Hopscotch Hop Homogenization
Vancouver’s upcoming Hopscotch Festival will be the 12th year it showcases Scotch, whisky, and beer. Unfortunately, unlike Victoria, the city continues to struggle in developing a festival that highlights a diversity of quality craft beer.
Part of the problem seems to be a money issue in that the craft brewers don’t have the marketing dollars the macros do to participate in these events. Therefore, organizers default to a beer lineup that would be familiar to the average mass-market beer consumer. In this case, Big Rock, Granville Island, Lighthouse, Molson (Rickard’s), Okanagan Spring, Pacific Western Brewing, Red Truck, Sleeman, Tree, and Unibroue. Lighthouse, Red Truck, Tree, and Unibroue are for the “more adventurous” punters, largely because they are less well-known and not because they are particularly challenging to drink.
The “exotic” beers are supplied by the importers, many of whom are wine agents with a token beer or two in their portfolio: Anchor, Dos Equis, Grolsch, Kirin, Krusovice, Kulmbacher, Palm, Pilsner Urquell, and Tiger. Most of these beers, however, are macro lagers in their respective countries that are available in the majority of liquor stores here. Ho hum.
The Autumn Brewmaster’s Festival at the Plaza of Nations was a step in the right direction; regretably, it expired. Now, the best that Vancouver can do is the cask ale festivals at Dix BBQ & Brewing and Central City in Surrey. Otherwise, when it comes to beer, you’ll find more interesting offerings at The Alibi Room, the Irish Heather, Six Acres or buying your own at Brewery Creek, Firefly, or Viti.
Hopefully, some day, we’ll have a respectable beer festival in Vancouver that doesn’t have mass-market brands (they already get plenty of exposure in the media) or needs to disguise the thinness of its offerings with alcopops and wine. It shouldn’t be a carbon copy of the GCBF either. I think Victoria has earned the right to its current format. Vancouver ought to come up with something else that distinguishes itself from others so as to present us with a greater opportunity for celebrating craft beer, not competing with others.
Postscript: in the fall of 2009, I gathered a team of friends & acquaintances to plan a “beer week” festival, after coming across San Francisco Beer Week on the Web. The following year, we hosted Vancouver Craft Beer Week, Canada’s first “beer week” festival. The City of Vancouver officially proclaimed May 10-16, “Vancouver Craft Beer Week”. Mayor Gregor Robertson opened the festival by tapping the first cask of VCBW Collaboration Ale at the Alibi Room.