United States Brewers Association has chosen the VCBW as their exclusive Canadian festival partner three years in a row. They are crossing the border to pour 30+ beers, many of which have never been poured in Canada
Live music lineup includes DJ Hebegebe, Dakota Pearl, the Prettys, Youngblood, Mark Woodyard & Friends, the Great Speckled Fritillary, the Spillionaires, Tanglers and GI Blunt
VCBW 2018 Festival
Saturday, June 2 from 2p.m. to 7p.m., and Sunday, June 3 from 12p.m. to 5p.m. at the PNE Fairgrounds, Vancouver. Single day, weekend passes and VIP tickets available now at VancouverCraftBeerWeek.comstarting at $39.
Why do I love it so much? Because with so many Breweries in one spot you really begin to see where the leading Edge is in Vancouver Beer, you can taste the trends, ride the flavour wave, and vive en vogue (I don’t speak French so I really went out an limb with that one).
For example, Hazy beer really made a splash at the event last year, not only were several breweries pouring the stuff, The VCBW beer (A collab amongst Brewers Row) was a delicious Hazy pale ale with passion fruit and guava.
This year I’ve heard over and over this is the year of the Lager… I’ve heard this before too, but people are saying it again so lets address it.
Craft breweries have started putting out a lot of Lagers lately, lets list some: Slow Hand Pilsner, Haus Lager, Good Company Lager, Sneaky Weasel, P49 Lager, Back to Basics X 2, there is some older one’s too like Pixel Pils and various Granville Island offerings. Hey Even the next VCBW Collab Beer is a Lager (which I honestly can’t wait to crush at the Opening Night Crusher.)
(Respective instagrams: @goodcompanylager, @slowhandbeer and @haus.beer)
Even so a lot of releases a trend does not make, here is why:
People need to actually want it.
Yes everyone who drinks craft beer wants to convert all their friends to craft beer. We all think that finding just the right transition beer is gonna be the trick, except why would it? If I’m trying to get my friend to enjoy a bison burger instead of Mcdonalds, does it make sense to take out all of the flavour from that bison burger, and make it really thin? Nah because what makes that bison delicious and what makes craft beer delicious is the flavour. If they don’t want it, they don’t want it.
Macro Beer is probably better at making Lagers.
Yea so here is the crazy thing about making craft beer, craft beer brewers have no comparative advantage relative to Macro Brewers in terms of production. Macro Brewers are much more efficient, or in other words make beer much more cheaply. The reason we love craft beer isn’t because its cheaper but because its of higher quality… I know you all know this. But Macro Brewers can probably make better lagers, here is why:
Lagers need to be aged (or lagered) much longer than ales. Usually around 6 weeks… That is often double what a craft brewery does with ales and thus makes it much more expensive to produce, so often lager is released young by craft brewers.
Lagers have nothing to cover up flaws and thus really need to be flawless to be good. Craft brewers are great but not perfect, often times those ales we all love have minute problems overcome by hopping or malt or more emphasized flavours. This cannot happen the same way with a Lager, and most craft breweries don’t have nearly the same depth of knowledge to get it just right.
Macro Brewers have a lot of resources in order to get it right. Macro breweries have huge teams to ensure quality (relative term) and consistency. They have sensory analysts, bacterial scientists, and they can afford to dump a tank (something few craft brewers will do).
So am I saying go grab a Coors or Bud Light? No (but some of Vancouver’s best brewers would happily enjoy a Coors), But do check out Pilsner Urquell and Czechvar if you are interested in High Quality Lagers. Unlike American Macro’s who use substandard ingredients (rice) these European behemoths still seem somewhat committed to the craft… maybe I’ll explain why someday (communism and stuff… maybe another live video?)
To end this thing I will say Hopped lagers have a chance. The hops may cover some imperfections and make them more flavourful to new drinkers. The key will be imbibing at the right time, maybe 6-12 weeks. In any case I’ll be first in line for the VCBW hoppy Lager.
Occasionally I am offered free beer. It’s a nice gesture and its always appreciated. Often times it is informal and comes after I have already written something or have in the past made it clear it’s a product I enjoy. More rarely I get an e-mail offering me beer with an implied coverage exchange. I’ve said yes in the past, but this time I said “no”.
The first reason is basic, I already have enough beer. I know the beer geeks out there will say there is never “enough”, but there is. I have trouble getting through all the amazing beer I have, and I often have to force myself to drink things before they go bad.
There is a feeling of obligation to provide some sort of positive coverage when given the free beer. This is basic human nature and in most cases a good thing… a little reciprocity never hurt anyone. Even so, in the last few years since I changed the focus of this blog I’ve realized what I really enjoy is pulling back the curtain on the beer industry just a little bit, and telling people when I think stuff isn’t great. There are so many great blogs out there telling people all the good things about beer, and I can’t out do them at that, I might as well do what I can do and get a little meta on the beer scene here and there. I know I can’t do that when I accept free beer in formal exchange(just look at this article I wrote about Big Rock Beer years ago).
So, if you want my honest opinion on beer follow or continue to follow my instagram.
I once used this crappy photo in a blog.
Finally, I don’t rate beer. I’ve explained why before but the gist of it is the experiential gap between me trying a beer and you trying a beer wherever is just too large to bridge well through a blog, beer is experiential I can’t tell you how to feel about it.
So what did I do? I recommended some great blogger friends who could help. I’m not lying when I said I appreciate what the brewery in question did when they offered me some beer. So much buzz is built through influencers (not so much me but the bigger blogs and instagrammers) it’s great to see a brewery trying to reward and get ahead of the curve.
So a while back i was invited to participate in The Beer Rater’s newest Venture CraftcoHop. CraftcoHop is “A series where The Beer Rater gets a bunch of the local Craft Beer personalities to answer ridiculous questions about beer!”
Before I go further can I qualify the title as being purposely hyperbolic? There has been a trend in the recent year or so for people to describe my writing as view seeking, and purposely controversial… IT IS! My goal is to start a discussion, and if that happens because you strongly disagree so be it. So the above is not intended to single anyone person or brewery out but simply to start a discussion… the more voices the better.
Marketing in Craft beer is hard, breweries are, at the end of the day, small businesses with little money for any sort of commercial advertising. They are also in competition with large breweries with multi-national marketing campaigns.
Craft Breweries often rely on influencers, people with large followings who are seen to be able to influence others. Think big bloggers and people with massive Instagram followings. Yes I am in this group too (although not to the same extent as some). In most cases influencers promote independently because they enjoy the craft.
Sometimes small brewers, realizing the value of influencers, will offer the influencers a product with no expectation of favourable promotion. I would say this is the most common form of influence peddling.
Sometimes breweries will offer free products in exchange for coverage, this is often the case for beer festivals, (I am currently covering the Coquitlam craft beer festival in exchange for attendance). I would guess that 90% of influencers only accept these arrangements when they believe in the product.
Sometimes influencers will attempt to sell their influence too. For the record I have no problem with this as long as it is reasonably clear that some sort of exchange has taken place.
Sometimes Crafty beer companies owned by multi-million dollar corporations attempt influence influencers with a six pack…
I recently became privy to such an arrangement and I’d like to share of the broad strokeds of the arrangement with you my loyal readers.
So what does an influencer get for a 6 – pack of crafty seasonal ale? A bunch of headaches and 20 hours of unpaid work.
Crafty Beer companies are happy to give you six seasonal ales if:
You consider their values:
Make sure you read all about their branding and keep it in mind as you work like an unpaid intern all weekend. Don’t forget to have people in your totally candid un-candid photo and make sure you include lifestyle too. Lifestyle is a big deal and they want as much lifestyle as humanly possible, because their brand is really about lifestyle.
You follow the rules like, no filters (gets in the way of the lifestyle), the brand (which is lifestyle) is front and centre, not overly posed (they want authentic lifestyle), Beer is unopened, Glasses are full, one beer per person… it goes on and on.
by the way you MUST NOT SHOW ANY DRINKING… because drinking is not part of the lifestyle they wish to portray (ok I’m pretty sure this is a law thing but whatever).
So you do all of this for a multi-national corporation worth millions… and you get 12 bucks worth of mediocre beer. More than anything I think we are under valuing ourselves.
What I enjoy about craft beer, among any other things, is that so much of it is sold by word of mouth. A friend or friend of friend whose taste you are just in sync with, a beer that blows up on Instagram, a name or label so infamous you just have to know… Craft Beer remains authentic in our hyper commercial society, but this style of inauthentic blatantly posing as authentic is a step too far from me… I wasn’t asked but i won’t participate.
OVER 900 likes
“Also, gratuitous cleavage, which might account for her huge following.”
So, this may come off as a salty reply to not being featured in the Growler’s Guide to BC Beer Bloggers of Instagram (despite being recommended for the piece my fair share might I add), But I’m really more salty about how my close personal friend Banny was described in the short piece.
I want to begin by saying I don’t think the Growler ever intended any ill will by what they said, and would like to further point out that there is obviously great benefit to being featured in a great Craft Beer Media format, but I would also like to point out good intentions can have ill effects. These issues are worth talking about in depth and that is what I intend to do.
Not everyone knows Banny like I do. I was there before there was BrewsBabesBanny and I hope I am there after. Banny is ardent advocate for refugees, Banny is a serious champion of women’s rights, and Banny loves craft beer. BrewsBabesBanny, her online persona, Is the good times, the evenings out, the newest release, but BrewsBabesBanny is still Banny.
That is why it is so frustrating for me to read Banny’s description in the Growler:
“Banny’s photos usually feature new B.C. releases and craft beer classics from across the continent. Also, gratuitous cleavage, which might account for her huge following.”
Yea, Banny seeks out the best craft beer the world over, and if we are keeping tabs she’s one of the best in BC. It’s the second sentence that really irks me here, because, she has cleavage. All women have cleavage. We don’t Say Malcolm of Sea to Sky Beer Guy (my personal favourite blog at the moment) has a gratuitous amount of height which may account for his social media following… the guy is tall. So then why can we so easily, fall in the trap of accounting for Banny’s success in Craft Beer media, through male-projected-sexualization of her body? This statement, all one sentence of it, does so many shitty things at once:
It cheapens Banny’s Success,
It sexualizes and affirms objectification of women’s bodies,
and finally, sorry boys, it’s lazy writing.
When Banny first got into Craft Beer Media she told me she just wanted to give a women’s perspective on craft beer, I wish people could view it that way.
Note – The article has since been changed, but i feel this needs to be said.
So, I’ve been considering how to explain this for a while. These awards were supposed to be voted on the public, but they are now a Critic’s Awards. So maybe I’ll just tell the truth.
The awards were open to the public.
Any body could vote multiple times.
While at first votes came in and made sense something clearly changed.
After a few days of regular voting, entry after entry was returned within a few hours or two that voted for only one brewery… and most often listed that brewery’s founders as Personality of the year.
As no other entry had ever voted completlry for any one brewery it really seemed like a ballot stuffing measure. Of course I have no proof and I am not going to name the brewery.
Because these entries seemed so fishy and because they totally screwed up the data collection I opened up a new survey for Craft Beer Writers and Personalities only.
This decision quickly vindicated my belief the earlier entries were bunk as the brewery who was the subject of the ballot stuffing received only a handful of votes overall.
Without further adieu the Critic’s Choice Tri-City Craft Beer Award Winners are:
BEER OF THE YEAR
The one the only, Twin Sails Con Leche. Twin Sails has had created 48 different releases this year but none grabs you so viscerally the first time you have it as Con Leche. Sweet Rich, Spiced, and oh so well balanced.
Best Tasting Room
The Parkside Brewery
Inside, outside, inside-out, The Parkside has a great space for all weather types and all occasions… not to mention shuffle board, Off road Arcade Games, and Astro turf!
In what would turn out to be a dog fight with The Parkside, Twin Sails takes it. Who could really complain with the slick minimalistic white can and symbol combo, juxtaposed against the even more rare bright and zany Tasting room only releases?
Despite an Honourable mention for Brewers Row Local @BrewsBabesBanny there really hasn’t been a bigger or cooler personality in Craft Beer this year than @CraftTourist Tim Lahay! thanks for all you do buddy!
Best New Brewery
In a category I hope grows next year we have Coalesce Beer taking home what might just be their first of many awards for their Oaked Brewed Beers. All the best to Coalesce who is proof of the ever maturing Vancouver Beer Scene!
Brewery of the Year
Who else could is be? It has been a good year Twin!
Also big thanks to the Writers and Personalities that voted:
@thegrowlerbc @CraftEatsbc @vancitydrinks @captainohkirk @BeertifulBC @TheBeerdShow @Whatsbrewingbc @hoppa_fett @Brewsbabesbanny @HopsCanary @fermentationproj @seatoskybeerguy @vancitydrinks @bccraftbreweries
Factory Brewing is the contract brewing arm of Direct Tap located in their legitimizing East Van space just off Clarke. This Brewery does not brew their own beer rather they brew beer for others… like who?
Well have you seen a lot more Doan’s beer available? That because most of the Doan’s beer is brewed out of Factory Brewing.
Its a fairly simple system Doan’s develops a recipe, they hand it over to Factory, Factory’s brewer with the guidance and oversight of one of the several Doans brews the beer and package it. Ok sounds pretty good… more Doans right?
Who else, well there was talk of some of the larger American craft producers producing some of their beer at factory to skirt tax and import duties just like a branch plant you remember learning about in grade 10 social studies, y’know prior to NAFTA when Canada could put duties on cars imported to Canada so American car manufactures opened up plants in Oshawa and Windsor and gave a generation of high school graduates good paying jobs that pay for homes they would use in their twilight years to lament the laziness of those damn millenials? REMEMBER THOSE? Anyways I haven’t seen anything of that sort yet…
What we have got in spades is Craft Beer brands. Craft Beer made without a home brewery or craft beer companies producing beer on contract basis with another brewery.
Have you heard of Two Wolves? They are all over the place blasting e-mails and facebook announcement anytime another bottle shop takes them on… well they don’t have an actual brewery.
Ever heard of Smugglers’ Trail Caskworks? Nope, no one has they are really bad at social media, and well any media generally… Again no Brewery.
So is this a big deal? Well yea a little. The person executing your recipes isn’t beholden to you, he doesn’t care about your ridiculously named fantasy brewery (Smugglers’ Trail Caskworks? did you just pick 3 alcohol related words from a list and then tack on “works” at the end?) So lets put it to the test and give these a go shall we?
“So, does anyone know how do a website?” “Well i had a pretty sweet myspace back in 03” “Ok just make sure our logo is a vague rip off of the Vancouver Giants logo”
First up Two Wolves Great Plains Brown Ale
Dark with good body, and fairly rich. Not especially interesting but a fine example of the style!