EBBC2012 #3 - Who Are We Talking To? And How? And Who's Listening?

I was quite surprised by how much I enjoyed the tech and social media sessions at EBBC2012. I thought I had a pretty good handle on stuff, but it turns out that I was only about half as good as I thought I was. The reason for this is that although I've fiddled about with all sorts of social media (YouTube, Blogger, Twitter, Facebook, Pinterest, and briefly Tumblr, Google+ and Klout), I don't really pay any attention to who is listening and responding to what I say, beyond comments on this blog, Twitter followers, and Facebook feedback.

I still don't know how I feel about this. On one hand, I'm pretty happy with what I do via social media. It's a great network of like-minded and interested individuals, and as I said in the session that I co-hosted, it was having a body of work online that enabled a publisher to find me and commission me to write "500 Beers". Clearly I was doing something right, and crucially, that commission happened just before I was made Beer Writer of the Year 2008 by The British Guild of Beer Writers. I'm sure the award reassured them that taken a flyer on the right person, but they had approached me solely on the basis of my online persona. I'm sure that having video available to them helped to round this out a bit, but ultimately, having a social media portfolio is vital if you want to Take It To The Next Level (as the session with Mark, Marv and me was called).

I was also interested by the idea that you might want to alter your voice and respond to feedback from readers to write content that they were more interested in, points raised in part by Sophie Atherton and Adrian Tierney-Jones. I disagree with this - I say write your own thing, just make sure that spelling and grammar are correct. Very little good ever came by committee, or by trying to mimic someone else. But that's just my opinion. And anyway, Adrian was being somewhat disingenuous - his blog is his Gonzo, Joycean, Proustian outlet. Having read a few draft pages of a book that he's currently writing, it's obvious that he's one of the greats, with a unique voice that is the summation of years of self-taught journalism and, most crucially, of a life lived in (and through) words and literary structure.

But I digress (hey, this is my space to do so). While you can use social media to create a showcase for your talents, content is still king. I'm still not convinced that being popular on social media is the same as being respected, despite what Klout might say. It's probably apposite to conclude on one of my favourite maxims - you can't polish a turd, but you can roll it in glitter. But who wants to be a glitter-covered turd?

Is Saison the New Citra?

Lucky bastard Rob from Hopzine.com is in Rome, from where he posts this little video snippet. It's a great little snippet in lots of ways - on one hand, he's largeing it on holiday, and so he's already having a laugh at our expense. It's also great because he's responding with a video to something that he's read a few moments ago on Twitter - this conversation about saisons. We'll gloss over the fact that Baladin Nora isn't actually a saison - it's a spiced ale - the point is that Rob saw an opportunity and grabbed it with two hands, even though one was holding a brimming TeKu glass.

It's cool, it's now, and maybe this is the future of social media - people responding by video to things that they've seen a few moments earlier. This could be the birth of something big - rather than arguing in text, we could now do it with video, saving us the trouble of meeting up and getting drunk together. The misanthrope in me thinks that maybe this is the way forward - I recently had a request from Simon at Real Ale Guide for a 4-way Skype beer review. It didn't happen, but maybe a bit of video panel-drinking might be fun? I must give it a try - maybe it will be like going to the pub, or maybe it will be like sitting at home feeling slightly creeped out - only experience will tell.

Anyway, for me, the interesting question in that Twitter conversation is from Chris (@NorthernWrites on Twitter) - "Is saison the new citra?". It's a good question, coloured by Chris' unabashed dislike of what he sees as bandwagon-straddling me-too citra-infused pale golden ales. The short answer to this is, of course, no. But the long answer provides some insight into where the beer world may be headed in the next few years.

As International IPA Day draws close, what we are going to see is on August 4th is, I believe, a celebration of a style of beer that could do for beer what Australian wine did for wine in the late 80s and early 90s. IPA is a style that is easy to understand, easy to enjoy, and has the potential to draw more drinkers into the category. A citra-heavy IPA may not be the most sophisticated beer in the world, but damn, it's easy to enjoy, and I'm not sure how that can be a bad thing.

Contrast that open, easy-drinking appeal with the tart, tightly-wound, sometimes musty and dusty complexity of a saison, and it's clear that saisons are forever going to be marginalised. Saison is the riesling of the wine world - loved by those in the know and in the trade, but largely ignored by everyone else. Good riesling smells of diesel, wet stones and lime blossom. Good saison smells of hops sacks, old wooden spice racks and cellars.

Saison, like riesling, will always be a minority taste, but the future tastes of citra-laced IPA.

.