I HAVE GOSE OPINIONS: Clickbait Bullshit from a Presumptive Dumbass

Hot on the heels of sifting through mountains of derivative garbage about the HARD WAY and PEACH PUMPKIN BEER, we have this week’s incendiary bullshit for the beer scene to address with baleful contemplation:

A verbose article groundlessly objecting to Gose, by an uninformed dipshit

Now we can already take it as a solid premise that Thrillist is THE go-to spot for hot beer news. It is undisputed that this isn’t some shitty newsletter turned clickbait factory that pushes the consumeristic drives of the late 20’s male demographic. This is a company that purchased JACKTHREADS to ensure beer nerds have nicely tailored vests, corduroy suits, and email services to refer/mine any user data to drive readers into purchasing more and more shit that they don’t want or need: We are talking a srs authority on all things beer.

So who did they get to tackle this hot-button issue of GOSE RUINING THE ENTIRE CRAFT BEER SCENE? Zarathustra himself, JOE FUCKING KEOHANE. Now if you know anything about the beer world, this guy is practically the Jean Van Roy of beer palates and the neo-Charlie Papazian of unbridled beer knowledge. Thrillist would accept nothing less for a matter of such grave ethos and uncompromising importance. GOSE IS RUINING AN ENTIRE MARKET SEGMENT AND A NEEDLESSLY LENGTHY SERIES OF SUBJECTIVE IMPRESSIONS WILL PROVE IT.

You knew Thrillist was serious, they don’t just toss content onto their site hoping to sell you shitty barware or gawdy apparrel, I mean, just look at the gravitas of this incredible exposé: THE 13 NAUGHTIEST THINGS YOU CAN DO IN ATLANTA

So we know the site has unimpeachable credibility in its intentions, but what about the monolith of authority, Mr. Joe Keohane, the master of all Cicerones?

Well not only does he have an extensive background in beer and beer culture (don’t worry, he doesn’t) he also has penned these gems:

A bunch of shit for Esquire magazine, none of which is about beer.

But we already know that Esquire themselves are the UNDISPUTED MASTERS OF BEER KNOWLEDGE

But enough about KNOWLEDGE and CREDENTIALS and EXPERIENCE, let’s examine why this one ignorant dumbass has predicated the death of all craft beer on hasty generalizations and opaque vapid observations. Let’s do that.

Joe Keohane might as well have written the entire article about Thundercats toys

Joe Keohane might as well have written the netire article about Thundercats toys

Alright so you get three solid entry paragraphs of fondant with a zero calorie breakdown of the history of craft beer, and then finally Mr. Keohane, grand vicar of all ales gives a sketchy history of the gose style. The entire article reads less like some derivative opinion piece and more like your mailman trying to tell you about this segment he saw on Hardcopy, and then does a shitty job of it. The author notes that he did some extensive research though, dont worry, “[he] went to three craft beer stores today in search of more varieties to cement (or rebut) [his] opinion, and the first two were completely sold out. The third had two left.”

Is the budget of the $1 billon Thrillist really that paper thin? IS the author really that fucking lazy? Then the entire article is drawn from a trip to three whole stores and then generalizations leveled predicated upon sampling TWO fucking goses? That would be like if I wanted to write a piece for Jezebel on male hegemony and privilege in the workplace and then I went to Barnes and Noble and looked at the covers of some Betty Friedan and Kate Millett books and called it a day.

Goses are like this Cheetara toy in that I don't know what the fuck I am talking about

Goses are like this Cheetara toy in that I don’t know what the fuck I am talking about

At its core, the author lacks the one thing that you would expect from an article about, well, anything: authority. If this were a shitty livejounral entry entitled “TODAY I TRIED A SALTY THING I DIDNT LIKE” we could dual list it under homoeroticism and stupid uninformed rant that you could readily dismiss. Instead it is presented as a legitimate inquiry into an entire style of beer and the mechanics of destruction attendant to an entire economy and culture. Or wait, maybe it is a horrible broad generalization about shit that the author has not idea about. Maybe the title served to drive up referral links, responses, and watered down alexa traffic to pump this shitlord of a website trying to sell you tacky Ben Sherman messenger bags. NAH I AM SUER THAT JOE KEOHANE TRIED HIS BEST THAT’S WHAT MATTERS.

In case you couldn’t tell by his run on sentences, multiple independent clauses and irrelevant comparisons to other areas of culture: Joe Keohane doesn’t know shit about beer and his opinion is as irrelevant as a 9th grader’s stance on sub-prime mortgages.

THe thing you need to know about gose is, well, this is a Mumra toy.  I trust you see the clear parallel.

THe thing you need to know about gose is, well, this is a Mumra toy. I trust you see the clear parallel.

So taking that with a grain of gose, you can read laughably faulty logic like “If Gose was that worthy of so much excitement and attention from America’s world-class brewers and drinkers, we simply would have gotten to it by now” with a wry smile like seeing a Nascar fan in the adult literacy school: he is just trying his best. Because that’s what craft beer is, a sweaty neckbeard with a clipboard just combing through old styles to revitalize, AND WE JUST DIDNT GET TO GOSE FAST ENOUGH. Shit why not “SAISONS HAVE BEEN AROUND FOR CENTURIES THEY HAVE HAD A CHANCE TO BECOME POPULAR BUT THEY ARENT AS POPULAR AS IPAS THEREFORE, HERE ARE 900 WORDS OF MISGUIDED BULLSHIT, MY OPINION PRESENTED AS LEGITIMATE RESEARCHED FACTS.”

credit: wired.com

Thrillist owner Ben Lerer discusses how to get people to buy shitty sneakers and how Joe Keohane desrves a raise

I don’t mind if someone is an ignorant dipshit, as long as they are entertaining. IF they are not entertaining, then at least be informative. If not informative, at least be well written. Joe Keohane is the furthest bottom right segment of the Punnett square of beer writing, comletely undesirable recessive traits: boring, unfunny, incorrect, shitty writing presented from a pulpit of stern earnestness. It really is as bad as the beer game gets.

I guess in being exceptionally shitty Joe Keohane can show us all how to draw tired irrelevant parallels to Prince and foodie culture, and in the sheer lack of merit, we are all edified by peering at how trifling beer journalism can be.


@averybrewingCo Announces Plans to Tap into Coveted Adolescent Consumer Market with Canned Peach Saison

Pictured above, the beer that promises to take pre-teens by storm

Pictured above, the beer that promises to take pre-teens by storm

Boulder, CO – Associated Press

In a bold display of panache and disregard for convention, Avery Brewing Company has announced that they will be brewing and canning “Perzik” a saison brewed with peaches. “Those self-entitled millenials are gonna eat this shit up,” boasted owner/brewmaster Adam Avery, “we have been trying to hit that Ask.FM, ABC family demographic for a while and I think this will finally put us squarely in the laps of teenage girls, er, so to speak.”

The beer is a traditional Belgian saison, that has then been pasteurized, with peach extract added, and then packaged in cans, all in line with traditional Wallonian farmhouse methods. The saison will be available at liquor stores near middle schools with commercials airing during the competitive time slots of “The Thundermans” and “Harvey Danger.”

With its target demographic clearly articulated, Avery has bold plans for 2015

With its target demographic clearly articulated, Avery has bold plans for 2015

“If you really wanna get preteens into saisons, you’re gonna have to start pumping that traditional rusticity into their brains at the crest of 6th grade, otherwise we lose the post-braces market to Dupont or some shit,” Avery noted while writing variations of his last name with different female names preceding it in a binder, “We are trying to stay competitive and put saisons ahead of the curve. If there aren’t cans of Perzik covertly stashed under princess beds next to Twilight novels, we have failed as a brewery.”

At press time Avery was experimenting with enrolling clearly middle aged brewers at local high schools to boost brand recognition internally. “We hope to stain those retainers with our farmhouse cultures before the fourth quarter grades come in and kids get suspended for the summer,” Avery noted sagely while taking several selfies to post to his Snapchat followers.

Blaugies Owner, Pierre-Alex Carlier expressed confusion when asked how Blaugies intended to intoxicate minors.

Blaugies Owner, Pierre-Alex Carlier expressed confusion when asked how Blaugies intended to intoxicate minors.

When reached for comment, Blaugies owner/brewmaster Pierre-Alex Carlier noted “for me, I am, how you say, not try to make children to be drink farmhouse. Is cause for much sadness, making the can, the peach, is travesty, drunken children in geometry class….is sadness to me.”

More details as they develop.


DDB Declared “Witless Apologist” and “Sign of the End Times” by Noteworthy Beer Author

Wait hang on, did I say “noteworthy beer author?” Let me rephrase that with “myopic blogger with a shittier page rank than DDB.”



LOOK OUT: witless apologist coming through

LOOK OUT: witless apologist coming through

Let’s couch bashing this old timey Pepperidge Farms website for a moment and address the substance of what Mr. Alan McLeod is saying:

1) new breweries are having problems with quality control
2) The Bruery took an active stand against quality control (by offering consumers the option to purchase something with full disclosure)
3) The Bruery should have outright dumped all of the beer and not allowed customers to exercise any choice as to whether they wished to purchase the product, fully-informed or otherwise
4) He also makes this final point:
“If it is good enough for big beer and the jet setting purveyors of sucker juice to suggest that if “a beer drinker has a bad experience, they are just going to go back to companies they know and trust” it is also worth the same pile on when an established brewer is passing off unstable and unintendedly sub-par beer – even at an embarrassingly inflated discount”

You may also notice that this sentence has 66 words in it, an out-of-context quote, no fewer than three independent clauses, the word “unintendedly,” and, most importantly: doesn’t make any fucking sense.

So let me try to dig in and break down the dollop of levity that I whipped up in the ole DDB kitchen yesterday, since this author wants to grind on a straw man.
I am in favor of full disclosure from breweries: when they fuck up, when they have relevant information, even when it wouldn’t matter to 90% of the craft beer world. Giving a consumer a transparent appraisal of your product and then leaving the decision up to them is not “sucker juice,” it is leaving autonomy to the neckbeards to decide whether they want a $20 bottle of lacto porter or 3 issues of Barely Legal. I like that they have that choice. I do not like that the beers were infected and I didn’t dust off my “FUCK QC” foam finger for this issue, if people want to buy the beers, then let them.

People should be allowed to make their own shitty decision, no one is apologizing for them

People should be allowed to make their own shitty decision, no one is apologizing for them

Making a blanket statement about new breweries in general is myopic and leverages Goliath to fall onto David. The Bruery is not a new operation, nor are they undercapitalized, nor are they some novice in the beer game. They have produced some world class beers and maintain one of the largest independent barrel aging programs in the United States. To give them a condescending pat on the head, call them “charmingly high billing” and “put on [their] big boy pants” warrants qualification. Not from them, from you Alan McLeod. I am not here to apologize for Bruery infecting a beer, I am here to take a look at your qualification for making any judgments about their products.

On his own admissions he “[is] not out of pocket because [he has] not been impressed with any offerings [he has] tried by the brewery in question, chalking down the muddle to trucking beer across a continent.” What in the fuck is this guy even talking about? A massive barrel aged beer like Bourbon Barrel Bois was somehow skunked in transit? We are given no context for the opinions presented beyond a quick wash, “I have, thankfully, no skin in the game.” More apt, this guy has no fucking knowledge in the game of Bruery offerings. If you haven’t tried the best offerings from a brewery, maybe you should either 1) shut the fuck up with blanket statements about all of their products or 2) qualify your shitty opinion with “I have had only Mischief and Rugbroad, I don’t seem to know shit.”



It’s fine not to know what the fuck you are talking about, but characterizing the DDB post as some kind of apology again, makes no fucking sense. If you want to talk about consumer responsibility, the choice is very binary: buy it or fuck off. It is as simple as that. I read the Bruery email and was like “wait, should I buy this?” and then the second question arose, “perhaps I should just fuck off.” This guy is not even in the Reserve Society, has no fucking ability to even buy the beers he is railing against, no knowledge of the products in question, and instead we get some autoerotic quotes like, “I avoid this sort of problem by educating myself well in advance, by knowing how the world works.” Oh shit, throw me a rope down from your Ivory Tower because the rest of us have no idea what we are doing. We simply cannot make informed decisions like you can, Alan McLeod. We need to enlist the help of The AUTHOR OF “THE UNBEARABLE NONSENSE OF CRAFT BEER – A RANT IN NINE ACTS” I am not shitting you.

Bottom line: standards do matter. The Bruery offered up a product with a full disclosure of their own knowledge and allowed consumers to make their own decisions. No one is applauding the infection. I have yet to find a single person who read the email and was like “this is fucking tight, $10 off.” We all understand the circumstances and the transaction presented because we are fucking adults. We don’t need some interloping third party to explain to us that a brewery should dump infected beer. I can understand that without a rant in nine acts because I am a fucking adult.

The ultimate irony is being called a “sign of the end times” by a noteworthy blogger from the past, who remains less relevant in today’s continually-evolving beer culture.