Brookston Beer Bulletin

Jay R. Brooks on Beer

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The Beer Label Dog

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This is pretty cool. I stumbled upon this doing some random searching. You’ve probably seen those mosaic photo posters where tiny photos are used to create another photo along the lines of pointillist painting. The one below is an example from a software website for Mazaika, a program that facilitates making mosaic photographs. This photo of a dog is made using nothing but beer labels. Clicking on the thumbnail below will allow you to see a much larger version of the photos where you can better see the individual beer labels.

 

Quick Chilling Beer With Dry Ice

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The New Zealand Herald reported Tuesday that a Massey University student in Auckland has invented a novel device to quickly chill beer in a fraction of the time, potentially allowing people to leave the cooler at home. It’s one of thirty inventions being exhibited at the three-day Design Exposure 2007, which began Wednesday, at Massey University’s Auckland School of Design.

Twenty-two-year-old New Zealander Kent Hodgson came up with the idea for his device after being frustrated by warm beer at a backyard barbecue earlier this year. He calls it a “Huski,” and it’s described as using a “rapid cooling beverage process” involving dry ice.

“You have plastic cooling cells which are pressed down into the dock which houses the liquid carbon dioxide. The liquid CO2 expands and is pressurized into dry ice in the base of the cooling cells … in a moment.

“You then pop it into your drink and then proceed from there as you normally would.”

With a surface temperature of minus 78.5C, dry ice has a cooling capacity almost four times that of the same amount of regular ice.

“The cooling power is almost instant and is utilized for several minutes and it doesn’t dilute the drink like ice would,” said Mr. Hodgson.

One canister can chill a little more than a case of beer bottles for only about seven cents. But the initial cost of the device will likely be around $50, so you’ll probably have to do a lot of drinking to make it cost effective. Still, if it allows you to not have to lug a cooler around with you that could be a good thing.

The real question is whether or not the rapid cooling using dry ice will damage the beer in the process. Generally speaking, putting beer into the freezer to quick chill it will cause the beer to break down chemically causing chill haze, producing little floating particles in the beer and altering its taste (and not for the better). That’s why it’s never a good idea to put your beer in the freezer. Does dry ice do the same thing? It would logically seem that any method that chills the beer too quickly would similarly damage it, but I’m not a scientist so I can’t really say if using dry ice will cause the same problems. Until then, it’s an intriguing idea, at least.

Inventor Kent Hodgson shows off his “Huski” quick beer chilling device.

 

Chocolate’s Popularity Began With Beer

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A new article in the Proceedings of the National Academy of Sciences, a government journal, has determined that ancient Mesoamericans, as long ago as 3,100 years, were using cacao — the stuff chocolate is made from — in a beverage that bears a remarkable similarity to beer. Pottery vessels not unlike the one below recently discovered in Honduras have been found to have residues inside them from cacao plant. It is believed that the beer-like drink was a status symbol used during celebrations in the ancient society.

From a Reuters article:

One of the researchers, anthropologist John Henderson of Cornell University in Ithaca, New York, said cacao beverages were being concocted far earlier than previously believed — and it was a beer-like drink that started the chocolate craze.

“What we’re seeing in this early village is a very early stage in which serving cacao at fancy occasions is one of the strategies that upwardly mobile families are using to establish themselves, to accumulate social prestige,” Henderson said in a telephone interview.

I think this is part of the process by which you eventually get stratified societies,” Henderson said.

The cacao brew consumed at the village of perhaps 200 to 300 people may have evolved into the chocolate beverage known from later in Mesoamerican history not by design but as “an accidental byproduct of some brewing,” Henderson said.

The style of the 10 small, elegant serving vessels suggests the cacao brew was served at important ceremonies perhaps to celebrate weddings and births, the scientists said.

 

Craft Brewers Merge, Too

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The last time I took a trip, that one to Denver for GABF, Miller and Coors merged their domestic operations. Now I’m in Munich, Germany on my last day of a long beer trip and Widmer Brothers and Redhook announce, they too, will be merging. I have got to stop leaving the house otherwise who knows what might happen next.

Maybe it’s because the news reports I read were from Seattle newspapers, but I was surprised that Redhook is the buyer because Widmer has been the much stronger performer ever since Anheuser-Busch purchased minority stakes in both breweries in the late 1990s. Shortly thereafter, Redhook was called “Budhook” derisively by many craft beer aficionados and their reputation, as well as their business, did appear to suffer. Certainly Redhook was not as active in the community as they had been before. Widmer Brothers, on the other hand, seemed to maintain their reputation and sales continued to grow. But perhaps more importantly, the Widmers continued to be active in the brewing community and were out in the public, effectively managing to keep the perception intact that they are a quality-minded small craft brewery.

Redhook reportedly will buy stock in Widmer valued at about $50 million. The new company’s name, with no touch of irony, will be called the “Craft Brewers Alliance.” Both Widmer and Redhook will continue to brew beer as before at their respective breweries.

Their combined output will be approximately 600,000 barrels, enough to catapult them into the top ten, probably around eighth or ninth. The pair separately was number 11 and 12 last year. Kurt Widmer will become the chairman of the Craft Brewers Alliance, which also has a stake in Chicago’s Goose Island Brewing and a distribution agreement with Hawaii’s Kona Brewing. Paul Shipman, who helped found Redhook, will be given the title chairman emeritus, but effectively will be retiring from the day to day operations of the business.

 

Moylan’s Brewing Dinner at Noonan’s

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After the great success of Noonan’s last beer dinner featuring Arne Johnson’s beers from Marin Brewing, they’re hosting another one, this time featuring Denise Jone’s beers from Moylan’s Brewing from my hometown of Novato. It will be a four-course dinner and should be well worth the $79 price of admission. It will be held at the Noonan’s Bar & Grill in Larkspur (across from the ferry landing) on Thursday, November 15, 2007, beginning with a reception at 7:00 p.m. Call 415.342.1592 for more information and reservations.

 

The Menu:

 

Reception: 7:00 PM

Northern California Artisan Cheese Plate, including Vella Farms Daisy Cheddar, Laura Chenel Chevre, Point Reyes Blue and Joe Matos St. George

Beer: Moylan’s Brewery Celts Golden Ale and Moylan’s Brewery Dragoons Irish Stout

Dinner: 7:30 PM

First Course

Seared Sesame Crusted Ahi Tuna with frisee, red onion, soy ginger viniagrette

Beer: Moylan’s Brewery White Christmas Witbier

Second Course:

Autumn Vegetable Soup with huajillo chile broth

Beer: Moylan’s Brewery Moylander Double IPA and Pomegranate Wheat Ale Granita

Third Course:

Roasted Niman Ranch Pork Roulade with pignoli & wild mushroom stuffing, red cabbage, potato pancake, sweet onion white wine reduction

Beer: Moylan’s Brewery “Moylanfest” Oktoberfest Marzen

Fourth Course:

Granny Smith Apple & Triple Cream Brie Turnover with port candied cranberries & fig chutney garnish

Beer: A trio of Moylan’s Brewery barrel aged beers: Old Blarney Barleywine, Ryan Sullivan’s Imperial Stout and Hopsickle Imperial Ale

Denise Jones behind the bar at Moylan’s.

 
11.15

Moylan’s Brewing Beer Dinner with Denise Jones

Noonan’s Bar and Grill, 2233 Larkspur Landing Circle, Larkspur, California
415.342.1592 [ event website ]
 

Stella Artois’ Take On Their New Web Launch

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Those of you who have been following the online debate among beer bloggers regarding ethics which was sparked by e-mail many of us received regarding the new Stella Artois website launch will no doubt be intrigued by their latest press release, which was about the website re-launch. In it, they claim that traffic has increased twenty-fold since the re-launch.

Here’s the part I think many of you will find interesting:

Both the mainstream media community as well as the social media internet community have broadly praised the website, developed by Lowe Worldwide under the direction of the Global Stella Artois brand team, and it has been awarded ‘Site of the Week’ status by the FWA.

“The interesting thing is that people are also staying on our site much longer than industry average estimates of 45 seconds,” said Neil Gannon, Global Marketing Manager for Stella Artois. “In fact, the main site attracts a viewing time of four minutes, with many people watching the short La Bouteille film, which also serves as the navigation for the site, for well over five minutes. And 30% of visits to our site are through word of mouth, rather than search engines, which is a really nice compliment,”

Reader reactions on industry blog Ads of the World (which advised readers to put aside at least half an hour to view the site) included “Wonderful! Engaging and entertaining”, whilst “Captivating, original and exciting” was the reaction from Welcome to the Future whose readers gave the site 4.8 out of 5.0. Contagious Magazine called the site an “online epic”, whilst Clare Beale, Editor of industry publication Campaign magazine and contributor to The Independent newspaper in the United Kingdom, called the website “cunning” and “with an entertainment value that means that viewers will spend time on the site and return for more.”

My initial reaction is that it clearly shows how they intended to use the beer blogging community as well as the online community generally. But I’ve been drinking seemingly non-stop in Germany for the last two days, slightly sleep-deprived and wanting desperately to go to sleep so I’m in no condition to give this my usual overthinking. So instead I’ll ask you what you think about this latest press release from Stella Artois and whether or not it has any relevance or effect on our earlier dialogues?

 

A Cool, Blonde Drink of Offense

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Since I’m in Germany right now, this item caught my eye. It’s about the National Organization for Women (or NOW) singling out St. Pauli Girl’s new ad campaign as being “offensive to women.” Adrants described the new campaign as follows:

In its new campaign, dubbed “Drop Dead Refreshing,” St. Pauli Girl is playing a little game with us. Front and center in the brewer’s new print campaign is the image of a model Photoshopped to look like beer. As an added twist to the campaign, the model is said to be “renowned and popular” and those who care, can guess the model’s identity on the brewers website. Her identity will be revealed this spring.

St. Pauli Girl’s press release indicated the new ads would begin running this spring and I’m not sure when NOW weighed in with their offense. There are certainly ads at NOW’s website collection of offensive ads which I can understand them finding offensive with and with which I agree with their assessment. BUt I’m not so sire about the St.Pauli Girl ad. Here’s the ad reprinted below along with the caption from NOW’s website.

St. Pauli: A woman presented as a human beer bottle—now that should make you foam at the mouth. Once you’ve finished consuming her, should you just discard her like an empty beer bottle?

Here’s what I don’t understand. What makes NOW think the woman is being portrayed as a beer bottle? If your eyes aren’t enough, the press release makes it pretty clear that she’s not meant to be the bottle. She’s even wearing a dress made of beer, along with her entire body, except for hair which instead is, rather fittingly, the head of the beer. There at least two additional ads which make the case for her being beer rather than a bottle even more ironclad. As a result their analogy of discarding St. Pauli Girl after drinking her falls flat. I don’t think is necessarily the finest beer ad I’ve ever seen and St. Pauli Girl is not an especially wonderful beer, but I don’t see as the most egregious beer ad I’ve seen and it doesn’t rise to anywhere near Miller’s infamous mud wrestling ad.

We know sex sells. Men like it, but so do women. They just respond to its imagery in some starkly different ways. If you want to trigger sexual emotions in men or women you have to employ widely varying techniques to reach each gender. Does using sex in advertising by definition make it bad a priori? It seems to me that our proclivity to respond emotionally to sexual cues is deeply embedded in our nature and advertisers exploit that very human nature precisely because it’s so effective.

Advertisers are not generally speaking the most moral among us. They have a job to do and they do it pretty well but they rarely consider anything beyond their goal. As comedian Bill Hicks was fond of saying. “If you’re in advertising or marketing, please kill yourself. You are Satan’s little helpers and there’s no rationale for what you do. Go on. Kill yourself.” I guess what I always took away from that sentiment is that all advertising is essentially morally questionable because it uses whatever means necessary to achieve a goal and the idea that the ends justified the means was essentially taken for granted as an unquestionable foundation of the industry.

So I think their criticism of this specific ad comes down to the question of whether it’s better or worse than the general state of advertising. It doesn’t seem to me this is even the worst of the many questionable beer ads. First of all NOW seems to have misunderstood the ad by thinking the woman was being depicted as a bottle and then leapt to some self-serving conclusions that don’t really seem to be supported by the evidence. Is a great ad? No, not really. It’s better than some, worse than others. I realize as a man I’m ill-suited to decide what’s offense to women, but I don’t think that means whatever NOW says must be true just because they say so.

Forget Gatorade, Drink Beer

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football
As reported in England’s Telegraph, a new Spanish study has concluded that the best thing you can drink after playing vigorous sports is not Gatorade, but beer. Specifically, the study found that for the dehydrated person, beer helps retain liquid better than water. Wow, finally a good reason to work out.

Session #9: Music & Beer

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Our ninth Session, hosted by Tomme Arthur at the Lost Abbey Brewer’s Log, involves the pairing of beer with music, another subject near and dear to my heart. My original aspiration was a career in music, preferably writing, and once upon a time I played the saxophone and clarinet. What’s interesting about that is how common it is. There are so many brewers and beer people who are musicians that it’s harder to not find a brewing musician than it is to find one.

It’s almost five in the morning on Friday, and I have to get on a plane in a few hours for a trip to Germany. Couple that with the lost days in Pennsylvania to attend my great aunt’s funeral earlier this week and I’ve gotten myself more behind than usual. So instead of something new, I’m instead going to quote myself from a piece I did on beer and music for Beer Advocate magazine’s May issue.

Music has a way of getting under the skin and directly into our soul. It touches us in ways that seem almost magical. Hearing an old tune can transport us back in time and allow us to relive memories. A new song can infect us with a desire to dance, commune with friends or shout to the heavens. As German philosopher Friedrich Nietzsche quipped, “Without music life would be a mistake.”

Only beer can make this experience more intense. Alcohol is called a social lubricant for good reason. When enhanced by the inhibition-releasing power of beer, music comes alive and worms its way into our very being. As Nietzsche later wrote, “For art to exist, for any sort of aesthetic activity or perception to exist, a certain physiological precondition is indispensable: intoxication.” So it is that brewers provide an invaluable service to humanity’s progress and spiritual evolution. They create the catalyst that allows great music to flourish and they give all of us a simple way to enhance life’s pleasures. For this reason, music and beer go together like no others and create a combination that’s bigger than the sum of its parts. A good beer makes the music sound better and a good song cries out for a brew.

To the outsider, both beer and music seem to flow chaotically, yet both are very ordered and mathematical. The best of brewing is both art and science, and brewers who make a consistent beer are fastidiously organized. There is a precision integral to the process from how long the boil lasts to at what exact moment to add the hops and in what amount. So, too, music can be endlessly ordered into time signatures and tempos. For each, measures are very important. Both musicians and brewers express themselves as artists by putting a lot of themselves into their craft, be it a new stout or a new song. But beyond that, because of the nearly infinite combination of 12 notes and four basic ingredients, both pursuits are a kind of ordered chaos. It’s no surprise then, given these fundamental similarities, that many brewers are also musicians and many breweries have their own band. The same type of person is drawn naturally to both pursuits.

So no specific tasting this session for me, but really every tasting involves music as a backdrop so perhaps it’s not necessary. As no doubt will be shown time and time again in the posts that will appear for this session, beer and music are inextricably linked. My iPod is loaded with beer drinking songs and my brain is loaded with beer memories that are triggered by music. All I need is a beer to complete the cycle. But of course that will only make me thirsty for more music.