By: Rachel Bernstein
Max’s Belgian Beer Festival starts Friday.
For three days, the bar will serve some 165 drafts, and 190 different bottles of Belgian and Belgian-style beers. It’s the seventh year for the festival, and has come a long way for Casey Hard, the sole hand-picker of Belgian beers. I spoke with Casey this morning about what he’s expecting for another year of the burgeoning festival and how he picks out those beers to debut in the U.S.
How did the festival start out seven years ago?
Hard: It was a lot smaller than it is now. It was maybe 40 or 50 drafts. Maybe 100 bottles. And it’s become extremely a lot bigger. It’s kind of taken on a life of its own, an extremely huge event. We’re proud that a lot of stuff debuts for the first time in the U.S. at this event.
Where did you first get the idea?
Hard: A couple years ago the Belgian beers had been getting extremely popular in the U.S. More and more breweries are getting into the U.S. But we first had this Belgian beer dinner, and we got a huge response. I got a lot of e-mails saying, “You guys should do this again.” So we decided to take it from the small size of a beer dinner to a three full-day festival. Belgian beers have a huge following unlike other beers. It’s just one of those styles from crosses all lines, from the Miller Lite drinker to the connoisseur.
How do you go about picking out the Belgian beers to bring to the U.S.?
Hard: I always looks for new stuff, I look to talk to brewers. I get help from importers, and I’ve made contacts with a lot of these people over the past seven years while I’ve been there. I also attend a lot of beer festivals while I’m over there, and that gives me an idea about who to contact. In a week and a half after this ends, I’ll be going to Belgium for next year’s festival.
What’s the most difficult aspect of picking out the beers?
Hard: Language barrier is one. I don’t speak French or Dutch. And it’s a busy time for them. I’m very fortunate they take the time out for me to talk with them. When I go out there, a lot of times I go in blind and see what happens. A lot of these brewers are interested in selling their beers in the U.S. They get really excited when people come over and talk about bringing beer into the U.S.
What Belgian beers are you most excited about at this year’s festival?
Hard: I’m really excited about two cult brewers going on there right now: Alvinne and De Struise. I’m really happy we have at least 10 beers from each one of those breweries on draft. And we’re actually going to debut a beer, a Max’s beer, Belgian-style made for us by Stillwater Ales.
What are you expecting tomorrow and the weekend to be like?
Hard: Turnout is always huge. It’s bigger than Fells Point Festival for us. There’s always a line around. We have on Friday morning 200 people waiting to get in. Same thing on Saturday and Sunday.
Have you had to hire extra help?
It’s a long 18-hour day for all the bartenders. We usually do about four or five bartenders on a weekend, and we’ll have six to seven behind the bar for the festival. We’ll open all three bars from 11 a.m., which we don’t usually open until later in the night.