I’ll be honest – judging the beer media category for the Australian International Beer Awards isn’t quite as thirst-quenching as sitting on the table for, say, Best New World Pale Ale. There are no neat taster paddles, no swirl-sniff-sip routine, and definitely no gentle buzz after six rounds of Kölsch. But that doesn’t mean it’s any less important – or less complex.
In fact, it might be harder.
When you’re judging the media awards, you’re not just asking “is this good?” – you’re asking, “is this helping move the needle?” Are the stories being told telling us something new? Are they thoughtful, insightful, critical when needed, and celebratory when deserved? Is the creator speaking to industry insiders, newcomers, or just the everyday drinker who’s starting to wonder what a Saison actually is?
That’s where the real work starts.
Passion, knowledge, originality, quality and context
Each entry is assessed on four core categories: passion, knowledge, originality, and quality. Sounds simple enough – until you’re elbow-deep in a spreadsheet and trying to weigh a beautifully shot but surface-level Instagram campaign against a deeply researched, if slightly dry, industry article. Or comparing a podcast that oozes enthusiasm but veers off-topic with one that nails the technical but might struggle to hold a non-beer-geek’s attention.
It’s not apples and oranges – it’s Braeburns and blood oranges and a few mystery fruits you’ve never tasted before.
Then there’s context. We saw everything from indie blogs and podcasts recorded on phones in backyards, to polished brand storytelling and industry explainers. Each creator had a different audience in mind, a different goal, and often, a completely different definition of success. That diversity is something to celebrate – but it also requires care when evaluating. What might seem like a basic venue spotlight could be exactly what a local scene needs to thrive.
The tension between craft and content
Here’s something I grappled with: how much does production value matter? And should passion outweigh polish?
A video might be clean, well-lit and full of beautiful B-roll – but if it doesn’t say anything new, it’s just beer porn. On the flip side, as judges, we see raw, one-shot interviews packed with authenticity and insight. Maybe the mic crackled, or the lighting was off, but the story? That stayed with you.
What the best entries had in common was a sense of intention. They knew who they were talking to and why. They respected the intelligence of their audience. And they didn’t treat beer like it needed to be dumbed down.
Some advice for next year’s entrants
If you’re thinking about entering next year here’s some things to think about:
- Be specific, but accessible. Don’t be afraid of complexity, but make sure your audience can follow you there.
- Tell a story. Whether it’s a brewer’s journey or a trend you’ve spotted, find the human thread that connects it all.
- Make your passion count. Everyone loves beer – but what makes you love it in this particular way?
- Think beyond beer. The best pieces often explore where beer intersects with culture, community, sustainability, or even politics.
And most of all – back yourself. Beer media matters. It helps shape how our industry is seen, how it evolves, and who it includes.
It was a privilege to be part of the judging panel this year, and to witness the sheer creativity and effort being poured into beer storytelling across Australia. If we raise a glass to great brewers, we should be raising one to great storytellers too.
Here’s to the words, pictures, and pixels behind every pint.
