Brookston Beer Bulletin

Jay R. Brooks on Beer

  • Home
  • About
  • Editorial
  • Birthdays
  • Art & Beer

Socialize

  • Dribbble
  • Email
  • Facebook
  • Flickr
  • GitHub
  • Instagram
  • LinkedIn
  • Pinterest
  • RSS
  • Twitter
  • YouTube

Powered by Genesis

Session #37: Drinking The Good Stuff

March 5, 2010 By Jay Brooks

vault
Our 37th Session is hosted by The Ferm and Sir Ron’s theme is The Display Shelf: When to Drink the Good Stuff, a dilemma many of us face. We’ve all accumulated “numerous bottles of beers that [were] subsequently cellared and designated as ‘to be opened on a special occasion.’ [The] dilemma, however, is matching an occasion with opening a particular bottle in [the] collection.”

The Ferm continues to elucidate their topic:

Finding a drinking occasion that lives up to the reputation of the bottle and the story of its acquisition is not a dreadful struggle to have, but it is a struggle nonetheless. When my good friends are over and we have had a few other beverages, will we still be able to enjoy my cave aged Hennepin that I bought after my tour of the brewery and have cellared for ten years? Will I miss it like I miss that four year old Golden Monkey?

The topic is open ended and the rules of The Session are close to nil. You can use your post to be persuasive or therapeutic. You may choose to tell a story of a great bottle you once opened or boast of your own beer collection.

So that got me thinking about my own beer cellar. It’s not as grand as a lot of impressive ones I’ve visited or have heard about. It’s not in a goldmine, for example. It doesn’t have Celtic granite columns. It’s not a converted walk-in, sadly. It’s just part of my network of four refrigerators, three of which are devoted exclusively to beer. One of the refrigerators is used for everyday beers, the ones my wife is allowed to drink. I used to employ a system where I put sticker dots on the beers she wasn’t allowed to open, but she (and my friends and relatives) just ignored them. So now there’s a separate refrigerator in the hallway, just off the kitchen, that I keep stocked with beer for her and guests. It’s worked beautifully, and I suspect the reason is a sort of “out of sight, out of mind” phenomenon where people aren’t tempted by what they can’t see.

session_logo_all_text_200

But nestled coolly inside one of them (the other is partly the queue for beers I need to taste for work) are a number of gems, but nothing I’d consider overly spectacular. I’ve seen spectacular, I’ve been fortunate to taste a lot of spectacular stuff, but I’ve never set out to collect beers in any systematic way so what I’ve got aging is a mishmash of what people were kind enough to gift me and a few things I’ve stumbled across that were just too good to pass up. I’ve got magnums and 12-oz. bottles of Anchor Christmas Ale going back into the 1980s. Some Thomas Hardy from the same time period. A few strong beers, old ales, dubbels and tripels, things like that. Some waxed-top barleywines from several brewers, and the ubiquitous Samuel Adams Triple Bock that it seems everybody has a few bottles of, myself included.

safe

But I suspect many of us have a least a few special beers we’ve been holding on to, and for me the more interesting question is when to open them. When is the right time to open the safe and let them flow freely? As the Ferm put it, the trick is “matching an occasion with opening a particular bottle in [the] collection.” Obvious choices are events like birthdays, anniversaries, weddings, and holidays. As the humorist Dave Barry expressed it, he will “drink beer to celebrate a major event such as the fall of communism or the fact that the refrigerator is still working.” But for some reason that rarely seems to work, and the bottles stack up. Literally.

I have a colleague who has a party to clear out his cellar — I think once a year. I’ve hosted a few “clearing out the garage of beer” events and they’ve been great fun. What it comes down to is that I don’t want to open a special bottle just for me. I want to share it. But I also want to share it with people who can and will appreciate how special it is. And while my wife has developed a great palate over the years, the rest of the family has largely not, so that makes holidays and family gatherings not the ideal occasion. There are some beers so cool, rare or otherwise special that you want to have as many people try them as you can. It’s that social aspect that make beer so worthwhile.

I keep trying to start a tasting club that would get together to taste beer once a month, but am continually stalled in trying to get the ball rolling for no better reason than I feel so busy all the time. The idea is to set aside the last Tuesday of every month and have a good number of brewers, other writers, and just people I know would appreciate trying different beers get together and open a few bottles, a mix of new samples and old gems. My plam is to have roughly 50 people on the list with the idea that if 6 or so show up any given month, we’ve got a good group. In that way, no one will feel any pressure to come every month, only if they’re free and have the desire to come. I think in that way, the garage wouldn’t get so clogged with beer to the point where I feel overwhelmed just trying to decide what to drink some days. And while I realize that’s not a problem for which I’ll be getting any genuine sympathy for having, it is a problem nonetheless.

Whitbread-Pale

But there is one beer I have that continues to vex me concerning when and where to open it. Actually, I have two bottles of this beer, which were given to me by a Costello Beverage distributor’s rep. in Las Vegas, when I was still the beer buyer at BevMo and we still had two stores in Nevada. The bottles in question are from the Whitbread Brewery, and though I can’t confirm the veracity of everything in their story, here’s what I was told.

Port-Napier

Back in World War II, a British minelayer, the HMS Port Napier, sank off the coast of Scotland. Here’s what happened, according to Wikipedia:

After being loaded with her cargo, she dragged her anchor during a gale in the Kyle of Loch Alsh on 26 November 1940 and grounded in shallow water. While being unloaded there was a fire in the engine room, whereupon the harbour and towns nearby were evacuated, and she was towed well out into the loch and cast adrift in anticipation of an explosion.

A massive explosion on 27 November, which fortuitously didn’t set off any of the mines, blew her apart and she tipped over on her starboard side and sank in 20 metres of water with her port side visible at low tide.

In 1955 the Royal Navy took off the steel plating on her port side and removed the mines and 4000 anti-aircraft shells.

Today, she’s still a popular site for divers, even though the wreck is silty, “owing to its relative intactness and shallow location.”

hms-port-napier-clr

But in 1993, some divers found something interesting that others had missed.

In 1993 eight divers visited the wreck of HMS Port Napier off the Isle of Skye, Scotland. The ship was a WWII mine layer which sank on its maiden voyage in 1940 when fire broke out in the engine room. The wreck lays in 24m of water. The divers found two crates of beer in the galley. They contained 48 bottles of Whitbread pale ale and the contents had been preserved by rubber-sealed screw-in bottle tops. The divers sampled some of the beer back on dry land and found it to be even better than new beer. “Foamy with a mature flavour” said one of the divers. They didn’t finish off the 48 bottles though. They saved a few of them for the Whitbread company.

www-10-5-93

So that part of the story I can more or less confirm. From here on out, it’s all uncorroborated, unless someone out there has more information. The Whitbread Brewery examined some of the bottles and managed to extract some still-living yeast from them, using it to brew some special beer. The bottles that I received were supposedly that beer, made with the 50+ year old yeast. If the yeast was found in 1993, then I don’t know exactly when Whitbread made the beer. They were still in business at least until 2000, when they sold out to what was then InterBrew (and now is InBev or Anhueser-Busch InBev) for £400 million. A few years later, in 2005, Whitbread (now a hotel chain, though they call it a “hospitality company”) even sold the original brewery building on Chiswick Street on London, where Samuel Whitbread founded his brewing empire in 1732. Today it’s an event center called, fittingly, the brewery.

whitbread-full
This is one of the bottles. Note: the glass is perfectly smooth, what looks odd is just condensation as I’d just taken it from the refrigerator moments before taking this photo. Some of the bright red wax is starting to chip off just a little bit, but is otherwise in pretty good shape, all things considered.

I was given them around 1998 and was told to wait until the Millennium to open them, but to be honest I forgot about them that New Year’s Eve and then I never quite found another occasion that seemed worthy of opening one of them. So they’re roughly twelve years old now, and I’ve kept them properly chilled virtually the entire time (though I can’t vouch for the time before they were in my possession) brewed with yeast from a beer bottle that was under water since 1940, 70 years ago. I’ve heard of other people who’ve seen them, but I don’t know anyone else that has one, let alone two of them. I’m very curious what the beer tastes like, of course. I’d employ the above rule about “when surrounded by enough people who can and will appreciate trying it,” but somehow that doesn’t seem quite right. So when exactly should I open them? For what occasion? I’m stumped. What do you think?

whitbread-raised
Here’s a close up of the embossed bottle.

Filed Under: Beers, The Session Tagged With: Strange But True, UK, Whitbread

Beer In Ads #58: Ruppert People Have A Thirst For Living

March 4, 2010 By Jay Brooks

ad-billboard
Thursday’s ad is for Ruppert Beer, because today is the birthday of Jacob Ruppert, Sr., father of his more famous son Junior or Jake, who founded the famous New York brewery in 1867. Ruppert’s most famous brand was Knickerbocker, a Dutch name that eventually became a term for New Yorker (and where the basketball “Knicks” got their name). Based on the colorful outfits in the ad, I’m guessing early Sixties. The slogan “Ruppert People Have A Thirst For Living” is pretty awesomely funny, but I really love the copy below it, more of that sparkling text of the era.

Ruppert people are folksier, friendlier, joksier, livelier. Their beer is Ruppert Knickerbocker, the beer with the flavor as lively as they are. Ruppert flavor took a hundred years and four generations of Rupperts to create. You can taste the difference. Blindfolded.

Sounds like a challenge. Blindfold me. I certainly want to hang out with people who are “folksier, friendlier, joksier, livelier,” especially that guy with the pipe. I bet he tells a mean joke.

ruppert

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, New York

Toxic Paint Discovered At Old Rainier Brewery

March 4, 2010 By Jay Brooks

rainier
While the good news is the building may be able to be saved, the bad news is that the iconic Rainier Brewery building in Seattle, Washington is teeming with toxic PCBs from the paint. Here’s the story below, from KING 5 television.

Filed Under: Breweries, News Tagged With: Seattle, Video, Washington

Literature and the English Pub

March 3, 2010 By Jay Brooks

pub-sign
If you’re a fan of great English literature and its relationship to the traditional pub, you may enjoy this program from BBC 4. It was first broadcast March 1 and will be available to listen to on the BBC’s archive until this Saturday, March 6. Here’s the description of it from the website:

From Falstaff at The Boar’s Head to John Self at The Shakespeare in Martin Amis’s Money, English literature and the pub are intertwined. It started in a pub — Chaucer’s pilgrims setting out from The Tabard in Southwark — and has been waiting to be chucked out ever since. Robert Hanks presents an elegy for pubs in literature and an exploration of what the smoking ban, the gastro pub and the five quid pint are going to do to writing.

It’s just under an hour long, but goes by quickly if you love this sort of thing, as I do. So settle in with a beer and give it a listen. Thanks to my friend Glenn Payne for letting me know about this fascinating show.

Filed Under: Just For Fun, Related Pleasures Tagged With: Beer Radio, History, Pubs, UK

Beer Birthday: J (Yes, Embarrasing Myself This Time)

March 3, 2010 By Jay Brooks

brookston
Today is my 51st birthday, and I’ve been overwhelmed by an embarrassment of riches from well-wishers sending me notes via e-mail, Twitter and Facebook. Thanks to one and all. Since it’s usually me posting embarrassing photos of my friends and colleagues, last year I posted a bunch encompassing my first 50 years on a page entitled Beer Birthday Overkill. From old baby photos to the high fashion of the 70s and beyond, they’re still up and good for a chuckle. So again in a spirit of fair play and transparency, here are a few more cringe-worthy photos from my days of youthful indiscretions.

confirmation-bowtie
Another classic from the early 70s, around 1972 or 73 when I was 13 or 14. It was taken for a church directory when the Lutheran Church I attended was celebrating their 100-year anniversary, or something like that. My Mom actually made the jacket and, no offense to her, but she was not the finest seamstress to peddle a sewing machine. You gotta love the butterfly bow-tie look. I’m sure glad that died a much-deserved fashion death.

wd37
At Woodstock (’94 — I’m not that old!) and yes, that’s a can of Miller Genuine Draft I’m holding. After a few days in the mud, we couldn’t be very picky or stand on ceremony about using the proper glass, sad to say. The sleepy-looking fellow next to me is Jim Noecker, my oldest friend in the world, who I’ve known since we were in kindergarten together.

sarah-10
While I can’t recall the exact details of where or when this photo was taken, it was definitely on one of my first dates with my wife Sarah, which places it around 1993 or so, roughly seventeen years ago. Good god, we look young.

There’s many more where these came from, just check out Beer Birthday Overkill and thanks again for all the birthday wishes.

Filed Under: Birthdays, Just For Fun Tagged With: History, Personal, Photo Gallery

Beer In Ads #57: Reading Beer’s Reach For Reading Draft

March 3, 2010 By Jay Brooks

ad-billboard
Since today’s my birthday, Wednesday’s ad is from my hometown of Reading, Pennsylvania, where the locak beer growing up was Reading Premium Beer. And let me clear up one thing right away — it’s pronounced “red-ing,” not “reed-ing.” We’re the first railroad in Monopoly. The Reading Brewery closed in 1976, but Schmidt’s continued to contract brew it for the local market, at least until 1987, when G. Heileman bought it. Eventually it became part of the Pabst stable of forgotten brands. Recently Legacy Brewing, also in Reading, Pennsylvania, resurrected the brand, but the website is down so I’m not sure what happened, though that’s not exactly a promising sign. It vwas actually harder to find an ad for them then I expected, but I tracked this one down from the Reading Eagle (one of two local papers, until they later merged with rival Reading Times). This ad ran in the August 18, 1964 newspaper.

reading-eagle-64

The ad uses one of favorite ad slogans of all-time, “The Friendly Beer For Modern People.” You just don’t see ad copy like that anymore, which is a shame. Slogans and copy today usually seem so calculated, so shaded with meaning, so safe and scientific. This just sparkles. Here’s the whole text of the ad:

The Friendly Beer for Modern People creates a magic mood of merriment. There’s loads of fun and friendship in brisk, frisky Reading Draft. So next time you’re out on the town, ask your favorite bartender to Reach for Reading Draft … a rollicking, frolicking brew!

friendly-beer

And while you can’t see it on the black and white tap handle in the ad, the Reading Beer logo is also very cool, with golden concentric circles around a blue dot in the center, also containing the brand name, as shown in the old beer tray below.

reading-tray

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

ABIB Restructures The Marketing Departments

March 3, 2010 By Jay Brooks

abib
For those of you following the transformation of Anheuser-Busch into Anheuser-Busch InBev, today’s St. Louis Post-Dispatch had an interesting article about a “shake-up in its marketing department.” Essentially, it “divides responsibility for beer brands along consumer-segment lines and places greater importance on developing new products and reaching multi-cultural consumers.” A few more of the proposed 450 lay-offs will come out of this reorganization of its marketing efforts, but no specifics were disclosed.

Filed Under: Breweries, News Tagged With: Anheuser-Busch InBev, Big Brewers, Business, Marketing

Beer In Ads #56: Dr. Seuss For Narragansatt

March 2, 2010 By Jay Brooks

ad-billboard
Here’s some bonus Beer In Ads for today, because Dr. Seuss — whose birthday is today — also created ads for the Narragansatt Brewery in Rhode Island during the 1940s. The brewery opened in 1890, but closed in 1981, and then the brand reappeared again in 2005.

Theodore Geisel, better known as Dr. Seuss, early in his career did advertising work for various companies, such as Schaefer beer and Narragansatt. I have yet one more fun Dr. Seuss and beer post planned for today, so stay tuned.

Narragansatt-tray
A “Gangway For Gansett!” beer tray for Narragansatt beer done by Dr. Suess.

Narragansatt-coaster
A coaster with Chief Gansatt and the tagline “Too Good To Miss.”

Narragansatt-bock
Narragansatt also apparently made a Bock, as well. This Dr. Seuss poster was done around 1942.

The new Narrgansatt also has some additional print ads that Dr. Seuss did for them. Though they’re small and fuzzy, they’re unmistakably his work. There’s two ads here and one more here. The book The Seuss, The Whole Seuss, and Nothing But the Seuss also includes some information about Geisel’s role in the Narragansatt beer campaigns beginning at page 226 (and there’s also more examples).

But one of the most fascinating revelations from the Narragansatt Beer website is the following:

We found was both his father, Theodor Robert Geisel, and grandfather Geisel were brewers. In fact his German immigrant grandfather owned the Kalmbach and Geisel Brewery, or “Come Back and Guzzle” by the locals, in Springfield. In 1894 it was renamed the Highland Brewery and five years later it became part of the Springfield Breweries. But in 1919 on the day Theodor Robert became president, prohibition forced the brewery to close forever. His father got a job as the city’s Parks Superintendent, but Theodor Seuss must have never forgotten how prohibition forced his family business to close. While attending Dartmouth College during prohibition he was arrested for throwing a drinking party and kicked off the Jack-O-Lantern, Dartmouth’s humor magazine. He continued to secretly submit works signed “Seuss.” This is the first record of Theodor Geisel using the “Suess” pseudonym which is both his middle and mother’s maiden name. During WWII he created anti-prohibition political cartoons and developed the Chief Gansett ads [for Narragansatt].

Filed Under: Art & Beer, Beers, Just For Fun Tagged With: Advertising, History

Anti-Alcohol Ads Driving People To Drink … More

March 2, 2010 By Jay Brooks

target-alcohol
I’ve long held the belief that anti-alcohol ads that attempt to stop people from drinking by trying to make them feel guilty are ineffective. Pointing out the harm that such people may cause to themselves or others never seemed like the right way to encourage responsible behavior. Many, if not most, people who abuse alcohol, or any other substance, usually do so for some underlying reason. Attacking the result and not the cause always seemed like the wrong approach, like blaming the gun instead of the person who pulled the trigger. It turns out my intuition may have been correct after all.

A study soon to be published in the April edition of the Journal of Marketing Research appears to confirm that. The article, Emotional Compatibility and the Effectiveness of Antidrinking Messages: A Defensive Processing Perspective on Shame and Guilt by Nidhi Agrawal and Adam Duhachek, is based on research conducted at the University of Indiana. Their research revealed that not only do such guilt-ridden ads not work, but they actually exacerbate the problem, making it worse.

According to IU researcher Duhachek:

“The public health and marketing communities expend considerable effort and capital on these campaigns but have long suspected they were less effective than hoped,” said Adam Duhachek, a marketing professor and co-author of the study. “But the situation is worse than wasted money or effort. These ads ultimately may do more harm than good because they have the potential to spur more of the behavior they’re trying to prevent.”

That’s right folks, the neo-prohibitionist groups that have been trying to guilt people into not drinking have actually been making people drink more, perhaps causing more harm than if they’d just shut up and let people live their lives.

Here’s more about the study from a recent press release from the Indiana University Newsroom:

Duhachek’s research specifically explores anti-drinking ads that link to the many possible adverse results of alcohol abuse, such as blackouts and car accidents, while eliciting feelings of shame and guilt. Findings show such messages are too difficult to process among viewers already experiencing these emotions — for example, those who already have alcohol-related transgressions.

To cope, they adopt a defensive mindset that allows them to underestimate their susceptibility to the consequences highlighted in the ads; that is, that the consequences happen only to “other people.” The result is they engage in greater amounts of irresponsible drinking, according to respondents.

“Advertisements are capable of bringing forth feelings so unpleasant that we’re compelled to eliminate them by whatever means possible,” said Duhachek. “This motivation is sufficiently strong to convince us we’re immune to certain risks.”

So essentially, the ads trigger a defense mechanism that causes people “to believe that bad things related to drinking can only happen to others and can actually increase irresponsible drinking.”

Onlybeer
An anti-alcohol group’s PSA equating beer with heroin. It was never funny, and I always found it offensive, but it turns out it may have even driven people to drink more. You can also see more of the ads the researchers used for their study at the Media Awareness Network.

Even though the study won’t be published until next month, you can read an advance pdf of it at the Advance Articles page of the Journal (it’s the sixth one from the top). The study is 32-pages long, with another 10 pages of bibliography and other supporting data.

While the study stops short of suggesting that such ads have over time made teens and other target demographics drink more, they do caution that future ads seeking to curb dangerous behaviors employing “guilt and shame appeals should be used cautiously.” Essentially, they politely suggest that the anti-alcohol community think about what they’re doing and the consequences of ad campaigns that do not include a well-planned media strategy. What I wonder is whether or not the groups responsible for such ads will feel any guilt themselves for driving people to drink more.

UPDATE: Advertising Age had another story about this study, but from the perspective of the journal article’s other author, Nidhi Agrawal, from the Northwestern University’s Kellogg School of Management.

Filed Under: Editorial, News, Politics & Law Tagged With: Advertising, Prohibitionists, Statistics

Beer In Ads #55: Dr. Seuss For Schaefer

March 2, 2010 By Jay Brooks

ad-billboard
Tuesday’s ad is for Schaefer beer promoting their bock beer in the early 1940s. It was done by none other than Theodore Geisel, better known as Dr. Seuss. Today is the birthday of Dr. Seuss, who early in his career did advertising work for various companies. I have some more fun Dr. Seuss and beer posts planned for today, so stay tuned.

Schaefer-seuss
Classic Dr. Seuss for Schaefer’s Bock beer, from March 1937.

Seuss-Bock
Here’s another Dr. Seuss bock advert for Schaefer Bock.

Filed Under: Art & Beer, Beers, Just For Fun Tagged With: Advertising, History

« Previous Page
Next Page »

Find Something

Northern California Breweries

Please consider purchasing my latest book, California Breweries North, available from Amazon, or ask for it at your local bookstore.

Recent Comments

  • Bob Paolino on Beer Birthday: Grant Johnston
  • Gambrinus on Historic Beer Birthday: A.J. Houghton
  • Ernie Dewing on Historic Beer Birthday: Charles William Bergner 
  • Steve 'Pudgy' De Rose on Historic Beer Birthday: Jacob Schmidt
  • Jay Brooks on Beer Birthday: Bill Owens

Recent Posts

  • Beer In Ads #5255: Bock de Bière May 27, 2026
  • Beer Birthday: Shaun Hill May 27, 2026
  • Beer Birthday: Jim Koch May 27, 2026
  • Beer In Ads #5254: Geo. Walter Bock Is Just What You Need To Tone Up Your System May 26, 2026
  • Beer Birthday: Masaharu Morimoto May 26, 2026

BBB Archives

Feedback

Head Quarter
This site is hosted and maintained by H25Q.dev. Any questions or comments for the webmaster can be directed here.