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Social Media, Branding, Diversity & Non Beer
When choosing guests for The Crafty Pint Podcast, we like to invite people we know have good stories to tell (which, in fairness, doesn't discount many people working in beer) and a particular area of knowledge, expertise or insight to share with listeners and viewers.
In the case of Amanda Baker – Bakes to most – they were high on our priority list even before we launched our first episode, but then leapt to the top when Will spotted something odd going on with the Instagram account Lost Palms, the Gold Coast brewery at which they work: everything the brewery had posted in seven years disappeared overnight to be replaced by a series of stark, mysterious posts.
Attention captured, Will suggested we get Bakes on straight away, which technically meant they were coming on for a discussion around social media, marketing and branding. But, as anyone who's met Bakes knows, we were never going to pin them down to something as straightforward as that.
So, settle in for a chat that, yes, looks at the new approach Lost Palms are taking and what sparked the change in direction, but also examines branding more widely – not least as they're involved in the launch of new energy drink SAYG.
A year on from Bakes' appearance in one of our most widely read and discussed articles of 2023, Chronically Crafty, which explored working in beer with a chronic medical condition, we reflect on the impact that had and how to keep those discussions going.
Meanwhile, Bakes' recent trip to North America – during which they stayed with meme legend Wort Wrangler, brewed collabs with Seek Beer Co and Dominion City, forced themselves onto the Jester King workforce, and met up with Ren Navarro, the founder of Beer Diversity (now B.Diversity) – sparks a conversation about community and diversity in beer.
Essentially, it's a few episodes rolled into one, with a preamble in which we discuss the phenomenal number of Oktoberfests in Australia this year, New South Wales' first off-grid brewery, Mick Wüst's deep dive into life in a sensory lab, and opening registrations for Pint of Origin 2025.
You can find the episode on Spotify, Apple Podcasts and YouTube. Feel free to like and subscribe – and if you are enjoying the show, please rate and review it too (not least as we keep forgetting you to on the show itself) as this can help us reach more people.
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James Smith launched The Crafty Pint in 2010, two years after moving to Australia from the UK. He was taken to Mountain Goat within weeks of landing in Melbourne, joined their indoor cricket team, and is still navigating the rabbit hole that is craft beer to this day.
The beers that turned you on to good beer:
- Watching pints of McEwan's 80 Shilling settle when visiting family in Edinburgh.
- Pints of flat Bass from the jug at the Cap & Stocking in Kegworth.
- A first Paulaner Hefeweizen when working in Munich in 1998: “This smells of bananas!”
- Castle Rock Harvest Pale – how could a 3.8 percent ABV beer be so good? (It turns out it was an early example of the three Cs – Cascade, Centennial and Columbus – in an English bitter).
- Dogfish Head 90 Minute IPA poured through hops at the Sunset Grill in Cambridge, MA, in the company of a man who turned out to be the Beer Nut (while we were both covering a double murder case at the time).
- Ordering a Mountain Goat Hightail on my first day as an Aussie resident as it was local and I’d never heard of it; “A dark Australian beer; well I never…”
- Murray’s Icon 2IPA at Beer DeLuxe Fed Square, recommended by a guy I’d not long known who's now the main man at Fixation, served by Mik Halse, now head of sales at Hawkers. How could an Australian beer smell as good as that?!?
You've got three beers to turn someone else on to good beer; what are they and why?
- Any really good, fresh and balanced West Coast style IPA. Punchy hop aromatics are the most obvious way to capture someone's attention and these IPAs, done well, present the key components in beer (if you're sticking to just water, malt, hops and yeast) in harmony yet with the volume turned up.
- Saison Dupont. Arguably a selfish choice here as I bloody love the broad saison style and dearly hope it will finally take hold in Australia one day. Given a choice, I'd probably crack one enlivened with Brettanomyces like Molly Rose Matilde for myself but, when it comes to turning on someone new, you've got to go with the classic.
- Rodenbach Caractère Rouge. Because if you don't enjoy or can't appreciate this beer, I'll never win you over. And because Filip, the fruit and wood specialist at Rodenbach that designed it, is a beautiful human.
The last beer you enjoyed:
Fixation IPA at The Incubator.
Three things that represent you:
- The Soft Bulletin by The Flaming Lips
- Catch-22 by Joseph Heller
- Golden Plains
NB All articles written by James in the first eight years of the site appear as By Crafty Pint. Today, that's used for collaborative efforts by the wider team.
