Once upon a barstool, beer was simple. It came in two varieties—cold and colder. You didn’t ask questions, you didn’t sniff it first, and you certainly didn’t debate hop varieties over charcuterie. But that was your grandfather’s beer.

Today, beer is as much about identity as it is about refreshment. For Boomers, beer was the blue-collar badge of camaraderie. For Gen X, it became a quiet rebellion against wine snobs. Millennials? They turned it into a craft culture. And Gen Z? They’re sipping low-ABV sours while rating it on an app and questioning whether it’s vegan.

The rise of independent breweries in the past two decades has shifted the landscape dramatically. In Canada alone, over 1,200 craft breweries are pushing boundaries with experimental styles, hyper-local ingredients, and storytelling that rivals poetry slams. “Drinking local” is no longer just about taste—it’s about values, sustainability, and supporting community.

So, has beer’s taste really changed?

Yes—and no.

The industrial beers of yesterday were made for mass consumption: crisp, carbonated, unchallenging. Today’s craft movement invites complexity. India Pale Ales (IPAs), for example, are divisive. Some love the intense bitterness, citrus notes, and punchy ABV; others gag at the first sip. But the passion is real—and it’s a conversation starter.

IPAs represent more than a flavor—they embody an era of experimentation and freedom. It’s beer for people who want to taste the risk. And that resonates with newer generations raised on choice and nuance.

At its core, beer is still a social glue. But now, it comes with layers: of hops, of heritage, of personal preference. Whether it’s a hazy NEIPA, a barrel-aged stout, or a classic lager in a stubby bottle—every generation drinks to their own rhythm.