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Steven Coulson
Steven has been drinking beers, wines and spirits for decades and has a propensity to go about them at length after a few drinks.
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The Price of Craft: A Personal Encounter with an Overhyped Beer
In the world of craft beer, it’s not uncommon to find enthusiasts splurging on unique brews, but just how much is too much? Recently, I found myself grappling with this very question after a significant purchase at a local bottle shop.
Last night, I handed over $47 for a single bottle of a barrel-aged imperial stout, touted as a once-in-a-lifetime experience. This particularly intriguing brew was said to have aged in bourbon barrels for 18 months, infused with Madagascar vanilla and Ecuadorian cacao. When the shop attendant began raving about its accolades—highlighting a GABF gold medal and the brewery’s exceptional attention to detail—I felt an irresistible urge to buy in.
Once home, I prepared to savor this extravagant treat. I cooled the bottle to the perfect temperature and paired it with the ideal glassware, eager to experience what I had been promised: a symphony of flavors that would justify the steep price tag. However, upon the first sip, I was met with… well, a rich concoction reminiscent of expensive chocolate milk, followed by a bourbon finish. It was pleasant enough, but ultimately it felt like a far cry from the $47 experience I had anticipated.
What struck me most was the nagging realization that for that price, I could have grabbed a decent bottle of bourbon instead. Yet, instead of accepting this disappointment, I found myself in a state of cognitive dissonance—pushing thoughts of the experience being underwhelming aside and instead focusing on creating buzz on social media. I posted photos on platforms like Untappd, Facebook, and Instagram, talking up its so-called “complex flavor profile” and “exceptional barrel character” in an attempt to validate my purchase.
This experience got me thinking: how often do we let the hype and price influence our perception of quality? In my case, I became ensnared by the allure of an overpriced bottle, all the while trying to reconcile its lackluster taste with the significant amount I spent on it.
Have you ever found yourself in a similar predicament? What’s the most you’ve ever paid for a beer, and did it truly deliver on its promise? Share your experiences and let’s dive into the intricate—and sometimes perplexing—world of craft beer pricing together.