Okay, after being urged by Loyal Reader Dave, I watched the "I Am A Craft Brewer" film. You can see it here.
Nice piece of filmmaking. Lively, well-paced, well-filmed, and well-lit. Music aimed straight at the heart. Did what it's supposed to do: Rally the craft beer troops.
Content? Hmmm. . . . Well . . . . Hmmmmm. Astounding lack of historical perspective -- or, alternatively, "historical perspective" constructed so it matched what the filmmaker wanted to say rather than historical reality.
Once again, the drumbeat of "We are the American dream" (as if somehow the rest of us who don't make beer or earn livings by working for larger companies can't possibly represent that dream).
I was surprised that the film avoided mentioning the Big Talking Point that everyone who's anyone in craft brewing always make: The number of American craft brewers. Craft brewers love to roll out the numbers. "We are 1489 strong!" they say. (Or whatever the current number is. Just under 1500.)
Except, ya know, they're not. Because that number includes every outlet of every chain restaurant that claims to be a "brewpub."
So, for example, every Rock Bottom outlet is counted as a separate "brewery." Every Granite City outlet is counted as a separate brewery. Strip those down to what they are --- a single brewing "company" selling its beer in a number of retail outlets --- and the number of "craft breweries" plunges. I
ndeed, it's not clear to me why those are even counted as "breweries."
But hey, it's not my organization and it's not my turf to protect. And you gotta love the tiny core of "real" craft brewers who are doing just that: honoring and protecting their turf. Now --- what was it someone in the film said about "snakeoil salesmen"?