Archive for May 14th, 2008

In the Meantime
May 14, 2008

While real ale in itself isn’t going to change white, male “boy’s club” feel of beer drinking in the UK, it does have the potential for wider appeal with women and people of color. How is this going to happen?

One possible way is that beer will be marketed to separate race and gender demographics. People will buy it from supermarkets and drink it in front of the telly.

Where is the fun in that? Beer is a social thing, a bonding agent. Beer has the potential to really bring people together joyfully. What if real ale culture harnessed that anew, starting with pubs and festivals radically rethinking their base?

Perhaps the nationalistic, tradition-based advertising approach of many British pubs, festivals and breweries is not ultimately the way forward if real ale is to have more appeal. In the changing landscape of Britain it must have wider appeal to really survive and grow.

Meantime– which doesn’t produce cask-conditioned ale– is an amazing example of British beer adopting international styles and learning from the American microbrewery revolution. Easy-drinking kolsh and Munich styles plus Strawberry cream, blackcurrant porter and raspberry ale are beers that will appeal to women, but they aren’t marketed patronizingly at us. Also the packaging in the grocery store and the pub spoke to me: bottles with a beautiful font and a great name. They were elegant, back to basics and yet full of London magic (Greenwich Mean Time– time begins here–).

The Greenwich Union pub did not disappoint, and echoed the branding effortlessly. Everything was perfect down to the details: the glasses were appropriate to the style and brewery branded, and even carefully sprayed down after pouring by the bar staff so they wouldn’t be sticky. The beer itself was perfect in every way– the kolner seemed quite accurate especially– I suppose it can’t be called a kolsh because you can’t hear the bells of the Dom in Greenwich! The dunkel rivaled my favourite of that style– Andrechs. The raspberry was specially perfect for drinking outside on a summer’s day. The sunny Union garden did remind me of happy times with friends in the beer gardens of Bavaria. It was a Sunday afternoon and there were many more women here drinking– maybe even outnumbering men. Though it was still a predominantly white crowd.