There are some beers about which it is practically impossible to express an opinion and be believed, one way or the other.
They’re so talked-about, so anticipated, so venerated, or so despised, that nothing we say can add much to the conversation.
The Westvleteren beers from Belgium are one example, Batham’s Best Bitter might be another. But they’re fixed points in the firmament; others blink into existence and generate great heat, perhaps only for a few months or years.
The word we’re avoiding here is hype, perhaps because it gets thrown around too easily – people talking with enthusiasm about a thing you’re not interested in isn’t hype. It might be justifiable in this case, though, which has seen online beer stores issuing would-be-panic-inducing Tweets in anticipation of a consumer frenzy, and launch events. (It is still in stock in many places, by the way.)
If we say that we were anything less than wowed by version 3 of Manchester Cloudwater’s Double IPA, we’re surely just inverted bandwagon jumpers, contrarians and grumps. We’re fighting the hype and thus still failing to judge the beer on its own merits. We’re those people who say with a flourish that they don’t like The Beatles and make you think, ‘Really? Even “It Won’t Be Long”?’ If we say we didn’t especially like this beer not everyone will believe us or will question our motives.
But what happens if we rave about it? If we list this fruit and that. If we say it is like nothing else we’ve ever tasted and that it blows similar beers from other equally hip breweries out of the water, that it finds a truly distinctive flavour profile in a market already crowded with IPAs, that it made us swoon?
Then we’ll be sheep, sycophants, mindless zombie fans.
So, we’re just going to leave the box here, unopened.