Part of what makes craft brew special is its dedication to being a meritocracy. Craft brew fans aren't typically taken in by glossy advertising campaigns or clever marketing alone.
But then, most craft-brew fans aren't as superficial as I am.
Despite not yet having a single beer from Modern Times Brewery, I'm kind of giddy about the opening of their tasting room. I mean, they could have taken any of a million different promotional pictures for their brewery that would have been perfectly serviceable, but somehow they knew that a unicorn drinking in front of a Post-It mosaic of Michael Jackson and Bubbles was the winner. It's like they're looking into my soul.
They kicked off their soft opening on Friday and are now offering all of their standards along with some "special kegs." The official grand opening will be the weekend of Aug. 31. And it will all be amazing because they are just so great!
(I promise to drink their beer before I gush again, I swear.)