Two ex-government agents turned rival industrial spies have to be at the top of their game when one of their companies prepares to launch a major product. However, they distract each other in more ways than one.
Follow along with director Jeff Smith, as he discovers all that California has to offer in the exciting world of craft beer. Includes interviews at Sierra Nevada, Stone Brewing, Lagunitas, and many, many, many others.
I'm European, and we've got our own share of huge breweries swamping the market with tasteless pils. But it's not as bad as it is in the US.
The point is, there is NOTHING about the issue to pretend to be objective. There's beer, and there's that dishwater those huge breweries are trying to sell you as beer.
Of course the huge breweries are successful. But success in the market does not mean a better product. McDonalds, Microsoft and Britney Spears all prove the same point: Given good enough marketing, a bit of lobbying and market leverage, you can sell trash.
And of course, the bigger your market share gets, the lower the expectations need to be. Lowest common denominator. And they're not the least innovative; but if they're realizing someone else put a product out there the people like, they try to occupy that niche as well; if they can. That Anheuser-Busch is now producing beer (sometimes not under their own brand) which even might qualify as beer, is only because they've got competition who started it. Without the competition of those small breweries, there would be only Bud Light, Coors Light and Millers Light -- which of course taste all alike. The new sovjet planned economy: You can choose between three products now, but they're all the same.
I think some people here commenting on IMDb about "Bias" are actually astroturfing for some of those three huge breweries. Either that, or they genuinely don't know how good beer tastes.
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