When my friends tell me how lucky I am to be working in the beer industry I find myself reminding them that the beer business is still a business. While that may make them feel a bit better about their cubicle job, it doesn’t tell the whole story by a long shot. While it’s true that at the end of the day we are selling a product(s) to consumers, what we are aren’t selling are insurance plans, used cars, or vacuum cleaners. Instead, we are selling crafted liquid that one can imbibe.
While beer is for sure a creative endeavor all the way from ideation/concept to keg and glass, beer is also a representation of the past. Each traditional beer style has a story. Whether it’s a German lager or a California Common, beer not only has history, beer is history.
Being a bit of a history buff myself I enjoy having conversations about the beginnings of certain styles while drinking that particular style, many of which have gone unchanged. It’s like tasting history.
What I love equally is the creativity that goes into beer. Brewing beer really is an art form. Sure, there are well studied guidelines for brewing a traditional Helles Bock, but it’s how the brewer decides to deviate a bit and add his or her(s) creative twist that I find the most interesting and compelling.
History and creativity aside, I sell a product consumed in times of celebration, or over deep conversation, or between two friends that haven’t seen each other in years. So I’d like to propose a creative cheers to the past, present, and the future of the beer industry as we know it. Cheers!