TAPS and Parallel 49 Create First China-Canada Collaboration

In craft beer’s never-ending quest to create something new and different, collaboration beers began as an expression of friendship and mutual respect between two or more brewers. For example, when I learned that the brewhouse from DIX BBQ & Brewery in Vancouver had been bought by the owners of Brassneck Brewery, I proposed to their brewer/co-owner, Conrad Gmoser, that he, Derrick Franche, and Tony Dewald do a brew together on the system they had each used.

So was born the Spirit of DIXmas Past IPA, a bold West Coast IPA that DIX was legendary for. Today, it is brewed at an annual gathering of the three brewers at Brassneck, timed to come out just before the Christmas holidays. Its release at Brassneck spawns an impromptu reunion of DIXheads, the hophead regulars who held their own New Orleans-style funeral wake when the Mark James Group brewpub closed.

These days, collaborations – like brewmasters dinners and tap takeovers – have become rather everyday. To make a statement, you need to come up with a unique angle, such as the Red Racer Across the Nation Collaboration for Canada’s 150th anniversary. This was a 12-pack of collaborations Central City’s brewer, Gary Lohin, made with one brewer from each province and territory in the country, which I shared at the China Craft Brewers Conference Industry Night in Shanghai in May. Continue reading

Advertisements

An Unexpected Turn

How to Drink Beer in Mandarin book cover.When I started planning the writing of The Great Hop Forward, I read that a successful Kickstarter campaign results from an audience built ahead of time. Therefore, the first thing I did was set up a Twitter account to do just that.

I like Twitter because I find it more conducive to establishing relationships than Facebook. I also like how Twitter allows you to create lists of those you follow in order to segment different audiences, communities, and information sources. And when you find suitable people or organizations to establish a relationship with, their followers are likely to be of interest to you, too, saving time hunting around for more followers.

To interest people in following you, you need to offer them something of value. My value proposition is to be the best information source in English for craft beer developments in China. I also want to encourage people to travel to China to experience the excitement of its economic and social transformation – craft beer being an interesting microcosm of that change. Continue reading