While more people than ever seem to be buying beers from small breweries, the craft beer scene feels oversaturated, pretentious, and complex. For every nerd raving about the hops used in an artisanal DIPA, there’s at least as many people who feel intimidated by brewing jargon and intentionally obtuse flavors. Can’t we just get a regular beer?
Soon enough, the answer to that question will be a resounding yes— literally. That’s because Baltimore’s DuClaw Brewing Co. is launching a new, straight-to-the-point canned brew that they’ve legitimately titled “Regular Beer”.
According to DuClaw head brewer Brandon Stanko, Regular Beer was conceived of as a clever appeal to drinkers drained by the decision fatigue that goes hand in hand with drinking craft beer.
“A lot of people, when we go to festivals, will come up and say, ‘Do you have any regular beer? Do you have anything that’s light? Anything that’s a lager?’ and things like that,” Stanko told WTOP. “[So] our sales guy Brook Simmons pitched this idea to just make a regular beer, a beer that tastes like beer.”
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In this case, that translates to a crisp, clear lager that aims to be drinkable and delicious year-round without taxing the consumer’s beer knowledge or tastebuds. In addition to keeping things simple inside the can, Regular Beer’s label is appropriately blunt. Bucking the trend towards artsy, vibrant labels, it simply offers black text on a white background which conveys that Regular Beer is “a beer that tastes like beer”.
“The vast array of designs and colors on the shelves can be overwhelming,” head designer Tyler McCoy told WTOP. “We wanted to create something bold, utilitarian and in your face, something you know is beer.”
That looks like it’s exactly what DuClaw has accomplished, but you can try it out for yourself when distribution of the brew to 18 states plus DC starts up later this summer. Who knows, maybe you’ll never go back to fancy beer ever again.