So You Think You Want to Open a Brewery (2014)
I live in Seattle where the IPA thing is just out of hand.<p>My uncharitable pet theory is this: A certain class of men (sometimes women, but it&#x27;s almost always men) get interested in something and then desire to make it part of their identity. That in turn means they want to convey that they are <i>more</i> into it than other people. Their passion expresses itself as <i>competition.</i><p>Most people that aren&#x27;t really into beer don&#x27;t like hops and bitterness. It is very much an acquired taste. So liking hoppy beers is a good signal that &quot;look how much <i>more</i> into beer I am than <i>you!&quot;</i> Even better — and this is always a good signal that bros have shown up to suck the fun out of your hobby — there is a <i>number</i> you can use to measure it. Menus show IBUs so a table full of dudes can pick their poison and show how hardcore they are.<p>I like some amount of hops, but I&#x27;ve had beers that literally just taste like hop tea. The flavor just dominates everything else and leaves little room to enjoy all of the fun nuances you can get from the actual brew.<p>Before IPAs it was porters with the darker the better. Or Belgian beers with competitions to see who can handle the highest ABV. It&#x27;s always about getting the best score and not just, you know, enjoying some beer.<p>My favorite Tweet ever was someone who described this process that dudes do where they show up, take over a hobby, and drive all the fun out (and thus women) as &quot;MENTRIFICATION&quot;. It is my new favorite word.<p>See also: Riding bicycles, listening to music (ugh audiophiles), metal guitarists playing 64th note scales, etc. I can&#x27;t wait for the day that bros discover knitting and it becomes nothing but a race to see who can make the longest scarves.