{"id":20383,"date":"2023-07-19T02:47:50","date_gmt":"2023-07-18T14:47:50","guid":{"rendered":"https:\/\/philcook.net\/beerdiary\/?p=20383"},"modified":"2024-05-21T04:18:29","modified_gmt":"2024-05-20T16:18:29","slug":"fixation-local-consistent","status":"publish","type":"post","link":"https:\/\/philcook.net\/beerdiary\/2023\/07\/19\/fixation-local-consistent\/","title":{"rendered":"Fixation: not really Melbourne’s, and not particularly consistent"},"content":{"rendered":"
\"Fixation<\/a>
A boastful billboard wrapped around a big bollard \u2014 a bollboard? a billard? maybe a billboll?<\/figcaption><\/figure>\n

Melbourne’s Own Consistently Excellent Beer<\/span>, the billboard read, provided you walked back and forward a bit or at least leaned side to side, since it’d been stuck up on a surface that was too tightly curved. I’d seen variations on that poster campaign before, but now it made me mad; they’ve gone from the usual advertising puffery into raw uncut nonsense and lies. Fixation hasn’t been either<\/em> for years.<\/p>\n

<\/p>\n

Fixation is\u00a0from<\/em> Melbourne, true enough. But that’s about all you can say, now. There’s a small brewery and taproom on Smith Street in Collingwood, but it was founded (in late 2015) as an offshoot of Stone & Wood<\/a> in Byron Bay \u2014 about 1,600km away. And nearly two years ago, Fixation’s parent company was bought by Lion<\/a>, which is itself a wholly-owned subsidiary of Kirin, the Japanese beverage giant. So any remaining “ownership” sense of Melbourne’s Own<\/span> comes with several layers of increasingly stark caveats.<\/p>\n

The Collingwood facility is also\u00a0way<\/em> too small to account for much of the production of Fixation’s beers. I’m not sure what the arrangements were in the old days, but Lion currently phrase its origin as “brewed at various locations around Australia by or under the care of Fixation Brewing Co. (part of the Lion Group)”,<\/span>1<\/sup><\/a><\/span> and so certainly aren’t committing to making it in the state, let alone the city.<\/p>\n

But it’s the Consistently Excellent<\/span> claim that irks me more. I’d been thinking about beer awards<\/span>2<\/sup><\/a><\/span> when I noticed this poster and it’s clear they’re specifically referencing the Australian International Beer Awards’ ‘Consistency of Excellence’ medal \u2014 awarded to a beer that earns a gold in the same format (keg or packaged) in three consecutive years.<\/span>3<\/sup><\/a><\/span> I think that’s, well, an excellent<\/em> thing to recognise and have always kept an eye on what wins it and often suggested that the awards back home in New Zealand adopt the idea.\u00a0So I already knew that Fixation didn’t win it this year.<\/p>\n

And it didn’t take too long to check that they didn’t win it last year, either. Obsession, their cleverly-named Session IPA, was<\/em> awarded it in 2021 but feels tucked away there on the edge of that poster \u2014 their eponymous flagship Fixation IPA, clearly the star of the campaign, hasn’t won it since 2018<\/em>.<\/span>4<\/sup><\/a><\/span> Sure, they were the first local brewery to earn the honour \u2014 and the first to win it twice<\/em><\/span>5<\/sup><\/a><\/span> \u2014 but come on now.\u00a0Especially<\/em> here in Melbourne<\/a>, 2018 was a lifetime ago.<\/p>\n

It gets worse when you step back a bit and look generally at their performance at the AIBAs overall. I’ve already got a framework for doing that, which I’ve applied to the New Zealand Brewers’ Guild Awards for the last few years, so here’s the same thing<\/span>6<\/sup><\/a><\/span> done for Fixation \u2014 how many beers they entered, their medal percentage (MPC), points per entry (PPE, if gold is 3, silver 2, and bronze 1), and that year’s total golds.<\/p>\n

Fixation Brewing at the AIBAs, 2016-present<\/h4>\n

Note that there were no awards in 2020 because, well, <\/span><\/em>you know<\/span>
\n\n\n\n\n\t\n\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t
Year<\/th>Entries<\/th>MPC<\/th>PPE<\/th>Golds<\/th>\n<\/tr>\n<\/thead>\n
2016<\/td>3<\/td>100<\/td>2.00<\/td>1<\/td>\n<\/tr>\n
2017<\/td>7<\/td>80<\/td>1.60<\/td>1<\/td>\n<\/tr>\n
2018<\/td>7<\/td>100<\/td>2.14<\/td>3<\/td>\n<\/tr>\n
2019<\/td>17<\/td>82.4<\/td>1.76<\/td>4<\/td>\n<\/tr>\n
2021<\/td>9<\/td>100<\/td>2.11<\/td>3<\/td>\n<\/tr>\n
2022<\/td>8<\/td>62.5<\/td>1.00<\/td>0<\/td>\n<\/tr>\n
2023<\/td>7<\/td>100<\/td>1.17<\/td>0<\/td>\n<\/tr>\n
2024<\/td>14<\/td>64<\/td>1.14<\/td>0<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/p>\n

And what you have there is a pretty clear picture, I think, of a brewery who did\u00a0very<\/em> well in their early days \u2014 a PPE of over 1.5 puts you in good company compared to the other times I’ve run these numbers, having it hover around 2 is pretty stunning \u2014 but who have dropped off significantly and not (yet) recovered. Their MPC took a real dip in 2022 and that included Fixation IPA itself failing to medal at all, which should’ve been a five alarm fire in a meeting somewhere, given that a beer awards bronze amounts to a verdict of “to style, not faulty”.<\/span>7<\/sup><\/a><\/span><\/p>\n

They’ve gone from leading the way on Consistency of Excellence, getting two beers to the three-golds-in-a-row mark before another Australian brewery had any<\/em>, to not winning a single gold medal for the last two years. That’s bleak.<\/p>\n

The\u00a0timing<\/em> of the inconsistency is pretty unmistakable, too. I’ve often wondered about trying to chart pre- and post-buyout performance, but here it just happened: Fixation became part of Lion in late 2021,<\/span>8<\/sup><\/a><\/span> and their results at the beer awards took an immediate nosedive. Whether that’s down to personnel or priorities or whatever is interesting, but beside the current point. I just think that for the new owners to trumpet a consistency of product that they haven’t earned and couldn’t even manage to properly maintain is pretty fucking rich.<\/p>\n

POSTSCRIPT, 20 May 2024: I’ve added the latest results to the table above; things have not improved. Medal percentage is back down, PPE is stuck just over 1, still zero golds since they buyout. That said, their conglomerate-sibling Stone & Wood took the nod for best beer in the entire show<\/a>, so the ownership itself isn’t completely toxic, they just haven’t figured out what to do with this<\/em> sub-entity in terms of getting its quality back on track. Meanwhile, an amazing seven<\/em> beers earned the Consistency of Excellence Medal this time around: Cooper’s Sparkling, Hawkers Bourbon Barrel Barleywine,\u00a0 Jing-A Brewing’s ‘Triple Berry Nectar’ (from China), King Road Pale Ale, Moffatt Beach ‘Shadow of the Moon’, Revel’s ‘Reveller’ Session Ale \u2014 and Philter’s Double IPA, which as I noted above had already won it in 2023, made it to four<\/em> years in a row.<\/span><\/p>\n

\n","protected":false},"excerpt":{"rendered":"

Melbourne’s Own Consistently Excellent Beer, the billboard read, provided you walked back and forward a bit or at least leaned side to side, since it’d been stuck up on a surface that was too tightly curved. I’d seen variations on that poster campaign before, but now it made me mad; they’ve gone from the usual … Continue reading Fixation: not really Melbourne’s, and not particularly consistent<\/span> →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[47],"tags":[],"class_list":["post-20383","post","type-post","status-publish","format-standard","hentry","category-reports"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":73,"url":"https:\/\/philcook.net\/beerdiary\/2004\/01\/08\/erdinger-weissbier\/","url_meta":{"origin":20383,"position":0},"title":"Erdinger Weissbier","author":"Phil","date":"January 8, 2004","format":false,"excerpt":"That's a terrible effort at one of those '\u00df' characters in my handwriting. But hey, at least it's not as hideous as my 5s. I can never figure out where they went wrong. Verbatim: Erdinger Wei\u00dfbier. 5.3% 500ml $? At home. Batch. Brewed and bottled @ Erding, Germany. Cloudy pale\u2026","rel":"","context":"In "Actual Diary entries"","block_context":{"text":"Actual Diary entries","link":"https:\/\/philcook.net\/beerdiary\/category\/diary\/"},"img":{"alt_text":"The non-standard-English letters get started early, Erdinger Weissbier","src":"https:\/\/i0.wp.com\/philcook.net\/beerdiary\/wp-content\/uploads\/Diary-1002-Erdinger-Weissbier-300x283.png?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25201,"url":"https:\/\/philcook.net\/beerdiary\/2025\/03\/27\/collingwood-churn\/","url_meta":{"origin":20383,"position":1},"title":"Churn \u2014 on life, death, and rebirth in (and around) Collingwood","author":"Phil","date":"March 27, 2025","format":false,"excerpt":"(...of beer venues, I mean.) 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