So is this nostalgia a bad thing? Not really. Beer is
nostalgia: things ain’t what they were; you used to get a good pint in here
(sometimes with the phrase once upon a time added, which imbues the statement
with the quality of a fairy tale); it doesn’t taste like it used to (maybe
nothing tastes like it used to); in my day (which suggests that every day is an
endless collection of many days; there is no such thing as a day — Borges
posited that there had only been one man throughout history in a poem whose
name eludes me at the moment). The beer that sits eager and anticipatory in the
glass has the ability to take us back in our own personal time; bugger the
biscuit that Marcel Proust nibbled on and led him to spending years in bed
writing A la recherche du temps perdu, a glass of beer has the power to take the
drinker back time and time again, whether it’s to a pub, meal, meeting,
sporting moment or even just a moment of discovery. This is beer’s strength but
it is also the way that it cannot escape from nostalgia. Mind you, the future
is overrated, while being modern means nothing. I’ve seen breweries use phrases
along the lines of ‘Modern beer for modern people’, which is as meaningless as
pubs that have ‘bar & kitchen’ attached to their name; though no one has
yet used something like ‘yesteryear’s beer for people living in the past’. I
wonder why.
This is inspired by an essay I am working on at the moment that looks at memory and beer hence its rather inchoate nature
Banks's once described themselves as "Unspoilt by Progress" which is almost the same thing. And now look what's happened to them :-(
ReplyDeleteI think there's quite a lot going on when it comes to any product using nostalgia or the past. In the book's cases, you've got the feeling that there's still a lot to learn about past event's ; be that a new angle on an old, well-worn tale, or in the case of Zythophile, technical information that might help you personally understand a brewery, style or beer.
ReplyDeleteIn terms of marketing, the nostalgia ticket appeals to both young and old - that's why it's so powerful. The young use it to validate what they are doing now; an attempt to tie in with something that has the one thing that they don't - a history. Couple an event like IndyMan (new beer) with a historically-important building (Victoria baths), and you've got a perfect storm; history, newness, and a sense of social pride in using the space. The older generation have a powerful, emotional link to the brand, beer or - in fact - anything, that reminds them of the 'good ol' days' and immediately makes them feel included.
It's not just beer - the food industry does this on a much, much larger scale.
At least it wasn’t unsoiled by progress
ReplyDeleteLeigh (congrats for the award BTW) everything is sold by nostalgia, even stuff that is supposedly modern — we are trapped in the past.