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Blogging and writing

BOOK REVIEW: The Devil’s in the Draught Lines

Christina Wade has written an accessibly scholarly book about women in beer that offers a refreshingly different lens on the world.

It tells us, with overwhelming heaps of evidence, that women have always been involved in brewing, and still are.

But more than this, it shows us that it’s possible to write a 180-page book almost without citing or talking about men at all.

Women are the centre of the stories told. Academic texts by women are cited in every other paragraph – many of them, more than most of us could digest in a lifetime. And when punditry and insight are required, Wade is able to call on a cast of sharp, experienced experts, all of whom are women. It feels effortless, too, and natural. Who else’s opinion or experience could possibly have more weight or authority?

Despite its clear focus, as a result of when it was researched and written, this is also a vital text about brewing and hospitality during the pandemic. Wade draws parallels between COVID-19 and historic plagues, which also affected the brewing industry, and women’s roles in it.

One particularly eye-opening argument is that the Black Death reduced the population, increased wages, increased demand for better beer, and thus gave men an incentive to muscle into the brewing trade, displacing the women who’d dominated it for centuries. Then, whoosh, we’re back in the 21st century and Wade asks, will COVID-19 have a similar effect? Post-pandemic trading conditions, she suggests, favour larger, better-funded breweries… which happen to be run by men.

One of Wade’s hobby horses, explored in blog posts and articles, is the muddled mythology around brewing and witchcraft. That is, the pervasive story that ‘alewives’ inspired the modern image of the witch. Fun and empowering as these stories might be, and easy as it would no doubt have been to sell a book on the strength of these stories, Wade is as rigorous in debunking them as Ron Pattinson and Martyn Cornell have been in correcting the popular understanding of the histories of porter and IPA.

Structurally The Devil’s in the Draught Lines resists the simplicity of chronology. Instead, each chapter covers a different angle and whizzes us back and forth through hundreds of years, from the mediaeval world to the 21st century.

There’s also room for stories around race, culture, gender identity, with names and faces unfamiliar to us, like Lizzie and Lucy Stevens of Closet Brewing, and Apiwe Nxusani-Mawela of the Tolozaki Beer Company. In fact, there’s the equivalent of about 25 Pellicle articles hidden throughout the book – and we mean that as a compliment to both parties.

This helps leaven the wholemeal archival research that underpins the book. Any time we start to suspect we’re being fed a chunk of thesis we’re given an interview with a woman working in beer today. These are often cleverly chosen and placed to underline what has changed since the historical examples were recorded – and what has not.

It’s clear Wade put a lot of effort into finding the balance between academic style and plain language – something she’s practised rather brilliantly on her blog for many years. Sources and authorities are named in the text, but not with scary foot- or endnote numbers. Then more detail for each is provided at the back of the book.

If you want to understand the deeper history of brewing in England, Ireland, Scotland and Wales, it’s a readable survey of previous research. And it’s a must-read if you want your world view shaken up a little – something which is good for all of us to do from time to time.

We bought our copy from CAMRA Books for £15.99 delivered with a member discount.

Categories
Beer history featuredposts pubs

The sensible Miss Orme and the life of the barmaid, 1892

In 1892, Eliza Orme undertook a painstaking investigation into the working lives of barmaids, producing a report which takes us back to the pubs of the past with incredible vividness.

Eliza Orme was an interesting woman. She was the first woman in England to get a degree in law, in 1888, as Dr Leslie Howsam, who has studied Orme’s life, explains here:

[She] was 39 years old and already unofficially ‘practicing’ law out of an office in London’s Chancery Lane where she and a colleague prepared the paperwork for property transactions, patent registrations, wills, settlements, and mortgages. ‘I “devilled” for about a dozen conveyancing counsel who kept me busily employed on drafts they wanted done in a hurry, and for twenty-five years I found it both an interesting and profitable employment’, Orme recalled in a 1901 interview. This support-level work was the only legal employment open to women, who were not permitted either to be called to the bar or join the Law Society. It was only a small part, however, of Eliza Orme’s reputation as a public figure.

An early feminist, Miss Orme was a firm believer in allowing women to work in whichever industries they chose and was a member of the Society for the Promotion of the Employment of Women.

Through this, she ended up as Senior Lady Assistant Commissioner to the Royal Commission on Labour, overseeing a small team of Lady Assistant Commissioners.

Portrait photo.
Eliza Orme c.1900.

After the Commission decided at a meeting in March 1892 to undertake research into the working lives of women, Orme dispatched her team around the country, from Bristol to the Western Isles, to investigate various industries such as textile mills, chocolate factories and stocking making.

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News

News, nuggets and longreads 4 May 2019: ramen, gin, kveik

Here’s all the beer-related gubbins that caught our eye and seemed bookmarkworthy in the past week, from ramen amateurs to the perceived sophistication of gin.

First, though, some bits of news on the health and trajectory of specific breweries, which we expect to be including in these round-ups quite a bit in the coming months.

Northern Monk, which was one of the breweries we’d heard might be on the verge of takeover, has announced that Active Partners has taken a less than 25% stake in the company. (We’re beginning to learn the code: that probably means something like a 24.5% stake.) In their announcement, they acknowledge having batted away offers from larger breweries.

Meanwhile, in London, Redchurch seems to be undergoing some turmoil. It has apparently filed notice of intention to appoint an administrator with the civil courts, and changed ownership. (Is it us, or is the launch of crowdfunding increasingly reliable as an indicator that a brewery is either going to fold, or get sold?)

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News

News, Nuggets and Longreads 13 April 2019: Peroni, Pricing, Perceptions

Here’s everything that struck us as interesting or readworthy in the past week, from notes on enamel signs to news of the CAMRA AGM.

First, a suggestion for a different way of thinking about beer from Stan Hieronymus:

What if we tasted beer in some sort of historic reverse? That is, starting with a particular type of beer as it is brewed today, and following it with previous episodes of the same beer… I ask this, and ask it this way, because the Game of Thrones returns Sunday, and like Zak Jason I didn’t start watching the series when it debuted in 2011 and haven’t since.


Enamel Orval signs.
SOURCE: Eoghan Walsh/Brussels Beer City.

At Brussels Beer City Eoghan Walsh has turned his attention to an aspect of Belgian beer culture we’ve been aware of without really thinking about – who makes all those enamel signs you see in bars?

Emaillerie Belge is the last enamel advert producer in the Low Countries, and it has been making ad panels for Belgian breweries for almost a century… The company survived a tumultuous 20th century and several flirtations with bankruptcy. Now under new management, it’s working to recapture the glory days of the enamel ad industry, betting that its small scale, custom, and high quality output can succeed against low-cost, industrial enamel producers.

Categories
Beer history marketing

Guinness: a nice, interesting drink for nice, interesting women, 1977-79

In 1977-78, grappling with falling sales and quality problems, Guinness commissioned yet another marketing strategy in the hope of turning things around. One idea was to appeal to young women.

We’ve just finished scanning and cataloguing the collection of Guinness material we wrote about a few times last year. These marketing strategy documents (there are several) are full of fascinating details, not least in the annotations in pencil by (we assumed from context) Alan Coxon, the head brewer at Park Royal to whom these documents belonged.

Here’s what the 1977-78 document says under ‘Strategy & Objectives – Women’:

i) To recruit to more regular drinking the younger female drinker who identifies with the assurance, maturity and independence associated with Guinness for women.

ii) To reduce defection from Guinness by reinforcing the loyalty of existing frequent and less frequent users.

The second group were likely to be ‘older and poorer’, the kind of people who’d traditionally drunk Guinness, but the other group were a new target:

[Younger], socially active and better off. Guinness may already be a part of their drinking repertoire, though remote. These are likely to be C1 C2 women aged 25 to 44.

Here, though, Alan Coxon had some thoughts of his own, neatly marked in the margin:

I just do not believe in the possibility of this. It is not a young woman’s drink, surely. If we get it right it will have the wrong image for young women & surely we cannot expect them to like it!!

The proposed creative approach for appealing to young women was interesting, too, based on ‘the correct blending of four key elements’:

i) The user-image of a self-assured woman who is independent, sociable and healthy; equally at ease in both a man’s and woman’s world.

ii) The product as a unique, attractive, long drink, natural and enjoyable.

iii) The mood as one of relaxed and sociable enjoyment.

iv) The quality and style of the advertising as attractive, credible and contemporary (rather than fashionable or trendy).

The brand position reached as a result of this creative approach should be:

“Guinness is the drink for the self-assured woman.”

Finally, there were suggestions on how to reach women. With television reserved for male-orientated adverts, the idea was to place ads targeting women in magazines – ‘their personal medium’.

How did all this go? Fortunately, we have some handy follow-up information, from the next year’s marketing plan, covering 1978-79. It suggests that double-page spreads did run in women’s magazines (we’d love to track some of these down) and that they were felt to be successful enough to continue with.

An amusing punchline, though, is a restatement of the marketing objective:

The primary task of the advertising is to change attitudes about the kind of woman who drinks Guinness: to oversimplify, ‘Guinness is a nice, interesting drink which is drunk by nice, interesting women.’

UPDATE 08/03/2019: Jon Urch, who works for Guinness, sent us a copy of one of the ads, which we’ve now added as the main image above.