Trump trashed their city. One brewery is making it a badge of honor

Well, that didn’t take long. Less than a week after Donald Trump called Milwaukee, Wisconsin—the site of July’s Republican National Convention—a “horrible city,” one local brewery is showing its civic pride while taking full financial advantage of the Yellin’ Felon’s logorrheic lamentations. 

Trump may have created less than zero jobs over the course of his presidential tenure, but he is providing a boost to the fortunes of MobCraft Beer, which has debuted (Not So) Horrible City IPA in direct response to Trump’s witless diss.

"We were just putzing around this morning, talking through our production schedule and kind of heard the news of our city being called horrible and didn't really like that. Milwaukee is so cool," MobCraft owner Henry Schwartz told Milwaukee’s WISN-TV.

But while some insults are easier to leverage than others—“Marxist, Fascist, Radical Left Thugs Living Like Vermin” barely even fits on a onesie, for instance—MobCraft’s new brew is part of a long tradition of reclaiming put-downs and using them to rally, and raise up, one’s own people, whether through the power of civic pride or tribal identity.