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Jay R. Brooks on Beer

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Beer In Ads #709: Here’s A Real Man’s Ale …

October 5, 2012 By Jay Brooks


Friday’s ad is for Labatt’s India Pale Ale, from the 1950s, one of the few IPAs available at that time. ANd not only an IPA, but a “Full Strength I.P.A.” And I love this ad copy. “Labatt’s India Pale Ale has an honest, masculine directness.”

Labatts-IPA-1950s

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

Portugal Beer

October 5, 2012 By Jay Brooks

portugal
Today in 1143, Portugal gained their Independence from the Kingdom of Leon.

Portugal
portugal-color

Portugal Breweries

  • Bebidas de Portugal
  • Beerhouse Madeira
  • Central de Cervejas SA
  • Cervejeira Lusitana
  • Empresa Cerveja da Madeira
  • Sagres
  • Sagres TV
  • Sociedade Central De Cervejas E Bebidas S.A.
  • Super Bock
  • União Cervejeira SA (Unicer)

Portugal Brewery Guides

  • Beer Advocate
  • Beer Me
  • Rate Beer

Other Guides

  • CIA World Factbook
  • Official Website
  • U.S. Embassy
  • Wikipedia
  • Wikipedia’s Beer in Portugal

Guild: APCV-Portuguese Brewers Association

National Regulatory Agency: General Directorate for Inspection and Control of Food Quality (Direcção Geral de Fiscalização e Controlo da Qualidade Alimentar)

Beverage Alcohol Labeling Requirements: Labels must include the following information: Name under which the product is sold (No trademark or brand name may substitute for the generic name, but may be used in addition; Net quantity of pre-packaged beverage in metric units (e.g., liter, centiliter, milliliter); Indication of the acquired alcoholic strength; The labeling of beverages containing more than 1.2% by volume of alcohol must indicate the actual alcoholic strength by volume, i.e. showing the word “alcohol” or the abbreviation “alc.” followed by the symbol “% vol.”; Date of minimum durability; According to the Commission Directive 87/250/EEC on the indicationof alcoholic strength by volume, the tolerances allowed in respect of the indication of the alcoholic strength by volume are; 1% vol. for beers having an alcoholic strength exceeding 5.5 % vol. and beverages classified under subheading 22.07 B I of the Common Customs Tariff and made from grapes; ciders, berries, fruit wines, and the like; beverages based on fermented honey.

Drunk Driving Laws: BAC 0.05%

portugal

  • Full Name: Portuguese Republic
  • Location: Southwestern Europe, bordering the North Atlantic Ocean, west of Spain
  • Government Type: Republic; parliamentary democracy
  • Language: Portuguese (official), Mirandese (official, but locally used)
  • Religion(s): Roman Catholic 84.5%, other Christian 2.2%, other 0.3%, unknown 9%, none 3.9%
  • Capital: Lisbon
  • Population: 10,781,459; 77th
  • Area: 92,090 sq km, 111th
  • Comparative Area: Slightly smaller than Indiana
  • National Food: Bacalhau; Cozido à Portuguesa
  • National Symbols: Galo de Barcelos; Cork oak; Belém Tower, Armillary sphere; Armillary sphere, The five Quinas (escutcheons), Cross of the Order of Christ
  • Affiliations: UN, EU, NATO
  • Independence: From the Kingdom of Leon, October 5, 1143 / Republic proclaimed, October 5, 1910

portugal-coa

  • Alcohol Legal: Yes
  • Minimum Drinking Age: 18
  • BAC: 0.05%
  • Number of Breweries: 11

portugal-money-1

  • How to Say “Beer”: cerveja
  • How to Order a Beer: Uma cerveja, por favor
  • How to Say “Cheers”: A sua saúde / Saúde (“to your health”) / tim tim
  • Toasting Etiquette: Portuguese people will often toast to health, “Saude!” (pronounced sah-ood), or will merely say “Tchin tchin,” an onomatopoeic toast replicating the sound of glasses clinking.

portugal-map

Alcohol Consumption By Type:

  • Beer: 31%
  • Wine: 55%
  • Spirits: 10%
  • Other: 4%

Alcohol Consumption Per Capita (in litres):

  • Recorded: 12.45
  • Unrecorded: 2.10
  • Total: 14.55
  • Beer: 3.75

WHO Alcohol Data:

  • Per Capita Consumption: 12.5 litres
  • Alcohol Consumption Trend: Stable
  • Excise Taxes: Yes
  • Minimum Age: 18
  • Sales Restrictions: Places, specific events, intoxicated persons
  • Advertising Restrictions: Yes
  • Sponsorship/Promotional Restrictions: Yes

Patterns of Drinking Score: 1

Prohibition: None

portugal-eu

Filed Under: Beers, Breweries Tagged With: Europe, Portugal

Session #68: The Novelty Of Novelty Beers

October 5, 2012 By Jay Brooks

n-novelty
Our 68th Session is hosted by Tiffany Adamowski who writes at 99 Pours. The topic she’s chosen is “Novelty Beers,” those oddball beers that range from interesting idea to what the fuck were you thinking:

With the onslaught of even weirder beards … erm … beers … than before, I can’t help but wonder if novelty beers are going too far. Or maybe not far enough? LOL! As a merchant of beer, I can see the place for novelty beers, as I am choosing for some customers who say, “I want the strangest beer you have.” We’ve even seen some novelty beers in our top-sellers. But beer traditionalists sometimes frown on these new and bizarre concoctions. And I can’t help but wonder if Martyn Cornell will participate, sharing bizarre but notable historic brews.

And what better time for novelty, than the month that holds Halloween? That’s six weeks from now, so get out and explore the novelty beers out there. Publish your Novelty Beer Session on Friday, October 5th, then share your posts here.

What novelty beer comes to mind when you think: Is this beer just to strange to stay around? Why in the world would they choose ingredients most beer drinkers have never heard of …what the heck is a qatar fruit? If it’s okay for beer to taste like tea or coffee, why not pizza? If wild yeasts are allowed to ferment beer, then why not beard yeast? If oysters, why not bacon? If pumpkin’s good enough for pie, why not beer? Since hops are flowers, why not brew with actual flowers?

session_logo_all_text_200

I’ve had beer out of a bottle in a taxidermied stoat, pizza beer, beer containing Sam Calagione’s spit, beer that was 30+ years old (and not built for aging), beer with redwood tips instead of hops and who knows what else. If they brewed it, I’ve tried it. I guess I have no scruples about what I’ll at least try, beerwise, anyway. I tell myself it’s the job, that I should at least taste every beer that someone took the time to make and market. But the truth is I’m keen to try them, often just because of the novelty. As a result, I’ve had my fair share, perhaps more than my fair share, of novelty beers.

Novel, of course, means new, which is why we still call many books of fiction novels, a throwback to when the idea of writing fiction was, well … novel. Novelty, likewise, is also something new, unique and, ultimately, transitory, fleeting, ephemeral. Many people once thought craft beer was a passing fad. Hopefully, that notion no longer holds any weight outside the wishful thinking of many larger beer companies.

Novelty beers are meant to come and go. That’s what makes them novel. If they stick around, and are accepted, they lose their novelty status and become part of the canon. Did anyone except perhaps Vinnie Cilurzo think Double IPAs would take off they way they did? I doubt it.

peanut_peanut

For me, one of the novelty beers that I seek out is one that few people I’ve talked to share my passion for, which is why I thought it a good topic for this Session. I love peanut butter; always have. Creamy, that’s the only way. You crunchy fans? You’re wrong. Such is my passion for creamy peanut butter.

I lived in the south for a few years, where I discovered peanut butter pie. Somewhat like cheesecake in texture, and decadently rich, and often made even better with the addition of chocolate. I became obsessed, and would not only order it every time I’d find it on a menu, but even started actively seeking out new restaurants just to see if they made one. After I moved to California, it became much harder to find, and I only occasionally found any PBP. So far, most are not nearly as good as the ones I had in North Carolina, sadly.

But I did find a restaurant here in the Bay Area — Spettro’s in Oakland — that has a peanut butter specialty that I also love: peanut butter pizza. They take a thin layer of pizza dough, coat it with a layer of peanut butter, then add another layer of dough on top. Next, they make the pizza normally, with just one topping, the perfect choice to pair with peanut butter: bacon. It’s rich and delicious. Yum.

So imagine my surprise when I discovered that people were making peanut butter beer. A few years ago at GABF, someone was talking about it, but they couldn’t remember who made it. I was on a quest. Eventually, I hit pay dirt. It turned out to be, surprisingly enough, a Blue Moon product, and draft only, I later discovered.

So how was it? Pretty good, to my way of thinking. Most of the peanut butter flavor was in the nose, though it lingered through the flavors, too, just not as intensely. A light colored golden beer, it’s brewed with pale, caramel and munich malts; Chinook and Saaz hops (but only 12 IBUs); and weighs in at 5.4% a.b.v.

I later judged with Keith Villa, Blue Moon’s founder who came up with the peanut butter recipe. Apparently, they use jars of creamy peanut butter — JIF, I think he told me — right off the grocery store shelves, and the brewers hate having to spoon it into the kettle by hand. I can only imagine the clean-up afterwards is a nightmare, as well. And so, they don’t make it very often, he told me.

blue-moon-pb

I later discovered that they weren’t the only ones, either. Short’s also made Uber Goober, and I’ve heard that Ohio’s Willoughby Brewing makes a Peanut Butter Cup Coffee Porter, also on draft only. A few others have tried their hand at a Peanut Butter Porter or Stout, too, and a search for “peanut butter” on Beer Advocate turns up 19 different efforts, of which two are retired. A similar search on Rate Beer found 25. So apparently I’m not alone in my love for all things peanut buttery. I just printed out the list to take with me to GABF next week. Fingers crossed, maybe I’ll find a few more peanut butter beers. Now all I need is a raspberry or strawberry beer to pair with it.

Filed Under: Beers, Just For Fun, The Session

Beer In Ads #708: Happy Swallows! No Bitterness

October 4, 2012 By Jay Brooks


Thursday’s ad is for Schlitz, from 1943. A bit of a play on words, it seems to equate Swallows, the birds, and swallowing beer, with the slogan “Happy Swallows! No bitterness.” A bit of a stretch?

Schlitz-1943-swallows

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

Lesotho Beer

October 4, 2012 By Jay Brooks

flaganimation_Lesotho
Today in 1966, Lesotho gained their Independence from the United Kingdom.

Lesotho
lesotho-color

Lesotho Breweries

  • Maluti Mountain Brewery / Lesotho Brewing

Lesotho Brewery Guides

  • Beer Advocate
  • Beer Me
  • Rate Beer

Other Guides

  • CIA World Factbook
  • Official Website
  • U.S. Embassy
  • Wikipedia

Guild: None Known

National Regulatory Agency: None

Beverage Alcohol Labeling Requirements: Not Known

Drunk Driving Laws: BAC 0.10%

lesotho

  • Full Name: Kingdom of Lesotho
  • Location: Southern Africa, an enclave of South Africa
  • Government Type: Parliamentary constitutional monarchy
  • Language: Sesotho (official) (southern Sotho), English (official), Zulu, Xhosa
  • Religion(s): Christian 80%, indigenous beliefs 20%
  • Capital: Maseru
  • Population: 1,930,493; 148th
  • Area: 30,355 sq km, 142nd
  • Comparative Area: Slightly smaller than Maryland
  • National Food: Mosotho Cuisine
  • National Symbols: Straw Hat (mokorotlo); Black Rhinoceros
  • Affiliations: UN, African Union, Commonwealth
  • Independence: From the UK, October 4, 1966

lesotho-coa

  • Alcohol Legal: Yes
  • Minimum Drinking Age: 18
  • BAC: 0.10%
  • Number of Breweries: 1

lesotho-money

  • How to Say “Beer”: jwala
  • How to Order a Beer: N/A
  • How to Say “Cheers”: Nqa
  • Toasting Etiquette: N/A

lesotho-map

Alcohol Consumption By Type:

  • Beer: 64%
  • Wine: <1%
  • Spirits: <1%
  • Other: 36%

Alcohol Consumption Per Capita (in litres):

  • Recorded: 1.90
  • Unrecorded: 3.65
  • Total: 5.55
  • Beer: 1.24

WHO Alcohol Data:

  • Per Capita Consumption: 1.9 litres
  • Alcohol Consumption Trend: Decrease
  • Excise Taxes: Yes
  • Minimum Age: 21
  • Sales Restrictions: Hours, places, intoxicated persons
  • Advertising Restrictions: No
  • Sponsorship/Promotional Restrictions: No

Patterns of Drinking Score: 3

Prohibition: None

lesotho-africa

Filed Under: Beers, Breweries Tagged With: Africa, Lesotho

Beer In Ads #707: All American Favorites

October 3, 2012 By Jay Brooks


Wednesday’s ad is for Miller High Life, from what looks to be the 1950s. It’s nice to see cheese and beer advertised together, especially long before the recent artisanal cheese revolution. Although given the all-American theme, isn’t that brie at the bottom left of the ad, flying the French tricolor?

Miller-all-amer

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

Iraq Beer

October 3, 2012 By Jay Brooks

iraq
Today in 1932, Iraq gained their Independence from the League of Nations mandate under British administration.

Iraq
iraq-color

Iraq Breweries

  • Eastern Brewery (May be closed)

Iraq Brewery Guides

  • Beer Advocate
  • Beer Me
  • Rate Beer

Other Guides

  • CIA World Factbook
  • Official Website
  • U.S. Embassy
  • Wikipedia

Guild: None Known

National Regulatory Agency: None

Beverage Alcohol Labeling Requirements: Not Known

Drunk Driving Laws: BAC 0.08%

iraq

  • Full Name: Republic of Iraq
  • Location: Middle East, bordering the Persian Gulf, between Iran and Kuwait
  • Government Type: Parliamentary Democracy
  • Language: Arabic (official), Kurdish (official), Turkmen (a Turkish dialect) and Assyrian (Neo-Aramaic) are official in areas where they constitute a majority of the population), Armenian
  • Religion(s): Muslim (official) 97% (Shia 60%-65%, Sunni 32%-37%), Christian or other 3%
  • Capital: Baghdad
  • Population: 31,129,225; 39th
  • Area: 438,317 sq km, 59th
  • Comparative Area: Slightly more than twice the size of Idaho
  • National Food: Samak masgouf
  • National Symbols: Rose; Golden Eagle
  • Affiliations: UN, Arab League
  • Independence: From the League of Nations mandate under British administration, October 3, 1932 / Note: the Government of Iraq has yet to declare an official national holiday but still observes Republic Day, July 14, 1958

iraq-coa

  • Alcohol Legal: Yes
  • Minimum Drinking Age: 18 (Forbidden to Muslims)
  • BAC: 0.08%
  • Number of Breweries: 1

iraq-money

  • How to Say “Beer”: beereh (biræ) جعة / شراب من الشعير / جعة / المزر شراب نوع من الجعة / بيرة / bîre بیره‌
  • How to Order a Beer: Waheed beera, meen fadleek / Dan min yek bire
  • How to Say “Cheers”: في صحتك
  • Toasting Etiquette: N/A

iraq-map

Alcohol Consumption By Type:

  • Beer: 67%
  • Wine: <1%
  • Spirits: 33%

Alcohol Consumption Per Capita (in litres):

  • Recorded: 0.20
  • Unrecorded: 2.21
  • Total: 2.41
  • Beer: 0.07

WHO Alcohol Data:

  • Per Capita Consumption: 0.2 litres
  • Alcohol Consumption Trend: Increase
  • Excise Taxes: Yes
  • Minimum Age: 21
  • Sales Restrictions: Hours, location, specific events, intoxicated persons
  • Advertising Restrictions: No
  • Sponsorship/Promotional Restrictions: Yes

Patterns of Drinking Score: N/A

Prohibition: None

iraq-asia

Filed Under: Beers, Breweries Tagged With: Iraq, Middle East

Beer In Ads #706: What the Well-Dressed Beer Drinker Is Wearing These Days

October 2, 2012 By Jay Brooks


Tuesday’s ad is for Grain Belt, from — I’m just guessing here — some time in the 1970s, based on the fashion, or lack thereof. I love the mock posing as each holds a different package, a regular bottle, a can and a stubbie.

Grain-Belt-well-dressed

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

Guinea Beer

October 2, 2012 By Jay Brooks

guinea
Today in 1958, Guinea gained their Independence from France.

Guinea
guinea-color

Guinea Breweries

  • Brasseries De Guinea
  • Sobragui
  • SOEONAF
  • Unibra

Guinea Brewery Guides

  • Beer Advocate
  • Beer Me
  • Rate Beer

Other Guides

  • CIA World Factbook
  • Official Website
  • U.S. Embassy
  • Wikipedia

Guild: None Known

National Regulatory Agency: None

Beverage Alcohol Labeling Requirements: Not Known

Drunk Driving Laws: BAC 0.00%

guinea

  • Full Name: Republic of Guinea
  • Location: Western Africa, bordering the North Atlantic Ocean, between Guinea-Bissau and Sierra Leone
  • Government Type: Republic
  • Language: French (official) [Note: each ethnic group has its own language]
  • Religion(s): Muslim 85%, Christian 8%, indigenous beliefs 7%
  • Capital: Conakry
  • Population: 10,884,958; 76th
  • Area: 245,857 sq km, 79th
  • Comparative Area: Slightly smaller than Oregon
  • National Food: Succotash
  • National Symbols: African Elephant; Columbidae; Nimba
  • Affiliations: UN, African Union, Commonwealth
  • Independence: From France, October 2, 1958

guinea-coa

  • Alcohol Legal: Yes
  • Minimum Drinking Age: 18
  • BAC: No
  • Number of Breweries: 3

guinea-money

  • How to Say “Beer”: bière
  • How to Order a Beer: Une bière, s’il vous plait
  • How to Say “Cheers”: À votre santé / Santé
  • Toasting Etiquette: N/A

guinea-map

Alcohol Consumption By Type:

  • Beer: 77%
  • Wine: 9%
  • Spirits: 14%

Alcohol Consumption Per Capita (in litres):

  • Recorded: 0.26
  • Unrecorded: 0.10
  • Total: 0.36
  • Beer: 0.14

WHO Alcohol Data:

  • Per Capita Consumption: 0.3 litres
  • Alcohol Consumption Trend: Increase
  • Excise Taxes: No
  • Minimum Age: 18
  • Sales Restrictions: No
  • Advertising Restrictions: Yes
  • Sponsorship/Promotional Restrictions: Yes

Patterns of Drinking Score: N/A

Prohibition: None

guinea-africa

Filed Under: Beers, Breweries Tagged With: Africa, Guinea

Beer In Ads #705: Every Fourth Bottle Goes Overseas

October 1, 2012 By Jay Brooks


Monday’s ad is for Schlitz, from 1945. Apparently, one in four bottles of Schlitz brewed was sent overseas for the troops at this point in the war, which was the last year before it ended.

Schlitz-1945-ww2

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

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