The resurgence of craft beer in recent years has led to an explosion of options for beer lovers. As of 2012, there were nearly 2,400 small-scale breweries in the U.S.
This is a good thing for people who want all the India pale ale, Belgian-style saison, and smoke porter options they can get their hands on. But it also plays into a larger issue in our globalized economy: the so-called tyranny of choice — the overwhelming number of options, in other words — that presents itself every time we step into a grocery store.
You better believe there will be a backlash to all of this choice eventually. You can already see it in the craze around tiny houses: People are getting exhausted by all the choices around them, and are starting to consciously down-size their options.
When it hits the beer sector, it might look something like this ad: a call to get back to basics with a good old-fashioned “working class lager” that is presumably from a local brewer (The made-up Manchester Beer Company, in the case of the below mock-up).
The ad comes from the TBD Catalogue, a “catalogue of the near future’s normal everyday,” in which a group of researchers and designers imagine what a future would look like where all of the ideas percolating in the present become reality.
A beer in 2030, then, would be as satisfyingly minimialistic as the tiny houses.
Check out the ad below.
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