There’s a new bar in the trendy end of town. The refurbishment of the glamorous old building has been splashed across the local media for months. Ever since the inception of the idea of opening this bar, the cool kids have been intrigued by it. The reality TV star that is behind the idea is helping its cause. Her onscreen misdemeanours only up the ante and draw in a larger crowd. And what are we to expect? Well naturally the place will be full of the coolest of cats. Expect to be shoulder to shoulder with those who simply ooze style and class. The drippings of visual charisma will be everywhere in this place. Every surface will be awash. All the woodwork has been given a San Tropez covering. The chandeliers will all sparkle in reflection of extra pearly whites located inside. And the parties…… oh the parties….. the tales that will come out of this place will be that of legend. And as they say if you weren’t there, you’ll never truly know how good they were.
As an establishment, the doormen are everything. They marshal the place. Every entrant must conform. Every booth must be occupied by the right empty vessels. There’s a lot to be gained by being on the inside of the glass windows instead of outside looking in. You too could be the envy of the masses, you too could live the glamorous lifestyle of the rich and famous, even if only for the night. You may have to adapt though, you may need to bend your ways and up your game on your appearance, standards are high and you must conform to gain access. I suggest you turn to OK magazine or Hello, use those images as your guide. Create a representation of yourself that’s as close to those images as possible. Be your favourite celebrity image.
As you can imagine the clamour for the glamour is intense. Demand is high to be on the inside. Unfortunately as a result, the prices are quite high. But ONLY to try and stem demand, not to try and profit from the hype…. But it also means you’ll be mixing with a better mix of clientele. This is a bar where everyone must feel comfortable, from the common man in the street (granted he may have to save for a year to get in), right the way up to the premium grade celebrities.
So let the cava flow!
Please help me. I’m surrounded by people who are being sucked in by this sort of ‘exclusive’ venue. There are many facets to life where pictures are painted with words, which don’t give the true picture of the reality. How many young and impressionable people would be drawn to a bar like this? One which portrays attendance as a lifestyle choice, a status symbol of being part of an ‘in crowd’. And how often have you been to places where the reality of being in there feels as false as the bronzing lotion liberally applied before going. The crowd will simply be made up of those hoping to see the stars, and those who desperately want to portray themselves as stars who in reality aren’t.
Craft beer is cool these days, but it hasn’t been cool for long and it won’t stay high up in the cool kid’s minds forever. And yet I see pockets of people seeking to squeeze every penny out the industry through the portrayal of it being an ‘exclusive’ product.
I guess one iteration of this is where the larger brewing companies produce a ‘craft’-ish product from their factories, and in the process adorn it with the term ‘craft’. As we all know, in the UK there is no concise definition of craft in the beer world, sadly this allows the big monoliths to sidle up and try and cadge cash from the punters on the fringe. To exploit those who think they’re exploring craft beer, when in reality they’re not being served up a beer which fits the image of the forefathers who started using the term ‘craft’ intended. It’s been hijacked as a marketing term, to make the beer seem more specialist and therefore of a higher class. It’s not, it’s just slightly less crap than the rest of their range.
Another iteration is the restricting of stock of special beers. Now whether this lies with the breweries intentions or the distributor trying to maintain an exclusiveness, there have been many ‘high demand’ beers, which have initially appeared in short supply, but within a few weeks another, far larger batch appears asif by magic. There are a million different possibilities for that occurring, but the punter doesn’t see them, we just see that we were initially being pushed towards buying a beer before it’s too late, and very quickly it’s not available by the hat full. Do not create false exclusivity!
Exclusivity creates awful human beings. There is nothing I dislike more than the portayl of a social elite. There’s a gravity to it, those who do appear to get hold of beers first every time, start to feel compelled to maintain that image. They start enjoying the limelight the exclusivity gives them. They start to believe themselves that they’re part of an elite. As with my #NoMoFOMO post, I ask, who are they drinking for? Their own enjoyment? Or are they simply keeping up appearances? Maintaining their high society status in the public eye. Public Relations Attention Seekers…. Or P.R.At.S for short….
It’s when these special releases are so limited only the small upper echelons can get hold of them when it really grates. I’m convinced that there have been some ‘hype’ releases, which have been carefully stage managed to make sure the clamour is great and the rate of demand can drive up the price point. Was the UK release of Bourbon County this year anything more than a publicity stunt? I wrote my ‘hype’ piece in October last year, just 8 months ago and yet it feels like the conversation has moved on so much. We no longer talk about hype, its FOMO now. So what is the difference?
Well in grand scheme of things we’re talking about the same issue however, the difference is subtle. For me, the hype argument laid the blame square on brewery doorsteps, and while I’m sure there were instances of brewery driven hype in the industry, I can’t criticise a business for advertising its products. There was a point at which advertising became spurious, where the claims made were excessive and I think the ‘hype’ criticism was valid, but the anti-hype piece has certainly had a moderating effect on the industry.
Once ‘hype’ was brought into line, we had the natural knock on criticism for FOMO. Now to my mind this was far more about the consumer. Far more about the community fringes where there was a bragging rights culture keen to make a mark. I doubt in many instances if the latest releases were actually enjoyed, but getting that photo to circulate was all important. But I don’t even blame the people who circulated the photo. They may be bragging but we’ve all known brags in real life and personally, they don’t bother me because I see through it. I can take what they say with a pinch of salt and move on. I respect opinions from people I respect, that’s the way life works.
But where FOMO was painful was in the beholder. I was guilty of feeling the need to get my hands on special releases so that I could be part of conversations, I wanted to earn the respect of those around me. I would jump at the chance to grab ‘special’ beers when they were released, so that I could form an opinion and then share that opinion with others. But that was me, driving my own FOMO. I blame no one else. But I bet there are plenty people out there in the same position. That’s why I started #NoMoFOMO, for me. It’s the public display of me constantly reminding myself that the latest ‘special’ beers aren’t worth getting het up about. There is plenty beer out there to enjoy and enjoyment has to be the key. I now drink to enjoy, not to tick boxes. No clearer indication of that than my feelings on New England IPAs. They’re refreshing and juicy, but I find some to have a lot of body and very little lingering flavour and I like lingering bitterness! But that’s not to say that I consider myself above them, I recognise those beers as being delicious high class beers. Just my tastes are subtly different to them.
I could drink loads of them and post on social media how great I think they are and there’d be no comeback to me. It wouldn’t cost me anything and I’ve no doubt I’d gain the respect of some niche area of fellow drinkers. But why would I do that? What would be the point? My problem is that I love to gather information and then formulate an opinion. I don’t always vocalise my opinion, but ask me and I’ll give it. I want social media to be more a discussion forum. To some people beer is binary, in that it’s either amazing of utter tosh. Well I see the grey areas. I see that a range of styles gives a range of experiences. There’s quite abit out there about matching beer with food or music etc, but for me, it’s mainly driven by environment, which encompasses all manner of things. So you are allowed to enjoy a range of styles in a range of environments and not be treated asif foolish.
Now I’m a man proud of my roots. As I’ve spoken about before, I’ve never chased trying to ‘fit in’. I’m know that I’m entirely normal, in that I’m odd. We’re all odd, when I say odd I mean different, we’re all different and instead of trying to fit moulds, we should recognise the value in our differences. Trying to emulate what you think is the life that your heroes have, will ultimately leave you falling short. And in most cases your perception of their perfect life is very different to their reality. I guarantee you each and every member of the Geordie shore cast changed their behaviour and use of language in order to get on that show. And how many of us respect them for that? Not me. In 5 years’ time the hollow folk will have moved on and those of us who are wise enough not to try and ride that wave will be truly able to relax and enjoy whatever beer we genuinely enjoy, not because someone has told you that its mint, not because it’s in the public eye, but because you yourself really enjoy it.
So I’m very anti-exclusivity, I want great beer to be for the many, not the few.