SPRING 2016
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regularly send product to folks like Mike for public sampling. They know they stand a pretty good chance of getting a decent review, given that what they’re sending is craft beer (a “Mike’s Macro Crap Beer” review site has yet to debut). So the symbiotic relationship between commercial purveyors of crafted things and critics of those artisanal creations thrives. As a result, Mike gets free beer. Is that a fair trade-off for losing sleep? You decide. He reviews more than beer. You’ll find some interesting beer-related contraptions getting the “open box” treatment a la the finest YouTube tech blogs. Learn about a tap system connected to an insulated metal growler manufactured in China. Read about a CO2 growler cap system. See Mike try out a fancy Black & Tan spoon replacement. It’s all in his Gadgets category. “The Shirt?” Right, the thing he’s wearing in these photos. I didn’t ask, but I don’t think he has a closet full of those. It’s getting a bit worn out from numerous washings, so in a few years I think he’ll have to retire it. In the meantime, I can vouch for the utility of The Shirt. The beard and ever-present ball cap are pretty good identifiers, except in a beer fest crowded with bearded guys in ball caps. Thanks to that shirt, I don’t have to worry that I’m approaching the wrong guy. Who designed the logo? One guess. I’m pretty confident it hasn’t won any design awards, but I can vouch for its utility. It’s a beer, with Mike’s name on it. It works. Come to think of it, maybe the logo says more than that. For starters, that’s a pretty dark beer. It could be a double chocolate porter, or maybe it’s Woolly Bugger. Hey, you practically didn’t have to read this story to learn anything about Mike; it’s all right there on his shirt. Kind of like he’s wearing his heart on his sleeve, but without sleeves. Thanks to branding, along with consistent posting, Mike made the transition from closet beer-lover to craft community figure. Being a dedicated beer blogger isn’t as much fun as it sounds. It means constantly losing sleep just to get that next bottle review posted. Take a look at the site; the content is not slowing down. The day I checked, there were 10 posts in the past week, including 4 days that he had posted twice! That’s not easy folks. Each beer review generally means opening a 650 ml bomber, taking a photo, doing some research, and being inMike Garson spired to write something. Not to mention that in those ten posts were beers weighing in at 10%, 8.5%, 9%, 9.5% and a few more above or around 7% ABV. Try doing this for 5 years and not slowing down. In fact, he might be speeding up. But there are perks along with the work. Beer brewers and vendors are aware of the power of social media, and they
It’s not just staying up after dinner fooling with the website either. Mike gets around. One of his more popular features: his “Construction Updates” series, in which Mike visits locations around BC that aren’t even open yet, and reports on progress. Plus, he gets out to plenty of places that are open, including a recent visit to Nanaimo’s White Sails. For a hobby blogger to put in that kind of mileage would generally be prohibitive. Mike’s secret advantage is that his day job takes him around BC, and he has a hand in managing scheduling. Makes those out-of-town brewery visits easier if work is helpfully sending you where the beer is. Mike gets the attention, but Steve is still there plugging away too, on a part-time basis. Together, the two have developed great consistency and are delivering useful beer information on a regular basis.
What’s next Steve’s next personal challenge is homebrewing. He’s already a Cicerone Certified Beer Server, so he’s studied beer at that level, but now he’s starting to get his hands dirty actually making the stuff. Posts in early 2016 document how he’s dragged Mike along with him in this pursuit. Steve Hoffmann As for the blog, new features include a directory map of all BC breweries, and a Donations page. There is a small amount of advertising, but Mike admits he’s not a marketer, so he’s trying out voluntary donations as a way to help subsidize the service. Mike likes the fact that people sometimes use the blog as a way to choose beers; maybe some of the many beneficiaries will toss in an extra couple of bucks as a thank you. Of course, the satisfaction comes from within. Asked what he likes about contributing to the blog, Steve points out “the feedback from website visitors. We have a regular audience, responding about the beers.” They’ve come a long way as beer enthusiasts. But some things don’t change. Asked about his favourite beer styles, Steve says “the dark beers will always be home.” Based on Mike’s t-shirt logo I’d say that goes for both of them.