We aren’t beginning the Mash with a historical reference because we’re too busy celebrating a milestone. Today’s Mash is the 1,500th post on “Ludwig Roars.” Now excuse us while we refill our pint glasses.
And now….The Mash!
We begin in the West Bank, where the Taybeh Brewery hosted its 11th annual Oktoberfest. The brewery poured a non-alcoholic beer for festival-goers from neighboring Muslim towns.
Anheuser-Busch InBev’s planned takeover of SAB Miller has advertising agencies worried. Less competition could mean less advertising. That, in turn, could affect the sports industry’s bottom lilne.
A 3,800-year-old poem honoring Ninkasi is also a recipe for Sumerian beer. Brewers have replicated the beer, which tastes like dry apple cider and has a modest 3.5 percent ABV.
Organizers of the Skanderborg Music Festival in Denmark have found an alternative to sleeping in hot tents: giant beer cans that offer a bed with pillows, shelving, a fan, and other amenities.
Jake Anderson, a goalie for the University of Virginia hockey team, was given five-minute major penalty and ejected from the game after chugging a can of Keystone Lite during the second intermission.
Québécois travel writer Caitlin Stall-Paquet takes us a beer-focused road trip through Gaspésie and the Bas-Saint-Laurent. The attractions also include museums, cathedrals, and rock formations.
Finally, Portland beer writer Jeff Alworth, who spent two years traveling and tasting beers, has written The Beer Bible. The 656-page book is accessible, but at the same time, an in-depth exploration of the heritage behind the beers we drink today.
From the earliest days of craft brewing, breweries have loved to incorporate puns into the names of their beers. Some of the names are clever; some are groan-inducing; and some give offense, especially to women.
Will Gordon, writing in Slate magazine, finds much craft beer marketing to be “astonishingly sexist.” Even though only the top-tier craft brewers can afford a traditional mass-media marketing campaign, many smaller brewers resort to the equivalent of filling the screen with images of attractive young women in bikinis. Which brings us back to beer names.
Choosing a product name is the first marketing decision a business has to make. In Gordon’s opinion, this is where too many craft brewers “embarrass themselves and alienate potential customers.” He’s especially critical of Flying Dog Ales, whose product line includes beers called “Raging Bitch” and “Pearl Necklace,” the latter being slang for a sexual act. Also on his dishonor roll: SweetWater Brewing Company, which earlier this year sent samples of “Happy Ending” ale—complete with mini bottles of skin cream.
Ninety years ago today, the “Monkey Trial” trial of science teacher John Scopes began. The trial, famously depicted in Inherit the Wind, made Dayton, Tennessee, the focus of world-wide attention. Beer was not served outside the courthouse because Prohibition was in effect.
And now….The Mash!
We begin in San Diego, where Comic-Con is underway. If you’re taking part, Andre Dyer of City Beat magazine has some suggestions as to where you can taste the local craft beer.
Those hard-to-find beers are becoming more available–if you have money. Even though shipping alcoholic beverages is against the law, the chances of getting busted for it are negligible.
Hailstorm Brewing Company has released Captain Serious #19 Pale Ale in honor of Chicago Blackhawks captain Jonathan Toews. Chicago has won three of the last six Stanley Cups.
Heineken NV and Carlsberg A/S are building breweries in Myanmar. Eighty percent of Myanmar’s adults drink beer, and the country’s largest brewery is owned by current and former military personnel.
Beer shortages loom in Venezuela. Strikes at the Polar brewing company, which controls 80 percent of the market, have shut down half the brewery’s plants and forced others to run at reduced capacity.
Naragansett beer, once a New England favorite, has once again become popular—and not just in New England. What makes its revival even more amazing is that the brewery accomplished it on a shoestring media budget of $100,000.
Finally, a Danish music festival will collect attendees’ urine, which will be used to fertilize barley plants that will be used in a beer to be served at the 2017 festival. Organizers call this—admit it, you saw this coming—“Piss to Pilsner.”
Two hundred and twenty-five years ago today, Rhode Island became the 13th and last of the original colonies to ratify the U.S. Constitution. Even though the state ranks last in area, it has the longest name of any U.S. state: “State of Rhode Island and Providence Plantations.”
And now…The Mash!
We begin in Hamburg, Germany, where the Astra brewery has installed a billboard that uses facial detection to detect one’s gender If a woman passes by, it plays her an Astra commercial.
Last November, Whole Foods Market added a Criveller brewing system to its store in Houston. A month later, it started brewing beer at its store in Emeryville, California.
Dock Beer, a golden saison by Dock Street Brewing, will be aged with an extra ingredient: nonstop music by Wu-Tang Clan, whose bass notes will move the yeast around.
A 2012 law raising the ABV cap on beer has kick-started craft brewing in Mississippi. Hank Sforzini of Paste magazine names five of his favorites.
A man who has been paralyzed for 13 years can once again enjoy a beer, thanks to a mind-controlled robot arm developed by Caltech and its partners.
Finally, Dick and Nancy Ponzi needed another business to generate income for their planned pinot noir winery. That business was the 31-year-old BridgePort Brewing Company, Oregon’s oldest craft brewery.
Thirty-five years ago today, Namco released the classic arcade game Pac-Man, which became a staple of 1980s popular culture. Over the years, Pac-Man machines have gobbled up some 10 billion quarters, making it one of the highest-grossing video games of all time.
And now…The Mash!
We begin in the Atacama Desert in Chile, where the Atrapaneblina brewery relies on water collected from fog nets to make its Scottish ale. The brewery’s name is Spanish for “fog-catcher.”
Better late than never for this article. John Hendrickson of Esquire magazine had an interesting interview with Blue Moon brewmaster John Legnard at this years South by Southwest.
With summer just around the corner, Meghan Storey of CraftBeer.com has assembled a slideshow of the best seasonal beers in your part of the country.
Yet another reason to consider San Diego for a beer vacation: craft breweries are opening south of the border in Tijuana.
Kalamazoo has so many breweries that the city and a tour company have teamed up to offer downtown craft beer walking tours.
Mary Elizabeth Williams of Salon.com says that beer ads are becoming less sexist. SABMiller and Heineken want to broaden their appeal beyond young men getting sloshed on Saturday night.
Finally, the shape of your glass can influence whether you wind up having too many. Straight glasses and those with the amounts marked are less conducive to over-indulging than curved and unmarked glasses.
Seventy-five years ago today, Richard and Maurice McDonald opened a fast-food restaurant in San Bernardino, California. Businessman Ray Kroc bought out the brothers’ equity, and turned it into a world-wide franchise operation.
And now…The Mash!
We begin in Greater Detroit, where Griffin Claw Brewing Company has brewed an amber ale for the Detroit Zoo. It hopes to distribute the ale statewide, with part of proceeds going back to the zoo.
Can Belgian beer help you lose weight? Professor Tim Spector of King’s College London contends that it contains bacteria that keeps people slim. Junk food, on the other hand, kills these bacteria.
Many craft beer lovers hold Blue Moon in low regard. However, investment firm executive Charles Sizemore believes the beer is a winner for MillerCoors: it appeals to high-income casual drinkers who want a beer or two after work.
Munich’s Hofbrauhaus is franchising another American location. The latest is a historic dining hall in downtown St. Petersburg, Florida, which will be given the HB look and feel.
In her ad for [redacted] Beer, comedian Amy Schumer unleashed a snark attack on beer commercials. Fair warning: the video in this link is not safe for work.
The next-to-last episode of Mad Men showed Don Draper in an Oklahoma watering hole, listening to veterans telling war stories while drinking Lone Star beer and other adult beverages.
Finally, YouTuber Dave Hax shows you how to turn a box of tall-boy beer bottles into a picnic cooler. Cut open the top of the box to make a lid, pull all of the beer out, line it with a plastic bag, and put the beer back in. Add plenty of ice…and voila!
No, this isn’t an episode of Bizarre Foods. The Diet of Worms was an assembly that, on this day in 1521, put Martin Luther on trial for heresy. After the trial, a supporter offered Luther a silver tankard of Eimbeck beer, which he gratefully drank.
And now….The Mash!
We begin in Durham, North Carolina, whose minor-league stadium, the Durham Bulls Athletic Park, will soon have a brewery. Fans will be able to buy beer and watch the brewing process.
Delaware’s liquor store owners are worried about losing business if Pennsylvania loosens its restrictions on beer sales. As it is, the Keystone State offers a wider selection of beer.
Carlsberg Breweries, which is known for offbeat advertising campaigns, put up a giant beer-dispensing billboard in London’s Brick Lane. Stay tuned: the brewery is planning more promotions.
Despite heavy taxation and domination of the market by the Singha-Chang duopoly, craft beer is making inroads in Thailand. However, home brewing is still against the law.
Sexist marketing isn’t just an American phenomenon. A Japanese brewery has it marketing a beer called Precious to women. It contains two grams of collagen, a protein that makes skin look younger.
If your beer is boring, a company called Hop Theory is here to help with flavor-enhancing teabags. Their first product, Relativity, contains orange peel, coriander, and Cascade hops.
Finally, Tricia Gilbride of Mashable.com picks the best beers to drink in the shower. She prefers IPAs because “it makes sense to select a hoppy beer when you hop in the shower.”
Earlier this month, Anheuser-Busch InBev launched a new digital campaign called “Let’s Grab a Beer.” The campaign is unusual in that it carries almost no branding. According to E.J. Schultz, a correspondent for Advertising Age magazine, it’s aimed at persuading drinkers to choose beer over spirits, which have been aggressively promoted in recent years. If overall beer consumption rises, A-B InBev—which ranks first in U.S. market share—stands to gain the most.
However, some industry observers are worried that A-B InBev’s campaign will contribute to the “wineification” of beer: placing emphasis on beer styles rather than brands. Schultz explains: “For instance, if more people walk into bars and ask for a ‘wheat beer,’ rather than a Shock Top or Blue Moon, brands become less valuable. And good branding equals profits.”
Ninety years ago today, F. Scott Fitzgerald’s magnum opus, The Great Gatsby, was first published by Charles Scribner’s Sons. The novel about the young and mysterious millionaire, Jay Gatsby, painted a picture of America’s “Jazz Age,” a phrase that Fitzgerald also made popular.
And now….The Mash!
We begin in Minneapolis, where Finnegans beer is celebrating 15 years of feeding the hungry. Profits from the sale of Finnegans—half a million dollars since 2000—have been used to buy fresh produce for those in need.
Four of the world’s biggest breweries announced they will disclose calorie counts of the beers they sell in Europe. Americans might soon see calories and other nutritional data on the beer they buy.
Baseball season began this week, and the New York Times’s Eric Asimov and friends marked the occasion by choosing their top ten American lagers from a field of 20.
Friday happy hour will be part of Anheuser-Busch’s interviewing process for its new marketing office in Manhattan. It’s part of an effort to find out how well candidates handle social situations.
Maine governor Paul LePage vetoed a bill that would require a pint of beer to contain 16 ounces. The governor says Maine’s deceptive-practices laws already protect customers from short pints.
Mark Hunter, the new CEO of MolsonCoors, told Wall Street analysts that his company will focus more on craft beer, and that it has a desire to acquire craft breweries.
Finally, Kit Lab hopes to provide homebrewers what Hello Fresh provides home cooks: exact portions of ingredients. The recipes for each kit are supplied by homebrewers, who’ll get a cut of the profits.
Sixty years ago today, the American Civil Liberties Union announced that it would defend Allen Ginsberg’s famous poem, Howl, against obscenity charges. Two years later, a California Superior Court judge ruled that the poem was of “redeeming social importance” and thus not obscene.
And now.…The Mash!
We begin in Rhode Island, where Intuit, the tax software company, teamed up with a local brewery to brew a beer for accountants only. It’s called CPA IPA, and it’s just in time for tax season.
Thomas Hardy’s Ale, lovingly described by the author in The Trumpet Major, is set to return after a 16-year absence. Interbrew, an Italian company, is looking for a suitable contract brewer, and has sent a preview edition to beer writers.
It’s been called “the women’s libation movement.” Women around the world are challenging beer-related stereotypes, especially sexist brand names and ads that feature young, half-naked women.
British researchers have found that while most people’s alcohol consumption peaks during young adulthood, frequent drinking becomes more common in middle and old age, especially among men.
Five thousand years ago, Tel Aviv was a party town for expats. At a downtown construction site, archaeologists found fragments of large ceramic basins used by Egyptians to brew beer.
Griffin Claw Brewing Company will release a batch of Beechwood Aged Pumpkin Peach Ale. It’s a pointed retort to Budweiser’s “Brewed the Hard Way” Super Bowl ad poking fun at craft beer.
Finally, The “Bottle Boys,” who play music with beer bottles, have joined forces with the Budapest Art Orchestra to play a medley of epic movie themes including those from Harry Potter, Star Wars, and Game of Thrones.