Re-imagining Beer: Crafting a New Voice for the Industry | Zachary Rosen, Beeroretical Technologies

Through examples and a little storytelling, Re-imagining Beer: Crafting a new voice for the industry, will guide the audience through an experience that equips them with tools to develop engaging stories around beer. Zach Rosen will describe how to cross pollinate personal influences, traditional media, and new technologies to form innovative and unique expressions for any medium. By weaving a strong voice into one’s work, we can collectively push the creative limits of beer and change how the world thinks of it.

Transcript

2. ReImagining Beer: Crafting a new voice for the industry By Zachary Rosen
3. It all starts with a thought... • The DNA of a beer is in its concept not its vines • Beer is bridging history, future, and humanity How do you think about what you haven’t thought about…?
4. Questions upon questions...
5. The Grain Experiment • Going beyond the four ingredients: temp, time, nutrients, enzymes • Brewing is just the birth of beer...that baby has a whole lifetime ahead of it • It’s not just what we drink...it’s how we drink!
6. Beer is not an experiment (even when it is)… it is an experience…
7. The context of the moment • We live in a multisensory world… ...Have you ever smelled the Mona Lisa? • Always calculate for biological functions • In any given confined space… ...at least one person needs to fart.
8. Feeling all physiological and stuff... Experiencing beer is more than taste and smell… To be technical: Crossmodal Perception This is true if you’re humans...but what if you’re...
9. But what about Crab People…? • Crabs sense their food and drink through antennae • Without opposable thumbs glass holding becomes difficult • Crab people have evolved glassware based off of the shells of other defeated crab peoples
11. Crafting a Story Going beyond food pairings • Movies • Music • Scenery • Reading • Conversation How do you like to experience your beer? In a 6-pack, what makes one beer feel better than the others?
12. Here’s a little of my story There’s a story in everything...and we all have one!
13. Embracing Eccentricity We are all snowflakes! It’s what makes you, you! Be your interests… your passions… be self definitive!
14. Discovering Creativity Nothing creative will ever come from doing what’s already been done... ...But everything is a composite of everything you’ve ever experienced. Creativity does not come from answers but from questions... ...And you don’t need to answer immediately.
15. Who’s your audience? Set unobtainable goals! Keep reaching for the stars… ...You’ll never reach them: But at least you got high.
16. Design Terms Whether writing an article, designing an event, or making a social media post… ...Everything should have an intent.
17. Synchronization “The operation or activity of two or more things at the same time or rate.”
18. Affordance “What the environment affords the individual”
19. Melody • A story should move • Movement happens through dynamics…not statics • No one wants all rise... Always drop the bass!
20. Evocation “The act of bringing or recalling a feeling, memory, or image to the conscious mind”
21. Break things... • If you understand the rules...you know how to break them • It is okay to do things we were told not to do… • Learning about beer will teach you how to break it...
22. Nonlinear Design
23. Other pretentious terms… • Cohesiveness • Systematics • Vulnerability • Information Visualization
24. Flavor as a language
25. Structuring flavor
26. The Future is now
27. Let’s make something of it... • Custom Batch • Randall • Homebrew Clubs • Challenge your brewers • Push their limits • Give your audience something to remember • Every city has local artists, musicians, & creatives that also need support
28. And ultimately... It is just beer… If you’re not having fun… Then you are drinking it wrong.