The Long Tail suggested that it will be within narrow communities of interest where the future of entertainment lies. Jeff Jarvis has long been a proponent of this point of view. With online music it is probably already so (Washington Post). But would you ever think this applied to Beer?
Check out this quote by Scots whisky manufacturer James Thompson in comments at gapingvoid: “We have decided to create a drinks product that will never be made available to large retailers – ever. We don’t need them and we don’t like them that much.”
Technology shortens distance and time between people and the things they desire. Likewise, it enables companies to market to individuals, or small communities, instead of the masses.
Related thread in Slashdot.