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Jay R. Brooks on Beer

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The Myths Of 24-Hour Drinking

December 4, 2010 By Jay Brooks

open-24-hours
The BBC’s home editor, Mark Easton, had an interesting editorial a few days ago about The Myths Of 24-Hour Drinking in which he writes about the effects of the UK’s Licensing Act 2003, which among other changes to the laws concerning alcohol, opened up the possibility of some drinking establishments staying open 24 hours. Proponents hoped it would create jobs and more business and opponents were certain longer hours in the pub would create more drunks. Neither happened, of course, and it’s an interesting read, including all the usual heated comments.

Filed Under: Beers, Editorial Tagged With: Business, Prohibitionists, UK

Beer In Ads #257: Miller, There’s Only One Favorite

December 3, 2010 By Jay Brooks

ad-billboard
Friday’s holiday ad is from 1951 and is for Miller High Life. I love the retro cartoons, they remind me of the Schlitzerland ads from around the same time. There’s the Santa suit, hanging the mistletoe, putting on the feast and greeting the guests with the Christmas tree in the window.

51millerbeer

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

Session #46: An Unexpected Discovery

December 3, 2010 By Jay Brooks

treasure-chest
Our 46th Session is hosted by Mike R. Lynch of Burgers and Brews. For his topic, he chose “An Unexpected Discovery: Finding Great Beer in the Last Place You’d Look,” or as he describes it:

I recently drove out to Colorado for a concert, and realized this was a perfect opportunity to stop at as many “beer destinations” as I could. I researched, plotted routes, looked at maps, and generally planned the entire trip around beer. What I was surprised to find was that despite all the amazing stops I planned, one of the best beer experiences of the trip was completely accidental. I found great beer in the last place I thought to look for it.

Has this happened to you? Maybe you stumbled upon a no-name brewpub somewhere and found the perfect pale ale. Maybe, buried in the back of your local beer store, you found a dusty bottle of rare barleywine. Perhaps a friend turned you on to a beer that changed your mind about a brewery or a style. Write about a beer experience that took you by surprise.

session_logo_all_text_200

Recently I was asked to write a profile of Michael Jackson for one of the newer beer magazines and that got to me thinking about Michael and his legacy. I first met him at GABF the first time I went to it, in 1992. The book I’d written with a friend of mine, “The Bars of Santa Clara County: A Beer Drinker’s Guide to Silicon Valley,” had just been published, and I treated myself with a trip to Colorado for the festival. That was the beginning of a treasured friendship that lasted many years. But I actually “discovered” — and rather unexpectedly I might add — Jackson’s writing many years before that, when I was living, or rather stationed, in New York City in the late 1970s.

A few years ago, for NaNoWriMo I wrote a semi-fictional memoir of growing up with beer, Under the Table, the rough draft of which is still online.

under-the-table

In chapter 23 (of 24 — it was a case of chapters) entitled Jazz in the Dark, I reminisced about my time playing with an Army band in New York, and how it was during that time that I discovered beer that was different (at least to the kind I’d grown up drinking) while going to jazz clubs in Manhattan. Trying to learn more about these and the other new-found beers we were drinking, I also discovered Michael Jackson’s book, the World Guide to Beer during this same time period.

Here’s an excerpt from Jazz in the Dark:

We went to the big venues, of course, like the Village Vanguard, Sweet Basil, the Knitting Factory, the 55 Bar but smaller ones, too, all over the East Village and the lower east side. And one thing you could count on in those days was that they carried Bass Ale and Guinness. It seems odd to think of both of those beers as new, but they were to me. Both were very different from my usual choices and I loved the way they tasted. Many of the jazz clubs did not have much in the way of food but often had trays of cheese, bread and fruit (usually sliced apples) which went with both Bass and Guinness quite well. It became our standard jazz club diet.

—

But while music was the reason I was there, it was the discovery of all this new beer that really made the experience sing. With Bass and Guinness, both beers had fuller flavors and tasted so different from what I was used to that it made me wonder what else was out there that I also didn’t know about.

About that same time, we discovered a bar in the East Village, Brewsky’s Beer Bar. It was a little hole-in-the-wall on 7th Avenue, but it had, for its day, a great selection of imported beers. I think the owner was Ukranian, or something like that, and there were a lot of beers from central and eastern Europe. There were dozens of similar-tasting lagers and pilsners with enchanting labels I couldn’t read. But it was the darker beers that really stood out, simply because they were so different from what I’d grown up drinking. For example, I recall Dortmunder Union vividly as a beer with distinct flavors unlike any other I’d ever tried.

I liked most of what I tried, though at the time I was drawn to the English ales, I think because they tasted so much different to me than what I was used to drinking. I was certainly hooked. I already had a somewhat obsessive love affair going with beer, but to find out that it was so much richer and more varied than I’d realized was something of an epiphany.

I longed to know more about what I was tasting, but there was scant little information available. Happily, that changed one day at the end of another long month. In the military, we were paid twice a month. I set aside about $100, a sizable portion of my paycheck in those days, for what I referred to as spiritual growth, usually books and music. With the Army’s hurry up and wait protocols, we usually arrived at our gigs hours in advance, so there was a lot of down time. I read like a fiend in those days, finishing books every couple of days.

During one of these post-payday trips to a bookstore, I happened upon Michael Jackson’s World Guide to Beer, which had been published the year before. I almost didn’t pick it up, because the garish gold and green cover had a large Miller ad in the center. But then I spied the red triangle from Bass and flipped through it. Needless to say, I bought it on the spot. Finally, I had some context to what I’d been drinking and was able to organize my head around the various tastes I’d been trying so chaotically.

Looking back, it seems odd that there was so little available information on beer and, compared with today, how truly ignorant I was. And it wasn’t just me. Practically everybody I knew had little or no idea about beer. The regional and national breweries at the time made no effort to educate consumers. Jack MacAuliffe founded New Albion Brewery in California two years before this, but it might as well have been located on the Moon for all the impact it had for me in New York. We had no concept of beer styles. I hadn’t the foggiest notion of where beer color came from, or why so many of the new beers I was trying tasted different whereas most of the beers I knew locally tasted so much the same. I was only vaguely aware that ales and lagers were fundamentally different, but didn’t really understand why.

So Jackson’s book was a great big wallop, a slap in the face, but the good kind. The welcome kind where afterward you say, “thanks, I needed that.” It opened up a whole new world for me, even though it would be several years and a cross-country move before the ideas that took root that year began to flower. But that was the beginning: the first awkward sips that set me on my way. And I have jazz to thank for it.

Coincidentally enough, Michael Jackson was also a jazz lover and years later it was a favorite topic of conversation whenever I saw him.

In the intervening 30+ years since those first unexpected beer experiences when I lived in New York, the journey I started then has led me to one unexpected discovery after another. To the question Mike poses in the Session topic, “has this happened to you?,” I can only say it’s been happening nonstop for over thirty years. It’s that very quality that keeps life fresh year after year as a beer lover. Because I’m not much of a ticker, I have no idea how many different beers I’ve tried over those years, but I imagine it’s a fairly big number. Whatever the amount, it’s certainly been satisfying.

It’s to the point now that I rarely despair, because I usually end up finding good beer in the last place I’d look, and almost every time. Hopefully, that’s a sign of the times but whatever the reason, because I still remember when good beer was a rarity, I treat each discovery as the treasure that it is. Expect the unexpected, that’s my motto.

treasurechest

Filed Under: Beers, Just For Fun, The Session Tagged With: History, Literature, New York

Sam Calagione Discusses Brew Masters On Fox News

December 3, 2010 By Jay Brooks

dogfish-head-green
Fox Business yesterday did an interview with Sam Calagione, of Dogfish Head Brewery, promoting his new Discovery channel show, Brew Masters.

Filed Under: Beers, Breweries, Just For Fun, News, Related Pleasures Tagged With: Interview, Mainstream Coverage, Video

Open It! Today, Tomorrow Or Sunday

December 3, 2010 By Jay Brooks

open-bottle-cap
Here’s a gentle remainder that Open IT! Weekend begins today and runs through this Sunday, so get cracking … those bottles open.

The brainchild of UK beer writer Mark Dredge, who writes at Pencil and Spoon, he’s designated the first weekend in December — the 3rd through the 5th — as “Open It!” weekend. What that means is it’s time for you — and me — to open some of those special bottles we’ve been saving for … a special occasion that never comes. Instead, let’s open them now and, in the spirit of the holidays, start sharing.

open-it

Here’s how he put it a few weeks ago, in his initial post, Announcing Open It:

So here’s the idea: let’s create a special occasion. Let’s call this special occasion Open It! and let’s drink the good beers. Let’s find a bottle from the depth of the cellar and open it, drink it and then tell others about it (in blogs, blog comments or twitter or facebook).

Open it alone or open it with others; hold an Open It! party or take it to the pub to see what people think. Most importantly, get that bottle open and drink the thing and then tell everyone about it.

Open It! over the first weekend in December — Friday 3rd to Sunday 5th — and then blog about it in the week after. Use the #openit hashtag on twitter while you are drinking it and like the facebook group. It’s just about opening something special and enjoying it.

Doesn’t that sound like fun? The key, I think, is letting everybody know what you opened. That should be the best part, our collective stash. So just open it! Today, tomorrow or Sunday. Yum!

Filed Under: Beers, Events, Just For Fun, News Tagged With: International, Tasting

Mutineer Magazine’s Holiday Comedy Festival In Wine (& Beer) Country

December 3, 2010 By Jay Brooks

mutineer-comedy-fest
This should be a fun — and funny — event. Mutineer Magazine is hosting a comedy event to benefit A Child’s Right, an organization with a mission to ensure children have access to safe drinking water. The Mutineer Magazine Holiday Comedy Festival will take place at the Jacuzzi Family Vineyards in Sonoma on December 11, beginning at 7:00 p.m. In addition to Jacuzzi wine, tequila from sponsor Don Roberto and beer from Lagunitas and Firestone Walker will also be served.

The evening of stand-up comedy will include comedians Ben Morrison (host), Bryan Callen (co-headliner), Natasha Leggero (co-headliner), Ben Gleib, Greg Wilson, and Daryl Wright. In addition, the winner of a Laugh Factory contest is scheduled to appear. Also special guest Jonathan Goldsmith will appear. He’s the Dos Equis spokesperson for the “The World’s Most Interesting Man” advertising campaign. You can read more about each performer at the Mutineer event website.

Tickets are only $35 and can be purchased online.

mutineer-comedy-fest

From the press release:

RARE LAUGHS, SPECTACULAR BEVERAGES

Performing against this fantastical blue backdrop (blue for water relief, naturally!)? An all-star lineup of standup comedians and special guests, no shortage of Hollywood-style glamour (think paparazzi-style photogs on the blue carpet) and outstanding libations from some of the finest names in beverage. It’s all in line with the publication’s rep for pushing boundaries and exceeding expectations where drinks and lifestyle experiences collide, and looks to be one of the wildest nights wine country will see this side of 2011. Los Angeles-based funnyman and festival host Ben Morrison – known as well for being Ashton Kutcher’s right-hand man on the hit MTV show “Punk’d” as for his prolific appetite for Single Malt Scotch – says, “It’s a totally rare opportunity to see this caliber of comedic talent all under one roof, in one night outside of Hollywood.”

Even better: it’s for a good cause.

LAUGHS TO BENEFIT WATER RELIEF

The festival is an ebullient catalyst for Mutineer’s 2011 trek to Nepal, where magazine staff, select “cultural influencers” and beverage industry reps will install five water filtration systems on behalf of relief organization A Child’s Right. The systems will provide clean drinking water to 25,000 children for ten years. To bring the full impact of the outreach home to readers, magazine editors will blog about the trip along the way and report on the endeavor with significant coverage in the May 2011 issue. Kropf sees it this way: “There’s nothing funny about the need for clean water. But bringing top comedic talent – and lots of laughter – to wine country to raise funds for water relief among at-risk kids? Priceless.”

FUNNY, SEXY & BLUE ALL OVER

Officially on the program roster: Cocktails by presenting sponsor Don Roberto Tequila and other select purveyors in the beverage tent, festive surprise guests, base-thumping holiday soul and funk beats, and lots of laughs. As for the show itself, the endlessly funny Natasha Leggero (as seen in NBC’s “Last Comic Standing,” Comedy Central’s “Reno 911” and “Ugly Americans”) and Bryan Callen (“MadTV” and “The Hangover”) are set to co-headline an elite group of seven Hollywood humorists, all of whom have pledged to share with guests their most amusing insights into the theme of thirst. One of the comedians for the evening will be a wild-card performer selected at a Mutineer-sponsored search contest at LA’s Laugh Factory November 18, 2010, and a special appearance will be made at the festival by Jonathan Goldsmith, who famously portrays “The Most Interesting Man In the World” in Dos Equis’ advertisements.

A CHARITABLE GIFT EVERY HIP HOLIDAY REVELER CAN EMBRACE!

Best part of all? Festival guests will know that they’re laughing and sipping in the name of charitable water relief. And thanks to the show’s top-shelf talent, delicious drinks, eye-popping blue décor and insanely affordable ticket price — Mutineer tagged entry at a rightly reasonable $35 to make the show as millennial-accessible as possible — it looks as though everyone gets to have the last laugh come December 11. Cheers to that.

Filed Under: Events, Just For Fun, News, Related Pleasures Tagged With: Announcements, California, Humor, Northern California, Press Release

Beer In Ads #256: Carling’s Red Cap Wreath

December 2, 2010 By Jay Brooks

ad-billboard
Thursday’s holiday ad is for Carling Red Cap from the 1950s. On a wintery front door instead of a wreath is hung a very, very large red cap. Now that’s holiday spirit.

Carling-Red-Cap-1950s-holidays

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

Beer In Ads #255: Have Fun … Down A Crown

December 1, 2010 By Jay Brooks

ad-billboard
Wednesday’s holiday ad is for Molson Crown from 1958. Showing a holiday party in progress, the hostess is bringing in a tray full of Crown Lager Beer. I love the slogan “Have Fun … Down A Crown.” It’s so wonderfully cheesy. And from the looks of things, yes, “Everybody’s happy at the Molson Crown Club.”

images58molson

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

A Chanukah Whassup

December 1, 2010 By Jay Brooks

hanukkah
With Chanukah a.k.a. Hanukkah beginning this evening at sundown, I thought I’d share this gem, a spoof of the popular Budweiser Whassup spots from a few years ago, though they were actually called “True,” at least internally. The original is below in case you want to remind yourself what they’re spoofing. L’Chiam.

A Jewish Whassup

The Original Whassup — a.k.a. “True”

Filed Under: Just For Fun, Related Pleasures Tagged With: Budweiser, Holidays, Video

Beer In Ads #254: Good Cheer From The Land Of Sky Blue Waters

November 30, 2010 By Jay Brooks

ad-billboard
Tuesday’s holiday ad is for Hamm’s from sometime in the 1950s, most likely. The bottom right-hand corner of the ad reference Hamm’s sponsorship of the Edward R. Murrow show Person to Person. That show aired from 1953 to 1961, so the ad must be from the same range of time.

Hamms-xmas-good-cheer

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

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