The formative beers of my teenage years

My teenage beer drinking involved plenty of quantity – I was a regular pub customer from 16 onwards, pubs being the place to meet my mates, and girls – but no appreciation at all of quality. This was not, forgive me, deliberate ignorance, but down to a lack of any kind of guidance. Today there are dozens of books about what beers to drink, and more every week, nearly. Then: nothing, nothing at all. The Campaign for Real Ale was only formed the year I turned 19, I had reached 21 when Frank Baillie bought out the Beer Drinker’s Companion and Richard Boston began writing about beer in the Guardian, and I was 22 when the first Good Beer Guide appeared. For my first five years of seriously drinking beer, therefore, while I was developing an awareness that some beers were much better than others, and some were actively awful, there was effectively nothing to explain why this was, nor anywhere to tell me where to find the good stuff.

I was nudged in the ribs into remembering the beers of my long-past youth by the Canadian beer writer Stephen Beaumont, who posted earlier this week about ten beers that influenced his teenage years and early to mid-twenties. Did I have ten beers I could say lubricated my pre-enlightenment drinking, and eventually led me to wider appreciation: or at the least, were important to me 45 years ago, even if eventually left behind, like my small and long ago disposed-off collection of early albums by Chicago, errors in taste that I can excuse by saying: “I was young – I knew no better”? Yes, and here they are

An 802 bus in Stevenage bus station advertising McMullen’s strong pale ale, No 1, some time around 1967. I would say with confidence that I have travelled on that exact bus, probably numerous journeys

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Why Greene King doesn’t care that the haters hate its IPA

Hard luck, haters: Greene King knows you don’t like its IPA, you think it’s too bland, “not a real IPA” at 3.6% abv, and it doesn’t care at all. Not the tiniest drop. In fact it’s probably quite pleased you don’t like it. You’re not its target market – it’s after a vastly larger constituency. If you liked its IPA, it’s fairly sure those people that Greene King would most like to capture to and in the cask ale market, young people, people still with a lifetime of drinking ahead of them, wouldn’t like it – and for that reason, the Bury St Edmunds crew have no intention of changing their IPA just to make you happy. In fact they’re not changing it at all – except to shake up its look, and put £2m in media spend behind it.

Greene King IPA new look

The new look

Of course, it’s not just Greene King IPA that has hosepipes of vitriol directed at it by the Camra hardcore. Any widely available  cask ale gets the same – Fuller’s London Pride and Sharp’s DoomBar are equally hated, without the haters apparently being able to work out that the reason why these beers are widely available is because lots of people actually like drinking them, even if the haters don’t.

Indeed, it’s the popularity that is prompting the Bury St Edmunds crew into its current push. To its obvious delight, and, I suspect, slight surprise, Greene King has discovered that the flood of new young drinkers coming into the cask ale market find Greene King IPA just the sort of beer they want: there’s more to it that can be found in a pint of lager, but it’s still reasonably safe and unthreatening.

At a launch on Monday night in a bar near Oxford Circus in London to announce a new look for Greene King IPA, and other initiatives including a new website to educate licensees and bar staff on cellar management and how to serve the perfect pint, Dom South marketing director for brewing and brands at Greene King, quoted figures from a survey done last year for the Campaign for Real Ale showing that 15% of all cask drinkers tried cask ale for the first time in the past three years, and 65% of those new drinkers are aged 16 to 24. “We’re seeing a complete revolutionary shift in the drinker base coming into cask ale, which is exciting, because it means that this category, for the future, is in rude health,” South said. And where does Greene King IPA fit in here? “When you look at what those young drinkers want, from a cask ale brand, or just a beer, the three things a new young entrant wants are, first, something that feels right to them, a reflection of themselves, that makes them feel good about drinking the beer,” South said. “They want something a little bit modern, a little bit contemporary. The second thing is, they expect the beer to taste good – but let’s face it, too many pints in the UK are served sub-standard.

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