An Inside Look at Selling Your Soul to the Crafty Beer Devil

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.

 

Conclusion:

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.

 

 

 

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Factory Brewing and Craft Beer Labels

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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.

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Happy Packs don’t get made in small former houses in East van Breweries… they get made in factories.

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.

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That’s some slick marketing, slick indeed.

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?

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“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

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Dark with good body, and fairly rich. Not especially interesting but a fine example of the style!

I give this a B+ would drink again.

We’ll leave the Smugglers Cove until next week…

Twin Sails 2nd Anniversary

They grow up so fast don’t they? Twin Sails which started as quaint suburban spot for continental ales and Lagers, has become one of the most innovative spots in BC. This Saturday, mere weeks from winning seven BC beer awards Twin (As its known on The RowCelebrates year 2. Twin will be having a party on Friday night, and a big release Saturday morning.

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What to expect on the Friday:

If you are planning on going… GET THERE EARLY. Last year there were lines, this year there will be more.

Incredible Beers… There is no less than 8 releases on Saturday and I would expect most if not all on draught Friday.

What to expect on Saturday:

More LINES… people will line up, things could sell out, be ready for people to mule beer, and get there early if you have to have something.

RELEASES:

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– Space Armadillo – Double IPA
– Boysen The Hood – Boysenberry Double Milkshake IPA
– Bière de Crabe – Saison w/ Crab, lemon peel & sea salt (Dunham Collaboration)
– Farmhouse Saison – Aged 1yr in red wine barrels on Cherries & Blackberries
– Dry Hopped Sour IPA – Fermented on lacto in Chardonnay barrels for 3 months, then blended and dry hopped before bottle conditioning (Field House Collaboration)- Home Ec – Tiramisu Imperial Stout (SOV collaboration)
– 1yr Bourbon barrel aged Imperial Stout
– 1yr Rum barrel aged Imperial Con Leche

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#VCBW IP HAZY, IS BC HAZY BEER UP TO SNUFF?!

Thanks to the awesome team at Vancouver Craft Beer Week I was recently able to attend #IP HAZY at the Lamp Lighter which was:

“Their first ever Whole Hog Cookout + Crawfish Boil. They’ll be spinning a full pig on the patio while they boil up a massive pot of spicy & seasoned crawfish & veg. While you feast you can sample the Haziest selection of IPAs available”

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Cred- @brewersrow give your head a shake if you don’t follow this page. click the photo for a link…

I came with one question: IS BC HAZY BEER UP TO SNUFF?!

The event featured Hazy beer from A number of BC craft breweries including Hearthstone, Moody Ales, Twin Sails, R and B Brewing, Howe Sound, and Aslan and Brewers Row Collab.

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Photo Cred to @beerthirst please check out their page!

Please keep in mind i’ve scoured the US of A for the best HAZY offerings and had the white whales of Tree House, Trillium, Mumford, Monkish, Pure Project et al. I feel pretty confident in giving you guys an honest opinion of how our shit stacks up.

So does it stack up? YES!… and no….

There is some top notch stuff being produced right now in BC hazy beer, stuff so good its easily as good as the stuff sourced from the states these beers include:

the Superflux Colour and Shape, Twin Sails High Socks (not even the best hazy from twin) , The Moody Ales Huge Citra Pale Ale, R & B Shake your Frooty and the VCBW Brewers Row Collab. Others not at this event but great hazy examples include The rest of TS and Superflux Hazy offerings, Boombox and I’m sure some more by now.

Unfortunately, there are some less than great examples of the style here too and i would recommend not spending your cash on these ones:

Phillips Flamango Milkshake IPA and Howe Sound Hazy Daze NE IPA.

So what did I learn? Well even though its a brand new style to our region we have some world class NE  Hazy style IPAs in BC. But with anything new there are some growing pains and stuff to stay away from.

Final Thoughts: Kudos to VCBW for a great event! I think the future of the event is in these focused events like the IP HAZY.

http://vancouvercraftbeerweek.com

A Guide to the #BeerTrade

So, you want your fridge to look like mine:Screen Shot 2017-04-25 at 2.51.25 PM.png=

Chock full of the latest releases from the USA, Hazy IPAs Barrel aged Stouts et al.

The thing is you don’t want to mess with high shipping cost and fear of breaking cross border shipping laws, well here is the solution if you live in the Lower Mainland…

  1. First of all you need an instagram page… like mine:

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2. Start following some cool breweries, Like Monkish, Trillium and Treehouse and decide what you are looking for.

3. Also follow local breweries especially the photos of new releases.Screen Shot 2017-04-25 at 3.06.03 PM.png

4. THIS IS KEY, scour the comments sections for three important letters “ISO”. ISO stands for “in search of” and indicates someone is looking for your local beers.

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5. Next take a look through this person’s profile and see if they have access to beers you are interested in. If so contact them politely and see if they are willing to trade.

NOTE: There are several different ways to trade, most often I trade can for can, but its not unheard of to trade dollar for dollar or to trade many beers for one beer etc. IT IS ILLEGAL TO SELL BEER. FINALLY throw is a can or two of your favourites, everyone does this and its great to try unknowns too!

6. Once you have decided on a trade pack a box there is an art and respect aspect to this so try this link http://homebrewacademy.com/how-to-ship-beer/

7. This is where the magic happens. After you have boxed your beer DO NOT SEAL THE BOX. You will drive the box over to the border and tell the Border guard what you are doing if it is your primary reason for going over the border. It is legal to bring the beer over the border and it is legal to ship beer with UPS, FEDEX etc. but NOT USPS. They may ask some questions don’t lie and be ready to answer truthfully.

8. Once you are across head to a shipping store like UPS in Blaine or Bellingham. Go ahead and ship the box, if they ask what it is I say salsa just because it keeps the process moving faster. You will pay significantly less shipping from the states.

9. to receive your beer set up an account with a service that receives packages just over the border like Pic It Up in Sumas. http://picitupinsumas.com

They have a flat 3 buck Canadian fee to pick up a package and good hours. When you head back over the border declare the beer you are bringing back. I have it on good authority that it is not worth the time of the guard to charge duty on anything less than 12 beers after a short stay in the US. Therefore do not bring back more than 12 beers.

NOTE: Make sure you have beer to trade that people actually want. Unfortunatley Canadian beer is really not a big deal in the States. They know little and want little of what we have. What they seem to like at the moment is Twin Sails Hazy beer program. outside of that they seem to care little. We can change this slowly by including other brewery’s beer as a “throw in” to expose them to more beers. I often throw in hazy beers from Yellow Dog, and Superflux. START BUILDING A TRADING INVENTORY:

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Hit/Miss Guide to BC New England/Vermont/East Coast IPA

See your way out kettle sours, there is a new style in town, whose name is hard to pin down and who likes things opaque… the New England/Vermont/East Coast IPA. This new style is pushing the scene forward and i have been searching them out as fast as I can to get the freshest “JUICE”. If you want to get in on it, take a look of my hits and misses.

Ok, what typifies this style? Well it depends what circles you run in but relative a west coast IPA the New England/Vermont/East Coast IPA is:

often more diverse in grain bill, and therefore could result in a more balanced beer.

very often very opaque, often more so than a wheat beer, this occurs for many reasons. It could be due to different grains leaving more micro-sediments in the beer, it could be the yeast by the brewer, it could be fruit particles, in most cases its due to the large amount of dry hopping or lupulin powder.

often fruit is added to accentuate flavour, and occasionally lactose is added (milkshake IPA) to play with the sweetness further.

Often they taste much less bitter than your west coast IPA.

So, they are supposed to look like this:

 

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Photo Credit @BrewsBabesBanny

Don’t Forget this beers are best fresh and can often sell out so here are the ones worth searching out and here are… some others

MUST DRINKS!

Super Flux Shape and Colour– OK, I must admit this is the only one one on the list i haven’t got my hands on… but thats because its gone nearly as quickly as its released. Even so, its had near universal acclaim from those lucky enough to get some. So, if you get some let me know.

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credit-@superfluxbeer

Boombox Brewing- A spiritual successor to Machine/Superflux (at least in my head), brewing out of Callister is Boombox. Boombox doesn’t only do Juice Bomb East Coast ETC IPAs, but they usually have one on tap. I’ve had enough to know that when I see “Boombox” and “NE” near each other its a definite Pint. Releases happen on wednesday… get there.

 

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credit- @boomboxbrewing

Twin Sails Brewing pretty much all their tall can releases- A BREWard Inlet staple that totally reinvented itself Twin Sails has released a plethora of Hazy Juice bombs since summer time with no signs of stopping. In fact words a new line of beers will start to be released tasting room only, making the beers even rarer. Personal Favourites include Space Armadillo, Slam Dank, and newly released in collaboration with Boombox Brewing Tone Def.

 

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credit- @carnellsitka

Steamworks Flagship IPA- This BC beer of the year is the only juice bomb sold as a 6 pack and perhaps is the best suited to be sessioned. This Hazey IPA is in my opinion a better bridge from the west coast style than the others mentioned here, but that doesn’t mean it doesn’t pack a juice punch. Its also likely the most widley available so if you are new to Juice, start here.

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credit-@steamworksbeer

HONORABLE MENTIONS:

Yellow Dog High 5 Hazy IPA- I’m not sure if this one is still around, but if it is its worth having. I personally feel the first batch was better than the second but both are great beers. This one, when it is around, is also available in cans.

Bridge East Coast IPA- All I remember about this one is i liked it. Wish i could be more specific.

misses…

I hate to do this, but at this point early in the Hazy game i’d stay away from these guys… or convince your buddy to buy it for the bottle share… anyways…

R and B – Milk Shake IPA

Field House –  East Coast IPA

Bridge – The Fuzz

Mangia at Luppolo

If there is one word that describes American-Italian culture best its “Mangia”, for that reason I was surprised to see it present at Luppolo. Luppolo (Italian for Hop), is far more authentic than the sort of place that usually screams “Mangia”, and if they continue maybe they can steal the word back from the cultural equivalent of a pizza.

 

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Tomatos-check, Stereotypical Italian name-check, MANGIA!

Luppolo is located just off the brewery beaten track between Strange Fellows and Off the Rails on Vanables west of both. We walked it from Clark station in the snow and rain and it wasn’t totally intolerable but perhaps we would have benefited from umbrella.

The brewery itself has none of the Italian-American Schtick you might expect and is warm and open. Its a nice place to sit and enjoy a beer.

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Given that the Luppolo is still in its early stages, its initial offerings are quite impressive, . You can view the list we chose from in the picture below.

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The best of the beers I tried was the Robust Porter which was roasty and light as a decent porter should be – 4/5

The Double IPA was enjoyable as well with some juicy notes – 3/5

The West Coast Farm House ale was ambitious and all the pieces of a great beer were there, unfortunately in the wrong proportions. I’m sure this recipe will improve with subsequent batches, but for now it was a miss – 1.5/5

We did discover the although triangles are great shapes for building bridges they leave something to be desired when carrying flights, the aesthetic killed though.

Luppolo also has some small fare for food which I did not get a chance to try but looked delicious. In short it should not be left off your East Van Crawl and defiantly is another formidable brewery worth visiting.

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Early Thoughts on Brews Bro’s Vol. 2

The second Brews Brothers pack is here, and its going to fill your mouth hole with so music-beer word play that… you’ll stop liking music-beer word play? Poor introductions aside here are more first four thoughts on the New Brews Brothers pack:

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Moody Ales Black Currant Sour- Miles away better than the last dark sour I had, Phillips Sax in the dark (sorry Phillips I don’t like to put down beer but your sours taste more like slightly tart sun-rype juice to me.) In fact this one was reallyy quite enjoyable, well done Breward Inlet brethren!

4.25/5

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I’m going to have to be ignorant for a second because I forgot who made the Wild-Imperial-Oaked-Pilsner. I was ready to hate this one because it sounded like someone put 20 craft beer buzz words in a hat pulled out 5 and brewed a beer but this one actually hit for me.

3.5/5

Now it gets bad…

Cannery Brewing Apple IPA- First of all its, 7% and I have to ask “why?” I think their should be intention behind a beer and I just can’t tell why this fairly light beer should be 7%. Next is… green apple to me will always be an off flavour, why someone decided to do a beer version I’m not sure but it turned out iffy anyways.

2/5

Crannog Gruit simply way too light for me.

2/5

My Old Faithful’s, Love Letter’s to Beer

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Some things aren’t amazing, some things are simply apt or good, and some thing are amazing at being apt. It’s the latter I’m interested in talking about here. With so many delicious beer options out there and so many of them wild yeasted, smoked, hybrids it’s hard to settle down with a simply delicious pint, but they do exist… trust me. So when it comes down to it what are the old faithfuls? the ones I know will kill it when I want a beer and not an experience? Read On:

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Moody Ales Hardy Brown-

I don’t think there is a better brown produced in the  city. Brown and bighty (Yes, i made up a word). This beer starts with a solid toffee, biscuit malt and finishes with a trademark bight (Thats right, a curved coast line!)

Guinness Stout-

This shit is the shit. Yes its made by a major corporation but I think it could exist on it own flavourful merit too. Creamy Nitro head, light roasty body and a certain amount of sharpness… mmmm.

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Twin Sails Pilsner-

I really like this beer, so much i’m afraid to say i love it, because then it becomes real… y’know? I don’t know, I’m just not ready to make the favourite beer commitment yet. But this beer makes me feel so, so special, like I’m the only one for it, and it for me.

It also tastes really good with a balanced malt body that finishes dryly making it the perfect beer for just about anything.

Solid City option- Main St. Pilsner and/or Steamworks Pilsner

See I’m not ready to commit just yet.

I Had Some Glacial Mammoth Extinction, It was Awesome!

So there is no other way to explain this aside from a story so hear it goes. I was doing a bottle share after hours in a brewery that will remain unnamed. We were pretty deep into about 20 odd bottles when someone came to the door. Thinking they were just another person who had missed the sign explaining why the brewery was closed I went to the door to explain this to the patron. When I opened the door the man yelled to the owner “I know your closed but can I just get a beer?” The owner looked at him in trepidation. The man tried again “I’ll trade you beer for beer?”. The owner relented and let the man in. He walked over with a growler in hand. We sat and watched in anticipation of what this man, off the street, could have possibly brought for trade… “I’ve got some Glacial Mammoth Extinction..” he said, “ever hear of it?”

How was it?

Great, It coats the mouth in a  really pleasant way hinting at its flanders  roots with its smooth mellow flavour. The sour tartness is simply a memory but i’d argue the beer is better for it. Easily one of the best beers of the year. 5/5