My Twitter timeline has been pretty full today, full of Iron Maiden and FHM; not exactly common bedfellows it has to be said. Evidently, this months FHM features a load of craft beer, as you can see from the image above. The double page spread appears to have beers from some of the bigger craft beer purveyors like Thornbridge and Dark Star, plus some from the newer, or less well known ones like Wild Beer Co. and Tiny Rebel. I’ve not actually seen the issue in question, as my local Tesco didn’t have any copies of FHM in stock when I popped in at lunch, Hopefully they’ll have some in at some point this week so I can have a proper look, as evidently, there is also a six page article featuring that Scottish brewery.
It makes me wonder though, what with events like Craft Beer Rising having just been, SIBA Beer X (with a cracking craft keg list) just about to kick off and the Liverpool Craft Beer Expo, Birmingham Beer Bash and Independant Manchester Beer Convention all still to come, are we at a tipping point? Now that lads mags like FHM are running craft beer articles, are we about to see craft beer going mainstream?
By mainstream, I mean not niche. We beer geeks live in a bit of a bubble, we’re pretty irrelevant in the big scheme of things, a tiny enclave in a world of industrial beer. I doubt that a few hipster beer festivals and lads mags articles are going to change the drinking habits of the majority of the beer drinking population, no matter how much we hope they will. However, I’m assuming the target audience for FHM is mainly late teens, early twenties, so they have the vast, vast majority of their drinking lives ahead of them. If even a few of them become curious due to articles like this and start asking for some of these beers in their chosen night time drinking establishments, then maybe, just maybe we might start to see a few places dabble with getting some more interesting beer in stock. That has to be a good thing, no…?