“There’s nothing creative about starting a microbrewery today – it’s about as creative as getting a tattoo or growing a beard,” says Björn Falkeström, owner and CEO of Oppigårds Bryggeri. “Back when I started, there was no trend. The only other brewery in the county of Dalarna was Spendrups. Of course, some people questioned the reasonableness of it all, but it was unique and people were curious. Media love it when the Davids can assert themselves against the Goliaths.” That Falkeström’s willingness to pay attention to what is reasonable has remained minimal seems pretty clear, as does the fact that he has no intention of leaving the Davids behind in favour of becoming one of the giants.

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