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I have now seen parts of Den stora ölresan where the clip of the Stella marketing executive came from. Quite good documentary in three parts. The over-riding question is why do we have the particular beer habits we have. He answers by looking at history, in particular brewing history, regulation and marketing. He talks a lot with marketing people and confirms that the taste is of course of little importance to them - well, it can't be disgusting but otherwise they don't care.

The Stella bit was part of a general argument that lagers pretty much taste the same, if you do blind tests. We perceive a lot of difference from our own ideas about the differences.

His overall conclusion is that we drink what we drink because it says something about ourselves. Branding in other words.

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by A swedish kind of death on Wed May 8th, 2013 at 03:36:34 AM EST

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