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I have seen this mentioned a couple of places on the site about this publication launched by the Irish Brewers Association (basically Diageo, Heineken and Inbev), part of IBEC "A guide to promoting your favourite drink".

I came across this booklet recently at a Carryout Offlicence and must say ss booklets go I think it is pretty good. Does some nice beer and food pairings, e.g. Caesar salad and Pilsner, roast leg of lamb with irish brown ale, oysters,lobster or crab with Irish stout or Bohemian Pilsner no less.

The unusual thing aobut the booklet is that it gives a good background and ideas about quality drinking while the organisation behind, its members between them, in my opinion, produce little or no good products of any consequence other than stouts with the excecption of Inbev who import some decent beers but they are not a producer in Ireland either. Strange that an importer only can be allowed call itself a producer by IBEC!!!!!

I think it is a brave move from them to put their heasds on the line producig this booklet as their products ranges/quality reflect very poorly against the beers mentioned.

Anyone else seem this booklet or have any opionions re same.

Yeah, we discussed it back here[/url:29713d7o], and I've since met the guy behind it.

It seems the gist of it is to promote beer -- all beer, any beer -- to people who wouldn't normally drink it: the winies, the foodies and the like. The intention is to counter the image of beer as a pint-down-the-pub product, presumably because that market group is staying at home more.

I think it's a sound idea, but I definitely think it would work better if they gave drinkers a bit more help and actually named examples of the recommended styles and told people where they could get them.

The weirdest thing out of the whole campaign is that, apparently, the pub trade are very enthusiastic about it. It surprises me because I'd say there are very very few pubs in the country where the beer [i:29713d7o]or[/i:29713d7o] the food is up to it. What do you do after you look up from a leaflet about lobster with pilsner to see a bar offering peanuts with Coors Light?

Anyway, it's a three year gig and I'm still reserving judgment. They're running a Beer Academy at Taste of Dublin next month which I hope to attend, and they're flying in a proper beer sommelier[/url:29713d7o] for it. Expect a full report.

Oh I have taste of dublin tickets! which day are you going on? Any more info about this beer academy?

I'm there on the Saturday evening.

Info on the Academy thingy is on the Taste site here[/url:3enc7gep].

mine are for friday. we'll compare notes.

Richie, has you changed your nick to protect your identity? <!-- s:D --><img src="{SMILIES_PATH}/icon_biggrin.gif" alt="" title="Very Happy" /><!-- s:D --> It's not quite geeky enough yet, but it's a step in the right direction <!-- s:lol: --><img src="{SMILIES_PATH}/icon_lol.gif" alt="" title="Laughing" /><!-- s:lol: -->

What's the deal with the Taste of Dublin festival? I see that you can buy "currency", but no mention of how much that currency will get you. It looks very interesting, but I don't want to fork out only to get inside and realise I've been ripped off. Any insider info would be welcomed.