I know, I know.
Not exactly something most people think about when it comes to their beer, but when it comes to Craft Beer, it is something that continues to pop up more and more. The growing market share of our favourite beverage will not continue it's rise if breweries start to cut corners and put out sub standard beer to control costs or hit a planned release.
The macro beer producers learned long ago that consumers demand a consistent, albeit boring, quality product that will give them exactly what is advertised. Beer that delivers the same thing whether you buy it in Toronto, Vancouver or St. John's. A Canadian or a Labatt's Blue may not be the things beer nerds like myself line up for on a Saturday morning, but the people who buy 24s of them on a regular basis are never disappointed in what they purchase. While you or I may have left these plain lagers far behind, the majority of beer drinkers still enjoy them because they are what they say they are, every time.
I am certain that there are a few Craft breweries that could learn a lot from this kind of quality control, dedication to consistency and being prepared to admit when their product is less than optimal.
I have had beer that contains off flavours, resembles poorly conceived home brew or generally lacks in any kind of quality control and yet still it was released to the public, even when privately you hear whispers that it would have better to sit in the tanks longer or even meet its fate in the drain on the floor.
While the recent Flying Monkey's "Sparklechunks" debate is still running on Twitter, it is the lack of concern from some people that truly concerned me. Phrases like "I got lucky, no chunks." accompanied photos of the very good version of this beer, while other times people would lament their fate and report a clear, chunky mess of a beer that appears to be something completely different. While I am not privy to all the world, I know that if I buy your product and you tell me it is one thing, it had better be that or we have a problem.
This is not about not liking a certain style or even a certain brewery and their take on it. It is about being honest with your consumers. I was not a fan of Collective Arts IPA No. 6 last year and talked about how it was just not balancing well together for me. Trying it a few weeks and another batch later, it was better but still had me questioning the release of the first one. Too many times I find beer that is not quite ready for prime time and whether that is a decision based on money or production is a questioned best left to be explained by those who released it.
This industry grows every year but people will not suffer sub-standard fare for long. The hope of more market share rests on delivering a good product at a fair price on a consistent basis. $5 for a lottery ticket of a tall boy is not something I'd like to keep trying my luck at.
While the wild and crazy things we see in craft beer are no doubt entertaining and helping to open a world of creativity and flavour, quality must remain the watchword and in a time when anything goes, it is paramount to always keep the bar moving up when it comes to making sure every pint is on point and consistently well made.
It falls on consumers to make the choice to support those who follow the path of good beer and fairness. Your dollars speak and when you spend them, you are showing support for what you believe in. Believe in better beer and demand nothing less than the best from what you buy.
Cheers!
Polk
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