Monday, June 5, 2017

WEEK 105---you have CHOICES when it comes to beer

This is a fairly simple piece --it came out of a casual chat with someone about craft beer, during MBCC beer week  here in craft desert KL:-
"what is it about craft beer? what so special that people would fly all the way to Copenhagen just for beer? are you guys nuts?"
Obviously the guy who commented is not a beer geek--well perhaps not even a craft beer drinker but a curiosity drinker--and he is absolutely right to voiced out those questions.
You see--the world of beer is split into 2--there's the commonly available everyone knows MACRO BEER, and then there's craft beer( though i would say it's going to be 3 or already split into 3 with the role of MACRO-CRAFT coming into play) ---hence it's normal majority of BEER drinkers don't understand how and why geeks behave or go huhhhhuaaa about beer.

"what so different about the world of craft"--the curiosity drinker guy asked.
The biggest differences of course is CHOICES--there are so many choices with craft beer that it's like walking into a candy store or XMAS gifts shop.
 的确,喝啤酒这件事本质上是可以很简单的,就算来到craft beer的世界,也可以是简单事情,要说其中最大差别的话,应该说在于怎么喝,喝什么。

"OK--choices--but is that to say you guys turning what used to be straight forward friends gathering-chit chatting drinking session into some complicated -smart ass beer sniffing -gourmet studying session?"
That is also quite understandable--of course geeks can be a bunch of weirdos who sniff beer as if they are tasting wine/whiskey--take photos of bottles like they are taking pictures of some rock stars or the finest art collectibles--all those make geeks look somewhat strange--to many a beer is just a beer--there's no need really to make things complicated than necessary.

Are beer geeks really that different from say guys who are crazy about photography? or say people who are into seeking out good food? or say people who love mountain climbing?

The answer is simple---what  beer geeks really wanted is to be able to seek out and appreciate high quality brew --and to achieve that geeks are prepared to do more be it to fly out, to pay a bit more than average drinkers would for MACRO BEER, to study a bit about beer styles and taste profile and so on---It's all about passion and interest level---all in the name of taste.
没错,啤酒原本就是被诠释为直截了当的轻松型酒精饮料,这是大厂啤酒一直为大家塑造的印象,也是消费者一直以来的理解。换个角度看,在craft beer世界裡,喝啤酒可以有更多其他层面享受。

如果一个饮客一路来只认识大厂啤酒,会这样想不出奇,因为对不少人来说,喝啤酒就只是为了跟朋友或亲人开心集聚,喝什么口味啤酒根本不重要,气氛和亲友间交流才是重点。所以,当一个那么"简单质朴"的大厂啤酒世界概念被强调不同风格口味啤酒享受的craft beer改变後,啤酒世界没选择不用选择的局面就已被打破。

"so craft has got choices-different flavour profile--but why should i drink craft?"
It's not a must for everyone who drink MACRO to turn over and drink craft--it's still personal choices what you would prefer to drink or where to drink---the 1 big reason maybe that since no matter if one is drinking MACRO or craft--it's still alcoholic drink which the body needs working to dissolve the alcohol, in that case, why not give your palate a nicer tasting beer than the dull and same same?
'what so different drinking a MACRO BEER or a craft?"
there's many technical aspects to go into details--perhaps think of it this way---it's like the differences of drinking a pack of frozen orange juice bought from convenience store as compared to a glass of freshly squeezed juice with 3 oranges? 

一些人喝啤酒只为热闹或跟亲友聚聚,喝什么不重要,只是,看到大多数人完全不知道有craft beer美味多样化选择存在是件让啤迷揪心的事。的确,每个人口味看法不同,有人觉得喝大厂啤酒就很爽了,可是,对啤迷来说,打个比喻,酿得很好的craft就像是用3粒优质橙榨成的一杯果汁,更原汁原味新鲜好喝。跟超市卖的包装果汁是有一定区别的,既然有那样的美味选择,为什么不要?

"what so good or important to know what craft is?"
Let's maybe put it this way---knowing how to appreciate craft would bring about many different flavours for varieties of palate enjoyment.
Only those who gave themselves a chance to get to know craft better--as well know how to respect an alcoholic brew--would have the chance to appreciate the multitude of joy craft could bring.
或许这样说,懂得欣赏craft beer会带来很多意想不到的不同风味味蕾享受(虽然偶尔也有喝到难喝酿品受罪时候),也会比较懂得怎么去面对酒精,只有给机会自己口味选择,尊重酒精酿品的人,才有机会享受不同类别啤酒所带来乐趣。

No comments:

Post a Comment