Random Friday post that has nothing to do with beer. This is what happens when you are taking a picture that your phone says will take 3 seconds and somebody behind bumps in to you. Cyril Neville on the bongos during “Life is a Carnival: The Last Walz Tour ’24” at Mission Ballroom in Denver.
You should read all of“Beer-Flavored Beer Can’t Save the Category on its Own,” but I am focused on the term beer-flavored beer and Dave Infante’s kicker:
“People like to drink stuff that tastes good, and beer can taste good even if it isn’t marketed as such. Convincing people to want beer-flavored beer is a vocation; brewing them the flavors they want in a beer is a business.”
I confess to typing beer-flavored beer in the past, and perhaps speaking the words out loud. And 13-plus years ago I when I hosted The Session I made the topic “Regular Beer,” a synonym for beer-flavored beer. (Those were the days. Three dozen bloggers chimed in on the topic. Warning: clicking on a link within that post often leads to a broken link.)
I was wrong to use the term. It can be used to exclude, wielded as a weapon by drinkers who imply they know something others do not. “I can appreciate beer-flavored beer, the complex flavors that result from the interaction of malt and yeast in a simple helles. You are not worthy.”
End of message
Greetings from Minneapolis, where the World Brewing Congress will continue through Tuesday. The photo above was taken during a smoky hop preparedness workshop.
Today there will be three presentations related to making sure non-alcoholic beers are safe to drink. This is important and was already on my radar when I read “How Mash Gang is Breaking the Alcohol Free Mould.” That is not to imply that Mash Gang beers are not safe, or that the story should address what the company is doing to assure the beers are free of pathogens. It simply reflects my current fascination with what brewers might do to make non-alcoholic beer better without the many useful functions ethanol performs. One of those is making beer safer to drink.
I’ve written about how adding hop character may make NABs taste better and about putting flavors back into NABs that may be lost in the production process. Both stories are behind the same paywall, but the list of benefits alcohol provides appears before you hit the wall, so to speak, in the second.
Making flavorful beer without the help of alcohol, and often without got-to-love-them compounds that result from the fermentation process, is hard. Shouldn’t the challenge appeal to a crafter of crafts?
Granted it is better to start the Mash Gang story at the beginning, but it really kicked in here:
There were many words spilled over beer last week, including some from Jeff Alworth related to one of my favorite topics: authenticity. He even headlines a phrase, “authenticity trap,” that I almost always have to explain during conversations with brewers.
In his post he leans to a passage in which “Holt demonstrates how iconic brands exude authenticity by encompassing political and cultural authority as resources for self-expression.” I’m pretty sure that is Douglas Holt, a marketing consultant who along with his partner Douglas Cameron, was responsible for the tagline “Follow your folly, ours is beer,” that New Belgium Brewing used for more than a decade.
In 2003, Holt and Cameron created a commercial that features a character they called The Tinkerer, who finds an old bicycle at a garage sale, carefully restores it, and then happily rides it into the Colorado countryside.
They outline their strategy for New Belgium in a chapter called “Fat Tire: Crossing the Cultural Chasm” within their book, “Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands.” As well as Fat Tire, those brands include Nike, Jack Daniels, Patagonia and others. The word authentic comes up in most chapters, but usually as a given and without a definition of what it means to be authentic. What is clear is how important whatever they label authenticity is to those focused on marketing.