Malin Norman: What the Argentines can teach us about celebrating our fantastic brewers

By Malin Norman

From time to time, people tell me that beer competitions are not important. “That’s rubbish,” I think to myself. If you have ever attended a beer awards ceremony, you will have seen just how significant they are. Similar to Argentine football fans, known to go bananas when their country wins, the beer competitions in Argentina know how to put on a show and celebrate their brewers in style.

Let me set the scene. Imagine finding yourself in the middle of a party with around 800 people mingling and enjoying free beers. The host appears, dressed as a circus director in a purple suit with gold details and a top hat, glittery makeup and a cheeky smile. After him comes a clown – don’t be scared – and more circus-themed characters. The music is pumping, a drone sweeps over the crowds, and a TV crew is interviewing members of the audience. The anticipation is building and then, boom, the action begins on stage.

What on earth is happening, you might wonder? This, my friends, is how they celebrate their brewers in Argentina. In May, I was one of the beer judges at Copa Argentina de Cervezas and South Beer Cup, two competitions run in parallel, in Buenos Aires. Whilst South Beer Cup honours the best of South American beers, Copa Argentina – the larger of the two – focuses on national beers, and winners in both competitions were revealed during a spectacular gala.

Martin Boan, co-founder of Copa Argentina de Cervezas and South Beer Cup. Photo: Copa Argentina de Cervezas

At a relentless speed, medals were announced. Brewers stormed to the stage, received their award, cheered as if they had won the Olympics, and the audience went crazy. Photographers got their pics and then the next medal was announced, and the next, and the next. More than ten years ago, I attended the awards ceremony for these competitions and, truth be told, this was my main reason for pursuing beer judging. Who would not want to be a part of this extravaganza?

Now to all Scandinavian breweries, pretty please enter your beers into competitions, national and international – so that the world can see how good they are, and so that the brewers can get the recognition they deserve. And to any doubters, go to a beer awards ceremony and see for yourself. Surely, you too will be convinced that this is not only a celebration of the brewers’ skills and hard work, but a moment to party together – Argentine style.

Malin Norman