Brew Masters: Enough to last?10
The latest and probably most recognizable media attention that craft beer industry has been receiving as of, well, Sunday is the Discovery Channel’s new series Brew Masters, featuring Sam Calagione from Dogfish Head Brewery. This sensationalized look at the craft beer industry is drawing mixed feelings from not only myself, but other beer enthusiasts across the web.
My worry started from the minute I witnessed cutesy animations and images that portray a Beer Wars-esque documentary style show. Bloated with lack-luster history lessons and over-simplified commerical brewing processes, Brew Masters may not have what it takes to sustain a long-term viewership. Granted, for us, the “beer nerds” out there — we love this type of stuff. And don’t misconstrue the above into thinking I hate the show. I don’t — I like it. But that’s me, a small portion of what Discovery is probably hoping to reach.
The show, so far, is geared to a very small, niche demographic of viewers. If you don’t love, appreciate and sort of know about beer and brewing, I could easily see how this would put you to sleep faster than Rohypnol. Our star, Sam Calagione, on the one hand has an infectious, happy and cheerful attitude about what he does. You can tell he’s passionate about his company, products and people. But that can only go so far for viewers. There’s no clash of personalities, no tension and no drama. I don’t need any drama but a large majority of viewers do and that alone may keep their attention longer, I think.
It’s only been one episode but with tacky rap interludes that consumed a more-than-necessary part of the last half of the show, and bland dialogue, the question becomes will this be enough to keep viewers interested? Us “beer nerds” and lovers are a small portion of viewers that will stick with the show. In order to keep Brew Masters coming back after this season, the ratings and viewers need to be there. I’m just wondering will this type of script and style of show be enough to loop in the masses? I would hope so, but I fear not.
We’ll all witness over the next few weeks what Brew Masters is at its core and tell whether or not it will be here for the long haul. Personally, I enjoy the concept of the show, Sam and his entire team – but does everyone else? That’s going to be the true test.
What are your thoughts on Brew Masters?
Title photo courtesy of dsc.discovery.com
Shane Holland is the Editor-in-Chief for Passion Beer.
He is a self-proclaimed craft beer geek and an all around lovable dork. He loves homebrewing, everything Philadelphia, traveling and enjoying the pleasures of life.
I see your point, and how these could become issues for the show. I don’t disagree with you, I loved the show and I know others may not. But I offer you this:
I used to know nothing of cooking, yet one day I found myself watching Good Eats on Food Network. It was informative and fun, much the way that Brew Masters is. That was a gateway and now I watch all kinds of food shows (Iron Chef, Good Eats, No Reservations, etc).
I also point to Mythbusters, a very sciency show at the beginning, yet it caught on. Even though most of the population may not have been “geeky” enough to like it.
So I say wait and see, it could catch on and they may change the formula and find that secret sauce that causes the masses to start watching.
I understand what you are saying and I hope it lasts. I am a home brewer and I loved it. My girlfriend was excited about the show as well and she is an avid Food Network viewer so there could be some good crossover here.
I feel the same way. One additional concern I have over the long run (if there is another season) is the possibility of continued collaborations with corporate entities like Sony.
A lot of comparisons have been drawn with the show Ace of Cakes, but I feel Brew Masters could have more in common with American Chopper (minus the conflict drama), a TLC show. When that show began it was fun seeing where their creativity and ideas took them. As the show progressed and became popular companies started commissioning specific theme bikes and the show evolved into an hour long product placement episode with periodic fights between father and son. The bikes were still cool but once creative choices were dictated by money and marketing potential I had a lot less respect for the show. I would hate to see the same thing happen with Brew Masters. Sure, the beer will probably taste great but creative integrity is more important in my mind.
Also, a lot of people are assuming this show will be a boon for craft beer sales, which I view with suspicion. I’m sure Dogfish Head sales will spike but it won’t automatically translate into success for other breweries.
This is a fear that I had as well, the show could get too commercialized and turn DFH into something that the craft beer community would not like. But hearing Sam speak on the show, in Beer Wars, and in other engagements you get a sense that he wouldn’t compromise his credibility for an easy buck. At least that is my hope.
I will certainly give him the benefit of the doubt, but he seemed awfully excited at the prospect of working more with Sony. We’ll see.
Like Mike said, I would *hope* Sam wouldn’t throw out credibility for an easy buck, and he doesn’t seem like the type of person who would do that. However, as they say, everyone has their price…
Here’s my problem with the show as it sits now..
It’s not informative enough to be a documentary/educational type show, and it’s not dramatic enough to be a typical reality show. It was sort of a “here’s these guys making beer with a few beer facts thrown in” and so it ended up bad at both. I didn’t hate it, as a beer geek I loved seeing anything involved, but I thought it was just OK, and the non beer geeks who watched it with me were falling asleep.
If they go more of an educational format I can see it finding a niche with people, if they just decide to stick to the “reality show” format with “OMG! Can we make it in 4 weeks?!” thing, I think it’ll be short lived.
Beer geeks aren’t the audience for this show. The common people are. The people that are watching “Dirty Jobs” will watch this because it is a) Something new to them and b) Mildly entertaining.
I don’t see me sticking with the show long because I already know most of what they will say. But for the average beer drinking (not even craft), Discovery channel watching consumer. They’ll love it.
I’m not too sure about that. I’ve spoken to many people, especially “beer geeks” who watched the show with non-beer lovers, and the overwhelming majority said the non-beer lovers were bored. And I can see exactly why.
It’s no doubt this show *has* to be geared towards someone other than the beer geeks, but if they’re trying to target the non-beer lovers at this point (especially in the first episode), well… they’ve got some work to do.
I can’t stand beer. Never liked the taste of it; just couldn’t get into it. However, I love watching Brew Masters. I think it’s super interesting how these different types of beer are created and the process behind each of them. I love seeing where people’s artistic inspiration comes from and how collaboration can bring something amazing into play. Maybe even though I’m not a beer aficionado by any means I still enjoy this show because of the creativity that’s involved in the process or the small educational value it brings. Plus, people love seeing what goes on “behind the scenes.” Sure people love drinking beer or eating out or listening to music, but people are also curious as to how it’s brewed, cooked, and produced; they like to feel like they’re part of the process. As long as every episode isn’t, “Well this didn’t ferment correctly so we’re going to have to figure out a way to solve the problem or dump a half a million dollars worth of product, which hurts everyone because of the profit sharing…” blah blah blah, I think it’s got a steady future.