Beer made from immature “green” barley – who knew such a thing was possible? Or “red lager” made from actual red-coloured barley? And what does a beer taste like made with barley so controversial it caused a protest led by a marching band through the streets of Munich back in June?
If you’re one of the people who believes no beer writer should ever accept hospitality from a brewer, for fear of being corrupted, then you’ll need to stop reading this post now, because everything that follows was gathered on a trip to Copenhagen last week paid for by Carlsberg. I wasn’t on my own, of course: there were also a dozen or so beer writers and trade journos, and, more importantly from Carlsberg’s viewpoint, 250 or so assorted others including customers from key markets, staff from Carlsberg operations around the globe (I met some very nice men and women from Tuborg Turkey who insisted on having their pictures taken with me, having seen me in the film I was paid to appear in about last year’s Carlsberg ReBrew project, recreating an 1883 lager), people from PR and design companies who have Carlsberg as a client and mates of the Carlsberg Foundation (Carlsberg’s owner), all there to help celebrate 170 years since JC Jacobsen opened the Carlsberg brewery in the Copenhagen suburb of Valby.
For unknown reasons, this trip has encouraged a mountain of scorn and mockery from the rigidly puritan, obsessively put on public record every free pint anybody ever bought you end of the beer-writing world, with the top of that mountain of scorn claimed as the moral high ground. There are a host of reasons for believing this is a stupid and nonsensical position to take, but here are just three before we return to the important stuff. If you believe you have responsibilities to your readers as a writer about beer, you ought to take every opportunity to uncover information they will find interesting. If that includes accepting a free trip from a brewer, and you prefer to insist that your integrity will suffer unless you stay at home, you’re badly letting your readers down by refusing to go and learn stuff on their behalf. Next, if you accept payment in magazines or newspapers for your writings on beer, what do you think the ultimate source of that payment is? The advertising budgets of those brewers you refuse to accept direct hospitality from, of course. Continue reading Red beer, green lager, immature barley beer: the innovations I drank on a ‘jolly’ to Carlsberg