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Jay R. Brooks on Beer

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Short Pour Film Festival

August 16, 2009 By Jay Brooks

short-pour-films
According to the press release, “The “First Ever” short-film festival on the subject of BEER will debut at the Monterey Beer Festival on June 5th, 2010, from 12:30pm to 5pm.” Do you love beer? Have you ever thought about being a filmmaker? Or perhaps you’re already a professional or even amateur filmmaker. If so, here’s your chance to showcase your talent with a short (3 minutes or less) film about beer. The deadline for submissions is May 1, 2010 and the form and rules can be found on the Night That Never Ends website. It’s free to enter your film.

There are four separate categories for you to submit a film under:

  1. Live Action Short Films
  2. Animated Short Films
  3. Music Videos
  4. Commercials

Organizer Jeff Moses expects lots of lighthearted looks at brew, including personal stories about drinking beer with friends or visiting breweries. He also anticipates a few entries by “serious brewers” who’ll reveal the exact steps to making beer. I’m anticipating that Greg Koch will have an entry. Moses says being a bona fide beer connoisseur isn’t necessary for the creative process — just having a “connection” to brew should suffice. He also suggests “filmmakers throw back brewskis after shooting and avoid keg stands so they’re actually able to finish their projects.”
ShortPour-logo

The Short Pour Film Fest will take place on June 5th, 2010, during the Monterey Beer Festival (and is free to festival attendees) at the Monterey Fairgrounds, 2004 Fairgrounds Road, Monterey, California, 93940 and will be free of charge to Monterey Beer Festival attendees.

Short Pour Film Fest honors both individuals who have achieved excellence in short filmmaking and amateur filmmakers. This unique short-film festival showcases film making talent on the subject of BEER.

Films will be shown in the historic ”King City Room”, a 10,000 square foot building at the Monterey Fairgrounds (home to The Monterey Jazz Festival & The Monterey Blues Festival).

Filed Under: Events, Just For Fun, Related Pleasures Tagged With: Announcements, Film, Movies, Press Release

Craft Beer Up 11% In 1st Half Of 2008

July 29, 2008 By Jay Brooks

The midyear numbers are out, and things couldn’t look better, which is especially wonderful under the circumstances. The Brewers Association released sales through the first half of 2008 and growth of craft beer by dollars is up a very healthy 11%.

According to their press release, “The Brewers Association attributes this growth to a grassroots movement toward fuller flavored, small batch beers made by independent craft brewers.” I’m all for that, but since it’s dollars one must at least speculate that higher prices for craft are driving that number, at least to a certain extent. Since others (admittedly with an agenda of showing craft in not the best light) have suggested that craft sales are slowing, it’s tempting to worry about the absence of where volume of sales is for the first half of the year. But as the Nielsen Company, points out, “beer sales are affected the least by the economic downturn, with wine sales showing the most impact. Additionally, craft beer is gaining customers from across all segments of beverage alcohol.” So perhaps I’ve no reason to worry after all.

More from the BA’s press release:

“Newer brands by the larger brewers, like Belgian style wheat beers, have huge distribution advantages over beers by independent craft brewers,” said Paul Gatza, Director of the Brewers Association. “These brands can grow when the large brewers decide they want them to grow with the ability to impact what brands get shelf space and tap handles. At the same time, beer from craft brewers is being requested by the customer, which encourages distributors and retailers to make the beer available.” According to the Brewers Association, 1,420 of the 1,463 U.S. breweries are independent craft brewers.

The Brewers Association reports that in the first half of 2008 volume of beer sold by craft brewers grew by 6.5% totaling an estimated 4 million barrels of beer compared to 3.768 million barrels sold in the first half of 2007. Harry Schuhmacher of Beer Business Daily stated, “Crafts have really taken pricing this year given high input costs, and yet it is still driving volume gains faster than the beer category.”

But if the numbers all bear this out, then it’s very good news indeed. With rising prices across the board for all manner of food and beverages, there has been much speculation about whether consumers would continue to be willing to spend more for craft beer or would retreat back to the cheaper stuff from the big beer companies. The initial anecdotal evidence I’d been hearing suggested to me that sales by most breweries had not suffered significantly from higher prices at retail and at the tap. More than a few people I’ve talked to in the last several months have said demand is still rising unabated. The BA’s stats do appear to bear that out, so hopefully what initially seemed like a brick wall staring us down in the near future might in reality be another hurdle, but one which can be jumped over with a good business plan and, most importantly, a good-tasting, full-flavored beer.

Filed Under: Breweries, News Tagged With: Press Release, Statistics

Costco Beers

January 29, 2008 By Jay Brooks

In related Costco news, Miller’s Brew Blog is reporting that the big box store chain will be creating three private label beer brands under the Kirkland name: a hefeweizen, amber ale and pale ale. The Gordon Biersch production brewery in San Jose, California — who also makes competitor Trader Joe’s private label beers — will be brewing the beer for Costco. Private label products tend to have higher profit margins than regular brands, so undoubtedly that’s the motivation here, as well. Given that most Costco stores carry only a very few beers, and even fewer craft beers, this strikes me at first blush as another bad omen for better beer. I doubt they’ll be increasing the number of beer skus each store will carry but more likely will shove less well-established local brands out the door to make room for these.

 

 

Filed Under: Food & Beer, Just For Fun Tagged With: Press Release, Southern States

Cognitive Branding

January 29, 2008 By Jay Brooks

This is slightly off topic — it’s more about advertising — but since Anheuser-Busch’s Super Bowl ads are singled out, and also because it’s quite interesting, I thought I’d pass it along just the same. An article in yesterday’s Advertising Age by a Lisa Haverty, titled Don’t Flush Your Ad Down the Super Bowl: Unless Your Spot Has Fundamental Cognitive Elements, No One Will Recall Your Brand, begins with this ominous warning. “If you’re not Bud, don’t bother.” Ouch, if I were spending $2.7 million on an ad promoting the Bulletin during the Super Bowl I wouldn’t be very happy to read that. But apparently unless I’m careful to incorporate “some very fundamental cognitive elements” in my ad, people will end up remembering it as another Bud ad. The Cognitive Science Conference — doesn’t that have fun time written all over it? — held last August in Tennessee (and sponsored by the Cognitive Science Society) revealed in a study that “[a]ds with poor ‘cognitive scores’ were misattributed by consumers, and beer ads were attributed to the huge Super Bowl presence that is Budweiser.” There are ways to avoid this from happening. As Haverty suggests, you have to follow the basic principles of cognitive science to make people remember who you are, or in the jargon, reliable brand recall.

Here’s an interesting example:

Take, for example, the concept of “working memory.” Information has to go through working memory to get into long-term memory, where brand awareness and loyalty reside. One of the principles of cognitive science is that a person can hold and process only about seven items in working memory at any given moment. This actually varies from about five to nine in the general population. If your ad has so much information that it exceeds working-memory capacity, you’ll lose control over what consumers are able to remember. Cog-sci lesson: Respect working memory.

There are a few other examples, read them if you find this sort of thing as fascinating as I do. What I really take away from all this, apart from the simple fact that one must be careful in how to spend $2.7 million, is something I always suspected about any large company’s approach to blitzkrieg advertising. By year after year being the biggest advertiser during the Super Bowl, A-B has set themselves up in a very enviable position. Any other beer or related commercial runs the risk of having their own ad remembered by consumers as being for the competition. Talk about a gamble. They’ve effectively made it almost impossible for any other beer company to reach their audience during one of the most-watched television events of the year. In essence, they now own the event, ad-wise. The cynic in me thinks that if they paid for it, they should reap the rewards, but my idealistic side hates that any big company with vastly more resources than all of his competition can just use a bludgeon to maintain his market position. But that’s what’s happening in virtually any industry you can name. Once upon a time, hundreds and thousands of small local and regional businesses competed more or less on a level playing field, at least more fair than today’s environment. Go anywhere in America today, and the number of national chain stores and other businesses dominating and squashing local competitors is astonishingly near completion. And that’s not good on so many levels. As the science of advertising gets better and better, we’ve truly been manipulated into thinking what’s good for GM is good for America. If that idea is allowed to run its course there will be two or three brands, at most, for literally every type of good you can name, and even at that each will be remarkably similar to one another. Only the cognitive branding, advertising and marketing will be able to identify any difference, and they’ll do so by the most dishonest of methods possible. Geez, I need a beer.

As an aside, there’s a very funny critique of this AdAge article by AdHurl, which as far as I can tell is by a thirty-year veteran of the ad game, George Parker. He calls out Haverty for her overuse of the word “cognitive” throughout her piece. It’s snarky and hilarious. A kindred soul.

 

Filed Under: News Tagged With: Business, Law, Press Release, Washington

Highway To Helles: Strong Beer Month Returns

January 24, 2008 By Jay Brooks

Beginning on February 1, 21st Amendment Brewery and Magnolia Pub & Brewery, both in San Francisco, will team up yet again to host their sixth annual Strong Beer Month. Each brewpub will create six different seasonal beers — and if you haven’t figured it out yet, they’ll all be strong — that will be available at the two locations throughout February. Many of these dozen beers have been created especially for this month, and will be available only until they run out. Sample them all, and you’ll receive a commemorative glass.

 

 

 
And this year’s poster is hilarious, a near perfect parody of AC/DC’s album cover for Highway to Hell. Compare it to the original below.

 

 

Filed Under: Just For Fun Tagged With: Announcements, California, Other Event, Press Release, San Francisco, Seasonal Release

Carnevale di Lost Abbey

January 22, 2008 By Jay Brooks

Port Brewing / The Lost Abbey will holding their first ever Carnevale di Lost Abbey on Groundhog Day, February 2 from 6 to 10 p.m. to celebrate the Venetian holiday with a masquerade ball and new beer release, appropriately named Carnevale Ale. The beer will be the Lost Abbey’s interpretation of a saison, but made with American hops.

From the press release:

For centuries Venetians have celebrated mid-winter and the beginning of Lent with a temporary upending of the social order. Denizens of the canal-lined city disguise themselves as paupers, princes, ladies, lovers and fools, and gather in the Piazza di San Marco to dine, drink and dance at the Carnevale di Venezia. Shortly revelers will soon be gathering in another San Marcos half a world away to carry on the Carenvale tradition with a New World twist.

On February 2nd, 2008 Port Brewing will throw its first Carnevale di Lost Abbey complete with masquerade and a special beer release to honor the ancient tradition. Beginning at 6pm the Lost Abbey will transform from brewery to Venetian piazza, offering party-goers food, music and, of course, Lost Abbey’s award-winning ales.

Coinciding with the celebration the brewery will also issues its first release of Lost Abbey Carnevale, a blonde Saison accented with American hops.

Carnevale di Lost Abbey will run from 6pm to 10pm, Saturday, February 2, 2008. Attendees who attend the masquerade in costume will be admitted free. A $10 charge will apply to those not in costumes. Food and music will also be free of charge. Beers will be offered at regular price.

The new Carnevale ale will also be available for purchase that evening. The beer is being released in 750ml cork-finished bottles with a price of $8.99 per bottle. Carnevale will also be available through Port Brewing’s standard distribution channels. More information on the Carnevale party and beer release can be obtained on The Lost Abbey website.

Filed Under: Beers Tagged With: Announcements, California, Other Event, Press Release, San Diego

The Jaguar from Patagonia

January 16, 2008 By Jay Brooks

If you’re like me, when you think of beer from Argentina you think of Quilmes. It’s been the best-selling brand for decades and since being acquired by InBev, has been imported to over a dozen countries, including the United States. But there are actually over forty breweries in Argentina.

Another one of them, Patagonia, announced today they will be importing their beer into the U.S. through Aladdin Beverage. They already received label aproval and the first shipments should hit the docks of New York sometime in May.

From the press release:

Brewed and bottled in the oldest Brewery in Argentina (est. 1884), Patagonia represents the exact type of brand which Aladdin looks for. “Patagonia is a wonderful tasting Blond Ale. I love Blond Ales, so I have a bias towards them, but this is truly one of the best Blonds I have tasted. So much so that we have entered Patagonia into the 2008 World Beer Cup and I think we have a good chance of winning,” states Ted O’Connor, President of Aladdin Beverage.

Patagonia prides itself on being brewed with only all natural ingredients. In fact they go one step further and adhere to an old law dictated by Bavarian Duke William IV, which stated, beer is only considered premium if it is brewed with pure malted barley, hops, yeast, and water. That is it!

Curious about that odd-looking label? I was, and here’s the answer. Patagonia’s logo is a stylized representation of the jaguar. Apparently, jaguars were common in Patagonia (roughly the southern third of South America) until the 19th century, when they were hunted to near extinction by European explorers and settlers. To the native population, jaguars were sacred as a symbol of power and in some circles even considered a god. They were often important in local religions and were also associated with Courage, fertility, intelligence and magic.

The Jaguar is one of the four “big cats,” and the largest in the Western Hemisphere. The others include leopards, lions and tigers, oh my.

The Patagonia Jaguar.

Filed Under: Beers Tagged With: Business, International, Press Release

Punishing Drinkers With Taxes

January 15, 2008 By Jay Brooks

The Marin Institute, one of the more blunt and churlish of the anti-alcohol organizations, is mounting an offensive to raise alcohol taxes an incredible “25 cents per drink” in California. Their vision — my nightmare — is to bring about “communities free of the alcohol industry’s negative influence and an alcohol industry that does not harm the public’s health.” But as they naturally see any influence as negative and everything that the alcohol industry does as harmful, what they really want is nothing short of an another Prohibition.

Throughout their rhetoric (and even the sources they’re relying upon) is a call for “fairness” and for alcohol to pay its “fair share,” whatever that really means. But the carrot they’re holding out is that by doing so it would help to alleviate California’s budget deficit that’s been plaguing us for several years now. But I fail to see how raising the taxes of people who drink is in any way fair. Effectively what they’re suggesting is that because our state managed to get itself in a fix, budget-wise, people who drink should be called upon to foot the bill. They just want to punish those of us who choose to drink, and yet they call it fair? The first definition (of 26) for the word “fair” is “free from bias, dishonesty, or injustice.” There’s clearly bias, it’s dishonest in my opinion to claim it’s because of our state’s tax problems, and it hardly seems just to have drinkers pay a disproportionate share to get us out of our budget hole. So it’s really the very opposite of fair.

This is the same nonsense that’s going on with Indian gaming right now, with several state proposals on November’s ballot. We committed genocide against Native Americans and broke every single treaty we ever made. So when Indian gaming successfully exploited one of the few advantages left to them, we still can’t seem to let them be. This is the second time California politicians have tried to get (or more accurately extort) a bigger piece of their gambling revenues, and the exponents of these propositions try to sell them in the same way as the Marin Institute is doing with beer taxes, by twisting the idea of “fairness.”

Of course, the real reason they can say with a straight face that it’s fair to ask drinkers to pay more taxes than teetotalers is this odd notion that, in the words of David Leonhardt, “taxes serve a purpose beyond merely raising general government revenue. Taxes on a given activity are also supposed to pay the costs that activity imposes on society.” I’m not necessarily against this idea entirely, but I don’t understand when it became an unquestionable fait accompli and why people are so quick to believe it. Why is this only ever said of things that some people don’t like? The costs on society for our general obesity and unhealthiness has not brought about taxes on fast food, sugar or high fructose corn syrup. Hummers, SUVs and other similar gas-guzzling vehicles not only are not taxed at a higher rate but actually receive federal and state tax breaks and incentives and have lower standards of fuel efficiency than regular cars. With their poor MPG they do great harm to our society yet are actively subsidized and encouraged by our government over cars that get more miles per gallon and are kinder to the planet. Check out this Slate article for more on this. I’m not saying that’s as it should be, simply that this idea that all products must contain within their profit structure some tax scheme that balances the price with their damage to society caused by them is wholly fallacious.

But even if it wasn’t such a weak argument, we don’t charge a higher percentage of a person’s tax burden for the fire department if they live in a tinderbox house vs. an inflammable brick home. Instead we average the cost to society out and charge everyone the same amount since everyone gets the same potential benefit. That’s a fair arrangement in every sense of the word. It’s good for the whole town, not just for you, if your house does not burn down. So there’s really no reason why we can’t apply that same logic to the whole of society. I realize that will be unpopular with folks who don’t think it’s fair that while they choose to abstain, they may have to pay for problems supposedly caused my decision to drink. But if it’s legal for everyone who pays taxes (except, those 18-20 years old — hey, another reason they should be allowed) to drink then I don’t see why it’s so troubling that we all share the costs of society equally. You may think it’s unfair because you feel you’re not causing the (hypothetical) problem. Well I think you’re being selfish by only wanting to pay for services that that either benefit you or were caused by you. In a sense, it’s like after building your inflammable brick house you refuse to pay to support the fire department any longer under the theory that your house is in order.

Maybe it’s just me, but I don’t want to live in a world where everyone is so selfish that they don’t want to help other people. Look at this another way. The vast majority of drinkers do so in moderation and never are any burden to society whatsoever. But a tiny percentage of drinkers do cause problems for themselves and others. There are at least two ways we can shape policy to deal with problem drinkers. We can treat the causes of the problems and make tougher laws to deal with them, and only them. Or we can make it harder on everybody’s ability to drink, thus punishing everybody for the sins of the few. It’s not too difficult to figure out which approach the neo-prohibitionists have chosen. Even if only one in every ten-thousand persons who drink may exact a cost on society they would prefer to punish the other 9,999, too.

Another one of the contentions is that the last time California raised taxes on alcohol was 1992. That increase was apparently one cent on a glass of wine and two pennies for a bottle or can of beer and one shot of hard liquor. So clearly a 25-cent increase seems reasonable?!? Maybe sixteen years is too long without an increase, I’m not going to argue that point. But even if the tax had been raised another penny every year, the tax would still only be 16 cents higher today, so please tell me how 25 cents is a fair suggestion? Or are they just shooting for the moon in the hopes of a negotiation that ends up compromising higher as a result?

And if it’s tax fairness they’re after, taxes of corporations have fallen much more dramatically over the past several decades. They haven’t just stagnated and gone down merely by adjusting for inflation, but have actively been lowered. At the same time, personal taxes on the poor and middle-class have gone up while tax cuts for the rich keep increasing. So if the Marin Institute really cares about California’s budget crisis, I think a more prudent approach might be trying to raise corporate taxes across the board and removing unfair tax cuts and loopholes for the wealthiest among us. It wasn’t alcohol that got us into this mess, so why make it foot the bill.

One of the main sources that the Marin Institute cites for their proposal is Let’s Raise a Glass to Fairness, a polemic about why the author, David Leonhardt, believes federal alcohol taxes should be raised. Some of the supposed alcohol-related costs to society he cites are the following:

  1. child abuse
  2. drunken-driving checkpoints
  3. economic loss caused by death and injury
  4. hospital bills for alcohol-related accidents

So let’s look at those claims.

1. Child Abuse: This one’s a head-scratcher for me. Sure it sounds bad, but what does it really mean? I was terrorized as a child by an alcoholic, psychotic step-father but even as a kid I knew it wasn’t the alcohol that caused him to be that way. There were myriad things in his life that made my step-father such a mess, and alcohol was the least of them. At its worst it was merely a convenient catalyst. If alcohol had been removed from the situation, something else would have filled the void. I can’t see how alcohol causes child abuse any more than cake is directly responsible for obesity.

2. Drunken-Driving Checkpoints: If these are such a burden to our nation’s purse strings, then by all means stop them. They’re already an invasion of civil liberties because they randomly presume guilt of everyone behind the wheel of a vehicle. But saying these are a cost of alcohol seems weird to me. The fact is that police forces choose to do them, they aren’t mandatory, and they’re more often done because of politics or pressure from local neo-prohibitionist groups. So they aren’t caused by alcohol, they’re caused by people against alcohol. There are plenty of legitimate ways for the police to do their job in keeping potentially dangerous drivers off the road that don’t involve these checkpoints.

3. Economic Loss Caused by Death and Injury: Now I certainly don’t want to downplay or make light of anyone’s loss or injury, but the alcohol didn’t cause either. The idiot person who drank too much or otherwise couldn’t control himself is responsible for a death or injury that resulted from his actions. And he should be punished to the full extent of the law. But don’t punish me or my right to drink moderately because some yahoo couldn’t act responsibly.

4. Hospital Bills for Alcohol-related Accidents: This is the same as the last one, it’s economic harm inflicted by a person and we should be blaming the individual person. People scoff at the Twinkie defense, saying it’s ridiculous that too much sugar might cause a person to commit a crime, but here Leonhardt is saying effectively the same thing.

He also throws around a lot of statistics about how many people die each year in “alcohol-related car accidents” along with “other accidents, assaults or illnesses in which alcohol plays a major role.” But as we learn time and time again, the way “alcohol-related” is defined is usually pretty deceptive. Many such studies have considered an accident “alcohol-related” if one of the passengers had earlier been drinking so it’s pretty hard to take such stats very seriously. Do people die from causes related to alcohol? I’m sure they do. But the number one cause of death: living. What I mean by that is every single thing we do every single moment has some risk associated with it. It’s a fool’s errand to dissect every thing we humans do and determine which ones to tax more heavily.

Leonhardt likens his strategy to the same argument for higher tobacco taxes, saying for alcohol the impetus “is even stronger” with this gem. “Tobacco kills many more people than alcohol, but it mainly kills those who use the product.” Did I miss a meeting? Isn’t one of the strongest reasons for all the recent tobacco bans that second-hand smoke is far more dangerous to people around smokers than previously believed?

He then goes on to say. “Many alcohol victims are simply driving on the wrong road at the wrong time.” And that may be true, and it is certainly tragic, but why then is it fair that I should pay more for my beer because of other drunk drivers, especially if I and millions of other responsible drinkers don’t place anyone else at risk. If the argument for fairness is that all alcohol drinkers should pay more for their beer because of the costs that alcohol exacts on society, how then does that same logic explain why this burden is so unfairly placed on all drinkers and not just the problem drinkers? Isn’t that just a teensy-weensy bit hypocritical?

Leonhardt later admits, or at least accepts, that there are plenty of responsible drinkers around and even quotes Jeff Becker, President of the Beer Institute. “Most people — the vast majority of consumers — don’t impose any additional costs on anyone.” But in the end he concludes that since he can’t figure out a way to “tax only those people who were going to drive drunk in the future” then it’s somehow fairer to just tax everybody who drinks. Yeah, that makes sense. No wonder the Marin Institute loves this guy.

But another flaw in this theory is that raising taxes on alcohol will raise an additional $3 billion in tax revenue to help with California’s $14 billion current deficit. One of the major prongs of the Marin Institutes’s plan is that by raising the price of beer, drinking will be curtailed once again. If people are drinking less, then how will that result in more tax revenues? If this proposal was really about solving California’s budget crisis, wouldn’t it make more sense to raise alcohol taxes and then actively encourage drinking to help raise more money to apply to the deficit? But this never really was about taxes or California’s budget crisis. It was always about keeping people from drinking or at least making it harder for them to do so. But not enough people were apparently getting their message and were — gasp — still enjoying a drink now and again. So instead they dressed this proposal up as a panacea for our state’s budget crisis hoping that people might respond more favorably to that gambit. Don’t you believe it.

Look, we have the highest federal budget deficit in history and many states, including my own, have similarly terrible fiscal situations that they’re facing. But no matter how much junk science you throw at this problem, alcohol did not cause our current situation. As a result, trying to raise more taxes by arguing that it would be fairer for the nation’s alcohol drinkers to help pick up the tab is just ludicrous. Perhaps taxes should be higher across the board to get us out of this deficit and that might include alcohol taxes, too. But politicians don’t like to raise taxes generally because people tend to vote out of office any politician who tries to do so, no matter how vital they might be in paying for our infrastructure and making our society work for everyone. So we keep electing fiscal conservatives who slash and burn social programs. And then we wonder why there’s no unemployment available when we get laid off so that the factory we used to work for can relocate overseas and chain ten-year old girls to a sewing machine to slave away for twelve-hour days, seven days-a-week for peanuts just so we can be spared the injustice of paying a few cents more for some crap we don’t really need at Wal-Mart. Let’s not change that situation, let’s blame alcohol instead. Raise a glass to fairness, indeed. I’ll buy the first round.

 

Filed Under: Editorial, Politics & Law Tagged With: Business, California, Law, Press Release, Prohibitionists, Statistics

Full Sail Re-Boots LTD Series

January 13, 2008 By Jay Brooks

Full Sail Brewing in Hood River, Oregon will be re-launching their seasonal LTD series that they debuted in 2007. Though curiously, they’re starting over again with Recipe 01, so perhaps re-booting might be more accurate.

From the press release:

Full Sail proudly announces the return of its lager seasonal program — the LTD series. Our first offering is a wonderfully balanced medium, copper colored lager with subtle hop accents, and a caramel aroma, that goes down smooth – perfect for the winter season. Since its release last year LTD has been embraced by both the critics and consumers alike winning a gold medal in the World Beer Championship and becoming one of the fastest growing new beers in the U.S. (I.R.I 12/02/07) “We are excited to be able to branch out and brew some interesting lager beers as they are such a huge part of brewing tradition. It is one of the best parts about being an independent, employee owned company – we get to celebrate our creativity as well as the rich heritage of beer styles,” said Brewmaster Jamie Emmerson. “It is such a pleasure to brew these beers and have them develop such a fervent following — it is why I love my job!”

LTD Recipe 01 will be available in six-packs and in draught and will begin shipping from the brewery again in January 2008. The bottle labels describe LTD Recipe 01, as an easy drinking, nonetheless way tasty limited edition lager. Featured on the six-pack is a “Malt-O-Meter” that will tell you at a glance that LTD is a medium body, perfectly balanced malty beer with a lovely hop aroma and caramel notes. For the beer aficionados, or the aspiring ones, the bottom of the six-pack features an easy to read chart of “Today’s Recipe”, including hop (Czech Saaz, Hallertauer) and malt varieties (caramel, chocolate and wheat), Plato (16 degrees), I.B.U. (26), alcohol by volume (6.4) and even secret sauce! Full Sail will follow up with a limited edition bottling of LTD Recipe 02, this spring.

Filed Under: Uncategorized Tagged With: Oregon, Press Release, Seasonal Release

Anderson Valley Gets Real

January 11, 2008 By Jay Brooks

I’m not entirely convinced of their claim of combating global warming, but Anderson Valley Brewing announced that they have begun brewing real ales and have added a beer engine to their tasting room, and that’s certainly good enough news for me.

From the press release:

Anderson Valley Brewing Company (AVBC) proudly added to their award-winning line of handcrafted beers, “Real ale”—a natural ale created in a traditional and environmentally-friendly style. Real ale is a beer that highlights Anderson Valley Brewing Company’s continuing efforts to make high quality beers in an environmentally responsible manner. Real ale is:

  • * A truly “organic” ale with only four natural ingredients: malted barely, hops, water and yeast and absolutely no additives.
  • * Served at 10-13 C degrees via a human-powered “hand pull” it’s naturally cool, resulting in far less energy being used for cooling.
  • * Naturally carbonated through the yeast’s effervescence — no additional carbon dioxide is added.
  • * Reducing packaging by using casks which can be reused for up to 20 years.
  • * Created using solar power which provides 40% of Anderson Valley Brewing Company’s annual energy needs.

Though Real ale is environmentally responsible, the traditional method of brewcrafting also results in a more robust, stimulating, and fresh taste that can’t be found in traditional brands. Real ale’s unique flavors and aromas are partly due to the process of fermentation.

While a great many breweries remove yeast before the beer reaches the glass, Real ale differentiates itself by retaining the yeast in the container from which the beer is served. Though the yeast settles at the bottom of the cask and isn’t poured into the glass, the yeast is still active in the cask where the process of fermentation continues until ready to serve. Real ale is currently available in Anderson Valley Brewing Company’s visitor’s center.

 
In other Anderson Valley news, they will be having a special event on February 2 to celebrate their 20th Anniversary. And the 12th annual Boonville Beer Festival will take place in 2008 on May 10.

 

 

Filed Under: Uncategorized Tagged With: Announcements, Brewing Equipment, California, Northern California, Other Event, Press Release

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