Bootlegged beer was often watered down to increase profits, beginning a trend, still on-going today, of the American markets heavily advertising the weaker beers and keeping them popular. Consolidation of breweries and the application of industrial quality control standards have led to the mass-production and the mass-marketing of huge quantities of light lagers. Advertising became supreme, and bigger companies fared better in that market. The decades after World War II saw a huge consolidation of the American brewing industry: brewing companies would buy their rivals solely for their customers and distribution systems, shutting down their brewing operations. Despite the record increases in production between 1870 and 1895, the number of firms fell by 46%. Average brewery output rose significantly, driven partly by a rapid increase in output by the largest breweries. As late as 1877, only four breweries topped 100,000 barrels annually. By 1895, the largest sixteen firms had greatly increased their productive capacity and were all brewing over 250,000 barrels annually; and imports have become more abundant since the mid-1980s. The number of breweries has been claimed as being either over 1,500 in 2007 or over 1,400 in 2010, depending on the source. As of June 2013, The Brewers Association reports the total number of currently operating US breweries to be 2,538, with only 55 of those being non-craft breweries. Mythology The Finnish epic Kalevala, collected in written form in the 19th century but based on oral traditions many centuries old, devotes more lines to the origin of beer and brewing than it does to the origin of mankind. The mythical Flemish king Gambrinus (from Jan Primus (John I)), is sometimes credited with the invention of beer. According to Czech legend, deity Radegast, god of hospitality, invented beer. Ninkasi was the patron goddess of brewing in ancient Sumer. In Egyptian mythology, the immense blood-lust of the fierce lioness goddess Sekhmet was only sated after she was tricked into consuming an extremely large amount of red-coloured beer (believing it to be blood): she became so drunk that she gave up slaughter altogether and became docile. In Norse mythology the sea god Ægir, his wife Rán, and their nine daughters, brewed ale (or mead) for the gods. In the Lokasenna, it is told that Ægir would host a party where all the gods would drink the beer he brewed for them. He made this in a giant kettle that Thor had