Beer, Friends, and Time Off
On September 6 the Ukrayina Exposition Center was awash in beer suds. The consumers obviously did not mind the cold, unlike the brewers, who traditionally resort to active advertising in the fall to boost sales for their brew.
They succeeded on that day, with beer flowing like water and retailers losing count of barrels and liters of beer guzzled. Upon entry, guests of the beer bust encountered rows of various snacks. Fully loaded with smoked bream, fish, other delicacies, and cupfuls of shrimps, beer lovers drifted from one stand to the next, stood in line for more beer, and occupied vacant tables along with lawns with fountains. A few hours into the celebration, most guests were in an equally festive mood evident from their walk and talk. Some stood in the line for balloons for their children, who did not find the festival too entertaining, listened to bands, acid rock by local deejays, and songs by young ladies. However, most people needed no more entertainment, although beer-drinking contests still pulled crowds, along with karaoke contests with beer bottles for prizes. One could also spot competitors complimenting one another, although each was certain that his beer was the best.
“And rightly so,” says Roman, a man of impressive proportions, “since they put their heart and soul into it. Good beer must be clear, necessarily light (if it’s dark it’s not beer anymore), cold, and must be drunk in the morning, but not too often. Of course, I like beer. Just have a look at my shape. I could easily lose ten kilograms, if it wasn’t for beer. But this is a weakness I can live with.”
His major argument in favor of drinking beer is: “It’s worth drinking it because today, especially in Ukraine, customers prefer stronger drinks.” Meanwhile, the very notion of addiction to ale, which is among the world’s major concerns, does not exist for Roman.
“Some two hundred brands of beer are brewed in Ukraine,” says Oleksandr Romanchuk, also a representative of one of the breweries. “National beer brewing originated in Lviv. Lager is the popular choice. It’s a wonderful beverage, tranquilizing and stimulating at the same time. But it’s best drunk without snacks. Believe me. I’m an expert.”
Now there are brands for all tastes, be it a Ukrainian brew or a famous Danish or Belgian brand brewed in Ukraine. The customer always benefits from a wider choice.
As for this festival, it can be considered a success if only because everyone is left satisfied: sellers with their receipts, brewers with new contacts, and consumers well lubricated. Incidentally, aside from selling beer, brewing equipment was on display in the next pavilion. Meanwhile, the simple folk delighted in their customary joys: beer, friends, and time off.
