It’s Marketing, Not Color of Liquid

August 27, 2013 Dear Client: Lots of reaction to our piece yesterday about lighter pale lagers still having some serious stroke and even growth in our industry. Predictably, it received a little pushback on Twitter from craft clergy. But most comments centered around the idea that it's not really about the color or the lightness of the liquid, but rather the image and the marketing around the brand. (Ed. Note: Also, there was some confusion about what I mean by