Wednesday’s ad is for Pabst, since they’ve been in the news lately. Since the ad is so retro, trying to evoke an earlier time, I can’t be sure when exactly it was created, though my wild guess is sometime between the 1950s and 70s. But it’s certainly meant to mimic the ads of the later 1800s.
The Times of London is reporting that Anheuser-Busch InBev is looking for buyers to sell off some of its most iconic British beer brands, including Bass, Boddington’s and Flowers. In the article, Buyer Sought for Beer That Britain Forgot, it appears the asking price for Bass is £10-15 million ($15-21 million in dollars), though that apparently “excludes both the trademark and international rights.”
But it doesn’t look good, overall. From the Times article:
Despite its fame and longevity, Bass is now a minuscule part of the world’s biggest brewer, with volumes equating to a tiny fraction of the amount sold in its heyday in the 1980s. The brand, now brewed under contract by Marston’s, a rival brewer, which owns Pedigree ale, has suffered from a combination of lack of marketing investment and falling consumer demand as its multinational owner has focused increasingly on its global lager brands.
Boddingtons, too, has declined under AB InBev’s hands. The brand was once a leading part of the old Whitbread Beer Company, but its fortunes have dwindled since the closure in 2005 of the Strangeways brewery in Manchester, where it had been brewed since the late 18th century.
Despite the long history of the brands that AB InBev is looking to sell, finding a buyer could prove tricky. Obvious suitors including Marston’s, Wells & Young’s, Molson Coors and C&C Group are understood to have ruled themselves out.
Additional information about the recently announced sale of Pabst Brewing by billionaire C. Dean Metropoulos is seeping out, and again primarily the information is coming from Harry Schuhmacher, from Beer Business Daily (proving once again everyone in the beer business should subscribe to his daily newsletter).
The Wall Street Journal is reporting that the sale price to Metropoulos is $250 million. They also claim that the “deal is ‘in its final stages’ and is being backed by GE Capital. MillerCoors will presumably continue to brew the beers for Pabst, since their contract isn’t up for renewal until 2015.”
Perhaps most frightening, and clear proof that Pabst won’t become a more sophisticated brand under the new management:
The Journal says that Metroupoulos’ two sons, Evan 29, and Daren 26, “are expected to play key roles at Pabst.” These two guys are men about town for sure. The New York Times society columnist describes meeting them at a party where they were lounging on a couch. When the writer didn’t know who they were, Evan reportedly said, “Where you been, man? I’ve been on David Letterman and Howard Stern … I’ve been with more chicks than any fat guy you know, except Pavarotti.”
Wow, classy. But then again, it is PBR. Beer Business Daily also had a lengthy update with more information yesterday that’s worth taking a look at.
Tuesday’s ad is for an Italian brewer, Birra Metzger, from Torino. They were founded in 1848 but closed in 1975. The ad is from the 1920s.
Chris Ballard, a beer blogger, has an interesting piece up that he wrote for Blog Critics, Beer is More Sophisticated Than Wine, where he brings together many of the arguments that people have made over the years to showcase beer’s sophistication, especially as compared with wine. I’m not sure it’s necessary to take on wine. That beer is more complex is at this point almost a given. But still, it’s a nice little rant. The only thing I disagree with is his assertion that Plato is an I.P.A. man. Everyone knows Plato preferred whisky. “Plato, they say, could stick it away—Half a crate of whisky every day.”
I started to write about this nonsense last year, when the authors of Eat This, Not That declared Sierra Nevada Stout to be the “worst beer” based almost solely on the fact that it’s 210 calories. This year, they’ve declared Sierra Nevada Bigfoot Barleywine Style Ale to be the “worst beer for 2010,” again based almost entirely on the fact that it is 330 calories. Here’s the entire write-up:
Most beers carry fewer than 175 calories, but even your average extra-heady brew rarely eclipses 250. That makes Sierra’s Bigfoot the undisputed beast of the beer jungle. Granted, the alcohol itself provides most of the calories, but it’s the extra heft of carbohydrates that helps stuff nearly 2,000 calories into each six-pack. For comparison, Budweiser has 10.6 grams of carbs, Blue Moon has 13, and Guinness Draught has 10. Let’s hope the appearance of this gut-inducing guzzler in your fridge is as rare as encounters with the fabled beast himself.
But so what? Avery’s The Beast has 480 calories (and Samael’s Ale has 458 and Mephistophele’s has 434). Dogfish Head 120 Minute IPA has 450 (and their Raison d’Extra has 425). Goose Island Bourbon County Stout has 415 calories. Bell’s Expedition Stout has 400 (and their Third Coast Old Ale has 335). Alaskan Barleywine has 373. Rogue’s XS Imperial Stout has 366 calories (and XS Old Crustacean has 346). Sprecher Barleywine has 352 and so does Real Ale’s Sisyphus Barleywine. Fish Poseidon’s Imperial Stout has 338 (and their Leviathan Barleywine has 319). Bristol Old No. 38 Barley Wine has 318. Three Floyds Dreadnaught Imperial IPA has 316. Pike Barleywine has 315 calories. Even McEwan’s Scotch Ale has 295. And the more extreme beers made by Samuel Adams, Utopias has 720 and Triple Bock had 636.
What’s the one thing all of those beers have in common, including Bigfoot? You don’t drink them the same way you do the beers that they compare them to; Budweiser, Blue Moon, Guinness Draught and Leinenkugel’s Fireside Nut Brown Ale. Those are all beers you drink by the six-pack, or at least share by the six-pack. The other beers are all sipping, bottle-sharing beers. Big difference. You can’t really compare them because they’re not made for the same purpose or use. It’s apples and oranges while the Eat This, Not That authors can only see beer as one interchangeable commodity. To them, all beer is the same, only the calories change. They can’t see that some drinks, usually the heavier higher caloric ones, people naturally drink less of. Like heavy foods, you feel full sooner and so don’t eat, or this case drink, more of them.
That the Eat This, Not That folks would have you believe all beers are equal is readily apparent when in their original book from 2008, they recommend that you should drink beers like Carta Blanca and Amstel Light. Their top picks, Michelob Ultra and Beck’s Premier Light, I wouldn’t drink even if they were the only beers on a menu. I’d order water or an alternative alcoholic beverage instead. In the 2009 follow-up, “Supermarket Survival Guide” they continue to recommend almost entirely big, bland beers from national and international companies. Curiously, though Yuengling Light, a recommended beer in 2008, has turned evil a year later and is now on the “Not That” side, because it’s all about calories and carbs. But a close look at the two sides reveals that there’s really very little difference between a recommended beer and the not recommended ones, just like the difference between low-calories light beer and “regular” beer is vanishingly small. That so many people are duped into believing the sacrifice to drink light beer is worth it for their health continues to amaze me and may be one of the greatest lies ever perpetrated my marketing.
But most of the beers on their recommended, as well as their not recommended list, lack one overall, and apparently overlooked, quality: taste. Who cares how many or how few calories or carbs a beer has if it doesn’t taste good, or tastes of nothing, like so many of the beers they’re listing are. And they’re also overlooking the right beer to pair with the right dish, event or occasion. It should be about proportion. I might not recommend Bigfoot as a beer to drink every day of the year. Of course, I wouldn’t suggest any beer for that duty. There’s no such thing as an all-purpose beer. There never should be, despite the mainstream media, marketing “gurus” and even the big breweries attempts to the contrary.
Calorie or carbohydrate-counting may be fine for some people (though I can’t for the life of me come up with a reason why) but applying it to beer is utterly ridiculous and without merit. If following their advice is what passes for healthy living, I’m happy to die sooner having lived a fuller, more enjoyable life. Life’s just too short to drink low-calorie beer.
I know what I’m drinking tonight.
Come join me and my family this Saturday for the inaugural San Francisco Giants Brewfest at the ballpark, sponsored in part by the San Francisco Brewers Guild. All seven brewery members (Beach Chalet, 21st Amendment, Thirsty Bear, Social Kitchen Brewery, Magnolia Pub, Speakeasy & Gordon Biersch) will be pouring their beer from 3:00 to 6:00 p.m. on Saturday, and then the game begins at 6:05. Tickets are $20, which includes a commemorative glass, unlimited samples, music by “The Famous” and tickets to the Giants vs. Diamondbacks game.
What could be better than a deal like that? How about free tickets? Leave a comment here telling me why you’d like to go to the Brewfest and the baseball game this Saturday and the best answer will win two tickets, courtesy of the San Francisco Giants and the Brewer’s Guild. Comments, or entries, must be posted here by 5:00 p.m. on Thursday (yes, that’s in two days) and the winning entry will be announced at 6:00 p.m. The winner will then be able to pick up their tickets at will call on Saturday. See you there!
UPDATE 5.27: And the winner …? It was a tough choice, there were many worthwhile entries. I almost chose the newly engaged couple, and the recent San Diego transplant. Then there was the never-been-kissed friend and the intern on his first weekend in San Francisco. But I was most moved by the plight of Stuart Dejesus, who desperately needs a day away. He’s trying to plan a wedding with twin 10-month old babies. I think he and his fiance deserve a day in the (hopefully) sun. Congratulations Stuart, your tickets will be at will call under your name.
Monday’s ad is either an old ad, or one made to look that way. I can’t be sure. My money’s on old, but who knows. It’s for Artois and is crowing about their new glass designed to keep the beer colder. The glass also has the slogan “Pass On Something Good” across it.
Harry Schuhmacher, from Beer Business Daily, is reporting that at long last, Pabst Brewing may have finally found a buyer. The new buyer is C. Dean Metropoulos, formerly of Pinnacle Foods, a food brand giant that he sold last year for $2 billion.
For several years, Pabst has been owned by a non-profit charitable foundation in Northern California, the S&P Company of Mill Valley. The I.R.S. has been insisting since at least 1996 that S&P must sell off Pabst, but they’ve been unable to find a qualified buyer. As a result, the I.R.S. has been granting them extensions while they’ve continued to search for a buyer.
Harry’s take?
He is “adept at revitalizing neglected brands like Chef Boyardee canned pasta, Pam cooking spray and Dennison’s canned chili—and for getting shelf-space mileage out of stronger brands like Bumble Bee canned tuna. ‘I look at all kinds of acquisitions, but I narrow it all down to the strength of the businesses I am already in,’ Metropoulos says to Forbes. Sounds like the right man for the job.
UPDATE: The news from Beer Business Daily is now posted publicly for subscribers and non-subscribers alike.
A provocative question to be sure, but not one I’ll even try to answer. Instead, take a look at how that question was answered 70 years ago by the the United Breweries Industrial Foundation in an ad they ran in the January 15, 1940 issue of Life Magazine. On page 69 of Life, they answer the question “what is beer?” eleven different ways.
At the bottom right, there’s also an address where you can send away for a booklet with the “facts.” I’d love to see a copy of that booklet. It’s interesting what they were probably trying to accomplish with the ad, shining a light on all of the positive aspects of beer and distancing themselves from the negative, no doubt with many people at that time still remembering the prohibition era criminal elements. That’s why they argue that brewers want “to clean-up or close-up the small minority of law-violating places which abuse the license to sell beer. The brewers want to protect your right to buy beer in decent, respectable surroundings.” It makes sense, of course, that the new post-prohibition brewing industry wants to get off on the right foot, reminding people what good there is in their continuing to be in business, especially while the prohibitionist organizations were still hard at work, despite being dealt the near-death blow of prohibition being over-turned less than a decade before.
Below are close-ups of the eleven answers proffered to the question “what is beer?”
I just love the fact that “Poet” is included. It makes me want to write more poetry. And how many of you know a brewer who looks, or dresses, like this one? But most of these are just hilarious, though undoubtedly true, they’re statements you rarely see stated in ads nowadays. Still, I’d really like to see more pro-beer ads today. I think we need them now more than ever.