One of the many interesting things about our local, The Drapers Arms micropub in Bristol, is the lack of branding for beers at the point of sale.
Instead of the customary row of hand-pumps with decorative pump-clips (which have grown bigger and fancier over the course of the past few decades) the Drapers has a rack of casks with beer names chalked on their black jackets, and a blackboard declaring the name, brewery, origin, style and ABV of each beer.
The pump-clips are there, actually, tacked on the wall behind the bar, along with those for beers coming soon, but a determined squint and spectacle push is required to discern any details. Most people, we suspect, think they’re just part of the decor.
The blackboard approach encourages certain unusual, quite pleasing behaviour. For one thing, people often ask each other for advice: “Excuse me – what’s that you’re on? It looks bloody good.” And we’ve never known a pub where tasters are so freely offered and as gladly taken, and where such generous time is given to conversations about taste and preference.
Which brings us to our main point: the lack of obvious branding seems to push people – and certainly forces us – to focus on the beer.
We’ve always been quite open about the fact that, being human beings with a full suite of emotions, nurtured in late 20th century capitalist society, we are easily swayed by packaging and marketing. Of course we challenge ourselves and attempt to overcome this instinct to superficiality but if we’d seen this pump-clip, for example, we might have let our gaze pass over it in favour of something else:
It’s not bad but it doesn’t suggest that this beer is anything special. It’s a bit cheap and a bit staid. But at The Drapers, a level playing field for the graphically challenged brewery, we went for it, and were really glad we did. It’s a thoroughly decent beer we’ve had several times since, and Ramsbury have been added to our mental list of breweries always worth a go.
On the flipside, there are beers that, divorced from very smart graphic design and winning blurb, are easier to assess objectively. In plain brown wrappers it’s easier to discern that a slightly bland pale ale from a hip brewery taste much like a slightly bland pale ale from a micro-brewery founded in 1983.
We generally argue for more information rather than less (see tomorrow’s blog post) but somehow the omission of this particular type of information – the visual – really works for us.