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Is craft beer wrestling with its own kryptonite? – Category Intel

Stephen Beaumont
Last updated: 19/08/2024 at 8:30 PM
By Stephen Beaumont
19 August 2024
10 Min Read

As strange a parallel as it might appear, the recent fortunes of craft beer in North America echo to a curious degree the performance of films in the Marvel Cinematic Universe.


Bartender handing a drinker a full beer in a bar
Credit: ELEVATE/Pexels
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In the late aughts and early 2010s, craft beer, like Marvel, could do no wrong. Every release was a hit, with patrons happily lining up for hours and sometimes paying dearly for the latest experience, be it in either celluloid or liquid form. Of course, not every movie or beer was an unqualified success, but fans appeared willing to overlook most failings in support of the franchises they had grown to know and love.In the latter twenty-teens, however, both market segments hit rocky ground, well short of desperate times but still down from their previous highs. As Marvel struggled through a wav

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