This was the copy that was attached to Stone’s 15th Anniversary Escondidian Imperial Black IPA. The words really ring true to me in how I view the coming art & craft rebirth we are experiencing here in America:
“In the 15 years since we entered the craft brewing world, change has come not in a straight line, but as an exponential curve. The craft brewing movement has long been called a “revolution.” But today the air is so thick with revolution, it’s palpable. No longer is it only an awareness among the faithful; the unconverted are beginning to feel it as well. Denial and ignorance are disappearing in favor of opened eyes, curiosity and the sense that there’s something larger out there. For far too long we have been lied to. For far too long we have been oppressed by the notion that dumbed-down-lowest-common-denominator-mediocrity was all that we could, and should, expect.
You might think we’re talking only about the world of brewing, but we’re not. There is a myriad of products out there masquerading as cheeses, coffee, chocolates, breads…hell, there is stuff pretending to be ’food’ that our great grandmothers would not recognize as such. Yet the craft brewing movement, together with the artisanal food movement, is making much progress. Where the industrial companies can’t dismiss or bury us, they are attempting to copy us with cheap facsimiles. Yes, chances are if you are holding this bottle, you understand these things to be true about the world of brewing.
You also likely understand the importance of our fight at Stone against accepted ’norms’ over the last 15 years. We believed that America was ready to embrace things made with artistry and passion. You have spoken. Your response has been clear. We are not merely consumers to be spoon-fed whatever commodities need to be unloaded for a profit.
We have only just begun to move the needle of this revolution, & mediocrity still reigns. Consider that when you reject dumbed down, industrialized food and drink, you also support craft brewing. The line is nearly seamless; we are fighting the same battle. We will not win in our lifetime, as the powers are too entrenched, and the masses too fooled. And shackled.
However, this is a revolution of ideas and of taste, and we will win. How do you want to be viewed by your children, and your children’s children? As a hero, or as the oppressed? (Those that don’t think they have been oppressed are already lost.) Ultimately, it’s up to you to decide. We hope you’ll stand with us. Strong and unyielding. You are needed.
This bottle and its glorious contents are a celebration of you, brothers and sisters, and your importance in this fight. Cheers to all we’ve accomplished together in the past fifteen years, and cheers to the adventure ahead!”
You must be logged in to post a comment.