Welcome to The Session #145. The topic is “Critique not Criticism.” Expect a roundup with links to other contributions Monday.
What happens when the founder of an internationally known brewery reaches out to a small Colorado brewery, writes that he’ll be in the neighborhood and suggests he’d like to see that brewery’s kit?
The short answer is Mad Colors, the beer to be “critiqued” here, eventually.
But there are questions to consider along the way, such as would this beer even have existed were it not for Instagram? Or when the brewer from Sweden arrives in town do you show him the laundry room where you own the brewing equipment or the place where the beers you sell are made? And how fresh do you really want your hazy IPA?
The cast in this story includes Omnipollo from Stockholm, Sweden, New Image Brewing in Wheat Ridge, Colorado, Lyric Brewing, and Garrett Oliver.
In 2017, Oliver said New England IPA (NEIPA) was the first beer style based around Instagram culture and based around social media. He also called it a fad, and told The Morning Advertiser, “(NEIPA) can be really tasty when it is well made, but it can’t even sit on a shelf for two weeks. It has no shelf life to it at all.”
Oliver has been right many more times in his life than he has been wrong, but in this case he was wrong about the shelf life of the style (still going strong) and the beers themselves (although not always, in the case of the latter).