Three links, one paragraph, one thread, one book

The first link. Leads to this paragraph: Starting twenty years ago, just after the Association of Brewers merged with the Brewers’ Association of America to create the BA, Craft beer went on a tear. Each year brought stories of growth, and naturally the BA touted that success. It was a seductively potent story. Craft beer is growing. It validated everything breweries and the BA were doing. Because of the message’s potency, it became part of craft beer’s brand. In an overall beer industry of flat or declining sales, one segment sparkles with success. Over time, growth became a bigger and bigger part of the messaging strategy. (No shade: there’s not a comms pro alive who wouldn’t jump on the story of 10% growth.) The second link. Leads to this thread, which begins by Maureen Ogle asking, “What is the most notable/significant event in U.S. beer in the past decade?” The third (gift) link. You don’t have time this morning to read “But What If We’re Wrong? — Thinking About the Present as if…