The brewery parking lot? Bell’s

Bell's Brewery from the airToday is the 100th day of our adventure, and we’ve posted a bunch of numbers since we figure this pretty much concludes Part I. Part II begins Monday when we fly to Germany.

You won’t find much beer — should I have counted ounces consumed, or at least number of different brands? — but you will notice we spent one night in a brewery parking lot.

The unnamed brewery was Bell’s in Michigan. John Mallett offered and we couldn’t resist. Would you pass on the chance to call friends and say, “Guess where I’m calling from.” OK, maybe it would have been cooler to be inside the brewery (with everybody else gone.)

This aerial map from MapQwest is a tad out of date — it seems as if they expand at Bell’s about every third week.

 

Budweiser American Ale coming, but we’re going

Budweiser American AleWe’ll be in Brussels (still thinking about this) on Sept. 15, the day Budweiser American Ale officially debuts on draft. We’ll be in Stuttgart at Germany’s second largest beer festival on Sept. 29, the day the first bottles of American Ale go on sale.

Will the American beer world have been transformed by the time we return in December?

I think not, but you might disagree based on the amount of words already generated in beer blogs and at the beer rating/discussion sites (one example). Anheuser-Busch has done a great job of creating interest in American Ale ahead of its release. Of course it helps to have millions of advertising dollars to spend during the Olympics.

And for POS (point of sale advertising), like the tap handle pictured, that evokes a the same classic American tavern/saloon feel many smaller breweries and the places that serve their beer have taken advantage of for more than 20 years.

Not that A-B has done everything right. For instance, this from a company press release:

“Budweiser American Ale defines a new style of ale – The American Ale – with the full-bodied taste profile of the amber ale style, yet remarkably smooth and balanced,” said Eric Beck, brewmaster for Budweiser American Ale.

There’s an arrogance in that quote that begs for a separate post with a snippy headline.

That aside, A-B is providing support that the Michelob Specialty beers didn’t receive a decade ago, and seeing of the powerful Budweiser name offers the same sort of halo effect (no, I didn’t mean with you) it did for Bud Light way back when.

So what does Budweiser American Ale it taste like? I don’t know, but you can check here (Lew Bryson), here (three stars), here (a “huge splash”) and here (“not bad”).

No surprise. Pacific Ridge (5.6% abv, 35 IBU) and American Hop Ale (5.6% abv, 50 IBU) were both solid beers. The thing is . . . neither found an audience, at least big enough to satisfy the corporate decision makers.

Will BudAle?

I don’t expect that will be decided by March. We’ll be passing through St. Louis then, so I hope to visit a tavern with a big Budweiser eagle in the window to see what the locals are thinking . . . and drinking.

 

Monday musing: On local, women, and a wine scandal

We’re wrapping up the summer phase of our Grand Adventure with an American history field trip and packing for Part II-Europe, so a few links to posts you should read and think about:

– On Locale, and Maeib writes, “Whilst supporting this initiative as I like to see local businesses flourishing, and will support them wherever possible, I don’t want to hear the words ‘beer miles.'”

Be sure to read the comments. I can tell you that three months into paying attention to all things local, not just beer, it’s possible to spend too much time thinking about this. Take a break and enjoy the beer, local or otherwise.

– The Wall Street Journal recently joined the marketing to women discussion which has already already consumed plenty of space here.

But you have to smile when you read that Coors “set up a unit code-named Eve this year to develop beer brands and marketing techniques appealing to women. The unit’s mission, the company says, is to create ‘a world where women love beer as much as they love shoes.'” What beer has been assigned that task? Blue Moon.

This is what beer is about: Beer Babe eventually gets around to drinking Shock Top Belgian White (a Blue Moon knock-off, as a matter of fact).

This is where beer need not go: A fictitious restaurant captured a Wine Spectator Award of Excellence with a fictitious wine list. Quite a mess in the wine world (reading here and here will be enough to make your head explode).

The news to me is that there’s an organization called the American Association of Wine Economists. I don’t think I want to drink in a world where there is an American Association of Beer Economists.

#6 – Where in the beer world?

Where in the beer world is this?

Could this be the stumper?

This photo was snapped during our current adventure. That narrows it down to 24 states, eight provinces and one territory. I’ll rule out Alaska and the Yukon for you.

Anway, this isn’t really a hit-the-buzzer-first-Jeopardy-type contest (Daria would kick your butt), so feel free to comment even if you don’t know where this barn resides.

Heck, I bet we’d all like to know if you can tell us what Koehler beer used to taste like.

(Here’s how this feature started, in case you forgot.)

Book review: Amber, Gold and Black

“I think I was the first person ever to use the phrase, ‘beer style.’ The next thing was to try to define what they were, which lots of people have done since, but I think I was the first person. But then my focus became really to talk about, to try to describe the flavors of beer. When I was first writing on beer, nobody else was describing the flavors in beer. It’s very frustrating when you read old books on beer.”

         – Michael Jackson, interviewed in All About Beer magazine in 1997.

Amber, Gold and BlackI went looking for this quote about the time I reached the fifth chapter, the one about stouts, in Martyn Cornell’s new book, “Amber, Gold and Black: The Story of Britain’s Great Beers.”

Although Cornell himself writes in the introduction that this is “the first book devoted solely to looking at the unique history of the different styles of beer produced in Britain” don’t mistake it as “just another book about styles.” No, it’s about beers, sometimes specifically what they tasted like and other times giving us some damn good leads. Most importantly, this book brings them to life in a manner I think Jackson would have approved of.

Cornell uses a nicely balanced combination of words mined from a dizzying number of sources and his known, cleverly mixed with delightful vintage illustrations (his first book, “Beer Memorabilia,” also belongs in your collection).

As Cornell showed with “The Story of the Pint,” he is a trustworthy historian. Yet this is not all about the past. He writes that the microbrewery boom in England has “helped bring in new styles such as golden ale and wood-aged beers.” It is an unapologetic “celebration of British beer in all its many beautiful shades and inspiring flavours.”

And it is specific to the UK (although it provides examples of how styles evolved as they were exported to other brewing nations), making it comfortably uncomprehensive. We don’t need another compleat guide to styles. Cornell passes on breadth to provide refreshing depth.

Certainly this book will be useful in starting, and one would hope settling, barstool arguments. As Cornell’s press release states, “Long-standing stories about beer, lovingly retold over pints by beer drinkers and brewers down the ages are comprehensively debunked in the book.”

Now to that fifth chapter. We find Charles Knight writing in 1851 about Guinness: “Its sub-acidity and soda-water briskness, when compared with the balmy character of London bottled stout from a crack brewery, are like the strained and shallow efforts of professed joke compared with the unctuous, full-bodied wit of Shakespere [sic].”

Then Cornell connects the dots by explaining the difference between London and Dublin stouts.

“Amber, Gold and Black” is available only in electronic form for a modest £5 (about $10 US). Not everybody seems keen on reading it on a computer screen. Personally I had no problem. My only complaint would be that it lacks an index.

Quite simply, this is both a terrific resource and a wonderful read. An index would make it easier to find just the right fact or phrase when you find yourself perched on a barstool, computer on your lap, pint in hand, ready to make an important point.

Need to know more? The Table of Contents is here.