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The Friday Mash (World Anesthesia Day Edition)

On this day in 1846, William T.G. Morton first demonstrated ether anesthesia at the Massachusetts General Hospital. Each year the medical community honors this breakthrough with World Anesthesia Day. If ether “isn’t right for you”, we suggest having a beer instead.

And now….The Mash! 

We begin in Iowa City, where the informal University of Iowa “Beer Band” has suspended itself—at least for the time being—after townspeople complained abou X-rated song lyrics.

Beer author John Holl interviewed Dr. Chris White, the founder of yeast provider White Labs. Topics include sour beer, brewer education, and White’s new facility in North Carolina.

Chicago restaurateur Rick Bayless is introducing genuine Mexican-style beers. He’s opened a brewpub, and has also formed a brewing partnership with Constellation Brands .

Years ago, graphic designer Harvey Shepherd fell in love with beer packaging. He’s turned his avocation into the recently-published Oh Beautiful Beer: The Evolution of Craft Beer and Design.

Business consultant Chip Martella has good news and bad news for craft brewers. The dreaded industry shakeup has arrived, but a scrappy craft brewer can still succeed in this environment.

Carla Jean Whitley of AL.com details the revival of brewing in Alabama. Now that lawmakers have eased many Prohibition-era restrictions, the state’s brewery count has risen to 28.

Finally, declining sales of American light beer have forced breweries to rethink their advertising strategies. Their new ads will stress product quality, and will carry more woman-friendly messages.

Beer…By the Numbers

  • American bars’ projected revenues for 2013: $19.8 billion.
  • Their revenue in 2007: $20 billion.
  • Dollar value of U.S. beer sales last year: $62.3 billion.
  • Increase over 2011: 3.5 percent.
  • “Superpremium” beer’s share of the U.S. market this year: 44.9 percent.
  • Craft beer’s share of the U.S. market this year: 6.3 percent.
  • Percent of American craft beer sold in cans: 6-7.
  • Percent of American craft beer sold in bottles: 64.
  • Events at last week’s Denver Beer Fest: around 300.
  • Number of previous Denver Beer Fests: 4.
  • Participating breweries on the Denver Beer Trail: 14.
  • Attendees at the Monsters Beertoberfest in Sanford, Florida: nearly 1,000.
  • Attendees who bought designated driver tickets to Beertoberfest: 12.
  • Breweries’ spending on television ads in 2012: $1 billion.
  • Their spending on television ads in 2009: $950 million.
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