Chapter 5
Competitive and economic sustainability: how long can we dance?
It is 2016, and you and your best friend Simon have just returned to the USA from a holiday in England. While you were there, you did your best to quaff a pint or two of every British beer you could find. The pubs were far more interesting than the museums, in your view, and the robust taste of English bitters made the American beer – even some of the craft beers, like IPAs and ambers – back home seem lifeless in comparison.
You and Simon decide it is high time someone started selling real British-style beer in the USA, hearty brews like the bitters and ales you enjoyed ...
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