WEEK 180---factors hindering the spread of craft beer drinking culture

craft beer is niche---meaning it's not commonly available to masses like MACRO BEER does---both in terms of production capacity or accessibility--in a way----add in the fact that quite some craft brewers do not want to go big or increase production---it's understandable to geeks that craft beer will be small and niche---though at the same time geeks do like to see newbies get introduce to the entirely different world of beer drinking---it's easier said than done no thanks to some hindering factors:-

craft beer一直以来是小众的，一定意义上其实也不想成为像大厂啤酒那样无处不在垂手可得的商品，对啤迷来说，能看到更多新朋友接触了解喜欢上craft beer是乐事，但如何让多些人知道认识craft beer并改变对啤酒的错误刻板印象不是件轻易的事，以下是一些障碍：-

1) Ingrained idea/ Stereotype about BEER/Beer/beer

casually did a sort of opinion poll on both Hong Kong and Taiwan craft beer group earlier---basically listing a few hindering factors--and the most commonly agreed one is this---the very general idea /perception of  BEER is just some cheap yellow fizzy alcoholic beverages---there is nothing to explore---the idea of beer can be so delicious it needs at times serious tasting sessions is something most people don't know and likely don't understand when first told.

The harder part of introducing craft beer to people is that most people already have fixed idea/perception/expectancy of how a beer should taste or look like long before he or she has had the first craft beer--it's only natural that he or she might run away after first taste of craft beer if that taste profile is something so new/so strange/so "haven and earth moving" that their palate are so shaken up they decided they want to run away.....

1）刻板印象，先入为主

早前有随意做个意见反馈，在香港和台湾精酿团体社交媒体上问大家推广craft beer遇到的障碍，提出的几个阻力点中，被多人认同的一点就是消费者对啤酒的刻板认知，在绝对大多数人心目中啤酒就只是廉价酒精冷饮，没什么美味层次可言，这个刻板印象很大程度上让很多人对啤酒有了太过片面的错误认知，觉得啤酒就只是那样，就算craft beer也不过只是啤酒，有什么特别？这样的刻板印象确实让craft beer推广遇上很大阻力，因为很多人在接触了解之前就已经下定论。情况有点像对喝惯即溶咖啡的消费者说精品手工手冲咖啡多么不同那样，要让观念上已先入为主的人们改变看法接受啤酒的全新美味世界绝不是件易事。

2) No easy access/ Low visibility

BEER has always been easily available---it's almost everywhere--super market,  convenience stores, coffee shop, restaurants, gas stations---you name it. However we all know it's not so with craft beer---you need to move your ass to specific bars/bottle shop/taprooms to get your craft beer fix---it's not easily available--it's not everywhere---meaning it has very low visibility/availability to the general public---hence lowering the chances of someone randomly picking a bottle and somehow started to explore more.....

2）不是随处可得，能见度低

大家认知中啤酒是随处能买很容易找到的酒精冷饮，无论超市咖啡店便利店啤酒都能找到的商品。但craft beer并不是那么随处可买到的啤酒，亚洲来说基本都需要去专卖吧瓶子店才找得到，虽然啤迷都理解这是craft beer小量酿造供应量有限的特色，但对大众消费者而言，这特色一定程度上妨碍了更多人能遇到进而探索啤酒另一个全新世界的机会，既不是能随处看到买到，一般消费者也就无从知道啤酒世界原来并只是有大厂啤酒而已，什么是美味的craft beer至少要让人看到喝过才有机会认识一下。

3) ohh the Price---isn't BEER something cheap?

BEER is supposedly cheap alcoholic drinks--nothing more---that's been the perception to most--so it's not surprising to see some newbies gawk at some craft beer prices( nope not referring to grey market or secondary prices).

why craft beer prices are seemingly higher than those MACRO ones? though prices is quite a relative matter--but for the sake of comparison---we all know what is an economic of scale---compare the production capacity of craft and MACRO the answer is obvious.

then of course there are the small matters of the quality/choices of malt/wheat/barley, hops, yeast craft brewers would go for, as well how much fruits/food items/spices/adjuncts some craft brewers might throw into a beer---not to mention the time needed to either barrel aged or condition a beer before it's available for sale---at times due to really small production capacity---there might be only 100-200 bottles for sale---and nope--it's not the Big Corporation style of manufactured marketing to create scarcity--it's just that craft brewers can be really small like a 1 to 2 people team initially or mostly.

3）这价格，啤酒不是很便宜的吗

对好些第一次接触craft beer的人来说，价格乍看之下会让人觉得，不就是啤酒怎么需要付比平时熟悉大厂啤酒价格更高价位？

大众认知中，啤酒是便宜酒精冷饮，但人们忽略的一点是去认清为什么有的“啤酒”会价格高？大厂啤酒会比较“便宜”的因素不少，简单经济原理来说，产量巨大成本低的商品自然能便宜卖。

craft beer可说是小型酿造代名词，特点是不同酿坊很多，但绝对大多数都少量酿造（少到可能一批次某款酒只有100-200支可卖），加上很多酿酒师对啤酒美味层次的追求，除了选用优质麦芽酵母啤酒花和水之外，添加优质食材水果香料草本提味再加上桶陈过程等时间工序都意味着高成本，craft beer价格会比大厂啤酒高是可预见的，但如果算上好喝啤酒所能带来美味层次味蕾享受的话，懂的人都会觉得花钱买便宜但难喝啤酒才是《买贵了》。

4) some sort of knowledge needed--craft beer don't really sell by itself

This surely can be argued---some might not agree but it's fine.

BEER has always been available at most places--it's easy to pick up a few bottles/boxes---most people do that--no explanation/ guidance needed--but if one were to put up shop--filled it up with craft beer bottles--leave it to consumers to make up his/her own mind and expect the shop to show glowing sales figure every month---it's most likely would fail than succeed---for the simple reason that craft beer with it's variety of styles---and most importantly being something totally alien to general drinkers do need someone with knowledge to give basic guidance---people generally won't spend money on something he or she not sure what it is---curiosity buying does happen but that alone won't be enough....

The unique fun part of craft drinking is the varieties of styles available--but for first timers it could also be confusing or even intimidating---this is where a good advice/some form of guidance needed---a craft beer bar/shop staff/owner who don't know much about what is what can be very off putting.

4）需要一定基础认识，不是放着就能自动卖

这是可以有争议的观点，一直以来啤酒是摆在超市便利店或咖啡店冰柜就能自动卖出的商品，可是同样情况放在craft beer销售并不通用，一定程度上这是需要有懂得什么是不同类型风格酒款的人去介绍讲解带入门的啤酒生意，将一堆啤酒摆在柜子上冰柜内等喝酒人自己发掘是过于消极方式，craft beer有趣在不同类型风味啤酒选择很多，对新朋友来说，第一次走进专卖吧瓶子店看到众多不同酿坊不同风味啤酒名称及专有名词很可能会眼花缭乱不知道什么是什么，这时当然最好能有懂的人简单介绍讲解一下，如果店家店员对craft beer没基本认识一问三不知那会让新人更困惑或就此走人。

5) the lack of a commonly accepted basic guidelines/guidebook

Personally speaking--craft drinking is a process of palate training to discover what different styles of beers could bring to one's palate enjoyment---that beer drinking is no longer those ignorance days of MACRO gulping---craft beer is something worth exploring further for enjoyment of various taste and flavours---it's never about chasing alcohol or getting shit faced.

However---the spread of craft beer drinking culture does have it's obstacles--and the lack of commonly accepted basic guidelines or guidebook is one---say for examples if i were to tell someone new that you DO NOT ADD ICE when drinking craft beer--which is unspoken rules--but who am i to tell someone he or she cannot ADD ICE even though it's a basic no no? 

It is true that even craft beer drinking is all about personal preferences---what you like in a taste profile would decide your choice of beer---which is part of the fun of craft drinking--having a somewhat standardized or even rigid newbies guidelines/guidebook may sound like very "un-craft"---which probably partly explained why there's none so far---everyone and anyone who became a geek all started from zero---either by exploring the world of craft beer by himself/herself or somehow guided by someone initially/constantly on his/her craft journey.  Not sure if we would see a standardized guidebook emerging anytime soon--but with or without one--it's important that newbies do get the correct idea about what drinking craft is about from the start--that it's basically about exploring deliciousness/taste in a beer than anything else/

5）缺乏简易通用的新人入门指南

个人来说，喝craft beer其实是训练提升个人味蕾鉴赏力的过程，意思是如何让自己舌头嗅觉认知从原来只知道大厂啤酒“单一无味”中逐渐提升到通过不同类型风格认识分辨更多能通过啤酒酿造呈现的不同美味怪味趣味风味，从此扭转啤酒只是单一无趣完全没有任何美味层次可言酒精饮料的刻板印象。

如何让更多人接触了解认识喜欢上craft beer是第一步，亚洲不同城市有不少热爱的啤迷们通过各自方式在专卖吧瓶子店啤酒节庆活动还有社交媒体上或多或少尝试推广，这过程是需要的，但同时也是各司各法，没有“同一教材”或“统一方式”，大家都各凭自身经历/经验/心得/看法/认知去分享，这是可以理解的事，喝啤酒和吃东西一样，有个人口味选择/认知现象的存在，因为没有所谓权威的公认的入门指南或标准，新朋友从开始接craft beer触初期到喝了几年後的口味变化/味蕾鉴赏力提升与否有时会跟喝酒路上遇到什么样的酒友或“启蒙人”有着一定影响，当然会有能自己摸索自我提升的新朋友，但缺乏“同一教材”“统一方式”在一定程度上还是让一些新朋友因为不知道从何下手无所适而成为只偶尔喝下的“好奇尝鲜”喝酒人，或因为第一二次喝到不对味或味蕾太受震撼被吓跑，从此消失在craft beer美味探寻路上。

WEEK 179---Which Craft Drinker are you?

Flavour preferences is always very personal they say---no difference when it comes to craft beer drinking---here's some observations on a  few different types of craft drinkers---feel free to identify which is more your type :)

CRAFT BEER世界宽阔无际，不同类型风格啤酒选择很多的同时也有好些不同类型的喝酒人秉着个人口味取向游走在浩瀚啤海中各自各精彩，以下是一些旁观者视角，欢迎对号入座。

1) Don't care about varieties of styles---will keep drinking the same 1 or 2 style/s over and over again

Varieties/ Choices is the key word for craft beer lovers---it's because of the different flavours available which makes drinking craft beer so much more interesting---for examples while generally Stouts is something always associated with flavours such as roasted malt/ coffee/ dark chocolate/toffee and such---but of course Stouts can have wider flavour profile than those---a Stouts can be sourish when soaked with sour cherries and so on...

That said---all the different beer styles-varieties do not mean much to some---there are some who are happy to keep drinking the same 1/2/3 styles he or she prefer---to a certain extent he.she do not want to venture out for beer styles not familiar with or beer styles he/she think would not be compatible to his/her flavour preferences.

1）只顾埋头喝喜欢的一两款  什么多样化不同类型风格与我无关

craft beer不同类型风格啤酒款式众多，就算同一类型风格啤酒也会因为不同酿坊酿酒师不同酿造方式/想法，比如说黑啤（stouts)可以通过使用不同麦芽酵母啤酒花组合或桶陈或添加物选择而出现或颠覆性或风味表现差异明显变化，例如在葡萄酒旧木桶加入樱桃浸泡熟成的黑啤很可能出现酸味导向，有别于黑啤以烘烤麦芽咖啡太妃糖巧克力风味表现为主的既有印象。

对一些喝酒人来说，虽然选择那么多，但一些喝惯自己喜欢类型风格啤酒的只会一直重复喝那一二三款，一定程度上并不愿意试自己不熟悉或想象中就已觉得自己不会喜欢/接受不来的啤酒类型。

2) There's awesome craft beer & awful ones--but so long it's beer i'm not choosy

It's a fact that even with the same recipe same beer style---there could be very big gap in the quality of brew by different breweries---it's like a plate of fried rice---it can taste so so heavenly or it could be so so bad---it is absolutely crucial for newbies to know that NOT all craft beer are  of equal standards/deliciousness--there will be awful ones as much there will be awesome ones....

Interestingly---the scenario of "will drink so long it's beer" does not limit to newbies--many who are fairly "senior" in craft beer drinking do that too since it's only after drinking can one make any judgement of good so so or bad---while some would just drink any beer when the mood is right--- it's only beer---no need to be so critical....")

2）啤酒是有优劣高低之分 但我不挑什么都喝

啤酒是有作品水准差异（而且可以差天差地）的，用最浅显例子来说，就像同样是炒饭，有人的好吃到不得了，有人的难吃到简直让人生气，酿酒也一样，刚开始接触craft beer最需要了解的第一重点就是，不是叫craft beer就代表一定好喝，因为绝对会有水准高低优劣之分。

有趣的是，什么都能喝这回事并不限于刚接触craft beer新朋友，好些资深啤迷也会那样，有人是抱着好不好喝一定要试过才知道的心态，有的则是觉得好不好喝不重要，气氛对了就可以，反正都是啤酒不必分的那么仔细。

3) Prefer nice beer but will at times drink some seemingly average/so so ones due to curiosity or the urge to earn some beer ratings/apps badges....

Curiosity is one major driving force why geeks go on tasting/drinking varieties of different beers---after all one will only know if a beer is to his/her liking or otherwise after tasting--no amount of reading other's review/tasting notes/ratings will satisfy one's urge to really know for sure how a beer actually taste.

Curiosity apart--sometimes people do drink certain quantity of beer due to the ratings/beer apps badges urge---it's kinda like play computer games---you do want to up level---and that's quite a fascinating angle to look at what drives someone to drink a certain seemingly not so great beers......

3）喜欢好喝啤酒 但有时会因为好奇或为了升级评酒勋章而喝些不怎样的

好奇心是驱使一些啤迷会多些去尝试或许喝之前就觉得可能不怎么样啤酒的动力，这是可以理解的，毕竟再怎么去看别人的酒评还是比不上自己喝过的感知那么真实。

放在喝啤酒这回事来说，这是个有趣现象，因为对评酒应有程序的投入，导致有时有点像喜欢玩电动的朋友那样会有想去到某个LEVEL取得什么勋章之类的动力而去多尝试不同的啤酒，过程中有时会因为这样的动力而去喝一些严格来说可能不太符合自我要求水平的平庸啤酒，当然这无关对错，只是个人选择，也是不同人喝craft beer驱动力的有趣体现。

4) Only wanted to drink awesome beer/really tasty beer whenever possible (after one;s palate appreciation ability reaches a certain "level")

Drinking craft beer is at times akin to some form of discovery journey for one's palate---once you have tasted a certain level of high quality brew---it's natuiral that one would want to seek for even better even tastier brew---in a way it's hard to categorically determine which level someone's palate appreciation ability is at ---drinking craft beer is not like Taekwando or playing Chess where there's category/levels----though what a person has drank so far can be the basis but it's still not decisive enough to tell which level one's palate appreciation ability is at.

Though there's no absolute way determine one's "palate level"---for newbies it's important to understand what might be some "benchmark beer" of a particular beer styles---tasting and understanding what is the benchmark breew would go a long way to helping newbies develop his/her palate appreciation level gradually....

4）越喝越挑，尽可能只想找高素质高评价的酒喝

放在美食来说，就是嘴巴很挑非美食宁愿不吃，啤迷来说很多时候是因为喝过一些很高水准作品後味蕾要求变高所以尽量不想喝平庸一般的作品。

其实怎样才算喝到“高手境界”是没有公式能定论的，craft beer世界浩瀚无边，从酿酒师到啤迷都是喝酒人，喝到什么阶段境界是个好像可以根据喝过什么佳酿判断但又难以就此定论的模糊界定所以不能像空手道或围棋那样说这位啤迷是什么段数。

不过，话说回来，喝craft beer是锻炼味蕾鉴赏力的过程，一些基本认知比如什么是特定类型风格啤酒的出色标杆作品（bench mark beer) 确实是提升鉴赏力所需基础，有了一定程度认知後可以进一步多探寻不同类型风格佳酿风味，多了解後才能分辨优劣。

5) Tasty beer is nice---but super hyped/limited/hard to find ones are more intriguing

There are beer which are highly regarded among geeks, there's also some beer which are so limited in supply it's already a rare beer even before it's release, and of course there are those which are being rave about it inevitably added so much hype to an otherwise nice/tasty beer which should never be asking for a certain crazy prices as greedy resellers makes it out to be....

Why some geeks/drinkers would go way out of the normal path or willing to pay certain high prices to attain a beer is probably due to the curiosity factor, or the strong urge to complete a list of "MUST TICK"beer, or it could be for vanity motives.....Whatever the driving factors might be---chasing after rare/hyped beer is an interesting scenario where geeks either go along or laugh it off or maybe just sigh......

5）好啤酒固然好 但稀有难寻高评价啤酒更让人心痒

啤迷群中会有那么一些人是特别执着于追寻高评价或稀有难寻作品，因为只有那样才能满足自身的好奇心，为自己的必喝酒单打个勾，或是填补一定程度上的虚荣心。

高评价或稀有难寻作品是craft beer特有现象（当然威士忌葡萄酒更是），有些酒款产量非常少需要会员制甚至抽签才有机会绝对限量买到，评酒程式/网站或啤迷间高评价会让原本难买的酒变得更稀有抢手，无论是出于想喝好酒的渴望或强烈好奇心又或是只是冲着稀有难寻名气而来，高评价稀有难寻啤酒永远是啤迷之间或会随之起舞或一笑置之或扼腕叹息的习题。

6) Had some really tasty ones--know that sometimes its about timing/fate so no longer FOMO

That FOMO thing is very real among some geeks---not wanting to miss out on certain beer is quite a common scenario---but the truth about craft beer is that---there WILL be some which somehow would pass you and me by---reasons could be many and timing or fate can be one of those.

Once you understand the scarcity game of craft beer---it is inevitable we would miss out on a particular beer listed as <must try/badly wanted to try> --whatever the reasons might be--if it's out of reach---if it's not fated to come into your glass---so be it. There's no need to have sleepless nights over a beer you somehow cannot get---no need to get FOMO every time there's a new release or online sale---you know if you have tried and not getting one then maybe you should look elsewhere......

6）喝过不少佳酿，了解有时喝酒也讲缘分所以更自在不再FOMO

FOMO是英文“害怕错过”的缩写，是好些啤迷会出现的症状，说的是对可能错过买到喝到某款啤酒感到焦虑，要是真错过了则会懊恼失望。

对不明白一些特定酒款对啤迷意义的人来说，这样的情绪表现或许是可笑夸张的，但就像会追寻求购限量球鞋手表包包人的心理状态那样，啤迷有时也会对一些特定酒款执着一心想喝到，但有好些craft beer特定酒款不是有钱就肯定能买到的，明白个中道理能坦然面对品酒路上总会有好些很想喝但很可能喝不到的酒时，或许就可以慢慢的理解有时喝酒需要讲缘分这回事，也可以更自在的不需要FOMO。

WEEK 178---WHAT's so special about craft beer?

craft beer is relatively small and niche circle among the BEER world here in Asia---though the craft beer scene been growing over the years---some Asia cities been seeing more varieties more "sought after" breweries brew being imported / making in roads to the market--the fact remain that there;s only so many among those who drink alcoholic beverages ( Beer included) who have heard of or actually tried a craft beer or two---there are still too many people out there who actually think beer is only beer---there's nothing whatsoever to explore tin a beer taste wise( let alone deliciousness)---this is of course a wrong perception long ingrained through the marketing strategy of MACRO BEER over years.

one of the frequently asked questions by newbies about craft beer is --what is special about craft beer---or how is it different from MACRO---though this has been discuss here or at social media groups---it's still worth spending time to discuss again---after all there will always be newbies who wants to know---or perhaps some curious MACRO drinkers.....

Here's some very basic ones:-

1) what might be the one major difference? 

there are essentially a few big differences---but the one main and obvious to see difference is about Choices with craft beer----many different beer styles--many different breweries which may meaning same style of beer but different way of interpreting. brewing.presenting with different taste profile/ different level of tastiness.....

1）craft beer和一般啤酒有什么不同？

简单来说，除了用料和时间工序的差别，最显而易见的差异是不同类型啤酒风味选择，craft beer之所以吸引就是因为可以在啤酒中找到各种不同美味层次的展现。

2) anything special about craft beer brewing?

craft beer is essentially about using the 4 basic ingredients--malt, yeast, hops & water---but the craft brewers don't stop at those 4 only---there are many craft brewers who would go on to add food items/ fruits/spices and more--as well as using used barrels previously containing whisky/wine/other liqour to impart more flavours into a beer---these would mean extra cost and much long time to make a beer---craft beer is not about cutting cost/corners to maximize productions or profits at the expense of substituting brewing ingredients with unsuitable items or chemical  items such as artificial flavouring agents.

2）craft beer酿造有什么特别？

理论上啤酒是用水，麦芽，酵母，啤酒花四大原材料酿造而成，跟一般大厂啤酒之间区别除了年产量的巨大差异，最关键的是craft beer精神强调对啤酒美味层次可能性的探索，更多时候酿酒师们尽力寻求优质原材料，不为了减低酿造成本考量而用廉价替代品（比如大米或玉米替代麦芽，或人造香精替代啤酒花等等），也注重时间工序。

3) what can be special if craft beer is only using 4 main brewing ingredients?

craft beer is essentially about brewers wanting to produce a beer/beers that's delicious or unique or out of this world or simple but tasty---with the end game not being maximizing profits by trying to minimize cost using lower grade materials or shortening time needed for a beer to be better---craft beer can be special even if only using the 4 main ingredients without going through the process of adding other food items----the fact that there are so many different natural flavours to play with by combining different malt+yeast+hops--even water is good enough for talented brewers to come out with very tasty--even mind blowing beers.....

3）craft beer不也是用水，麦芽，酵母和啤酒花四大原材料酿造吗？

这样说基本没错，但craft beer酿造用料和时间工序还有更多样化的一面，比如说很多时候酿酒师会在啤酒中添加蔬果食材香料等等浸泡提味熟成让啤酒更美味。

就算单只是用水麦芽酵母和啤酒花，各种不同原材料的组合本身已有带来各种不同风味美味表现的可能性，比如说，烘烤过的麦芽可带来明显的烤香味同时让酒体颜色变得更深遽，而啤酒花可以是热带水果风味或是带胡椒味或更多其他风味呈现等等，本质不同的原材料可以让有功力有想法的酿酒师玩出各自精彩的不同啤酒美味层次。

4)  how long does it take to brew a beer?

the actual time needed depends on what style of beer---as well how a brewer wanted to present the beer---generally speaking it could take a few weeks to few years----for beers that require addition of food items/spices as well barrel aging---it surely meaning longer time than say a more simple lager or pale ale----if one were to count in the time cost factor---then it can be said that many brewers are actually brewing beer at higher cost( be it material cost or time spend) only because they wanted to come out with a beer he/she had planned/envisaged/imagined it to be....

4）要多长时间才能把水，麦芽，酵母和啤酒花酿造成啤酒？

这需要看酿什么类型啤酒而定，有的啤酒可以在几个星期时间内就酿好可喝，但是也有很多啤酒需要更长时间去铺陈以便让酿好的酒在其他酒类旧木桶中静待熟成，又或是酿好的酒再加入其他年份旧酒添加风味层次或是加入更新的酒进行再次发酵之类的时间工序，又或者是在酒中加入蔬果食材香料之类通过桶陈浸泡手法丰富酒的风味等不同做法，所以一款啤酒需要多长时间酿好需要看啤酒类型以及酿酒师想法而定。

一般情况来说，啤酒从零到酿好的时间可以是几个星期到好几年不等，如果说时间就是金钱，可以说很多craft beer酿坊都在用更多的成本只为让啤酒能通过时间工序变得更有层次更有丰富韵味。

5) adding items other than 4 main brewing ingredients---what for?

the motive of adding items other than malt-yeast-hops and water into a beer is with the thought of trying to add additional flavours/depth/fun factors into a beer---what is obvious is that by doing so--brewers are adding on cost to brewing a beer---it will not be for the reason of trying to substitute the 4 main brewing ingredients with cheap alternatives---the act of adding something( adjuncts) is with the aim of trying to make a beer more tasty or more unique or more fun----that's essentially why geeks love craft beer because craft beer is meant to be tasty, innovative, honest and always try to be tasty if not interesting.

5）酿酒四大原材料之外。craft beer是不是有添加物？

的确，craft beer酿造并不只局限于使用水，麦芽，酵母和啤酒花而已，为了探寻啤酒中可呈现的不同美味层次可能性，酿酒师们有时候可说是天马行空各有奇想，从蔬菜水果到咖啡茶叶香料再到各类天然食材还有草本植物等等，一般人想到或想象不到的添加物都可能被酿酒师拿来实验性酿造，关键是，酿酒添加物并不是为了减低酿造成本而用，相反的，加入上述添加物提高了酿造成本，比如说有的啤酒每一公升就加入百多至两三百公克的水果浸泡而成，也有比如说使用大量茶叶咖啡豆香草豆等等浸泡提味桶陈的，重点是酿酒师都是为探寻更高层次美味体现而使用上述添加物，此外，还有另一个比较间接迂回的“添加”方式是使用其他酒类旧桶，比如曾经装满威士忌，波本酒，白兰地，白葡萄或红葡萄酒等等其他酒类的旧桶，通过静置陈放吸收桶内精华（可以是只纯粹桶陈，也可以是加入食材浸泡熟成）这道少则几个月多则几年的时间工序都是花时间花成本的，但一心求好的craft beer酿酒师们都甘之如饴。

WEEK 177--What is craft beer--a chat with Hong Kong & Taiwan geek friends

Among the Chinese language using Asian cities--Besides Mainland China which i'm not that familiar with---both Hong Kong and Taiwan have rather active craft beer communities--be it on social media or on ground activities--this piece is a chat with 2 of my geek friends--Kenneth Ho from Hong Kong & Andy Hung from Taiwan--both are active members as well admins respectively for Hong Kong and Taiwan beer geeks social media group. 

 with some Hong Kong & Taiwan geeks in Tokyo during MBCT18 week-- including Kenneth on right 1 & Andy on right 2

香港台湾都有活跃的CRAFT BEER社交媒体社团。这期找来港台啤迷朋友，同时也是港台精酿啤酒社团主要管理员的KENNETH HO和ANDY HUNG聊聊CRAFT BEER概念。

Here's a few questions i asked--and their answers(Original answers in Mandarin by Kenneth & Andy---while English transcript by me--meaning it's not 100% as per Mandarin version)

1) what is craft beer to you?

Kenneth

probably water of life---it's suitable both for drinking alone as well sharing--for me personally--friends i have made through craft beer as well the experiences gained from beer judging (^active member of BJCP) has become something not to be missed.....

Andy

Everyone has different preferences--the varied styles of craft beer is like people with different characters--it's not about who's higher or lower but more of a demonstration of each and every uniqueness. Craft beer is not simply something more pricey with cool label designs and only for "people with taste"---it is about craftsmanship, giving the best efforts and focusing on improvements in making tasty honest brew--which sort of explained why the independence of craft breweries is so importance to many geeks.

1）喝craft beer对你来说是什么？

KENNETH

大概是生命之水吧（笑），一方面說是一種社交酒精飲品，但同時適合個人獨自品嚐。

對於個人而這，從 craft beer 認識的朋友、作為啤酒評審的體驗，已經成為生命中不可缺少的一部份吧。

ANDY

每人主觀感受不同，而每一款craft beer就像是有不同個性的你我， 所謂百人百味，多元風格只在展現自身獨特個性，並非要分出高下。craft beer 絕非只是價格比較高、外觀看起來比較有設計感、喝起來感覺像品味人士的啤酒，而是秉持著 craftsmanship 也就是職人精神, 不斷精進品質以誠信為本釀出來的啤酒，或許有技術、設備上等等的差異，但是秉持"用心"的初衷，端出的啤酒才是craft beer，這也是為什麼酒廠/啤酒品牌的獨立性這麼被大家看重。

2) when new to craft beer drinking--is it best to try as many different styles possible or it's fine to just keep to one or two styles?

Kenneth

It's good to try many different styles in the beginning---after finding that favourite style/s of yours--one can choose to keep to those one or two styles if so wishes---though it's always fun to try out different styles from time to time.

Andy

with so many varieties of styles --it's good to start trying out many different styles--with different breweries having their style/interpretation of same style beer--even the classic beer style would see some changes---though it's inevitable that after drinking for a certain period of time--drinkers would have his/her preferred beer style--personally i would say never stop being curious and keep exploring--every different phase( of a drinker's palate appreciation level) would bring different tasting experience( even if drinking the same beer few years apart)---trying out rarely drink styles at times is one way to gaining different  tasting experiences.

2）喝craft beer需要多方位不同类型风格都试？ 还是独沽一两味就好？

KENNETH

我想剛喝的時候什麼都試一下，找到了自己的心頭好之後就可以獨沽一兩味吧！有時候喝喝不同風格的啤酒，都是一個有趣的體驗。

ANDY

初期最好是多元嘗試，畢竟craft beer在風格表現上百家齊放，就算是經典風格經過不同酒廠的演繹也會有不同面貌，而何況craft beer也是持續在進化，很多啤酒風格其實出現歷史也還不久，尚未完全定型，但當然喝久了以後有個人偏好是無可避免的，但對我來說，永遠不要放棄探索的好奇心，每個階段的感受都不同，偶爾喝喝少品嘗的風格總會有不一樣的收穫.

3) any words to newbies?

Kenneth

go ahead and try all first (chuckle)---understanding what you are looking for in a beer is key--do you just want to drink whatever that's available---to keep chasing the "rare beers" or it is good enough to find some favourites--you will know the answer deep down.

Andy

Do not limit yourself when exploring different styles of beer---the passion will come naturally when one enjoy exploring---after finding out a few favourite beer styles--it's good to explore the benchmark brews/classic ones to understand better---for a start it's good to have geek friends or good craft beer bar/shop people as guide---craft beer is something best when sharing--especially with liked minded people/geeks---sharing is a more inspiring experience than drinking alone while studying a thick book about beer guide.

3）想对刚接触craft beer朋友说的话？

KENNETH

先喝一圈看看（笑），了解自己想在旌陽啤酒裡找到什麼？是什麼都喝一遍嗎？還是不斷的追求限量款項，或是找到自己的心頭好就足夠了？大概心目中已經有一個答案了。

ANDY

先多方嘗試不設限, 享受喝酒的樂趣才能延續熱情, 找到自己喜歡喝的幾種風格後, 可以開始有系統的廣泛探索各類經典風格,  能有已經比較熟稔的朋友或是店家帶著喝是最好的, 或是找到一群志同道合的朋友一起喝, 雖然偶爾自己小酌很好, 但獨樂樂不如眾樂樂, craft beer 在本質上更適合大家分享討論互動, 絕對是比自己悶著頭對照書籍去喝能有更多啟發。

4) anything to say about your home city's current craft scene? ( local breweries/imported beers included)

Kenneth

Imported beers need to be cold-chained transported---that should be the  basic requirements though how to balance out quality control vs costing is something (importers) need to figure out---as for local breweries--the standards of brew by some Asia based breweries has seen improvements--some styles has seen standards on par with imported ones---so can't go wrong with <Drink Fresh, Drink Local>.

Andy

Recently Taiwan has seen some importers focusing on cold-chained transporting which ensured we can have fairly fresh IPAs (without the issues of dead hops or other undesirable flavours from badly managed beers)---some even flown in fresh meaning it's possible to drink an IPA with 1 week or so canned/bottling date----big improvement compared to 4-5 years ago--drinking fresh ( for beer styles needing to be drank fresher) would go a long way to helping drinkers understand the importance of drinking fresh (when necessary).

The craft scene is rather small in Taiwan--though there are more exposure on craft beer it is still not big enough to support the whole structure of craft beer industry--where importers are still struggling to meet geeks demand for varieties of new beers--and local breweries are still finding their footing in competing with the benchmark brews internationally (which could mean less attractive to geeks looking for certain level of brews.)

There are quite many new local breweries/ beer brands joining the scene--it is good to be able to taste a fresh good local brew occasionally--but overall there are many who are focusing their brand/products on so called " local values" (which in a way is about saying local should support local rather than support basing on high quality of brew) which is not a sustainable strategy---is it about trying to make some quick money or trying to be sustainable in the longer run--that is the question some local breweries need to think long and hard---also how to have own characteristics/uniqueness is something to consider.

4）对市场现况（在地酿坊/进口类型）有什么要说的？

KENNETH

進口酒要冷鍊運輸及保存，這是對行業的基本要求吧！在品質跟成本的控制上，這個是最頭痛的考量吧！

對於本地酒，亞洲多國的釀造水準不斷提高，某些風格上跟進口酒已不相伯仲，「Drink Fresh, Drink Local」是錯不了的。

ANDY

以進口商來說，近年來開始重視冷鏈, 許多風格才得以喝到新鮮無不良風味的樣貌, 有時為了能讓消費者喝到更新鮮狀態也會採空運來台, 甚至能喝到裝罐/瓶才一周的新鮮IPA, 其實相較五六年前已經進步很多, 能喝到新鮮風味才能夠提升台灣消費者對啤酒的品味標準。
但craft beer在台灣一直是非常小眾的愛好，即便現今在大眾的曝光度已好上許多，但某方面來說要撐起整個產業發展動能還是不夠，也因此有時進口商無法能及時滿足啤迷新酒新品牌五花八門的渴求，說到底，啤酒始終主要是以「追求新鮮」為主的在地化產業，如果本土已經釀得出一定水準的作品，尋求外在的渴求就會降低。
因此以台灣本土酒廠來說， 這幾年新酒廠與品牌如雨後春筍不斷冒出，但 進口商對運輸和保存條件的要求提高，也影響到台灣消費者對本土酒廠作品的要求隨之提高，偶爾能在台灣喝到品質不錯的新鮮啤酒很值得開心，但有些酒廠或品牌只是一味訴諸台灣價值而不是在自身釀酒基礎上求進步，個人認為這不是永續經營之道，到底你是一窩蜂賺快錢，還是真的在地深耕產業，從各家對craft beer文化的推廣用心程度也可以略窺一二。另外各家酒廠如何做出個體差異化也是很重要的一點。

5) any recent personal beer wishes? ( can be places/beer fest or dream beer)

Kenneth

My wish was to have a high quality fresh NEIPA made locally---i can say the wish was granted already here in Hong Kong.

Andy

Firstly wishing to be a member of ANTIDOOT next allocation come December(chuckle)--and then when this Covid shit is over---hoping to explore West Coast( Cali first) or East Coast (NYC-Massachusetts).

5）个人来说，有什么近期啤酒心愿？（可以是想喝的酒款/想去的啤酒圣地）

KENNETH

有一款新鮮、水準穩定，在地釀造的NEIPA大概是個人心願吧。在香港，心願算是達成了

ANDY

以近期來說, 個人最希望能夠順利成為比利時酒廠 Antidoot 下一個年度的會員(笑), 畢竟在疫情肆虐的當下還真的是不敢奢求能出國去, 希望疫情和緩解禁後, 還能有機會前往尚未解鎖的美西(加州優先)或美東(紐約或麻州)一趟。

6) anything to add?

Andy

craft beer is where i can easily explore variety of flavours-- and not all hyped beers or what others think as "best beers" would automatically suit your taste( or say current palate appreciation level)---pick what your like--like what you pick---it's important to keep enjoying when tasting a beer.

6) 任何想说/补充的

ANDY

craft beer 對我來說是能讓我輕鬆探索多元風味的微醺世界，並不是大家都稱許的就一定是你的菜，愛你所選，選你所愛，能夠永遠以享受的心態去品飲才是最難能可貴的。

WEEK 176---the basics of "beer chasing"

It is common to hear someone was "chasing after" more beer/wine/cocktails/whisky and so on while drinking---this could be due to the state of mind of the drinker or simply because he/she was in the mood for more alcoholic beverages.....

提起追酒一词，绝大部分喝酒人都会一致认为意指“喝酒时因为觉得不够喉所以一直追加更多酒”的行为，某种意义上，追酒跟贪吃是相同的，指的是抵不过口腹之欲的行为。不过，今天这里说的追酒跟上述一般人观念中的贪杯追酒喝一点关系都没有，craft beer世界中，追酒行为指的是啤迷追寻求购某款特定酿坊作品，简单来说，跟球鞋迷瞄准某款鞋或手表迷一定要买到某特定款手表那样，都是一种目标明确的指定商品追逐行为。

BUT NO--the "beer chasing" act here has got nothing to do with what's mentioned above--here we are talking about geeks chasing after a particular bottle/styles of beer be it via original release or diving into the very much hyped up/ at times very much profits driven secondary market---all in the name of wanting to own/taste a certain beers.

In an ideal world---geeks who are seeking out for a particular bottle/s can either buy at the breweries not far from where he/she lives---but things certainly don't work out that way most of the time--especially if you live in ASIA and crave for some European/US brew--then things can become quite tricky where you probably won't be able to buy directly via web-shop(either run by the brewery or appointed shop)---which leaves you with only 1 other choice---which is to either trade bottle/s with those who have got what you wanted and willing to exchange for what you have---or lastly you would have to look at paying some silly money( if you really wanted to) to buy from at times very greedy re-seller/s bottle/s you desire.....

craft beer世界的追酒可通过几个不同方式完成，去所在城市酒吧瓶子店买到喝到想要的酒款是最简单方式，问题是很多时候自己所在城市没能找到想要酒款，这时就必须向外寻求，这多数意味着必须在欧美市场寻找，如果无法通过欧美酿坊首卖时买到的话，那就只能或通过特定欧美网店/瓶子店试图购买，再不然就只能是进到二手市场或灰黑市场用物物交换方式又或是二三四手高价求购。或许，一些新朋友对追酒，特别是跨国界海外追酒这件事并不太明了个中奥妙，以下是几个并没有明文规定的基本游戏规则：-

If you are a newbie---these are some of the basics when it comes to the game of beer chasing:-

1) Equal trade is essential

This is quite a "mutual understanding" kind of basic rules---because no one can tell you exactly which beer is of equal value/deliciousness to another---but there are somehow some common ground where beer geeks would agree upon---it's kind of like in the footballing world---if you want MESSI in your team---then you probably have to trade C.Ronaldo as exchange to constitute a seemingly "equal trade"--or just fork out hundreds of millions -you obviously cannot just throw any other player/s to Barcelona and say give me MESSI.....

So "equality"--or rather beers which are perceived as worthy of a trade is the first basic rules--for newbies wanting to join the beer trading/chasing game--perhaps one way to understanding the basics is to look at some traded record of some classics beers---as well as what's going on/trending currently---that way you would not commit the silly act of trying to ask for MESSI with a non-league player trade......

1）对等交易是基本守则

用以前人话说的话，就是要门当户对，用足球明星打个比喻的话，意思是如果想要得到梅西的话，那大概只能用C罗来交换，再不然就准备用几亿欧元来买断吧。

上述例子放在craft beer追酒行为中或许显得很抽象，因为没有人可以很准确无异议的说服大家什么酒是梅西C罗级别的，虽然那样，大部份啤迷心中都有一些“抽象共识”知道并接受什么算是属于顶级酒款，什么是比较次级的，当然都很难用一个绝对权威标准去确定，因为更多时候一款酒的“江湖地位”取决于口碑，追逐热度，稀有程度，当然也包括美味程度，但这些都是因人而异的客观条件，很难准确的说一款酒是不是梅西C罗级别或真正值得多少钱或怎么物物交换才算对等。

话虽那样说，但新朋友如果要玩追酒游戏的话，首要条件是要至少知道一些经典知名款的市场价值，然后要进一步逐渐了解什么是市场上被热捧新贵的物物交换或灰黑市场价格，这样才不会闹出比如说想以“低级别联赛球员”一对一换梅西或C罗的笑话。

2) Inequality trade does exist

This is sounding a bit silly but that's how the world works---there are people who are willing to pay really silly money for a very hyped up limited brew---or say willing to give up 10-11 perfectly fine bottles in exchange of ONE bloody small bottle---yes--however you look at it these are not equal trade/deals---but people have different wants/perceptions/desires and so long there's a willing buy and a willing seller---trade/deals will be made and no one can say what's right or wrong.

2）不对等交易也是存在的

听起来很矛盾，但craft beer社区是不同地区啤迷聚集而成，难免会有文化价值观差异，就算在强调对等为游戏规则首要条件情况下，不少时候还是会出现不对等追酒交易。

首先，追酒行为本身就有着一点“买方渴望仰视，卖方居高俯瞰”的意味，供不应求所以奇货可居的市场供需原理是清楚不过的游戏规则，这时候找酒人和有酒人相互之间的心理状态会是关键，如果想通过物物交换或灰黑市价追到心目中酒款的找酒人急切渴望的话，那就非常可能出现不对等交易，例如最近有一家名不经传的美国酿坊5周年黑啤因为市面上只有绝对非常限量首卖出去加上好口碑，一下子成为不少啤迷趋之若鹜的梅西C罗级别稀货，有人为了一求尝鲜，提出以11-12支知名酿坊绝对好酒交换一支的疯狂条件，灰黑市价更是去到接近千元美金一支。（注：一般来说美国上好啤酒首卖价从十多二十美金起跳但只有绝对极少数几家能接近100美金水平）

一款酒是不是值得用十多支其他酿坊好酒去换，又或是用那么多美金去求购当然是见仁见智的事，如果抛开个人财力只单纯以酒论述的话，那怎么看都是不对等交易，说白了，那很可能只是找酒人想一探究竟强烈好奇心（甚至是可悲的虚荣心）作祟驱动导致的，或许世上真确有那么绝少几款啤酒值得去不对等找到，但更多时候追酒还是要理性一点，毕竟世上也只有一位梅西和一位C罗。

3) of course--there are still fair deals to be found

if you need to seek out for beers outside of the first release or web-shop direct deals---there are still some fairly all right trade/deals to be found even in mostly hyped up/profit seeking secondary market so long you do not get too excited or let curiosity cloud your judgement--the point is--no matter how hyped up or how limited a beer can be---it would certainly not worth hundreds of USD or say 10-11 bottles to ONE ratio---remember---sellers can ask for the skies with that beer he/she has got--but if no one is willing to pay that asking price---then no deal will happen---though ticking that ONE beer might be "life-changing" as some put it---but it's all in the mind really---end of the day you are the one to decide for yourself if you need that beer or otherwise.

3）还是有合理交易的

无论是物物交换还是以钱换酒，什么是合理交易很大程度上依然是个人观点，但确实有一些寻求换酒或卖酒的并不是以暴利为目标，虽然不会是绝对稀货级别啤酒但肯定是值得一探究竟的上好佳酿，所以个人始终觉得，找酒人要找的什么是决定关键，因为如果没人愿意做不对等交易的话，有酒人还是只能空喊价而没能成交。

"beer chasing" can be a fun process of discovering more deliciousness( or otherwise) though it would inevitably cost you time/energy and money---for newbies---it is very important to understand that NOT all HYPED BEERS( or at times very expensive ones) will automatically taste awesome to to your taste---beer is after all about personal taste and palate tasting ability/appreciation level.   As for the question of "to chase or not to chase"--that's really up to individual's wisdom.

简单来说，追酒行为是一个因为对啤酒不同美味层次渴求的行动力表现，这是个可能让啤迷乐此不疲的无止境寻求尝鲜过程，过程免不了花时间金钱，但只要是在个人能力范围内，追酒可以是乐趣更可以是提升个人味蕾鉴赏力的一个过程，当然，很重要的是，不是稀有难寻或高价买到就代表绝对无敌好喝，这点认知一定要有。至于追到什么时候是个头，那就只能个人智慧决定了。