{"id":472,"date":"2008-02-07T09:58:10","date_gmt":"2008-02-07T16:58:10","guid":{"rendered":"http:\/\/appellationbeer.com\/blog\/going-to-extremes-in-pursuit-of-an-extreme\/"},"modified":"2008-02-07T09:58:10","modified_gmt":"2008-02-07T16:58:10","slug":"going-to-extremes-in-pursuit-of-an-extreme","status":"publish","type":"post","link":"https:\/\/appellationbeer.com\/blog\/going-to-extremes-in-pursuit-of-an-extreme\/","title":{"rendered":"Going to extremes in pursuit of an ‘extreme’"},"content":{"rendered":"

Well, if we’re going to ask a woman about marketing to women, maybe we should check in with the Gen Y crowd when discussing “millennials” and beer. Both what they say, and what they will do.<\/em><\/p>\n

Exhibit #1:<\/strong> Swordboarder’s comment<\/a> the other day. He uses the word “they” but he’s the same age as Sierra Nevada Brewing. Sierra Nevada is Gen Y.<\/p>\n

Exhibit #2: <\/strong> Steve at Summer of Beer,<\/strong> 26 and a grad student, heads off in pursuit of Deschutes The Abyss.<\/a><\/p>\n

In case you don’t know, Abyss has been the “extreme beer” du Jour, particularly in Oregon<\/a>.<\/p>\n

Version 1.0, released last year, won all kinds of awards, and even deserved to. An 11% abv imperial stout, v2.0 it was aged in French oak, pinot noir and bourbon barrels since March. It’s got “extreme” written all over it.<\/p>\n

Steve begins, “Conceding that it will not make its way into the Inland Valley, I am about to embark on a journey to the find Deschutes The Abyss.”<\/p>\n

Along the way he might pick up a case of Olympia for his dad. <\/p>\n

It’s a short trip, with a happy ending<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Well, if we’re going to ask a woman about marketing to women, maybe we should check in with the Gen Y crowd when discussing “millennials” and beer. Both what they say, and what they will do. Exhibit #1: Swordboarder’s comment the other day. He uses the word “they” but he’s the same age as Sierra … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[17],"tags":[],"class_list":["post-472","post","type-post","status-publish","format-standard","hentry","category-beers-of-conviction"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p4wTn-7C","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/472","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/comments?post=472"}],"version-history":[{"count":0,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/472\/revisions"}],"wp:attachment":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/media?parent=472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/categories?post=472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/tags?post=472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}