Price Point of Difference
Winston Churchill once said, “the price of greatness is responsibility”… well according to this article, it’s £7.50. For an ‘eye watering’, £7.50, you can purchase your own little pool of greatness in the form of a pint of Gotlands blueberry IPA from the Singer Tavern, a lovely and very happening establishment in the City. Quite frankly, my eyes would certainly be watering if I followed another lead in that article and paid £3.50 for a Foster’s.
Comparing a craft beer with a mass-produced beer is simply silly. Why? Because quite frankly, you pay for what you get, or sometimes you even have the privilege of paying for things you don’t get, such as flavour or craftsmanship. There’s a huge hint in the name craft beer as to what you’re paying for… You are paying for supremely superior ingredients, small-batch production and love. Yes, I said it. You are paying for the love. So many craft beer producers start up because they have a love for creating something truly unique and special. And you can taste it.
So many people who’d balk at the price of a craft beer have perhaps not actually tried one, because beer is beer. Well beers, unlike the American men in the Declaration of Independence, are not created equal. Nopey nope nope… And I hold this truth to be self-evident.
When you bring a pint of craft beer to your nose, instantly you are hit with a giddy aroma of hops or malt or some other tantalising beast. When you pick up a mainstream beer, you are hit with notes of cardboard and soggy bathroom rug. But hey, it only cost £3.00, so that’s ok… Who wants to pay extra for someone to sing lullabys to the hops as they rest their weary buds as the sun sets? Or pay extra for someone to carefully label and bottle things by hand, hands that have been protected in kid gloves mind you… Surely that claw machine imparts just as much care? And you certainly don’t want to pay for something that is bursting with flavour and complexity! Remember the acronym KISS! Keep it simple stupid. Yep, forgive me for getting notions of grandeur in my pretty little head.
In fact, the Blueberry IPA from Gotlands can’t even honourably accept the accolade of most expensive in London. Why at The Ritz, one can indulge on a bottle of Heineken (you know that beer in the green bottle) for a very reasonable £9.50. And then there’ll be the service charge. Still, very reasonable.
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