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:
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:
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.
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.
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.
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.”
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.