What is big beer up to? Let’s check in with Elysian, which yesterday sent me a press release about their latest collaboration. Oh dear....
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In one sense, this isn't entirely surprising. Going to the archives has become a time-honored tradition, particularly in recent history. In an effort to move toward full-flavored beers without acknowledging craft beer, many venerable companies--Guinness, Carlsberg, Coors--have come out with their own throwbacks.
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On the first commercial break, MillerCoors ran an add touting the way Coors Light is made: "Cold lagered," "cold filtered," and "cold packaged," read the animation. This is part of a long tradition of beer companies touting bog-standard brewing practices in order to impress people who don't know the first thing about brewing.
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