I've been playing around with the concept of place, people and perception with regards to beer for some time.

How reputation and desire inflate expectations of rare beers and how drinkers can enter denial when their expectation is not met.

How seemingly endless choice can actually be debilitating for both customer and bar staff alike.

How great memories of great beers are often driven by sensory factors other than those in the glass.

It's something I'm starting to give serious consideration towards, in part driven by my readings into the psychology of business in general and the wine trade in particular.

Expect more posts like these in the future:

The tyranny of beer choice

The fallacy of central location tests

On The Art Of Choosing