Thirst for Beer Knowledge

Published in The West Australia 6 July 2006

By Vic Crossland

Australia’s brewing boom is often likened to the burgeoning of wine a couple of decades ago, and there’s increasing reason to push for beer to share equal status whenever beverages are celebrated. For instance, this month’s WA Wine & Food Festival arguably should have included beer in the event title.

A record number of breweries were represented, and a beer hall area was designated for the first time. At the adjoining dedicated beer seminar stage, Perth Convention Exhibition Centre visitors took advantage of the chance to meet brewers, learn the finer points of brewing, beer tasting, and matching beer with food.

“It was a great show,” WA Brewers Association president John Stallwood said. “Next year WABA and (event organiser) CMS are looking at combining WA beer Week with the exhibition to become the Wine, Beer & Food Festival.”

Mash Brewing’s Dan Turley said people felt “beer” should be added to the title and he agreed, saying “it should have been done years ago”.

But these views may be premature.

“There is a very good chance that the name may change to include beer in the future,” CMS Events director Jodi Warburton said, but added: “This will depend on getting more breweries interested in taking part in the festival over the next couple of years and receiving the full support of the WA Brewers Association, which is looking very positive.

“In the meantime, we will be promoting the representation of beer as best we can. We believe that beer is an important part of the food and beverage experience and is becoming an increasingly important part of regional tourism, with many new boutique breweries offering visitors a gourmet experience just as a winery can do. These days, people seem to becoming more and more sophisticated in their attitude towards beer.”

Jarrah Jack’s brewery took the prize for best display stand at the festival, and director Alan Liebeck agreed that increased beer sophistication was evident. “Most tasters undertook the same tasting ritual they had for wine - a swirl of the glass, a sniff, and then a taste before swallowing.,” Mr Liebeck said.

Malt Shovel’s Tony Jones, who came over from the eastern States to present James Squire and Hahn specialty brews, reported “an increase in thirst for beer knowledge as opposed to thirst for beer”.

Wheat beers were most popular down “craft alley”, Mr Jones said. Brewer sessions on the stage had very good attendances and the number of people sampling beer at the booths was slightly higher than last year.

“The most notable change was in the demographic of those frequenting the craft brewers’ booths - 18 to 19-year-old females in almost double the proportions of previous years,” he said. “Customers seemed much more interested in brands they had not previously experienced.”

Matilda Bay head craft brewer Brad Rogers grabs very chance to attend shows to talk directly to consumers and share his love of beer. He rated the Perth festival a great success and especially liked the seminars.

“We have the chance to walk through what beer is and how it is made, then move into tasting our beers with emphasis on how the barley, hops and yeast effect the flavour and balance. Consumers really like to see brewers on stage that have real passion for their beers,” Mr Rogers said.

Mash Brewing had a great time and brewer Dan Turley said the exposure of the new Swan Valley brewery to so many people was excellent. “We would definitely do it again next year,” he said. “I thought there was a very good selection of beers – microbreweries all with something different, so a good representation for craft beer and I bet there will be more next year.”

Brewer-director Graeme White at Ironbark said the Swan Valley was extremely busy during the Wine and Food Festival, meaning business was brisk at his Caversham brewery. “The festival was a good marketing event but made no money for my business. The weather was glorious so people went elsewhere,” he said.

“Wine lovers are beer lovers,” Trumer’s Perth-based Australian marketing man Ewald Ringer said. “We always have great responses to our beer samples . . . The show would definitely be more successful if the liquor law would ease and allow selling of alcoholic products for take away from the stand.

“It was very positive to see lots of other craft brewers - a collective mission to educate customers and win them as future clientele for craft beers.”

It is pointed out that the 12 beer exhibitors compared with about 120 wineries.

“We believe that a growing representation of breweries at the event in the future will not affect the number of wineries taking part. In fact, many wineries understand that the representation of beer can often be complementary to the wine in that it offers visitors something different,” Ms Warburton said.

Bring on the next wine - and beer – festival.

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