Beer Guy’s Burden
A friend reaches into his cooler at a BYOB party and pulls out two cans from Austin Beerworks: a Pearl Snap Pils and a Fire Eagle IPA. Knowing his preference, I hold my hand out for the IPA while he keeps the Pils. As our cans crack open in unison, he asks me, “Why don’t I like that one again?”
I think for a split second. “Because it’s got more hops, which makes it more bitter,” I say. “But it’s also sweeter and has more alcohol. It’s really just more everything.”
I’ve opened with a quip, and I’m considering going into more detail. But while I’m thinking about what to say next, everyone at the table laughs, and the conversation resumes. The moment has passed, and the chance to say more about what makes those beers different is gone.
Of the friends I hang out with regularly, I’m #1 or #2 in beer geekdom, and the only one currently homebrewing. That makes me the “beer guy” in the group. All my friends like craft beer, but most aren’t into it like I am. They come to me with their beer questions. I’ve been asked to order for my friends at bars and to suggest thematically appropriate beers for parties. It’s a role I’m honored to play, but it comes with responsibility.
I’d love for my friends to love beer as much as I do. If they knew it like I do, they’d love it like I do, right? I must tell them everything I know! Right?
But no. When asked a question, I have to be careful with my answer. I have to give just the right amount of information. To cover the basics in enough detail to keep their interest piqued, but not to get so bogged down in the minutiae that I lose them along the way.
At the BYOB party, if I answered my friend with an hour-long lecture on the difference between the noble hops in the Pils and American hops in the IPA, I can just about bet no one at that table would ever ask me a question about beer again. I know I’m a damned interesting guy, but even I don’t want to listen to me speaking for that long. If I scare my friend away from wanting to ask me about beer, then I’m doing it wrong. The mission is to nurture his curiosity, give him information so he can make a decision about when and where he’ll try that IPA on his on (if ever).
So I chose a simple, funny answer. A few facts and a tacit invitation to ask me more. He didn’t ask me more – not then, anyway, but maybe I had planted a seed.
I hope everyone reading this has at least one or two people they can seriously geek out about beer with. But even if you do, I know you’d love to get all the rest of your friends on board too. But they’re not all going to. Some may be on their way, and some of them will get there eventually. Not all, but some.
What can we do to help them along? Be there for them, but don’t push. Be their sherpa on the climb up the mountain. Give them the information and the encouragement they need. They’re your friends. You know them. You know what they need to hear. Answer their questions but don’t bore them or scare them away. Let them take baby steps. Craft beer is booming, and to the neophyte, the options are intimidating (don’t we all remember our first time?). Help them navigate those options with comfortable sojourns outside their comfort zone, and don’t go too wild too fast. Be gentle. They’re new to this.
Offer a schwarzbier to a friend who always reaches for Guinness. Offer a light beer drinker a Bohemian-style pilsner or even an APA. If they like that, give them an IPA (not an Imperial!). If your friend trusts you enough to take your recommendation, honor that by introducing them to something they’ll like, and thank you for later.
I see it as a sacred duty. But of course, I get a little too serious about stuff like this sometimes.
As for my friend, I talked with him again a couple of days later. He told me that after spending the previous afternoon downing Pearl Snaps, his tastebuds had gotten tired of it and so he went looking for something with a little more flavor. He reached for one of those IPAs left over from the BYOB, and enjoyed it so much he had a second one.
Mission accomplished. Phase one, at least.