Editor, Beer judge, comunicatrice e marketer, ha prestato la sua penna a grandi nomi dell’editoria food & beverage, fra cui Agrodolce e Repubblica sapori.
Oggi facciamo una chiaccherata con una persona che, per passione ci studia con l’occhio critico del consumatore consapevole e, per professione con l’occhio più cinico, di chi scrive di ristorazione, Alessandra Di Dio.
Di cosa ti occupi al momento e quali sono i tuoi progetti per il futuro?
Lavoro soprattutto su contenuti digitali, in particolare su quelli social, gestisco quindi pagine Facebook, Instagram e Linkedin per conto dei clienti. Ma mi occupo anche di ufficio stampa, newsletter, supporto nell’organizzazione di eventi e scrivo articoli su cose che mi appassionano, come birra artigianale e caffè. In sintesi, sono quella con la penna in mano che sa dove, come e quando dire qualcosa.
Al momento sto mettendo a punto un corso breve per insegnare a gestire autonomamente i propri profili social. A chiedermelo sono sia piccole aziende, che non hanno risorse da destinare a un professionista che ci lavori con costanza, sia persone che fanno personal branding, che hanno un’audience e che vogliono imparare a comunicare con efficacia.
Scorrendo il tuo CV non si può fare a meno di notare che sei un Beer Judge. Come sei riuscita a coronare il sogno di tanti appassionati? E quali sono i parametri da valutare quando si degusta una birra?
Non sono sicura che sia proprio il sogno di tanti appassionati! Quando partecipi come beer judge a una competizione devi stare seduta e degustare alla cieca per molte ore e per più giorni, rimanendo concentrata e facendo attenzione a non dare giudizi affrettati ma nemmeno troppo ragionati. Spesso le birre iscritte al concorso sono tante (l’ultima edizione di Birra dell’Anno, che è il concorso italiano più importante, contava 1994 birre artigianali da 327 birrifici!), devi essere veloce e precisa ma soprattutto lucida: l’ultima birra della giornata deve essere valutata come se fosse la prima. Generalmente, gli step sono 5: si valutano subito l’aspetto visivo e l’aroma, poi il flavor, le sensazioni boccali e si conclude dando un giudizio generale sulla birra. Il tutto assegnando un punteggio numerico.
È davvero difficile. Ci sono riuscita, o meglio, ci sto riuscendo studiando sulla carta, confrontandomi sempre e ascoltando chi ne sa più di me, con la massima umiltà.
La maggior parte delle imprese italiane è al di sotto dei 15 dipendenti, il che significa una rappresentanza sindacale assente all’interno dell’azienda. Credi che questa distanza fra lavoratori e sindacati sia da indicarsi come principale movente per le disparità di trattamento fra lavoratori della ristorazione ed operai e colletti bianchi?
Può essere una delle ragioni, ma credo che tanto dipenda dalla tipologia del contratto, anche se i discorsi sono ovviamente collegati. La forma contrattuale, quella dei camerieri per esempio, mi sembra inadeguata per il tipo di lavoro che svolgono. Poi c’è la mentalità italiana, riassumibile con il prezzo dell’espresso (guai a superare l’euro!), che sicuramente rema contro progetti più ambiziosi.
Torniamo a parlare di te e del mondo della birra, quali sono le regioni italiane più attive dal punto di vista brassicolo e quali sono i birrifici emergenti da tenere d’occhio?
La Lombardia continua a essere una regione molto reattiva, a fine 2018 contava 272 aziende birrarie, seguita alla lontana da Veneto (140), Piemonte (137), Toscana (121), Emilia Romagna (119) e Lazio (111). Ma al di là del dato numerico c’è molta attenzione verso la scena brassicola del sud Italia, anche grazie al lavoro di persone che promuovono e aiutano le aziende di queste regioni.
Ed invece sul fronte caffè, quali sono le microtorrefazioni ed i locali da seguire, sulla scena italiana?
Più che indicare il nome di qualche torrefazione o bar da tenere d’occhio, preferisco dirti come vorrei che fosse la situazione del caffè in Italia: mi piacerebbe vivere di più le roastery come luoghi di condivisione, come locali aperti, non solo di lavoro. L’occasione è golosa, per mostrare a chi non ne ha la più pallida idea cosa c’è dietro la tazzina. Ancora più bello sarebbe viverle in dimensione local: mi esalterebbe avere la roastery del quartiere.
Quali sono i tuoi stili di birrificazione favoriti, e qual è il tuo luppolo favorito?
Non ho uno stile preferito, ma una nazione: il Belgio. Non mi annoia mai bere una “semplice” blonde, o una saison. Ammetto però che bevo più spesso birre luppolate, Ipa, Apa e simili, anche perché sono quelle si trovano più spesso nei pub.
Parlando invece di metodi di estrazione, lavorazione, ed origine? Quali sono le tue preferenze per quanto riguarda il caffè?
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Il tuo lavoro ti porta a conoscere tanti personaggi del mondo della ristorazione che, da un punto di vista professionale, “ce l’hanno fatta”. Quali sono, a tuo modo di vedere, le caratteristiche che più accomunano questi personaggi?
Sicuramente, un certo grado di libertà mentale, supportato anche da una discreta dose di quattrini. Ma per fortuna, non sempre. Conosco persone che davvero sono partite da zero, senza i soldi di papino, chiedendo alle banche magari e ora si ritrovano con un’attività che dà soddisfazioni.
Un ultima domanda di tipo professionale, hai qualche consiglio per chi, fra noi, volesse sviluppare di entrare nel mondo dell’editoria food and beverage?
Ne ho due, il primo per chi è alle prime armi, il secondo per chi è già un professionista: sii umile ma se ti vogliono pagare in noccioline ricordati che non sei una scimmia e smettere di imparare è una grande fatica.
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