Brew Skies Happy Hour
Crack open a cold one and join brewer Bret Kollmann Baker and beer historian Michael D. Morgan as they explore how America went from fewer than 100 breweries in the late 1970's to more than 10,000 today.
Brew Skies Happy Hour
15: Yellow, Watery, and Flavorless - Part 3: The Mad Men Cometh
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Bret Kollmann Baker and Mike Morgan
Like many aspects of American life in the post war era, advertising transformed the brewing industry in a myriad of ways. Those who spent big dollars on advertising would thrive while many of those that didn’t would close their doors forever. Market share became consolidated in fewer hands with the 10 biggest breweries in the US controlling 66% of the market by 1968. In this episode, Bret and Mike explore how this led to less choice and worse beer for American consumers.