Beer Radar for TWTW – 11th of March 2011
By John Krüger
The #fakeperoni issue has come to the surface and quite frankly it’s way overdue. I was in a fancy bar on Monday night and asked the poor bastard behind the bar (part owner and controller of what they sell) if I could have a beer. He said yes and motioned towards the fridge. The first question was “is that a real Peroni?” After 5 minutes and help from some young eyesight.. no. Neither were the next 3 “imported” beers next to it. In the end I was more than satisfied with a Moo Brew pale ale from Tassie. So far as I know we’re not brewing Tassie beers under supervision on the mainland.
Recently I saw an enthusiastic tweet about a “local” beer by a misinformed PR company rep. She’s just doing her job and probably never asked to see the sexy stainless steel that gets us beer nerds excited. A major presumption that I was always taught by properly trained journo’s; to “Assume” makes an Ass out of U & me.
This tweet was enthusiastically retweeted by a freelance writer for a major beer mag who later admitted “I RT’d a harmless bit of beer promo, not a position on Palestine.” So much for the value of local product, but it goes further. This non-local beer has also been proclaimed “local” in print by two mainstream wine writers who are amazingly enthusiastic and amazingly misinformed. There’s no mash-tun or fermenters in sight. That’s because it’s all contract brewed interstate, and so far, it always has been. If local product is so worthless and cultural cringe so great that the last thing that matters is “local”, than our local F&B industry is in deep shit. Bring on local Chinese apples.
Is an award winning (label) on a local(ly imported Chilean) wine (but the label’s graphic designer is based in Aldinga), the next local big thing?