Rick Reed looks normal enough when he climbs up before a tour group at Cricket Hill, a New Jersey microbrewery. Reed, who’s Cricket Hill’s brewmaster, explains that in order to have a tasting at the brewery, you have to have a tour, “and to be a tour, someone has to say something.” Then Reed explodes into a feet-pounding seizure of a diatribe against the beer industry: Videotaped and posted on YouTube, the six-minute rant is now notorious in craft beer circles. It’d be a good King Lear audition. Here’s a sample:
What else do they tell us? They tell us that Coors Light is frost-brewed. What does that mean? That means nothing—IT MEANS NOTHING. It’s brewed at 212 degrees just like every other beer.
Also, Reed warns you: “No matter how much Coors you drink, you’re not getting laid by twins.”
Does he go into the commercials that keep repeating that American Football is the most popular sport in the world? And their beer is the most popular beer in the world?
I’m still trying to figure out how they get away with that one. By saying something so patently false, are they hoping no one thinks about the second statement?