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Jay R. Brooks on Beer

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Guinness Ad #48: Guinness Time

December 25, 2010 By Jay Brooks

guinness-toucan
Our 48th Guinness poster by John Gilroy features Santa Claus decorating the Christmas tree with Guinness bottles, with a little help from all of his zoo animals. Now that’s “Guinness Time” … er Christmas Time.

Guinness-time-xmas

Filed Under: Art & Beer, Beers Tagged With: Advertising, Christmas, Guinness, History, Holidays

Beer In Ads #273: Seasons Greetings From Miller High Life

December 25, 2010 By Jay Brooks

ad-billboard
Saturday’s holiday ad is for Miller High Life from 1949 and features their “Girl in the Moon” wishing everyone “Seasons Greetings.” I normally don’t keep the “Beer in Ads” series running through the weekend, but there’s just too many great Christmas beer ads not to. And mores specifically, “A Holiday toast to you from the National Champion of Quality … Miller High Life.”

Miller-1949-xmas

And here’s a close-up of the artwork.

Miller-1949-xmas-sq

Filed Under: Art & Beer, Beers Tagged With: Advertising, Christmas, History, Holidays, Miller Brewing

Beer In Ads #272: Blatz Mistletoe Glasses Clink

December 24, 2010 By Jay Brooks

ad-billboard
Friday’s holiday ad is for Blatz from, I think, sometime in the 1950s. It shows a couple toasting their beer glasses under a sprig of mistletoe. I know what happens if two people meet under the mistletoe, but anybody know what happens when it’s two beers? Hoppy holidays everybody.

Blatz-1951-xmas

Filed Under: Art & Beer, Beers Tagged With: Advertising, Christmas, History, Holidays

Beer In Ads #271: I Was Curious At Christmas

December 23, 2010 By Jay Brooks

ad-billboard
Thursday’s holiday ad is also for Schlitz from 1948 and is from their “I Was Curious” ad campaign, where someone who’s never had it before finally “tasted it” and now they “know why Schlitz is … The Beer that made Milwaukee Famous.” The only difference is that this time it was during a Christmas party.

Schlitz-1948-curious-xmas

Filed Under: Art & Beer, Beers Tagged With: Advertising, Christmas, History, Holidays, Schlitz

Ken Grossman Presents The Sierra Nevada Story

December 23, 2010 By Jay Brooks

sierra-nevada
Our last day at Sierra Nevada’s Beer Camp last Friday, we were invited to their last quarterly beer dinner at the Big Room at the Brewery. Executive Chef Micheal Iles created an impressive five-course dinner, which each course mimicking one meal of the day, so that in essence we ate a day’s worth in one meal. You can see a photo gallery of the beer dinner below.

And as cool as the dinner was, the real treat was a presentation given by Sierra Nevada co-founder Ken Grossman. Throughout the dinner, in between courses, he told the story of how Sierra Nevada Brewery began, complete with slides. By complete happenstance, I happened to be sitting on a riser directly in front of the presentation, so I set up my Flip camera and taped most of it. The talk is separated into 8 parts, since that’s how the presentation was given. It’s just over an hour, and part one is below.

To see the rest of Ken Grossman’s presentation, I set up a page with all 8 videos embedded, The Sierra Nevada Story. Enjoy.

Sierra Nevada Beer Dinner Photo Galley

Filed Under: Breweries, Food & Beer, Just For Fun Tagged With: California, History, Northern California, Photo Gallery, Sierra Nevada, Video

Beer Birthday: Brent Ainsworth

December 23, 2010 By Jay Brooks

patch
Today is my friend and neighbor’s birthday, Brent Ainsworth. Brent was a newspaper man until very recently, when he became the Novato Patch for AOL’s ambitious local news Patch project. Brent also wrote the occasional beer piece and contributes stories to the Celebrator Beer News. oin me in wishing Brent a very happy birthday.

cbn20th-14
Marin/Moylan’s owner Brendan Moylan and friend, Brent and Mike Altman, owner of Iron Springs Brewing at the Celebrator 20th anniversary party.

cbn20th-08
Brent and Lars Larson from Trumer Brauerei.

P1000647
Brent (top right) at the 4th Philopotes Society meeting in July.

Filed Under: Birthdays Tagged With: California, Northern California

Beer In Ads #270: To All The Many Friends Of Schlitz

December 22, 2010 By Jay Brooks

ad-billboard
Wednesday’s holiday ad is for Schlitz from 1951 and shows an apartment building with a myriad of different Christmas celebrations, but all of them, of course, involving Schlitz.

Schlitz-1951-xmas-2

Filed Under: Art & Beer, Beers Tagged With: Advertising, Christmas, History, Holidays, Schlitz

Sierra Nevada’s Hoptimum

December 22, 2010 By Jay Brooks

sierra-nevada
One of the first beers of the New Year will be a new Imperial IPA from Sierra Nevada Brewing, whose Hoptimum will be officially released January 1, 2011. If you’re fortunate enough to be in Chico, it was released there locally on Monday, but the rest of us will have to wait until 2011.

The Hoptimum was created during on of Sierra Nevada’s “Beer Camps,” a new program where people — usually beer distributors, retailers and others — spend two days at the brewery’s pilot brewhouse learning about the brewery and making their own small batch of beer. I was fortunate enough to attend Beer Camp last week, but more about that later.

After the success of the single batch, beer camp Hoptimum, Sierra Nevada tweaked the formula for a commercial release, which they describe as follows:

Hops, hops, and more hops are the stars of this big, whole-cone Imperial IPA. Resinous “new-school” and exclusive hop varieties carry the bold and aromatic nose. The flavor follows the aroma with layers of aggressive hoppiness, featuring notes of grapefruit rind, rose, lilac, cedar, and tropical fruit — all culminating in a dry and lasting finish.

And the label is one of the coolest I’ve seen from any brewery, featuring a true “hop head” in fancy clothes. According to the label, it’s a “Whole-Cone Imperial IPA” for “the Ultimate Whole-Cone Hop Experience.” That’s a nod to Sierra Nevada’s philosophy of using whole-cone hops rather than pellets.

sn-hoptimum

And here’s how the original “beer camp” beer — made for last year’s SF Beer Week — was described:

A group of hop-heads and publicans challenged our Beer Camp brewers to push the extremes of whole-cone hop brewing. The result is this: a 100 IBU, whole-cone hurricane of flavor. Simply put- Hoptimum: the biggest whole-cone IPA we have ever produced. Aggressively hopped, dry-hopped and torpedoed with our exclusive new hop varieties for ultra-intense flavors and aromas.

And here are few of the particulars for the commercial version:

  • Alcohol-by-Volume: 10.4%
  • Bitterness Units: 100 IBUs
  • Bittering Hops: German Magnum
  • Aroma Hops: Simcoe & New Proprietary Variety
  • Dry Hops: Simcoe & New Proprietary Variety
  • Topedo Hops: Citra & Chinook
  • Malts: Two-row Pale, Golden Promise, Munich & Wheat

By pure happenstance, I was in Sierra Nevada’s sensory lab last Friday when random sample bottles of Hoptimum came in for analysis, in this case tasting, before being released locally on Monday, and the rest of the world on January 1.

P1020387

I had the beer camp version last year, but too long ago for any meaningful comparison. The commercial version, though, is quite wonderful. Despite being a big, hoppy beer, it’s well-balanced and almost mild for an Imperial IPA. I mean that only in the sense that the hops, while enveloping and intense, are not over-powering, harsh or astringent and meld nicely with the malt character. The beer has great conditioning. It doesn’t taste like a 10.4% beer, either. It’s not hot, but warming. You could drink a lot of it. I plan to. It comes in 24 oz. bottles making it an ideal beer to share with a friend or loved one. If this is how 2011 will begin, perhaps it will be a great year. I’d certainly toast to that. But forget the champagne, give me a Hoptimum.

Filed Under: Beers, Breweries, News, Reviews Tagged With: Bottles, California, Northern California

Beer In Ads #269: Hey Mabel, Black Label Christmas Tree

December 21, 2010 By Jay Brooks

ad-billboard
Tuesday’s holiday ad is for Carling Black Label from 1955 during their Hey Mabel period of time. The tree is just Mabel hanging “black labels” on it. Now that’s a tree.

55blacklabelmabel

Filed Under: Art & Beer, Beers Tagged With: Advertising, Christmas, History, Holidays

The Anchor Christmas Party 2010

December 21, 2010 By Jay Brooks

anchor-xmas10
A couple of weeks ago, my wife and I attended the Anchor Christmas Party that’s held each year at the brewery. It’s one of the few events I can drag her out to, and it’s always a good time, seeing lots of local friends in the beer community. They put out an amazing spread and, of course, the beer is exquisite. Not much more to say about it, but I thought I’d share a few photos from the event.

Sarah and me in front of the Anchor Xmas box tree
Mrs. Brookston Beer Bulletin and me at the annual Anchor Christmas Party.

Zambo, Rich Rosen, Jen Garris, Sarah, Lloyd Knight, Dave Suurballe, James Renfrew and Shaun O'Sullivan
Zambo (21st Amendment), Rich Rosen (Pi Bar, Chenery Park), Jen Garris (Pi Bar), Sarah, Lloyd Knight (21A), Dave Suurballe (everywhere), James Renfrew (formerly with Potrero Hill Brewing) and Shaun O’Sullivan (21A).

Shaun O'Sullivan and my wife, Sarah
Shaun O’Sullivan and Sarah.

Shaun O'Sullivan, Dave McLean, James Renfrew, Rich Rosen and Dave Suurballe
Shaun O’Sullivan, Dave McLean (Magnolia), James Renfrew, Rich Rosen and Dave Suurballe

Me and Fritz Maytag
Me and Fritz Maytag.

Filed Under: Breweries, Events, Food & Beer, Just For Fun Tagged With: Anchor Brewery, California, Christmas, Holidays, San Francisco

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