Head, Face & Body--that's one way of saying if we were to put craft beer in a human form, then we have Brewer as head, Brand as face and Body...as body..:)
如果用人形态描述撞意啤酒的话，啤酒可以是有头有脸有身材。
头是酿酒师（BREWER）,脸是品牌（BRAND），身材指的是酒体（BODY）。
BODY
就像厨师下手轻重一样，酿酒师可以决定酿成品酒体是轻盈，中等，还是厚重。
不同酒体啤酒，会让饮客感受到不同“轻重”，不同“厚实”度，这就是酒体。
在大厂啤酒世界中，酒体轻重好像很简单，用颜色辨别就可，金黄的就是轻，黑色的一定比较厚重。
不过，这推断在撞意啤酒世界并不适用。
不同酿酒师天马行空想法会让金黄色啤酒有轻有重，也可也让黑色啤酒感觉轻盈。如果以1到5分作区别的话，无论是金黄还是黑色不同类别撞意啤酒，都可感受不同程度酒体。
酒体可以影响口感，某些程度上也决定酿品是易喝还是需要慢尝。
quotes:
'just like what a chef is doing in the kitchen, a brewer would decides if a beer is of light/medium or heavy BODY.."
"it is very simple in the non-craft beer circle--you go by color of the beer to determine if a beer is light or heavy----but nope--in the world of craft beer---a golden color beer can be Heavy---while a dark color beer can be Light body...."
BREWER
在最纯粹的撞意啤酒世界，主创酿酒师是决定市场有什么酒喝的人。
就像厨师决定煮什么菜那样，酿酒师的想法可以完全主宰酿品的呈现。
酿酒师当然是跟品牌息息相关的关键人物，他们的酿品很大程度上决定品牌成败，有趣的是，个人性格好像也影响品牌和业务的发展方向。
举例说，来自苏格兰的“酿狗”，灵魂人物JAMES和DICKIE都是比较高调的酿酒师，是有真人电视秀那种。此外，对业务发展也比较有野心，所以全世界不同城市发展较快，除了有连锁式酒吧，几款固定啤酒也常期有供应。
相比之下，本地也比较能喝到的丹麦TO OL品牌的两位酿酒师TOBIAS和TORE就比较低调，对业务发展想法也比较随性。TOBIAS年前受访时候说过，只根据自己步伐，不会因为应对市场需求而酿。（可能因为那样，一些喝过很喜欢的酒，已经好久没在本地出现过）
quotes:
"Brewer is very much intertwine with the Brand of the beer he or she is brewing--their brew very much influence/dictate the success or failure of a brand--interestingly--personality seems to also play a big part in the direction of the brand--and business direction...."
"For examples--Brewdog duo of James & Dickie-- high profile public images via TV shows and such is closely linked with the rapid and constant flow of their regular beers....in contrast--the duo of TO OL seems far more low profile and laid back--hence the slower pace of production--business expansion..."
BRAND
有人说，品牌是攻下消费者最管用的武器。同样商品，决定消费者买C不买B的就是品牌区别。
在撞意啤酒世界，多尝试不同酿坊，不同类别啤酒是备受提倡精神，不过，品牌力量还是造成区别，也让好些酿酒师站上了名气金字塔的上端。
有资深啤酒人说过，真正享受撞意啤酒的态度应该是“完全不理会网上或朋友或“专家”对某支酒评论，更不可在没喝过之前就以品牌风评下定论要不要喝，要像白纸那样公平对待每一支酒，毫无预设想法/定论的品尝。”
在很多资讯垂手可得的今天，品牌对饮客选择影响是明显的。比如说，不久前在美国限量推出的合酿大黑啤---BEEER GEEK SPEEDWAY， 去年底一宣布就引起话题和热切期盼，因为合作双方是美国有“劳斯莱斯”瓶子号称的ALESMITH和丹麦名牌MIKKELLER。是以ALESMITH
SPEEDWAY STOUT和MIKKELLER BEER GEEK系列为合作主轴的重量级黑啤。
尽管经验告诉我们，有时候名牌+名牌不等于一定更好，可是，喜欢这两支黑啤/两大品牌的肯定会想方设法弄一支尝味。
能说完全不理品牌效应吗？
quotes:
"many have opined that the purest way of tasting a beer is to throw away any preconceptions or bring with you the formed opinions by others( ratebeer/beeradvocate--friend's or expert's opinion)---and taste the beer as it is...like a piece of white paper..."
"in an era where all sorts of information are so easily accessible, what BRAND can do to drinkers is very obvious---take for examples the ripples created among fans of both Mikkeller & Alesmith--when the collab brew where announced late last year.."
" though we know from some other previous cases that--BRANDED + BRANDED don't always guarantee a much better than original version brew---but--can the power of Brand be ignored totally?"
NEXT UP---Born of a BEER GEEK.....
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