Heineken beer

The Friday Mash (Road Atlas Edition)

Ninety years ago today, the first numbering system for U.S. highways was approved. The 21 numbered highways in the initial group included U.S. 60, which ran from Chicago to Los Angeles; it was later renumbered and became the famous “Mother Road”, U.S. Route 66.

And now…The Mash!

We begin at the Samuel Adams brewery in Boston, where hundreds of fans lined up to buy bottles of limited-edition “Big Hapi” beer, brewed to honor now-retired Red Sox slugger David “Big Papi” Ortiz.

Beer aficionados reacted furiously to TV food and travel personality Anthony Bourdain’s comments likening the clientele at a San Francisco beer bar to the “(expletive deleted) Invasion of the Body Snatchers”.

A court in Stuttgart, Germany, ruled that breweries can’t use the word “bekömmlich”—“wholesome” in English—in their advertising because European Union regulations prohibit health claims in alcohol ads.

Dogfish Head Craft Brewery will start canning its beers later this month. Brewery CEO Sam Calagione is now convinced that canning technology can deliver a consistent, high-quality product.

The YouTube channel Celebrities in Golf Carts is trying to bridge the generation gap between Baby Boomers and Millennials with a new sport called Beer Pong Golf.

Dissatisfied with local distributors, Massachusetts’ Night Shift Brewing created its own distributorship. It’s offering breweries friendlier contracts, more personal attention, and deliveries of fresher beer.

Finally, in 1987, a Heineken retailer spread the untrue rumor that Mexican brewery workers urinated in containers of Corona Extra beer. That resulted in a lawsuit, and a public statement denying the rumor. Ten years later, Corona surpassed Heineken as America’s number-one imported beer.

Beer…By the Numbers

  • Increase in imported beer sales, by volume, in the U.S. in 2015: 9.9 percent. Mexican brands were largely responsible for the increase.
  • Increase in Mexican-brewed beer sales, by volume, in the U.S. in 2015: 14.2 percent.
  • Years since the founding of the Campaign for Real Ale: 45.
  • CAMRA membership in May 2016: 179,118.
  • World-wide compound average growth rate for the beer industry between 2008 and 2014: 1.8 percent.
  • Compound average growth rate for Africa’s beer industry between 2008 and 2014: 6.4 percent.
  • Compound average growth rate for Asia’s beer industry between 2008 and 2014: 4 percent.
  • U.S. Brewery openings in 2015: 620.
  • U.S. Brewery closings in 2015: 68.
  • Washington State’s current brewery count: 307.
  • Microbreweries’ share of Washington State’s brewery count: 71.7 percent (220 in all).
  • Industry-wide average price of a case of beer $22.50.
  • Average price of a case of Heineken beer $28.50.
  • Length of Heineken’s contract with Formula 1 racing: 5 years.
  • Estimated amount Heineken will pay F1: £100 million ($145 million
  • Bond. James Bond.

    In case you haven’t seen it, here’s the Heineken commercial starring Daniel Craig, who plays 007 in Skyfall:

    The Friday Mash (Scotland the Brave Edition)

    Today is Tartan Day, which marks the date on which the Declaration of Arbroath, confirming Scotland’s independence, was signed in 1320. Tartan Day celebrations include Scottish-themed events such as pipe band parades, Highland dancing, and perhaps a wee dram of Scottish ale.

    And now….The Mash!

    We begin in Bend, Oregon, which has 81,000 people, nine breweries, and the Brew Cycle which takes folks to the town’s “hop spots.” Or, if you prefer, you can take a walking tour.

    The Toronto Globe and Mail’s Crystal Luxmore has noticed a trend: couples are making craft beer part of their nuptials. The brew is not only a break from hifalutin traditions, but it pairs with a wider range of dishes.

    Beer geekery meets science geekery on the Periodic Table of Beer Styles. Where on the table is your favorite style?

    Texas A&M University’s long list of traditions includes “ring dunking.” The official way to christen an A&M senior ring is to dunk it in a 60 ounce mug of beer, then chug all of its contents. Except the ring, of course.

    James Bond, who added “shaken, not stirred” to the Movie Quotes Hall of Fame, is switching to Heineken beer. Daniel Craig, who plays 007 in the latest film in the series, will star in a Heineken ad to appear this fall.

    Has Italy made it into craft brewing’s big leagues? Alla Spina, a new restaurant in Philadelphia, thinks so, adding hard-to-find Italian craft beers to its rustic Italian-style bar menu.

    Finally, Japan’s Kirin Brewery has invented Ichiban Shibori Frozen Draft. It’s frozen beer foam (23 degrees Fahrenheit) which acts as a lid for your beer and will keep it cold for half an hour.

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