#57: John Holl | Beer Edge

Explicit content warning

07/20/20 • 85 min

We put a temporary hold on the Monday Morning Ratings War this week to welcome John Holl himself - our nemesis // respected veteran industry journalist we hold in particularly high esteem - for a virtual conversation!
In all seriousness, John is part of the very short list that makes up the top echelon of journalism in the beer industry. His extensive resume includes authorship of countless articles in the industry's leading magazines (All About Beer, BYO) and multiple books, one of which - Drink Beer, Think Beer - shares the name of the podcast he currently hosts which ultimately made this all happen in the first place. In this eclectic conversation, John puts the uncomfortable level of reverence Matt and Noah have for him aside, and walks us through his entry into journalism, his move to focus exclusively on beer, and the ways he's adapted to a media landscape that has changed just as rapidly as the industry it covers. We also get into John's approach and perspective to journalism itself and how he balances objectivity within it, dissect the relationship between deadlines and hangovers, and discuss how the beer industry slowly but surely seems to be spurring more positive and broader conversations about its own narrative.
While found the perspective of one of the most highly-regarded people covering the our industry extremely insightful and hope you do as well...John Holl is still our rival. But this conversation might have shifted our approach in the ratings arena from that of a starred general to more of a multi-cause telethon operator.
Bring on the ratings, PERIOD!(?) ......................................................................................................Music: "Mountain Climb" by Jake Hill

Previous Episode

#56: Prime Time for Lime

Matty and Noah are alone once again, ready to tackle a particularly long list of topics. First and foremost - SHIRTS ARE IN!!! They're honestly sicker than expected, resulting from the exponential power of multiple former guests, and are the best way to support the podcast with a lil' panache. Next, the guys provide an update on the rating war with John Hill, tease Noah's Steal This Beer appearance, and also talk about COVID-19 finally making its way to Milo, Maine and how it led the brewery to stay closed for the peak sales of 4th of July weekend. Closing stung extra, as it prevented Matty and BBB3R from selling the brewery's annual lime lager and answer to Bud Light Lime, Dangol (pronounced "DANG - OL'"). After conducting the podcasts first (and maybe last) blind-tasting ever, Matt grills Noah on Dangol's interesting and multifaceted origin story, how it has evolved, and the ins and outs of where the recipe and concept stands this year. Noah gets specific on corn and ingredient sourcing and how and how many limes are processed for the beer each year, and also laments the disappearance of a very niche tool that has made the beer possible every year. Plenty to chew on here, so let your thoughts be heard by leaving a review on Apple, DMing @GrainingInPod on Instagram, or even buying a particular item of incredibly hip and cool clothing that will make all your pals say, "NEAT-O, friend-o!" ............................................................................................................
Music: "Mountain Climb" by Jake Hill

Next Episode

#58: Zac Ross | Marlowe Artisanal Ales

Matty and Noah are talking remotely with the Kryptic Kid, the Vibe Valet, or simply the current head brewer at Twelve Percent Beer Project: Zac Ross. Though he and Noah are the same age, Zac's worked in 500% more breweries, including Voodoo, Kent Falls, The Answer. These days, while he's keeping the day-to-day in order at Twelve Percent's largely contract-based production facility, he's also producing beers for his own brand, Marlowe Artisanal Ales. His interesting arch in the industry isn't neglected from the conversation, but all roads of dialogue keep leading to Marlowe - a brand named after the proverbial Boss Ross (Zac's grandfather) that produces almost exclusively on sessionable, lower ABV beers. Zac breaks down the particular advantages Twelve Percent provides people like himself, who want to eventually open a brick-and-mortar brewery, but are getting their beers into the world at scale, in a way to give their goal steam.
Brewing philosophy dominates most of the conversation, with Zac's admittedly vague and "vibe-focused" approach providing a fun contrast to Noah's more obnoxious and verbose angle to discussing the profession they both love so much. This was a fun one, and ultimately takes a long look at the relationship between the place a beer is produced and the person that conceived of it. Also, tacos ............................................................................................................Music: "Mountain Climb" by Jake Hill