We live in a time when everyone can be a critic. Anyone can go on Rotten Tomatoes and rate the last movie they saw. Anyone can go on Yelp and review the last restaurant they went to. Anyone can go on Untappd, RateBeer, or Beer Advocate and rate the last beer they drank. Anyone can start a blog and write about whatever movie, album, or book they just enjoyed or hated.
It is the democratization of criticism. However, is it criticism worth listening to? I recently read AO Scott’s Better Living Through Criticism. It is an interesting book for anyone involved in any type of creative endeavor. He wrote the book as an argument for the need of the professional critical class. He explains the origins of criticism, how it is practiced by professionals, and the goal of good criticism. The book also serves as a for users of Rotten Tomatoes, Good Reads, and RateBeer to criticize better. So from Mr. Scott’s general thoughts on criticism to a more specific area of criticism: What is a beer critic?
Let’s start with is the point of the existence of critics.
A critic is a “professional appreciator.” The best critics have the ability to be moved emotionally by a piece while at the same time explaining to you why they were moved. A critic should be able to take the component parts of a work apart, examine them, and tell you why they work or don’t. Yet, at the same time the critic should be able to convey the emotion conveyed when those parts are assembled. In other words, tell you why a certain camera angle at a precise moment can move you to fear or happiness or tears.
While telling you why something does or doesn’t work or is or isn’t beautiful is important in some sense, what exactly is the need for critics? Is a critic someone who defends the traditional, champions the unknown/underappreciated, or are they cheerleaders for what’s popular at this very moment? To answer that, lets break it down into 4 sections: How do creators see critics; How does the public see critics; What do critics think they are doing; How does all that effect what the modern critic actually does.
Series and rigorous critics consider themselves part of the creative process. A slightly removed part, but a part nonetheless. Most critics began their critical lives as creators. Most movie critics studied screenwriting or directing. Most book reviewers have a manuscript or two tucked away somewhere. Most beer writers have sat in garages on Saturday morning boiling wort.
The critic stands between the creators and the public fostering a conversation between not only those two groups but for creators and for the public to have among themselves. To me the critics job isn’t to tell anyone whether a movie, album, book, or beer is bad. It is to tell you whether it is successful in attempting to do what it attempts to do. Good or bad are value judgements that can only be made by individuals.
Creators see critics as meddling know-it-alls. Dilatants sitting outside the creative process throwing stones and making assessments about things they know nothing about. When faced with a bad review, creators will often fall into, “They just didn’t understand what I was trying to do.” Here is the critic’s defense: Good reviewers usually have an excellent idea about what the creator was trying to do. In a world where the critic and the creators are in a dialogue, the critic is free to tell the creator I know what you were trying, but you failed and here is why.
The difference between a critic and a website reviewer is the Untappd user will give a beer 1 star and put the comment “this sucks” with it. A critic explains that the beer was an attempt at something new and creative and then why the beer failed. Unfortunately, creators often lump both of those reactions together.
The public sees the critic as a utility. The reason people love rating websites is that they point them in a direction. Critics help cut through all the clutter and noise to find the stuff worth enjoying. There is a finite amount of time in the world and too much of everything. Around the world, almost 3000 movies come out every year. In the US alone, somewhere around 300,000 books come out every year. There are over 4000 breweries in the US and if you say they each produce around 7 beers each, you are looking at almost 30,000 different beers. The critic in part should strive to make the average consumer’s life a little bit easier.
So, combining those points of view, what is it the critic actually does in a modern world? The critic has no job if the public doesn’t read him. So, a job of the critic is to find the worthwhile and present it to the public in a clear and concise way. A good review should get across the basics of a beer and whether it is worth your while to seek it out and drink it as quickly and as entertainingly as possible.
A critic should also write the review so that the creator can get something out of it. By saying what worked and what didn’t with as little judgement as possible, makes the review more palatable for a creator if it is a “bad” one.
The critic and the creator should also engage in a continuous conversation about what they are doing and where their creations stand with respect to the past, present, and future.
That is an important conversation. In beer, annotated styles are snap shots in fixed point in time. Styles shift and change as the public’s appetites change, ingredients become more or less available, and as the brewers (who are creative people) take chances with their creations. Take the ubiquitous IPA. Just in the last 10 years the American IPA has shifted and changed. If you consider what we call an IPA with the first IPAs shipped from England to India, those beers only have a passing resemblance to each other. In my mind, it is important for critics and creators to talk about what was, what is, and what the future may hold.
So, what is it I want to do as a beer critic. First, I want to explain why a beer is successful or isn’t successful. Meaning, did the brewer do what they set out to do? I want to tell you that so you can make the decision as to whether you like it or not. I never want to use the words good or bad or any of their synonyms in a review. I can only tell you what it tastes like. I can only explain whether I think it is a successful interpretation of the current style guidelines, a return to the original intent of the first brewers of that beer, or whether it is the herald of a shift in the style.
Second, I want to think about where beer is going. What will affect who, what, where, and how beer is made in the future. We are at an interesting time in beer. Two things are occurring simultaneously: Consolidation is creating ever larger beer companies as beer drinkers are getting more localized in the beer they want. I think the growth we have had for the last five years will slow. Urban areas are getting saturated with breweries and those breweries will start to close and consolidate with each other. However, it is the smaller towns and more rural areas where growth will continue with breweries opening up in 15,000 people towns away from urban centers allowing everyone to have a beer to call their own. While at the same time the big beer companies are no longer going to build breweries pumping out the same beer all over the country. Instead they are buying regional breweries and helping them flood their local markets.
I’m making my life harder. I started off, just wanting to drink and write about beer. Now, I’ve elevated myself to the role of critic and all that I put into the meaning of that word. God, this will be fun.