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People have tried various means of educating people about beer. You’ll find tasting notes on the bars of breweries, menus with suggested food and beer pairings, posters outlining the various beer families, tasting wheels and labels with images of hops and malts to indicate what to expect. There are multiple beer appreciation and educational courses taking place across the country at any one time, some for ladies only, and no festival worth its salt in Oz these days comes without some form of stage designed to spruik the ins and outs of the brewing process or how to pair your favourite beer with cheese.
Up until now, however, there has been a dearth of methods that result in the residents of Crafty Towers feeling like eight-year-olds. Thankfully, the situation has been resolved as today sees the launch of a new Trumps-like card game from Murrayâs.
Head to their brewery at Port Stephens or Murrayâs At Manly and you’ll find the beers accompanied by colourful cards that give each one a score for ABV, bitterness, colour, malt and yeast, as well as suggestions as to what foods they pair with and a price indicator. The idea is that they’re a simple way for newcomers to the beers to know what to expect – or a means by which those wanting to relive their youth can head down Memory Lane.
“The bottom line for us is that it’s an educational tool,” says brewery founder Murray Howe. “What I want it to do is teach people in a fun way a little bit more about craft beer. One of the biggest challenges in venues is having knowledgeable bar people on your team.
“We looked at this and thought, ‘How can we put more information in the hands of your average punter? The Trump game came up. There’s a group of diverse people within Murray’s as you can see from the brand itself. We think outside the square quite a bit and wanted to get away from the boring beer list, which can be gobbledygook to a lot of people.
“I’ve already got the beer geeks covered. They know who we are and we engage with them already. But the reason we went to Manly was to introduce craft beer to your average Joe and the cards will help us to convey the breadth of what craft beer can be – and do it in a not too serious manner.”
The cards have been designed by long term design collaborator Tim Forrest and feature the beer’s label, a related (tangentially at least) image and a description of the beer. They’ve been created for all Murray’s beers, including the Auld Bulgin’ Boysterous Bicep. This is the beer The Crafty Pint conceived and brewed in a tiny batch with the brewery to enter in a Media Brew competition at New Zealand’s Beervana festival last year.
For More Info: https://craftypint.com/news