Andy Morton

What does beer and Hollywood have in common? - video

By: Andy Morton - 23 September 2013 16:47

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The beer industry has, over the past few decades at least, not been best served by American cinema.

While spirits have a sharp-edged coolness on the big screen - the opening scene in Apocalypse Now, those bits inbetween the drug-taking in Fear and Loathing in Las Vegas - beer is merely a back-catalogue of blue-collar tropes and scenes set in that same Irish bar, the one with a pool table and a neon shamrock on the wall.

That may be about to change. Dubbed the “Sideways” of beer, “Drinking Buddies”, due out in the UK and Ireland in November, attempts to jettison the working class American clichés and update the genre for beer's newest audience - the craft connoisseur.

The movie was released in North America earlier this year and got some very respectable reviews, too (currently 79% on Rotten Tomatoes). But you may have missed it because it was on a limited release and has so far taken less than a quarter of a million US dollars at the box office. Compare that to Insidious: Chapter 2 (Rotton Tomatoes rating: 35%), a new horror movie that this week alone took US$14.5m.

So maybe the beer industry, where craft beer takes all the good reviews despite holding just 7% of the US beer market, has something in common with Hollywood after all. With both, the indies get the critical acclaim but the majority of the audience sticks with the blockbusters. 

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