Or maybe it should be “beer on TV”. Whatever the case, it looks like someone else realized that beer is big business and managed to do what I’ve been itching to do for a year – create a television show centered around beer. From Beernews.org::

Beer is the drink of the masses. If you look into a glass of beer you can see the past, present and future of mankind. Cicero lauded it, Genghis Khan fought for it and now Discovery Channel celebrates it with a world premiere series, BREWED, exploring the culture, history and variety of beer.

Meet Sam Calagione: maverick entrepreneur, family man and owner of Dogfish Head Brewery in Rehoboth Beach, Delaware. As an ambassador to the world of craft beer, Sam travels the world to experience what every culture brings to its own special brew.

In BREWED, Sam shows viewers the other side of the bottle, sharing the stories of beer sub-cultures as well as exploring life inside The Dogfish Head Brewery. BREWED goes behind the scenes at Dogfish Head as Sam’s merry band of creative brewmasters concoct new taste varieties.

A part of me is upset that the very similar show pitch I’ve been perfecting for a while is now worthless, but a part of me is also happy that the intriguing world of craft beer is finally getting mainstream attention, giving it a much needed weapon in the battle against the big corporate fizz brewers.

In my show pitch, I envisioned Garrett Oliver of the Brooklyn Brewery performing hosting duties – he is smart, media-savvy, and just generally interesting – but I absolutely LOVE the choice of Sam Calagione of Dogfish Head – he is the closest craft beer gets to a mad scientist. And not in a supervillan kinda way. More like a “Let’s make a 24% ABV super-IPA because fuck it, we can” sort of way. If anyone in the beer industry has a story to tell, it’s Sam, from his exploits excavating ancient bowls and cups in order to recreate 2,000 year old brew recipes, to opening NYC’s first super-brewpub with Russian River and Mario Batali, to starring in the Beer Wars Movie (which, despite its title, contained a startling lack of Stormtroopers). So the show should be at the very least entertaining, although I worry that the exposure it gives to Dogfish Head might result in either a shortage of the extremely tasty stuff (its hard enough to get now as it is), or *gasp*, a sale of Dogfish Head to one of the mainstream big brewers. But I have faith that Sam and Discovery know what they’re doing. What do you think?

And in case you’re wondering, no, this does not spell the end of my beer show pitch. In fact, after a little tweaking and a lot of drinking, I believe that the exposure that this show gives craft beer will get other networks salivating for a show of their own, and guess who’s ready to step up to the plate with a great, fleshed-out idea? The guy who created Man Vs. Food. Yeah, you’re probably right.