A while back I saw a tweet from a Guardian lifestyle journalist which went along the lines of “What *is* a meet the brewer?”
Of course Guardian, lifestyle and journalist are also mutually exclusive terms that bear no relevance, as individual terms or as a collective, to sensible people and their enjoyment of life. But I suppose they have a function if someone is willing to pay for that nonsense.
The thing is what *is* a meet the brewer (MTB)? It seems I’ve been very lucky in all the ones I have attended. On each occasion I’ve always actually met the brewer, listened to them talk about their beers, their brewery, their history and their future plans. This is usually accompanied by food of some kind and a fair amount of beery samples to kick-start the discussions. They are also always attended by home & commercial brewers alike.
Over the years it would seem that MTB events have either been misrepresented by the establishment hosting them (really they are a tap-takeover, a beer launch or such like) or the brewery has sent along a marketeer who knows lots about “brand brewery” but not much about anything else.
I suppose these in and of themselves would be quite irritating and a let down to those who were expecting something far more involved.
Of course what you don’t need is an over-priced event.
Forced food pairing with morsels probably made from ambergris and Zuzu’s petals to further justify an inflated ticket price.
And who honestly gives a fuck about any specially selected music either?
There is a certain pretension that doesn’t so much creep in as is at an event’s core and for me too many events can only exacerbate the pretext that “craft” beer is elitist.
It is obvious the MTB’s are less about the brewer and more about the attendees and an over emphasis and curation of a whole session of what is and isn’t consumed creates a claustrophobic scenario that is as unhelpful as any poorly constructed meet.
Thanks for reading.