Sunday, March 8, 2015

WEEK 45--of Head, Face & Body

Head, Face & Body--that's one way of saying if we were to put craft beer in a human form, then we have Brewer as head, Brand as face and Body...as body..:)

如果用人形态描述撞意啤酒的话,啤酒可以是有头有脸有身材。
头是酿酒师(BREWER,脸是品牌(BRAND),身材指的是酒体(BODY)。
BODY
就像厨师下手轻重一样,酿酒师可以决定酿成品酒体是轻盈,中等,还是厚重。
不同酒体啤酒,会让饮客感受到不同“轻重”,不同“厚实”度,这就是酒体。

在大厂啤酒世界中,酒体轻重好像很简单,用颜色辨别就可,金黄的就是轻,黑色的一定比较厚重。
不过,这推断在撞意啤酒世界并不适用。

不同酿酒师天马行空想法会让金黄色啤酒有轻有重,也可也让黑色啤酒感觉轻盈。如果以15分作区别的话,无论是金黄还是黑色不同类别撞意啤酒,都可感受不同程度酒体。
酒体可以影响口感,某些程度上也决定酿品是易喝还是需要慢尝。
quotes:
'just like what a chef is doing in the kitchen, a brewer would decides if a beer is of light/medium or heavy BODY.."

"it is very simple in the non-craft beer circle--you go by color of the beer to determine if a beer is light or heavy----but nope--in the world of craft beer---a golden color beer can be Heavy---while a dark color beer can be Light body...."
BREWER
在最纯粹的撞意啤酒世界,主创酿酒师是决定市场有什么酒喝的人。
就像厨师决定煮什么菜那样,酿酒师的想法可以完全主宰酿品的呈现。

酿酒师当然是跟品牌息息相关的关键人物,他们的酿品很大程度上决定品牌成败,有趣的是,个人性格好像也影响品牌和业务的发展方向。

举例说,来自苏格兰的“酿狗”,灵魂人物JAMESDICKIE都是比较高调的酿酒师,是有真人电视秀那种。此外,对业务发展也比较有野心,所以全世界不同城市发展较快,除了有连锁式酒吧,几款固定啤酒也常期有供应。

相比之下,本地也比较能喝到的丹麦TO OL品牌的两位酿酒师TOBIASTORE就比较低调,对业务发展想法也比较随性。TOBIAS年前受访时候说过,只根据自己步伐,不会因为应对市场需求而酿。(可能因为那样,一些喝过很喜欢的酒,已经好久没在本地出现过)
quotes:
"Brewer is very much intertwine with the Brand of the beer he or she is brewing--their brew very much influence/dictate the success or failure of a brand--interestingly--personality seems to also play a big part in the direction of the brand--and business direction...."

"For examples--Brewdog duo of James & Dickie-- high profile public images via TV shows and such is closely linked with the rapid and constant flow of their regular beers....in contrast--the duo of TO OL seems far more low profile and  laid back--hence the slower pace of production--business expansion..."
BRAND
有人说,品牌是攻下消费者最管用的武器。同样商品,决定消费者买C不买B的就是品牌区别。
在撞意啤酒世界,多尝试不同酿坊,不同类别啤酒是备受提倡精神,不过,品牌力量还是造成区别,也让好些酿酒师站上了名气金字塔的上端。

有资深啤酒人说过,真正享受撞意啤酒的态度应该是“完全不理会网上或朋友或“专家”对某支酒评论,更不可在没喝过之前就以品牌风评下定论要不要喝,要像白纸那样公平对待每一支酒,毫无预设想法/定论的品尝。”

在很多资讯垂手可得的今天,品牌对饮客选择影响是明显的。比如说,不久前在美国限量推出的合酿大黑啤---BEEER GEEK SPEEDWAY 去年底一宣布就引起话题和热切期盼,因为合作双方是美国有“劳斯莱斯”瓶子号称的ALESMITH和丹麦名牌MIKKELLER。是以ALESMITH SPEEDWAY STOUTMIKKELLER BEER GEEK系列为合作主轴的重量级黑啤。
尽管经验告诉我们,有时候名牌+名牌不等于一定更好,可是,喜欢这两支黑啤/两大品牌的肯定会想方设法弄一支尝味。
能说完全不理品牌效应吗?

quotes:
"many have opined that the purest way of tasting a beer is to throw away any preconceptions or bring with you the formed opinions by others( ratebeer/beeradvocate--friend's or expert's opinion)---and taste the beer as it is...like a piece of white paper..."
"in an era where all sorts of information are so easily accessible, what BRAND can do to drinkers is very obvious---take for examples the ripples created among fans of both Mikkeller & Alesmith--when the collab brew where announced late last year.."

" though we know from some other previous cases that--BRANDED + BRANDED don't always guarantee a much better than original version brew---but--can the power of Brand be ignored totally?"

NEXT UP---Born of a BEER GEEK.....

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