Wednesday, September 5, 2007

Thank Thai food for craft beer?

The Associated press has a story out today (available here at the Detroit Free Press' Web site) that's mostly an interview with Boston Beer Co.'s Jim Koch. It examines the recent rise of craft beer (and the "moving upscale" phenomenon mentioned so many years ago by Michael Jackson, as noted below), and Koch's view of the reasons behind it. One point the AP writer hangs the story on: Americans have developed a taste for the bold, spicy flavors in Asian and African cuisine, making beer a better beverage choice than wine. A Koch quote from the story:

"Your definition of beer and your expectations for beer are too low," he says. "We brewers have not really elevated your expectations for what beer can be. But this now elevates your expectations of what beer can be."