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Jay R. Brooks on Beer

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Firestone Walker To Introduce Cans

January 28, 2015 By Jay Brooks

firestone-walker-long
Firestone Walker Brewing announced today that they will be offering three more of their beers in cans shortly. According to the press release, “Union Jack (IPA), Easy Jack (session IPA) and Pivo (hoppy pilsner) [are] all being introduced in six packs starting in mid February.”
FW_Pivo_Can
From the press release:

“We could have rushed into canning a few years ago, but we wanted the timing to be right,” said brewery co-proprietor David Walker. “The market for canned craft beer is now hitting its stride, and canning technology has come a long way in a short period. Also, cans are a perfect fit for life here on the Central Coast. All of these factors converged to finally reach a tipping point for us.”

The brewery’s new canning line was made by leading beer packaging company KHS based in Dortmund, Germany.

“It was the best—and most expensive—solution,” said Brewmaster Matt Brynildson. “You can make the best beer in the world, but if you run it through a substandard packaging line, you end up with a beer-wrecking machine. With this KHS line, there are no worries about beer integrity.”

The canning line was first fired up last year to produce cans for the brewery’s 805 brand. The cans are dry-rinsed with ionized air and purged with CO2, then filled. The cans next run through a bubble breaker to remove any air bubbles before being surface purged with CO2 to eliminate oxygen from the head space. They are then seamed with a Swiss-made Ferrum seamer and inverted for a short period to detect any leaks as they exit the seamer. After a final rinse, cardboard carriers are auto-assembled around the cans. At full speed, the canning line produces 400 cans (12-ounce) per minute.

“I think there are advantages to both cans and bottles,” Brynildson said. “Cans do a great job of blocking UV light and maintaining a great seal, but on top of that they’re just fun. They’re light and they carry anywhere. I get goosebumps just thinking about having these beers in cans.”

FW_Cans_Trio

Filed Under: Beers, Breweries, Just For Fun, News Tagged With: Announcements, California, Cans, Press Release

Anheuser-Busch InBev To Buy Elysian

January 23, 2015 By Jay Brooks

ABI elysian
Anheuser-Busch InBev and Elysian Brewing of Seattle, Washington announced today that they had reached agreement for ABI to buy the small Elysian brewpub chain.

From the press release:

“For two decades, we’ve welcomed guests into our brewpubs and served them creative and impeccably crafted beers,” said Joe Bisacca, Elysian ‎CEO and co-founder, who will continue with Elysian along with his partners, Dick Cantwell and David Buhler. “After a lot of hard work, we’ve grown from one Seattle brewpub to four pub locations and a production brewery. With the support of Anheuser-Busch, we will build on past successes and share our beers with more beer lovers moving forward.”

Dick Cantwell, Elysian co-founder and Head Brewer added, “Throughout our journey we’ve been focused on brewing a portfolio of both classic and groundbreaking beers and supporting innovation and camaraderie in the beer industry through collaboration and experimentation. By joining with Anheuser-Busch we’ll be able to take the next steps to bring that energy and commitment to a larger audience.”

Elysian sold more than 50,000 barrels of beer in 2014, with Immortal IPA accounting for more than a quarter of the company’s total volume.

“Elysian’s story includes everything we look for in a partner,” said Andy Goeler, CEO, Craft, Anheuser-Busch. “The team has spent their careers brewing distinctive beers in the thriving West Coast beer community and building unique venues that celebrate beer. As the fastest growing brewer in Washington, their recipe is working. Elysian’s brands are an important addition to our high-end beer portfolio, and we look forward to working together.”

In addition to the Seattle Airport Way brewery, the acquisition includes the company’s four Seattle brewpubs, Elysian Capitol Hill, Elysian Tangletown, Elysian Fields and Elysian BAR.

Anheuser-Busch’s purchase of Elysian is expected to close by the end of the first quarter of 2015. Terms of the agreement were not disclosed.

Not sure what to make of the news yet, all I know is what’s in the press release. So far, there’s been no statement from anyone at Elysian, though I suspect we’ll learn more throughout the day.

Elysian

Filed Under: Breweries, News, Politics & Law Tagged With: Anheuser-Busch InBev, Announcements, Business, Press Release, Washington

Dust Bowl Brewing To Build New Brewery

November 7, 2014 By Jay Brooks

dust-bowl
Today Dust Bowl Brewing of Turlock announced plans to build a new $10 million, 30,000 sq. ft. brewery in their hometown. The new facility is expected to be completed in November 2015, and will be located west of Highway 99, on the corner of Fulkerth Road and Dianne Drive, across from the Turlock Auto Plaza. According to the press release, “the new facility will have initial capacity of 17,000 barrels per year. Dust Bowl Brewing Co. projects sales of 10,000 barrels in the first 12 months, more than doubling current annual sales. The master plan allows room for expansion up to 100,000 barrels per year.”

“We bought the open land in 2013 and have been in the planning stages ever since,” shares Brett Tate, founder of Dust Bowl Brewing Company. “We’ve outgrown our current facility and are poised for expanded production and distribution. The craft industry is on the rise and we’re excited to be part of the upward movement.”

L to R-Brett Honore, owner, Don Oliver, brewmaster, Brett Tate, owner
Founders Brett Honore and Brett Tate, with brewmaster Don Oliver in the middle.

“We bought the open land in 2013 and have been in the planning stages ever since,” shares Brett Tate, founder of Dust Bowl Brewing Company. “We’ve outgrown our current facility and are poised for expanded production and distribution. The craft industry is on the rise and we’re excited to be part of the upward movement.”

The new brewery brings significant growth to the young company. Brewmaster Don Oliver notes, “The nearly fully automated brewhouse will allow us to brew 64 barrel brews on our smaller beers in the 5% ABV range and 50 barrel batches on our bigger beers.” CFT Packaging, based in Parma, Italy, will be providing the majority of the brewery equipment, including the malt silos and handling, brewhouse, fermentation, brite tanks and a 125 bottle-per-minute bottling line. “The level of automation will allow us to improve our consistency on all products,” Oliver continues. “The new facility will also have a Quality Assurance lab, which will allow us greater control of the quality of the increased volume of beer.”

The initial product mix will focus on producing more of the company’s established styles. “Our flagship “Hops of Wrath” IPA will drive sales into new markets, so it’s essential to increase production. This particular beer showcases the Dust Bowl Brewing Co. branding and experience…a great IPA inspired by the Dust Bowl era,” comments Tate. “Differentiating and building a craft brand goes beyond quality; you have to provide an overall lasting experience with the consumer.” The company will expand its overall portfolio to include several year-round styles in bottles as well as increase its seasonal and specialty offerings. “The expanded capacity gives us room to be creative, and keep our Tap Room and other draft accounts well stocked with a nice variety of beers,” adds Tate.

The new facility is located off of Highway 99, where over 100,000 cars travel daily. The close proximity will offer easy freight access, provide excellent brand exposure as well as attract visitors. Owner Brett Honoré sheds some light on the brewery’s future plans. “We envision the new facility to evolve into a local destination and full-service venue. It’s going to be a very cool place for day-trippers and locals alike. Plans include a tasting room with a clear view of the brewing operation and packaging, outdoor patio and lounge seating, tours, and retail space to sell our beers and logo items. We eventually want to create an outdoor venue for special events.

DBB Elevations
An architect’s drawing of the what the new brewery will look like.

Filed Under: Breweries, News Tagged With: California, Northern California, Press Release

Ballantine IPA To Return

August 14, 2014 By Jay Brooks

ballantine-ipa
This is exciting news. Pabst is bringing back the iconic Ballantine IPA, one of the few ales made by a bigger brewery, and one of the only examples of an India Pale Ale before the 1980s. There were, I believe, maybe a dozen or so American IPAs after prohibition, though by the 1960s Ballantine was the last man standing. I’m not sure when they stopped making it initially, sometime during the 1970s I believe, although they did bring it back briefly in 1995, only to discontinue it again. But beginning next month, it will be back again, brewed at Cold Springs Brewing in Minnesota. That’s actually good news, I think, because they’ve been brewing the canned 21st Amendment beers, so they’re already familiar with making hoppy beers. Also, the Pabst brewmaster, Gregory Deuhs, used to brew for Redhook at their Woodinville, Washington brewery.

ballantine-ipa

When I first started drinking beer, Ballantine Ale was around, but I never had the IPA, sad to say. I remember talking to Michael Jackson about his memory of how the beer tasted while sharing a cab from an event back to our hotel at GABF one year in the 1990s. He recalled it fondly, though it was probably closer to what today we’d consider an English-style IPA, in his recollection of it, though I believe he thought it was around 45 IBUs. It appears that the new version will be 7.2% a.b.v. and 70 IBUs, which is at the upper end of the BJCP guidelines, making it more like a modern American-style IPA. I may be wrong about this, but I’d be surprised if it was like that in the 1970s, not even Liberty Ale, which was (pun-intended) revolutionary in 1975 when it was released, was that high. Liberty Ale is 5.9% a.b.v. and around 47 IBUs.

Apparently, the new Ballantine version “uses four different malts and eight different hops, as well as hop oil to finish it off. American oak chips are used in the process, harking back to the oak and cypress barrels used for the original beer.” I’m certainly very interested to try it. It seems like a great move, given that IPAs are such a growing category, for Pabst to revive it now when interest in them is at an all-time high.

From the press release:

First brewed in 1878 by P. Ballantine & Sons Brewing Company in Newark, NJ, Ballantine India Pale Ale was the only American-made beer that successfully continued the tradition of the 19th century IPAs once Prohibition ended. This was due in large part to the brewery’s steadfast commitment to ‘Purity, Body, and Flavor” — as exemplified by the three interlocking Borromean rings found on every bottle.

Ballantine’s brewers were meticulous about ensuring that the beer’s gravity, alcohol content, IBUs, and hopping rates remained consistent well into the mid-20th century. Another unique method that characterized Ballantine India Pale Ale was a hopping process in which the distilled oils from a hop-and-water mixture were added to the brew, giving the beer an intense hoppy flavor that was quite distinct from its competition. P. Ballantine & Sons was also rumored to have matured the India Pale Ale in huge wooden vats for up to a year in order to help develop the ale’s original flavor.

In order to replicate the original recipe as closely as possible, Pabst Master Brewer Gregory Deuhs reverse-engineered the beer, ensuring the robust heritage and quality of the 136-year-old brew was properly reflected in the 21st century version.

“I began this project with a simple question: How would Peter Ballantine make his beer today?” said Master Brewer Deuhs, adding, “There wasn’t a ‘secret formula’ in anyone’s basement we could copy, so I conducted extensive research looking for any and all mentions of Ballantine India Pale Ale, from the ale’s processing parameters, aroma and color, alcohol and bitterness specifications. Many brewers and craft beer drinkers would be impressed that the Ballantine India Pale Ale of the 1950s and ‘60s would rival any craft IPA brewed today.”

Over the course of two years and over two dozen iterations of five-gallon batches handmade at his home near Milwaukee, WI, Deuhs finally struck gold.

“Unlike recreating a lost brew from long ago, I had the advantage of actually being able to speak with people who drank Ballantine back in the day,” continued Deuhs. “Their feedback was crucial to ensuring that the hoppy, complex flavor that was revered for over a hundred years was front and center in my recipe.”

It will be sold in six-pack bottles and limited-edition 750 ml bottles beginning in northeast market, and hopefully released in wider distribution after that.

ballantine-ipa-back

Here’s some more info about the new Ballantine IPA:

  • Dry hopping and the addition of hop oil has long been credited as the key to the beer’s unique profile. In addition, a proprietary brewing method ensures that every drop of Ballantine India Pale Ale comes in contact with American Oak, effectively capturing the robust flavor and heritage of the brand. With the reintroduction, an entirely new generation of craft beer enthusiasts will experience what made America’s Original IPA so exceptional.
  • In the 1950s, Ballantine was the third largest brewery in the country, going on to become the primary broadcast sponsor for the New York Yankees. Despite stiff competition, the IPA continued to flourish as its dry hopping process gave the beer an intense, distinct hop presence, unlike anything else available in the United States at that time.
  • In the 1970s, taste preferences changed and American lagers edged out the IPA, a trend that was abruptly reversed with the craft beer movement of the past few years. This increased interest in craft beer gave Pabst the perfect opportunity to bring back America’s Original IPA.

Filed Under: Beers, News Tagged With: Announcements, History, new release, Pabst, Press Release

Anchor Releases Zymaster #6: Saaremaa Island Ale

August 11, 2014 By Jay Brooks

anchor-new
Anchor Brewing has released the sixth beer in their Zymaster® series, Saaremaa Island Ale.

Zymaster-6-label-600px

Anchor’s newest beer was apparently inspired by a trip taken recently by their longtime brewmaster, Mark Carpenter. He and his family vacationed on Saaremaa Island, a part of Estonia, and located in the Baltic Sea. According to Anchor’s press release, this “ancient island has been inhabited more than 8,000 years, and has been occupied by Germany, Denmark, Sweden, czarist Russia, and the Soviet Union. Its culture is a rich and fascinating melting pot. Yet few outside of Estonia have ever experienced its uniquely native beers. Mark enjoyed them so much that he not only brought back his memories of Saaremaa but some brewer’s yeast, as well. Inspired by Mark’s Estonian beer journey, Anchor’s Zymaster No. 6 takes you on a journey to Saaremaa by way of San Francisco.”

Beer is a journey. Wine is defined by time – on the vine and in the bottle – and place, known as terroir. But beer, thanks to the miracles of modern science, can now be made virtually anywhere in any style, transporting the beer-lover to whatever time, place, and flavors he or she desires.

“My wife and I were traveling through the Saaremaa Island countryside and we stopped at a bar,” said the Anchor Brewmaster. “I asked for a local draught beer and the unfiltered brew I was served was completely unique. It was the native yeast that intrigued me and ultimately become the inspiration for Zymaster No. 6. After returning to San Francisco, the Estonian yeast was isolated and cultured becoming the cornerstone of our pale ale which is complimented by the medium bitterness from Northern Brewer, a favorite hop here at Anchor. The result is a one-of-a-kind brew that transports me back to that countryside bar. We hope you’ll enjoy this beer journey, as well.”

Zymaster No. 6 (6% ABV) is a medium-bitter pale ale with Old World hop flavor and aroma. Made with pale barley malt, it has a light body and clean finish. But what makes Saaremaa Island Ale exceptional is the native yeast that Brewmaster Mark Carpenter clandestinely brought back from his Estonian beer journey. It took months for Anchor to isolate and culture this special strain, so essential to the unique character of Saaremaa Island’s indigenous beers. Anchor’s trial brews confirmed that this yeast, reminiscent of some Belgian varieties, contributes a richly complex piquancy to this deliciously distinctive ale with overtones of freshly ground clove and allspice.

anchor-zymaster-6

Anchor Zymaster No. 6: Saaremaa Island Ale will be available in limited release in 22 oz. bottles and on draught in select restaurants, bars, and at the Anchor Brewing Taproom in San Francisco.

Filed Under: Beers, Breweries, News Tagged With: Anchor Brewery, California, new release, Press Release, San Francisco

Craft Beer Continues To Grow

July 28, 2014 By Jay Brooks

ba
Craft brewers enjoyed continued growth through the first half of 2014, according to new mid-year data recently released by the Brewers Association, the trade group representing smaller brewers. Craft beer production increased 18 percent by volume during the first half of the year (though the new numbers are based on the revised definition of who is a craft brewer as per the BA, while last year’s numbers were compiled under the old definition). From the press release:

From January through the end of June, around 10.6 million barrels of beer were sold, up from 9.0 million barrels over the first half of 2013. “The sustained double-digit growth of the craft category shows the solidity of demand for fuller flavored beer in a variety of styles from small and independent American producers,” said Bart Watson, chief economist for the BA. “Craft brewers are providing world-class, innovative products that continue to excite beer lovers and energize the industry.”

Print

As of June 30, 2014, 3,040 breweries were operating in the U.S., 99 percent of which were small and independent craft breweries. Additionally, there were 1,929 breweries in planning. Craft brewers currently employ an estimated 110,273 full-time and part-time workers, many of which are manufacturing jobs, contributing significantly to the U.S. economy.

Print

Filed Under: Beers, Breweries, News Tagged With: Brewers Association, Business, Press Release, Statistics

Anchor Cans California Lager

May 14, 2014 By Jay Brooks

anchor-new
Anchor Brewing announced yesterday that they’ll be releasing their popular California Lager in cans as a part of ” two unique partnerships,” in which “a portion of proceeds from Anchor California Lager sales will support the National Parks Conservation Association and the California State Parks Foundation.” Putting the beer in cans, they believe, will “offer greater convenience and versatility for outdoor activities.”

From the press release:

“Parks are one of our most precious resources that everyone from coast-to-coast can enjoy,” said Keith Greggor, CEO of Anchor Brewing Company. “Anchor California Lager already has tremendous success supporting parks in our home state and we look forward to supporting the National Parks Conversation Association’s work protecting our national parks.”

Anchor-Cal-Lager-Can

Anchor’s history, California’s first genuine lager, and our country’s state parks were born in the second half of the 19th Century. Today, California is home to 280 state parks and 26 of America’s 401 national parks. To celebrate that unique heritage, Anchor Brewing Company has partnered with the National Parks Conservation Association and the California State Parks Foundation to support their efforts to conserve and enrich the natural beauty and history of parks nationwide.

And here’s the background info on the beer:

Anchor Brewing Company’s roots go back to the Gold Rush, long before icehouses and modern refrigeration made traditional lagers a viable option. In 1876—thanks to an ice pond in the mountains and a belief that anything is possible in the Golden State—a little brewery named Boca created California’s first genuine lager. Anchor California Lager is a re-creation of this historic beer.

Crisp, clean, and refreshing, its rich golden color, distinctive aroma, lingering creamy head, balanced depth of flavor, and incredibly smooth finish are like no other lager today. Made in San Francisco with two-row California barley, Cluster hops (the premier hop in 19th-century California), and Anchor’s own lager yeast, Anchor California Lager is kräusened and lagered in the cellars of the brewery. This all-malt brew is a delicious celebration of California’s unique brewing heritage.

That should be a fun beer to take on a hike or camping, not to mention the beer helps what I consider to be a very worthy cause, our state and national parks.

anchor-can-case

Filed Under: Beers, Breweries, News Tagged With: Anchor Brewery, Announcements, Cans, Press Release

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

Contains No Bourbon

January 30, 2014 By Jay Brooks

HorizontalLogoWithSpade_TexBG
After much speculation, I got a press release this morning from MillerCoors clarifying what we all thought to be the case regarding their newest creation, Miller Fortune. Here’s what they had to say:

Earlier this week, Bloomberg News Service wrote a story (“MillerCoors Seeks Spirits Fans With Bourbon-Like Lager”) about a new beer from MillerCoors called Miller Fortune, that we are launching the week of February 10.

Since that story ran, there have been several follow-up stories that inaccurately portray Miller Fortune as being a bourbon-flavored beer. That is simply not true and we’d like to set the record straight for anyone interested in writing a story in the future.

WHAT IS MILLER FORTUNE?
Miller Fortune is an exciting new beer with a 6.9% ABV. It features a rich golden color, brewed with caramel malt and cascade hops to achieve layers of flavor and a distinctly smooth finish. Our beer was brewed to deliver the complexity and depth that appeals to spirit drinkers. Spirit inspired…yes. Spirit infused…no. As many of you know, the beer industry as a whole has lost seven share points to spirits (five) and wine (two) in the last 10 years. Miller Fortune was created to fight against these losses and take back legal-drinking age spirits drinkers/occasions. So, you can say it has been inspired by the success of spirits competition and it is a darker beer that may look more bourbon-like in a glass.

WHAT MILLER FORTUNE IS NOT?
Miller Fortune is not bourbon-like or a bourbon-flavored beer.

I almost feel sorry for MillerCoors. That they would have to send out this release says a lot about the state of mainstream journalism, because that’s who got the story so wrong. What I think this reveals is that the mainstream and business press is not capable of covering the beer industry any longer. For so many years, they talked about numbers, about market share, about marketing; almost everything to do with the business, except for the beer itself, its flavor. But now that beer with flavor is kind of a big deal, they no longer know what to do. The business press booted it all over the place on this one, though Time magazine’s assigning it to a health reporter was even worse.

If I may be so bold as to suggest, the mainstream press needs to hire people who know something about beer to cover it effectively and accurately. Not business writers, not wine writers, not health writers: beer writers. I know of at least 130 members of the North American Guild of Beer Writers who would be pleased to accept a paid assignment from Bloomberg, Business Insider, Time or any number of news outlets who for years have been, for the most part, not covering beer very well, assigning beer stories to reporters who did not, and apparently still do not, really understand it. With over 2,700 American breweries, and even more internationally, there’s plenty to keep us busy. Just call one of us next time. We know the difference between a bourbon beer and one inspired by it.

HorizontalLogoWithSpade_TexBG

Filed Under: Beers, Breweries, Editorial, Just For Fun, News Tagged With: Mainstream Coverage, Miller Brewing, MillerCoors, Press Release

Miller Fortune: Bourbon & Cascades

January 28, 2014 By Jay Brooks

miller
Okay, this is my third post today about Miller Fortune, the new “bourbon-like lager” from MillerCoors meant to address their loss of market share to distilled spirits. I’ll reserve judgment on the beer itself until my sample arrives and also until after it’s had a chance in the marketplace. Besides, it’s already been well-covered by Beverage Daily, Bloomberg, Business Insider and Time Magazine.

miller-fortune

But there’s certainly some oddities in the way they’re presenting it, whether by the mainstream press or by MillerCoors. As usual, it seems like they’re focusing a lot on the packaging — ooh, it’s black — and other marketing and not as much on the beer itself. One account describes the packaging as “jet-black, angular bottles meant to ‘evoke a guy in a tapered, athletic-cut suit.'” Uh-huh, that’s just what I was thinking of when I looked at it. The beer is 6.9% a.b.v., closer to an IPA than the usual light lager, though humorously Business Insider claims Coors Light is 5.9% instead of its actual 4.2%.

Then there’s trying to get bars and restaurants to serve it in a whiskey glass. Apparently, “[t]he rocks glass is intended to set Miller Fortune apart the same way the orange slice has made Blue Moon one of the company’s fastest-growing brews and its answer to the craft-beer juggernaut.” The idea is, of course, to make it seem more spirits-like, but it just seems gimmicky to me. It’s one thing to design a special glass to enhance the flavors but quite another to just pick a glass meant for something else in the hopes that people will make the association between the two.

miller-fortune-label

I don’t quite get the bourbon association, either. It wasn’t aged in a bourbon barrel, like many beers being brewed these days by smaller breweries, yet it’s referred to as a “bourbon-like lager.” The Bloomberg article says it has a “complex flavor hinting at bourbon” while Business Insider calls it a “bourbon-flavored beer.” The beer labels says it’s a “Spirited Golden Lager” while RateBeer categorizes it as an Amber/Vienna Lager while Beer Advocate has it listed as an American Amber/Red Lager. But apart from MillerCoors trying to draw an association to bourbon and spirits drinkers, and claiming bourbon makers as their inspiration, I don’t know where any bourbon flavors would be coming from.

Bloomberg brings up that they used some Cascade hops, saying it’s “a golden lager brewed in part with Cascade hops to give it a citrusy bite and caramel malt to impart an amber hue” and that “the flavor is moderately bitter with hints of sweetness, resting somewhere between a craft beer and a light lager.” So nothing about bourbon or being bourbon-flavored or bourbon-like, as far as I can tell. And the few people who’ve reviewed it on Beer Advocate and RateBeer likewise make no mention of any bourbon character. But perhaps the most hilarious statement was made by Time magazine, who states that “Miller Fortune is brewed with Cascade hops to give it its bourbon-like flavor.” That must be why Anchor Liberty and Sierra Nevada Pale Ale have all that spirited bourbon character. I can’t wait to see how this one plays out.

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Filed Under: Beers, Editorial, News Tagged With: Mainstream Coverage, Miller Brewing, MillerCoors, Press Release

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