![\"See](\"https:\/\/appellationbeer.com\/blog\/wp-content\/uploads\/2026\/05\/20260504-future.jpg\")
<\/p>\n<\/p>\n
The first link.<\/a><\/p>\n Leads to this paragraph:<\/p>\n Starting twenty years ago, just after the Association of Brewers merged with the Brewers\u2019 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\u2019s potency, it became part of craft beer\u2019s 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\u2019s not a comms pro alive who wouldn\u2019t jump on the story of 10% growth.)<\/em><\/p>\n The second link.<\/a><\/p>\n 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?”<\/em><\/p>\n The third (gift) link<\/a>.<\/p>\n You don’t have time this morning to read “But What If We’re Wrong? — Thinking About the Present as if It Were the Past,<\/em>” but this review adds context to ongoing discussions.<\/p>\n","protected":false},"excerpt":{"rendered":" The first link. Leads to this paragraph: Starting twenty years ago, just after the Association of Brewers merged with the Brewers\u2019 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 … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[703],"tags":[],"class_list":["post-19500","post","type-post","status-publish","format-standard","hentry","category-monday-links"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p4wTn-54w","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/19500","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/comments?post=19500"}],"version-history":[{"count":5,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/19500\/revisions"}],"predecessor-version":[{"id":19508,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/19500\/revisions\/19508"}],"wp:attachment":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/media?parent=19500"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/categories?post=19500"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/tags?post=19500"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}