beer choices

The Paradox of Choice, Revisited

Marketers will tell you that brands (or product categories or styles) rise or fall in proportion to their ability to solve a consumer problem. In fact, in the last decade we may be seeing the reemergence of a new/old consumer problem: information overload, or the paradox of choice.

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When People Stop Chasing the Whale, What Next?

When someday someone writes the history of craft beer in North America, they will no doubt draw attention to the first two decades of the 21st century as the era of the ‘whale’ – what a certain kind of beer aficionado calls a limited release beer that scores plenty of peer points when sampled and, importantly, rated online.

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