“Because it’s there”.
These are the three words immortalised by English mountaineer George Mallory when he was once asked: “why do you want to climb Mount Everest”?
George went on to attempt the first ever ascent of the world’s highest mountain and although he ultimately lost his life in the savage snow storms that lash the mountain’s infamous North-East ridge his simple yet deeply philosophical answer lives on.
For me it’s a reminder that we should sometimes do things purely because we can.
I often think of George’s words and they came back to me again a few days ago when I was speaking to an industry colleague about the World Beer Cup taking place in the US next May.
We were discussing the lukewarm response to attempts to encourage Swedish breweries to enter their beers. I get the feeling (I may be wrong) that a common view is ”what’s the point” of spending a couple of thousand SEKs sending beer to the US when many Swedish microbreweries are already working flat-out to meet domenstic demand. It’s a very valid question too and from an economic point of view I agree it might make little sense to send beers to the world’s largest commercial beer competition.
But economics and craft beer have always been uncomfortable bedfellows, haven’t they?
For me craft brewing is a lot about paying little regard to rules, of daring to be different, of following dreams rather than being shackled by spreadsheets. I know some people will think this is a romanticised and unrealistic view of the craft beer industry but it’s mine and for now I’m clinging tightly to it.
The World Beer Cup is widely recognised as one of the most prestigious beer competitions on the planet and is being held next year in the backyard of the country that justifiably claims to be the most exciting place on earth to enjoy craft beer right now.
For a Swedish brewery to send their beer into that level of competition and then to be able to sit in San Diego come May 5th next year as the 90 category winners are announced and hear the name of that Swedish brewery being called out would really be something, wouldn’t it?
And not because it would result in a huge leap in sales back home nor because it might lead in a lucrative new US export deal but because regardless of whether they won or lost that Swedish brewery rose to the challenge of measuring their beers against some of the very best the world has to offer.
Because they took the challenge to see how high they could climb.
Because they realised that sometimes that climb is more important than reaching the summit.
And because it’s there.
Note: In case you are a Swedish brewer interested in the climb the closing dates for entries to the World Beer Cup 2012 is December 6th (so you haven’t got long!) Full details on how to enter are here. I wrote this post not because I am a media endorser of this event (which I am) or because I’m going to San Diego next year (which I am) but because I honestly believe there are competition categories which Swedish beers can excel in.
(but mainly because it would just be so damn cool!)




















