Monday’s ad is for Heineken, from, I think, the early 1990s. I confess I don’t remember this ad campaign from Heineken, but I recently discovered that they had a reasonably long-running series of ads with the tagline “When You make a great beer, you don’t have to make a great fuss.” They’re all minimalist in design with witty text and that fussy tagline. I haven’t been able to find a lot of specifics about the campaign, apart from a few suggestions that it may not have run in the United States. But it’s pretty funny in the context of the ABI Super Bowl ad that accused craft beer drinkers of being to fussy about their beer.
Archives for March 2, 2015
Patent No. 2290089A2: Barley For Production Of Flavor-Stable Beverage
Today in 2011, US Patent 2290089 A2 was issued, an invention of Søren Knudsen, Lene Mølskov Bech, Klaus Breddam, Finn Lok, Ole Olsen, and Birgitte Skadhauge, assigned to Carlsberg A/S, for their “Barley for Production of Flavor-Stable Beverage.” Here’s the Abstract:
According to the invention, there is provided null-LOX-1 barley and plant products produced thereof, such as malt manufactured by using barley kernels defective in synthesis of the fatty acid-converting enzyme lipoxygenase-1. Said enzyme accounts for the principal activity related to conversion of linoleic acid into 9-hydroperoxy octadecadienoic acid, a lipoxygenase pathway metabolite, which – through further enzymatic or spontaneous reactions – may lead to the appearance of trans-2-nonenal. The invention enables brewers to produce a beer devoid of detectable trans-2-nonenal-specific off-flavors, even after prolonged storage of the beverage.
Patent No. 3171746A: Production Of Brewers’ Wort
Today in 1965, US Patent 3171746 A was issued, an invention of David Teignmouth Shore, for his “Production of Brewers’ Wort.” There’s no Abstract, but in the description Shore explains that his “invention relates to the production of brewers wort at the mashing stage in which a reaction is created between water and goods, i.e., ground solids or grist to obtain as a product of the stage a wort which is known as sweet wort: the sweet Wort is passed on for further treatment including heating, hopping and fermentation treatment to produce beer of one grade or style or another.”