...it's work Jim, but not as we know it...
Sep 08, 2025
What's Up?
Sorry for the slightly dodgy Star Trek reference in the Subject line - not my thing but seemed somehow to be appropriate.
Please take a deep breath. You're about to hate us.
I am writing this from Tuscany where Graham and I are both having a hard weekend "working" at villaggiodellabirra.com - well, OK this is super pleasurable work - pouring our beer, talking about our beer and of course helping them ensure no stock of any of the other few hundred beers on parade is wasted - that and telling anyone who stands still long enough that Alton's Pride won the award at the World Beer Awards for the World's Best Bitter under 4.5%! In seriousness all this is important work in getting to better understand the continental market and meet some distributors, but it doesn't suck as they say!
Just finished a "workshop" session with some of the Italian press and a who's who of Italian and Belgian brewers... have no idea what the guy was saying in translating, but seemed like people nodding politely so I think he might have had a pre-written script of his own as I am sure I was not making that much sense!! Luckily Graham was there for the bits that needed brewing smarts!
What's On?
Slightly lower res graphics this time as a more "mobile" writing experience... but
Alton's Pride 3.8% Best (literally) Bitter
Moondance 4.2% Pale Ale
Sundown 4.3% Golden Ale
Satisfaction 3.4% Golden Session Ale
Pressed Rat & Warthog 3.8% Dark Mild
Black Velvet 4.2% Oatmeal Stout
Dazed and Confused 4.6% Extra Pale
Comfortably Numb 5.4% Strong Ale (usually 5% but this batch🤷♂️?!)
What's about?
Well it would be remiss of us not to include some pictures!
The calm before the storm - 5,000+ expected very soon!
And the bottom picture - exploring the streets of Siena this morning during downtime.
We are very lucky to work in this industry. Why? Not just because of our first ever international beer festival - though that is a treat... but because the people in hospitality and brewing rock. That means you for the avoidance of doubt.
Thank you for you support and hoping we can get you to mimic the work we are doing this weekend in the coming weeks.... pouring our beer and talking about our beer!
What can we bring you this coming week?
Va bene
Xen
P.S. - since we are being all European today...
What is heaven like?
You die and arrive at a hotel...
The receptionist is English,
The chef is French,
The head of entertainment is Italian
The manager is German
but if you have not been so good you might go to hell...
The receptionist is French
The chef is English
The head of entertaining is German
And the manager is Italian!!
Tell you what though - these Italians can throw a hell of a beer festival! Lovely people too.
Ciao!! Xen
