Brookston Beer Bulletin

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Miette’s Stout Cupcakes

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Alton Brown, from the Food Network, recently handed down his choices for the Nation’s Top Ten Sweets. Making the list for the “Best Beer-Spiked Cupcake” was the Bay Area’s own Miette. With two locations in San Francisco (the Ferry Building & Hayes Valley) and one in Oakland (at Jack London Square), here’s how Brown describes them:

A former dot-commer started this mini-chain after a successful stint at the Berkeley Farmers’ Market, and her gingerbread cupcake might be the reason for Miette’s popularity. Made with a dark stout beer, it’s super moist and topped with lightly sweetened cream-cheese frosting and a candied orange flower.

A cake made with beer, and picked as one of the best in America? That’s something I just had to eat. So I stopped by the Ferry Building location last week to try one for myself. Because it was late in the day, they were actually out of the cupcakes, but they did have a full-sized cake left. So I splurged on the whole cake. Besides, like beer, sweets are best when they’re shared.

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Miette’s website describes their Gingerbread cake and cupcakes as “[o]ur all~time best selling cake. Made with a dark stout beer, molasses, ginger, nutmeg, cinnamon and cardamom then topped with a sweet cream cheese frosting.” I spoke to the manager of the Ferry Building Miette’s, and she checked with the owner about what beer they used. It turned out they use Guinness as the stout for the cake.

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So how does it taste? It was quite delicious, especially paired with a nice stout. It was extremely moist and the ginger worked wonderfully with the beer. It’s very rich. The sweetly delicate icing was a great compliment to the flavors in the cake. It’s easy to see why it’s their best-seller. My only criticism? I would like to see them perhaps use a locally brewed stout. There are plenty of tasty stouts made in the Bay Area. But apart from that, definitely pick up Miette’s lovely gingerbread beer cupcake or cake.

Beer In Art #89: Baltimore Beer-Drinking Immigrant Family

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Most of the details about today’s work of art are unknown to me, but despite that it still was too good not to feature. All I know is that it depicts an immigrant family, originally from the Netherlands, living in Baltimore, Maryland and was painted by the father of the family shown in the painting.

It apparently hangs in the museum of the Maryland Historical Society. Unfortunately, I can find no information about it on their website. They appear to have quite a few paintings online, but not knowing the artist or the title of the painting makes it a bit more difficult to find. I don’t even know when it was painted, but I’m guessing the late 1800s or the very early part of the 20th century.

Most of the adults have a beer in their hand. I count a total of nine glasses of beer. The couple in the center foreground look sickly, almost pale enough to be considered zombies. But it’s still a very compelling painting. If anyone has any actual details about the painting, please do let me know.

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Dan Aykroyd For Schlafly Beer

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Paul A. Ner, who writes By the Pint, tweeted a fun photo of SNL alum and Blues Bro Dan Aykroyd holding a bottle of Schlafly Pale Ale.

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Nice, I’m convinced one of the ways to pull more people into the craft beer world is through celebrity endorsements, not paid ones, just by seeing more and more famous folks drinking craft beer. Somewhere I have a current TV show star drinking a Drake’s IPA through a straw. I’m going to have to dig that up.

It reminds of a famous marketing strategy I learned about in college, perhaps one of the first stealth marketing campaigns. The Lacoste brand — the one with the crocodile on polo shirts — did well in Europe but not in the U.S. So in the late fifties and early sixties they began sending free shirts to famous people; movie stars, politicians, etc. Low and behold the shirts starting showing up in magazine, newspaper and newsreel photos of the celebrities and sales began to take off. Perhaps we should do something similar, maybe a Flickr pool of the famous drinking craft beer.

CBS Highlights Consumer Reports Beer Tasting

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I almost forgot about this. The week before last I got a call from the local CBS television station, CBS 5, asking me to comment on a story they were working on regarding a recent Consumer Reports beer tasting that was published in their August issue. In Bargain beer from Costco, they had consumers taste blind the Kirkland brand beers, Costco’s private label beer, with prominent commercial brands of a similar style — Samuel Adams Boston Lager, Samuel Adams Boston Ale, Sierra Nevada Pale Ale, and Paulaner Hefe-Weizen.

The conclusion was that their “untrained panelists liked the Costco beers about as much as the same-style name-brand beers. (For each type, some people liked the Kirkland Signature better, some liked the brand name better, and some liked both equally.) Our consultants said that although the brand-name beers were more flavorful, clean-tasting, and complex, the Costco beers were quite quaffable and, to use the consultants’ technical term, ‘party-worthy.'”

The CBS producer asked me if I was “surprised” by those results. I explained that I wasn’t, and proceeded to tell her about the basics of how a private label beer is created, that licensed commercial breweries work with a retailer to create and brew the beer for them. I did a number of private label lines of beers when I worked at Beverages & more, beers like Coastal Fog, Brandenburg Gate and Truman’s True Brew. We also had a label in development to be called J.R. Brooks to do English styles like India Pale Ale, but I left before it saw the light of day. Anyway, I went on explaining that almost any private label beer done by a good brewery will likewise be pretty good, too. Nothing surprising about it all. It’s simply that most consumers probably don’t think about where the beer comes from, nor should they, I suppose. All that matters is that it tastes good. And then I added, almost as an afterthought, just to hammer home the point that private label beers that come from good homes are usually good beers, that it was Gordon Biersch that created and brewed the Costco beers.

At that point, the producer asked if they could come to my home in Novato and interview me on camera for the story they were working on. I agreed, but they called back and asked if there might be some beer-themed location that might also work. I suggested Moylan’s brewpub, since it’s only a mile or so from my house. We met there, they shot some B-roll of me walking with beer, sniffing a beer, drinking a beer, getting a beer poured. Then they picked a location and we sat down to talk on camera for about ten minutes. As I expected, they used under a minute in the finished story.

The video itself is online, but you’ll have to watch it there as they don’t seem to allow embedding.

You never know how these things will turn out, and the bit they zeroed on on, of course, was that the beer was made by Gordon Biersch. They treated it like a scoop of sorts, though it’s not exactly a secret. Whenever a contract private label beer is made, publicly available forms must be filed with the proper authorities, labels approved, etc. The labels, of course, by law must include the city and state where the beer was brewed, so it’s usually not that hard to figure out who made a private label beer. When you see Paso Robles, CA on a Trader Joe’s beer, you can pretty much guess that Firestone Walker brewed it. So when the Kirkland beers labels read “San Jose, California,” there aren’t too many production breweries in San Jose that could have made it. Really, anybody with just a little knowledge could have figured it out. When the labels were first approved, several people reported the news that Gordon Biersch would be making the Kirkland beers, myself included. I even spoke to Dan Gordon about it briefly at the time. But then they came out, and the news died away, as these things tend to do.

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On the TV report, they said they tried to reach Gordon Biersch but got “no comment” so I hope I didn’t “out” Dan in some way that will make life tough for him, though in truth I doubt that’s possible. As I said, who does private label contract beers is more of an open secret, everybody in the beer community knows who does them and the records with the specifics are public. It’s just that the public at large doesn’t usually care enough or have the inside knowledge necessary to figure it out, even if they did want to know.

I think what’s more surprising is that neither Consumer Reports or CBS thought to question who made the beer. In a report about comparing the taste of two different beers, one by a commercial brewery and one a private label beer, shouldn’t that have been the first question Consumer Reports asked: who made the second beer? That would have gone a long way in explaining the result, don’t you think?

Drink What You Know

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The New York Times had a great essay recently by Geoff Nicholson, entitled Drink What You Know. It’s part book review — for a re-issued “The Hour: A Cocktail Manifesto” — and part survey of literary drinking and writer’s advice on both writing and drinking. It includes this gem about the perils of my profession. “People telling you how to drink is every bit as tedious and annoying as people telling you not to drink at all.”

Nicholson continues:

When you think about it, rules for drinking are not so different from rules for writing. Many of these are so familiar they’ve become truisms: Write what you know. Write every day. Never use a strange, fancy word when a simple one will do. Always finish the day’s writing when you could still do more. With a little adaptation these rules apply just as well for drinking. Drink what you know, drink regularly rather than in binges, avoid needlessly exotic booze, and leave the table while you can still stand.

That seems true enough, but my favorite piece of advice comes near the end:

The best you can hope for is to arrive, by whatever means, at the same conclusions as those who are older and wiser. Another piece of advice from Richard Ford runs, “Don’t drink and write at the same time,” a rule I follow scrupulously. But a more nuanced version of the same rule comes from Keith Waterhouse, the author of “Billy Liar.” He said you should never drink while you’re writing, but it’s O.K. to write while you’re drinking, a nice distinction.

Let that sink in. You should never drink while you’re writing, but it is acceptable to write while you’re drinking. Whew, dodged a bullet there.

Beer In Ads #172: Biere De Ville Sur Illon

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Friday’s ad is from an earlier period, just before the golden age of poster, nearer the turn of the century, around 1905. It’s by artist Francisco Tamagno and is advertising Biere De Ville Sur Illon.

Here’s a short biography of the artist.

Francisco Tamagno was among the original movement of France’s fanciful graphic advertisement art tradition so popular around the Turn of the 20th Century, as it is now as vintage art. His signature style is influenced by his Portuguese heritage, infusing his French-themed art with bright, lively colors in highly pictorial settings. Born in Sintra, Portugal in 1851, in his early career, he was a portrait painter. He moved to Paris in the 1880’s to work as the house artist of the printer Camis; preparing theatrical playbills, and later graduating to posters for railroads, bicycle manufacturers and distillers. He died in Paris in 1923.

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Ali Spagnola’s Brookston Beer Painting

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Back in early July, my featured Beer In Art piece was by Ali Spagnola. In Beer In Art #84: Ali Spagnola’s Free Beer Paintings, I detailed how she’s taking requests and doing a new one-square foot painting every day, and then sends it out to the requester, all free of charge. When I wrote about her efforts, she’d done five beer-themed paintings, and I asked for a sixth, which she’s now completed. It’s also up on her blog, Ali’s Art Adventure, under the delicious title Like Cupcakes Mixed with Unicorns, made all the more funny because I actually have a beer cupcake post waiting in the wings.

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I can’t wait until it arrives so I can get it framed and hang it in my home office. Thanks again, Ali, and awesome job.

MillerCoors Launches Craft & Import Division

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While MillerCoors had already announced their intention to start up a new division dedicated to its smaller brands and imports, today they announced that Tenth and Blake Brewing Co. was open for business. There’s no website yet, but there is a Facebook page.

Here’s the press release:

Tenth and Blake Beer Company Opens for Business

Earlier this summer, MillerCoors announced plans for a new company focused on craft and import beers, aimed at strengthening relationships within the beer industry and enhancing the overall segment’s volume and growth. Today, to reflect the passion, great brewing tradition and entrepreneurial spirit of its beer brands, the company announced its new moniker. Tenth and Blake Beer Company is now officially open for business.

“This is a unique and exciting period in the beer business,” said Tom Cardella, the company’s CEO and President. “With the added focus on our craft and import brands and the talent within our brewing network, Tenth and Blake Beer Company has the opportunity to make an impact and continue to help grow this segment. We’re made up of passionate brewers and merchants of the world’s finest specialty brews, and we look forward to celebrating the joy of beer with beer drinkers throughout the U.S.”

The organization wanted a name that reflects its great beer heritage from MillerCoors, while highlighting its unique and differentiated position in the industry. The 10th Street Brewery in Milwaukee brews Leinenkugel’s and various specialty beers. And Blake Street in Denver is home to the Blue Moon Brewing Company at the Sandlot. These facilities will be primary sources of many of the company’s brews, while serving as incubators of ideas and future beers.

The company’s network of brewing expertise extends beyond Denver and Milwaukee, with the Leinenkugel’s Brewery in Chippewa Falls, Wis. and the AC Golden brewery in Golden, Colo. In addition to craft brews like Blue Moon, Leinenkugel’s, and Colorado Native, Tenth and Blake Beer Company features top imports, such as Peroni Nastro Azzurro, Pilsner Urquell and Grolsch.

“Employees of Tenth and Blake Beer Company will take beer passion, education and capabilities to the next level,” Cardella said. “All team members will participate in training at one of our breweries, take part in beer merchant sessions and go through sales training to better understand and serve our customers.”

As an independent yet connected company, Tenth and Blake will own the strategic business drivers — marketing, trade marketing and an independent sales organization dedicated to the craft and imports business. The company will in-source other capabilities from MillerCoors, including legal, communications, HR, marketing services and consumer insights.

Hmm, I’m not sure what to make of that. Is it an admission that such a large, global company is too big to think small in the way one needs to for promoting and successfully selling smaller, niche brands? Or is it simply easier to parse out the tasks to two independent groups, one that has to think big picture, freeing the other to think small and more local? On the other hand, with sales of core brands flat or soft, perhaps it makes sense to give more focus to the smaller brands that actually are doing well.

Harry Schuhmacher from Beer Business Daily, reports that “Tom, in a letter to distributors obtained by BBD, writes that they have built a team of ‘brewers and merchants of the world’s finest specialty brews, celebrating the joy of beer with our customers and consumers’ to build a ‘deeper relationship’ with customers.” That sounds a little too rah-rah for my tastes, but then that was probably its intention.

Schuhmacher spoke to Tenth and Blake head honcho Tom Cardella, and he told him the following:

Tom says that their “entire team will participate in specially designed on-boarding programs that will include spending several weeks working inside our breweries and being certified in our beer merchant training. And everyone from the janitor to the CEO will go through sales training to better understand and serve our distributor and retailer customers. We will be an organization of merchants sharing our love of our great beers and creating value in the market.”

The new unit will have a “dedicated new sales organization” that will bring “focus” and they will provide a “dedicated supply chain function to ensure coordination of the fine motor skills needed to service smaller specialty brands” while still providing the services of a big corporation with regards to “legal, communications, HR, marketing services and consumer insights.”

The new unit will develop “distributor beer merchants (DBMs) in a whole lot of markets working side-by-side with you, our distributor partners.” DBMs will be “soley” dedicated to their import and craft brands with dedicated brewery “managers” who will “own and execute the craft and import portfolio for each of their respective management units, delivering wins to our general managers.”

And the Milwaukee Business Journal added:

MillerCoors’ 10th Street Brewery in Milwaukee brews Leinenkugel’s and various specialty beers, and Blake Street in Denver is home to the Blue Moon Brewing Co. at the Sandlot. The facilities will be primary sources of many of the company’s brews, while serving as incubators of ideas and future beers, the Chicago-based brewer said.

MillerCoors also operates the Jacob Leinenkugel’s Brewing Co. in Chippewa Falls and the AC Golden brewery in Golden, Colo. In addition to craft brews like Blue Moon, Leinenkugel’s and Colorado Native, Tenth and Blake Beer Company will be responsible for imports such as Peroni Nastro Azzurro, Pilsner Urquell and Grolsch.

Actually, according to the Facebook page, here’s the list of beers Tenth & Blake will be responsible for:

  • AC Golden brands (see below)
  • Aguila
  • Batch 19
  • Blue Moon
  • Colorado Native (AC Golden)
  • Cristal
  • Cusquena
  • Grolsch
  • Henry Weinhard’s
  • Herman Joseph’s (AC Golden)
  • Kasteel Cru
  • Killian’s
  • Lech
  • Leinenkugel’s
  • Peroni
  • Pilsner Urquell
  • Sandlot brands (Brewmaster’s Special, Ski Brews, Barmen, Championship Amber Ale, Right Field Red, Slugger Stout, Power Alley ESB)
  • Tyskie
  • Winterfest (AC Golden)

That should keep them busy.

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