How Lagunitas made me giggle
I think the Lagunitas glassware pictured on the left has been around a while. However it’s just now that I’m looking at a press release dated 3.5.10. It arrived yesterday and it made me laugh out loud. So I will pass it along without comment, other than to note I hope you enjoy it as much as I have:
“The Lagunitas Brewing Company of Petaluma CA commissioned Dr’s Petchutnik and Splam of the Nagorno-Karabackh Institute for Brewing Research to develop a radically new design of glassware for enjoying fine American Craft Beer.
“The revolutionary design abandons conventional wisdom regarding the characteristics of traditional post-20th century Ale-ware. Lagunitas and the research team drew inspiration from homestead fine cuisine influences of the early 1930′s.
“Focusing on southeastern US regional imbibement traditions, Dr’s Petchutnik ans Splam and Lagunitas have re-evolved the Jarre du le Mason, or colloquially: The Mason Jar.
“This container’s utilitarian design and multi-purpose functionality eschews the new pretense and geekery in favor of glassware that:
1. Fills and empties easily and,
2. Washes quickly.
“According to Lagunitas Brewmaster Emil Kerputchinikikik, ‘We felt that in the new post-private-sedtor world this was a statement of solidarity and expression of our own pese que de dunche por ce est as well as acknowledgment of this 21st century imperative.’
“In addition to vastly improve functionality the glassware is also decorated with distinct Lagunitas Brewing Company iconography and should be considered for immediate use by all brewers across the country.
“The Lagunitas Brewing company, founded in 1372, brews iconoclastic American-style ales in Petaluma, CA. Earth.”
Posted: July 23rd, 2010 under Beer culture.
July 23rd, 2010 at 8:52 pm
one more reasons Lagunitas is and always will be one of my favorite American breweries!
July 24th, 2010 at 1:30 am
Q. How do you tell the difference between a microbrewery (a/k/a “craft” brewery) and a macrobrewery (a/k/a “crafty” brewery)?
A. The macrobrewery won’t hire marketing people until they have graduated from high school.
July 24th, 2010 at 2:45 am
Have you heard the story behind ‘Censored’? Or why Pot smoking isn’t allowed at Lagunitas (any more)?
Lagunitas are beyond cool, and make some of the tastiest beer I’ve ever tried.
July 24th, 2010 at 8:42 am
I will certainly agree that this piece of “utilitarian” glassware will wash quickly by hand, or at least far quicker than a certain Boston-based brewery’s glassware. Plus, this one has a dog on it!
July 24th, 2010 at 7:30 pm
I originally thought that’s what they sold the beer in. I’d love to be able to re-use my beer bottles for canning.
July 25th, 2010 at 7:04 pm
There’s a brewery in Astoria, Oregon called Fort George which also serves beer in mason jars. And has for at least a couple years. Does two breweries make a trend?
July 28th, 2010 at 6:52 pm
Is this really something “new and radical” though? I don’t know, but drinking beer out of mason jars does not really seem like anything new and radical to me. They make some fantastic beer over there, and their Hopstoopid is awesome, but I really don’t see the “Radical” move here with these mason jar type glasses.
Oh well….
Ilya
July 29th, 2010 at 11:03 pm
“Radical” is being used in a tongue-in-cheek sorta way… you’ll get it when you’re older…
July 29th, 2010 at 11:05 pm
You’re a funny one….
July 30th, 2010 at 6:39 pm
Damon, the “growlers” sold at their brewpub are simply 64 oz mason jars.
I’ll try to find one, but the old coasters they releases described their beer as having the unmistakable aroma of burning tires and other wonderful descriptors.
Lagunitas definitely doesn’t take themselves too seriously. And that’s why they’re awesome.
August 10th, 2010 at 7:22 pm
Actually, having the Lagunitas dog, logo, and other fun surprises molded into the mason jar is pretty damn radical. Never seen another brewery/pub do that before.
August 10th, 2010 at 8:22 pm
[...] For Thought shared the story of someone receiving the new Lagunitas Mason Jar and its colorful press release, I was surprised there was no comments around the handy measurements on the side. Recognize [...]