Summertime in Tbilisi. Summertime in Tbilisi is hot and nothing goes better with hot than beer. And what better represent “hot” and “beer” than this?
Yes, that’s right. Tbilisi’s very own “Beerfest.” Never heard of it? Why it’s world famous…in Tbilisi. Ok, ok, …to be fair, this is a company and not city sponsored event and only the second or third year that they’ve had this (and not surprisingly, again without much success). You see, a celebration of beer in Tbilisi is like a celebration of chow mein in Paris. Not that people here are against the idea of a “beerfest” or beer in general mind you, but when you think of good beer drinking…you don’t think of Tbilisi – even when you live here. Personally, I am also fan beer and “beerfests.” In fact, I would love to have a nice cold beer on a hot day….know what? I think I’ll grab one now….
OK, I’m back. So…I actually didn’t go to the “celebration of ale” (and and happily so as from what I understand the beer was tepid and expensive, the cups were filled halfway with foam, the live entertainment was awful and most importantly – there was no tall, leggy, Nordic girls running around in low cut German peasant girl outfits.). “So why post it?” you might wonder. Well, a) it gives me something to post and 2) it’s because it is a good representation of the dichotomies in Tbilisi.
First of all, the woman on the poster is not Georgian. In fact, she not a local Caucasian at all. This is a tall, leggy, Scandinavian beauty with a “Yu vant zomting else mit yur beer” look. At most, perhaps she is Ukrainian, but not a local girl and definitely not a common site in Tbilisi. I have a strong and sneaky suspicion that they didn’t even bother to look for a girl here and simply took this picture from Internet (cheap bastards). And the Bavarian/gypsy outfit? Well, one rationale could be that it is when you see a sultry Nordic blonde in a German peasant girl costume is that this is an ad for German beer, but then again, there was no German beer there - only a Turkish owned local brew.
My understanding is that the idea was when people think of beer, they think of Germany’s Oktoberfest, and when they think of Germany’s Oktoberfest, they think of Munich beer halls, and when they think of Munich beer halls they think of fanatics with little mustaches which explains why I’ve seen translated versions of Mein kampf being sold all over town recently, right? Wait, wait…I got a little lost there….but going back to the outfit, I suppose that the German costume is to make people think of the beer drinking Oktoberfest, which of course is in….October and not June. Granted, June may be a better time to have a beer festival because of the weather, but then that’s like having Santa outfits for Halloween and moving Christmas to October to justify buying clothes on sale, cheap candy and benefit from the autumn harvest for the holiday feast. My point is that this is an advertisement for a local version of “Oktoberfest,” thus have it in October. In fact, it would have been far better to have coincide with the real “Oktoberfest” so that locals are in town and not on holidays and people who can’t afford to fly to Germany and pay up to 10 Euros a beer (like myself) could still get into the spirit of the festivities, get the German Embassy involved, etc. etc. etc.
Thus, the “Tbilisi Beerfest” should really have a local girl in a Georgian costume or just a mug of cold beer on the poster; espousing the greatness of Tbilisi beer and beer consumption, but wait…they won’t, which brings me to the next point.
Georgia is the “cradle of wine,” not the “homeland of hops.” They have been producing wines for centuries – long before the Europeans. Some wineries still produce wines in the traditional method of storing them in special clay vessels (kevris) and others have made some Georgian wines world famous. Georgian beer on the other hand is, in my so humble Belgian origin opinion – not very good and is only “world famous” in Georgia. Actually, I need to clarify that. Georgian beer is fine, but most (not all) of the local swill is bought in the stores is actually now Turkish owned and they changed the original recipes. In fact, I actually have become physically ill from drinking a glass or two of it. Years ago, if you want really good beer from Georgia, you have to go to the beer factory and get directly from them – that was fabulous – now I’m not so sure (but should go soon to find out). Yet I digress…There are no steins here, no giant “bier gartens”, no beer souvenirs of any kind. In fact, when drinking beer, the only toast you are supposed to give is to your enemies (a WWII Soviet tradition).
Anyway, probably the most interesting part about the “Tbilisi Beerfest” is actually that a new law outlawing consumption of alcohol in public places was put into affect two days before the festival was held. Thus, they were able to sell it as long as people didn’t consume it (which really isn’t a problem, as I just stated above consuming it is almost impossible.)
So basically this falls under the head of “interesting idea – little planning.” “Let’s hold a “beerfest” in a country whose main production is wine. We’ll market it as an “Oktoberfest” to add foreign flair and show that we are European, but we’ll hold it in June and only have one kind of tepid beer sold in plastic cups. We’ll further cut back on costs limiting the festivities, costumes, wait staff, etc. AND we’ll do all of this right after the government outlaws public consumption of alcoholic beverages. Rock on and crack open the kegs now!” Evidently, the overall effect was of a neighborhood block party gone bad.
On that note, I will retire this post and make my way to the fridge…

