Sam is obnoxious. Not planning on watching this which is disappointing because it could be a good show, but I know it will just be the one-note tooting-my-own-horn festival that everything Sam C gets involved in is.
Even if I'm not the most rabid DFH fan (though there are definitely a few I've certainly enjoyed), I sure won't fault Sam for his "rah-rah" or
his desire to do something different. Certain things in the new world of beer do make me cringe such as the "I Am A Craft Brewer" video (no corn in my beer, only in my video. LOL), and the cult status some brewers have achieved basically through subtle and not so subtle marketing (I mean...it's beer...which doesn't take a genius to make).
Snarkiness aside (and I willingly fess up to my share of that tendency) in the end I will say that while they can be mildly irksome, even the ego driven aspects of the industry aren't necessarily bad things since they do
serve to create interest and a higher profile for beers that aren't run-of-the-mill. They generate curiosity. And every time it results in a BMC drinker testing the next level of beer flavor, it's a win for that segment of the industry.
Sam has his supporters and detractors, but from what I've seen (and based on my own involvement in broadcasting for the last 35 years), I'd say he's a very good...even ideal... choice to be front and center for a show like this.
Whatever one might think of his products, it's his passion about brewing and not being 'run of the mill' that is the key to his success. A success he is obviously enjoying (I mean, who here wouldn't
like to be in his position?)
I'm rather interested in finding out a bit more regarding the genesis of this project...I wonder who
to get the ball rolling. The promos I've seen do
tend to make the show look like a commercial for DFH, but I think that his being at the helm of an undeniably successful entrepreneurial brewing operation does lend some real credibility to this show, and hopefully the producers will have the good sense to avoid making it look like a weekly infomercial.
Actually, even then, it would be an example of pretty savvy marketing!