Randy Sez; Ray Recipe Formulation: Art Sez!

• As an artist, it’s your job to mess with people’ heads!

Recipe Formulation: Art Recipe Formulation: Art

• No Scientific definition of good beer • Why are you brewing? • Miller Lite same as Bigfoot – Amaze people – (May be better ) – Brew something authentic • Personal – Historical research • Societal – Self-pleasuring • Subjective – Express creativity – Win competitions

Recipe Formulation: Art Recipe Formulation: Art

• Science serves the ART of brewing • Art has methods, logic, a science – Elimination of “flaws” – Beyond brewing by the numbers – Economy – Beyond just hitting the style – Consistency • Best beers have something else – Predictability

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• Best beers show artistry! • Aesthetic principles that apply – Personality to all arts – Synergy • The abilit y t o t ouch peopl e – Memorability – Beyond brewing by the numbers – Depth – Beyond just hitting the style – That certain something – Wonderfulness

Recipe Formulation: Art Recipe Formulation: Art

• Unity, harmony—the Big Idea • Tension/balance – All elements in composition work towards – Two sides of same coin artistic goal – Makes use of contrasting, oppositional • Relentless level of craft elements – Freedom from distractions, flaws • Hop/malt – Attention to detail • Acidity/sweetness • Sweet malt vs. roasty, toasty – Little things add up

Recipe Formulation: Art Recipe Formulation: Art

• Tension/balance • Depth/complexity – Usually 2-way, can be 3-way:Malty, hoppy, – That unique twist—surprise people! toasty – Threshold as well as sub-threshold levels – May be more w/acidity, fruit, smoke, etc. – Don’t use paint right out of the tube – Maintains interest—“drama” that plays out fresh every time – Layering • Similar flavors added together • Different ingredients with similar qualities

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• Relevance to audience right now • Discretion & economy – Timid or avant garde – Finish it, then take one thing away – Hophead homebrewers – Don’ t be afraid to understate things – Or: “What’s your lightest beer?” – Exuberance a good thing, but • Push them a little • Such a thing as too much • Bitterness, maltiness, alcohol – It’s your duty as an artist! • Spicing – What will surprise, delight?

Recipe Formulation: Art Recipe Formulation: Art

• Consider the arted • Aroma and the brain • Hardware: physiology – Ability to stimulate powerful psychological responses – ThflTaste, aroma mouthfeel • Memories, emotions – Visual presentation very important • Incredible leverage for art… • Software: psychology • But uncontrollable – Appetite and expectations – We are not always in charge • Personal – Emotional memory=leverage •Cultural – Expectations are key • Universal

Recipe Formulation: Art Recipe Formulation: Art

• Non-linearity • Know your ingredients – Matrix flavors • More variation than you think – Sub-threshold flavors • Don’t assume anything – Masking • Taste, taste, taste! • One chemical covers another • Vanilla covers up off-aromas • Understand the chemistry • High hop rate masks oxidation • High carbonation masks hops

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• Think of process like an ingredient • Style & expectations • Adds flavor, texture, aroma – Styles can be useful shorthand • Time, temperature, technique – People drink with their eyes and ears, too • Fire brewed, sky blue waters, beechwood aged • Make sure it all works together – Shorthand for more complex ideas, emotions & memories – People want help about how to think about your beer

Recipe Formulation: Art Recipe Formulation: Art

• Style alone not enough • Ideas: Inspiration is all around you • Have an idea, a BIG idea – Old world brewing traditions • A concise description: – American brewing history – Local/regional history – “A pale beer with lots of personality” – Cuisine – “The richest porter in the universe” – Ethnic origins – “The creamiest cream ale” – Other creative brewers – “The brownest-tasting brown ale” – Other beverages

Recipe Formulation: Art Recipe Formulation: Art

• Ideas: Bridging • Ideas: – Applies attributes from one category to another Amplification – Cranks up the volume on a particular quality – Gingerbread ale, white chocolate mousse – “Hyper hoppy” beers (desserts) – “Super” fruit beers – Chai, ginseng beer (tea/botanicals) – Quadrupel bocks & abbey beers – Barrel-finished beer (spirits) – Other high-alcohol beers – Maple buckwheat ale (breakfast)

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• Ideas: Historical fantasy • Ideas: Ingredients – Takes historical nugget, uses in new way – Focuses on unusual ingredient – Peat-smoked Scottish ale – Red rice pink pils – Wassail holiday ale – Cocoa porter – “Pirate” stout – Toffee ale – Indian popcorn ale – Huckleberry ale – Southern sorghum beer – Espresso stout

Recipe Formulation: Art Recipe Formulation: Art

• Ideas: bending the rules • What are you trying to say? – The familiar thing, but with a twist • How do you want people to feel? – Honey wheat • Taste it in your head; virtual beer – Amber witbier • Everything works towards the idea – Abbey weizen – Recipe, process, yeast, etc. – Porterweisse – Edit! Not every trick in every beer – A purpose to every element

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• Make it memorable! Science!

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Color • Put a stake in the ground! • Say it with numbers! • Forget how you feel! Bitterness • Put it in the box!

Gravity

Not this complicated!