Wednesday, November 08, 2017

"Brewmaster": the trailer

A film, called Brewmaster, directed by Douglas Tirola, will arrive in theatres in the new year.

The trailer, which you can watch exclusively on Food & Wine, details several aspects of American beer culture. It follows one man as he studies to acquire his Master Cicerone certification, the beer equivalent of becoming a sommelier. Another thread in the movie follows a young man who quit his job as a lawyer to brew his own beer and pursue his dream of opening a brewery of his own.

The film is also peppered with expert voices in the beer world, such as Jim Koch, the co-founder of the Boston Beer Company; Vaclav Berka, a senior brewmaster at Pilsner Urquell (the company funded the film in honor of its 175th anniversary); and Charles Papazian, who founded the Association of Brewers and the Great American Beer Festival.

Food and Wine Magazine which wrote that blurb, ignored appearances by Ray Daniels of the Cicerone Certification Program, Randy Mosher of several books, and Sam Calagione of Dogfish Head Brewery.

And the trailer reeks of fanboy-dom. Beer is referred to as the “most noble beverage ever conceived by man” and “a gift from God.” Food and Wine Magazine, in presenting the trailer, states that the documentary will be required viewing for "beer fanatics." Which does not promise a serious, 'documentary,' consideration of the topic.

But trailers are designed to sound loud and proud. And, as counterpoint, it does contain is this snippet, from Garrett Oliver, beer author and brewmaster of the Brooklyn Brewing Company:
If you can't put that beer out tasting essentially the same every time, that doesn't mean you're a craft brewer. It means you're not a brewer.

Food and Wine Magazine says that Brewmaster will have select screenings in November and will be released to the general public in January. I don't know director Douglas Tirola from John Facenda, but just on that Garrett Oliver statement alone, maybe this might be worth the price of admission.

Without further comment, here's the trailer presented for your enjoyment.


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