beers

Ale in a day's work.

It's not often you get to combine two excellent things in one place, but luckily on Thursday evening, I managed to get photography and beer together in a giant boozy snappathon.

Now in its fourth year, the Beer and Cider Marketing Awards celebrates the best marketers and campaigns in the industry and is held in the ever hipstery Old Truman Brewery in Brick Lane.

The great and the good from the world of British cheeky beers both large and small were there, and they were treated to several million kegs of craft ales and ciders, plus some proper delicious street food.

My simple brief for the evening was to capture a) the winners in usual awards grip and grin stylee and b) people enjoying themselves, which is remarkably simple once the beer started flowing.

Whilst I was pretty busy snapping away, it was clear the dedication and passion for the products that people were representing - these guys really love their beer (and cider). Among the many winners were Thatchers, Beavertown, Big Drop Brewing Co and the overall winners: St Austell.

I should mention the product packaging while i’m here - some of it is top class nowadays - you could say the industry has really raised the bar on that one (sorry)

One thing in would also note is the venue itself - The Old Truman Brewery is really fun for a photographer - lots of urban decay, interesting light and two different levels so you can lean over and get shots from above.

So ceremony done, weighty silver pint glass awards lifted and DJ's in full spin, I ducked out before it got too out of control, only to realise - ironies of ironies - that I'd not touched a drop all evening and was as sober as the proverbial.

Which reminds me - mine's a pint if anyone's asking...


Tech Corner:
No manual for this shindig - it was all quick-fire AF. That meant lashings of Zeiss Loxia 85 for the candids, some 25mm for the wide ceremony shots and the 35mm f1.4 for wandering around and product shots.