To my mind most lagers tend to be quite samey. It's not that they taste the same but the standard light, crisp and gassy lagers, like the majority of the Spanish ones have quite a lot in common. That's presumably why most Spaniards, in Spain, don't specify and simply ask for a beer. On the other hand most Britons, in the UK at least, order their beer by name and quantity. Being a bit contrary I seem to prefer the less usual varieties of lager, the dark ones like Modelo Negra or Tres Equis for instance and the blonder ones like Hoegaarden. So, a few years ago, when craft beers started to become much more available in Spain I thought of it as being a bit like that real ale surge in the UK in the 1970s and 80s. At that time in the UK the big brewers generally abandoned the mass produced fizz and tried to produce a more traditional product. In turn that gave space in the market for the traditional brewers at the same time as providing an opening for the new small scale producers. So when the big Spanish brewers, Heineken, Mahou-San Miguel and Damm, started to add to their ranges - an IPA here, a double hopped there, maybe a Dunkel or a toasted beer - then, all at once, having a Spanish beer involved a little more choice. There were also, suddenly, inevitably, local craft Spanish beers - often with terrible copies of beers like stouts and IPA - but at least there was an option. Nowadays Spanish supermarkets offer a cornucopia of different beers.
The other week we went on a visit to the Estrella de Levante brewery in Espinardo on the outskirts of Murcia city. Estrella is owned by the Damm group. I have no idea how I've missed this trip for so long because it seems that they've been doing tours since 2013. One of the big advantages for me is that the brewery is on the tram line. I arranged the day so that I could enjoy the lunchtime tasting session and then use the tram to go to the town centre for a concert. By the time the band finished I was alcohol free for the drive home.
To be honest the factory tour was less than overwhelming. Malting rooms are always semi interesting but bottom fermentation, with sealed tanks, doesn't leave much to look at and bottling and canning plants are hardly spellbinding. The tasting though was really well done.
The tasting room at Estrella de Levante was refurbished at the end of last year. My guess is that the tours were halted becase of Covid and, during the pandemic, the company took advantage of the lull and rebuilt the room. As it's new it still looks very stylish as well as being clean and tidy. We all sat at long tables with a sort of big place mat in front of us. On each mat there was a space for the glass and a space to grade, using a scale provided by them, or comment on, the four beers we were offered. Any primary school teacher would be able to produce something similar but it did add a touch of audience participation to the beer tasting. We had also paid the extra to get the maridaje, the marriage or pairing up, of little snacks, tapas, to go with each beer. The tapas were really good.
As I said there were four beers - the standard Estrella de Levante lager, Verna which is their beer spiked with lemon juice (a bit shandy like), Punta Este which is a lager with extra toasted malt and a wheat beer which is new for them and which isn't yet listed on their website. As we tasted we were offered refills of everything. For the first beer, the standard lager, lots of people asked for refills. Nobody asked for a refill on the shandy stuff and nobody asked for a refill on the wheat beer (except me). Only two or three people (again I was one of them) asked for refills on the toasted lager.
As everyone in the room, us apart, was Spanish I drew a conclusion from that session. I decided that Spaniards like their beer to taste like the beer they know. It's hardly detailed market research but it does explain why, when I'm in a bar, and I ask if they have any interesting beers the servers never know what I'm talking about. I have to explain that I'm keen to try a beer that isn't a run of the mill lager - de toda la vida - like always. I might think that a double hopped unfiltered beer is interesting but, apparently, to your average Spaniard, that would be inferior to normal lager. As long as both are cold of course!