First there was Greg Koch’s I Am A Craft Brewer, a short video he used to finish his keynote speech at the Craft Brewers Conference a few years ago. That was followed up by I Am A Homebrewer and I Am A Canadian Craft Brewer. New Brew Thursday has just premiered the latest one, this time from the perspective of the consumer, in I Am A Craft Beer Drinker, though to be fair many of the people in the video also work in the industry in some capacity as well as being passionate consumers. Dr. Bill features prominently in the video, which makes sense on several levels, not least of which is he’s a member of New Brew Thursday, and now an employee of Stone Brewing. Enjoy.
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[…] a bunch of self-congratulatory tripe. Don’t believe me? Check out some of the comments here and here and here and, if you’re a BA member, […]
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[…] American context it’s a vague and marketing-driven label, combining lack of precision with self-congratulatory smugness: part of the definition of “craft beer” is that it’s something we brew and […]
Jeese, how many in the video don’t make a buck from the beer trade, Jay? I don’t mind the video but it is an amazing confusion of the consumer and the vendor. What other industry would not love to be in that position?
Yeah, I noticed that too. The only reason I said mostly is because I didn’t know everybody in the video, just many of the people in it.
That was exactly my thought when I was watching it, too.
Is it bad to say I’m getting a little jaded by these?
It’s not at all bad to say it.
I was jaded enough after the first one.
So it isn’t just me who finds these things to be maudlin and overwrought? I find them slightly embarrassing.
I am one with The Professor and A Perfect Pint on this.
Harmless fun, I think. Better viewing, at least, than much of the video crap on the Internet, if only for Doc’s miraculous no-looking perfect pour. (Okay, you could gripe that his glass was a little shy on foam at the end, but still an impressive feat.)
All in good taste and fun that helps promote the industry. What does it really matter if someone says they are a craft beer drinker and are in the industry or aren’t.
Yes, people who work in the industry are “craft beer drinkers.” Duh. People who are graphic designers, web programmers and camp counselors are “craft brew drinkers” and they do appear in this video.
If it helped spark interest of a fizzy yellow beer drinker – then it’s done it’s job.
Cheers
Melani it does matter if it strikes people as being dishonest or at least hiding their motivations. When you have a financial interest but claim to just be a fan it is dishonest. The first was original and fun but bordering on snobbish, now the word trite comes to mind. If they were a new format or style it might be different but to continue copying the first video’s form well I’ll simply call it trite.
One further thought, if we want personality and distinctive character in our beer how is repeating the same ad with new faces and text any different than the new vortex bottle or blue turning can, it’s on the same level of being ‘innovative’.
Not for nothing, but what if you’re fandom led you to the industry where you now have a job you love? I mean, Stan H makes money on craft beer; does that mean it would be dishonest for him to claim he’s a fan? Maybe they should have disclaimed their conflicts, but that’s a pretty severe journalistic standard for an Internet ad. And, okay, the format is derivative… I’m not saying it’s great art, but isn’t this a lot of hostility toward people that are on our side?
I just don’t get who this is trying to appeal to. I didn’t get the original and I get this one even less.