November 2016, Josh and I headed up to the Big South Fork to climb the Standard Route of the O&W Wall. The Big South Fork is remote and wild, and the cliffs are intimidatingly tall by southeastern standards. At the top, Josh and I cracked open some cans of barley soda and enjoyed the gorge at its golden hour before making our descent.
Once we returned to civilization and cell service (a McDonald's in Oneida, Tennessee), Josh posted a photo from the evening on his Instagram. Within minutes, vitriolic comments about our beer of choice began blowing up the notifications on his phone. People did not approve of Busch.
It was the 2010s, the height of the craft beer movement, and the Age of the IPA. Beer Wars was on Netflix, Fat Tire was no longer "fancy," and every town in Colorado had its own micro-brewery (8.4 breweries per every 100,000 21+ person, to be exact). Busch, and other single-name, macro-brewed, American-style lagers that retail for around $1 a can, were considered "cat piss.” According to Josh's refined friends and followers, we might as well have been a pair of slack-jawed yokels.
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