Beer “Tasting” Strike Out

The jackass comment from one reader two months ago, who called us “cheap whores” in response to us dropping in on a schmoozy beer bloggers reception where we sipped for free, actually broached an interesting subject: Are beer writers, and bloggers, especially prone to favorably reviewing beers if they’re courted in any way by company reps? In our case, we rarely encounter much special treatment. Still, we have on occasion received free boxes of beer. We like to make ice cream with it.
Well, whether it answers that question or not, we recently accepted an invitation from the marketing reps at Pyramid Brewing to take part in a summer beer pairing party in the company’s Gold Box Suite at Angel Stadium. Now, we’ve never been much impressed by the brewery, which is known mostly for their apricot-infused hefeweizen. But we heard they were bringing a seasonal called Curveball and thought it might be worth a swig. Though Alex couldn’t make it, Evan took the train out to Anaheim with his former boss in tow and drank it all in. Not knowing exactly what to expect, we nevertheless assumed that most of the other guests would be beer writers, industry insiders and/or company reps. As it turned out, Hot Knives and Hair of the Dog were the only beer writers present and few if any of the other guests seemed to even care what they were drinking as long as it was cold. In fact this may have been the most ingenious way for the Pyramid employees to throw a party for their friends on the company card we’ve ever seen.
After a couple Thunderhead IPAs (easily Pyramid’s best beer, though admittedly tame and standard) we broke out the video camera to the dismay of some of the older dudes gobblin’ on beef franks and coconut shrimp, so that you readers could be invited to the gold box suite too. Note the sad state of the food and beer “pairings” and even the reluctance of one of the Pyramid guys to look in the camera let alone give us some straight talk about the beers. Rather than engage us, he chose to read the side of the bottle’s bland marketing speak!
All sarcasm aside, conversations with the two very nice marketing people for Pyramid was a fascinating peek into the world of who sells the beer for medium-sized, mainstream microbrewies, where the MBA grads talk more about branding than they do brewing: Listen close to the chatter in the video (abuzz with slogans, units moved and “big sports accounts”) and you’ll see what we mean. That said, the excuse to see a baseball game — one where the Yankees slaughtered the OC home team — was well worth the offensively mediocre hefeweizen. And if that makes us cheap whores, well, so be it.