If you’re running a craft beer bar or specialist real ale pub that caters to aficionados, it’s relatively simple – in concept at least, though less so in execution! You offer a range of styles, rotating as often as you can manage, always with something new and/or weird – and also with a known-brand but unusual lager for your less adventurous visitors, or the non-aficionado friends and other halves.
But what about venues where craft beer isn’t the main or only offering, such as restaurants, cafés or ‘regular’ pubs. The constant chasing after fashion and novelty is a never-ending game. Constant novelty, but it’s a business model that’s tough to scale and make reliable. Even those brewers famed for their frequent special releases usually try to build up a solid baseline of regular beers as well, just like craft bars needs that regular tap for those customers who ‘just want a beer’.
I arrived late at this month’s Imbibe Live trade show
at Olympia, but just in time to catch Mitch Adams’ final talk and tasting, “Back to the Future”. In it, he encouraged retailers in particular to forget modern beer trends and fashions for a moment, and instead pay attention to some of the beers – and perhaps more significantly, beer styles – that have dropped off the headlines, but still deserve some love.
In particular, he highlighted Helles & Vienna (golden & amber) Lagers, Hefeweizen, Golden Ale, West Coast IPA, and Tripel. I might quibble with one or two of his exemplars – Stiegl Gold isn’t my favourite Helles, I’m afraid – but others were excellent choices. Erdinger Weisse for instance, and Ska’s Modus Hoperandi for classic American IPA, while I'd say Brooklyn Lager is the best Vienna Lager in volume production.
He’s got a very good point here, although as implied earlier I have no fears for lager. We’re seeing more and more craft lagers – it does seem to be lager that most ‘just-a-beer’ drinkers go for. So you make your craft lager a bit more malty and flavoursome than the big brands, easy drinking but nothing too scary, nothing too different…
The crafty (re)birth of lager
Even in Germany, where the craft beer movement grew up in large part in opposition to the industrialisation of beer, you can see this happening. German industrial Pils is yellow, fizzy, light-bodied and remarkably samey. Craft beer therefore set out to be the opposite – it’s at least hazy if not downright murky, amber-brown or even darker, malty, and comparatively heavy with aroma and flavour.
While that trend’s not gone away, more and more modern microbrewers are now producing a Pils or a Helles too. It’s partly that they have customers who want novelty, but familiar novelty, and partly the realisation that making a really good lager is hard. So if you want to show your skills as a brewer, it’s one way to do it.
Choose your guests
But while offering a regular craft lager for the ‘just-a-beer’ customers works for the specialist beer venue, what about the reverse – a ‘regular’ catering for aficionados? Maybe it should be a guest Vienna, or a blond lager and a West Coast IPA. And it can’t hurt to have bottles of a reliable Weizen and Tripel (or Dubbel) in the fridge.
What do you think – are we worrying too much? Does this happen already? Or is there still too much focus on fashion?