After centuries of converging on balanced, smooth beers, the industry suddenly lurched sideways in the 21st century. While large brands now have to fear for their existence, men in beards are making a fortune selling pronounced, bitter craft brews.
The business segment may have been with us all along,
according to a new analysis. The survey of 109 beer consumers in a blind experiment found that greater perceived bitterness
increased the appeal of beers. This is the opposite of most foods.