Beyond adolescence: Gourmet Bier looks to the future
"There are so many hop strains out there, and they provide just as many different flavors as a grape varieties do to wine. So why do restaurants categorize wines by grape variety and beers by styles? In the future, I see people buying beer because of the hops found in it, not because of any specific style."
It's no longer just a simple IPA; it's an IPA brewed with Saphir hops...
Sure, the Bavarians have one of the longest beer-brewing traditions in the world and drink more beer per capita than any other region in the world, but that doesn’t mean that they demand GOOD BEER.
"Everyone drinks beer, but the brand they drink is rarely one they have chosen through a process of trial and error," says Martin. It is typically a direct result of where you live and which group you belong to.
If you live in Hamburg and consider yourself...
If you live in Munich and consider yourself...
Regardless of cause, the result is that people see their beer brand as a lifestyle choice, and getting them to change this deeply ingrained preference is as difficult as getting an old man to switch from tighty-whities to boxers:
"We've got to completely change the way we think about beer," says Martin. And this is exactly what's happening.
But, just like those greedy bastards at the wake, the breweries are now left with the burden of proof: They have to convince an extremely skeptical audience that they are the real thing and therefore worth the audience's money.
One of the industry's key "Drop Zones" is the BrauKunst Live, occurring this March in Munich. In it's second iteration, this event is loaded with an arsenal of beers and breweries that will blow preconceived notions of German beer to bits.
"But getting people to drink new types of beer is about more than just one event," says Martin, which is exactly why Reinheitsgebot Renewed and the Gourmet Bier Gallerie plan to connect to consumers directly in the future: Beer tastings for smaller audiences, where we bring these new beer styles to you.
Martin John is the co-founder of the Gourmet Bier Galerie: An agency created to help small craft breweries promote their Gourmet Bier and to help the everyday consumer find it.