South African microbrewer Garagista Beer Company released a promotional video that highlights the plight of every delivery driver hauling super rare and limited release beers. Called 'The Hipster Hijacking', the video shows what happens when a certain sect of beer hipsters and #whalezbro types find out about certain beers making it to stores. The selfies are strong with these ones.
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While this parody advertisement is a humorous take on the sometimes over-indulgent 'white whale' hunters (those who seek out rare beers with the conviction of Captain Ahab, driving from store to store and staking out delivery trucks), it's a surprising glimpse into that actual subculture of craft beer. The metal door fist poundings that occurred at Hunahpu's Day this year are still imprinted in my memory.
On the business front, Garagista Beer Co. is a newcomer to the South African beer scene, setting up for beginning production at the end of June this year in Cape Town. 'Head Honcho' Steve Miller writes, "At the Garagista Beer Co we celebrate craft beer tradition and creativity enhanced by technology. We've perfected a special steeping process to extract the maximum flavour and aroma, and then use the patented SurePure light purification technology instead of pasteurization to preserve the beer and deliver its premium taste." He previously worked as Global Innovation Director at SABMiller, which should put all of that into perspective.
Doug Fairall is a craft beer blogger who focuses on Florida beers and has been a homebrewer since 2010. For beer things in your Twitter feed, follow him @DougFairall and find the latest beer pics on Instagram.
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