If you follow me on Twitter, you might already know that I successfully completed my first bar shift in more than 7 years recently. No mean feat, considering my customer service and mental arithmetic skills have been made slow and lazy by desks. I’d been tentatively excited about it. Working behind a bar is something I remember with extremely pinkish lenses, despite knowing in my heart that, much like the fond memories of comradery I assume the Deer Hunter chaps felt about their first days in Vietnam, the fun and games were short-lived and tinged with tragedy, injury and lifetime-lasting scars. But that’s working at Leeds Train Station Wethers for you.
As it turns out, working a cash till and pulling pints is like pulling on a comfy old pair of boots. The best part of working in a local pub is the conversation and the people watching, but this particular pub – The Ale House in Clitheroe – has a magical combination of folks from all walks of life. You’d be hard-pressed to spot a millionaire in there, or a sheep farmer, but I’m just saying, you’ll probably pass both on the way to the loos.
Obviously, most of the conversations taking place centred around the range of beers on offer. When you’ve got a tiny bar and a clientele who demand only the finest hand-pulled ale, there’s not much room for any other sort of talk. I’d brushed up on my knowledge of the stock we had in before my shift like a right old nerd and was expecting to get into one or two barneys about sexism on tap badges or the haziness of unfined IPAs. What actually happened was a bit of a surprise.
|Yes please, what y’avin?|
It turns out, outside of the craft beer bubble, nobody really gives a shit. I’d learned the wrong facts. I was ready to have the wrong conversations. 30 miles north of Manchester, craft beer is just beer. How weird is that?
Marketing a product to people who already love that product is about trends and loyalty and surprises. Finding new fans is a more difficult endeavour, especially if you’re so far down your own rabbit hole that you don’t know what they don’t know. A large percentage of drinkers aren’t invested in the breweries you care about/you are. Many people don’t understand what they’re buying. A lot of drinkers aren’t actually sure what the difference is between cask and keg. And yes – some drinkers, to our constant unfair derision – truly believe that cloudy beers are off. It’s time to admit it: we’re answering the wrong questions about beer.
These basic misunderstandings keep the craft beer scene separate from the average drinker, and whether the intention is to add mystery or superiority or not, the truth is that most find it off-putting. I spent long, long transactions attempting to convince beer lovers that yes, all craft beer is for them. And bear in mind, these are people who stepped into a craft beer pub by choice. I felt guilty for being so heavily invested in a culture that relishes being so “other,” that people who’d actually enjoy being part of it feel they’re not knowledgeable, or cool enough, to join in. Call me sad, but I like it when everyone is included.
So, I collated a little list of the actual questions I was asked during my shift, from real punters, who genuinely wanted answers. Whether you pay attention or not is up to you, but what I want to do is show the disparity between beer fans and beer drinkers (which includes the Song of Ice and Fire that is CAMRA v The Craft Beer Folk) and maybe foster some sort of truce. If we can be a little less insufferably keen, maybe everyone will get along a little better?
What’s the percent of that?
What’s the strongest beer you’ve got?
Which beers are local?
Is it like Magic Rock?
Why is this £5 per half?
Can I have a half?
Can I try that?
|“Oh, those are just the hops they used. Want to give it a go?”|
Is this it?
I’d be interested in hearing from you on this subject. It’s hard to balance knowledge and passion with genuine helpfulness. There’s a lot to be said for complete immersion in something you care about and trying to get other people to care just as much is only natural. But what if most people just aren’t that into it?