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Jay R. Brooks on Beer

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21st Amendment To Build Bay Area Brewery

February 19, 2014 By Jay Brooks

21A-circle
21st Amendment Brewery & Restaurant opened in 2000, and began canning their beer by hand in 2006. The popularity of their beer in cans far outpaced their ability to keep making it on-site, and production was moved to the Cold Spring Brewery in Minnesota to meet demand. But that will soon be changing, as the San Francisco brewpub has announced that they will be building a new production brewery right here in the Bay Area, with plans for the new facility to open later this year.

The new brewery will be located in the East Bay, in San Leandro, at 2010 Williams Street. In addition to a production brewery, the new space will also include a restaurant and tasting room, as well. The new facility is 95,000 square feet and will accommodate an “initial brewing capacity of 100,000 barrels, scalable to over 250,000, making it among the largest breweries in the Bay Area.” Estimated volume for 2014 is over 70,000 barrels. The building used to house a Kellogg Cereal factory.

21A-brewery

From the press release:

“Since we began packaging our beer six years ago with our Minnesota partner brewery, we have never been able to keep up with demand,” said co-founder Nico Freccia. “Building our own local brewery will allow us to continue to focus on improving quality and consistency, and to expand into new markets where our beer is in demand.”

“We look at this as an opportunity for us to bring the vision and beer home to the Bay Area where it all started when we opened our San Francisco brewpub in 2000,” added co-founder and Brewmaster Shaun O’Sullivan. “This will allow us to continue to deepen our SF Bay Area local roots and to keep having fun making great beer. Both Nico and I are excited about making more interesting beers with our unique packaging that craft beer drinkers have come to know and love. It’s every brewer’s dream to open their own brewery and this is truly a dream come true for us.”

In addition to a state-of-the-art craft brewing facility, the new location, where Pop-Tarts and Frosted Flakes were once produced, will feature a tasting room and retail area as well as the company’s world office headquarters. Phase two will commence in 2015 and will include a full restaurant/pub, beer garden, event and meeting rooms and more. The company expects to create 20 new jobs over the next nine months and a hundred jobs over five years.

“This project will be nothing short of the number one destination spot for craft beer aficionados and beer lovers near and far. With an interactive space that will enhance each guest’s experience as they adventure around the production brewery, the plans are to repurpose the historical cereal factory in a way that celebrates the building’s industrial character and blurs the boundaries between the production space and the hospitality space,” said lead designer David Darling, of San Francisco architects Aidlin Darling Design.

The new brewhouse will be a 100-barrel, four-vessel GEA/Huppmann, “with an initial capacity of eight brews per day.” The brewery will also include a new “state of the art KHS high speed volumetric can filling line that will be capable of filling up to 500 cans per minute.”

Filed Under: Breweries, News Tagged With: Announcements, Bay Area, California, Press Release, San Francisco

Beer In Ads #1106: Fireplace Popcorn

February 18, 2014 By Jay Brooks


Tuesday’s ad is for Rheingold Beer, this one from 1958, featuring Miss Rheingold from that year, Madelyn Darrow. Wearing a very wide skirt, she’s salting the first batch of popcorn. Her paramour is making a second batch over the fireplace. At least she has a beer at the end of her skirt, unlike so many of these ads.

Rheingold-1958-5

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

Next Session Asks “Why Do You Drink?”

February 18, 2014 By Jay Brooks

session-the
For our 85th Session, our host is Douglas Smiley from Baltimore Bistros & Beers. For his topic, he’s chosen Why Do You Drink?, asking you to give the reasons why you drink, that is why beer is good, as far as you’re concerned.

There are plenty of people out there who wish that alcohol consumption ceased to take place and would be happy for prohibition to rear it’s ugly head once again. Others, while not looking to ban alcohol altogether, are quick to judge those of us who drink more than what they would consider a proper amount. As I get older, I’ve lost the urge to defend my life decisions, but there was a time when judgment about the liquids I chose to put in my mouth made me feel self-conscious.

And that’s where my idea for this month’s Session topic came from. It’s easy to find article after article on the internet telling us that alcohol is bad. As beer bloggers it’s safe to say we all disagree. Let’s take the opportunity as a group to tell people why we do drink and how it improves our life for the better. I know the default answer a lot of us fall back on is “it’s nice to sit back with a good beer after a stressful day of work”, and while that’s true, I’m looking for answers that aren’t so obvious to people who aren’t fans of our hobby. Beer is bigger than a liquid “chill pill” or we wouldn’t have gone about setting up a blog and dedicating so much of our time discussing it. So, what is it that compels you to drink and what would your life be missing if beer was no longer an option for you?

happy-drinker

So Why Do You Drink? Do you know? Is there one reason? Or several? You may want to open a beer to help you answer this one. I find that helps. And let us know, on Friday March 7.

keep-calm

Filed Under: Beers, Just For Fun, News, The Session Tagged With: Announcements

Beer In Film #49: Why Does Beer Make You Pee?

February 18, 2014 By Jay Brooks

brookston-film
Today’s beer video is a fun little science video from the YouTube series The Sci Show. This one is entitled Why Does Beer Make You Pee? and goes well beyond the obvious “because it’s mostly water.”

Filed Under: Beers, Just For Fun Tagged With: Education, Health & Beer, Science, Video

Beer In Ads #1105: Better Try Extra-Dry

February 17, 2014 By Jay Brooks


Monday’s ad is another one for Goebel Beer, this one from 1949. This ad shows a scene at a mill by a stream, with (I think) a painted glass of beer in the foreground.

Goebel-1949

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

Beer In Film #48: John Barleycorn By Traffic

February 17, 2014 By Jay Brooks

brookston-film
Today’s beer video is a rendition of the old English folk song John Barleycorn, this version by the band Traffic, from their 1970 album John Barleycorn Must Die. The video is essentially a slideshow of images that works well with the lyrics of the song.

Filed Under: Just For Fun, Related Pleasures Tagged With: Music, Video

Beer In Ads #1104: The World’s Largest Selling Beer In Small Bottles

February 16, 2014 By Jay Brooks


Sunday’s ad is for Goebel Beer, from 1948. Sold in “the Bantam bottle,” which I assume was 7 or 8 ounces, I think you’d have to sell a lot more bottles of your beer just to equal what your competitor was selling in the larger 12-oz. bottles. Whatever the case, “The world’s largest selling beer in small bottles” seems like a dubious distinction, and one that doesn’t seem likely to sway consumers. I’d be asking myself “what’s wrong with their beer if they’re advertising is concentrating on the small size of their bottles?”

Goebel-bantam-1948

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

Beer In Film #47: Orval — Beer Force One

February 16, 2014 By Jay Brooks

brookston-film
Today’s beer video, is a short love letter to Orval, a beer which I drank quite a lot of over the past week in Belgium, including a few glasses at the brewery cafe. The name of the video comes from the music used, which is taken from the soundtrack to the Harrison Ford movie Air Force One, and was written by Jerry Goldsmith.

Filed Under: Beers, Just For Fun Tagged With: Belgium, Video

Beer In Ads #1103: Glasses And Cans

February 15, 2014 By Jay Brooks


Saturday’s ad is for Schlitz, from 1959. Showing a couple on a mountain lake, maybe on a boat, they certainly look like like they’re in a remote spot. The brought cans of Schlitz with them, since it’s best not to have glass on a boat, but then they brought glasses to pour the beer into. What’s that all about?

Schlitz-1959-boat

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

Beer In Film #46: History Of Beer, Pt. 6 Of 6

February 15, 2014 By Jay Brooks

brookston-film
Today’s beer video, is part 6 of 6 of television program that appears to have aired on the History Channel. This History of Beer appears to be aimed at mainstream America and contains some good and some less than good information.

Filed Under: Beers, Breweries, Just For Fun Tagged With: Documentary, Education, Television, Video

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