Is all the hype necessary?

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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

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7 thoughts on “Is all the hype necessary?

  1. No. It’s not.

    Cloudwater make damn good beer. But the hype around the DIPA launches – from wherever it originates – grates. And I have said that directly.

    James, Paul, Al & their increasing crew are responsible for a lot of good beer. They are good people and this is assuredly NOT a pop at them. They are an excellent Brewery. But they aren’t the only Brewery in Manchester brewing great beer (something that they themselves will freely say) and I think that the shadow cast by these “events” is too long.

    I will admit to having only one of these beers. V1. In cask, Keg and Bottle. It was – to be fair – an exceptional beer. But to hear the splaff that hit social media at the time, you’d think it was from the fountain of youth, a magical liquid with unparalleled powers.

    It wasn’t. It was, quite simply, a very good beer. And I have drunk an awful lot of very good beer.

    Maybe I’m a grump. But this over excitement leaves me cold.

    Liked by 1 person

    • Thank you for your thorough reply! And I do agree with you in parts. They aren’t the “best” brewery in Manchester and surrounding area but they’ve created an image/persona that has caught people’s imagination at a time when beer in booming. My main point was not to necessarily diss the brewery for it as all they are doing is run a business like all the other great breweries but just with another approach. This isn’t just Cloudwater by the way; the people who sit around waiting for the Rainbow project beers get the same shtick.

      Positivity and investment from consumers can only be a good thing for the beer industry as a whole

      Thanks again for your input. Greatly appreciated

      Liked by 1 person

      • I also think that the DIPA’s are fantastic from Cloudwater. But I also object to the Over (and over is the operative word here) hype of these beers. You are looking at it from a consumer point of view, but as a stockist, I think you are overlooking the harm it can do to Beer Retailers who can’t get hold of these beers. These beers become exclusive due to there limited nature and the capacity of the brewery. Retailers who can’t get hold of them or are not allowed them due to the Brewery being at capacity can end up black balled as “not trying hard enough” or suddenly not “cool” enough because they are not “keeping up with the times” when it might be that these shops have been in the industry for 10 or 20 years helping the beer industry along as it is now by representing many other amazing breweries who don’t work on making beers exclusive. The current beer “aficionado” is a much more fickle breed to those of us who have been in the industry a while, and they are easily bamboozled by marketing and a lack of experience in good beer, being told what’s good and not making up there own minds, claiming blindly that these beers are great whether they are or not. I feel the beers and excitement can be valid, but the overly competitive nature within the industry spawns unnecessary squabbles. The bottom line is that there are a lot of beers to be excited about and I resent the implication I might be a “Mood Hoover,” I just consider myself a level headed beer buyer, drinker, seller & importer who’s been in the game long enough to see hype come and go and wants to see enthusiasm spread a bit more equally instead of the fashion parade beer is becoming. When people start saying things like “well maybe V4 & V5 weren’t great but if you blend them…” well just come on, get a grip – that reeks of desperation and the inability to just say, “Hey, they make great beers but not every time.” Where I work I know of people who have booked time off work to buy these beers… and people who have commented that they only bought them to post pics of on twitter or Instagram. That is OVER the top. Let’s keep things a bit real. PS Three Is Company is the best DIPA release from them lol. I say be excited, be happy & love beer but when it becomes a status symbol to be lorded over others, something has gone wrong. Hope what I’m saying seems fair.

        Liked by 1 person

      • What you’ve said is completely fair. You’re right. This post doesn’t consider the outlets who can’t get hold of the limited releases. And you’ve made a fair point. To be candid a Mood Hoover is someone who is negative for the sake of being negative; not for having having a negative opinion and can justify it. Craft beer as “craft” beer is, to me, a craze, and like any craze people go a bit mad. Getting beer for the sake of posting a photo of said beer is a little mad.

        I hope my post hasn’t offended anyone and I welcome any opinions from either side of the fence. That’s what I’d hoped to achieve

        Thank you very much for your comment!

        Like

  2. I feel like the disparate elements that add up to create ‘hype’ – breweries announcing a release, bars and bottle shops announcing they’ll be getting it, drinkers expressing their enthusiasm – are well intentioned, but in combination can create a fuss that can be a bit exhausting.

    Cloudwater stepping up production on v3 was the best antidote, I reckon, because it made it a special beer, but one that people could get hold of much more easily and hopefully judge on its own merits. I know they have good reasons for limiting the numbers on more recent incarnations, but I hope they’re able to increase the batch size on v8.

    And, despite the ‘mood hoovers’, most ‘hyped’ beers deserve the attention because they’re excellent.

    Liked by 1 person

    • I do understand why it’s exhausting. I imagine soon enough the hype element will die down. A few places have posted that they still have v4/5 in stock so in a few versions time it won’t have the same effect. I feel a few breweries will step up though and create even more excitement around special releases

      Like

  3. I also think that the DIPA’s are fantastic from Cloudwater. But I also object to the Over (and over is the operative word here) hype of these beers. You are looking at it from a consumer point of view, but as a stockist, I think you are overlooking the harm it can do to Beer Retailers who can’t get hold of these beers. These beers become exclusive due to there limited nature and the capacity of the brewery. Retailers who can’t get hold of them or are not allowed them due to the Brewery being at capacity can end up black balled as “not trying hard enough” or suddenly not “cool” enough because they are not “keeping up with the times” when it might be that these shops have been in the industry for 10 or 20 years helping the beer industry along as it is now by representing many other amazing breweries who don’t work on making beers exclusive. The current beer “aficionado” is a much more fickle breed to those of us who have been in the industry a while, and they are easily bamboozled by marketing and a lack of experience in good beer, being told what’s good and not making up there own minds, claiming blindly that these beers are great whether they are or not. I feel the beers and excitement can be valid, but the overly competitive nature within the industry spawns unnecessary squabbles. The bottom line is that there are a lot of beers to be excited about and I resent the implication I might be a “Mood Hoover,” I just consider myself a level headed beer buyer, drinker, seller & importer who’s been in the game long enough to see hype come and go and wants to see enthusiasm spread a bit more equally instead of the fashion parade beer is becoming. When people start saying things like “well maybe V4 & V5 weren’t great but if you blend them…” well just come on, get a grip – that reeks of desperation and the inability to just say, “Hey, they make great beers but not every time.” Where I work I know of people who have booked time off work to buy these beers… and people who have commented that they only bought them to post pics of on twitter or Instagram. That is OVER the top. Let’s keep things a bit real. PS Three Is Company is the best DIPA release from them lol. I say be excited, be happy & love beer but when it becomes a status symbol to be lorded over others, something has gone wrong.

    Like

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