Tweet The other day, on the post Spreading the Gospel, someone left a comment complaining that I was disrespecting their tastes by implying that beers like Heineken are crap. I've got no problem with anyone's tastes, I don't judge people based on what they do or don't drink. I also didn't want to imply that Heineken is crap. I am 100% convinced that it is. But that's my opinion and you may or may not agree. But it isn't something capricious, it is based on irrefutable facts provided by Heineken themselves.
Just like wines, beers have their right temperatures for drinking, which vary from type to type. In the case of lagers, most of them at least, (and Heineken is one of them), the right temperature for dispensing is between 6 and 8°C. It is there that the beer expresses itself best allowing the consumer to appreciate all its characteristics, for better or worse. Actually, Czech beer wisdom says that the right temperature is that of the seventh step going to the cellar.
It seems that the people at Heineken don't think so. The other day I saw on the metro the poster shown below:
"Served Extra Cold Experience". I wonder what is the experience of drinking something that you can't taste. At extra cold temperatures the mouth is numbed, nothing can be felt. It doesn't make any sense to sell something this way. Unless Heineken actually doesn't want you to feel the taste of their beer. And they don't want you to taste it because it is rubbish.
This event that took place yesterday (needless to say, I didn't attend it) is no more than a pathetic marketing trick. They want to public to consume a product of low quality the only way it can be consumed, without tasting it, disguising it as something cool and modern. But actually it's an insult to Czech beer culture and tradition and also to the consumers, who are used to products of better quality.
But it's not only Heineken actually. Every brewery that directly or indirectly promotes the consumption of their beers as "ice cold" is saying the same: "I don't want you to realise how awful our beers are".
And please, don't come to me with "it's a cultural thing" or "it's because of the hot weather here" and stuff like that. They are just silly excuses (not to say, utter bollocks). You are served your beer just as cold in winter and you don't drink wine at Artic temperatures no matter how scorching hot it gets. Besides, a lager of at least medium quality served at a proper temperature is just as refreshing as an ice cold one and, in my opinion, a lot more pleasant.
Of course, everyone is free to drink their beer as they see fit. It isn't my intention to change anybody's tastes, but to open your eyes a little so you can see why many breweries sell you their product they way they do.
Choose your preferred Prague hotels and get free transport.