Getting the craft beer story outside the craft beer bubble
I think craft beer is an amazing story in Alberta. I wouldn’t have written a book on the subject if I didn’t.
I has it all: passionate Albertans, entrepreneurship, local ingredients, creativity, growth, risk, national and international acclaim.
This is why I try to get that story into a wide variety of forums, rather than just craft beer media outlets. (I know I’m not the only one doing this; just look at Jason van Rassel’s work in Edify every month.) I really believe that the makings of our craft beer industry show a new way forward in this province. Just sayin’.
I was very pleased, then, to be able to tell that story in the spring 2021 issue of AMA Insider. In addition to editor Craig Moy, I owe thanks to
To those who are willing to read a book and offer several paragraphs of their thoughts on it, thank you
High-profile book reviews are harder to get than they used to be. I don’t believe it was always this way. I remember an entire section in the weekend Globe and Mail, like a little magazine, devoted entirely to long-form reviews and essays about books and writing. It was glorious.
The Edmonton Journal, my hometown daily, used to make a big deal about reviews, too. In fact, I got my start in freelance writing by doing them for that paper (thank you, editor Marc Horton, for tolerating me). There were pages of them in there more than a decade ago. Every Sunday. Now there’s not. There’s not even a Sunday edition anymore, come to think of it.
Blame the shrinking ad revenues that have led to shrinking page counts, for a start.
This is bad, because reviews in publications like these encourage reading among a broader spectrum of the population, which has to be better for us than scrolling through Instagram posts for hours. It’s bad for authors too, of course, who can always use more exposure. More importantly, though, reviews improve writing. Authors read reviews. Or at least they should. Those with open minds will use intelligent, fair criticism to make their next books better.
Authors read reviews. Or at least they should.
Happily, reviews still turn up in magazines, and bloggers have recognized that there’s a void to fill in providing thoughtful commentary on books. Arguably, their reach might be even better than the newspapers, more targeted to the communities that care about a particular topic. Also happily, a few of those magazines and bloggers have offered their own thoughtful commentary on Tapping the West. And, yet again happily, most of it is positive.
Here are those who kindly dedicated space and mental energy to my book. I am grateful (even, and maybe especially, for the constructive criticism).
Brutal Reality Digest. This zine is devoted to building culture, creativity and community of all sorts, primarily in central Alberta (home, incidentally, to more craft breweries per capita than anywhere else in Alberta). The producers even have a podcast, on which I had the privilege to appear. The review is courtesy of Josh Hauta.
onbeer.org. Does Jason Foster need an introduction? To craft beer lovers in Alberta, at least, no. Foster was the first beer blogger in the province that mattered, if not the first one of all. That story is actually part of Tapping the West (somewhere in the middle or so), which he also reviewed, favourably but for a few catches (I agree with most of them, but not all). He also recommended the book as a Christmas gift idea in 2020 during one of his spots as a beer columnist on CBC radio, which was very thoughtful of him.
Poured Canada. This magazine offers an industry-centric perspective for makers of beer, wine and spirits across Canada, and includes news, profiles and the odd book review. I was grateful to see the book, and the kind words from Lindsay Risto, in the pages of the winter 2021 issue.
whatsbrewing.ca. If you’re after real insight into B.C. craft beer, this site and magazine – named one of the world’s 10 best – is the place to get it. Ted Child offered a review of Tapping the West, in which he appreciated its potential to open the eyes of B.C. drinkers to Alberta beer. He also asked why I ever referenced the Fraser Institute, a right-leaning think tank, (it’s somewhere in the middle or so) in a book about craft beer.
Great point. See? It’s true: You really can learn something for next time by reading these things.
No, don’t worry: I am not starting a craft beer podcast to go with my book, Tapping the West. For one thing, there are all kinds of people doing a really good job of beer podcasts already. For another, technology and I aren’t exactly like oil and water, but we’re certainly not like hops and barley either.
But I do enjoy being a guest on podcasts, where someone much more capable is doing the driving (and recording and editing). Even though I know I’ve said some wild and crazy stuff in longform interviews, it’s always a nice change from the five-questions-and-cut-to-commercial format of most radio spots these days. Not that I don’t like radio – podcasts just feel a little less transactional.
I’ve been lucky to have been invited onto great shows, and interviewed by smart, inquisitive hosts. So now that I’ve been on more than two, why not catalogue them here so that friends, family and total strangers alike might listen and say, “I can’t believe he just said that.”
Thank you to all the hosts for taking the time to include me in their work, as I can imagine it’s not easy (that is, making a podcast and talking to me). Here are the shows and who’s behind them.
Brutal Reality Digest is my kind of zine, and not just because staffers Josh Hauta and Stuart Old put me on their podcast, but because it’s dedicated to promoting “interesting weirdos.” I’ve got the latter part of that down pat; I’m working hard on the former. The publication (web and print!) focuses on central Alberta and is packed with stories about the arts, entrepreneurs and more. The podcast episode I appeared on launched Sept. 2, 2020. It’s tagged as #Comedy. I like that.
The Booktruck Chronicles is one of the vehicles that Brandi Morpurgo uses to promote local literary culture. The other is the Daisy Chain Book Co., her bookstore just west of downtown Edmonton. This is the bricks-and-mortar successor of the book truck she started with, and she’s determined to use the place in a way that builds community among readers and authors. The podcast is part of that. Check it out, along with Chapter 34, when I had the pleasure of speaking with Morpurgo (who has also been a great supporter of my book). It was posted March 8, 2021.
Let’s Meet for a Beer is an extension of what Mark Kondrat does for the Alberta beer community, which is to endlessly shift the spotlight from one member to the next. As the CEO of Alberta Beer Festivals, Kondrat knows these people well (far better than I do) and it shows in the informed, thoughtful questions he asks on his show. I attempted to answer some of those in Episode 6, posted on Jan. 26, 2021.
Do you have a podcast that needs an episode featuring a guy who wrote a book about Alberta craft beer and is given to saying wild and crazy stuff? Who doesn’t! My email is somewhere on this site, last I checked.
One of the great discoveries for me in writing Tapping the West, my book about the rise of Alberta craft beer, was the close connection between the industry and local agriculture.
Everyone knows that the main ingredient in most beers is barley. What might be a surprise to the majority of Albertans is that that ingredient comes from right here: we produce more barley than any other province in Canada, and more than all of the U.S. And it’s world-class stuff, used in some of the best beers on the continent (including Alberta craft beers, of course) and around the world.
How nice was it, then, that Ian Doig of GrainsWest came calling one day to chat about the book. Ian is a thoughtful interviewer and we had a great conversation about everything from the growing popularity of craft in rural Alberta to beer as a cultural commodity. Thanks again, Ian!
That’s just one tiny reason you should read New Trail
Of whatever attention my book Tapping the West has received, the mention that got my mom the most excited was this little blurb in the fall 2020 issue of New Trail, the magazine of the University of Alberta.
Why am I telling you about my mom’s preference for media coverage? Partly because she’s a grad, and that’s pretty special for her.
When I was a kid, she decided to go back to school to become a teacher. I was maybe 10 years old, my brother was a little younger, and a great deal of the responsibilities of the household fell to her. I have no idea how she struck the balance and got through it all. But in the end, the university – the one that’s currently being gutted by Alberta’s UCP government, along with most of the province’s post-secondary institutes – made it possible for our family to have a better life. I am so proud of her that my cold, dead heart feels as if it is flickering back to life as I write this.
The university – the one that’s currently being gutted by Alberta’s UCP government – made it possible for our family to have a better life.
After my mom went, it only seemed natural for me to eventually go as well. Under much less demanding circumstances, I did a degree in biotechnology (in one class, we made beer!). But any fondness I have for the institute doesn’t come from that. I was a terrible scientist, and the world is a better place because I bailed on it soon after graduating. To this day, I cannot tell you the difference between meiosis and mitosis, which is pretty much the foundation of everything a microbiologist ought to know.
What the U did do for me, and for which I will forever be grateful, is give me access to some of Canada’s best writers and writing instructors, from whom I was lucky enough to learn other fundamentals upon which I am still building today. Those have given me a career, and a vocation. I owe many thanks to Greg Hollingshead and Christine Wiesenthal, in particular. I also owe them a couple of Alberta craft beers.
The same goes for the editors of New Trail, because not only did they mention the book to my fellow alumni, they let me write a short, fun list of beer recommendations to help shine a light on Alberta craft brewers.
So, just like my mom, I was also pretty excited to see the book mentioned. I’m a big fan of the magazine, too, and have been for years. If you haven’t seen New Trail recently, please find a copy, even if you’re not a grad. It stands alongside Canada’s best publications, and does so while telling stories about the amazing things post-secondary institutes do for a community, and for a province – things that shouldn’t be taken for granted.
Like ultimately playing a role in the creation of a book about Alberta craft beer, which documents a business that boomed in this province despite having nothing to do with oil and gas! So, mom’s right about New Trail. For all kinds of reasons, it’s pretty special.
First just let me say, if you ever have a chance to be interviewed by Russell Bowers, just say yes. He is one nice dude. Whatever you have to say, he’ll make you feel like it’s the most interesting thing he’s ever heard.
Maybe one day I’ll get over my aversion to hear myself when I don’t have to (listening to words come stumbling out of my mouth in real time is bad enough), but that day is not today – not even with a dude as nice as Bowers!
But my publicist tells me it’s pretty good, and actually think she’d tell me if it wasn’t. So thanks, Russell!
If you like, you can read it online, where the entire issue is posted. The review is on page 48. It’s short but sweet, and kindly recognizes that the book is about more than just some dude trying to pass off brewery-hopping as research. Not that I didn’t. Just not for 300-plus pages. Maybe only 30 pages.
In any case, I am very grateful that the editors made space for me in the issue, and that they enjoyed the book.
“He kind of sounded like he was shouting at you,” said one friend who listened to this recent interview. He was joking, but the observation speaks to the enthusiasm with which Ryan Jespersen approaches pretty much any topic he covers – including Alberta craft beer. I think it’s great.
Many thanks to him for having me on the show in early May to talk about my book, Tapping the West, and about some of the factors that went into making the province’s craft beer industry possible. And awesome.
Not to make excuses for myself, but I’m about to make excuses for myself. This one was done at 6:40 in the morning, long after I’d switched over to keeping work-from-home pandemic hours. How does Mark Connolly and his team do it everyday? Cheers to them!
I’m grateful for the interview, no matter what I might have said. (I can’t bring myself to go back and listen – something to do with the idea of having to listen to my own voice, perhaps.)