Craft is a hot, hot, hot word right now, particularly in the beer world. On the one hand, some care. Passionately. On the other, who cares? I don’t. I want a fresh delicious beverage I can sip to me delight. I don’t want to hear your rants and raves, your denigrations or high faluting opinions or judgements on high. So just call beer what it is: beer.
If you’re a buyer and consumer, I’d encourage you to consider your habits with the following Rules Of Beer Engagement:
1. Focus on flavor first, not style. What flavors do you enjoy, across beverage and food? Find those and get to know them, well. Identifying flavors at their base will help you move towards beer (and food) you enjoy. It’ll better enable and empower you to ask for what you want which is better for the breweries, retailers, and distributors as well. Specific is terrific.
2. Keep an open mind. Indeed, an open mind is the every best palate tool everyone can and should utilize. Saying you like this or that, saying that you don’t like that or this is closed-minded. Unless you’ve had serious repercussions of beer in your mouth very recently, then it’s time to try it all. Just as an open mind is a help, a closed mind is a major pleasure inhibitor.
3. Enjoy what you like and support whomever is drinking with you in what they choose. In fact, try what they’re drinking and share what you’re sipping as well. If it’s been more than a month since you tried a certain beer your friend is now sipping, try it again. Our physiology changes in various ways as we age – so beer of days past will not taste the same as it does today.
4. Be a diplomat, ditch the snobbery. Diplomacy changes the world for the better. See number 3 above. Supporting beer includes supporting freedom of choice, reserving judgment (who the hell needs that anyway!!??), and fully embracing the moment.
5. Craft is 5 letters connected together. That’s it and that’s all. Any remaining parameters, lines in the definition sand, and boundaries are only on you to put up or leave down. I suggest not labeling your beer. If the product is well crafted, if care has been taken in the manufacture of beer, then it matters not the quantity made. Small isn’t the antithesis of big; it’s a sheltered view of the world and only encumbers your bee enjoyment.
Beer is meant to be enjoyed, shared, savored, and consumed. Doing so with an open mind and diplomacy will more than expand your taste buds – it’ll expand your world and make you a welcome member of society at large.
I want to hang out and get to know people who are open. If you’re one of them, give me a call – let’s go for a beer.