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Session #138: How Much Wood …

August 3, 2018 By Jay Brooks

log
For our 138th Session, our host is Jack Perdue, who writes Deep Beer. For his topic, he’s chosen The Good in Wood, by which he means beer being stored in wood or otherwise flavored with it.
wood
Here’s his full description of the topic:

Wood has been used for millennia to store, transport and flavor beer, wine and spirits. Today, the relationship between wood and beer has regained its popularity with brewers and drinkers as observed in the prevalence of bourbon-barrel-aged beer and sours. This topic is deep and wide and meandering, romantic and historic, personal and professional.

I will suggest a few themes to stir your imagination on “The Good in Wood” but of course you can choose your own path.

  • Historic uses of wood through a beer lens
  • Physical characteristics of wood and that relationship with beer
  • Professional and personal experiences such as wood-themed beer festivals or tours
  • A favorite wood-influenced beer style or experience, e.g. your first bourbon barrel-aged beer, a special Flanders red moment or why you don’t like a lambic
  • Other, let your imagination run as crazy as a wild ale

session_logo_all_text_200

So this month I’m going to use The Session to be the old man telling the kids to get off of his lawn as he shouts into the wind. Let me start by stating this. I love barrel-aged beers. I’ll repeat that, because it may come up later. I love the complexity that’s added by a beer spending time in a wooden barrel. Over ten years ago, in 2006, I took issue with an article in a Wisconsin newspaper in which the writer — who called himself the Beer Man — declared that bourbon barrel stouts were “just a fad.” I said he was wrong twelve years ago, and I say without fear of retribution that he’s even more wrong today. If anything, they’re more popular than ever, and not just stouts, but wood-aged and barrel-aged beers of all sorts of types. They’re so popular now that many brewers have told me it’s getting harder (and more expensive) to just find barrels to use for aging their beer. And many of these beers are amazing.

But here’s my caveat, and the one that appears to make me the odd man out, the old curmudgeon. As barrel-aged beers have become more and more extreme, almost like an arms race of bourbony proportions, many of these beers have lost their beerishness. I have had many debates and/or arguments on judging panels, panel discussions and at casual tastings, which clearly show me to be the outlier, over how much wood is too much wood. I’ve found that many people seem to think there is no threshold too far, that the more a bourbon-barrel beer tastes like bourbon the better, even when it no longer resembles a beer. And I just can’t abide that.

woodchucks-chucking-wood
How much wood…

To me, it’s a bourbon-barrel “BEER.” If it no longer tastes of beer at all, it’s not really a beer anymore, but a malt-based bourbon.* Why not just drink a glass of bourbon? This type of extreme beer just overwhelms your tastebuds with only one sensation: whatever the original barrel once contained. But to my way of thinking, it should taste like the base beer style, and accentuated with the added flavor of the barrel, which should add complexity and layers of unique and/or new sensations. Instead, many just dull your senses by hitting you over the head with unbridled bourbon, or whiskey, or whatever. What’s the point? It seems to me that it’s become extremeness for the sake of extremeness, like a snake eating its own tail.

Ouroboros

I completely understand that this is simply a matter of personal preference and shifting tastes or styles. At least it is on some level. But the style guidelines for both the World Beer Cup and GABF make clear that I’m not alone in my curmudgeonly ways. To wit, the 2017 guidelines for GABF for both the “Wood- and Barrel-Aged Beer” and the “Wood- and Barrel-Aged Strong Stout” state the following:

Used sherry, rum, bourbon, scotch, port, wine and other barrels are often used, imparting complexity and uniqueness to beer. Ultimately a balance of flavor, aroma and mouthfeel are sought with the marriage of new beer with wood and/or barrel flavors.

And even though I’ve read this passage aloud to make my case, some people still prefer the bourbon bombs with no beerishness whatsoever. I get that people like what they like, but this one just confounds me, because they seem to have lost sight of what these beers were intended to be or should aspire to be.

The 2015 BJCP guidelines for “Wood-Aged Beer” also makes the same point:

Flavor: Varies with base style. Wood usually contributes a woody or oaky flavor, which can occasionally take on a raw “green” flavor if new wood is used. Other flavors that may optionally be present include vanilla (from vanillin in the wood); caramel, butterscotch, toasted bread or almonds (from toasted wood); and coffee, chocolate, cocoa (from charred wood). The wood and/or other cask-derived flavors should be balanced, supportive and noticeable, but should not overpower the base beer style

In the end, it comes down to what a brewery can sell. If consumers want bourbon-barrel aged beers that taste more like bourbon and almost nothing like beer, that’s what breweries will keep making. If they sell out of every vintage, who am I to say they’re wrong? But I still find it a crying shame that it’s become harder to find the truly exquisite barrel-aged beer that really does deliver a complex melange of unique flavors, that “marriage of new beer with wood and/or barrel flavors” that doesn’t “overpower the base beer.” Those beers are sublime; a thing of beauty. Give me one of those beers any day.

beer-barrel

*: For purposes of this discussion, I’m ignoring Utopias, the Brew Dog/Schorschbräu world’s strongest beer fracas, and all other beers made to prove a point about beer strength, pushing boundaries, etc. Is that fair of me? Maybe not, but I’m going to do it anyway.

Filed Under: Beers, Just For Fun, Related Pleasures, The Session Tagged With: adjuncts, Barrels, Beer Styles, Bourbon, Cask, Wood

Beer In Ads #2720: Surprise People

August 2, 2018 By Jay Brooks


Thursday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1971, and features someone playing poker who appears to be discovering he’s about to have a royal flush. Presumably, that’s as much of a surprise as being served Michelob.

Michelob-1971-poker

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2719: Bowl ‘Em Over

August 1, 2018 By Jay Brooks


Wednesday’s ad is for Michelob, one of the brands created by Anheuser-Busch as a draft-only beer in 1896. It was first packaged in 1961, and its distinctive teardrop bottle won a design award the following year. But that was replaced in 1967 “for efficiency in the production line,” but reverted to a traditional bottle in 2002. This ad is from 1970, and features 10 bottles as stand-ins for bowling pins.

Michelob-1970-bowl-em-over

Filed Under: Art & Beer, Beers Tagged With: Advertising, Anheuser-Busch, History, Michelob

Beer In Ads #2718: What’ll You Have With Various Dishes

July 31, 2018 By Jay Brooks


Tuesday’s ad is for Pabst Blue Ribbon, from 1954. Starting in the early 1950s, Pabst started a new ad campaign with the tagline “What’ll You Have” which lasted for a few years. They were colorful ads, and often had the tagline spelled out in creative ways. Since this is the last day of July, I have several more of these ads, so here’s four of them to finish out the month. In these ads, “What’ll You Have” is written on various objects surrounding different dishes. First, on a salad bowl with skewers, then on the tool for cracking a lobster, around the metal stand for a bowl of stew, and on the wooden carving board with big, thick steak on it. In each ad, there’s also a full glass of beer and a bottle Pabst Blue Ribbon on the table.

pbr-1955-skewers

pbr-1954-lobster

pbr-1954-caserole

pbr-1954-steak

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

Beer In Ads #2717: What’ll You Have With Shrimp Salad

July 30, 2018 By Jay Brooks


Monday’s ad is for Pabst Blue Ribbon, from 1954. Starting in the early 1950s, Pabst started a new ad campaign with the tagline “What’ll You Have” which lasted for a few years. They were colorful ads, and often had the tagline spelled out in creative ways. In this ad, “What’ll You Have” is written on the handles of the salad tongs sitting in a shrimp salad. In front of the bowl is a Pabst bottle being poured into a glass.

pbr-1954-salad

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

Beer In Ads #2716: What’ll You Have With A Bucket Of Beer

July 29, 2018 By Jay Brooks


Sunday’s ad is for Pabst Blue Ribbon, from 1952. Starting in the early 1950s, Pabst started a new ad campaign with the tagline “What’ll You Have” which lasted for a few years. They were colorful ads, and often had the tagline spelled out in creative ways. In this ad, “What’ll You Have” is written on a large wooden tub filled with ice and beer bottles. Although one of those Pabst bottles is being poured into a glass.

pbr-1952-bucket

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

Beer In Ads #2715: What’ll You Have With Fried Chicken

July 28, 2018 By Jay Brooks


Saturday’s ad is for Pabst Blue Ribbon, from 1954. Starting in the early 1950s, Pabst started a new ad campaign with the tagline “What’ll You Have” which lasted for a few years. They were colorful ads, and often had the tagline spelled out in creative ways. In this ad, “What’ll You Have” is written on the napkin sitting next to a big basket of fried chicken and fries, which is served with a glass of Pabst Blue Ribbon.

Pabst-chicken-and-fries

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

Beer In Ads #2714: What’ll You Have With Christmas Balls

July 27, 2018 By Jay Brooks


Friday’s ad is for Pabst Blue Ribbon, from 1954. Starting in the early 1950s, Pabst started a new ad campaign with the tagline “What’ll You Have” which lasted for a few years. They were colorful ads, and often had the tagline spelled out in creative ways. In this ad, “What’ll You Have” is written on three Christmas balls hanging on a tree behind a table. On the table is a tasty-looking ham along with the usual silver tray with two bottles of Pabst and mugs on it.

pbr-1954-ornaments

Filed Under: Art & Beer, Beers Tagged With: Advertising, Christmas, History, Holidays, Pabst

Beer In Ads #2713: What’ll You Have Singing Carols

July 26, 2018 By Jay Brooks


Thursday’s ad is for Pabst Blue Ribbon, from 1951. Starting in the early 1950s, Pabst started a new ad campaign with the tagline “What’ll You Have” which lasted for a few years. They were colorful ads, and often had the tagline spelled out in creative ways. In this ad, “What’ll You Have” is written on cards being held by caroling dolls which are part of a Christmas display. Behind them is a silver artificial Xmas tree, which is similar to the one my Aunt Helen always used to put up only because she thought it was expected of her (she was the most unsentimental person I ever knew). There’s also a tray ringed with snacks and two bottles and pilsner glasses of beer.

Pabst-1951-xmas-whatll

Filed Under: Art & Beer, Beers Tagged With: Advertising, Christmas, History, Holidays, Pabst

Beer In Ads #2712: What’ll You Have On The Boat

July 25, 2018 By Jay Brooks


Wednesday’s ad is for Pabst Blue Ribbon, from 1952. Starting in the early 1950s, Pabst started a new ad campaign with the tagline “What’ll You Have” which lasted for a few years. They were colorful ads, and often had the tagline spelled out in creative ways. In this ad, “What’ll You Have” is written on a life preserver aboard a sailboat. Also on the boat are a couple pouring themselves a couple of PBRs along with a tray of light snacks.

pbr-1952-life-preserver

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

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