Brookston Beer Bulletin

Jay R. Brooks on Beer

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Hulk Smashes Beer Cans

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Here’s a fun series of photographs by a Japanese photographer who goes by hot kenobi on Instagram. Apparently he likes action figures, especially of super heroes, quite a bit. Both his Instagram and Twitter feed are filled with photos he’s taken of them in all sorts of situations. But lately, several of his works have involved superheroes, mostly from Marvel, having some fun with beer cans and bottles. Enjoy.

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Hulk smashes beer cans.

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Captain America holds a can of Asahi like a punching bag while Iron Man takes a swing at it.

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Spider-Man takes down a beer can with his web.

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Superman easily crushes his can, while the mortal Batman has made only a small dent in his.

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Just to mix things up, Wolverine opens a beer bottle with his adamantium claws, as Spider-Man holds on to it so it won’t fall over and spill.

Beer In Ads #2188: Heineken Refreshes Sandcastles

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Wednesday’s ad is for Heineken, from 1980. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a single-panel format, after having half a mug of Heineken, a man relaxes after building a pretty impressive sandcastle.

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Beer In Ads #2187: Heineken Refreshes Rebus Puzzles

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Tuesday’s ad is for Heineken, from the 1970s. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, an unusual three-panel horizontal format, a rebus puzzle that carefully sounds out the Heineken tagline, with one humorous exception;

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Beer In Ads #2186: Heineken Refreshes Cricket

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Monday’s ad is for Heineken, from 1979. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a three-panel format, it features the international sport of cricket. In the first panel, a thick-bearded batsman is standing next to the wicket, bat in one hand and a beer in the other. In the second panel, he’s throwing back the mug of beer and drinking it down, and you can already see his bat is starting to grow. Thanks to the beer, his paddle has grown to the size of a pizza peel. Let’s see the bowler bowl one past him now.

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Beer In Ads #2185: Heineken Refreshes A Bird

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Sunday’s ad is for Heineken, from 1981. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a three-panel format, a bird flies up to a beer can, and in the second panel perches on the can. After pecking the can open and taking a sip, I suppose he’s supposed to look transformed. But I confess for this one, the bird doesn’t really look different from the previous two panels. He may look a little happier — he does appear to be smiling — but is otherwise unchanged.

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Beer In Ads #2184: Heineken Refreshes Loaves Of Bread

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Saturday’s ad is for Heineken, from 1981. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a single-panel format, a man is riding his bicycle down a tree-lined road with three packages of Heineken tied down to the back. I can’t tell if they’re giant oil-can size cans of beer or some sort of six-pack or other size of bottles. Also on the back of the bike, though, is a ginormously long loaf of bread that stretches the width of the road and then some. Hopefully, he won’t have to travel on any narrow roads to get where he’s going, otherwise he’s screwed.

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Beer Birthday: Chris Rice

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Today is also the 45th birthday of Chris Rice, who led a group that not too long ago bought All About Beer magazine. Chris had worked at the magazine for many a moon, and in fact I got to know him much better during a press junket to Belgium a few years ago when I learned, among other things, that he’s a shark card player. He’s also a former brewery owner, having co-founded the Carolina Brewery in 1995, shortly after graduating from UNC. Having gone back to school for an MBA, he joined the staff of All About Beer and a couple of years took over as president and publisher. Join me wishing Chris a very happy birthday.

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Pete Reid, me and Chris at Delirium Tremens in Brussels during a press junket to Belgium a couple of years ago.

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Chris being interviewed by Belgium television.

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Guillaume Vandooren from Lindemans, Chris, Craig Hartinger from Merchant Du Vin, Derek Buono from Beer: The Magazine, and me at our final dinner in Brussels.

Bistro Double IPA Winners 2017

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Today the 17th annual Double IPA Festival was held at the Bistro in Hayward, California. I missed judging last year, but happily was able to be there again this year. We judged 68 Double IPAs and 37 Triple IPAs, and awarded three medals in each category, plus an honorable mention for each, as well.

Double IPAs

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Our judging table in the basement of the Bistro.

Triple IPAs

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The second judging table.

Peoples Choice Awards

Congratulations to all the winners.

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It was a beautiful day at the Bistro for tasting 105 Double and Triple IPAs.

Beer In Ads #2183: Heineken Refreshes The Concorde

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Friday’s ad is for Heineken, from 1976. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a two-panel format, a Concorde jet is looking a little tired and suffering drooping nose. But after a fill-up from the Heineken fuel truck, the plane’s nose is no longer dropping, but is raring to go. The plane, somehow, is now smiling, too. I wonder why it never caught on to refer to beer as “jet fuel?”

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Beer In Ads #2182: Heineken Refreshes Mustaches

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Thursday’s ad is for Heineken, from the 1970s. In the later 1970s, Heineken embarked on a series of ads with the tagline “Heineken Refreshes the Parts Other Beers Cannot Reach.” Many of the ads were in a sequential panel, or comic strip, format and they were intended to be humorous.

In this ad, a three-panel vertical format, the first panel shows a chubby, bespectacled man with a droopy mustache. After sipping some Heineken, his ‘stache is standing tall. Stiff as a board and ready for action. That must be why he’s smiling.

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