What do you think of when you think the word "beer"? Do you simply see a bottle, green or brown? Do you see a golden fizzy drink? Do you see mountains that turn blue when the time is just right? Do you see a pint of an black opaque molasses looking beverage? Do you see a creamy, hazy weissbier with that huge rocky white head? Do you see musical notes? Do you black out or go blind(if you do go blind, please reconsider drinking the blue stuff under the sink... it's not beer)?
I pose the questions above because at the end of it all, it simply goes under your nose. This week I had a bunch of friends from Newfoundland visit the city. Most had the weekend off and simply wanted to shop, party/drink, and eat at different restaurants. The idea of having a few drinks at a pub came up, and this got me kind of excited because I was put to the test to see if I could find them something different that they have never had before but might like. Well, I enjoy a good challenge.
So, we hit the pub. A few ladies claimed not to like beer and it only took a sleek looking glass of the famed Denison's Weissbier full of cloves, banana esters, lemon, bready notes, and with it's high carbonation, it was a quick win.
Some tend to think that if it's dark it's a stout, heavy, or just "gross." One one of the bunch claimed that he would drink anything as long as it wasn't a stout. You know, "for a laugh!" Durham's Hop Addict had an amusing tap handle and sealed the deal for the first round. Well, as I figured he was just going to get it past his tongue as quick as possible, because that is the custom of most drinkers unaware of what an IPA is or what hops actually contribute to a beer. I simply purposed he smell the beer before drinking and think of citrus and pine. "Grapefruit, it's grapefruit!" Followed by, "this is kind of bitter, but it's enjoyable. I just want to drink this slowly."
After a few drinks they were ready to head to their hotel, not before stopping into the LCBO for more alcoholic beverages for when they got thirsty again. Surprisingly I noticed quite a few go straight for the OCB's Discovery Pack #4. Some others went for Steam Whistle for it's green bottle that was local but looked similar enough to the European import brands that they were familiar with. Others just picked up the "coolest" looking cans they could find and a bottle of rum for good luck.
Most people don't care to pour a beer into a glass, appreciate the colour or aroma, and simply describe the appearance of the beer on the label itself. How sad for some fantastic brews lacking in the arts department. We all know of a few that need not go mentioned.
The one thing I did notice is that people never rejected a "dark" beer when they couldn't see the colour of it within the walls of a brown glass bottle. The idea was just to try something new, try something local. When in Rome, do as the Romans do. Drink the beverages of Ontario because they don't frequent Newfoundland all that often. It has been nice to see Mill St. get the Organic Lager onto the rock. A safe brew to add to the small beer selection that exists on the island.
This weekend has proved that even the most stubborn people are willing to try something new. Baby steps, but they are willing, especially in a dare or party situation. As long as someone breaks out a guitar and sings celtic jingles revolving around the subject matter of booze, boats, and women, then someone will drink something as long as it's called alcohol. Preferably beer it seems.
The other issue to note here is the importance of a label. Should we all have labels of horses, dogs, or no images at all. Should there be swirls and bright colours, a cute brand name, or a commercial on the television that one person remembered?
As much as I'd like to be idealistic and fight for the idea of a label or name not mattering, it really does. The label will sell a beer to a stranger, and the product itself will keep them coming back. If the second time they come back and it's not consistent like the mainstream counter parts then that could also pose problems.
After reading Pete Brown's blog about comparing beer to wine, I too thought it may indeed be fruitless to compare beer to wine or compare beer to anything but that golden fizzy stuff. Though, it is not a lost hope to get people to try new things. Beer is still meant to be fun, drinkable and for most, a social beverage. Sometimes a small selection of craft beer is better than a big. I keep thinking "baby steps."
At least, at the end of all of this I know that people will indeed seek out new things, and some will never look at a mainstream "IPA" the same way again.
At the end of the day, I feel like I've done my part for craft beer. The movement is in the right direction. I think this calls for a drink.
Cheers!
