Revolution beer, an intriguing newcomer to the market

Revolution beer clenched fists for saleA visit to the website of Revolution beer, brewed in Chicago, makes for an interesting foray into the ambiguities of revolutionary popular culture as it is understood today in the USA. The brewery’s icons, which draw heavily on Soviet propaganda and Maoist imagery (brawny hunks and clenched fists feature prominently), promote the drink primarily as a working man’s brew. The few women included such as on the “Bottom Up Wit T-Shirt,” available through its gift shop, are also defined by their hard bodies and toughness, as her slogan declares: “This working woman don’t drink no girly beer.” But what makes Revolution beer revolutionary? The website tries to make capitalism sound compassionate by stressing the founder’s ties to the neighborhood: “He worked to promote local businesses and manage the Logan Square Farmers Market. While working at the Chamber, he found a cool, old building on Milwaukee Avenue with a nice tin ceiling.” As fellow admirers of the revolutionary spirit, we wish the folks at Revolution Brewing well. But we hope that in the future they might do something really revolutionary with their clout, instead of becoming yet one more trendy product vying for the beer-drinker’s cash. How about it, CEO Cibak?

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