TL;DR - I use the craft beer industry as a way to understand Capitalist Propaganda, how Capitalism and Socialism are inextricably linked to each other, and how through the use of propaganda, companies use the "illusion of choice" to coerce you into believing that you prefer the products that are most favorable to them. In order to change this into the consumer's favor, you need to be an informed consumer in the free market, and raise class consciousness to overthrow the tyranny of Capitalist Propaganda, that is called "Marketing".
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You can't understand Capitalist Propaganda unless you have a solid understanding of what Capitalism is beyond the literal definition of the word, which is just an abstract ideal. Propaganda plays off of the discrepancies between the ideals of Capitalism, like the free market, which is another abstract ideal, and the reality of Capitalism in practice in America, which can be characterized as Trickle Down Economics. Capitalism sought to be a pragmatic alternative to its economic predecessors, a fact which drives Capitalist Propaganda. However, through layers of abstraction throughout the years, it has become more of a religion, as critics refer to the increasingly ideological concept as "Supply Side Jesus", meaning you give all the money to the rich, it'll trickle down to the poor, and they can "vote" on the actions of the capitalists through monetary interactions in the free market.
Capitalist Propaganda is engrained in America, because at the time of our founding, Adam Smith wrote "Wealth of Nations", which is considered the Bible of the Free Market. This groundbreaking work utilized Newton's Laws of Physics, which were en vogue at the time, to describe how interactions in the marketplace would balance each other out, just as the laws of Newtonian Physics do.
The very noble purpose of Wealth of Nations was not create the oligarchy we have today, but to do the opposite. He wanted to describe a system that would protect individual freedoms and be truly democratic. Just as Lenin and Stalin bastardized the works of Marx, so too have capitalists in America bastardized the intentions of Adam Smith.
Capitalism and Socialism are best learned side by side, in my opinion, to avoid falling into the trappings of either ideology that our brains like to do. Which one is better? It depends on the market, but the answer is almost always somewhere in between.
Through learning how Socialist concepts can be applied to problems in Capitalism, you can cut through the propaganda and will see for yourself that these problems can be solved if we just drop the labels and do what's best for society and the individual. The problem is always finding the proper balance.
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WHAT? CAPITALISM AND SOCIALISM ARE JOINED AT THE HIP?
Yep. You can never live in a pure economic system. Purity is always an illusion. If you want something to be pure, you have to put a lot of energy into making it that way. Nature likes to mix stuff up. This is why ideologies around racial purity and fascism always fail. There are people who want a "pure" economic system, but they are usually the people at the top and would only get richer from more purity while the rest of society loses freedom and slowly starves.
In a nutshell, Capitalism promotes laws that benefit those with money, while Socialism promotes a safety net that benefits everyone. Every single human is born into Socialism. As a baby, you need food, someone else works for it and gives it to you, but then at some point, you are expected to exchange labor for capital, and buy your own food. See? The two are forever bound as the yin and yang. You can also grow your own food, but for that you need land, which is capital.
These interactions are very tricky. I only want to tell you enough so that you can start to see Capitalist Propaganda, because right now, you're like a fish in water that can't see water. I often use this line to describe a person who can't see their own homegrown propaganda. The best way I found to study Capitalism is by relating it Socialism, the "air" above the "water" of Capitalism, if that makes sense.
I always find it best to look at a microcosm to understand these concepts. And today, that microcosm is beer.
Mmmm....Beeeeeeeeeerrrrrrr.....
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CONFLICT OF INTEREST AND THE ILLUSION OF CHOICE
Before I poison your mind with my own propaganda, picture you're on vacation and you walk into a bar and want to order a beer. If you really want to understand the power of propaganda in your own life, really think of this before we break this all down. Really think, what makes you decide which beer to order? Do you like to look at the labels on the tap or bottle? That's obvious propaganda. It has absolutely nothing to do with the taste or quality of the beer itself, but sways your opinion toward logos you've seen before, which is why you see so many beer advertisements, which means that money that could've gone into quality is instead going into propaganda, and you're already biased towards an inferior product. Interesting. You really can't help being swayed by marketing, but at least you can be conscious of that fact, and that's important in order to be an informed consumer.
Do you ask the bartender for a recommendation? Why would you do that? You don't know the bartender any better than the beers in front of you. How do you know they aren't paid more to offer you a beer that sucks and is 12 years old and the owner wants to get rid of it? Do you ask for a certain style of beer? Do you ask for a local beer? And once you finally narrow it down to a few choices, do you ask for samples so you can make up your own mind? You should always do this. Then we get into "flavor propaganda", which we'll discuss later. Jeez. Did you every realize there was so much complexity behind being an informed consumer and just ordering a simple beer? Maybe you'll give in and just tell the bartender to pour whatever. Choice is difficult sometimes.
If you really visualize this and take a minute to let this sink in, you'll start to understand how external forces hijack the processor in your mind to manufacture desire through the illusion of choice. However, your health and enjoyment of the beer is not the goal for these external forces, they only want you to purchase. The perfect example is fast food. They know their product sucks, but they know you'll keep buying it, but that doesn't keep them from lying about how delicious it is in their ads. There is far more at play behind the curtain. There is a science behind addicting you to things, this is reinforced by a corporate tax and subsidy system that contorts the free market pushing centralization of production through homogenization and use of chemicals to hide the homogenization, and simply because there is more than one option, they make you feel like you have choice. This, in a nutshell, is how the illusion of choice works in the free market. It's not about what YOU want. The producer manipulates you to think you want what they have. Through this, they deceive Americans into buying products with a list of ingredients that a person would never freely choose to consume. So if you want to order a beer with no shit in it, then you're shit out of luck in America. You could in Germany, but we'll discuss that later.
While you're standing at that bar, you aren't conscious of the fact that your interests are in direct opposition to those of the bar owner's. Capitalists hide this fact with their perfect smiles, but Marx described this in detail. You want the best beer for the cheapest price, and the bar owner wants to sell you the cheapest beer at the highest price you'll pay. It doesn't stop there. The bar owner flips roles in the same situation with the beer distributor, who does the same with maybe another level of distribution, and continues to the brewer, then goes to the brewer versus supplier, supplier to farmer, and even though you'd think it stops there, the farmer has to deal with suppliers of equipment and seeds, and on and on.
Add to this list their auxiliary staff of HR, drivers, managers, brewers, bottle/keg makers, and of course owners, none of them care whether you actually like the beer you're drinking as long as you keep buying more. That's the big driver here.
Did you ever realize that every time you buy a beer, your own capital is partially responsible for creating and sustaining all of these jobs involved? You, my dear beer drinker, are the true job creator. Budweiser can brew all they want, it means nothing without buyers, who are the true engines of capitalism. Instead, you're treated as a rube by suits in a boardroom somewhere.
Capitalist Propaganda tells us the billionaires are job creators, but this is a lie. Jeff Bezos can't drink enough beer to sustain all these jobs. So why do we let him hoard all the money? Wouldn't the economy do better if we spread out Jeff's money so more people could buy more beers and more jobs would be created? According to Socialist Economics, yes. That's actually, quite simply, a Socialist Free Market. Did you even know that existed? The power hungry greedy people who are too lazy for manual labor go to such great lengths to make sure you don't learn it. They want you to think that only Capitalism allows you choice in the market. I'm sure you can guess why they say that.
Capitalism maintains itself by exulting the wealthy who use their economic power to punch down. The only way this system won't fall into fascism and fail is if the consumers start to punch back. Where Marx envisioned the Dictatorship of the Proletariat as they usurped power from the Bourgeoisie, a modern alternative is just teaching people to understand the system we live in, so that we can just start making changes in the way we live and to whom we give our money.
See that? Capitalism and Socialism can get along nicely, so long as the consumers are informed.
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CLASS CONSCIOUSNESS AND THE ALIENATION OF LABOR CAUSING LONELINESS IN SOCIETY
What I described within the previous section is what Marx called "Alienation of Labor". Each step in the process of making your beer is isolated from the others, so no one feels ownership over the end product or a true connection to the consumer, or job creator. Even the bartender selling it is alienated from the profit of their labor in serving the beer, so they only focus on the service aspect of giving you the beer, because that is where they earn their tip. They can't really fix anything about a shitty beer other than to offer you a different brand. The capitalist owner is usually not there. Their only interaction is setting the rules for everyone in the bar to follow, and pay themselves more than everyone who has to follow those rules. This is part of the conflict between the classes. I'm not saying it's right or wrong, I'm just pointing it out. The bar owner themself has to spend money on propaganda to attract customers that could be spent in other places, so has to find ways to cut costs. Unfortunately, they buy cheaper beer...and this is why you end up with IPAs. No one is connected to the products, so they only look at prices and find the cheapest, passable product. This is the race to the bottom of Capitalism.
Compare this to when brewpubs were a new thing. The brewer would come out and talk to you about the beer, you would give feedback that could effect future batches and it connected everyone to each other through commerce. It makes business "social" and I think nearly everyone enjoys that, but it is losing out in competition with chain breweries that enforce isolation and make cookie cutter propaganda and cookie cutter business models so they can turn owners into managers and suck all the profit back their corporate headquarters and offshore accounts. They kill the experience and make everything transactional. And all the kitsch they hang around their cookie cutter chain bar is just to hide the fact that no one in that place cares about anything other than not getting fired. Everyone is effectually alienated from everyone else. It's worth a read to check out this page on Marx's Theory of Alienation.
This alienation is the root of a lot of misery in society. Humans are communal animals forced to live in a society of individuality and alienation. As they mope around, they seek an escape. And that is why advertising is so nefarious. It seeks to manipulate you in that state. Imagine driving home from your alienating job to you empty home, but looking up and see a billboard with bunch of actors laughing and drinking beer. They take pictures that make these actors look like friends. It's just for show. They aren't selling beer to those laughing people in the picture. They're tempting lonely people to drown their sorrows. Capitalist Propaganda is used so your brain doesn't understand what it wants. It wants friends, then sees the words Bud Light. So when the bartenders asks...Make it a Bud Light. Look at how much money they spend to manipulate and capitalize on people's suffering.
Propaganda in Communist countries is controlled by the government, so it's clear who the enemy of your freedom is. Capitalist Propaganda hides behind the layers of complexity of the same economy you rely on to survive, so you never know what's propaganda or where it's coming from. Marketers find every way imaginable to get their disinformation in front of your eyes, even enlisting your friends on Facebook in annoying MLM schemes. Propaganda invaded everything that can be legally monetized. It's in the media, and not just commercials anymore. There's product placement, stories injected into the news, and even movies and social media created an entire industry of "lifestyle propaganda", telling you how to live your life and indulge in overconsumption. It's REALLY hard to get away from Capitalist Propaganda. There is so much money and research behind it and so much depth, even this long post is only barely scratching the surface. I just want to open your eyes to it.
I can't make you see all this. No one can. I can only describe it as best as I can. What you will experience when you understand this is what I call "Economic Enlightenment", similar to what Marx called "Class Consciousness". Once it happened to me, the world looked amazing, and the shitty propagandists selling us false hope all look like clowns in a very odd circus of vanity, despair and mediocrity.
Once I understood this, I saw clearly how we are increasingly trapped in a form of Corporate Slavery, led by seriously ridiculous oligarchs like Mark Zuckerberg, who thinks he's the reincarnation of Augustus Caesar or something. That's why he has that haircut! This is a guy who stole a company and hired "screen psychologists" from Las Vegas to get you hooked on Facebook the same as casinos do with slot machines. He wants to be the funnel for propaganda throughout the world. He wants to be the kingmaker, decide what people buy, who they like, what views they hold. He can only do this because so many companies spend so much money to put their propaganda on that platform. They can only have this much money because the free market is not actually free. It's bought and paid for on platforms like Facebook and Amazon. The money that was supposed to "trickle down" is instead being spent on Capitalist Propaganda on these platforms, to get the proletariate to trickle their money up through endless, nonsensical online purchasing and local businesses who send the town's money to people who can't do anything with it but buy up properties that increase your rent and cost of living.
When people get drunk on the power of propaganda, they forget the lessons of the past. Propagandists always fall prey to their own delusions over time. In reality, your life is better without Facebook. There isn't anything on there that is healthy. Even if you just want to talk to a few friends, you are going to fall for the propaganda there. You can't help it. And if your bar advertises on Facebook, just think, that money could've gone into purchasing higher quality beer then sold at the same price, instead of going to Mark Zuckerberg so he can drop $30 million to buy the houses around him so no one can spy on him while he spies on you. You really gotta watch out for a guy who combines spying and propaganda all into a single app and thinks he's going to bring 200 years of peace to America. History is littered with knuckleheads like that. It's best to get off Facebook and encourage everyone else to do the same. Zuck only wants to lead himself to the Promised Land, and he's using your ignorance to fuel his own delusions by deluding you into thinking you want what he has to offer.
Let's get back to beer.
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IPAs AND THE FREE MARKET VS THE RACE TO THE BOTTOM
I like beer. When I worked in Germany, it was easy to walk into a bar and, like Farva, just order a liter o' beer. Often, there would only be two choices, light color or dark. As a matter of fact, even at the most famous beer festival in the world, Oktoberfest, people mostly drink the same standard type of beer, and no one complains about the lack of choice. It's quite easy. You can order with one finger. No need to see a menu or ask what's in it. It's simply beer. This worked for centuries. Consumers are fine with it. Prost! Have you ever shared a story like this and people say, "Oh, that would never work in America. Americans want choice." Yeah. Because we are flooded with Capitalist Propaganda.
So if consumer choice isn't pushing for a selection, why would a free market call for it? Imagine there are two bars and one of those bars says "30 beers on tap" and the other doesn't. You're more likely to choose it, and the other bar will have to compete in some way, often by copying. This forms trends, and people mistake this for something customers wanted. Trends are always marketing. Don't believe me? What happened to fidget spinners? So now you have a bunch of beers that no one asked for, yet will now demand. Competition creates more Capitalist Propaganda to create demand for something you never even wanted, but makes you think you do. And that's the best propaganda. You think you are thinking for yourself. This is the fallacy of consumer choice.
If you want to understand just how important that last paragraph is, consider this, "consumer choice" is the same propaganda they used to get you to carry around a device that spies on you 24/7 and sends that data to people you don't know, and you can't stop it, can you? You chose that. You wanted it. Not only that, but you paid $1,000 for the device to opt into their spying program, for the privilege of being mind controlled by the propaganda their AI selects for you. Did you read the Terms of Service? As bad as you may have thought Communist Propaganda was, Capitalist Propaganda is far better, and far stealthier. You believe you have freedom of choice. But your only choice is usually take it, or leave it. Oh, you need it for work? Maybe find a different job. Or just succumb to mass surveillance, and next year, you can drop another grand on a device with a marginally better camera.
There is a way to free yourself. You just have to understand the nature of propaganda. It took me a while, but I eventually broke free. Under Socialism, there would be laws against the exploitation of consumers. Capitalist Propaganda tells you that this takes away your freedom. This is a lie. Regulations give you the freedom to not have to worry whether the beer you're drinking has poison in it.
Germany has a lot of regulations on beer. It has the Reinheitsgebot (purity order), a law passed in 1516 that states that beer can only consist of water, hops and barley. Note, this is a different use of the word "purity" from earlier, as beer is itself a mixture of things. Historically there have also been regulations where beer could only be sold regionally, so no matter what part of Germany you were in, you only got a certain brand of beer at the bar, but it didn't matter because they all had the same ingredients. They could make wheat beers or unfiltered, but they were generally variations of pilsners and lagers. One meaning of the word "Lager" in German is "storage", meaning the beer was brewed in a way that it could be stored, allowing them to brew in bigger batches and store it.
Lagers use a more complex brewing process, so only larger breweries would make them, but this worked because of protected territories. America has a similar system, because each state has its own regulations on alcohol, but this is changing as corporate lawyers fight to homogenize the rules favorable to them, but the consumer loses control. Big brands tend to be lagers as they have general appeal to a wide audience. Did you notice this is the second time I pointed out that corporations create homogeneity? Without regulations, corporations create Fascism. That is why I tell people that we already live in the NWO but corporations rule the world instead of governments. Why do you think so few conspiracy theorists make this connection? Propagandists are paid a lot of money to keep even our small community confused about the reality of what's happening. Now, check out conspiracy and you'll see what I mean. They are spreading propaganda for the NWO over there and don't even know it. I tried to point that out and they finally banned me. Oh well. They'll figure it out in their own time.
In America, in 1978 it became legal to brew beer at home. This is what led to the explosion of new beers in the US decades later. Americans don't have purity laws, so could test new recipes. But people didn't generally like IPAs before, so how did they become so popular that they control 30% of the market? Marketing, of course. Create the market and tell people what they want.
IPA stands for India Pale Ale. It was invented by the British as an easy way to make a beer that they could drink in India. People only drank it out of necessity, as the other beers couldn't make the trip. IPAs are very easy to make and very forgiving, because if you mess it up, it already tasted bad anyway. As people started trying to get into microbrews, they often didn't have the capital to make lagers at small scale, and also wanted a simpler process so they didn't have to hire or train expert brewers, IPAs are cheap and easy to make at smaller scale.
In order to make it drinkable, brewers experimented with many different flavorings. This created a cult following of craft IPAs, where people would drive hours to stand in line for hours to try the newest concoction. The trendy nature of the craft beer world kept people training their palate to adapt to the taste of an IPA, making people start to actually like them. The flavorings made people think they were different, so even if they didn't like it, marketing tactics kept people coming back to try the latest blend. Your palate can adapt A LOT. Swedish people love Surströmming, but watch this video of Americans trying it for the first time. They tried to get me to eat it several times, but I would rather sit in a sauna until Tuesday to avoid smelling it while watching them eat it. It really smells that bad.
IPAs enticed people with popular, aromatic ingredients like bananas and pineapple. This is what I call "flavor propaganda". It's not bad in and of itself, but it can be easily misused to cover issues with quality or hide the taste of preservatives. Since we don'e have laws like Germany, you're left to rely on the knowledge and honesty of the bartender to find out. They don't make this info readily available, which is another form of Disinformation.
So if you think you actually like IPAs, just remember, you are just like a Swede eating rotten fish. A lot of propaganda went in to making IPAs popular, but it's the cheapest, easiest product to make that can be sold at the highest price, so they become popular. This is what business students call a business plan. To overcome the bad taste, IPAs were marketed as "classy" to shame you if you choose the more expensive to produce and more appealing pilsners and lagers, which were given a bad name due to being associated with major brands like Bud Light. This makes it harder to market microbrew lagers, which can only fetch a certain price due to association. And this is what is referred to as the "race to the bottom" in Capitalism.
Instead of trying to innovate ways to produce the beers you want, they just figure out how to get you to pay more for an inferior product, just like they do with BBQ. They make you think you want it. From this you can understand why "food" is full of junk that you wouldn't feed your dog. Whatever legal poison helps cheapen the product is considered "smart business", another propaganda term designed to hide the reality of doing immoral and harmful things to other humans for profit. If you make money on it, it's good. As if there aren't better choices we could come up with if there truly were a free market with an informed consumer.
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STRENGTHEN THE FREE MARKET BY BEING AN INFORMED CONSUMER
We don't need a Communist Revolution to make positive changes, so take off your ski masks and put your Antifa flags down. I like microbrew culture and still enjoy IPAs, but understanding the marketplace is how I do my part as an informed consumer and job creator to help create the world that I want to live in. I encourage you to do the same. Vote with your dollars. Don't let the Zuck-type sociopathic, corporate people in a distant land decide what you consume by looking at ads on his platform. Visit local breweries and talk to the brewmaster. Don't reinforce alienation from labor. Connect with the people who make the things you buy. Support independent entrepreneurship. These are the paths to a brighter future where we share in the abundance of wealth.
Discover Economic Enlightenment for yourself and realize that We The People are ultimately in control. Wealth inequality is greater than it was in France before the French Revolution. Don't let this train take us into the depths where another Lenin will arise and spend the night shooting people.
How you choose to spend your money today is what decides what will become the society of tomorrow. And remember, you always have the choice to buy nothing at all. I never saw a billboard that said that.
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LET THEM DRINK BEER!
I hope this gave you a glimpse behind the curtain of Capitalist Propaganda. Propaganda isn't just political, it has invaded everything and it's at full blast right now. I hope you can piece together how Capitalist Propaganda is actually designed to make you subservient by controlling what you want so they can maximize their own profit and teach you to accept whatever they offer, the homogenization of choice. However, your life is your own and you should remain in control of all aspects of it, including your desires.
Richard Wolff is an economist who studied at three elite universities in America and discusses how he was not able to even learn about Socialist Economics in the ivory tower, even though Capitalist Propaganda calls universities leftist. He found no department in America that is even willing to teach it or study it. Capitalist Propaganda censors these ideas, especially at the university. People in power don't want the serfs to learn about themselves. Check him out on YouTube. You'll realize that unchecked Capitalism leads to Fascism and Slavery, which is why they want to get rid of the minimum wage, so that we can return to sharecropping which is already increasingly happening in America under different names, like "student debt", "mortgages" and "insurance". Don't you think it's odd that a person has to go into debt so they can generate profits for corporations who really ought to be paying for this education themselves? If you have to go into debt before they'll hire you, it's much easier to negotiate against you.
If you want to see other examples of propaganda, check out this random tweet from one of America's Top Capitalist Propagandists. These are very odd pictures, and the only thing I can see in them is that they must be promoting those outfits, likely the blue dress, maybe those men's outfits as well. One thing you know is that she didn't become a billionaire by letting any single opportunity to enrich herself at the expense of others pass her by. I didn't look it up, but I am certain they sell that blue dress, or whoever does paid her to post this.
That's the main reason celebrities use social media. It's marketing. Their whole schtick is to sell garments made in a sweatshop in a foreign country by people who can't even afford a beer to Americans who are facing bankruptcy and homelessness themselves.
Read the replies of the tweet. These people have influence that vastly outsizes their understanding of their impact on the world. There are guillotines in the comments. There usually are. I'm seeing them a lot lately.
This type of propaganda is everywhere. And it's destroying America. Just like propaganda led to the demise of Nazi Germany, we could be looking at the same thing, but worse. It could start off as famine.
If you're having trouble deciding between the beers you are being offered, it's probably because you don't want anything at all, in which case the proper choice is: nothing. Or, try tap water. Maybe you're just thirsty. Now ask yourself, when you envisioned yourself at a bar, did you ever think to order water instead? Did you entertain the idea that you didn't even want a beer. That's the power of suggestion.
What if the rest of the world just cut America off from the means of production outsourced to areas with cheap labor? We would have our own famine and likely war. And if we have a revolution here, with the masses in the country being so disinformed about everything and not having any sort of class consciousness at the moment and instead stuck in alienation, the leader that rises here will likely lead to something horrifying. And we censor ourselves from pointing out the simple fact, that the only way America will survive is to tax the deluded royalty like Kim and Mark back to reality, so they can't indulge their reckless, childish delusions by selling off the very fabric of our nation to the highest bidder.
That doesn't make me a Socialist, that just makes me honest.
Enjoy your beer!
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Thanks for reading and I hope I helped you understand how you can empower yourself. I'm excited about the one I wrote for Election Day tomorrow to keep our NOPOL spirits up while all the politics clouds the airwaves. Cheers!

List of all French products to boycott Major brands: * Accor * Activia * BNP Paribas * Air France * Bonne Maman * Bugatti Automobiles * Carrefour * Cartier (jeweler) * Chanel * Citroën * Clarins * Clear (shampoo) * Danone * Dior * Évian * Garnier * Hermès * Ibis (hotel) * Ibis Budget * Ibis Styles * Kenzo (brand) * L'Occitane en Provence * L'Oréal * Lion-Peugeot * Longchamp (company) * Christian Louboutin * Mercure (hotel) * Michelin * Perrier * Peugeot * Président (brand) * Renault * Sanofi * Sephora * Tefal * Total SE * Ubisoft * Volvic (mineral water) * Louis Vuitton * Waterman Pen Company * Yoplait * Yves Rocher (company) * Yves Saint Laurent (brand)
0–9 * 12 bis A * A.L.B (Watches) * A.P.C. * Accor * ACMAT * Activia * AG2R La Mondiale * Air Caraïbes * Air France * Aixam * Albingia * Alstom * Alter Eco * Amora (mustard) * Andros (company) * Anne Fontaine (brand) * Arc Holdings * Archos * Areva * Armand de Brignac * Arturia * AT Internet * Atari SA * Au Départ * Auchan * Dominique Aurientis * Automobiles Chatenet * Automobiles ERAD * Aux Etats-Unis * Axa B * Babolat * Baccarat (company) * Badoit * Balenciaga * Banania * B&B Hotels * Baron de Lestac * Beneteau * Betjeman & Barton * Bière de Garde * BNP Paribas * Bonnat Chocolates * Bonne Maman * Bookeen * Vera Borea * Boucheron * Bourjois * Bouygues Telecom * Brandt (brand) * Brasserie Thiriez * Bricomarché * Buffet Crampon * Bugatti Automobiles * BUT (retailer) C * Cacharel * CAMECA * Campingaz * Canson * Carambar * Carrefour * Carrefour Planet * Cartier (jeweler) * Groupe Casino * Castel Group * Castorama * Caudalie * Champagne Binet * Champagne Gauthier * Champagne Krug * Champagne Mercier * Dom Pérignon * Champagne Louis Nicaise * Chanel * Charles Heidsieck (Champagne) * Chaumet * Chloé * Chocolat Poulain * Christian Dior Ready-to-Wear runway collections * CIAT Group * CIJ * Citroën * Clarins * Clear (shampoo) * Clément Tyres * Club Med * CMA CGM * Comptoir des Cotonniers * Constellium * Courvoisier * Crédit Agricole * Crédit Industriel et Commercial * Crédit Mutuel * CS Communication & Systèmes D * S. T. Dupont * Dailymotion * Dane-Elec * Dangel * Daniel Hechter Paris * Danone * Dassault Group * Daum (studio) * De La Chapelle * Delair * Delbeck * Delsey * Derby (French car) * Dior * Total Direct Énergie * Dragon Bleu * Dufour Yachts * Duralex * Duralex Picardie E * Eisenberg Paris * Benoît-Pierre Emery * Engie * ESI Group * Essilor * EssilorLuxottica * Évian * Exagon Engineering F * Faiveley Transport * Fareva * Fauchon * Fauré Le Page * Faurecia * Fenocchio * Fenwick Groupe * Fine Champagne * Fnac * Focal-JMLab * Fragonard Parfumeur * Frapin * French Bee * Fromy, Rogée & Co G * Garnier * Gauloises * Gimar Montaz Mautino * Gini (soft drink) * Gitanes * Gitzo * Goyard * Grenoville * Grey Goose (vodka) * Groupama * Guerlain * Gunhild (clothing) H * Handpresso * Pierre Hardy (fashion designer) * Haulotte Group * Hennessy * Hermès * Hervé Chapelier * Jean-Paul Hévin * Hollywood Chewing Gum * Houbigant Parfum * Hutchinson SA I * Ibis (hotel) * Ibis Budget * Ibis Styles * Iliad SA * In'oya * Ingenico * Invoxia J * J. P. Chenet * Jeanneau * JOB (rolling papers) * Joon (airline) * Juery K * Kenzo (brand) * Keolis * Koenig (organ builder) * Kolibree * Kookai * Krampouz * Kréma * Kronenbourg Brewery L * L-ACOUSTICS * L'Occitane en Provence * L'Oréal * La Cornue * La Rochere * Laboratoires Expanscience * Laboratoires Pierre Fabre * Laboratoires Servier * LaCie * Christian Lacroix * Lactalis * Ladurée * Lafarge (company) * Lag (company) * Lalique * Lancel (company) * Lancôme * Lanvin (company) * Guy Laroche * Laster Technologies * Laurent-Perrier * Le Chameau * Le Coq Sportif * Le Zèbre
L * E.Leclerc * Legrand (company) * Léo Marciano * Leroy Merlin * Lestra * Level (airline brand) * Lion-Peugeot * Loft design by * Longchamp (company) * Christian Louboutin * Louis XIII (cognac) * Luneville Faience * Lyreco M * Mainbocher * Maison Devambez * Maison Maquet * Majorette (toy manufacturer) * Make Up For Ever * Malabar (chewing gum) * Malesan * Malletier * Manitou Group * Maped * Marais (company) * Marigaux * Marithé et François Girbaud * Maritima Ferries * Mavic * Mazars * Mazlo * MBK (Scooter manufacturer) * Melvita * Rodolphe Menudier * Mercure (hotel) * Michel Cluizel * Michelin * Microcar (brand) * Midual * Mir:ror * MobiWire * Moët & Chandon * Monoprix * Morabito (brand) * Motul (company) * Moulinex * Roland Mouret * Mouton Cadet * Moynat * MPM Motors * Murex (financial software) N * Nexans * Nidec Leroy-Somer * Niderviller pottery O * Orange S.A. P * Panzani * Parfums Givenchy * Parrot SA * Paule Ka * Pequignet * Perrier * Perrin Paris * Petrossian (business) * Peugeot * PGO (automobile) * Pinnacle vodka * Poclain * Poliakov (vodka) * Poma * Power Vehicle Innovation * Président (brand) * Promod * Pyral Q * Quadient * Quechua (brand) R * Radiall * Automobiles Rally * Red Bicyclette * Rémy Cointreau * Rémy Martin * Renault * Parapluie Revel * Nina Ricci (brand) * Rizla * Roady (Mousquetaires) * Rochas * Louis Roederer * Rorgue * Ruinart (Champagne) S * Salomon Group * Sanofi * Schneider Electric * Scorpa * Sennelier * Sephora * Septodont * Sescoi * SFR * SGC (wine) * Sixpack France * Skis Rossignol * SNCF * Société Bic * Société Générale * Sodemo Moteurs * Sodern * Soitec * Solairedirect * Solar Euromed * Solex Carburetor * Solido * Staub (cookware) * Suez Environnement T * Technal * Tecnifibre * Tefal * Thiers Issard * Three Barrels * Total SE * Transdev * Trekking sarl U * Ubisoft * Emanuel Ungaro V * Valeo * Vallérysthal * Valrhona * Vandoren * VéloSoleX * Vergnet * Veuve Clicquot * Vicat * Vilebrequin * Vivendi * Roger Vivier * Volvic (mineral water) * Voxan * Louis Vuitton W * Waterman Pen Company * Wiko * Winoa Y * Yema (watch) * Yoplait * Yves Rocher (company) * Yves Saint Laurent (brand) Z * Zig-Zag (company) * Zodiac Aerospace

Hello, you may know me from DD posts about IVZ and 3DP. I'm still heavily in these. But today I bring you SBW.
Ok for real, this might be the laziest DD you've read because it was copy pasted direct from hotcopper. But it will also be the best DD you've read (no offence to u/bigjimbeef recent DD on this but he's always drunk and while his DD did get me interested in this, I think maybe some people didn't take his post seriously because the post read like he had a beer in one hand and his dick in the other).
But I've been thinking lately... wouldn't it be nice if I could, for once, jump on a stock, before it rockets? Like... Every stock I've been in so far has holders who are already 10 bagging. How do they find these stocks and how can I become one of them?
Well, here is your chance. Full disclosure, I'm in at 26.5c, closing price today is 24.5c. It IPOd at 35c so we are still at bargain prices. No rocket yet. If you can think of a reason not to buy, please say so, before I take a larger position tmw morning, as I am trying to keep myself from getting overly keen on yet another stock but so far I can't find a good reason to put money anywhere else.
Copy pasta below:
I thought it was about time that I made the “Ultimate Guide to SBW” and consolidated months of research and analysis into one comprehensive post. Then we can add bits to it from there as more positive news develops.
Let us start with capital structure.
Capital Structure and Why This Is Important!
There are currently 139 million shares on issue, sitting at a price of 32 cents.
This gives a Market Capitalization of approximately ~45 million AUD.
Keep this in mind when we discuss partners and peers later - it’s arguably a more important metric than share price.
The Top 20 shareholders of SBW (which includes key management as the Top 2 holders) have about 90% of the stock on issue. The interests of management are well-aligned with shareholders.
What does this mean in plain English? It means management are extremely incentivized to perform, and are not just idly sitting by collecting an easy paycheck like so many other ASX companies. They have as much at stake as you do! Probably more.
The Core Business
The core business is a profitable operation which has been selling weighing systems to both retail and healthcare sectors – with reliable recurring revenue from customers including, but not limited to, household names like Toshiba and Fujitsu.
SBW have a combination of weighing + artificial intelligence + advanced mathematics which cannot be easily duplicated. The company was first founded in 1971 and was one of the first to shift from mechanical to digital weighing and ultra-thin IoT load sensors.
If you are interested in reading up on some of their patents, please see this link:
https://patents.justia.com/search?q=Shekel scales
I found 11 separate patents here, which are probably not an exhaustive list, but ranging from weighing vehicles in motion, to load cell devices (this is the flagship technology), point of sale apparatus and infant weight systems (for their medical customers)
SBW's three main technology pillars, including patented ultra-thin high precision load sensors, can distinguish between Coke, Fanta & Pepsi - even if they are all in 1.5 litre bottles!
The Hitachi Project (Hitachi’s Market Cap = roughly ~33 billion USD at time of writing, SBW = ~45 million AUD)
http://hlds.co.jp/product-eng/1079
[Translated from Japanese] Hitachi-LG Data Storage. Inc. exhibited in “NRF 2020 Retail’s Big Show” which took place at Jacob K. Javits Convention Center in New York from 1/12-1/14/2020, where Unmanned Store solution using 3D LiDAR(TOF) was jointly exhibited with Hitachi America, Hitachi Vantara, and Shekel Brainweigh (Israel).
Some quotes I found from Hitachi themselves
“Micro-markets are the fastest growing segment of convenience shopping. We see them exploding in high traffic areas, such as workplaces, campuses, train stations and airports,” said Hideki Hayashi, Sales and Marketing Manager, Hitachi EU Ltd.
“Deploying the joint Shekel-Hitachi solution enables retailers and micro-market operators to provide the 24/7 frictionless shopping experience consumers demand without sacrificing accuracy, performance or profitability.”
“As the manager responsible for LiDAR products in EMEA markets, I consider the R&D and commercial collaboration with Shekel Brainweigh to be the perfect partnership as we both bring our respective capabilities to develop a seamless consumer shopping experience. We are extremely pleased to collaborate with Shekel Brainweigh, which we believe is the best digital weighing technology developer globally."
“The collaboration builds on our expertise in optical motion sensors, together with Shekel’s advanced Product Aware Technology, and further strengthens our commitment to overcome the challenges, and address the significant opportunities, in global retail store automation.”
https://www.youtube.com/watch?v=P-uxk2Ycoqw
The Open Retail Initiative
https://www.lfedge.org/2020/02/13/n...ensor-fusion-for-intelligent-loss-prevention/
For the one-year anniversary of ORI, six initiative members Edgify, Flooid, Shekel and LF Edge members HP, IOTech and Intel inspired by the initiative, worked together on a demo for the Intel booth that showcased the value of Real Time Sensor Fusion for a loss prevention use case at self-checkout. The retail environment has become incredibly complex. The latest technologies enable data-driven experiences and unlock business value like never before, yet there is still a lack of interoperability making it difficult for retailers to deploy integrated solutions with speed and ease. The demo illustrates how integration roadblocks can be a thing of the past.
The demo pulls together real time data through the EdgeX middleware from different common systems including POS real-time transaction log, CV-based object detection, scale solution, and RFID, and data fusion—all in a single pane of glass.
Here are some PowerPoint slides of IBM, Intel & Hewlett-Packard talking about the joint solution
https://wiki.edgexfoundry.org/downl...amp;modificationDate=1579904283000&api=v2
The Fast Track Project
https://www.edgify.ai/retail/
Reduce time at till and selection at self-checkout by up to 98%. Computer vision-based product recognition, that continuously learns directly on the till, so the accuracy of the detection always increases.
Friction-less stores are great in theory but extremely complicated to scale in practice. Our edge training solution makes autonomous stores scalable, by having all the AI train directly on the camera. No infrastructure costs and no added complications.
Reduce incorrect selections by up to 90%. Either intentional or unintentional, use computer vision that is trained directly on the SCO itself to reduce loss by more than half!
No barcodes, no packaging, no worries. Simple USB cameras can detect the produce at close to 100% accuracy. Use as a decision support for cashiers, or to avoid consumers having to go through long and confusing menus.
https://www.edgify.ai/wp-content/uploads/2019/08/Retail_Intro.pdf
https://twitter.com/Edgify_AI/status/1277859718413930505
https://twitter.com/Edgify_AI/status/1230534216133332997
Shekel’s Visual Recognition Platform embedded with Edgify’s machine-learning training framework is the world’s first cloudless software that automatically recognises products, including fresh produce, at a retail self-checkout.
This ~45 million AUD Market Cap company allows retailers to potentially bypass expensive cloud services from Microsoft, Google and Amazon.
Sending data to the cloud is a very costly process with the Google Cloud Platform charging 1,000 stores more than US$7.2 million in cloud computing power per annum.
https://www.youtube.com/watch?v=FrpZ56IdFtg
https://www.youtube.com/watch?v=lpqwqQ1tJ4A
You can see the Shekel system 35 seconds in.
Patnership with Madix (2nd Largest Retail Shelves Manufacturer in NA)
https://www.bloomberg.com/press-rel...ade-product-aware-cabinets-to-retail-industry
NEW YORK -- January 13, 2020
Madix Inc., the second largest retail shelves manufacturer in North America, and Shekel Brainweigh Ltd. (ASX: SBW), the leader in advanced weighing technology, today announced the availability of ready-made Product Aware shelves and solutions for the retail industry.
“By seamlessly integrating Product Aware shelves into our hardware, our customers are armed with accessible data giving them reliable inventory visibility and assisting them in addressing over-stock and out-of-stock problems, as well as better control over shrinkage” said Steve Kramer, VP Sales, Madix.
“For the retail industry, this is a defined competitive edge that promotes the opportunity to increase profitability.”
Conclusion
So, remember - the core scales business is what drives the revenue we see today, but the innovation division is where the real potential resides. That will take a few more months/years to play out. I think most people are buying for the fully autonomous frictionless retail technology which comes with a huge addressable market. That’s still being undervalued in my humble opinion.
Considering there are quite a few ASX-listed tech companies with no revenue and over 100 million market cap (some even @ 1 billion market cap right now…
I don’t see why SBW couldn’t move past ~45m market cap in the near future.
Now if you read all this - links included- I commend you for your diligence. It should be obvious now that the Capsule (in partnership with Hitachi) is the “crown jewel” or “holy grail” of retail disruption technology plays (look at the success of Amazon GO for example).
So you are probably thinking: "This sounds great @verce but it’s all just aspirational and hypothetical. When will it be put into operation?" Well I’m glad you asked. The answer might surprise you. And it may be sooner than you think.
The SBW Half Year Report from 31 August 2020 had a little snippet that I think a lot of people missed. Specifically, the following text:
“Flagship micro-market project Capsule is in an advanced stage of pilot in Europe, and expected to be open to the public for trial in the second half of 2020.”
Now you are probably wondering: "That’s great but what if it’s just some obscure insignificant corner store somewhere?" Again, the answer may surprise you, and requires a little digging.
Enter Groupe Casino. A historic player in French retailing since 1898, the Casino Group is one of the world leaders in food retailing with more than 12,200 stores worldwide, located in France, Latin America and the Indian Ocean and a turnover of 37.8 billion euro.
In their Annual Report this year, they mentioned an exciting new disruptive project they were working on with a relatively obscure company.
https://www.groupe-casino.fwp-content/uploads/2020/06/RapportActivite_Casino_2019_EN.pdf
And we have some commentary from SBW featured on Page 42-43 of their Annual Report plugging "the first fully autonomous store in Europe". I'll leave it to readers to determine the significance of being mentioned in the Annual Report of a leading mass-market retail group with billions of Euro in revenue.
The same group who claim to be the source of many innovations such as the first distributor's brand in 1901, the first self-service store in 1948 or even the display of a sell-by date on consumer products in 1959. They are always pushing the boundaries of innovation, and it's an exciting partner to have.
It’s also worth keeping in mind that issuing shares are not the only mechanism by which to raise money. And that a placement at a premium to a sophisticated cornerstone investor can yield great results. Kind of like what happened with 3DP and IHR.
If I was them, I’d be asking Hitachi to chip in.
SBW also have the luxury of generating enough revenue (we are talking USD millions) in 2H20 from the core scales division, that a capital raising may not actually be necessary at this point in time. So they can wait for a better outcome.
Source: “Post 30 June 2020, the business has seen a resurgence of orders for Shekel’s products, resulting in July 2020 sales exceeding July 2019 sales by approximately 18%.”
The final thing I would like to add (if you have in fact read my other two posts which are worth reading) is coming to an appropriate valuation. This is the tricky part, especially with microcap stocks which are valued on their future potential.
We do know that there are medium to high barriers to entry, and that SBW have accumulated a competitive edge with their technology iterated over several decades, with certain patents in place.
We also know that the opportunity is global in scope with a huge total addressable market (TAM) - and that traditional retail is ripe for disruption.
Remember when there were more human checkout lanes at supermarkets than self-checkout? Now it's the other way around. We are even starting to see self-checkout in Bunnings. The trend for autonomous and friction-less shopping - what some term "Grab & Go" - was inevitable. And coronavirus has only accelerated this trend.
https://www.ibtimes.com/5-tech-tren...-end-year-result-coronavirus-pandemic-3011819
5 Tech Trends Expected To Shape Retail Through The End Of The Year As Result Of The Coronavirus Pandemic
“Retailers and brands will need to collaborate more than ever with technology startups to futureproof their businesses and be better equipped to meet fast-changing consumer demand and behavior,” Coresight said.
Coresight reported the pandemic has piqued consumer interest in cashierless models.
Technology firm Shekel Brainweigh said 87% of respondents to its global consumer survey indicated they would choose stores with self-checkout over those with only cashier lines.
So if you ask me, when you consider all the different technology projects SBW are working on - most of which we now know are "close to commercialisation*" - is 45m AUD market cap really fair value for something that has the potential to roll out globally? I personally think it is still undervalued, but the market will eventually decide one way or the other.
Even at 70 cents per share, the implied market cap with only 139 million shares on issue is about ~97 million AUD. Which is still less than 100m. And still quite low when you compare SBW's proven technology and revenue to a lot of unproven technology companies with no real customers whatsoever. And extremely low when you compare SBW's market cap to their collaborative partner Hitachi (ranked 38th in the 2012 Fortune Global 500).
Even at 32 cents as it currently stands, we are still below the IPO price when SBW first listed at 35 cents per share. How does that make any sense?

The Case of the Missing 40,000 Jerry Nugget Decks: A Detective Story
NB: I first published this article (with pictures) at PlayingCardDecks here.
Jerry's Nugget Playing Cards. The story of the original Jerry's Nugget decks is a fascinating one, and there are many interesting side-stories to explore about along the way. You can read the main story about the Jerry's Nugget decks in my previous article here: The Legendary Jerry's Nugget Playing Cards.
But the full truth still remains somewhat hidden, and there are aspects about the Jerry's Nugget story that even today we can't totally be sure about. And with the passage of time, several juicy tidbits of lore have become attached to this famous deck.
In this article I invite you to join me in a quest to explore another juicy story that has become part of the Jerry's Nugget legend. Is it true that the final stock of 40,000 Jerry's Nugget decks was bought up from the casino by a mysterious overseas buyer? Because this is an oft-repeated part of the story, that you'll hear whispered rumours about across the landscape of the internet. But this a statement of fact or fiction, and is it truth or myth? It could mean that right now someone is potentially sitting on a small fortune of Jerry's Nugget decks worth around $500 a piece. If it's true.
So please put on your Sherlock Holmes trench-coat and deerstalker hat, arm yourself with a good amount of deductive logic and persistence, and join me as we see if we can really get to the bottom of this mystery, and dredge up the truth behind this famed haul of 40,000 decks!

A Secret Stash of 40,000 Decks?

If you are curious - like I am - and do some digging about the story and history of the Jerry's Nugget decks, it won't take you long to stumble across mention of the claim that a stash of the final 40,000 decks of Jerry's Nuggets was bought up in a single swoop, cleaning out the casino's remaining inventory of these prized decks.
The story about some lucky buyer nabbing a final stash of 40,000 decks is circulated quite widely around the internet. Do a Google search for "40,000 Jerry's Nugget" and look at how many hits this gets! Some places that sell the decks even include this in their ad copy. For example, here's the ad copy over at one online retailer, which was selling authentic decks for $525 before they sold out:
Another online retailer says the same. Many reviewers have parroted this information as well, such as this example. So do various sites dedicated to information about playing cards, such as this example.
As far as many people are concerned, this information is more along the lines of "fact" than fiction, and it's become part of the story that everyone accepts. Little wonder that it is often repeated by collectors in discussion forums about playing cards, and that it has given more than just one person a tinge of envy.

Who is the mysterious buyer?

So who is the lucky guy with 40,000 decks of precious Jerry's Nugget decks hidden in his basement or garage? And is the story even true?
Some of the sources for this story seem quite credible. And they also reveal the buyer's name: French magician Dominique Duvivier. One person quotes Jordan Lapping, apparently among the first cardists to get Jerry's Nugget decks and use them for flourishing.
Dominique Duvivier is a French magician who performs and works with his daughter Alexandra, and together they have a high profile in the world of French magic. They are even well known in the circles of international magic, and were featured on the cover of the June 2013 issue of Genii Magazine.
Norwegian magician Allan Hagen has a long-time interest in the Jerry's Nugget decks, and he also mentions Duvivier's purchase of 40,000 Jerry's Nugget decks as apparent fact in something he posted on Reddit in 2015, where he describes his perspective on their rarity and value.
You'll read similar reports in an article published by Ukrainian cardists Alexander and Nikolay about Jerry's Nugget decks in June 2017. Two things are common to all these accounts: the number 40,000 for the haul of decks purchased by the mysterious overseas buyer. And now his name: Dominique Duvivier.
I contacted a number of different sources, including people who had personal connections with some of the key players who were closely involved when Jerry's Nuggets decks first became a fad among magicians and cardists in the late 1990s. One source told me: "Interesting, the name of the European magician - it was a big secret back then. Someone actually told me his name back then, but it was on the proviso that I never publish it. Well, I see it's out of the bag now."

Was Dominique Duvivier the buyer?

But is there any evidence that Dominique Duvivier was really the mystery buyer whose name had been a carefully kept secret for some time at least? It was time for some more detective work. Google brought me to Duvivier's personal website.
It didn't take long to discover that Duvivier does indeed have a real fondness for Jerry's Nuggets Playing Cards. They are everywhere - in his photos, his videos, and his instagram.
Judging by the many French-language comments on his site, it also becomes apparent that Duvivier is highly respected and appreciated in his home country for his magic. It's also evident from reading some of the comments that his Jerry's Nuggets decks are a signature of his performance. Some even consider them to be the equivalent of a Stradivarius that Duvivier uses to perform with as a master magician.
But it was when I checked Duvivier's youtube channel that I found some real gold: Dominique himself performing with Jerry's Nugget cards in this clip. In fact, if you check out his other videos there, you'll find quite a few where he performs magic with Jerry's Nugget playing cards, like this performance from 2014, this more recent ace cutting routine, and this false shuffle. Duvivier has even contributed a Jerry's Nugget themed trick to the magic industry, entitled Jerry's Nuggets Cards in Bag.
You can watch the promo video for this trick in French or English. His daughter Alexandra Duvivier successfully used it to fool Penn and Teller on their show Fool Us. Here's the episode, and some unseen footage.
But just because Dominique Duvivier happens to really, really like Jerry's Nugget playing cards doesn't prove that he bought out a massive stash of the last 40,000 decks from the casino. So this still begs this question: Did any of this even happen? And is there really someone on this planet with a hoard of 40,000 decks, whether it is Dominique Duvivier or anybody else?
One of my favourite photos on Duvivier's site is this one here, with his haul. If that's any indication, surely the legendary haul was starting to seem somewhat plausible. It was time to ask around, and check in with some of the people who were around when the Jerry's Nugget decks first became the rage.
Of the sources I consulted, few could be considered more reliable than Lee Asher. For many people Lee is synonymous with the Jerry's Nugget phenomenon. He also had close connections with the events of the time, and was instrumental in bringing the Jerry's Nuggets into the limelight in the first place, by singing their paises. He was kind enough to respond when I contacted him for comment about Duvivier's alleged haul of 40,000 Jerry's Nugget decks, and Lee bluntly told me the following:
"This is misinformation. There weren't 40k decks left in 1999. We don't even know if Jerry's even printed 40k decks."
Really? Apparently Lee Asher knew Duvivier personally, and he was the very person who first told Duvivier that the casino even had the cards for sale. He also visited his home and shop in Paris many times throughout this period of time. In Lee's words:
"Without a doubt, I NEVER saw 40k of ANY deck there. That's basically nine pallets worth. The house, their magic shop and night club weren't big enough to house these decks. It also seems Duvivier isn't the last one to buy the remaining decks. Jerry's Nugget Casino believes they sold the last case of cards to someone in Japan in 1999."
Well, it seems that the story had to be put to rest. Was this entire story perhaps just a magnificent urban legend after all? And if it was, where does the number of 40,000 decks come from, and how did this story get so much traction that it spread all around the internet, and is accepted unquestionably by so many people? My task had just become a bit harder, but I wasn't going to give up yet. It was time to try to track down where the many websites that quoted this story got the figure of 40,000 from in the first place.

Where does the figure of 40,000 come from?

With some more digging, the oldest article I could find on the subject was by a card collector who has a collection of fine articles on his site, White Knuckle Cards. This particular article dates back to 2009, and is one of the earliest references to the legendary stash of 40,000 decks that I could find.
This particular article seems to be the first time the figure of 40,000 pops up, pre-dating all the more recent mentions of it. And it's not hard to figure out how it spread from there. On 6 August 2015, someone called "Doctor Papa Jones" added these details to Wikipedia's article on Jerry's Nuggets, evidently relying on the White Knuckle Cards article. As a result the Wikipedia article now read as follows: "In 2000, a private collector purchased the remaining stock of 40,000 decks".
So now this "fact" is on Wikipedia and has some real "credibility". In fact, the number 40,000 stays up on Wikipedia for the next five years unchallenged! And that allows it to spread around the internet and go wild. Because where does everyone go when they're looking for reliable, authoritative, and trustworthy information about something? Wikipedia!
Despite the mention of the magical stash of 40,000 decks, Duvivier's name remained out of the spotlight for a further four years. It was simply a mysterious "private collector" who had purchased the big haul. But in 2019, someone connected the dots to Duvivier, and so the Wikipedia article was changed to include his name.
So how did that happen? Well the supporting reference that Doctor Papa Jones included in his 2015 edit was a link to an article by Dan and Dave Buck, dating back to 7 Dec 2011. This article is also no longer available, but can be tracked down with the help of the Internet Archive here. It doesn't give the figure of 40,000 but does drop Duvivier's name.
So the evidence seems to suggest this development: Apparently relying on the White Knuckle Cards article from 2009 as a source, the number 40,000 first embedded itself in the WIkipedia article on Jerry's Nugget Playing Cards in 2015. Slowly the story grew, until somebody finally connected the dots that were hidden in plain sight elsewhere on the internet, and as a result Duvivier's name gets added four years later. Now things are set up for a great story: Mr Duvivier is sitting on a massive stash of 40,000 Jerry's Nuggets in France.
The story gained even more traction as a result of the revived interest in Jerry's Nuggets that inevitably happened when a tribute deck was printed in 2019. It was inevitable that many would rely on Wikipedia as a source, and so the details even ended up being quoted in ad copy for the reprinted decks. What had previously just been a matter of quiet rumour or speculation, was now considered as fact. Oh, the joy of Wikipedia - it has certainly helped promote quite the legend here!
And it doesn't take a genius to see that if this is true, Duvivier could be sitting on a small fortune. At $500 each, 14,000 decks would be worth around $700,000. Naturally a market flooded with them would drop their value. But even if the going price dropped to $100 a piece, that would still value his holdings at over $100,000. Even if he just sold the occasional decks at $500 a pop, this windfall could generate a nice little secondary income. That is, if the legend is true, a fact yet to be proven....

Revising the figure

Because this year, the Wikipedia article was changed. By now of course the (mis)information about Duvivier's haul had gone far and wide, and a lot of potential damage has already been done. But on 25 March 2020 someone called "TheCongressGuy" changed it to read that Duvivier "purchased the remaining stock of 1,500-2000 decks".
Suddenly the number of Duvivier's legendary purchase had been reduced from 40,000 to something around 5% of the size. A figure of 1,500-2000 seems much more likely. So who made the change and what was their source?
I did some more digging and managed to track down TheCongressGuy. He is Kevan Seaney, who describes himself as an "antique playing cards collector, specializing in the Congress 606 brand" and posts here. In February 2020 he wrote here that he'd learned that Duvivier had not purchased 40,000 decks. I was curious, and eventually found the following video that he posted about this:
https://www.youtube.com/watch?v=P2pctAEuiZA
And who was his source that Kevan credits for correcting the previous (mis)information about the number 40,000? If you watch that video, you'll find out that it is none other than the great Lee Asher. Lee Asher isn't just "anyone". He's a playing card expert, and the current president of 52 Plus Joker The American Playing Card Collectors Club. He's the guy who first generated public interest in Jerry's Nugget decks, brought them to the attention of cardists like the Buck twins and Chris Kenner, and was later a purveyor of these icon decks via his website. He's also had personal connections with Duvivier, was the person who informed Duvivier that they were available from the casino, and has personally spent a lot of time with him in Paris.
And Lee Asher is a key person that has helped get real Jerry's Nugget decks into the hands of a new generation today. He's the guy who was instrumental in making a collaboration happen between Jerry's Nugget Casino and Expert Playing Card Company, by suggesting that EPCC get the exclusive licence needed to reprint these iconic decks in 2019, as announced in an official press release here.
It's plain that along with EPCC's Bill Kalush, Lee Asher (pictured below) was singularly responsible for getting an officially licensed Jerry's Nugget deck back into the hands of a new generation and into the collections of those who couldn't afford the massive sticker price of the originals. So if anyone has a passion for the original Jerry's Nuggets, it is Lee Asher. Of anyone in this picture, Lee is the person with the most credibility, and his opinion and perspective should carry a lot of weight.
With Asher as his source, Kevan Seaney points out that 40,000 decks of Jerry's Nugget playing cards is the equivalent of around 8 pallets. That's a massive amount, and would weigh around four tons. And it would take up a tremendous amount of space! Kevan cites Lee Asher as saying (via voice messages in Instagram) that in 1999 Asher told Duvivier that he could get the decks from the casino, and that Duvivier bought around 1,500-2000 decks at the time. Lee subsequently visited his home and store - France's oldest magic shop - in France many times. And according to Asher, there was no way Duvivier had room for 40,000 decks. Kevin also says that Lee Asher pointed out to him that these were technically not the final lot of decks sold by the casino anyway, and that the last decks (a "case" of unknown size) probably went to Japan.
Wow. That really changes things! So based on this apparent "new information" from Lee Asher - who to his credit has apparently been saying this all along - Wikipedia gets a new edit by TheCongressGuy aka Kevin Seaney. The impressive figure of 40,000 is reduced to a much more modest 1500-2000, which is paltry by comparison to the much larger figures circulating the internet, and not nearly as impressive a story. But this is only after Wikipedia has been singing a different tune for five years, so the `damage' has been done, and the story of Duvivier's windfall of 40,000 Jerry's Nuggets is already accepted by most people as a true story.

Duvivier's own story

Suddenly it occurred to me to investigate Duvivier himself. Was this perhaps a line of inquiry that might produce some solid leads and definitive facts? Has the man himself ever commented on all these stories about his legendary haul? Could I find anything directly from the man himself that would shed some light on these legends? In fact, why hadn't I thought of this earlier? Just because nobody else seems to have dug up or reported anything from the man's own mouth, doesn't mean that it doesn't exist. I slapped myself for my own foolishness, and headed back to Google.
As it turns out, Duvivier has written about this! But because it's an article in French, it's escaped notice from most people. Since he's popular as a professional magician in France, he not only has his own website, but he also writes his own blog. And sure enough, he's addressed this very topic in a blog article that he wrote in April 2011 under the title "Magiphageuh No 14: Les Jerry's Nugget".
With the help of an online translation tool, we learn this:

"As most of you already know, I only use real "Jerry's Nugget" cards to work with and have been doing so for many years. As these cards happen to be extremely rare to find on the market (I am obviously talking about the original Jerry's Nugget cards and not the recently reprinted ones) and they excite the magical world a lot, I am therefore constantly asked how many I own, how long have I owned them, what deal I made to get them and with whom, why do I have so many cards, why did I choose these specifically, why don't I want to sell them, why, why, eh?! And I hear such amazing stories about myself on these famous "Jerry's Nugget" cards that I decided to speak on the subject myself today."

This sounds very promising! Duvivier then goes on to tell the story about how the Jerry's Nuggets gained their legendary reputation, and the unique qualities they have. In France in the 1970s, American playing cards were quite rarely seen, and Duvivier knew a French pilot commandant called Reyno who loved magic, who would occasionally bring back cards from the US to a small circle of French magicians. At this time even standard Bicycle and Tally Ho decks were prized by these French conjurers, so besides them a Jerry's Nugget deck was considered a real crown jewel.
Over the years Duvivier occasionally got more of the Jerry's Nugget decks, sometimes even an entire case of them at once, especially via his friend Michael Weber, who was his main supplier. We fast forward to 1999, when he finds himself heading to Las Vegas to perform at The Magic Castle. Here's the story in his words, courtesy of an online translation tool:

"In 1999 (if I'm not mistaken) my daughter Alexandra and I were hired to perform for a whole week at Magic Castle and then for a few contracts in Las Vegas. You may think that I had only one idea in mind at the time: a trip to the original casino where my favourite cards were from, Jerry's Nugget! Michael Weber had told me that there were still a few decks for sale there, so as soon as we arrived I immediately asked Philip Varricchio, who had come to pick us up in a limousine, to take us there. He was rather surprised, as we hadn't even put our bags down at the hotel (yes, I'm a fool) and the old Jerry's casino wasn't really known for being a must-see place! So I told him that I wanted to go there to buy Jerry's Nugget cards. According to him it was impossible to get them for the simple reason that they hadn't been around for a long time, but I was so insistent that he finally complied (hey, hey, hey!). When we arrived there, we went to the gift shop of the casino and I asked the salesman if he was selling their decks.
- Yes," he told me, "I have a few.
He shows me a small piece of wall in the back of the store where a hundred decks were on display. I ask about the price. Not even expensive!
- Well, I'll take them," I say (laughs).
And of course I ask if he has more in reserve! Yes, there were about a hundred boxes left (each box containing a large number of cards, 144 decks!). After a little negotiation, the unit price was even lowered to less than $1.
That's it, that's how it happened and that's it. In fact, in all this story, the most difficult, the longest and the most expensive was to get the stock back to France.
Since then, I've been seeing, little by little, the bids going up on these cards in a rather hallucinating way, whereas, of course, that wasn't my initial motivation at all. From the moment I bought the remaining stock, it's as if everyone wanted to own even more! But I just wanted to have enough stock of Jerry's Nugget decks because I'm a card fanatic and these in particular. I use these cards because they're the best cards I know and I've fought like a big man to own enough of them for me (I should mention that I never had a middleman or a partner to buy these cards). Anyone could have done as I did and I don't understand why no one did: you just had to take the trouble to go to this casino, because the cards were available! In any case, now they are all warm and cosy in different safes, which I won't tell you about. They say I'm the person with the most cards in the world, but I have to say I don't care. I know Chris Kenner is the one who planned it, he has a lot of them too. I've been offered golden bridges to sell a few packages, or even my entire stock. I've had some incredible offers over the years. I never intended to create a buzz with these cards: I just use them for my own personal consumption, that's all...because they're my favorite cards."

Probably the key sentence in that account is this, and the best translation seems to be something like this:
"Yes, there were about a hundred boxes left (each box containing a large number of cards, that's 144 decks!)."
The formula is simple: around 100 boxes with 144 decks each. If true, that would mean 100 x 144 = 14,400 decks. Given that this is directly from the horse's mouth, suddenly the story becomes slightly more plausible. So too is his additional statement:
"In all this story, the most difficult, the longest and the most expensive was to get the stock back to France."
That suggests he didn't bring the whole stash to France in one go, which might explain why visitors like Lee Asher and others who saw his home and magic shop never saw any evidence of them. I'm not a French speaker, so I'm happy to be corrected if I'm misunderstanding anything Duvivier has written - by all means check the article for yourself in the original French, to see if I've got it right. But the long and short of it seems to be that Duvivier is saying that what he bought from Las Vegas around 1999 was not a stash of 40,000 Jerry's Nuggets decks, but 14,000 decks.
14,000 is not nearly as impressive a figure. But even though it's only a third of the size of what the legend floating around the internet says, 14,000 decks is still an incredibly impressive haul. Certainly the amount of pictures and videos that show Duvivier performing with Jerry's Nugget cards, seems to suggest that they are very much part of his regular repertoire. It could just be possible, and maybe I've finally found the truth!
Perhaps the most defining photo of all is this one (credited to Zakary Belamy), which shows Duvivier enjoying a bath with his Jerry's Nugget playing cards! Given the value of these playing cards on the market today, some might consider this sacrilege, but it sure suggests he has a large enough supply of Jerry's Nugget cards. At any rate, his collection of them seems large enough that he can even afford to take them to the bath for a photo op along with his favourite yellow rubber ducky.

But is it true?

Was the mystery solved at last? It was time to get back in contact with Lee Asher, and share my findings. But despite the claims of Duvivier in his 2011 article, Lee is not convinced that Duvivier is a credible source. To be fair, this is what Lee Asher has been saying all along, and for years he's been saying that the story about the legendary haul of 40,000 decks wasn't supported by the facts.
Ultimately what this comes down to is: are we going to believe what Duvivier says? For the most part, Duvivier has appeared to have had little interest in setting the record straight, despite the fact that the rumour of him nabbing 40,000 decks persisted as long as it did. And if he does have a large stash, why has he shown little interest in selling any of the decks that he does have, instead being happy to hoard them or use them only for himself? Would he really have spent all the time, energy, and money necessary to ship even 14,000 decks of playing cards across the ocean from the United States to Europe, just for his personal usage, at a time when the street value of these was only a dollar or two a piece? And if he did, where did he put them, and why has nobody ever seen his stash, including those who visited his home?
There are other details about Duvivier's record of events that call aspects of his narrative into question, such as his complete omission of any mention of Lee Asher, who was the one who made him aware of where he could get them. And in those days, the casino gift shop was very small, so is it really reasonable for them to display 100 decks on their back wall, as Duvivier claims in his 2011 article, when they had such little space to work with?
I had some private correspondence with another magician/cardist who has also stayed at Duvivier's house, and that individual expressed similar sentiments. He agreed that there was no evidence of Duvivier ever owning that many decks. Just do the math: 40,000 decks would mean Duvivier could use a brand new deck every single day for more than 100 years before he chewed through a collection of decks that size. Again: very unlikely. If he really did have that many, it would be way more than he could ever use, and surely he would have sold some by now - which he hasn't. This person remains somewhat skeptical, but acknowledges that the figure of 14,000 is a more realistic number that is not beyond the realms of possibility, especially if Duvivier has them locked up in a storage facility in Paris somewhere.
As an educated guess, it seems that there is good reason to cast some suspicion on this story, and there are some aspects about it that seem rather unlikely. Shipping that many decks, at the time only worth a buck or two each at most, all the way from Las Vegas to Paris would be crazy. But a man willing to jump into a bath with a yellow rubber duck and destroy $1000 worth of playing cards in the process strikes me as crazy enough to do it. Perhaps Duvivier's story is true after all.

A final twist

I was now several weeks into my adventures as an investigative journalist, and I was getting ready to wrap up my story and publish it. But there was one final lead that I had not yet explored. If I was really going to try every possible avenue of information, I had to try contacting Dominique Duvivier himself. Why not? Admittedly, the odds of getting a response from someone about his apparent stash of precious Jerry's Nuggets wasn't likely. If there was any truth to the story about his legendary haul, even to some degree, then he's undoubtedly had hundreds of inquiries over the years. Just imagine the long lines of people asking him about his stash, trying to convince him to part with some of it. If yet another email comes in on this subject, he'd probably roll his eyes and press `delete'. He is working full time as a professional magician after all, and has a career to worry about. I couldn't blame him if he was tired of responding to what undoubtedly would be countless messages from prospective buyers.
But I had no intention to buy anything, so as a good amateur journalist, I had to try. It was a long shot, but to my surprise, I got a response from Duvivier the very same day! It wasn't much, but it included one unexpected bombshell - especially after the journey I'd been on so far: "You'll be glad to know that a special article is going to appear in next Genii Magazine. It's called Dominique Duvivier and Jerry's Nugget cards."
I was stunned. Was someone else working on exactly the same story as me, and had they beat me to the punch? Maybe even Duvivier himself? Could it really be true that in little more than two weeks time, the next issue of Genii was scheduled to come out, and would potentially reveal all? Suddenly I knew that I had to wait with publishing my story. In further emails, Dominique was tight-lipped about any more details. At the very least, surely I would have to wait until that issue of Genii was available, and fork out my cash and purchase a subscription in order to read it. I owed it to my readers to explore every last clue, and give them a story that included all the evidence.
So that is what I did. I waited for the July issue to appear online. Digital editions of Genii are released online each month on the 20th of the month. Finally 20th of June rolled around, and I eagerly perused the contents of the latest issue. Nothing. Nothing remotely Duvivier related. Nothing Jerry's Nugget related. Was Duvivier for real? An inquiry with the editor of Genii produced this response: "Not this issue. Coming up." Would it be August or September maybe? Further inquiries produced only silence.
In follow up correspondence with the Frenchman himself, Duvivier told me "I wrote the article myself. It?s quite long." That sounded promising, but it could just be about his love affair with Jerry's Nugget Playing Cards, rather than a "tell all" story about his haul. There still was no guarantee that it would even be published. And I couldn't be sure that it would offer any more information than his blog article from 2011 which already gave his side of the story, or that it would be any more reliable than the version of events he'd provided there. Was it really worth waiting any longer? It was time to share my findings with the world anyway, and I could always provide an addendum to my story if any credible new information appeared.

Final Thoughts

Is this the final word on this subject? No. I've tried to do the best I could based on information available to me, and shared as much as I could with my readers, so that you can form your own conclusions based on the evidence so far. Undoubtedly there are still some missing puzzle pieces, and in future years some new information could come to light that shows that some of my conclusions were misplaced or that puts aspects of this story a slightly different perspective.
Today we are two full decades removed from the time when the original decks first sold out at the Jerry's Nugget casino. And the further removed in time that we come, the harder it becomes to uncover the truth. Memories become murky. As it is nobody at the casino seems to remember the specific details of what happened. At the time they were probably only too glad to get the remaining stock out of their hands, and nobody could have anticipated how these decks would become the famous icons that they are today. Even their chief evangelist Lee Asher has to be somewhat surprised at the turn of events he's produced since first singing their praises some twenty years ago!
So what can we conclude from all of this? Here's some final thoughts that I'll leave you with:
1. Don't believe everything you read on the internet.
Unfortunately, it's a fact of modern life that not everything on the internet is true. And as we've seen, this also applies to sites like Wikipedia. For topics that have a large number of experts or people interested in a particular subject, changing the facts on a Wikipedia article will quickly see the changes being reverted. But with a more niche subject, like Jerry's Nugget Playing Cards, and especially when it concerns circumstantial material that nobody is quite sure about, it's easy for misinformation to enter Wikipedia. And once it's embedded there, eventually the lore spreads and becomes considered as "fact". So it's important to check your sources, and don't take everything you see online as gospel truth - even if it's on Wikipedia.
2. The legend about the stash of 40,000 decks should be put to rest once and for all.
It's a myth, and there simply is no evidence for this claim anywhere. At most, there is the claim from Duvivier himself that he bought up about 14,000 decks. That might be true, but again, we only have his word for this. As a counter-point, there are those like Lee Asher who know Duvivier and have visited him many times, and insist that they never saw any evidence of this. The enormous cost of shipping a large stash like this to Europe already makes it somewhat hard to believe.
There's no doubt that Duvivier is a huge fan of Jerry's Nugget decks, and he appears to own and use them more than most. But in the end, how credible is he? How seriously are you going to take someone who is happy to post a picture of himself in a bath with a rubber duck and playing cards from a Jerry's Nugget deck? Either that means he has far more decks than he knows what to do with, or he is a little loopy. Or perhaps it's a bit of both. You've had an opportunity to read all the evidence for yourself, so you decide.
Either way, we can safely say that there has never been a stash of 40,000 decks, and the jury is out on whether there was even ever a stash one third of this size. But even if the size of the legendary stash turns out to be smaller than first thought, the reputation and magnetism of the Jerry's Nugget decks has only increased in size, and these now iconic decks will remain firmly embedded in playing card lore.
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Update from the writer: After the original publication of this article, Dominique Duvivier personally phoned me on 24 July 2020 to discuss it, and to share his side of this story. He remembers events slightly differently than Lee Asher does. As Duvivier recalls it, his own interest in the Jerry's Nugget decks dates back to the 1970s and 1980s. At that time he was sourcing them from his friend Michael Weber, who along with magicians like Chris Kenner was also interested in these decks. According to Dominique, he only met Lee Asher during his USA tour in 1999, after he had already bought out the remaining stock from the Jerry's Nugget casino. Duvivier confirmed that the figure of 14,000 accurately reflects the approximate number of decks he purchased from the casino at this time. He shipped the majority of these to France by boat, and stored them in a warehouse, intending them to serve as a life-time supply for himself and his family. Look for his story in an upcoming issue of Genii magazine.