Why not? Like any craze, fad or hobby; the driving force isn’t necessarily the product, but us, the consumer. We create the hype. Yes; a quality product is required and yes, like any other business, the producer will market the product how they see fit. But, with social media and a large presence of the craft beer community vocal on Twitter this marketing can reach further afield; can become personal and can mutate through word of mouth. Hype is a good thing as it draws more people in who were previously unsure and this really bothers the pretentious groups who think craft beer is just for them. All breweries are a business and the more consumers the reach the more successful they are.
Over the next few days and weekend we are going to see twitter explode with talk of Cloudwater’s DIPA V6 and V7. Some will praise it to high heaven; others will say V6 beats V7; more will say V3 has never been surpassed; and a small number of us will say “Three’s Company trumped them all” (That’s probably me)… This isn’t necessarily Cloudwater’s doing. They don’t control your twitter posts. They don’t have me held hostage now; forcing me to type away.
But then there are the negative people, who instead of enjoying what are very likely to be a great DIPA will dig deep to find a reason to fault it. It’s not that they have an issue with the beer itself. They are just Mood Hoovers; sucking up another persons excitement about something they love.
Have you seen the equipment they have? What do you expect?
It’s too hoppy for a DIPA
The bottle shape doesn’t suit an IPA
There are other beers and breweries that get such hype like Founders KBS launch, Goose Islands Bourbon County but this means much more to me. They are a local brewery that are taking the UK craft beer industry to the next level and not just with the products they are producing. I’m not saying every beer brewed has been perfect and neither will they but they’ve created an image that UK craft beer drinkers can’t get enough of; enough to get them over to Modern Times in the US to release V6 and V7.
I will be picking up a couple of each on Saturday and i will very likely enjoy them and I may post about it on Twitter. Or, I may just sit and enjoy it for what it is; a delicious, hoppy DIPA.
If you are reading this, send help! I am locked in Units 7 & 8, Piccadilly Trading Estate, Manchester M1 2NP