With judging well underway for our 2026 Brewers Choice Awards and with planning in full flow for the Brewers Congress we are taking a step back to revisit one of the highlights of last year’s event.

In his talk on ‘Reflections on Authenticity’ at the 2025 Brewers Congress in London, Matthew Curtis posed a question.

In an increasingly digital world, how do modern marketing strategies resonate with consumers who are looking for something more tangible, something genuine, something authentic? 

Matthew is a writer and photographer obsessed with beer, pubs and their culture. Based in Manchester, he’s the co-founder of Pellicle Magazine and the author of three books on beer and pub culture within the UK, including the award-winning Manchester’s Best Beer Pubs and Bars.

In London he took a deep dive into the importance of conveying authenticity in your breweries brand message, and explored how being true to yourself, your brand, your values and – most importantly – the beer you make is key to winning hearts and minds in beer’s modern era.