So there I was at the Barcelona Beer Festival talking to Jason Wolford, a native of Portland, Oregon, about the quantity of chamomile that goes into the chamomile pale ale made at his 8-Bit Brewing in Helsinki, using kit supplied by Oban Brewing of Fort William in Scotland, and thinking: “This is what craft beer is all about.” Except it’s not, of course: it’s also about sitting at a tiny bar in a farmhouse in the small village of Mediona, in rural Catalonia, drinking a hand-pumped cask ale brewed just yards away by a dreadlocked 50-something Catalan called Carlos Rodriguez that, with its straw colour and bitterness, would not be out of place in Strangeways, Manchester. It’s about eating cod ceviche accompanied by a beer brewed with plankton, specially to match the food. It’s about bumping into three separate people I wasn’t expecting to see in the bar at Edge Brewing in Barcelona – a Polish brewer who I had met in Wroclaw four years ago, a young woman from Mallorca I had met on a beer judging course in London, and the English beer writer Melissa Cole, in town to present a session at the festival on beer and food matching. It’s about chuckling at the sight of the pinewood-clad brewing vessels at the Vic Brewery in the Catalan town of the same name, because I last saw them in West London, where they were being used by Twickenham Fine Ales. And it’s about eating delicious goats’ cheese in the bright but chilly open air while drinking equally excellent beer made with the hops grown just to our left and barley from the fields a few hundred yards away below us, malted in the shed behind us, on the farm that is part of the Lo Vilot set-up in Lleida. Plus, of course, much more.
If beer tourism is a growing business – and the conversation I had with the young woman from Mallorca, who is looking to do a PhD in that exact subject, confirms it is indeed – then even so, Catalonia is probably not yet on most beer tourists’ “must see” list. The Catalan Tourist Board would like very much for that to change, unsurprisingly, which is why they paid for me and nine other beer writers to fly to Barcelona and be whizzed around the countryside in a wifi-equipped minibus on a no-time-to-catch-your-breath tour that took in 10 mostly very different craft breweries, 12 eat-till-your-eyes-glaze-over meals, countless beers (because I lost count – over 120, probably) – and a couple of wineries as well, because Catalonia is also the main production area for Cava, and home to 10 or so wine-producing areas in total (I was not a Cava lover before, but aged Cava, 15 years or more on its lees, I can now say, is very, very fine.) Oh, and a sausage factory. Because sausages. Come on, do you actually need to be given a reason for visiting a sausage factory (llonganissa, to be technical, like chorizo but flavoured with black pepper, not paprika) and marvel at several slatted floors of meaty, porky moreishness, slowly losing half its weight to the atmosphere, and gaining an attractive snow-white mould over its rind, as it hangs up to dry? And eating some while you’re there, since it would be terribly wrong to refuse.
There is a theory (which I thought up while in Catalonia) that as the craft beer revolution spreads around the world, and people in different countries realise there is more to be drunk than “industrial” lager, those places that react quickest and with most enthusiasm – and skill – to the opportunities for making different, interesting beers are the ones with an existing tradition of “foodiness”, of discriminating palates, dedication to fine eating, to artisanal food production. In the 16 years that the “World’s Best Restaurants” competition has been running, Catalan eateries have won the title seven times, been runners-up seven times, and come third on the remaining two occasions (the now-closed El Bulli restaurant, in the far north of Catalonia, and El Celler de Can Roca, in Girona). Nowhere else comes close to that record. It would be fair to suppose, therefore that Catalans have an excellent appreciation of the gastronomic arts.
All the same, the local craft beer scene has had a long, slow take-off since the Barcelona Brewing Company, the city’s first microbrewery, was opened in 1993 by a wild-bearded expat Liverpudlian, Steve Huxley. It closed after only a couple of years, but the brewing courses Huxley ran inspired a swath of Catalans to become home-brewers and then, in the first years of the new century, to start moving into commercial brewing. Huxley died of cancer in 2015 (his influence is commemorated though his face being on every token at the Barcelona beer festival), but the slow revolution he had helped start was now becoming unstoppable: by 2009 there were 10 or so new small breweries in Catalonia, in just four years numbers passed 40, and by 2016 a survey found more than 100, making in total more than three million litres of beer a year. However, that represented barely 1 per cent of total Catalan beer consumption: Catalans drank just under 37 litres of beer per head that year, but only 40cl of that was locally produced craft – one glass, all year.
Still, from small beginnings … every Catalan optimist will agree that there is clearly plenty of opportunity for the craft beer glasses to be full more and more frequently. And if the standards generally match those of the breweries we were taken to, all run by dedicated, enthusiastic people, Catalonia can expect craft beer consumption to rise at least steadily, if not rapidly. The problem will be convincing people in Catalonia who only know of industrial brewing, and who regard beer as merely a refresher to help the tapas go down and the conversation flow, that there are beers worth trying for their own sakes.
Unsurprisingly, since the US has been leading the growth in craft beer for the past two decades, the American influence on Catalan brewing is strong to the point of getting close to too much: imperial stouts and NEIPAs are nearly ubiquitous, and former Bourbon barrels, now filled with ageing beer, could be seen stacked in almost every brewhouse we visited. I love a good imperial stout, but they’re almost too easy: push the strength, roastiness, hops and sweetness all up to 11, and you’ll have something that will be cheered by practically anybody, craft beer noob or not. Around a quarter of the current “Top 100 Beers in the World” on RateBeer are imperial stouts, suggesting that making a popular super-strong black beer is not very difficult. (Making a great imperial stout IS difficult, however, and even then will not get you automatic recognition: just look at how comparatively poorly Harvey’s Imperial Double Extra Stout is rated.) But I suppose that if you’re trying to get your local drinking public to become craft beer aware, it’s easier to entice them into the tent with something not too difficult to understand. And imperial stouts do match very well with crema catalana, the local version of crème brûlée …
However, our quick zoom from the plains of Taragona to the foothills of the Pyrenees suggested there are plenty of Catalan brewers attempting to forge a truly local indigenous brewing culture, using locally grown produce – hops, barley, other grains, fruits, even grape must, to make “grape ales” – and locally found wild yeasts, and using resources such as barrels previously containing local wine, sherry, local spirits and the like. It’s also clear, from the amount of shiny kit we saw, that a great deal of money has been pumped into the Catalan craft beer scene in the past three or four years.
Barcelona now has enough top-rate craft beer bars to be easily worth a long weekend at the least: our own shoot round four or five venues was less a pub crawl than a pub gallop, but I would be very happy to go back and spend much more time (and my own money) in Garage, a long, thin city-centre bar with its own brewery right at the back, which produces a hazy IPA in cans called Soup, or BierCab, another long, thin bar with a fine beer range and an attractive-looking menu, or Naparbar, a mixture of ‘industrial’ and old-style, with 200 beers in stock and an emphasis on lambic and stout.
You’ll have to wait a year now for the next one, of course, but the Barcelona Beer Festival is definitely one of Europe’s best, with a strong selection this year of almost 500 beers (not all on at once) made by more than 275 breweries, from Moscow to California, an excellent gimmick in “guest festival” stalls, this year featuring the Manchester Beer and Cider Festival, Big Craft Day from Russia, Bières et Saveurs from Quebec and Craft Beer Perkelei! from Finland, and a series of talks and presentations ranging from meet-the-brewer sessions to beer-and-music matching to demonstrations of beer cocktails. If you can’t wait, Carlos Rodriguez organises a beer festival every year in his home village called Mostra de Cervesa Artesana de Mediona which will be on its 13th iteration this June, and which looks to be a cracker.
Seven craft beer breweries in Lleida, the westernmost of Catalonia’s four “provinces”, have put together the “Lleida artisinal beer route”, with a passport scheme that, when stamped by all seven, entitles the passport holder to “a special gift from the Association of Artisan Brewers of Lleida” – nature of gift unspecified. Unfortunately, the website is entirely in Catalan, and entirely unhelpful about the best route to take to get round all the breweries, and all the promotional material appears to be only in Catalan as well. Nor does it look as if anyone has updated the website since 2016. The Facebook page shows some more recent activity, but this looks like an excellent idea that is failing through lack of dedicated effort.
I never put my hand in my pocket the whole trip, so you may decide to regard me as an unreliable traveller for accepting a massive freebie. I don’t believe being given something free compromises you from telling others about it, and if I hadn’t gone I wouldn’t be able to give some deserving people some publicity, or let you know some of the interesting stuff that’s happening in a part of the world you might not associate with advances in great beer. If you like beer tourism, Catalonia should definitely be on your “check it out” list. If you’re going to Catalonia on holiday anyway, don’t miss out on the beer scene. As yet, to my knowledge, no one has written a guidebook to the craft beer bars of Catalonia, but if you contact any of the brewers I’ve mentioned here I’m sure they will make recommendations in their local areas.
Many thanks indeed to Ariadna Ribas and Elisabet Pagès of the Catalan Tourist Board for all their considerable hard work in organising this trip, and look after everybody so well, it was a great experience, and grateful thanks to all the brewers, restaurateurs, bar owners and hoteliers for their hospitality and generosity – may you all continue to thrive and prosper.
If there is a more international, more fascinating, more illuminating, more must-not-be-missed beer celebration on the planet right now than Carnivale Brettanomyces in Amsterdam, let me know immediately, because it must be marvellous.
Carnivale Brettanomyces, now on its sixth year, calls itself a beer festival, but it’s more a three-day massively parallel series of dozens of different events – lectures, tastings, panels, tap takeovers and food-and-beer matching – across eight different venues around Amsterdam, involving, for 2017, almost 60 breweries from not quite a dozen different countries, and several hundred visitors from at least 17 , from Canada to India.
What is particularly thrilling, besides the skin-tingling geekery of hearing people discuss, and discussing, deeply obscure aspects of beer making, is tasting deeply rare beers: Norwegian farmhouse ales, saisons from tiny Belgian 10th-generation family breweries, pale ales you would otherwise have to take a trip to far-off rural Vermont and queue for three hours in the cold to get hold of.
As the name implies, the purpose of the festival is to celebrate Brettanomyces, the funky (literally) cousin to standard brewer’s yeast, Saccharomyces cerevisiae. Most mainstream brewers, and all winemakers, shun Brett the way vampires flee from crosses, believing the aromas it brings to fermentations – sweaty socks, farmyards, damp leather – are definitely not those they wish to put in front of their drinkers. But Belgian brewers have been creatively using strains of Brett in everything from Lambics to pale ales (Orval, famously, has a touch of Brettanomyces) for centuries, and the yeast was actually first isolated from samples of English stock ales, and named, by the Danish brewing chemist Niels Hjelte Claussen, at Carlsberg in Copenhagen, in or shortly before 1903.
BAL-HAM, gateway, if the guys from Chicago’s Goose Island Beer Co are correct, to a new form of gastropub/craft beer bar: yummy grub combined with rare brews. The very first Goose Island Vintage Ale House had a goosedown-soft opening in a former Be At One cocktail bar in Ramsden Road, SW12 a week before Christmas, and ramped up the publicity last week with a “launch beer dinner” attended by Goose Island’s founder, John Hall, and president/general manager, Ken Stout. I would love to hope that they’re right: if there was just one bar like a Vintage Ale House per London borough, then the beer revolution would have ended in victory, and beer would be back at the heart of British gastronomy, from which it was brutally evicted in the 19th century.
It’s a big irony, of course, that John Hall took the idea of the British pub, and British beer, to Chicago after a tour of Europe back in the 1980s, turned his original Goose Island brewpub into one of the stars of the American brewing revival, and is now returning to the motherland with a take on the British pub that could revitalise the original concept. Ken Stout, in a simile he admits to have borrowed from someone else, compares it to the “British Invasion” of the 1960s, when groups such as the Rolling Stones and the Beatles took American music – the rhythm ’n’ blues of people like Muddy Waters and the country-influenced rock ’n’ roll of Arthur Alexander – back to the United States with their own twist on it, became a smash, and made music fans appreciate anew what they had. Now British beer fans are being taught to love the IPAs and heavyweight stouts their great-grandparents knew by American brewers who have reinvented these beers for the 21st century.
That analogy quickly falls over if you push it too hard, but it’s not totally wrong, and it has wider application than you might first think. The current Good Beer Guide lists more than 20 cask beers by British brewers called “American [something]”, another 20-plus that mention Cascade, the almost archetypal American “new” hop, in their names, and over a hundred IPAs, most, I’d give you short odds, inspired by American IPAs, that is, with big floral hop flavours. The American influence today on British cask beer is now undeniable – and let’s not even touch on the “craft keg” scene. So is Britain ready for what Goose Island says is the first dedicated exclusively American craft beer bar in the UK?
I’d love to believe so, because it provides a different and, I think, very good take on what a pub can be – and, actually, what a tied house can be. I’ve never felt having just one brewer’s products on sale has to be a barrier to complete customer satisfaction: choice is over-fetishised by beer geeks. What the Vintage Ale House offers is a place where beer, good beer, beer from a company that cares about beer, is absolutely central to the offer, but so too is good food – porter and molasses glazed beef cheeks, for example, enough to make any Hereford smile – that is designed to go with beer. Four Goose Island draught beers – IPA, Pils, Green Line pale ale and 312 Wheat – are available, but so are big 76.5cl bottles of the brewery’s seven different heavy-hitting barrel-aged Belgian-style ales, such as Sofie, a 6.5 per cent Saison, Matilda, a 7 per cent “Orval-alike” pale ale and Juliet, an 8 per cent Brett beer flavoured with blackberries. Other beers unique to the Vintage Ale House are promised, to maintain interest and bring people back. The vintage beers will hit you for between £18 and £23 a bottle, but that’s still (mostly) cheaper than the (limited) selection of wines, which start at £20 a bottle and climb to £35. At the same time, I am confident that if you like beer, you’ll love these beers in the context for which the originals styles were made: with food. If the Vintage Ale House finally encourages British pubs and bars to take beer and food pairing seriously as a core strategy John Hall should get a knighthood. I spotted Charlie McVeigh, boss of the small-but-expanding Draughthouse chain of gastropubs, at the launch, hopefully gathering some ideas, though since two of his ten pubs are in neighbouring SW11 he was probably mostly checking the new opposition: Draughthouse sells Goose Island beers. Continue reading Goose Island hopes it’s laid a golden egg in Balham→
Autumn, season of mists and mellow, fruity ales, as John Keats might have written, if he hadn’t been more of a blushful hippocrene, beaker of the warm South man. As the early evenings darken, and the leaves and the temperatures fall, it’s one of the joys of the season that we can start drinking strong, dark beers again, sitting by the fire in the snug – or by the fire in your own home, if you prefer. I often do. I have a place at one end of the sofa, close enough to the fire that I can toast my toes, with an old oak blanket box alongside that I rest my beerglass on, where I sit and read, or listen to music, while whatever the weather is doing outside can be ignored.
If you have been looking at national newspaper feature pages recently, you will not have been able to avoid articles discussing hygge, the Danish word meaning something allegedly untranslatable in between and greater than “cosy” and “comfortable” and “safe” that is the condition all Danes allegedly seek to attain. Of course, we actually have a perfect translation of hygge in English, or at least a word that describes the equivalent state of warmth and comfort and safety Britons desire: snug.
More than 230 years ago the poet William Cowper wrote: “There is hardly to be found upon the earth, I suppose, so snug a creature as an Englishman by his fire-side in the Winter.” He wasn’t wrong. And outside the home, some pubs provide us with a room where this blissful level of being can be achieved, a room generally only to be entered from inside the pub, with no street windows or doors, private and secure, almost always small enough that half-a-dozen will be a heaving crowd, and ideally with its own servery hatch to place orders at the bar. This room of happiness is actually named for the state of safe comfort, like the bug cuddled down deep in the protective tufts of his rug, that we seek between its enclosing walls: the snuggery or snug. Continue reading Snug beers and snug bars→
Let’s get one potentially controversial point out of the way first: this is a £20 bottle of beer. If that shocks you, you’ve not been paying attention to what’s happening in the market: there are more expensive beers than that. Some of Thornbridge’s sour creations sell at £15 for a bottle half the size. And £20 is barely leaving the foothills in the Land of Wine: even my local corner offie, which will sell you 24 cans of Foster’s for £20, has half a dozen wines for sale at that much a bottle or more.
This is also a very rare bottle of beer: Goose Island has brewed not much more than a couple of thousand litres, around 3,600 (UK) pints, of Brewery Yard Stock Pale Ale, and only 600 bottles have made it to the UK, where they are on sale in fewer than a dozen London outlets, including The Rake by Borough Market (where it was launched last Thursday), Mother Kelly’s, We Bought Beer, the White Horse in Parson’s Green and Clapton Craft.
So: is it worth it? Certainly the bar has been raised once again in the “authentic old beer reproduction” high jump, after Carlsberg’s effort earlier this year in brewing an 1883 lager with revived 1883 yeast. And BYSPA is a considerably more complex drink than Carlsberg’s straightforward 19th century sipper.
The back-story first: Mike Siegel, Goose Island’s “brewing innovation manager”, decided early in 2014 that he wanted to reproduce an old British ale of some sort, one that involved ageing in oak barrels and finishing with Brettanomyces. A great many people make the sign of the cross when Goose Island is named, believing that, since it is now owned by AB InBev, all its works bear the Mark of the Beast. But for me, any company that lets one of its managers say: “Hey – I’m going to spare little expense in recreating an obscure beer from 140 years ago” cannot possibly be totally bad. Continue reading Stock (ale) answers from Goose Island and Ron Pattinson→
So, what was it like, the ancient lager Carlsberg spent two years and hundreds of thousands of kroner recreating, resurrecting yeast out of a bottle dating back to 1883, pulling out 130-year-old brewing records, growing an ancient barley variety, hiring a floor maltings, working out the most likely hop varieties to use, reproducing the original brewing water, having oak casks made in a Lithuanian cooperage, making moulds of vintage bottles so that new versions could be hand-blown, and then flying in dozens of journalists and beer writers to Copenhagen from as far away as Malaysia and California to drink the result. Continue reading Carlsberg celebrates the ordinary→
Beer’s not my usual breakfast tipple, though I’d agree with Tim Martin, founder of the Wetherspoon pub chain in the UK, that Abbot Ale is an excellent accompaniment to the traditional Full English. But I couldn’t keep away from an invitation to “brunch” with Bryan Baird, the American founder of the eponymous brewery in Numazu, 80 or so miles west of Tokyo.
The event was organised by the Globe bar in SoHo, Hong Kong and featured six different Baird beers, all paired with different dishes and introduced by Bryan Baird himself. Like all brewers, Bryan is hugely enthusiastic about his trade, and he was well served by the Globe, which delivered some excellent matches to his beers, to go with a six-course breakfast.
We kicked off with cured ocean trout, cream cheese and cucumber, served with Baird’s Single-Take Session Ale: a fine pairing, a little more classy than the traditional breakfast kipper, the only problem here being that I really, really wanted a whole pint of Single-Take, rather than a small glass. It’s a Belgian-style beer, according to Bryan, made with Belgian yeast, but “inverted” – low-alcohol, high-hop, rather than the other way round, 4.7 per cent abv and plenty of hop flavour from dry-hopping. The hops are whole-hop Tettnanger and New Zealand varieties, and the name and label are inspired by Neil “single take” Young: the label is meant to show young Mr Young performing “Rocking’ in the Free World” on Saturday Night Live in 1989. And if you look at that video, you can see the woman who designs Baird’s woodcut-style labels has indeed captured a clip from the show.
For a young Japanese entrepreneur, Shiro Yamada has a perhaps unlikely-sounding hero: Baron Bilimoria of Chelsea, lawyer, accountant, son of an Indian army general, and the first Parsi to sit in the British House of Lords. Bilimoria’s establishment credentials were enough to get him in the Royal Box at the Queen’s diamond jubilee celebrations last year. “He’s like Steve Jobs to me,” Yamada says.
Bilimoria earned Yamada’s admiration for being the man who founded Cobra Beer in 1989, to be the curry eater’s beer: designed specifically to complement food, with lower carbonation and a smoother taste. Yamada, who had worked as a venture capitalist, and been involved in dot-com start-ups in Japan, was studying for an MBA at the Judge Business School, part of Cambridge University, around 2005 when Bilimoria, himself a Cambridge graduate, came to deliver a presentation to students at Judge on the Cobra operation.
Yamada had already become interested in beer after going drinking with fellow students around Cambridge, and taken trips to Belgium and Munich to widen his beery knowledge. Listening to Bilimoria talk about his desire to brew a beer that would match up with Indian food, Yamada had a revelation. What about a beer specifically brewed to match up with Japanese food?
The Japanese have been brewing beer since the mid-1870s, after Seibei Nakagowa came back to the town of Sapporo having spent two years learning how to make lager at the Tivoli brewery in Kreuzberg, Berlin. Today, despite a reputation in the West for mass-produced blandobeers, Japan is the home of a thriving microbrewing scene with some excellent products – Yo-Ho Brewing’s SunSun lager was one of my personal beers of the year for 2012.
However, no one seems to have thought to do anything for Japanese food what Bilimoria did for curry: design a special beer to fit in with and enhance the different dishes. That, Yamada, decided, would be his task. “I drank a lot of beer from all over Europe when I was in the UK,” Yamada says, “beer from Britain, from Belgium, from Germany, and what hit me was that beer had a history in each of those countries, but if you look at Japan, it’s not like that. So what I decided I would like to do is to develop an original Japanese beer with a taste to fit in with Japanese culture and food.”
Eric Toft – middle-aged, handsome, seldom seen out of lederhosen despite being born in the United States, passionate about beer in all its varieties – is an American with a mission: to drag German brewing kicking and screaming out of the 16th century.
After a career that would be the envy of – well, me, certainly – Toft is currently brewmaster at the 232-year-old Schönram brewery in rural Bavaria, just a few miles from the border with Austria.
There he produces the usual run of beers you would expect from a rural Bavarian brewery run by the eighth generation of the same family: a Pils, a Hell, a Weissbier, a Dunkel. Alongside that, however, Toft, the first and currently the only American to run a Bavarian brewery, also makes beers in styles you might fear a rural Bavarian beer drinker would never even have heard of: an IPA, an imperial stout, a porter, even a Belgian pale ale.
The idea, Toft says, is to show that the Reinheitsgebot, or “purity law”, firmly limiting the ingredients that go into beer, to which all Schönram’s output sticks as strictly as any German brewery, need not be a straitjacket forcing brewers into making bland clone-beers.
His motto is “Reinheitsgebot, not Einheitsgebot”, which doesn’t sound quite as good translated into English, “purity decree, not sameness decree”, but the message still comes across. “The Reinheitsgebot should be an inspiration and a motivation to creativity,” Toft says. “It’s blamed for making German beers bland. But the main reason for blandness is that the purchasing of raw materials has been taken out of the hands of brewers and given to the accountants.”
I met Toft this week because he was the speaker at the latest of the regular beer and food matching evenings at Meantime’s Old Brewery on the Royal Naval Hospital site in Greenwich, and Rod Jones of Meantime had been kind enough to ask me along as a guest. It was fascinating listening to Toft describe his career: he was born in Colorado and studied at the Colorado School of Mines in Golden, which is next door to Coors’ brewery. That proximity helped Toft become interested in home-brewing, and after graduating he decided he was much more keen on a career making beer than spending years in, eg, Saudi Arabia prospecting for oil.
Where I come from, if you suggested cooking with Stella Artois, you’d be comprehensively jeered, by both the many fans of what is probably the fourth or fifth best-selling beer in Britain, for being a pretentious twat, and by Stella’s many haters, for promoting a mega-lager seen as, at best, bland and pointless. But where I am right now is Hong Kong. Here, the entire concept of cooking with beer is still so novel, so unheard-of, so likely to send Cantonese eyebrows rocketing up Cantonese foreheads, that any attempt to promote beer cuisine has to be supported, no matter what brew is involved.
That’s why I was at the Hong Kong Jockey Club in Happy Valley, to watch George Reisch, fifth-generation brewer and “director of brewmaster outreach” for Anheuser-Busch InBev, preach on the joys of beer and food, and beer IN food, to an audience of Hong Kong bar owners, restaurateurs, food bloggers, magazine and newspaper journalists. Plus me, ostensibly representing the South China Morning Post, and bemusing the Hong Kong food blogging community, who had never met a beer blogger before, nor knew such a beast existed.
A-B InBev might be the Evil Empire to some, but its products are big sellers in Hong Kong. In particular Hoegaarden is hugely popular with Chinese beer drinkers, especially women. I was in a bar called the News Room in Quarry Bay drinking something pale, American and very hoppy a couple of weeks back, and of the seven nearest tables to me, six were occupied solely by Hoegaarden drinkers, all Chinese, male and female. (Of course, the theatre of the big glasses helps, but primarily they like the taste: spicy, not over-bitter.)
Stella is also in almost every bar in Hong Kong that is likely to attract expat customers, for sale to homesick Britons who react well to a familiar face met far away. If you are going to push the idea of beer with food, and beer in food, to people totally unused to the possibilities of such a pairing, it’s much better to do it (I think, and so, obviously does A-B Inbev) using beers they are familiar with. Since Hong Kong restaurateurs and bar people and beer drinkers know Hoegaarden and Stella very well, then Hoegaarden and Stella are good beers with which to introduce the concept of beery cuisine to them.
And George Reisch is a great guy to do the introducing: American beer enthusiasts know him well; he’s a judge at the Great American Beer Festival, among other high-profile activities in the North American beer world. It’s immediately clear he is hugely enthusiastic about beer and all its possibilities, which makes me like him at once. Brewing is obviously in the family DNA: his great-great grandfather founded Reisch’s brewery in Springfield, Illinois, closed 1966, and his son is currently learning the trade while working for Spaten (an A-B Inbev subsidiary) in Munich.