In this episode of Fire and Beer, Marcel Gomez is joined by a multitude of people at Alternate Ending in Aberdeen, New Jersey. On the show today we have Assistant Brewer Steve, Head Brewer Brendon, Owner Scott, Head Brewer from District 96 Sung, Scott from Lorenzo the Beer Cat, and Perri from District 96.

Alternate Ending is based in an old movie theater and all of its labels are movie-based. They even have the trademark on “What If?” and could try to take on Marvel if they wanted to (they don’t). Growing up, the Alternate Ending guys were movie-obsessed, and that played into the creation of the place. People in the industry tend to end up with alternate endings and it just seemed to fit.

Now collaborating with District 96, both camps are having a blast creating brews. The talk turns to the specific gravity of brews and sugar content. The higher the gravity at the finish, the more sugar is left over. Both Alternate Ending and District 96 have creative branding. District 96 has a lot of stuff on tap and has a steady rotation. For Alternate Ending, as a brewery and pub, there’s no limit to what they can put out. There’s a chance for an eclectic menu.

In recent years, craft beer and light beers have helped to penetrate the market more. Lighter lagers are an easy drink and historically a blue-collar thing. It’s about the culture and brewers brewing what they want to brew. 

We hear about how the perception of hype can cause more problems than solve. Hype for hype’s sake doesn’t mean good beer. The breweries that didn’t survive the pandemic probably had bad brews. Trends come and go but, in the end, it comes down to what you love.

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