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Jay R. Brooks on Beer

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The Budweiser Film Studio?

August 22, 2006 By Jay Brooks

According to Advertising Age — and they should know — Anhesuer-Busch is creating a new film and TV production division within the company to create original content. Initially at least the new programs will be primarily “humorous shorts and sitcom-type programs to be broadcast over the Internet and to cellphones, according to four people familiar with the matter, and could branch into full-length films.”

They’re also reporting that this venture will draw from A-B’s $1.56 billion marketing budget and will be to date its “most ambitious by far.” Several years ago A-B tried “Bud TV” but nothing much came of its single effort. A-B did its first product placement deal in Wedding Crashers last year and it was apparently a big success, leading to other Hollywood alliances. That experience was undoubtedly the impetus to take things even further but also to keep creative control.

Critics hope the venture will distract them from their core business but that doesn’t seem likely. A-B is too big with too many resources for that to be a reasonably probable outcome. I can’t help but wonder what the upcoming film Beerfest would look like if it was a Budweiser film?

Filed Under: News Tagged With: Business, National

Craft Beer Up 11% for First Half of 2006!

August 21, 2006 By Jay Brooks

It’s been exactly ten years since the craft beer industry has seen double-digit growth. Back in the heady days of 1996 it seemed like a new brewery was opening every week. But that came to a screeching halt and things calmed down, the media turned its attention to the next big thing, and brewers got on with the job of making great beer.

Then a curious thing happened several years ago. Slowly but surely the craft beer numbers began to rise. Slowly at first, but more importantly it was happening consistently year after year. Now more great news today. So far in the first half of this year, craft beer sold looks to be 11% over the same period last year.

Said Paul Gatza, Director of the Brewers Association professional division, in a press release today. “The rate of growth in the craft beer segment appears to be accelerating. This is the third straight year we’ve seen an increase in the craft beer growth rate.”

Also from the press release:

The current surge in growth comes on top of strong performance by the nation‚s small, independent and traditional brewers over the last two years. In 2004, the volume of craft beer sold increased by 7 percent and in 2005 it rose by 9 percent.

“This growth represents strong performance by established craft brewers over several years,” said Ray Daniels, Director of Craft Beer Marketing for the Brewers Association. “Unlike the early days of our industry, newly founded breweries do not add significantly to industry-wide production.”

“The current trend in craft beer sales increases demonstrates a growing consumer preference for the diverse and flavorful beers made by craft brewers,” said Gatza.

Now that puts a smile on my face.

Filed Under: News Tagged With: Business, National, Press Release

Organic Beer in Texas

August 21, 2006 By Jay Brooks

There was as interesting overview of the obstacles of buying, selling and making organic beer in the Star-Telegram last week. The article had a special emphasis on its market in Texas, but also had a decent amount of general information.

Filed Under: News Tagged With: Mainstream Coverage, Organic, Southern States

Russian River Beer Revival & BBQ Cook-Off

August 21, 2006 By Jay Brooks

Saturday I took the whole family to the Russian River Beer Revival & BBQ Cook-Off in Guerneville, California. It was held at Stumptown Brewery at a perfect location right along the river. I’m doing a story about the festival and the brewery for the next issue of the Celebrator Beer News, but in the meantime here are some photos from the event.

Stumptown Brewery on River Road in Guerneville.

The festival booths making barbecue and pouring beers was right along the Russian River.

Vinnie Cilurzo pouring a big bottle of Damnation.

Vinnie and Natalie.

Carla and Peter Hackett. co-owners of Stumptown Brewery, along with Natalie Cilurzo, the brains behind the success of Russian River Brewing.

Some people paddled their canoes to the festival.

Natalie snuggles with my daughter Alice.

The food and beer was great, with booths of fruits and vegetables along with all the barbecue. Throughout the day, several bands entertained the crowd, many of whom took to dancing.

Filed Under: Events, Food & Beer Tagged With: California, Festivals, Northern California, Photo Gallery

Your Beer Personality

August 20, 2006 By Jay Brooks

I enjoy personality quizzes, actually quizzes of almost any kind, so I’m not necessarily predisposed to find fault with them. But this one is another story. There’s a website called Blogthings that has literally almost 300 quizzes for people to use on their blogs, presuambly to spice them up with something fun. Most are five questions with several choices each. Their tagline is Cool Things to Put In Your Blog.

A friend sent me this one, it’s “What’s Your Beer Personality?” Five questions, six possible answers to each one, and it purports to tell you your beer personality by determining what beer you are based on your answers. There are 7,775 different possible ways to answer the five questions but as far as I can tell from playing around with the quiz, there are only six different personalities possible: Bud Light, Guinness, Heineken, Olde English and Sam Adams.

I realize this things are just for fun, they’re not meant to be taken too seriously. But it seems to me they should bear at least some passing resemblence to reality. Whoever put this quiz together apparently knows nothing about beer and thinks there are only six personality types. I certainly wasn’t expecting a Westmalle Tripel personality or Rodenbach Grand Cru but not even a Sierra Nevada Pale Ale? And the beers don’t really seem to fit the personalities, but they do say a lot about stereotypes many people have about beer and what certain brands mean or have come to mean through marketing and advertising.
 

Here are the 6 beer personalities:

You’re not fussy when it comes to beer. If someone hands it to you, you’ll drink it. In fact, you don’t understand beer snobbery at all. It all tastes the same once you’re drunk! You’re an enthusiastic drinker, and you can often be found at your neighborhood bar. You’re pretty good at holding your liquor too – you’ve had lots of experience.

Okay, this one’s near the mark. If you’ll drink this beer, you will drink anything and not notice the difference. It all tastes the same, even if you’re not drunk.

You don’t drink for the love of beer. You drink to get drunk. You prefer a very light, very smooth beer. A beer that’s hardly a beer at all. And while you make not like the taste of beer, you like the feeling of being drunk. You drink early and often. Sometimes with friends. Sometimes alone. All the party needs is you!

How could you, at least not if this is your choice. “Hardly a beer at all.” Hilarious. Corona was the answer to the question “what is your least favorite beer?” when posed to Michael Jackson when he was a guest on the Conan O’Brien Show in April of this year.

You know beer well, and you’ll only drink the best beers in the world. Watered down beers disgust you, as do the people who drink them. When you drink, you tend to become a bit of a know it all – especially about subjects you don’t know well. But your friends tolerate your drunken ways, because you introduce them to the best beers around.

This was the one I got when I answered the questions seriously, and it’s pretty sad that in the mind of the quiz, this is one the best beers the world has to offer. Which of the at least eleven different recipes of Guinness brewed worldwide are they talking about? Hopefully not that abomination that Diageo foisted on America, the widget bottle, which tried to undo decades of progress by marketing it to be consumed directly from the bottle. It’s also funny that they claim Guinness drinkers don’t like their beer watered down, since Guinness is a low alcohol beer and not heavy at all.

You appreciate a good beer, but you’re not a snob about it. You like your beer mild and easy to drink, so you can concentrate on being drunk. Overall, you’re a friendly drunk who’s likely to buy a whole round for your friends… many times. Sometimes you can be a bit boring when you drink. You may be prone to go on about topics no one cares about.

This is a bit surprising, since all of Heineken’s advertising is aimed at creating a perception of sophistication and premium quality, despite the fact of its legendary skunkiness. This, along with Corona, is one of the world’s worst beers. That it’s so popular is a testament to the advertising industry. That it is a personality is truly frightening.

Drinking is more than a hobby for you. It’s your favorite drug. When you drink, you want to get wasted. As quickly and cheaply as possible. Looking back on your best times drinking… well, you don’t remember them at all. You may be a few brain cells short, but you still can chug a 40!

This one’s just too easy. I guess there must really be people like this. Malt liquor does sell, after all.

You’re fairly easy to please when it comes to beer – as long as it’s not too cheap. You tend to change favorite beers frequently, and you’re the type most likely to take a “beers of the world” tour. When you get drunk, you’re fearless. You lose all your inhibitions. You’re just as likely to party with a group of strangers as you are to wake up in a very foreign place.

This one doesn’t even make much sense to me. It’s not like Sam Adams beer is expensive. And frankly, why is a “‘beers of the world’ tour” a bad thing? Or changing your choice of beer? As the only beer personality in the canon approaching craft beer, I can’t understand why it’s not the pinnacle.

Alright, I know this whole thing is pretty silly, but it was a quiet Sunday. Don’t take my word for it. Take the quiz for yourself. See what your beer personality is.

Filed Under: Editorial, Just For Fun

Chugging Contests to Promote Brewfest

August 20, 2006 By Jay Brooks

A few weeks ago I opined that the upcoming movie Brewfest was going to do nothing good for the good beer movement, and might even cause further harm to beer’s already beleaguered image. I even argued that position on a recent interview on the Brewing Network. Even though I’ve not seen the movie, everything I have seen has filled me with a growing sense of dread.

Along comes today’s Patriot-News of Harrisburg, Pennsylvania, the capitol city’s newspaper, with a story about how the co-creators and stars of Brewfest are promoting the film. It seems director Jay Chandrasekhar and “his co-writer/co-star/co-producer Paul Soter, 34, have been touring the country challenging locals to beer-chugging contests.” So to all of you who’ve defended this movie, I ask you. Is that really a good way to promote good beer? Is that good for beer’s image? I can just image how the MADD mothers will use this to their advantage.

“No team has beaten them yet.” The pair of filmmakers told the paper. Well, congratulations. You must be very proud. It’s good to have goals, and such lofty ones at that. That’s exactly what the beer industry needs, high-profile people in the media spotlight with the goal of chugging more beer than anybody else. It may sell newspapers and even the movie, but it does nothing to give beer any respect and in fact even undermines it more that the damage done year after year by the advertising created by the big breweries.

The Patriot-News describes the movie thusly:

The movie “Beerfest,” opening Friday, is most definitely an R-rated comedy that proudly features gratuitous nudity and all sorts of rude behavior, mostly involving imbibing lots of alcohol.

In and out of the movie, chugging beer is a bad idea.

Filed Under: Editorial, News Tagged With: National, Promotions

Beer Only Fit for Guzzling

August 18, 2006 By Jay Brooks

I realize that the Ventura County Reporter isn’t exactly mainstream media, but they’re in print and people believe what they read in print, so they’re fair game as far as I’m concerned, especially when they wear their ignorance on their sleeve. A regular column in the alternative weekly, called Body Politics, is written by Robert Ferguson, who apparently is a diet guru, at least according his byline, which reads:

Robert Ferguson is recognized as the weight loss “guru” and wellness expert, co-author of Fat That Doesn’t Come Back, speaker and has Diet Free Life offices in Southern California. E-mail him at robert@dietfreelife.com, or visit his Web site at www.dietfreelife.com.

Apparently in his column each week he answers questions sent in by readers. This week’s is particularly troubling. The question is innocuous enough, here it is:

You often talk about the benefits of drinking wine, but what about beer?

— Cia W., Thousand Oaks

Okay, Bobby, you got my attention, please tell me. What are the benefits of drinking beer? He brings up only one of the numerous studies showing health benefit for moderate beer drinking, this about “men who drank 11-24 pints” having a 66% reduced chance of getting a heart attack over teetotalers who drank none at all. All well and good, but he also says that the scientists conducting the study were “shocked” by the findings. Hardly. It’s not like the health benefits of beer is a new phenomenon. People have known beer is good for them for millennia and there were centuries when it was preferable to water, health-wise. But it shows his true disdain for beer while at the same time trying to appear unbiased.

Ignoring the many other and different ways beer provides health benefits, he then suggests that “[j]ust because there is a hint [my emphasis] of health associated with beer doesn’t mean it’s to your benefit to rush out and purchase a case of your favorite flavor.” Setting aside that beer doesn’t really come in “flavors,” but styles, just because he apparently knows only about a single study doesn’t mean there’s only a hint of benefits. A simple Google search of “health benefits of beer” would have revealed to him over 9 million hits! Even if only a tiny fraction were legitimate scientific studies, that would still be many more than one. Just in the last few years, there have been many new major findings on the health benefits of beer. But why use facts, when as a “guru” you can pretend to know what you’re talking about.

But Bobby’s not done insulting beer yet, as he ends with this bit of wisdom:

The challenge with beer is that it’s not usually sipped, but guzzled. And guzzling positions you to consume more than if you were to sip it.

Now here was a perfect opportunity to educate Cia and his readers that there are thousands of great beers designed to be sipped rather than knocked back. But instead Bobo, who appears to know precious little about beer, chose instead to recommend the following:

If you want weight loss however, choose a five-ounce glass of wine instead.

Dammit this is the sort of thing that if I were a cartoon would make smoke shoot out of my ears. Why does wine always get trotted out as this saintly stuff, perfect for a diet? Ferguson cautioned earlier in the article that beer had “alcohol and calories,” making it bad for dieting, apparently. But so does wine. And ounce for ounce wine has more calories than beer does. There’s 100 calories in five ounces of wine, while a similar amount of beer contains (depending on the amount of protein) between 50-75 calories which is — say it with me — less. Why couldn’t he have suggested that Cia share a nice bottle of Cuvee de Tomme (Ventura is in Southern California, after all) with some friends, having only five ounces herself in a nice tulip glass? She was asking about beer, after all, not wine. But talk of alcohol and health always seems to work its way back to grapes, despite the mounting evidence of beer’s positive benefits in a myriad of areas. This perception of wine as angelically good and beer as demonically bad is one tough nut to crack. People seem very, very attached to this misconception. We could debate the reasons for this and where the culpability lies, but that’s for another day. The fact is our cause it not helped by so-called experts like this guy who in his zeal to sell diet books, magazines and his online weight loss program, ignores the facts and plays on old stereotypes to misinform the public.
 

Robert Ferguson, the “Diet Guru.” “Remember kids, don’t guzzle that beer, you’ll get fat.“

Filed Under: Editorial, News Tagged With: California, Health & Beer, Mainstream Coverage, Southern California

The Pour’s the Thing

August 17, 2006 By Jay Brooks

No one in his right mind would argue that it’s better to drink beer directly from the bottle or can, yet thousands — perhaps millions — of people do that every single day. So getting people to first pour their beer into some type of vessel, preferrably a glass one, is job one. The advantages should be obvious. The head produced when you pour beer into a glass releases carbon dixoide (CO2) and makes the beer much less gassy. That’s why bottle drinkers burp and … well, you know. Also, the CO2 gets in the way of whatever flavor is in the beer because it overpowers it, so it’s absoluetly essential that you let the beer breathe. Usually that one big exhale when you pour it is enough, but what’s the best way to pour your beer into the glass?

On this point, many people differ, often bitterly. Today’s Sun-Sentinnel (which covers south Florida) has an article entitled “Beer foam foments flavor,” which explores this idea of a right way to pour a beer in surprising detail.

Boston Beer’s Jim Koch weighs in first, saying “A nice collar of foam around a glass of beer not only is aesthetically pleasing but serves a real function.”

He continues in the article:

“As the CO2 [carbon dioxide] rises in the glass, the beer will capture some of the hop aroma, and the foam releases this aroma,” Koch says. The more protein in the beer, the more sizable and durable the head.

The practice was so widespread, Koch says, that the ritual of pouring a glass with a good collar of foam practically disappeared, unless one happened on a knowledgeable bartender.

Pour the beer down the middle of a slightly tilted glass, straightening the glass gradually. If it is a bottle-conditioned beer, you can leave a half-inch of liquid in the bottle to keep the yeast sediment from clouding your beer.

Next up, Grady Hull, assistant brewmaster at New Belgium Brewing, who “agrees that the foam affects the flavor.” His take:

“Some aromas are released by the foam, and others are held in to be released as the beer is consumed,” Hull says. “It’s also an indication of the content of the beer. Beers made with cheap adjuncts like rice and corn are typically low in foam because they are low in protein.”

Lastly, Sam Calagione, of Dogfish Head Brewing, adds that “a good inch (two fingers) of froth on a glass of craft beer” is ideal.

CAMRA, unfortunately, while having done much else that is good, has been whining for years that a large head is cheating consumers out of their full pint of beer. They’ve been stubbornly demanding taller and taller glasses so that the liquid comes up to a pint line and the foam extends beyond it but still is in the glass. But the foam, of course, consists of a percentage of liquid which slides back into the glass as the bubbles dissipate. This argument for larger glasses always struck me as pedantic. A pint is 16 oz., not 20 oz., as is the British Imperial Pint. If pub owners want to end this argument, all they need do is stop selling pints and instead offer a glass of beer (which then could be of any size) for a set price. That the word “pint” is the trouble strikes me as fairly ridiculous. But I think this had led many to believe that a good-sized head is not desireable, and that is not the case at all.

Here in the states, the American-style lagers manufactured by the big breweries are all very highly carbonated, most likely to mask the lack of flavor underneath. One thing you can say about the big guys is they’re not stupid. These beers from the bottle have to be poured down the side of the glass, otherwise you’ll have foam everywhere. Notice you rarely, if ever, see their products in a glass in print or television ads. Letting an American-style lager breathe will reveal more of it’s actual flavor and that’s not necessarily something they want to do. So I was particularly puzzled to discover that the Beertender Guide to Serving Packaged Beer actually suggests the following:

Don’t pour the beer by the “down-the-side” method. This minimizes the foam, and the beer looks flat and will taste gassy. CO2 is retained in the beer and swallowed, so your customers fill up faster — and they may not have room for snacks or a meal.

The Beertender Guide is maintained by Anheuser-Busch for their wholesalers. It’s shared content that any of them can use on their individual websites and/or to train their employees. Their advice on pouring is also quite interesting.

For the smoothest taste, pour beer to produce a nice head or collar of foam.

  • Place the neck of the bottle or lip of the can over the edge of a clean glass or cup.
  • Quickly raise the bottom of the bottle or can to a high angle, causing the beer to agitate into the glass.
  • Lower the bottom of the bottle or can to reduce the flow until the foam rises to the rim.

This flies in the face of some conventional wisdom, especially the 45° angle theory, which is quite prevalant among most craft brewers. Beer Advocate, for example, in their advice on How To Pour Beer, advocates this method and even has a little online video of founder Todd Alström pouring a glass of Mendocino’s Eye of the Hawk to show this technique. Go watch it. Go on, I’ll wait. Like most of the advice in Beer Advocate’s Beer 101 pages, there’s a lot of good information there but this I think illustrates why the 45° angle is partially flawed. He’s using an imperial pint glass, of course, which is for 20 oz. of liquid and the bottle is 12 oz. which is fine. I, too, like and often use imperial pint glasses depending on the beer style. But notice at the end of the video, where his fingers come to rest at the edge of the foam, that the head produced looks to be maybe one finger thick. But the ideal head is at least around 1-1½ in., which is about two fingers on most of us. Now personally, I like a good thick head, more on the order of 1½ to 2 inches. That’s how important I think it is to blow off the gasses in the beer and get to the remaining flavor. And the 45° angle method just doesn’t get it done. It’s not bad per se, but in many cases it’s simply ineffective for getting a thick, pillowy head going. I prefer the following:

  1. Hold your bottle or can above a glass held straight up and pour it directly into the middle of the bottom of the glass, with an even, smooth pour rate
  2. This will get the foam going early and big, but watch it carefully
  3. If the foam becomes too volatile, then tilt the glass to roughly a 45° angle or less, as appropriate (this takes some practice)
  4. As you reach the point where roughly two-third of the bottle’s contents are in the glass, begin bringing the glass back to an upright position to empty the remaining contents

This is a dynamic process that much be watched constantly and continually adjusted for to get the head just right. Maybe it requires more concentration but it’s well worth it in my opinion, because of how important the results are.

Now I realize I’ve ignored certain exceptions, like bottle-conditioned beers, and certain styles with their own peculiarities, such as stouts or hefeweizens, but for the majority of beers, I think my method works quite well. This is especially true if your goal is to produce a generous head, and I think that’s crucially important to getting the full enjoyment out of your bottle of beer.

UPDATE: SeattleBeerGuy sent me the following tidy little article entitled Pouring the Perfect Pint from Pacific Brew News, which is a similar method to mine, but also includes a bit more detail.

Filed Under: Editorial Tagged With: Mainstream Coverage, Tasting

Don’t Shun the “Tion” Dinner

August 16, 2006 By Jay Brooks

Beer Chef Bruce Paton’s next beer dinner has been announced, and it should be another great one. Dubbed the Tion Dinner, because it will feature Damnation, Temptation, Supplication, Salvation and Redemption from Russian River Brewing, it will be a four-course dinner and well worth the $80 price of admission. It will be held at the Cathedral Hill Hotel on Monday, September 18, beginning with a reception at 6:30 p.m. Call 415.874.3900 or 510.769.8422 for reservations.
 

 

9.18

Dinner with the Brewmaster: Russian River Beer Dinner

Cathedral Hill Hotel, 1101 Van Ness Avenue, San Francisco, California
415.874.3900 or 510.769.8422 [ website ]

Filed Under: Food & Beer Tagged With: Announcements, California, San Francisco

Take a Ride on the Skunk Train

August 15, 2006 By Jay Brooks

Lagunitas Brewing is once again firing up the boiler on the Skunk Train and making a steam-powered beer run from Willits, California to the Northspur Station and back again.

The Skunk Train rumbles through the Redwoods.
 

On Saturday, September 9, beginning at 10:00 a.m., Lagunitas will be hosting a beer festival on wheels. With music by the Dog Town Ramblers aboard the train (and at the station), beer from several local brewers and barbecue from Jerome’s it’s the recipe for a perfect afternoon. Tickets are $54.20 and will benefit the Trees Foundation, which supports various nature conservation projects. As of this morning about half the available tickets had been sold, so if you want to come you should call soon for reservations. After the train gets back to the station, they’ll be an after party at the Shanachie Pub in Willits.

The Skunk line runs 40 miles from Fort Bragg on the coast to Willits on US Highway 101. Along the way, the tracks cross some 30 bridges and trestles and pass through two deep mountain tunnels. The half-way point of Northspur is popular lunch spot, giving passengers a chance to snack before continuing to Willits or heading back to Fort Bragg.

9.9

Lagunitas Skunk Train Rolling Beer Festival

Skunk Train Station, Willits, California
sponsored by:
Lagunitas Brewery, 1280 North McDowell Boulevard, Petaluma, California
707.769.4495 [ Skunk Train website ]

Filed Under: Uncategorized Tagged With: Announcements, California, Northern California

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