Jim Vorel

The Friday Mash (“Be Prepared” Edition)

On this date in 1907, Sir Robert Baden-Powell set up the Brownsea Island Scout camp on the south coast of England. That nine-day event—we assume that no beer was served to campers—was the foundation of the Scouting movement.

And now…The Mash!

We begin in Scotland, where the Innis & Gunn brewery has released a “Vintage” beer that is meant to be aged. One bottle has been put inside a time capsule, which is not to be opened until 2116.

Old Style beer will return to its La Crosse, Wisconsin, birthplace. The brewery will make an Oktoberfest-style version of the 114-year-old brand for the city’s annual Oktoberfest U.S.A.

After winning his third Tour de France, Britain’s Chris Froome celebrated in style. In the Tour’s final stage, he handed out bottles of beer to his teammates.

According to the libertarian magazine Reason, state beer laws continued “a slow creep in the right direction.” However, many bad laws remain on the books.

The Smithsonian has posted a want ad for a beer historian/scholar. This three-year position, funded by the Brewers Association, will pay $64,650 plus benefits.

Some breweries try too hard to be original, and wind up giving their beers awful names. Thrillist.com calls out some of the worst offenders.

Finally, Jim Vorel of Atlanta magazine criticizes Terrapin Brewing Company for selling a majority interest to MillerCoors—and then keeping mum about the transaction on social media.

Dropping the Penalty Flag on Anheuser-Busch

Anheuser-Busch, whose products have steadily lost market share in recent years, aired a Super Bowl ad titled “Brewed the Hard Way, which made fun of craft beer and the people who enjoy it. The craft beer community wasted no time firing back.

One of the best critiques came from Jim Vorel, Paste magazine’s news editor. He led off by telling his readers that he’d been to the Budweiser Research Pilot Brewery and met the people who work there.

Vorel then opened fire on “Brewed the Hard Way”. A few of his comments:

  • “So, what if right after we say it’s not to be fussed over, we IMMEDIATELY trumpet the fact that it’s beechwood aged, something that roughly 1% of our target demographic understands?”
  • “Please, if at all possible, try not to taste our beer. If you’re able to disable your gag reflex and just pour it straight down your gullet and into your stomach in one fell swoop while bypassing the taste buds altogether, that would be ideal.”
  • “Anheuser is literally mocking the consumers of the COMPANIES THEY NOW OWN. Honestly, how devastating is that for the Elysian brewing team? Your owners think your customers are pretentious hipsters. These are the people who own your business.”

Finally, Vorel notes that the “pumpkin peach beer” A-B made fun of in the ad, and which a company executive called “a fabricated, ludicrous flavor combination,” is being brewed by a company that A-B is in the process of buying. About that he says, “We’re at Irony Defcon 1, people.”

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