Monday’s ad is for “Foster’s Lager,” from the 1930s. This ad was made for Carlton & United, who made Foster’s Lager, although it was later part of AB-InBev but more recently was sold to Asahi. It was started by two American brothers who emigrated to Australia in 1886, and started selling it in 1889. In 1907, the Foster brothers merged with four other Melbourne breweries to created Carlton & United Breweries. The Foster’s brand barely sells in Australia, but began importing to the UK and the US in the early 1970s, and thanks to very successful advertising became a popular international brand. This one features two smirking gentlemen and the tagline: “refresh yourself with this healthful beverage.”
Archives for September 13, 2021
Today is the 69th birthday of Italian beer writer Lorenzo Dabove, one of Europe’s most celebrated. I first met Lorenzo in San Diego nearly a decade ago, and have run into him here and again a few times since, most recently at the Craft Brewers Conference and the World Beer Cup three years ago in Denver, and annually at the Brussels Beer Challenge in Belgium. He’s a great voice for better beer everywhere, though especially his native Italy and Belgium. Join me in wishing Lorenzo a very happy birthday.
At a beer dinner at Lost Abbey in 2008. From left: Tomme Arthur (Lost Abbey), Lorenzo, Vinnie Cilurzo (Russian River), Sam Calagione (Dogfish Head), Adam Avery (Avery Brewing) and Rob Todd (Allagash).
Today is the 46th birthday of Mikkel Borg Bjergsø, founder of the Danish gypsy brewery Mikkeller. I first met Mikkel in Burton-on-Trent in 2008, during I trip when I accompanied Matt Brynildson to Marston’s where he was doing a collaboration beer. And I more recently ran into him at the Firestone Walker Invitational Beer Festival a few of the past several summers in Paso Robles. Join me in wishing Mikkel a very happy birthday.
Today is the birthday of Jan Léonardus Moortgat (September 13, 1841-May 15, 1920). He was born in Steenhuffel, Belgium, and worked at his parent’s brewery until he was thirty, in 1871, he married and co-founded the Moortgat Farm Brewery with his wife in Breendonk, which is part of Antwerp. His son Albert created their most famous beer, “Duvel,” in 1917 as “Victory Ale,” but renamed it Duvel in 1926.
This is a Google translation of Moortgat’s Dutch language Wikipedia page:
He was born into the family of Petrus Jan Moortgat (1809-1857), brewer in Steenhuffel and Maria Anna De Geest (1811-1884). Jan Leonardus initially continued to help his mother in the brewery until he was thirty. Afterwards he left the company there to his brother Louis.
In 1871 he married Maria De Block (1846-1910), together bought a piece of land in Breendonk and founded a beer and vinegar brewery. She was the daughter of the tenants of the Spanish Castle, the centuries-old farm on the border of Breendonk and Tisselt. Brewing was combined with running a farm. Brewing was a winter activity, agriculture was used the rest of the year.
Leonard was also alderman at Breendonk from 1876 to 1915 under the mayor of the counts Maurice Louis Marie Gaston de Buisseret Steenbecque de Blarenghien (1831-1888) and his son Robert (1863-1931).
In the early 20th century, he left the management to his son Joseph. He introduced the lager but died early. Afterwards, the leadership passed to the other sons Victor and Albert Moortgat. After the First World War, the Duvel was launched and the brewery was further expanded from a family business to a major player on the Belgian market.
This account of the early history of the brewery is from the company’s website:
It all began when Jan-Léonard Moortgat and his wife founded the Moortgat brewery farm in 1871. Around the turn of the century, Moortgat was one of the over 3,000 breweries operating in Belgium.
Jan-Leonard experimented by trial and error, and his top-fermented beers were soon greatly appreciated in the brewery’s home town of Puurs and far beyond. Before long, the Brussels bourgeoisie was also won over by his beers.
Business was booming and Jan-Leonard’s two sons, Albert and Victor, joined the company. There was a clear division of labour: Albert became the brewer, Victor was responsible for delivering the beer to Brussels by horse and dray.
The First World War brought Belgium into contact with England and especially with English ales, which were quite popular at the time.
Inspired by the success of English ales, Albert decided to create a special beer based on the English model.
To create this type of ale, Albert wanted to work with only the best ingredients.
He travelled to the UK to get the specific strain of yeast he wanted and initially met with considerable resistance from the local brewers. It was only after a veritable odyssey across England that he was finally able to get his hands on a precious sample from a Scottish brewery. Our yeast is still cultured from the very same strain to this day!
The two brothers continued to search and experiment until they had perfected the recipe.
To commemorate the end of the First World War, the new beer was initially dubbed ‘Victory Ale’.
Today, of course, it’s known as “Duvel.”
Today is the 61st birthday of Dan Gordon, co-founder of Gordon Biersch Brewing, which began in San Jose, California. Dan studied brewing in Germany and was the first American to graduate from Wissenschaftszentrum Weihenstephan with a brewing degree. His brewpub chain was one of the first to really focus on lagers, and especially German-style beers. Dan has gotten to be a good friend over the years and he’s also a terrific jazz trombonist! Join me in wishing Dan a very happy birthday.
At the Celebrator tasting us his newest beer, an unfiltered Dunkelweizen.