Illustrating a point

Not to belabor our grouse over that ugly Beeradvocate cover, but there is this addendum to make ...

It's easy to take a swat at someone else's work; it's another thing to show you can do better. A few minutes spent looking through the photos we've shot in the past three years turned up this image from 2008.

These hops ended up in Weyerbacher Brewing's special harvest ale of that year, tossed into the hopback on the heels of being picked on a late-August Saturday, from the acre of Cascades and Nuggets Dan Weirback put in the ground at his farm in Lehigh County, Pa. (Dan grew the hops the summer after that late-2007 price spike; now that there's a glut in the hops market, some brewers are pretty much irked and questioning what happened back then.)

So is this a cover-worthy photo, or at least an example of an eye-catching photo? Honestly not to brag, but we say yes.

No, no, no

The new issue of Beeradvocate came today ...

Maybe this is hypercritical, but Jason, Todd, guys, that cover photo is garbage. Sorry, but that is a throw-away image from the Canon's flashcard, a quick frame shot to find an f/stop and gauge room lighting (if you left your light meter at home), and then the photographer chimps at the back of his camera, deletes the pic and lines up a real shot. Not a closeup of crap.

OK, so it's a closeup of a mash tun being cleaned out. It's not even a good photo of that (it's cluttered-looking as far as composition goes, and your eye falls immediately to the door latch area).

But really it's not about anything. Nothing.

What's so compelling about cleaning out a mash tun? You can't tell the rake is a rake (sorry, two feet of handle identifies nothing, whereas the end of the rake would have); that muddy color on the right is probably steam, but you have to hang out at a brewery to know that. The image is flashed-out overexposed on the left; meanwhile, the action (the falling grain) is underexposed. It's not color balanced, so the raked-out grain looks green, and if you had to fix it in post, then you're just playing garbage in garbage out.

But most of all, the shot perspective is indicative of nothing. It's slightly to the left of head-on, over a shoulder. It's just junk and shouldn't be on the cover, nor anywhere, for that matter.

Sorry, but it's a bad job. And it if were a beer, you guys would be going "D-".

Ramstein in France

If you know anything about High Point Brewing, it's that a thread of Old World Europe runs through the Butler brewery's signature beers.

Owner Greg Zaccardi trained to be a pro brewer in southern Germany, and his Ramstein brand is all about wheat beers and lagers made in that Old World tradition, a taste of Europe made in America.

This weekend, High Point will come practically full circle with its Classic and Blonde wheat beers being served to Europeans in Strasbourg, France, at the three-day Mondial de la Biere, the widely known world beer festival that's held annually in Montreal, and now has a continental reach.

At the Oct 16-18 event, Greg will give a presentation, The History and Evolution of American Microbreweries, and participate in a panel discussion on the what the future holds for brewers. (The junket is an invitation-only affair, and Greg's trip was coordinated through the Ale Street News.)

American brewers, Greg says, dedicate themselves to making beers that weren't available to US consumers a quarter century ago. And though if you play your cards right, you can make a living as a brewer, but it's passion for the product and putting it in the hands of a receptive public that drives the US craft brewer.

"People can taste the difference and are willing to spend for the difference," he says.

With regard to the to roundtable topic, Greg says the brewing industry has become quite automated, with computer-controlled processes from mash tun to fermenter to packaging. "In a large-scale production brewery, the role of brewer will be played by the IT guy."

And while we're on the topic of High Point, it's worth noting that the brewery's 2009 Oktoberfest beer was rated tops on Beeradvocate. That's the good news; the bad news is the beer is nearly all gone. You might find it at some of High Point's draft accounts, but folks armed with growlers hoping to get them filled with the märzen at the brewery will be disappointed.

And speaking of Oktoberfest, PubScout Kurt Epps has a wrap-up and photos from Pizzeria Uno's celebration held on Monday. And on Sunday, Long Valley weighs in with its annual Oktoberfest.

But hang on, there's one more event: Iron Hill's got the gourd. At 5:30 p.m. on Wednesday (Oct. 15), they'll be tapping a pumpkin filled with this year's rendition of pumpkin ale to hail the release of that beer.

BeerAdvocate revisited

New issue, cleaner look following the retooling. Gone is that crappy newsprint that soaks up ink and ruins the sharpness and contrast of any image printed on it.

To their credit, the Alstrom brothers took readers' complaints seriously and let only a single issue exit their confines with that grimy, cheap-looking makeover. Good job. Thanks, bros. Enough said there.

One more item from BeerAdvocate (for the record, we do subscribe): A call to boycott some beer festivals. The Alstroms stage beer festivals, so they legitimately have room in which to press a point, or points in this case.

Their chief gripes: festivals that don’t buy the beer from the breweries; festivals that hide behind the premise of charity event (unless all proceeds go to charity); fests that charge booth rentals; and festivals that extort free beer by conditionally waiving said booth rentals.

We’ll add a couple of points to the litany: big festivals that are drunkfests and big festivals that shamelessly have crappy food concessions.

Drunkfests ... No matter how bad some groups want to paint an image of drunk driving fatalities in our state, New Jersey, according to the research arm of the National Highway Traffic Safety Administration, ranks 47th – near the bottom of the stack – for DUI fatalities per 100,000 people. And for the record, DUI is, as Mr. Mackey would say, is bad. Mmm’kay? But that stat is good (comparatively speaking, which is what a state-by-state ranking reaches for).

So bacchanal beer festivals … they’re bad: They sully the image of beer, which, thanks to the craft beer movement, has been successfully distancing itself from the sophomoric, frat boy image. It’s probably impossible to make that break completely, but there is a growing separation. Beer has won respect. And if orange juice isn’t just for breakfast anymore, then good beer isn’t for jerkoffs.

So why gather the products of 55 breweries under one banner and roof and tell the crowd to go nuts in an afternoon session and an evening session? Drunkfests suck. They’re bad for image, bad for business.

Crappy food … There’s a lot of attention given to beer and food these days. Food’s a natural fit, and we’re not talking hot dogs, either. Real dishes by passionate chefs, some exotic, some with fancy names and diacritical marks over letters in their spellings. If people want cheap-shit food sold at concession, then let them go to any professional sports event or concert. Please don't burden good beer with bad food.

Boycott? BeerAdvocate urges its followers to boycott festivals that fall under list of shortcomings they highlight. That's an individual's call, and admission price and recession may take care of that this year. But over the long haul, the more likely scenario is promoters who have no incentives to offer are probably going to watch their business model blow up and encounter difficulty in attracting breweries to participate.

This far into the craft beer movement, brewerania souvenirs don’t do the same business for brewers – everybody has a T-shirt and hat – so having a festival booth isn't too exciting; plus, brewers' brands have long been out there, so the exposure is not what some organizers would like to boast.

The Alstroms are right. Buy the beer, back the brewer, give them something back. Hell, the bands don't play for free, so why should the real stars on the marquee get nothing for their trouble?

Bottom line, brewers are businesses. Treat them like they are. And festival patrons, they are consumers. Respect their dollars earned and promise something value-added, something besides quantity.

Bloom off the rose

The new issue of Beeradvocate hit the mailbox today, smaller in page dimension (and smaller type, too), thinner in page count, and alas, now printed on newsprint stock.

Ouch. It looks cheaper, and it feels cheaper. It's a bit ironic, too, that the featured article in the current issue bears this line (to paraphrase): No shortcut goes unnoticed.

The Alström brothers deserve praise for taking a parallel universe of their Web site into print media in an era when doubt surrounds the survivability of newspapers and magazines. Both are long past their better days, and that was eons before the current downturn. And amid industry shifts, specialty magazines, say like Cigar Aficionado, started doing better than general interest mags probably 10 years ago. By 2005, with Web 2.0 and YouTube becoming Internet staples, the slope got steeper for print media and the downward slide grew faster.

It was in the face of that trend that Beeradvocate in print started coming out. That its more majestic form – oversized pages and thicker glossy paper – lasted as long as it did is the real surprise. What came in the mail today was just the inevitable, and any publisher with overhead on his mind would have made the change sooner.

So, give Jason and Todd props for hanging on as long as they did before changing the format. But it's hard to not be skeptical about the reasons they spell out in an editors note on page 3.

Essentially what they're saying is the content remains the same, it's just the wrapper that's different. Yes, the content is the same, but greener, faster turn-around, glossy stock is overrated? ... Won't argue with the first two much, but the paper making no difference? That's just not so. Glossy paper costs way more than newsprint, but it does afford better photo reproduction. Way better. (Not to mention more attractive to court advertisers.) The photos now look flat, with muddy color that's off register on some pages.

The reason for the change is money. Plain and simple. To publish a magazine costs a load of dough. There are all the freelancers (writers, editor, artist, page composition person – and, trust us, they represent the low side on the overhead) to pay, and the printer, who's probably only giving you a break on the production run when you top 50,000 copies. Next comes the US mail – and postal costs aren't cheap. Beeradvocate has brewery advertising, but it's not clear if the ads are just to offset some costs, as opposed to outright paying the publication's bills.

Beeradvocate in print is still around, and that's a good thing. But what came in the mail today makes you wonder for how long.

Published images, imagine that

Check out the new issue of Beeradvocate. Our photos of Dan Weirback run with his first-person account of jumping into hop yarding (pages 32 and 33).

And unlike some publications we know of (we're looking at you Ale Street News – ya did it to us again), Beeradvocate obliged us with a credit for the images. Thanks, Jason and Todd. And nice work, Dan.

It's still fun to see our byline or photo credit, even though we've had plenty of pictures published before and been paid for 'em (all of us here at the blog have spent 20-plus years in the news or advertising business in New Jersey; we supplied the images of Dan's hop yard for free, which is why Ale Street's brain fart kind of annoys us).

Anyway, nice way to start the day with the fresh copy of Beeradvocate in the mailbox. Good mag, Alströms; keep earning that umlaut. The rest of you get back to respecting beer.

PS: A storm last weekend postponed picking our hops. Should happen this Sunday with the help of South Jersey homebrewer Julian Mason, who makes great beer and will use our Centennials in some of his brews when the weather turns cooler.