Beer culture today is very different than it was 5 years ago and is a universe apart from 10+ years ago. With the proliferation of social media it feels as though many breweries are vying to make the LOUDEST, most outlandishly creative “beers” to advertise on their feeds to draw people in to their taprooms. Beer, at large, seems to have been corrupted through such endeavors. It becomes hard to find a brewery that doesn’t do pastry/triple fruited/milkshake/creamsicle/hamburger/cake/popsicle beer. A brewery that focuses and leads with quality beer: water, malt, yeast, hops and let’s the adjuncts play an occasional, background role. What becomes of the industry, of beer quality, when most brewers seek to make LOUD beer? Is craft beer losing its soul? Is this experimentation the very essence of craft beer? When is it too far? Too much? Or is there no such thing?