Today's Take · Apr 26
Breweries in Lab Coats: Functional Stacking Is Erasing What Made Craft Worth Caring About
The craft beverage industry's headlong rush into functional ingredients — adaptogens, nootropics, hemp, electrolytes — is transforming independent producers into supplement companies wearing brewery costumes, and the resulting identity crisis will cost them the very drinkers who valued craft for flavor and provenance.
The craft beverage industry is in the middle of an identity swap it hasn't fully reckoned with. Across the country, independent breweries are bolting adaptogens, nootropics, hemp emulsions, and electrolyte blends onto their tap lists — not as curiosities, but…
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