Breweries

Less Filling, Tastes Great

Can you believe that Miller Lite turns 40 next year? The beer’s big birthday prompted author Tom Acitelli to tell the story of its origin. One stop on the journey was Munich, where George Weissman, the chairman of Philip Morris–which had recently bought the Miller Brewing Company—asked his waiter to recommend a non-filling beer. The waiter suggested a Diat pilsner.

If you know about German beer, Diat isn’t a low-calorie beer, it’s a low-sugar lager brewed for people with diabetes. Weissman liked the beer, and so did his dinner guest, Miller Brewing’s new president, John Murphy. They decided that America was ready for a light beer.

As it turned out, Miller’s assets included the recipe for a light beer, which originated at the Rheingold Brewery in New York. It was marketed as Gablinger’s Diet Beer, which flopped badly. Meister Brau, which acquired the recipe from Rheingold, marketed it as Meister Brau Lite. That, too, was a failure.

Murphy got the message: “diet beer” doesn’t sell. Instead, he advertised it as “Everything You Wanted in a Beer. And Less.” And, of course, “Great Taste. Less Filling.” He also recruited retired athletes to endorse the beer. Miller Lite became one of the biggest successes in brewing history, and every major brewery responded by rolling out its own light beer.

The “light” movement spread far beyond beer. The makers of everything from soft drinks to barbecue sauce offered lower-calorie versions of their products. Some, such as Coca-Cola, even used the word “diet” in the new products’ names.

As for Miller Lite, one of its recent commercials claims that the beer “changed everything” by making beer drinkers more svelte and thus more attractive. Maybe diet beer sells after all, at least if the dreaded D-word doesn’t appear in the ads.

No comments

The Friday Mash (GW Bridge Edition)

On this day in 1931, the George Washington Bridge opened to traffic. This double-decker span over the Hudson River connects Manhattan with Fort Lee, New Jersey–a town now famous thanks to “Bridgegate.”

And now….The Mash!

We begin in Kansas City, where Boulevard Brewing Company will kick off its 25th anniversary celebration with the release of a special ale brewed in collaboration with Odell Brewing Company.

Chef David Chang made enemies thanks to a GQ magazine article declaring his hatred of “fancy beer”. Chang contends that craft beer has too intense a flavor to pair with his food.

Two hundred years ago, in London, eight women and children were killed by a flood of beer caused by an explosion at the Henry Meux & Company brewery. The disaster was ruled an “act of God.”

Why not turn your Halloween jack-o-lantern into a beer keg? All you need is a carving knife, a pumpkin carving kit, a Sharpie, a spigot, and beer—which need not be pumpkin beer.

William Bostwick, the Wall Street Journal’s beer critic, has written a book titled The Brewer’s Tale. In her review, Amy Stewart calls Bostwick “the very best sort of literary drinking buddy.”

In Papua New Guinea, which suffers 1.8 million cases of malaria every year, a brewery packs its beer in a box that contains eucalyptus, a natural mosquito repellent.

Finally, should the Great American Beer Festival give medals for best beer puns? CraftBeer.com’s Atalie Rhodes found these doozies on the list of medal winners. Our favorite is “Dubbel Entendre.”

No comments

Beer in the Carolinas

Daniel Hartis, who lives in Charlotte, is the author of Charlotte Beer: A History of Brewing In The Queen City and the recently-published Beer Lover’s The Carolinas. Last week, he talked beer with fellow blogger Jim Dedman. Hartis credits the grass-roots Pop the Cap movement in North Carolina, which successfully lobbied state lawmakers to lift the 6-percent ABV limit, for the growth of craft beer in that state. Later, South Carolina passed similar legislation, and amended its liquor code to allow breweries to serve pints.

The author admits that his first experience with craft beer didn’t go so well. When he moved to Asheville to go to college, he asked the server at a pizzeria to bring him a pint of the establishment’s most popular beer. It was, of course, an IPA. He said, “I’d like to tell you it opened up a whole new world for me, but I thought it was disgusting and abrasively bitter.”

Hartis also said that breweries and beer bars are opening so fast in the Carolinas that he’s already thinking of a second edition of the book. It might hit the shelves as early as a couple of years from now.

No comments

The Friday Mash (Earthquake Edition)

Today is the 25th anniversary of the Loma Prieta earthquake, which killed more than 60 people in the San Francisco Bay Area. Because it occurred minutes before Game 3 of the World Series, it became the first major earthquake to be broadcast on national television.

And now….The Mash!

We begin in Melbourne Beach, Florida, where a house inspired by beer bottles is on the market for $2.95 million. And it’s built to withstand hurricanes.

Louiville mayor Greg Fischer wants beer to join bourbon as a tourist attraction. He’d also like a bourbon-barrel beer festival and the revival of Kentucky common beer.

Are you a beer aficionado? James Grebey of Buzzfeed.com has compiled a list of 21 warning signs. Warning sign #6: You have a very, very deeply held opinion about pumpkin beer.

Now that legal marijuana is gaining momentum, economists are looking at legalization’s effect on the beer industry. Some think higher spending on pot will mean less spending on beer.

The Pretty Things Beer & Ale Project is blowing the whistle on Boston-area bars that take bribes from breweries. The practice is illegal, but violators are rarely punished.

Jason Momoa, who played Khal Drogo in Game of Thrones, wants to brew beer in Detroit. He bought a 100-year-old former General Motors building, part of which will house his own brewery.

Finally, scientists have discovered that fruit flies love brewer’s yeast. A gene in the yeast releases a fruity smell that attracts the flies which, in turn, spread the yeasts to new habitats.

GABF Medals: Behind the Numbers

Breweries from western states, Colorado in particular, win a disproportionate number of Great American Beer Festival medals. Some observers believe western breweries win more medals because they make better beer. Others believe that their proximity to Denver gives them an advantage: it’s a lot easier to ship beer from Boulder than, say, New Jersey.

Bart Watson, the chief economist for the Brewers Association, offers a different explanation: Western breweries simply enter more beers. Watson calculated the number of expected medals per state, which is determined by both the number of beers entered and the categories in which they competed. (The second factor is important because it’s much harder to win a medal for an IPA than for a less-popular style such as dark lager.) He then compared the number of medals actually won to the expected number.

Watson discovered was that the actual medal count was very close to the expected number. From that, he drew two conclusions. First, no region of the country can claim it makes significantly better beer than others. And second, distance from Denver doesn’t keep states from winning medals; however, it does limit the number of entries. Which gets us back to the argument about proximity to Denver.

It’s Official: Stone Picks Richmond

Yesterday, Stone Brewing Company announced that it has signed a formal letter of intent with the city of Richmond, Virginia. Subject to local approvals, Stone plans to invest $74 million to build a production brewery, packaging hall, restaurant, retail store and its administrative offices. Stone anticipates that the brewery will be operational in late 2015 or early 2016, with Stone Brewing World Bistro & Gardens opening a year or two after that.

Virginia governor Terry McAuliffe said of Stone’s decision, “This competitive, high-profile project really puts Virginia on the map and cements our standing as a serious player in the craft beer industry.”

The Friday Mash (Anchors Aweigh Edition)

On this day in 1845, the Naval School–later renamed the United States Naval Academy—opened in Annapolis, Maryland, with a class of 50 midshipman students and seven professors. Since then, the entire campus has gained recognition as a National Historic Landmark.

And now….The Mash!

We begin in Australia, where a feral hog stole three six-packs of beer, got snorting drunk, and got into an altercation with a cow. The hog was seen the next morning sleeping off a nasty hangover.

It’s October, which means the pumpkin beers are flowing. If you like them, Playboy magazine has done you a favor. After tasting a slew of them, they’ve ranked America’s best pumpkin beers.

At last week’s Great American Beer Festival, the Brewers Association unveiled its beer and food pairing course. The five-unit course is free of charge, and you can download the course materials.

Watch out for yellow jackets. This is the time of the year when they feast on anything sweet—including your half-finished can of beer. Swallow one, and you’ll be in a world of hurt.

Sometimes distribution can the a bane of craft brewers. On its website, Clown Shoes Brewing tells a horror story about its relationship with its distributor in Georgia.

There’s a YouTube video of Alfred the cat, who appears to be polishing off a beer. Experts caution against serving beer to felines—unless, of course, they’re beer-drinking lions.

Finally, even though beer consumption at this year’s Oktoberfest was down 15 percent from last year’s, everyone had a good time in Munich. The Daily Mail has a photo essay of the festivities.

Get Your Beer on Route 66

Paste magazine has posted what it calls “the first installment in a series of beer-soaked road trips.” It runs the length of legendary Route 66, which extends from California to Illinois and crosses eight states.

James Stafford, your designated driver, for this trip, has arranged for a stop in each state to sample the local beer. The first stop is the Bonaventure Brewing Company in downtown Los Angeles. Stafford has to cheat a bit in Kansas, because Route 66 runs through a tiny corner of the state, but the detour is worth it: Free State Brewing Company in Lawrence. The journey, 2,500-miles long, ends in Chicago at the Revolution Brewery Company.

GABF 2014: The Winners’ Circle

The winners of this year’s Great American Beer Festival competition were announced this afternoon. A total of 268 beers from 234 breweries were awarded medals, out of a record field of 5,507 beers entered. Fifty-two breweries taking part in the competition for the first time are coming home with medals.

The most popular category was American-Style India Pale Ale, with 279 entries, followed by Herb and Spice Beer (150) and American-Style Pale Ale (145).

A full list of this year’s winners, in pdf format, is available here.

The Underground Beer Road

Downtown Bruges, in Belgium, is famous for its medieval architecture, and in fact has been designated a UNESCO World Heritage Site. It is also the home of a 450-year-old, family-owned brewery called De Halve Maan.

The brewery wants to stay downtown, but the neighbors are concerned about the damage its beer trucks are doing to the cobblestone streets and other architecture.

Fortunately, there’s a solution: the brewery plans to build a two-mile underground pipeline that will connect it to an industrial park where the beer will be bottled and shipped to drinkers worldwide. Construction is set to begin next year.

Powered by WordPress