Books, beer and awkward branded clothing. And those products that supposedly make you experience of beer more convenient but do not. Emails offering come to me a number of times a week and, unless it is a really unappealing concept from the get go, I writing in reply that wee treat in the mail would be fine. Honestly, over half truly fundamentally disappoint one way or another. Sometimes, however, there are great surprises. Last week or the week before, I received a courier notice for an unexpected delivery. I hauled myself to the edge of town where the courier trucks live and was handed a box with a sample six pack of Rickard's Cardigan, a spiced amber sort of beer - and really liked it. I didn't expect to but with the shift in weather from stinking hot and 107% humidity to 65F and dry, Cardigan filled a need nicely. Rickard's Blonde surprised me the same way last year as a good value brew. But I didn't need the actual cardigan that came with it and the matching glassware will become a gift for some Christmas photo contest prize winner.
So, is there an ethical level to this? I have had an 18 wheeler stop at our suburban home to drop off a six pack and also had two UPS trucks stop at the same time down the lane a few years back on Christmas Eve, each with boxes of importers samples. The delivery guys shared looks of envy. These things happen, not often enough frankly, but overall writing about beer is a zero net affair for me. There are things I don't get. The nutty LCBO system only offers samples at its "sensory lab" deep in the heart of its basement concrete bunker (I am told) which means I would have to travel for five hours return to participate. As if most people will interact with beer in that context. Shame on those who bow to these demands of the monopolist. Others, including certain well known US craft brewers, are notorious with being cheap with samples while others are quite keen to make it easy for you to try what they make - to, you know, spread the word. Do I like those who make it convenient more than those who don't? I wonder.
Well, you don't have to wonder anymore with Boak and Bailey as they are telling all by way of a disclosure page. My first reaction truly was brewers need to send them more samples. But the second was that they describe these samples as "gifts"! Gifts?¹These are inducements to help the brewer, the author or the maker of that stupid beer opener ring that rips your flesh. They are search engine optimization strategies. They are part of the trade. Marketing.
I have to run to work but would be interested in your thoughts. Given the absence of a real revenue stream, I would suggest that these things are the least one should expect, the very least.² But you tell me.
¹ See comments. I was in haste so over reacted a tiny bit. But, if I am honest, a sample from someone you like is still not a gift. This is a real issue with beer writing. We really like many many people involved with beer half the time (keeping in mind there are arses as well as in any part of life) which makes samples feel like gifts. Yet, one does also give back. How is that to be described?
² Note, too, how the juxtaposition of pleasure in beer and thought about beer can get tricky.