Boak is on tour in France and Spain.
I was extremely surprised to see posters advertising an Oktoberfest in Cuenca. Cuenca is a beautiful town in the Castille-La Mancha region of Spain (the dry bit in the middle), famous for cheese, honey, cooking with strange bits of animal… but not really for its beer. A closer look revealed the event to be “sponsored” (i.e. organised) by Paulaner, who have organised similar festivals in other Spanish cities. The Cuenca local authorities then tagged on a tapas festival, where different restaurants and bars have stalls and offer a couple of dishes each.
Obviously I had to go along and have a look. It appeared to be in the car park of a housing estate, with a huge Paulaner tent dominating the proceedings (not in the photo). Inside was the requisite oompah band, Paulaner on tap, a mixture of German and Spanish snacks and some tacky souvenirs.
The outside was definitely where it was at — I got the impression the locals weren´t quite sure what they were supposed to do in the tent. They were certainly slightly bemused by the band. That said, the tent was beginning to fill when I left, and no doubt it turned into a wild fiesta afterwards. Perhaps.
Like the locals, I´m not sure what to make of it all. On the one hand, the combination of good beer and tapas is a match made in heaven. On the other hand, this is not so much a genuine cultural exchange as a mass-marketing technique by Paulaner. If you read Spanish, here´s an article from Marketing Magazine last year, which says that by promoting these festivals, Paulaner want to develop the appreciation of beer in Spain. Well, that´s nice of them. Funny that their generosity doesn´t extend to promoting beers from other breweries. Here´s a link to the London Bierfest, which looks identical.
Do we really want these Identikit beer festivals springing up all over the place? Sure, I dream of a world where every town has a beer festival — but not exactly the same festival wherever you go.