There have been a few times in the last year or so where we’ve seen a beer referred to as ‘hyped’ when we’ve literally only heard it mentioned once or twice.
Then the other day we saw someone complaining that a beer they liked had been ‘ignored’ and something seemed to click: is this all about a handful of prominent voices on social media?
The person we immediately thought of is Matt Curtis who has his own blog at Total Ales and also writes for Good Beer Hunting among other outlets. He was the first person we noticed mentioning Mills Brewing, for example, and literally within an hour or so of him doing so we saw someone complain that they were being hyped.
Two things bother us about this.
First, what’s Matt meant to do? Taste every beer in the UK and give each brewery equal airtime? He likes some beer more than other beer, some breweries more than others, and ought to be allowed to express a preference.
Then there’s the abdication of responsibility. As we’ve said several times now, don’t moan that no-one is blogging about a brewery you think is interesting — write about it yourself! If you don’t like how prominent a beer or brewery is, don’t contribute to that prominence by going on about it. And if you think a beer is being ignored, let people know about it.
Hype isn’t something you have to endure — it’s something you can create too.