The time is 10am and there are 20 different beers to be drunk before lunchtime. It must be another supermarket beer judging.
I judged for the twice-yearly Tesco Beer Awards quite a few times, but this week’s was the Sainsbury’s Beer Competition, and although Sainsbury’s has brought in the same PR team to organise the entries and judging as previously ran its rival’s event, the Morrice Partnership, there are several significant differences between the two contests.
For a start, the beers in the Tesco judging were drunk “blind”: nobody except the organisers knew which brewery produced which numbered beer. But Sainsbury’s deliberately has “shelf appeal” as one or its judging criteria, alongside flavour, aroma, appearance and aftertaste, believing, correctly, that no shopper will pick up a beer and take it home to find out how good it is without initially being attracted by the packaging. So all the bottles bore their labels.