This morning Draft magazine posted about a store that is opening that is purely a beer apparel store. Now not to get off on the wrong foot, I like my craft beer clothing and gear as much as the next beer geek. I suggest to craft beer community keep your eyes on the ball, the business of making great beer.

It reminds me of the late 1990s in some respects that people were so interested in the quick buck that they forgot what truly matters is making amazing beer. The tshirt, the lip balm, the hats are all mementos to help your recall and celebrate a great experience with the beer, but if the beer isn't memorable all those things are marketing junk. In a society that is so advertising driven we don't need more junk. So enjoy the gear but remember it's about the beer.