The Collector

For those alcohol consumers interested in expanding their beer and wine pallets beyond the standard choices of mass produced supermarket 30-racks and boxed wines, beer distributors and liquor stores often provide a unique range of products to satisfy the demands of these alcohol connoisseurs. Many drinkers perceive the acts of brewing and winemaking as artistic crafts that deserve examination of taste and contemplation of expertise. This is another dimension that in addition to the social and psychoactive properties of alcohol, attracts consumers to participate in its cultural consumption. Individuals attracted to the notion of alcohol connoisseurship are not only interested in alcohol as a drug, as they are also aware of alcohol as an art, subject to individual opinion and the process of review. Beer and wine enthusiasts are interested in the alcohol creation process from start to finish, familiarizing themselves with styles, tastes, history and geography, breweries and vineyards, all in the pursuit of extensive alcohol knowledge. They do this as an attempt to formulate their own educated opinions of alcohol brands, positioning themselves as the taste makers and experienced critiques within the alcoholic art world. For others, the act of consuming different alcohol brands is the act of adding to a collection of alcohol experiences; the mind of the adventurous collector who consumes to expand his or her knowledge of the craft and to check another brand off the list. Still others journey through the endless variety of craft beers and wines as a search for the perfect drug, one which tastes good, feels good, and embodies the individual's personality.

By continuously stocking the shelves with new varieties of microbrewed, limited edition bottles, the local liquor store has built its reputation as supplier for the inquisitive brewers and adventurous beer tasters of the area. With the presence of the surrounding colleges full of trend setters and creative art students, the store strategically orders obscure craft beers with unique labels and curiously inviting packaging. These tantalizing bottles and cans serve as conversation starters and content for beer-talk among growing connoisseurs. In some cases the visually stimulating beer bottles serve as fashion accessories as students traverse crowded party floors with their flashy beer bottles held out in plain view. The success of these decorative beer brands is easily apparent within the local liquor store, especially with the beer Mississippi Mud, a product of the Mississippi Brewing Co. in Utica, New York. Mississippi Mud is a microbrewed black and tan very similar to the black and tans of the famed Yuengling company, the oldest and now largest American-owned brewery. While the two beers share a very similar taste and almost equal alcohol percentage, Mississippi Mud is both obscure and eye catching, packaged in a small moonshine jug and emblazoned with old timey writing and the image of a swamp gator. This has made Mississippi Mud an instant hit at the local liquor store. Although it is more expensive than Yuengling, it is an obvious favorite among the college population, as students can be seen carrying the jug around campus with one finger through the tiny loop handle, yielding it comfortably and proudly as a stylistic choice of alcohol taste.

Although expensive wine purchasing is less prevalent in the alcohol consumption practices of the local colleges, the local liquor store does not shy away from international wine enthusiasts, offering them a separate room to explore their options. With a stock of wines that vary in age, region, styles and grapes, the liquor store provides a wide price range from $10 California wines to $100 French wines to satisfy the tastes of all wine consumers. These prices most likely correspond with the commitment of the wine connoisseur or the importance of status to the wealthy individual who is willing to drop up to $100 on an alcohol tasting experience. Expensive wines come with an aura of prestige and this is portrayed within the atmosphere of the wine room. In contrast to the main room with its pop music, advertising setups, neon signs, and even cheap mass produced wine, the separate wine room is quiet and elegant, adorned with rustic wooden crates and wine racks and a plush red carpet. This gives the wine connoisseur an inviting atmosphere to read up on the history of a vineyard or the origin of a bottle, while he or she contemplates the prestige of an expensive buy.

While craft beer and wine tasting can be viewed as a personal collection of taste, the individual opinion of an alcohol enthusiast is often used to spark conversation among other drinkers. Alcohol consumers can share their experiences and connect on taste, using the art and craft of alcohol as a platform for socialization. At the same time, alcohol tasting as a hobby can lead to collection obsession and a personal dependency on rare and expensive alcohol products. This serves as another example of an alcohol reliant relationship built around social consumption.