This week's fermenting thoughts are about consumers expectations when it comes to beer styles.  How we frame a beer often determines how a customer perceives it.  If we misdescribe what's in the glass, it can yield some terrible feedback from drinkers who aren't - or are getting more than - they bargained for.

Nick recounts his oxidised DIPA story with some cutting feedback and explores what we can do to ensure we're setting our customers up with the right expectations.

The article referenced in this episode is from Saint Mars of the Desert's blog, titled The Battle of Frogs and Mice.

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