ALE May 1999 No. 294

Got A Lid On It

Chemical daze

An easy way out for the next generation

Unencumbered by the history of quality

Where caskmen cared

And brewers believed

Now the seductive taste of advertising promotes an imaginary flavour

Large concerns have big concern with regard to volume movement

The fizz of excitement brought on by a branding exercise

The individualistic is put down and to one side

Homogeneity as the most acceptable solution

So roll on the chains

The tied houses

And other limitations

The oh so un-splendid dumbing down of the corporate mentality

Let the mavericks rise and live

Their customers coming to them as the need for difference arises

Leave the virtual world for those virtually here

And let the real permeate everywhere