The future of beer

December 14th, 2006 | Posted by Real Beer

Consider this scenario:

”Frat guys, 2021: Dude, it was so weird. My frat brother John had his wacky uncle Russ in town, and he came to our Alpha Alpha October bash. Old dude, in his 40s, but still likes to party. He actually brought an entire keg of beer to the party. Who was going to get through that? I think we all had one or two, but it doesn’t mix well with vodka, so there was a ton left over. You know anybody who still drinks this stuff?”

Futurist Eric Garland offers this in the book ”Future Inc.: How Businesses Can Anticipate and Profit From What’s Next.”

The book isn’t really about beer, but Garland uses beer often to illustrate points. The same method that he uses to forecast the future of beer, he writes, can be applied in all other spheres. The crucial element of that kind of ”futuring,” Garland writes, is thinking of everything within the context of society, technology, economics, ecology and politics.

What he writes about beer – that it continues to lose ground to wine and spirits – is hardly news. However he does see globalization as the hope for the future of American brewers.

”I have heard of Americans visiting Ireland expecting to see everyone drinking pints of Guinness, and instead shocked to see people in dance clubs pounding Budweiser and Bud Lights,” he writes.

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