The most squandered meme in beer blogging is back with a question that leaves me a little confused and a little disinterested. Here is the heart of the question posed by Andy Couch who is not Andy Crouch:

Each of these descriptions is inevitably an attempt to ‘frame’ the beer, putting the consumer in the proper state of mind to drink it. For better or worse, in everyday situations beer comes with a label. This label very really ‘frames’ the beer inside. The fact that the beer comes commercially-produced signals the presence of investment (if not skill). A style name or tasting notes indicates the general characteristics to expect. If you know the brewery the beer is framed with your past experiences. Even the label art will affect your expectations for the beer. What role does this framing play in beer tasting, especially for ‘professional evaluators’?

What does that mean? Branding? Advocating? Characterizing? What do I care? Well, to be fair, that is what I do every time I post here, isn't it? I am trying to figure out what this beer or that bit of beer cultu