While flipping through the pages on Scanorama, the glossy in-flight magazine of Scandinavian Airlines on my way back from the UK yesterday I came across one of the most positive pieces of coverage for Swedish craft beer I’ve ever seen.
Remarkable really as the beer itself is only named once, in passing, in the final line of the picture caption.
So why am I sitting here then bubbling with excitement as though I’ve just got 13 right on the horses? Well it’s thankfully not what they say about the beer but how they present it to the reader that is so significant. The article itself is a glowing review of Stockholm’s ultra-trendy Sturehof restaurant and particularly their renowned 5 sorters sill dish (5 types of marinated herring) which is hugely popular with tourists and the beautiful, champagne-drinking, slicked-back hair ‘Sture-brigade’.
But rather than the waiter pouring up the expected bottle of chilled Alsace what is that he’s delicately decanting (Ed note: if I’m being picky with perhaps just a touch too much head) into the glass? Why it’s none other than a bottle of Landsort Lager from Nynäshamns!
This is exactly the kind of image I want people to see, where great beer is finally seen back in its rightful place at the dinner table of top restaurants. Well done Scanorama for showing your readers another side of this country’s favourite drink and take note the rest of you working in the Swedish media!
Is coverage of craft beer finally taking off in Sweden?
Great to see!
Lived too long in Sweden? Do correct me if I’m wrong but I really enjoy Swenglish missayings!
Hehe, sorry Darren, but 13 right is when you bet on footy games like stryktipset, and ”on the horses” (”på hästarna”) is a bit Swenglish…
http://www.allaroligahistorier.se/svengelska.php
Quite excellent that craft beer is getting a more ”glamourous and trendy” coverage in the papers. I recently read two articles in DN on the web by Ulrika Nyström Ljung which I thought brought a fair perspective to Swedish craft beer.
It would seem that the written press is finally taking a little input from us ”nerdy beer bloggers.” Finally.
On another note, didn’t you, Darren, state that you would never write about pickled herring? In mentioning it, have you not broken said promise?
Daniel
@Joe – actually the fact I got this wrong proves I haven’t been fully assimilated yet! And Daniel – you’re bloody right, I’ve broken one of the fundamental pillars of this blog in writing (however fleetingly) about herrings. I’ll drink Pistonhead Summer Lager for the rest of the week as punishment.
Placing a bet ”On the ponies, on the geegees, on the horses” is perfectly fine……at least in our colloquial English. Can’t vouch for how Americans would say it.
Haha what I mean was saying something like ”5 right on the horses” seemed a bit weird, but I’ll gladly accept if this is in fact how you could say it when meaning: ”I got 5 right when betting/placing a bet on the horses”
I promise I won’t comment anything about Swenglish in the future!
Darren, you will be greatly missed! There is no way you can survive a week on Piston Pish. Pardon my French.
R I P
/Fred