Just before the end of the year, my wife and I managed to complete the 2017 Summit Brew Path, thus winning the commemorative T-Shirts which are awarded to all those who manage to complete the brewery tour. I imagine our approach was like many other folks; hitting the “easy” destinations close to home and finishing up with those brewers which were located further away—like Wadsworth Brewing Co. in Wadsworth and Madcap Brew Co. in Kent. Over the Thanksgiving holiday, we were able to knock off all three Canton-area breweries (Canton, Royal Docks and Scenic) which set us up for a fine finish.

It’s pretty clear that the whole Brew Path effort—led by the local Convention & Visitor’s Bureau—was a great success, with almost 20,000 of the passports printed as a result of great demand. At least 2,600 people managed to get every stamp from the 14 official stops on the tour. All the breweries reported significant increases in sales as a result of the program, and it was also a great way to bring beer drinkers together—I don’t think we stopped at a single place where we didn’t meet someone else who was coming in to get their Brew Path passport stamped, too.

As plans for next year are being finalized, Ohio beer blogger Rick Armon was invited to sit in on a meeting at the Convention Bureau with a number of participating brewers. The meeting was set to provide feedback and generate ideas for the 2018 Brew Path, and while most all the feedback was positive and enthusiastic, the only complaint was made about the color of the T-Shirt prize that was awarded. Patrick Armistead, co-founder of Two Monks Brewery, was definitely not a fan of the brown, poo-colored shirt.

“Don’t make it a crappy brown T-Shirt,” he suggested.

Ignoring options for urine-yellow and boogar-green shirts next year, it’s likely that a new type of prize will be awarded in 2018.

With an additional five or six new breweries being eligible to be added to the Brew Path in 2018, it’s possible that a two-tier prize level will be used—making it possible to offer some form of recognition to folks who can’t manage to visit every one of the breweries on the new, expanded list. Like last year, additional breweries will be highlighted in the passport as places to visit, but not made official stops if they were not open by the start date of March 10.

This brew trail marketing concept has really taken off, not only just here in Ohio, but nationwide as well. As previously noted, it’s a wonderful way to bring the beer community together, and provides a great economic boost to our local brewers. Wherever you are, if there’s a program like this in your area—get your book and go get a brew!

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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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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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I would never say hops are a bad thing. They're an essential part of beer--and well used, are critical to imparting great aroma and flavor to our beers and ales.

But the current tendency in American Craft Brewing seems to be adding hops to the point where they often dominate the taste profile...and where their over-use almost becomes an end in itself. As a result we are left with double and triple-IPAs, "Hoppinators," "Hoppus Maximus," "Hop Killers," etc. etc.

While some of these beers are fine for sampling, their bitterness and "hit you on the head with a hammer" qualities make them impractical for any type of session drinking, and I've found many to be almost undrinkable. (I've had some beers that were loaded with so much Simcoe that I thought someone had poured a cap full of PineSol into my beer.) At best, I find myself saying - "Well, that's good, but I couldn't drink more than one."

For those who like these kinds of beers, fine. But my worry is that this hop craze is having a detrimental effect on Craft Beer overall--to the point where the high-hop focus is insinuating itself into beer styles that are not traditionally hoppy. Even experienced craft brewers seem to be falling into this trap. I've always loved GLBC beers, but over the years, I find their offerings all morphing into a very similar hop taste profile. Over the past year, I've had an Oktoberfest and a Pilsner from them that were far too hoppy for the claimed style--and many other quality craft brewers seem to be heading in the same direction.

It's easy to think that the hop-craze we've seen here in the US might have filtered into our general approach to brewing. A lot of Americans under 35 have become accustomed to highly-hopped beers...perhaps to the point where brewers feel a certain amount of bitterness is required if the beer is going to "taste right" to those folks. If so, that would be a shame--since those of us that don't need a ton of hops in our beer to know we are drinking a good one will be forced to suffer.

Of course, I'm not the first to complain, and I won't be the last. It may get worse before it gets better. I've heard about an upcoming hop shortage (we can only hope) - but then I am also reading so many articles about how many people are growing hops in the US now (and why not, you can grow them in your backyard) that it seems inevitable that more and more are going to end up dumped into our beer by the bushel-full. Why? Just because we have them.

I'm beginning to think US brewers should do us a favor and label some of these beers "American Oktoberfest,"  "American Helles," etc. -- so we get fair warning that we shouldn't expect these beers to adhere to the traditional beer styles at all; that they have been "hop-boosted" to please what they have come to believe is the common American preference.

That way, they would not disappoint experienced beer drinkers who are expecting something more refined, subtle and well...traditional.

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A new article in TIME Magazine discusses a trend in brewing that we have been expecting for some time now – the increasing emergence of session beers in the U.S. market. Highlighting the efforts of Redhook Brewery in Washington state, it notes the introduction of their new, Game Changer - new pale ale that’s been freshly put on tap at 925 U.S. locations of the Buffalo Wild Wings chain. The target point is just a little higher than a mass-produced domestic beer, and slightly less than your typical high-end craft beer.

“It’s an approachable craft beer that’s not too heavy or too high in alcohol, so people can enjoy drinking it responsibly over the course of a whole game,” says Andy Thomas, president of the Craft Brew Alliance, which owns Redhook.

 Meanwhile, Patrick Kirk, beverage-innovation director for Buffalo Wild Wings, explained why the chain wanted its own special craft beer, and why it was important for the beer to be sessionable:

“We’ve seen an interesting trend, a movement toward craft beers coming back down to be more sessionable, brewed with lower alcohol and an easy-to-drink mentality. That’s what our guest is demanding. If you’re going to stay for a game from kick-off to the end, you can’t really drink beers with 6% or 7% ABV throughout the game. It’s not possible from a responsible service and consumption standpoint, as well as from flavor perspective and a cost standpoint. But you need great flavor. The goal was to not be fully in the craft camp but to be a step up from domestics, and brew a well-balanced, full-flavored beer that hits the middle between 4% and 5% ABV. Game Changer is at 4.6% ABV, so it’s definitely sessionable.”
You can read more of the article here. It discusses a lot of other issues, like the ongoing controversy about what makes a beer a craft beer, anyway. Suffice to say I think we’ll see more of this type of thing as time goes on, because the truth is, no responsible person can go out and drink 7.5% IPAs all night long.

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IS THIS REALLY WHAT IT'S COME TO?

Having spent most of my working life in advertising, I know only too well that marketing is often about dreaming up some gimmick that will get people’s attention.

Now you don’t need to get their attention for long; maybe just long enough to get noticed—or if you’re really lucky, long enough to make a buck or two.

So it was with a bare smile that I noticed the recent introduction at GABF of Wynkoop’s Rocky Mountain Oyster Stout, reportedly brewed with real (roasted) bull testicles. What started out as a joke last spring morphed into reality, as beer drinkers took the April Fool’s day jest seriously and started asking about the nutty brew. Sure enough, it wasn’t long before the brewmasters at Wynkoop decided to bag it and deliver a tasty, palatable package.

Reportedly, the 7% ABV brew tastes pretty good, which is certainly a relief. I’m sure a lot of beer drinkers gravitate toward this sort of crazy stuff—inspired by an “I dare ya” attitude toward brewing big, brash, ballsy beers made with all kinds of crazy ingredients. It used to be stuff like chile peppers, unusual herbs, bananas…but these, while out of the ordinary for beer, were still commonly enjoyed foods. Now I feel we’re gravitating toward even stranger stuff—not for the taste possibilities—but for the shock factor. Like the beer recently made with yeast from some the brewmaster's beard.

I’m all for fun and experimentation. But I’m also kinda wondering how long before we see Donkey Wang Weisse, Armpit Ale or Bird Poop Pilsener. Gimmicks can be fun. But enjoying a simple great beer can be a memorable experience that lasts a lifetime – or at least one you’ll want to return to now and again.

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