Beer is one of the few things, along with technology, that eternally budget-conscious Americans won’t skimp on. In the U.K., too, beer sales survived the most dismal days of the recession. Once marketed on the premise that an ice-cold beer is a good beer, beer has been held to higher taste standards in recent years. In 2011, for instance, while overall beer sales declined by 1.5 percent, the craft-brewing industry grew its sales by 15 percent. But with nearly 2,000 U.S. breweries and another 1,119 in the planning stage, some experts worry that the craft-brewing bubble may soon burst. In the meantime, mega-brewers aren’t doing too shabbily either; MillerCoors reports a near 17 percent rise in income during the first quarter, attributing the increase to raising its prices and unseasonably warm weather, particularly around St. Patrick’s Day. While the top brands concentrate on marketing efforts—Pabst is appealing to the military and Coors Light has stocked shelves with color-changing cans—craft brewers are experimenting with their brew. See Left Hand Brewing Co.’s Nitro milk stout, which uses nitrogen instead of carbon dioxide during the bottling process. With so many new brands, even the snobbiest of beer snobs might find it more difficult to pick their poison. For that, the new BrewTrackr app, which lets you record and rate the beers you like and dislike, might come in handy, especially when there’s a chance that favorite brews won’t be easily remembered the next day. Who knew beer could provide so many interesting marketing ideas to tap?