Today is such a fine bright warm day, with just a trace of humidity, I am going to toss schedule out the door and enjoy. Of course, I am self-employed and can indulge in a “enjoy the day” every once in a while.

Those working in an office environment are most likely less able to indulge in such practice. Schedules, dead-lines, marketing goals and such structured business environments make the business office both frustrating and comforting. The former because of the often intense creative restraints and the later because you just do what the boss asks you to do.

In either lifestyle it is a lesson best earned early… play the game. If you are truly interested and in need of such information just let me know. I have the rule book.

That said, the traditional office worker and the self-employed may play by different rules but the end result, a satisfied mind, should be the same. No, I did not forget the importance of remuneration. I recall the famous line from the movie Citizen Kane… “Making money is easy if all you want to do is make money.”

All of that noted you might be wondering where this thought construct is going. And so I will be direct… to every beer there is a season. For goodness sake try to remember that and follow its simple structure.

I make these observations because of the way that consumers today view selecting a beverage of choice.

Almost universally the decision is made based on brand identification and style of beverage chosen from a number of beverages available. A familiar brand name and one of their familiar styles determines the majority of most beer purchases. A particular style of beer is the next check-point. If a consumer likes stout they will order a stout most of the time. If they like lager they will order a lager most of the time. If the consumer is just passed legal drinking age the amount of alcohol by volume is the major selling point. Why are these criteria almost universal?

The simple answer is because the beers are always available. Capitalism rules, craftsmanship be dammed. Winter heavy beer is brewed, ordered and poured in August to thirsty customers. Wheat beers are brewed, ordered and poured to chilled consumers in the middle of January. Because a beer can be brewed at any time of the year for consumers who demand seasonal beers year-long there has been something lost.

Should you be interested in learning more about the reasons for what brews that are called “seasonal” are brewed in a particular season drop me an email and I’ll tell you.

Should you insist on ordering a pint of Hefty Holiday Hair-raiser on the hottest day of August while sitting on a sun-drenched patio in Houston I offer a prayer that you make it home safely.

Should you insist on ordering a tall bright wheat beer with an orange slice in the middle of a snow-swept late evening in Minneapolis I wish you a quick trip home or you will freeze in your trousers.

To every beer there is a season and this summer season I am swigging suds… yes I am.