"Efes Pilsen, Turkey’s beer of choice
Some colleagues recently asked me about the role of “provenance” in the beer category. My personal experience, based on working with breweries on both sides of the Atlantic, suggests that a beer’s provenance (i.e., where it comes from) is an important factor when people choose one beer over another. After all, once you move beyond the type of beer—lager, pilsner, ale or stout—most people can’t tell the difference between individual brands in a blind taste test. Provenance, then, makes an easy way to differentiate among brews. But provenance could mean the beer comes from down the road, not across the sea."
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