But I’d already decided that since I’d be surrounded by brewers and others involved in the beer industry during the Craft Brewers Conference I’d let attendees contribute.
I asked them to play a word association game. To warm up, we started with “soul of beer,” then moved on to “extreme beer,” and finished with “The beer moment.”
Chances are the results would be different if I simply walked up to people at the mall or a St. Louis Cardinals baseball game and said, “Beer moment,” or perhaps put it in question form, “Beer moment?”
What I learned and who I learned it from.
Tony Simmons, Pagosa Brewing
Soul of beer: craft beer
Extreme beer: trendy
Beer moment: epiphany
Patrick Rue, The Bruery
Yeast (which he made a three syllable word)
Different (Steven Pauwels of Boulevard Brewing provided some coaching while Rue considered this one and suggested passé.
Trying something new
Jean-Francois Gravel, Dieu du Ciel!
Yeast (no, really, he didn’t hear Rue’s answer)
All the time
Carl Kins, World Beer Cup Judge from Belgium
Matt Van Wyk, Oakshire Brewing
Melissa Cole, Let Me Tell You About Beer
Good when skilled
Seeing the people you love over beer
Brother Christian, Monastery of Christ in the Desert
Joy of life
Going to far
Brother Christian was at the conference because Christ in the Desert is shopping for a slightly larger pilot brewery. The monks have a small brewery on the monastery grounds. Monks’ Ales are brewed under contract nearby, and several monks travel there on brew day to lend a hand.