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Session #63: The Beer Moment

May 4, 2012 By Jay Brooks

stopwatch1
Our 63rd Session is hosted by Pete Brown from the UK, and as his Session falls on Star Wars Day (May 4, “May the Fourth,” “May the fourth be with you”) he’s decided on a similarly cheeky topic: The Beer Moment. Read his entire stream of consciousness or the abridged version below.

I write to try to encourage other people to share the simple joy of beer as much as I do, to switch on people who drink beer but don’t particularly care about it that much, to suggest to them that there’s so much more they might enjoy. No one says you have to do it this way, and no one ever made me the spokesperson for beer. It’s just how I decided to write, in the same way others decided to write in an opinionated way about what they love, and what they hate.

So in that spirit, my choice of topic — with 62 topics already covered — is this: simply, the Beer Moment.

What is it?

Well, what is it to you? What does that phrase evoke for you?

That’s the most important thing here. Switch off and float downstream, what comes to mind? Don’t analyse it — what are the feelings, the emotions?

I’ve been thinking about this quite a lot recently, because I’ve been talking about it to various people who are working hard to try to improve the image of beer in the UK. Because whether we articulate it or not, whether we drink vile, sunstruck Corona or barrel aged imperial stout brewed with weasel shit, it’s about the moment far more than the liquid itself. The only people who disagree with me on this are people I wouldn’t want to share a beer with.

The moment — for me — is relaxation, reward, release, relief and refreshment. It’s a moment to savour, a moment of mateship, potential, fulfilment, anticipation, satisfaction, and sheer bliss.

It’s different from the moment you drink wine or spirits — it’s more egalitarian, more sociable. It’s not just about the flavour, nor the alcohol. It’s about the centuries of tradition and ritual, the counterpoint to an increasingly stressful life, and the commonality, the fact that it means the same thing to so many.

At least — I think it does. What does it mean to you?

session_logo_all_text_200

I was especially taken by Pete’s instructions, where he paraphrased the opening line of the Beatles’ Tomorrow Never Knows (one of my favorite lesser-known Beatles songs), which in full is “Turn off your mind, relax and float down stream.” The phrase itself is from the Tibetan Book of the Dead, and that sounds like an excellent place to start; relaxed and floating, mind free of distractions — beer in hand.

The “beer moment” is for me the essence of what makes beer one of my life’s passions, distilled — or perhaps more correctly fermented — down to its core ingredients. In many ways, as Don Younger famously quipped, “It’s not about the beer, it’s about the beer.” And as inscrutable as that may sound, I believe Don was on to something. While beer is, of course, the liquid glue that binds us all together, it’s the opportunities and potential that sharing that beer creates that is the essence of the beery moment for me. Beer is the great facilitator. I makes so many other things possible, most of them entirely positive. If that’s starting to sound too zen or new agey, don’t despair. Let me put it another way.

My job often requires me to drink beer alone, which is far from my favorite thing to do. It’s perhaps the worst way to have a beer, even though it’s sometimes necessary. Alone, beer is stripped of all its intangibles, its raison d’etre. You can evaluate the constituent parts, its construction, even how they come together as a finished beer. In other words, on a technical basis. And that’s how you should begin, but there must be a discussion waiting at the end of that process. I just finished judging the World Beer Cup in San Diego this week, and even in this august setting, after silently scoring the beer and making notes, a lively discussion follows each flight. That’s as it should be, whether in a professional judging setting or the local pub. It’s the sharing of the beer that makes the moment.

The number of ways, places and settings in which beer can be shared is limitless. It has adapted itself to virtually all societies, civilizations and communities since, almost quite literally, the beginning of time. It has been an integral part of countless ritual moments, both solemn and casual; a part of people’s lives from birth to death, used to celebrate both moments and many more in between. Of all of the moments in our lives — something on the order of 39,420,000 minutes for the average person — those that involve sharing a beer, those “beer moments,” are infinitely more enjoyable, more memorable and will be the ones that we remember on our deathbed. In a sense, with a few notable exceptions, the beer moments are the ones that truly matter most.

That’s at least in part why I’m also so obsessed with holidays. They provide yet more reasons to celebrate, and celebration almost always means sharing a beer. Though in truth I believe even no reason at all is a perfectly fine reason to share a beer with a friend, and indeed two friends coming together is in and of itself reason enough, I’ve always enjoyed finding new reasons to celebrate life. And why not, I’ve only got — fingers crossed — a few decades left as a beer drinker, and there is much to celebrate, many more beers to share with friends and family. I want as many of the moments left to me as possible to be “beer moments.”

Lagunitas-R2D2
I love this very appropriate artwork that a Lagunitas fan sent into them, and which they posted on their Facebook page.

Filed Under: Beers, Editorial, Just For Fun, The Session Tagged With: Blogging, Philosophy

Faction Brewing Finds Location In Alameda

May 4, 2012 By Jay Brooks

Faction-temp
I ran into Rodger Davis yesterday, who was uncharacteristically grinning from ear to ear. He had some pretty amazing news. His new venture, Faction Brewery, has found a location. He’s signed a lease on a property — a hanger, really — in Alameda right next to St. George Spirits. It’s great to see things moving forward. The next step is to move the brewery equipment from where its stored in New York and begin the process of actually building the brewery. Congratulations to Rodger and Claudia, and it can now only be a matter of time before the beer starts flowing.

Filed Under: Breweries, News Tagged With: Bay Area, California

Beer In Ads #599: For Those With A Flair For Good Living

May 3, 2012 By Jay Brooks


Thursday’s ad is also for Budweiser, this one from just after Prohibition ended in 1933. Expressing the celebratory mood that prohibition was finally over, but that “Something More Than Beer Is Back,” hopefully not meaning just polo. No, what they’re trying to get across is that with beer’s return, it was now “For those with a Flair for Good Living.” But I guess that means people who play polo. Hmm.

Bud-1933-polo

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

Beer In Ads #598: Fireplace Popcorn & Budweiser

May 2, 2012 By Jay Brooks


Wednesday’s ad is for Budweiser, from around the 1950s, part of their long-running “There’s nothing like it … absolutely nothing” campaign. The setting for this one is a couple making popcorn in their fireplace, fully dressed. I love the man’s smiling-with-a-pipe expression.

Bud-popcorn

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

Beer In Ads #597: Hot Dogs & No Harsh Bitterness

May 1, 2012 By Jay Brooks


Tuesday’s ad is for Schlitz, from 1954. This one is also football-themed, with a man at the game, being poured two beers from cans to wash down the hot dogs, already in his hands, as his significant other waits with the blanket and a pennant in the background.

Schlitz-hotdogs

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

Beer In Ads #596: First Down. Five To Go

April 30, 2012 By Jay Brooks


Monday’s ad is for Falstaff cans from, given the pull tabs on the cans, the mid-to-late 1960s. I assume this was a football play on words. It’s a simple, clean ad, almost unusual for that time. I also like the tagline at the bottom of the ad. “Beer after beer, the choicest product of the brewers’ art. Everywhere.”

Falstaff-cans

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

Beer In Ads #595: George Petty’s Beer Ad Paintings

April 27, 2012 By Jay Brooks


Friday’s ad is the end of this week’s theme of Acme Beer and illustrator George Petty. These two works of art were most likely used in beer advertising, though exactly when and for which brewery is a mystery. Petty did a number of ads for Acme Beer, so that seems like the best guess, but I really can’t be sure. Still, they’re great, stylized paintings with beer.

Here’s the first one, in which a man and woman clink their beer glasses together in a toast.
Petty-beer

And the second, also showing a finely dressed couple at night.
george-petty-beer

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

Togo Beer

April 27, 2012 By Jay Brooks

togo
Today in 1960, Togo gained their Independence from France.

Togo
togo-color

Togo Breweries

  • Brasserie BB Lomé
  • Brasserie du Benin

Togo 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%

TOGO

  • Full Name: Togolese Republic
  • Location: Western Africa, bordering the Bight of Benin, between Benin and Ghana
  • Government Type: Republic under transition to multiparty democratic rule
  • Language: French (official, the language of commerce), Ewe and Mina (the two major African languages in the south), Kabye (sometimes spelled Kabiye) and Dagomba (the two major African languages in the north)
  • Religion(s): Christian 29%, Muslim 20%, indigenous beliefs 51%
  • Capital: Lomé
  • Population: 6,961,049; 101st
  • Area: 56,785 sq km, 126th
  • Comparative Area: Slightly smaller than West Virginia
  • National Food: Fufu
  • Affiliations: UN, African Union
  • Independence: From France, April 27, 1960

togo-coa

  • Alcohol Legal: Yes
  • Minimum Drinking Age: No minimum age
  • BAC: 0.042%
  • Label Requirements: N/A
  • Number of Breweries: 2

togo-money

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

togo-map

Alcohol Consumption By Type:

  • Beer: 42%
  • Wine: 31%
  • Spirits: 6%
  • Other: 21%

Alcohol Consumption Per Capita (in litres):

  • Recorded: 0.99
  • Unrecorded: 1.00
  • Total: 1.99
  • Beer: 0.43

WHO Alcohol Data:

  • Per Capita Consumption: 1 litres
  • Alcohol Consumption Trend: Stable
  • Excise Taxes: Yes
  • Minimum Age: None
  • Sales Restrictions: No
  • Advertising Restrictions: No
  • Sponsorship/Promotional Restrictions: No

Patterns of Drinking Score: N/A

Prohibition: None

togo-africa

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

Sierra Leone Beer

April 27, 2012 By Jay Brooks

sierra_leone
Today in 1961, Sierra Leone gained their Independence from the United Kingdom.

Sierra Leone
Sierra-leone

Sierra Leone Breweries

  • Sierra Leone Brewery

Sierra Leone 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 0.05%

Sierra-Leone

  • Full Name: Republic of Sierra Leone
  • Location: Western Africa, bordering the North Atlantic Ocean, between Guinea and Liberia
  • Government Type: Constitutional Democracy
  • Language: English (official, regular use limited to literate minority), Mende (principal vernacular in the south), Temne (principal vernacular in the north), Krio (English-based Creole, spoken by the descendants of freed Jamaican slaves who were settled in the Freetown area, a lingua franca and a first language for 10% of the population but understood by 95%)
  • Religion(s): Muslim 60%, Christian 10%, indigenous beliefs 30%
  • Capital: Freetown
  • Population: 5,485,998; 112th
  • Area: 71,740 sq km , 119th
  • Comparative Area: Slightly smaller than South Carolina
  • National Food: Rice
  • National Symbol: Lion
  • Affiliations: UN, African Union, Commonwealth
  • Independence: From France and the UK, January 1, 1960

sierra-leone-coa

  • Alcohol Legal: Yes
  • Minimum Drinking Age: N/A
  • BAC: 0.05%
  • Label Requirements: N/A
  • Number of Breweries: 1

SL17

  • How to Say “Beer”: beer
  • How to Order a Beer: One beer, please
  • How to Say “Cheers”: Cheers
  • Toasting Etiquette: N/A

sierra-leone-map

Alcohol Consumption By Type:

  • Beer: 4%
  • Wine: 30%
  • Spirits: 66%

Alcohol Consumption Per Capita (in litres):

  • Recorded: 6.72
  • Unrecorded: 3.00
  • Total: 9.72
  • Beer: 0.46

WHO Alcohol Data:

  • Per Capita Consumption: 1.13 litres
  • Alcohol Consumption Trend: Decrease
  • Excise Taxes: N/A
  • Minimum Age: N/A
  • Sales Restrictions: N/A
  • Advertising Restrictions: Yes
  • Sponsorship/Promotional Restrictions: N/A

Patterns of Drinking Score: 2

Prohibition: None

Sierra-leone-africa

Filed Under: Beers, Breweries Tagged With: Africa, Sierra Leone

Beer In Ads #594: Acme Non-Fattening

April 26, 2012 By Jay Brooks


Thursday’s ad is still another one for Acme Beer, this one from their 1930s “Dietetically Non-Fattening” campaign, and this one was also done by famed pin-up artist George Petty. I’ve featured a painting of this ad before, but I recently found how it was used in an actual ad. I love the qualification on its status as a diet drink, which is that it’s “relatively so, compared with other foods.”

acme-dieteticaly-brown

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

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