It's only been a few weeks since we released our first title of 2018, Danish Beer and Continental Beer Gardens. Now IBN has followed up with another pocket classic, Secrets of the Mash Tun: or The Real Causes of Failure in Producing Good Ale or Beer.  First published in 1847, this guide was written for small brewers and home brewers during a period when science was becoming more appreciated for its contributions to the brewer's art. This is not a reproduction, but an all-new edition, freshly re-designed and typeset, including Publisher's comments and a helpful record-keeping section at the back for home brewers.

With simple explanations, useful advice and a common-sense approach, it offers today's small-scale brewers a handy manual of practice and a fascinating insight into our beer-brewing past. It's just the kind of handy reference you would like to add to your homebrewing bookshelf, or sit back and enjoy with a cold ale, next to a mid-winter fire.

Available via Amazon: HERE
Via Amazon UK: HERE

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We’ve just added a new title to the IBN History of Brewing Series—Danish Beer and Continental Beer Gardens, is an all-new, expanded edition of a classic early-20^th century book by Dr. Max Henius. Originally developed as an extended lecture for American brewers, this new edition highlights many of the “best practices” used by Danish brewers and surveys continental attitudes regarding beer drinking culture. It includes a new introduction, an all-new interior layout and additional matter at the back of the book, including subject updates and additional information that adds further context. Presented in a slightly larger format (7” x 10”) than our first two titles due to the many illustrations, most of which were photo-edited to maximize their reprint quality.

“As usual, we refuse to just scan-and-copy an old book and charge an exorbitant price for a reprint,” explained M.A. Schweitzer, who edited this edition. “We essentially created an all-new book, improving the images, adding extra material and providing some relevant context for modern readers.”

Available on Amazon
List Price: $8.59
7" x 10" (17.78 x 25.4 cm)
58 pages
ISBN-13: 978-1983657023
ISBN-10: 1983657026

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I decided it was time to jot down some quick notes on the continuing popularity of the Summit Brewpath – a local brewery trail and passport program developed by the local Convention & Visitors Bureau. Similar to popular programs run in other cities, the program lets beer lovers get a passport at 14 participating breweries in Summit, Medina, Portage and Stark counties, then collect stamps when they visit and have a beer. Once their passport is filled with brewery stamps, they can get a free “I completed the Summit Brew Path” T-shirt, and are also eligible for an entry to win a grand-prize overnight stay in Akron.

To say this was a great idea for local beer lovers and brewers is perhaps the understatement of the year. Initially, 5,000 passports were printed; when 4,000 went out the door out in the first two days of the promotion, another 5,000 were ordered. By the end of April, the bureau had been forced to order an additional 10,000 passports due to the incredible demand.

It’s a fun idea, and participating brewers have reported that about half of their customers are coming in to get their books stamped. Each book provides a short intro to each of the 14 participating breweries and a space for their unique ink stamp. A few other regional breweries are also profiled in the book, which look similar to a travel passport. The 14 participating breweries include Aqueduct, BrickOven Brew Pub, Hoppin’ Frog, Ohio, R. Shea, Thirsty Dog and Two Monks in Akron; HiHO in Cuyahoga Falls; Mucky Duck in Green, Canton in Canton; Royal Docks and Scenic in Jackson Township; MadCap in Kent; and Wadsworth in Wadsworth.

Akron continues to add new breweries on a regular basis, as the local beer business finally seems to be hitting its stride and gaining a higher profile. Clearly, the Summit Brewpath program has been a big boost to business—even presenting a challenge to some of the smallest brewers, who have sold out of some beers on busy weekends when lots of people show up to get stamped. Nevertheless, if you’re selling beer, that might be a good problem to have.

The passport program has also had a great social impact as well, as visitors from different cities and neighborhoods compare their stamps, talk about their visits and the beers they’ve tried. It’s an idea that’s been working well in Columbus, where the Ale Trail is in its 3rd year; in 2017, it expects to have 38 stops and print between 35-40,000 passports. For Akron, at one-fourth the population size, to have a program almost half as large, is a pretty good start. Cincinnati recently announced plans to develop an Ale Trail of their own, and the Ohio Craft Brewers Association launched a statewide digital trail for smart phones called Ohio on Tap in May.

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I’ve been grousing about the infestation of IPAs into American Beer Culture for some time now, as well as the fact that so many US craft brewers seem to have no clue in how to use them correctly. This attitude was strengthened even more after a recent trip to Germany, Switzerland, Alsace and Austria—where I was actually able to enjoy a number of different beers. While they varied quite a bit in their color, taste and strength, they all seemed to have one thing in common—they were largely formulated with varying combinations of beer’s four main ingredients: Water, Malt, Hops and Yeast.

I’ve often been of a mind that most US craft brewers should first dedicate themselves to learning how to make a solid, well-balanced beer with just these four ingredients before jumping into trendy stuff like pumpkin ales, sours, hop-bombs, chocolate or peanut-butter ales, or any other exotic style. There are a very few US craft brewers who can successfully pull this wizardry off (my local brewery, Hoppin’ Frog, comes to mind) but the truth is, this “everything and the kitchen sink” approach can offer plenty of style and little substance. It also offers some brewers with limited skill a convenient place to hide—behind a truckload of ingredients that can camouflage an otherwise less-than-stellar brew.

After being reminded of what simple, fresh and delicious beer tastes like, it’s easy to get tired of so-called “experts” telling me that I just don’t “get” the appeal of hops, or have “too weak a palate” to appreciate all these bold, bitter hop flavors. What a load of bullshit.

“You need to train your palate to appreciate these bitter hop flavors.” More bullshit. I suppose I could slip a dab of poop into my ham sandwich every once in a while and build up a tolerance. What does that prove other than I have developed a taste for shit?

First of all, I’ve been drinking beer long before some of these morons were even born; and most of it was good beer, not just the swill that the macro-brewers have been foisting upon us for the last 65 years. It’s true that for much of that period, imports were the best and most popular route to quality beer, at least until the late 1970’s and early 80’s. At that time, microbreweries were just beginning to appear and some of the larger brewers responded to the rise of imports by rolling out premium lines and bringing back some old brew house recipes that offered more flavor. And back then, most imports were really imported—not brewed in the US under contract. I believe I developed a fairly sophisticated palate over 40+ years of beer drinking, and while my taste buds and sniffer might not be as good as they used to be, I’d like to think I know what beer is supposed to taste like.

And I’ll be damned if you try to convince me that it’s supposed to taste like turpentine. Or Pine Sol.

Unfortunately, we have a whole generation of beer drinkers who have been marketing-brainwashed into thinking that this is exactly how good beer is supposed to taste; utterly convinced that these “bold” flavors have been missing from beer for generations. Of course the convincing has been done by some craft brewers who have built a reputation on hop-bombing the Western Hemisphere, and US hop-growers who only want to expand the market for their goods.

Now the usual response to my view is always – “Well, if you don’t like it, just don’t drink it.” And that sounds reasonable, until you realize that the tidal wave of IPAs has pushed a vast number of great alternatives off the store shelves. It’s getting harder to obtain beers I actually like. The local super-grocers offer dozens and dozens of IPAs in their cooler, both in 6-packs and in single bottle (“build your own 6-pack”) selections. But where before I could choose from among 10 or 15 English ales, or 18 different German beers, or a few dozen other imports, or some reliable, high-quality domestic beers, now I can only find a handful (cold) and maybe a few more (warm) on the store shelf.

Yes, there are a number of US Craft Beer offerings that are not IPAs, it is true; but the simple fact is—I don’t trust a lot of these brews to deliver on their promises. Many are not “true to style”. Many are still over-hopped, as brewers end up massaging their entire brewery lineup to cater to the “hop-forward” tastes of today. I’d be happy to give some a test shot, but I’m not going to buy a $12 6-pack to experiment—or give away later.

Other bozos will try and make some technical argument that bitterness is not always associated with hops. They add fragrance and aroma, too. Yes, I know that. And I will respond by simply stating that, while yes—a beer with extra hops does not always have a bitter taste, the other side of the coin is simply this: almost every beer that tastes too bitter is the result of being over-hopped.

Or the result of using the wrong hops. I really do think a lot of craft brewers are using hop varieties for taste that should only be used for aroma. For example, let me be clear in stating that while Pine-like flavors may lend a nice aroma, they have absolutely no place in beer taste.

Have you ever had smoked meat or fish? Have you ever wondered why expert barbeque masters only use hard woods like oak, hickory, mesquite or cherry on their fires? Did you notice that they never use pine wood? The reason is simple: pine leaves a sharp, resinous and wholly unpleasant taste in the mouth that ruins food. No grillmaster with a brain uses it. Why would you want to put that taste in your mouth via beer?

Again, we see generations of simple knowledge and proven experience go by the wayside, as idiots try to convince us that this is actually a good taste for beer to have. I’ll be honest and also admit that I have found few American hop varieties that I appreciate as much as traditional, noble hop European varieties. I’m sure there are some good ones, but it’s hard to judge when they are being used by the boxcar load.

Do I sound grouchy? Good. Then you’re catching on.

Just as lame arguments break on the rocks of four decades of beer drinking experience, the same can be said for trendy brewing approaches that go against the grain of several hundred years of beer brewing tradition. Just how bitter can a beer be, anyway—before it becomes palate-tiring, overwhelming and undrinkable?

Ever had a real, traditional English IPA? Bass dropped the “India” from its “Pale Ale” some years ago, but the taste hasn’t changed all that much over the years; this style was never intended to be as bitter as the stuff that has been pushed on us today in the US. Ever had an English “bitter”? Try a Fullers ESB. The bitterness is subtle; it embellishes the taste and balances the malt. It doesn’t overwhelm it. Same with a genuine Pilsner, which has slightly more bitterness than a typical Lager.

Hey, if you wanna drink this bitter swill—go ahead. Pay $12 a 6-pack or $8 a pint and support the Hipster Brewmaster & Organic Hop-Grower’s Retirement Fund. Of course IPAs are selling so well, but what do you expect when (aside from Macro-Brew) that’s mostly what you find on today's store shelf? It’s a self-fulfilling cycle—and a cycle that’s making it harder to obtain truly good, honest beers that have been enjoyed for decades.

For the craft brewers who are focusing on innovative, well-balanced stouts, tasty porters and drinkable ales that people can actually enjoy, my hat is off to you. Continue to innovate, and please resist the urge to obscure the tastes you’ve worked hard to develop by wrapping them in an overly-bitter hop shroud. Hopefully this hop madness will wear off, the pendulum will swing in the other direction and more brewers will come to their senses—not to mention beer drinkers who haven’t had enough experience to know any better.

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Once the brewing giant AB InBev started throwing shade on the craft beer movement, the craft beer world was understandably up in arms over the insult. In response, those who make and enjoy craft beers continue to hammer the brewing behemoth—most notably for the company’s clear hypocrisy: making fun of craft beer and its adherents while heavily investing in small, independent craft breweries and trying to position some of those products as “craft.”

The fact is, I’ve often made fun of Budweiser myself. Even though it was one of the first beers I ever consumed, there is no sense of nostalgia associated with it—in fact, my memories are usually associated with post-party headaches (I used to blame the beechwood aging).

What has been a little surprising is the fact that after taking its initial shots, AB InBev has doubled down on its “let’s-chide-craft-beer-lovers” strategy, with new ads that celebrate Bud’s macro heritage.

With macro-brew sales slipping, this might seem like a pointless effort. But in reality, I don’t see what choice the mega-brewers have. As Chris Morris noted in a recent Fortune post, Bud is really preaching to the choir now—reinforcing the behaviors of long-time Bud drinkers who are slow to try anything new, and who generally see beer as a high-volume commodity, not something to be sipped and savored.

This might not increase sales, but it may help slow the erosion of its market.

After all, not everyone is an experienced or educated beer drinker. Some people simply like to drink LOTS of beer, and they cannot or will not pay craft beer prices. While there are lots of fine craft beer bars here in Akron, for example—I would also tell you that for every one of those, there are 8-10 other bars that slam out innumerable bottles of Bud and Miller Lite and Coors Light each and every night.

Sure, their customers may have briefly switched to Yuengling after it first became available in Ohio, but now the novelty has worn off and they are back to their old standby.

For these consumers (and boy, do they consume) it has always been about quantity over quality. To make the appeal clearer, you could plan out your weekly bar stops here in town and probably enjoy your “Dollar Domestics” night somewhere—at least five nights a week. That’s five or six 12 oz. bottles of beer for the price of a pint of something much better. That is, if you care about better.

The Bud ads are the equivalent of saying “Yeah—who’s the smart guy now? Six beers for the price of One? And ours will wash down that burger just as good.”

Most of us know the truth about quality. But this is the line of thinking that AB InBev is taking in speaking to its target audience. This is the same audience that ran the Sam Adams Rebel IPA off the tap at one of my local bars, after no one bought it and the barmaid characterized it as “undrinkable.” I know there was nothing wrong with it per se, only that it was a bitter, highly hopped IPA that was totally foreign to the palates of the “regular beer drinkers” who frequent that bar—and was quickly rejected.

It’s the same mind-set that takes umbrage at anyone trying to tell them what they are “supposed-to” like:

“Dammit, my dad drank Bud, and it was good enough for him. I’ve enjoyed it for years, and dammit, I’ll be dammed if any liberal, smart-alecky, thinks-he’s-better-than-me SOB is gonna tell me what I should drink or like. Same damn people that wanna take away my guns, tell me I gotta like gay people, or tell me where or when I can have a smoke. Hell with them. Give me another Bud.”

...then he goes out to his pickup with the Rebel Flag mudflaps and cranks up some Bro Country CD.

Okay – this characterization may be a little unfair. A similar attitude could be found with the college kid that never grew up; raised on dorm fridges filled with Bud, or PBR, or Busch—it may be all he ever feels the need to drink. The college degree did not include the finer points of beer brewing or consumption.

This is precisely why it may take years or decades before Big Beer cedes a really substantial portion of the market to craft beer. It took Prohibition, decades of TV advertising, force-of-habit, more advertising, and macro-beer economics to get to where we are today. The attitudes of most macro-beer consumers may never change, and AB InBev’s ad strategy seems to be designed to ensure that any change, if it does come, will come at the slowest rate possible.

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As a home brewer myself, I've always been fascinated by traditional approaches to brewing, particularly those dating back to an earlier age, when brewers did not have the technology or tools that we utilize today.

In truth, the brewing of beers and ales may not be a complex task, but it is one where extra thought and care may result in a superior end product. This approach is evident in both of the classic works we have chosen to offer through our publishing partner, American Biblioverken. Together, they kick off our History of Brewing Series, which we hope will continue to grow with additional titles as time goes on.

The first, A Treatise on the Brewing of Beer, was written by E. Hughes and dates from 1796. It is a very modest work, extending but to 36 pages, but does include some insightful thoughts on the production of beers and ales via traditional methods. The second book, The London and Country Brewer, was originally published in 1736, and offers 100 pages of thoughtful advice on brewing, selection of malt and hops, as well as beer storage and transportation.

Upon reading, what does become clear is the realization that while modern technology does make brewing easier, and results in a more consistent product, it may not be absolutely necessary to produce a quality beer or ale, and that there is much "lost knowledge" from which today's brewers may still benefit.

In both examples,  the writing style is far more formal than modern ears may be accustomed to, and this may present a modest challenge to some readers. Nevertheless, the information as presented is logical, heartfelt and indeed, rather entertaining. To that end, we have retained all of the traditional idioms and spellings from the original edition, since they add so much to the overall effect of the works.

Both books are available at the links listed above, via Createspace, at $5.50 and $9.99 via the links above.  We'll post the links to Amazon in a few days, when they become available. The cost is the same at both sources.

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I came across a ridiculous rant the other day on Deadspin, where Will Gordon (does he pronounce that "Gor-DON" - like in the Sprint commercials?) rails against Stella Artois being a disgrace to Belgian beer. Apparently he was disappointed in getting an older sample, which may have been a little skunky. It happens, although getting a truly bad bottle is a little less common than it was in the past.

I've had a decent Stella or two over the years - mostly on tap - and anyone who knows beer clearly knows that Belgium produces a wonderful array of beers that are far superior, by anyone's standard. Of course, that's pretty much the case in any country, including the USA; there are plenty of smaller breweries delivering a better product than the larger, more popular brands. So much for stating the obvious.

What I really found irritating in the article is that he seems to be basing his opinion primarily on the simple fact that since the brand is owned by a large beer holding company like InBev, it must be horrible. Most of the post is spent trashing big beer in general - about three paragraphs. Eventually, he gets around to actually, "reviewing" the beer, which he usefully describes as "skunked and awful."   Nuff said; I'm all for tight editing.

He ends the article with this out-of-breath zinger:

Belgium's continued production of Stella Artois is an affront to human decency. All the waffles and Westvleteren in the world can not make up for this crime against beer.

Well, then...
"A crime against beer?"  Really? All in all, Godon's take is really sophomoric, and typical of so many rants I hear from hipsters about how terrible any product must be if it's from a "large" brewery. Or more accurately, ANY brewery - small or large - that happens to be owned by a big, international holding company.

This seems to be the prevailing attitude: Is your brewery producing beer by the same methods it was before you were purchased by that big international conglomerate? Doesn't matter - the minute you signed on the dotted line, your beer became swill. At the very least, it's not "worthy" of our consumption, and the hard-working people who have been making your beer are traitors to the craft beer movement.

Now, I am sure there are examples where the perceived quality, or the formulation, may have been compromised for "the product formerly known as craft." It can happen. One supportive commenter on the article I am mentioning pointed out that Red Hook is now a shadow of its former self since being taken over by Craft Brew Alliance. I have to wonder if that's view is based on his "beer politics" or a blind tasting.

It's similar to a guy I know who, upon occasion,  used to drive over to PA to bring back a couple cases of Yuengling, because "it's really good beer" and you couldn't get it in Ohio at the time. Today, success allows those folks to also claim the title of "largest American-owned brewery" in addition to being the oldest.  The result? Yuengling's popularity has now earned the disdain of some craft beer sophisticates. That seems a little unfair.

Before I go any further, let's get this straight: I support and love Craft Beer. The movement here in the US and in other countries is providing beer lovers with access to an incredible array of great beers and ales, better overall beer knowledge and lots of good jobs. I've been drinking beer for forty years, and I remember when -- if you wanted something better than a Bud, your only other choices were a Molson, a Heineken, a Bass Pale Ale, or a St. Pauli Girl.

Hell yes, things are way better now.

We're getting more variety, improved quality, new flavors and more freshness. The interest in beer, the non-stop calendar of beer-related events, the increased appreciation of beer as a food product, and even the realization of beer as a cultural phenomenon makes this an exciting time.

But let's not get lost in the reality of what's in the glass. I'm not buying into this need to automatically "rip" some beer because it's not made by a handful of bearded guys in an old warehouse, or cooked up in a farmhouse and sold in 22oz. bottles. Even the so-called "craft wannabees" are way better than the swill we had available 35 years ago.

In the end, the question for me is not so much - "is it really a craft beer?" - as is it is" "Is it really a good beer?"  One seems to be a question of production method, philosophy and marketing. The latter is a simple result, and not exclusively dependent on the former.

I don't drink beer as a political statement. I drink it because I enjoy it, and it [usually] tastes good. Just because a beer brand may be owned by a big company, doesn't automatically disqualify it from my appreciation. For the same reason - any so-called "Craft Beer" doesn't get a free pass just because it was produced in a small quantity, by seemingly dedicated beer-lovers. They can make nasty beer, too - and I've had a few.

Having made beer myself, I can appreciate the time and effort that goes into it, and the skill required to brew up a drinkable product - several dozen or several thousand barrels at a time. It's all I can do to knock out five tasty gallons.

Producing a great beer can be a serious matter. But it is beer, after all. No need to take it's enjoyment quite so seriously.

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Future Publishing's [UK] Homebrew Handbook has been out for a little while now - but it was only recently that it caught my eye at the local Barnes & Noble. I'm a sucker for a nicely-produced book or magazine of any kind, so I couldn't resist grabbing a copy and taking up to the checkout.

The handbook is a very attractive, well-written and well-illustrated guide on how to brew your own beer. Like most publications from Future Publishing, it's a very high-quality piece, printed on high-quality paper and made to serve as a handy, durable reference that will last you through many homebrewing sessions. I will look good on your coffee table, too. The handbook looks at three essential methods of brewing (Home Kit, Extract and Full-Mash) and includes some solid reference material on malt, hops, water and various aspects of the brewing process that the beginning homebrewer--whether they are in the UK or the US--will find helpful. As it has been a while since I've brewed myself, it also served as a nice refresher, and the articles on establishing microbreweries and labeling your beer were interesting and inspirational, too.

One of the most useful parts of the book is the nice collection of recipes that are included, from very basic types to some more specialized brews that were provided by some popular craft breweries. Some of these you might be familiar with; others are rather obscure offerings from lesser known brewers, but they are all interesting to read about and assess, and may inspire you to tinkering with your next batch of homebrew.

All in all, a nice publication that we would highly recommend at just $14.99.

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The previous post brings me to one of the most useless phenomenons I have come across: the beer review podcast. I can think of few things more uninteresting and offensive to a person who is thirsty than to hear two guys sitting in the kitchen or the garage talking about the beer they happen to be drinking. I’ve done a lot of searches on iTunes and Podcasts and Stitcher to see what’s available, and while there are a few good beer shows out there, I have yet to find any that present reviews in an entertaining and interesting format.

No—what you typically get is two smarmy guys sitting around injecting dull beer commentary into their equally dull small talk—but making lame attempts to be funny. The strange thing is, a lot of these guys all seem to sound the same; like some clones of the Sklar brothers—trying to bounce what they think is clever and witty repartee back-and-forth, but offering only perfect tedium.

To add to the offence, a lot of these podcasts go on for a couple of hours. As a former producer of radio commercials, I have a firm belief that effective editing can improve most anything. But a lot of these jackasses think that listening to them drone on for almost two hours is somehow entertaining. Unbelievable.

In fact, the only part that is funny is listening to some of the tasting commentary:

About a strong IPA: “Mmmmm…hoppy! For sure…”

A Doppelbock:  “Well…the first thing that hits you is the malt. Very rich malt  taste.”

Any Christmas Ale: “Lots of spice here. Some citrus notes…cinnamon. High gravity – for sure.”

AKA - THE RECORDING STUDIO

Really? Why don’t they just read the freaking label to me? Maybe if they provided a clear, concise and intelligent beer review that lasted about 15 minutes, they might get a few more subscribers. C’mon—who the hell has two hours to waste on this kind of crap?

So far, I’ve been talking about audio podcasts, but some of the video podcasts suffer from the same issues. The real difference is that we can see that the participants are generally well-fed, sport some version of facial hair, and are (just as we suspected) sitting around a kitchen table, or in the garage out back.

Again, I’m not saying that audio or video beer review podcasts are a bad thing. But it’s clear that the Craft Beer Scene has inspired a few too many of them, a few too many that are alike, and a few too many that are of questionable quality.

If you know of one that is really good (or any good beer-related podcasts out there) please let me know. I’d be happy to listen – and even recommend it.

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When we first put together this site, we needed to decide what kind of topics we wanted to cover and discuss on our posts. Commentary on whatever is happening (or not happening) in the beer world seemed the obvious choice; for myself, being slightly older, occasionally grumpy, clearly opinionated and naturally suspicious of  “craft beer hype” – this made for a perfect fit. I also do not find that every new brewery opening or bottle roll-out merits coverage—at least not in a post. We do tweet a lot of this news on Twitter and some finds its way onto our Scoop.it feed, but we generally don’t comment on those news items unless there is a bigger issue involved.

Which brings us to the topic of Beer Reviews.

First of all, let me say that I do think beer reviews by knowledgeable and expressive tasters can serve a purpose—particularly in weeding out beers that some drinkers might not care for. Personally, I don’t really like most bitter, over-hopped beers, and if a reviewer notes this as a characteristic, I’ll know to pass on that specific bottle or pint. Of course, I can always offer my own views—I consider my palate as experienced and nuanced as most people—but I’m content to defer to those who have some actual judging background, and who can offer opinions colored with a little more technical accuracy than my own.

I might add here that the only things more yawn-inducing than beer reviews are the Twitter accounts of people who do nothing but tweet whatever beer they happen to be drinking. Warrants an instant unfollow. Do they really think I care? I mean, an occasional untappd share is one thing—but throw in a comment, a thought or an opinion once in a while.

My feelings on reviews being what they are, it doesn’t mean I won’t ever review a few beers (yes, send me a sample, you might get lucky) but god knows you can find beer reviews just about everywhere else on the Internet. Why add to the noise? Beer reviews are a dime a dozen. Some are helpful and interesting. Some are pretty useless…like most beer-related podcasts. Which will bring us to our next post…

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With the recent release of a beer study by market research firm Technomic, it appears that Americans are slowly turning away from lowest-common-denominator beers to embrace higher-quality (and more expensive) craft beers. As a result, the overall quantity of beer sold in the country is slightly down, while there have been higher sales number for imported beers and American-made craft beers. As most anyone familiar with today’s beer scene would tell you, it reflects what we are seeing in bars, grocery stores and refrigerators across the US.

Yes, the Beer Giants still dominate advertising and sponsorships, and they may always have a death grip on the general public’s brand awareness. But craft beer in America is here to stay—even if people do worry about their being too many new breweries—and the lineup available even at the average grocery store is an inspiration to most any beer lover. At my own local grocer, the selection is probably 4 times as large as it was 10 years ago, and they are even selling draft beer in growlers now (though sadly—not at my neighborhood branch).

I must admit I was also happy to see Yuengling on that top sales list (#16 – over 10 million cases sold, just a fraction of Bud Light’s 269+ million) since I think it’s a very good product and now is happily available in Ohio. Many local bars have in on draught now, and since it has been introduced in our area, has become a common replacement for basic lagers like Bud, Miller and Coors. Why? Well, it tastes better—though still relatively familiar—and is also offered at an accessible price point for the average customer. Even Yuengling’s Light product is touted by one of my local barkeeps as being more flavorful than a standard Bud (this is indeed true) and once they have sampled either Pennsylvanian lager, it may be only a hop-skip-and-a-jump before they’ll check out a Yuengling Black & Tan.

I do believe that older, “traditional” beer drinkers can be educated. A thoughtful combination of the right product and the right price makes entry into the craft beer world easier for those who don’t want to immediately plunk down several dollars for an exotic tri-hopped IPA or seasonal spiced pumpkin ale. Yuengling has expanded its distribution in the right places and at the right time, and is seeing major growth as a result. A-B may try to get in on this taste shift with their “Project Twelve” craft-beer scheme…but my take is that a lot of beer drinkers will see it more as a temporary marketing gimmick than a genuine change in philosophy. Regardless of how these new “test’ beers taste, what happens afterwards? Do you think you’re going to be able to buy that bottle of amber named after a ZIP code next year?

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