The Beer Messiah that is Dean McGuinness presents Beer Flavour in The Brain Sunday May 28th at 3pm.
Lots of people ask what the difference is between craft beer and mainstream beer; well we have the expert to show you! Experiments, audience participation, beer tasting and a dash of psychology are the name of the game here to demonstrate how different dimensions of flavour work in our brains and how we process flavour. All we know it may or may not involve paint brushes, a sledge hammer and jelly beans! Don’t believe us? Then come and find out!
Lots of people ask what the difference is between craft beer and mainstream beer, and people who are into craft beer implicitly understand the difference while not all agreeing on a definition of craft beer. People who are into craft beer will put forward the better flavour of craft beer as the foremost reason as to why they like it. Yet some craft brewers are frustrated when they present their (better tasting) craft beer, and do not succeed in converting mainstream beer drinkers even though they are confident that the flavour in their beer is better!
So… this talk aims to explain how mainstream beer has managed to ‘control’ so much of the market for so long, and how craft beer has been built up very much as one beer drinker at a time. It also shows why people, once they embrace craft beer, very rarely if ever revert back to being solely mainstream beer drinkers, and that ‘real flavour’ rather than what might be called in the post-Trump world ‘Alternative Flavour’ is the reason why people become and remain as craft beer drinkers.
It also will be a quick introduction in flavour training to help people understand how they can break down flavour in beer to describe the beer that they are tasting that bit better. So if all the psychology passes you by you’ll be well your way to being a Beer Sommelier 😉
The talk will involve a couple of volunteers for a live behavioral psychology experiment (don’t worry it’s not going to be half as nerdy as it sounds!) to demonstrate how we process information in our brains to understand flavour.
So don your beer hat and spend an hour in the company of the charming Dean McGuinness Sunday May 28th.