editor
hiraethified
Why do they feel the need to "massively increase distribution" and - of course, contribute to their own and Heineken's already-immense profits?I'm not massively keen on the 'visitor experience' idea. It's a fucking brewery not a theme park.
I am trying to work out what I think about taking the Heineken cash. On the one hand, it's a sellout that comes from being massively successful, brewing great beers and feeling the ineluctable need to keep pushing your brand and what you create out there. I get that, with the fact that you can expand and massively increase distribution with the (alleged) non-intervention from Heineken. (yes I know there are people out there that have managed to resist this)
To some people the best independent breweries - like the best independent record labels - offer a real alternative and represent a different set of values to the ruthless capitalism of the big players. They're not all about profit and endless expansion into new territories.
It reminds me when music majors used to create faux indie labels so they could ride on the back of their success and credibility.
The Brixton Brewery have made it clear which side of the fence they're on. They're happy to jump into bed with multi billion, multi national corporates in the name of increased profits and expanded product recognition, while using the 'Brixton' brand to enhance their hipness.
I won't be buying their beer again (actually, I've never really liked anything of theirs I've tasted to date, so perhaps I should reword that to: I'll never try anything of theirs again!).
Thankfully, there are other true independent brewers in the area who I think are unlikely to give away nearly half of their business to the second biggest brewer in the world. And thank 'eavens for them.