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Guerrilla marketing 3 November 2013

Posted by cooperatoby in Amsterdam, beer.
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Last night saw my third stint as guest barman at Castrum Peregrini, an arts-based ‘intellectual playground’ in Amsterdam’s city centre, during Museumnacht, when the cream of Amsterdam’s museums stay open till 2 a.m. During World War II, Castrum was a hiding place for German refugee artists, and in 2011 won the prize for the best exhibit (Truus is on its programme advisory group). This year, the show featured the Atelier Revolutionair, which explored the role artists are playing in struggling for justice, diversity and social inclusion worldwide. There was an exhibition called Speaking from the Heart curated by Shaheen Merali – and an Iranian disco.

Toby manning the barIn a throwback to my Ale House days, I made it my mission to subvert the tenacious and irrational belief among Dutch people that Heineken is a good beer by wearing my IJbrouwerij t-shirt. This subtle bit of guerrilla marketing resulted in at least one customer’s hopes being raised that something decent to drink would be on offer – but they were cruelly dashed. I could tell he was a man of principle as he preferred to drink nothing rather than Heineken.

We looked enviously across the Herengracht at the trip boats disgorging into a permanent queue outside NIOD, the National Institute for War Documentation, whose first foray into Museumnacht it was. Nevertheless we did a decent turnover purveying not only wine, ‘beer’, tea and coffee, but also delicious home-made pumpkin soup – served straight out of a picturesque giant pumpkin (shame I didn’t have my camera with me) – and that unwieldy Dutch staple, the rookworst. There’s nothing like a rookworst to pick you up after an exhausting night of museum-going.

I’m hoping and praying that when Museumnacht comes round next year, Castrum Peregrini will become a unique haven of hoppy tasty ale.

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