In today's brewing world an entire brand from concept to completion can be developed for you in seconds at the touch of a button, or outsourced to agencies who almost definitely don't know your beer as well as you do.However, as this week’s guest asks, in an increasingly digital world, how do modern marketing strategies resonate with consumers who are looking for something more tangible, something genuine, something authentic? In his talk on ‘Reflections on Authenticity’ at our recent Brewers Congress in London, Matthew Curtis discussed just that.Matthew is a writer and photographer obsessed with beer, pubs and their culture. Based in Manchester, he’s the co-founder of Pellicle Magazine and the author of three books on beer and pub culture within the UK, including the award-winning Manchester’s Best Beer Pubs and Bars.In London he took a deep dive into the importance of conveying authenticity in your breweries brand message, and explored how being true to yourself, your brand, your values and – most importantly – the beer you make is key to winning hearts and minds in beer's modern era.