- "a widely acclaimed brewery and restaurant, now serves fans of fully flavored beers in 30 states with innovative beers melding European ingredients and technology with American creativity."
- "The pioneering spirit that launched [Brewery X] spans more than three decades, with innovation emerging from both the brewhouse and sustainability initiatives."
- "[Brewery Y] also recently introduced its new series, which features a selection of small, limited releases from mostly craft brewers that rotate frequently keeping the selection both innovative and fresh."
|Look at all the innovation!|
Innovation has become so meaningless that, particularly when used by larger breweries, it often signals the opposite. I get things like this all the time "Our continued efforts at innovation have led our brewers to create a new grapefruit-infused IPA" (not an actual quote, but typical). In fact, this sentence should read, "Having seen how much money other breweries are making on this type of beer, we have decided to follow the trend and make an imitative knock-off."
Now, don't get me started on the word, "passion" ...