I picked up a link to another Brewery that has decided that
they need to stand out from the rest of the crowd by being like all the rest of
the Breweries that feel they need to stand out. It's rather disheartening that
there is this need to make it appear that they are, somehow, special by
aligning themselves to an idea that they may be different. And, of course,
that's where they stumble.
Now I don't want to appear disparaging of Brewers who use
this word, but it's the sort of stance that can really put you off, at least I
can say it puts me off, and ensures that I'm not in a receptive frame of mind
when it comes to the beer. Maybe it's because I have a strong aversion to being
told something is good because the people who want me to believe that it's good
are the people who either produce it or are paid to sell the idea to me. Not
that these Brewers are necessarily saying their beer is the dogs dangly bits,
no they're telling me what type of people they are and that I should understand
that means that their beer reflects that. All rather meaningless when it comes
to brewing beer isn't it?
The word? Attitude.
Brewers with Attitude.
What does it mean to them? It certainly means nothing to me,
I'd rather have a Brewer with Flair, or with Ambition. But it's a code, A
Brewer with Attitude, we are to assume, is not going to brew the same old beers
that other Brewers do, they're going to explore the possibilities that the raw
materials offer, they're prepared to do the unexpected, to challenge tastebuds,
to be different... ooops, there's that fail again.
Not long ago one Brewer said that those of a similar ilk
were 'Hardcore Brewers', I half expected to see a Calendar on sale with photos
of them all in neon striped spandex leotards sat astride gushing Kegs of Barrel
Aged Imperial Stout.
Warning!!!! Please do not attempt to visualise the above!
