Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #4911: Acme Bock Is Back Tomorrow

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Last year I decided to concentrate on Bock ads. Bock, of course, originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Sunday’s ad is for Acme Bock Beer and was published March 16, 1950. The brewery was the Acme Brewing Co. of San Francisco, California, which was originally founded in 1907, though they also opened a location in the Los Angeles area. Today the brand is opened by North Coast Brewing. This ad ran in the News Pilot of San Pedro, California, announcing the release of Acme bock beer the following day.

Beer In Ads #4910: Acme Bock Beer

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Last year I decided to concentrate on Bock ads. Bock, of course, originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising.

Saturday’s ad is for Acme Bock Beer and was published March 15, 1934. The brewery was the Acme Brewing Co. of San Francisco, California, which was originally founded in 1907, though they also opened a location in the Los Angeles area. Today the brand is opened by North Coast Brewing. This ad ran in the Oregonian of Portland, Oregon, for the first release of bock beer since Prohibition was repealed the previous year.

Bistro Double IPA Winners 2024

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Earlier today, the 24th annual Double IPA Festival was held at the Bistro in Hayward, California. I got there early for judging again this year, and spent the morning holed up in the basement, where we judged Double IPAs for most of the morning, before choosing our top three favorites.

Starting our judging bright and early.

After emerging from the dark into the light, it was nice to see a bright, sunny day in beautiful downtown Hayward.

At 2:00 pm., owner Vic Kralj announced the winners:

Double IPAs

Matt Sager from Danville Brewing picking up his bronze medal.
Silver medal winner Craig Cauwels, from Morgan Territory, missed the awards ceremony by just a few minutes
Sunriver made it down from Oregon to accept their gold medal.

People’s Choice Awards

Double IPA: Cone Goblin, by Ghost Town Brewing, from Oakland, California, in collaboration with Alvarado Street Brewing, headquartered in Monterey, California

Ghost Town won the People’s Choice this year.
Cheers from the 2024 Double IPA Festival!

Bistro IPA Festival Winners 2023

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Today was the 25th annual IPA Festival at the Bistro. It was another lovely sunny day in Hayward, making it perfect beer festival weather, although we’d returned to being sequestered in the basement for judging. The full list of winners is below.

Judging today at the Bistro for their IPA Festival.

IPAs

Tenma picking up their gold medal.

And Tenma also won People’s Choice for favorite IPA at the festival.

It was a beautiful day in Hayward.

Bear Republic Merges With Drake’s Brewing

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They’ve been working behind the scenes for some time now, but as of today most of the details have been worked out, so they’re making it official. Rich Norgrove, along with his wife Tami Norgrove, owners of Bear Republic Brewing of Cloverdale are partnering with John Martin and Roy Kirkorian of Drake’s Brewing, headquartered in San Leandro, to effectively merge the two breweries. In official terms, today they “jointly announced the sale and purchase of certain assets of Bear Republic to Artisan Brewers LLC” (which is Drake’s Brewing’s official business name).

What that means in practical terms is that “Racer 5 is shifting gears once again, beginning a new collaborative partnership with The Drake’s Brewing Co. The iconic West Coast IPA, once at the forefront of the California craft beer boom, is merging lanes to accommodate industry-wide challenges, while keeping a firm ‘pedal to the metal,’ moving forward.” The deal means Drake’s will acquire “all of Bear Republic Brewing Company’s recipes, formulas, and intellectual property, and will allow The Drake’s Brewing Company to continue producing the Bear Republic lineup of beers, including its Racer 5 IPA, as well as their other brands, plus new beers in the coming months. The long-time industry friends are aligned in their vision, bringing Bear Republic Brewing Company into new markets, new communities and new opportunities moving forward.

“We have always admired Drake’s Brewing Company’s passion for craft beer, their community as well as their commitment to quality,” said Bear Republic Brewing Company’s CEO Richard Norgrove. “Joining forces with Drake’s will allow us to bring our beers to even more customers, and we’re excited to be a part of the Drake’s family.” Throughout the merger, Norgrove will continue to be a shepherd of the brand, helping to represent the family-owned brewery in the manufacturing, production and sales of BRBC’s recipes.

So it’s not a straight sale, as is often the case, but instead, as Norgrove explains it, it’s more like “not coming in and buying the car, but buying the engine and driver.” Norgrove, as well as his longtime brewmaster, Peter Kruger, will continue to work with the Bear Republic brand. It will continue to be brewed in Cloverdale, but brewing will be transitioning over the coming months to San Leandro.

I spoke to both Martin and Norgrove this afternoon, and they stressed that this deal “makes them both stronger.” Bear Republic’s best-selling beer, accounting for 92-percent of sales, is Racer 5, so that, along with new favorite, Racer 7 (a 7-percent hazy IPA), will be the primary focus during the transition period. Naturally, the two have known one another for decades in the Bay Area brewing community and have even shared some of the same brewers who have worked for both companies. So as Martin described it, there are “so many cool things from a synergistic point of view.” They also share distributors in some key markets, which will help make the transition smoother. The good news here for beer overs is that Bear Republic beer will continue to be brewed in the Bay Area and may lead to it being even easier to find. The two have already started talking about future satellite locations, starting in Sonoma County, similar to Drake’s Dealership in Oakland and The Barn in West Sacramento.

From right to left: Rich Norgrove, Tami Norgrove, John Martin, Laura Norgrove, and Paul Marshall at Judy Ashworth’s place for a beer tasting recently.

About the two companies.

Drake’s originally was founded as Lind Brewing in 1989 by Roger Lind. He sold the brewery to a local coffee company in 1998 and they changed the name to Drake’s, which had been a name used for many of the beers. In 2008, John Martin and Roy Kirkorian bought the brewery. Martin, along with his brother Reid Martin, also started Triple Rock Brewery in Berkeley, one of the earliest brewpubs in the country when it opened in 1986. After taking the reins, Martin and Kirkorian opened Drake’s Barrel House in 2011, its brewery tasting room and a few years later, in 2016, opened Drake’s Dealership, a beer garden and restaurant in downtown Oakland at the site of a former Dodge automobile dealership. In 2018, they opened another satellite location in West Sacramento known as The Barn.

Me with John Martin at Triple Rock Brewery in Berkeley a few years ago.

Bear Republic Brewing was founded in 1995 by Ricardo and Tami Norgrove, along with his parents, Richard and Sandy Norgrove. By 1999, they’d won a gold medal at GABF for their Racer 5 IPA, one of the first popular West Coast-style IPAs. The original brewpub was located in downtown Healdsburg, but in 2005 they built a much larger production brewery in Cloverdale. In 2006, they won big at GABF, winning Small Brewing Company and Small Brewing Company Brewer of the Year. In 2017, they opened a second brewpub in Rohnert Park, and in 2019 due to issues with the landlord closed the Healdsburg location. But Covid hit them hard, as it did most breweries, and this led to them closing the Rohnert Park location, as well, focusing instead on their package beer and distribution.

Me and Rich Norgrove at the original brewpub several years ago.

Beer In Ads #4308: San Leandro’s Nancy Woodruff Wins Miss Rheingold Accolade

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Friday’s ad is for “Rheingold Beer,” from 1954. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. Nancy Woodruff was elected Miss Rheingold 1955.” She was born in Detroit Michigan in 1933, but was raised in San Leandro, California. Humorously, one newspaper reported she attended “San Leandro high school in San Francisco,” and not in … San Leandro. When she was 18, two years ago, she moved to New York City to pursue a modeling career. She entered the 1952 Miss Rheingold contest and was chosen as a finalist, but list to Mary Austin that year. But tried again in 1954, and well, here we are. I’m not sure who her career fared after this year, as there’s not much information I could find. Apparently, she did some early television, but mostly commercial work. She married stock broker Jack Paul Adler of New York in 1956, and they appear to have had two children, before moving to Naples, Florida at some point. She passed away in early 2004. In this news item, entitled “San Leandro’s Nancy Woodruff Wins ‘Miss Rheingold’ Accolade,” published shortly after she was revealed to be the winner of the 1955 contest. This was published in a Bay Area newspaper who made a big deal about the fact that Woodruff, though born in Michigan and lives in New York now, was raised in San Leandro.

Beer In Ads #3771: Rainier After Exercise

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Monday’s ad is for “Rainier Beer,” from 1904. This ad was made for the Seattle Brewing & Malting Co., who made Rainier Beer, and was later known as the Rainier Brewing Company of Seattle, Washington. This one shows a woman golfing and has the text: “After Exercise there is nothing that will recuperate exhausted force more quickly than Rainier Beer.”

Beer In Ads #3769: How To Drink Rainier Beer After January 1st, 1916

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Saturday’s ad is for “Rainier Beer,” from 1916. This ad was made for the Seattle Brewing & Malting Co., who made Rainier Beer, and was later known as the Rainier Brewing Company of Seattle, Washington. This one announced Rainier’s moving of their facilities to San Francisco after Washington State enacted prohibition restrictions ahead of the national amendment and gives instructions on how to order Rainier beer after January 1, 1916.

Beer Birthday: Anat Baron

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Today is the birthday of filmmaker Anat Baron, whose Beer Wars movie started people writing and talking about the beer business, from all sorts of angles, over ten years ago, and while it’s slowed down, the discussion has yet to have completely gone away. Or as Alan from A Good Beer Blog puts it, “joined to the long-standing discussion about the beer business and added an interesting interpretation.” Love it or loathe it, it has certainly managed to capture people’s attention, and if that’s all it’s done, that’s still a huge positive to my way of thinking. But it’s also opened quite a few minds to what those of us who’ve been embedded in the beer business have known forever, which is how the business operates, where it’s fair and unfair, and what you can do as a consumer to support the beers and breweries you love. Join me in wishing Anat a very happy birthday.

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Anat behind the bar.

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Publicity photo for Beer Wars.