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The audience can’t see your “errors”

This is general advice that many of us are told about our art. As artists, we see all of the flaws and our confidants assure us that no one else will notice. This is often not enough to fend off the brain weasels though. Anxiety just tells you that is wishful thinking. But I came to a revelation recently that will give the rational brain something to fight back with.

Our revelation starts with color, specifically, the color blue. Homer describes the Mediterranean Sea as “wine-dark.” Analysis of other classical texts around the time show that things that modern people would describe as “blue” are not described that way. Egyptian murals show fresh water as green. The day time sky is described as “light black.” Classical language had no word for the color “blue” until late and for most languages, this is true. Blue is one of the last colors to have a word.

Eventually, the Egyptian make a pigment from lapis lazuli and add a word for “blue” and nearby languages start adding a word for blue as well.

But surely, the physics didn’t change and it did not. The sky still scattered sunlight in the same way and would make a “blue” sky as we would understand it. The water would still reflect the sky in the same way and would be “blue.” Yet, these classical authors didn’t have a word for blue and don’t make one until much later. Why?

Some scientists tried an experiment . They found a tribe of people who didn’t have a word for blue in their language. They showed them a series of squares, 11 of which were green and 1 of which was light blue to my eyes. It took the people of this tribe significant time to identify the square that was not “green.” We are not talking a delay of milliseconds but many seconds to correctly find the square that was different. Yet to my Western eyes, it was immediately obvious.

They next showed the members of this tribe, 11 squares that were green, and 1 square that was a slight shade of green different. To my eyes, I could tell no difference between the 12 squares. This tribe however had dozens of words for different shades of green. They very quickly identified the different square.

What does this mean? It means that without the words to describe the difference and without the thought processes and neural pathways trained to understand the differences, they couldn’t see the blue square and I couldn’t see the slightly different green square. The difference didn’t exist for us. The brain ignores what it doesn’t understand in favor of what it does understands!

This may seem obvious but it is worth saying again. In general, the brain ignores what it doesn’t understand. You can’t see what you don’t know! It applies in a lot of ways, especially with some of our social issues but it applies to your art. Your audience can’t see the “flaws”; they don’t know anything about them so their brain ignores them.

This is a generalization. Some people are very observant. Some people know more things than that admit. But the vast majority of your audience isn’t lying to you. They don’t see the flaw you obsess about. It is the scientific net that I have been needing to corral my brain weasels. I will likely need reminders and you will too. But we have a way to fight back.

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Thoughts on CiderCon

This past week (today is 2/4/2023 at the time of this writing), I attended CiderCon in Chicago. This is an industry focused convention for cider professionals by the American Cider Association (ACA). Here are my thoughts.

The event was heavily industry focused and I knew that going into it. While I was welcome to attend as an enthuasist and homebrewer, it was not going to be about either of those things. So I knew that and accepted it. Anytrhing I gleaned from it would be by me using my knowledge to distill it from the industry focused material given.

First up, it was clear that diversity was wanted and desired. Two prominent sessions were for a BiPOC meet and greet, and a Pride meet and greet. There were ribbons one could chose to indicate those statuses and the opening slide for the keynote speaker was “Cider is for Everyone.” The crowd skews mid 30s and the customer base is younger so it makes sense to stress this. The message was clear; this is a place for diverse peoples and you will be hurting yourself financially if you don’t embrace that.

While the SCA and ACA are born for different purposes and at different times, this is something the SCA could learn from the ACA (and other organizations), put diversity first. The SCA is not good at this. Sure it cherry picks its marketing photos to show diversity (minimally) but it hides from larger initiatives. The DEI scandal is a prime example. So, embrace diversity SCA. Stop making excuses for why or what; just do it. Make it a priority and in your face.

One thing the ACA could have done better is connecting its newer members. This is something they could learn from the SCA. I felt like an outsider the whole time. In part, because I am not part of the industry but in part because I was a new person and there was very little effort to connect me in. Some sort of ambassador program would be nice here. Get a group of volunteers that know a bunch of people and are willing to approach new comers. Many of us newcomers had ribbons to identify ourselves. Those volunteers would then approach the newcomers, learn a little about who they are, and make introductions to a variety of people for them. There was one newcomer session but it was heavily industry focused. It was like speed-dating but it was on business subject matter. A more socially oriented newcomers session would have been good for me.

I attended several sessions to expand my palate and knowledge. Again, I had to listen to find the information that would apply to me as a homebrewer. And I did find some. But more importantly, I think I learned that becoming a pommelier would be difficult for me. There were many characteristics for the ciders that I just didn’t get. It is a bit like the pope in the joke about art, “I make not know much about cider, but I know what I like.” Again, this was useful information to know. It will take a lot of time to train my palate to understand these flavors. I am not sure it is worthwhile.

Another thing that was prominent at CiderCon was the idea that cider is more akin to wine, or at least they want it to be. All of the cider was served in stemmed glasses. Much of the terminology about cider is borrowed from wines. Much of the processing is more like wine. But in true, cider currently occupies the middle space between beer and wine for consumers. Historically, it has moved all over the map; being cheap and fancy, wages earned and wages substituted, common and noble. At the moment, it is increasing in popularity. Making the producer and consumer associate it with wines is good for the industry because you can command a higher price point.

Personally, I prefer my cider in a pint glass or a pint can. I would rather see it as a fancy beer/ale and less of a diminished wine. I want it to be accessible and fun. I want it to be something to you enjoy with a bunch of friends eating burgers and wings. But the more consumers can see how versatile it is, the more market share it should command.

Was this worth it? No, not really. I made no lasting connection with anyone. I learned a few things so it was not worthless. But given what I gave in time and money, I didn’t get my value. If I were a small cidery, would I have gotten more value? I think so. There several sessions about the selling of cider that would have been of interest. Would I do it again? Not without being in the industry for some reason. I spent nearly $2000 for 4 days of this. With so little about the hobby side of this, I can’t justify that kind of money again. I am not sorry I went. but I don’t see going again.

I did taste some interesting ciders and got some inspiration for doing new things on my own. I accidently sat near the featured author at the convention for two sessions. So eavesdropping on his conversations gave me some interesting insights. I met someone from Angry Orchard and again, listening in on his conversations were interesting. I met someone from Bauman Century Farms (and Cidery) and tasted some excellent ciders from this 5th generation company. So it got something out of it.

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The next cider project (s)

One of the takeaways from Cidercon for me was using some historical techniques. The challenge with medieval ciders is while we know they existed (Palladius from ~400 AD, et al. forward tell us about them), we don’t know much about how they were made until nearly out of period. There is a French treatise about cider from the mid to late 1500s and the earliest English equivalent is Worlidge in the mid 1600s.

Sparkling cider is only documented in the mid 1700s. So what follows is a very modern cider but using late medieval technique.

The first technique I want to try is pet nat. Pétillant Naturel, pet nat for short, is a modern name for what is called the technique ancestrale, which the fancy French word for most of us call “bottle conditioning.” To any brewer, bottle conditioning is nothing new or unusual. However, there are some unique steps that pet nat uses. Pet nat can be traced to 1531 when the champagne technique was first documented. There is no evidence that cider used it then but cider does use it now. In most ciders, you ferment the cider dry, then add a few brix of fermenting must to the bottle, cap, and store. Cider actually does well to keep on the lees as the interaction of alcohol of lees produces some interesting flavors. The bottles are stored as tirage (tier-age), that is, on their sides for a few months to allow the carbonation to happen.

The other thing I might do is keeving. Keeving is an old French process for making cider. The cider is allowed to wild ferment and some of those microbes interact with the pectins to make a chapeaux brun, brown cap, that forms a barrier to the outside air. This is normally done as “low” temperatures, ~ 50 degrees F. The yeast ferment slowly and eventually run out of nutrients and die. They will therefore leave some sugar in the must. With enough knowledge of the sugars present and potentially added, you can calculate the pressure in the bottles. Keeving was definitely done medievally for many centuries in Normandy and Brittainy.

Where the two ever combined? Probably not. But I intend to 🙂 I will be adding a Norman to Oswyn’s family tree. Not unusual for any English person after the conquest. But that would bring some of these French techniques to Oswyn Swann’s manor.

The hardest part of this experiment will be getting ahead of the right apples. That might be impossible. But I think I can find a reasonable substitute. Assuming I can do this in the Fall, it might be ready for Better War or Chamfron in 2024.