Unfortunately, this is quite the common price range for imported North American beers over here in the Netherlands (where the photo is from, if it’s not Belgium). I wouldn’t spend over €10 for a regular IPA, but I see Triple IPA’s as well and I would occasionaly pay that much for one of those, although I prefer stout beers. The North American IPA’s and stouts that we get over here are often outstanding. I assume we mostly get the good stuff here since the cans will be expensive regardless.

These prices include a 21% VAT as well as an excise tax. The latter is based on the alcohol percentage of the beer (higher percentage -> higher tax). Add the fact that it’s imported from across the ocean and you end up with very high prices. Being a beer lover these days is an expensive undertaking.

Regarding the AI topic, I’ve seen cans with these kinds of designs for over a decade in the beer specialty stores and would not accept them being labeled AI generated when from an established brewer without some decent evidence.