Craft Beer’s Hipster Problem
I bristled at the idea of writing yet another post about hipsters, but I felt this had to be addressed.
First, let me say that I am decidedly pro-hipster at best or ambivalent toward them at worst. It’s a label placed on certain stereotypes that I don’t feel like getting into at this point. All you should know is that being a hipster is relative and that we’re all hipsters compared to someone.
When I say that craft beer has a “hipster problem”, what I am referring to is a perception of pretentiousness. Hipsters – right or wrong – are seen as pretentious. Whether it’s fashion, music, transportation, decor, or food, “hipster” is considered equivalent to “pretentious douchebag.” So, maybe it’s hipsters with the problem, but I digress.
Craft beer is neither exclusive to hipsters nor pretentious. However, as they say, perception is reality. And the perception is that craft beer is exclusive and loved by snobs. Exclusivity these days is blamed on hipsters for whatever reason.
The actual reality is that craft beer is decidedly not a hipster thing. The movement has been around for a while. The people I connect with craft beer are not very hipster-like. Just within my social circles, craft beer enthusiasts aren’t exactly the hippest lot. This is not a putdown. It’s just a reality. They are mainly white men aged 30-50. Yes, some of them own an Arcade Fire CD. Yes, some will wear ironic t-shirts. However, these are fairly benign practices these days. Ten years ago, they totally would have been hipsters. In 2014, not so much.
Now, a lot of hipsters are getting into craft beer. It’s artisinal. It’s really popular right now. It’s beard friendly. There’s a lot in the craft beer community for hipsters to like. However, when push comes to shove (and as the wallet empties), PBR and Hi-Life aren’t that bad.
Seriously. Craft beer is attractive to the North American Hipster because craft beer tastes good and gets us a little tipsy. That’s basically the same reason we all love it.
The more insidious part of craft beer’s perception problem is the pretentiousness with which the community has been unfairly labeled. Yes, it’s expensive. Yes, it features exotic flavors and production techniques. Yes, it’s better than what you normally drink. Yes, they have silly names. However, a preference for the finer things does not necessarily mean that one is pretentious.
If anything, craft beer enthusiasts and brewers are some of the least pretentious people I know. They willingly share. They participate in online forums such as this one. They share. They fucking drink beer with you. And they share.
I don’t know how craft beer can fix their “hipster problem.” I suggest we all continue to buy beers for our more skeptical friends and drink an industrial, rice-adjunct lager now and again just to show our more human side. The hipster perception is not a problem. Trust me. But the perception of beer snobbery is and we must do what we can to fix it.
(Maybe I should do the same for indie rock. Right, Taylor Swift?)