MBAA TQ https://doi.org/10.1094/TQ-57-1-0310-01 | 
VIEW ARTICLE
Keith Armstrong. Molson Coors
Canada, Etobicoke, ON, Canada.
Abstract
The interests of the brewing trade include the need to progress, ensuring that we encourage eager customers. Today, more than at any time since Prohibition ended, we need an industry message, a positive message. We need to invite customers and consumers into our product. I would like to challenge individuals to develop their outlooks. Let’s focus on constantly improving how well we connect into the mindsets of all consumers. My experience is that we have tremendous opportunities in front of us all—that is, if we can simply transmogrify into a cadre of individuals who consistently put forward startlingly positive and supportive messaging. We should love and proselytize every aspect of the greater goodness that is beer. Barley is widely respected as the first fully domesticated plant. This was likely intimately entwined with barley beer being the first fully domesticated alcoholic fermentation. Barley is the truly ancient grain and grew to become the global grain up until around the time of Prohibition.
