Monday, 30 March 2009

Brewdog and The Independent: Extreme Beer and Extremely Poor Journalism

Feisty beer-makers Brewdog have made themselves another enemy, blandsheet newspaper The Independent. Now perhaps sharing an office with The Daily Mail has unaligned the chakras of this previously mild bunch of hacks but it does seem that someone has micturated in their skinny lattes.

So in this article under the attention grabbing, Google-snagging, and largely unsupported by quotes headline of Health fears over 'extreme beer' craze, they set their soy-milk fed attack dog (answering to the name of Martin Hickman) on those scamps at Brewdog, Otley, Thornbridge Hall and Dark Star.

However what remains of their poor old subs desk don’t seem to have been quite on message with this crusade against slightly strong(er) beer for slightly young(er) people and so have left the piece riddled with errors, from the misspelling of Adam Withrington’s name to failing to correct Alcohol Concern's miscalculating of the alcohol content of a 10% beer in units.

Strangely the loudly bugled health fears never actually materialise in the copy and especially not in the form of a quote from anyone within the medical establishment. As for the craze element of that headline, only one of the ales listed in available in supermarkets while the rest are mostly sold in pubs or via the dusty shelves of a few specialist retailers, where they are ‘boldly marketing’ apparently, through labels, on their bottles. However some credit must go to the gluten-free Martin Hickman though, as both of the other elements of the headline - ‘over’ and the reported speech ‘extreme beers’ are 100% correct.

As usual proper beer writer Pete Brown makes sense of it all with a clarity and purity that shames the words that tumble out of here, so please go read this walking wall of common sense’s rebuke to the Indy here.

Go on, there is nothing else here.


1 comment:

Woolpack Dave said...

I suspect these breweries just love the media attention they get. After all, no publicity is bad publicity.

I sort of hope that the combination of progressive breweries and beer writers like Pete we can give beer greater reverence.