Category: Industry Marketing

What a week! A trip to the dentist and the Federal imposition of the Emergency Measures Act!! It could drive one to drink. Except I haven’t. Had a couple of really good beers on Saturday, though. Stone City’s Ships In The Night. Oatmeal stout is rarely not a good call. But I have acquired my protest gear as illustrated, should any protests come my way. One must be prepared.

What else? Super Bowl. Stupor Bowl. Superb Owl. It also happened this week. Unlike much of the continent, me I had not one beer. I paid little attention to the game itself on TV which ended up as a bit of a yawner even with the close final score. But would it be better live? Well. it’s not exactly for the snack bracket me and my peeps, is it?

…a double measure of Don Julio, Ciroc or Tanqueray 10 would set punters back US$25. Meanwhile, the craft beer selections clocked in at $19, which would get drinkers a serve of Kona, Golden Road Mango Cart or Elysian Space Dust. The premium beer serve was Michelob Ultra, which was priced at $17. And it’s fair to say that fans were taken aback by the prices.

More breweries closed this week. As Jeff reported, Hair of the Dog and Modern Times -both of the US West Coast wound down in whole or in part. The latter announced it this way:

Today is the most difficult day we’ve ever had at Modern Times. Over the last two unimaginably challenging pandemic years, we’ve done everything we could to keep all of our newly-opened locations afloat in a landscape we never could have imagined when we began building them. As new leadership has stepped up and taken the helm over the last few weeks, it became clear that the financial state of the company that we are now tasked with directing is not just unsustainable, but in immediate and unavoidable peril

Hair of the Dog is/was one of the greats that never had dreams of delivery fleets and HR departments. Retirement is well earned. I put the last cardboard box from the fabulous HOTD misadventure of 2006 out with the recycling just last Sunday.

Elsewhere, building on the momentum to challenge the ethics within Ontario’s brewing industry led by Erin Broadfoot,  Mallory Jones the brewer and co-owner of my beloved Matron Fine Beer in nearby Prince Edward County on behalf of herself and fellow brewer and co-owner Jessica Nettleton, shared experiences of their lives in beer, starting with this remarkably concise statement:

Behind the ‘good times and camaraderie’ there is a dark underbelly, a booze-fuelled side, a sexist and skewed patriarchal side, a side that desperately needs to change.

Note in particular this statement: “…beer events often (read: all of them) result in over consumption which always equals disgusting behaviour from a wide variety of individuals on both sides of the bar…” It boggles the mind how it took so long for such obvious and open behaviours to be simply and plainly stated after years of the trade and trade writers telling us how it’s all one community and craft beer people are good people. I am very careful who I buy from now as well as whose word I take.

There was a great short video of a Polish railway standup tavern car on Twitter this week. One of my favourite memories of working in Northern Poland thirty years ago was the the Polish railway standup tavern car from Kołobrzeg to Gdansk. The good old PKP (“puh-ka-puh”). There is even “fruit syrup for beer” now.

Over in India, the government has taken a very sensible approach to the healthier regulation of the beer market that would be a great first step towards the listing of ingredients:

The Food Safety and Standards Authority of India (FSSAI) will soon come out with fresh regulations for two important everyday consumption items – bread and beer. Beer brands will have to disclose the calorie count per bottle or can while bread makers will be allowed to label products as ‘multigrain’, ‘whole wheat’, and ‘brown’ bread only if the items have specified amount of multigrain or whole wheat in them, FSSAI CEO Arun Singhal said.

There will be boo-hooing from the please-do-nothing crowd but calculation of beer calories is a reasonably straight forward matter. The only problem is how surprised the beer buying public might be.

Everyone one loves a story about a truck load of beer crashing across the roadway. I think only a load of fish thrown upon the hot asphalt is considered more remarkable but that’s because of the gross immediate squishy slippy driving conditions.

Martin wrote this week about the experience at a little investigate site of beer imbibations – a fitba corporate hospitality suite  – and found it… a bit sad:

£6.50 your pie and mash and peas from memory, and beer not much above Northern Quarter prices (double Kelham prices, of course). This is the cheaper end of the hospitality market, giving you a nice seat with your pre-match pie and pint, and seems to be a treat for the old fellas and the well-off bloke dragging his girlfriend to the match. And then you walk from the social club style bar to your padded seat and get distracted by Caitlin Jenner and goal flashes from Blackburn.

He then had a bit cheerier but also reflective experience with his Pa, down at the Plough & Fleece:

Across the road, we could see the nondescript cafe at Scotsdale Garden Centre busy as usual. The coffee and cake at the garden centre has long replace fish and chips and a pint at the pub, even though the pub is often cheaper and always the more homely option.

Lars as usual used social media to the fullest this week to discuss the role of alder wood as a filtering tool in Norwegian farmhouse brewing undertaking both hallmark mapping excellence and scientific journal review enroute:

I found a modern scientific paper which extracted substances from alder bark that they found to be antibacterial. Unfortunately, they were also antifungal and very effective against yeast, so clearly the concentration in beer isn’t enough to have an effect.

Q: has beer historian Amy Mittelman returned to beer blogging?

And just before the long last topic,  this week we received the sad news of the death of one of the leaders in the early years of the UK’s craft beer movement of 12-15 years ago. Dave Bailey was the owner of the Hardknott Brewery which was founded in 2006 and closed in 2018. He was sought out and sought out others who were thinking about beer, like we see in 2009. Alistair at Fuggled interviewed him in 2010. Dave’s brewery was as well known and certain as central to the scene as BrewDog in those years. He was only in his mid-50s when he passed. Dave was a great friend to those interested in discussing good beer and was a regular chatting in social media. My earliest Twitter chats go back to 2009. He kept an excellent beer blog that gave the straight story about life as a small scale brewer like when in 2017 he shared painful business realities connected to the question of how far to capitalize his venture. He had announced in 2020 that he was living with cancer. Very sad news of the loss of a pioneer. Thoughts are with his partner in life and business, Ann.

Finally, there was a bit of faff over the weekend about something claimed to be “Japanese Pilsner” which was neatly summed up by Jenny Pfäfflin this way:

Anyway, brewers using rice in their beer =\= a “Japanese Lager”—it’s a made-up style in that sense—but I don’t think you can write off the possibility there are distinct ingredients and processes that make Japanese-made rice lagers a style of its own…

I called it a fiction and some poor widdle cwafters went a bit boo-hoo. But were they right? It is always important to understand you may be 100% wrong 100% of the time. So let’s see.

First, the thing is even with that narrowing of focus that Ms. Pfäfflin recommends, we have to consider how late brewing beer came to Japan as well as how rice came to be in beer. Until around the time of the US Civil War in the mid-1860s, Japan was governed under a feudal system which had a strict cultural and economic isolationist policy that the western powers were actively seeking to break down. Breweries founded in the ensuing Meiji period were European and even American affairs. As I mentioned last November, the Spring Valley Brewery, founded in Yokohama in 1869 by Norwegian-American brewer, William Copeland. That brewery later becomes the Japan Beer Brewery Company and then Kirin. In line with the new general national policy of opening up to industrialization, what is now Sapporo was founded by what looks like a government agency, the Hokkaido Development Commission which hired Seibei Nakagawa, a Germany-trained brewer, as its first brewmaster in June 1876. Sapporo still brews Yebisu a Dortmunder/export lager, and Yebisu Black, a dark lager which were  first brewed in Tokyo in 1890 by the Japan Beer Brewery Company. These breweries were brewing German beers. As the CEO of Kirin Brewery, Kato Kazuyasu, in 2011 stated:

The Japan Brewery Company shared its primary objective of brewing authentic German beer. Veteran German brewmasters were recruited and the most advanced equipment and steaming systems of the time were acquired, all under the mantra of providing Japanese consumers with the most authentic quality and satisfying taste possible…

Now… consider Japan’s next few decades. Expansionist military imperial government leading through the Russo-Japanese War of 1904-05 through to the end of WWII. European influence continued in partnership with government industrialization policy as described in the 2014 article “Structural Advantage and the Origins of the Japanese Beer Industry, 1869-1918” by Jeffery W. Alexander*:

Like Kirin Beer, the firm that we know today as Sapporo Breweries Ltd. underwent a rather complex evolution – one that would take twice as long to unfold and would involve four unique phases through 1949. The first three of those phases are of interest to us here, for between its founding as a government-directed and development project in 1876, its reestablishment by private investors as a limited company in 1888, and its merger with two major rival brewers in 1906, the brewery received extensive technical assistance from a variety of foreign experts.

Through this merger, the Dai Nippon (Greater Japan) Beer Company, Inc. was created on 26 March 1906. It was only broken up in 1949 as the Allied Occupation forces sought to reverse the imperial policy of concentrated economic power. And, as Alexander states, beer in Japan “was brewed, advertised, and sold in Japan as a proudly German-styled commodity into the late 1930s.”

After WW2, the United States occupied Japan from 1945 to 1952. There was an economic boom starting in 1950 due to the UN using Japan as it base for the Korean War. Starting at this time, breweries like the smaller Orion shifted from German style brewing to beers which more reflected American tastes. Not much of a vernacular brewing tradition to this point. For the next few decades that consolidated industrial approach continued as a handful of macro industrial brewing supplied the market (as Alexander states elsewhere**) “until Japan’s government decided in 1994 to again permit small-scale brewing.” Kirin held over 60% of the market during those years and competition was primarily related to draft innovations, packaging design and the dry beer market. Japan’s generic international-style macro adjunct lagers which required a minimum of 67% barley malt*** were joined by sub-standard happoshu starting in 1994 and in 2004 sub-sub-standard zero-malt dai-san biiru, a third-category beer all to feeding, one supposes, the salaryman market.

As Lisa Grimm explained in her 2018 Serious Eats article, early Japanese small breweries replicated the adjunct lagers:

The first craft brewery to open in Japan was Echigo Beer, and they struck something of a balance between the entrenched ‘dry’ beer trend and German- and American-influenced craft brewing techniques. In addition to pale ales and stouts, they also made (and continue to make) a rice-based lager that competes with the bigger players in the market—something of a gateway beer.

By twenty years ago, the Japanese branch of the globalist craft beer movement was moving at pace. Created in 1996 as the brewing division of an establish sake maker, Kiuchi, Hitachino Nest is one of Japan’s best known craft brewers. Its Red Rice Ale is first logged by a reviewer at the BeerAdvocate in 2002. So it’s done… even if only as a recent thing. But whatever is done, like German lager brewing in the later 1800s as well as US macro brewing in the mid-1900s, it is being done on the crest of another wave of globalist economic and technological innovation – craft.

So when you read about an American-made Japanese pilsner “brewed with rice in the Japanese tradition” you have to understand this is really a sort of untruth. And a bit of cultural appropriation, I suppose. Rice in beer is an American innovation. American restructuring of the economy of Japan in the mid-1900s introduced rice into beer brewing because that is how Americans brewed. But that may make it actually a sort of truth as long as we set aside the fibs of craft and look at the situation with a more open mind. Let’s continue to look around a bit more.

When does rice get into beer? In Ambitious Brew, Maureen Ogle tells us in detail how Adophus Busch in the 1870s experimented with a form of what looks like a decoction brewing method which had eight pounds of rice to every five bushels of high quality barley.**** Light and bubbly beer. Tremblay and Tremblay explain how rice is used in the best US adjunct beers still to produce the effect they call “crisp” with again a fairly limited amount being all that is required. Budweiser, Coors and Miller Genuine Draft all having just under 5% rice in the mash which include +/-20% other adjuncts.***** They also explain how around 1950 US national advertising of beer hits its stride with Anheuser-Busch, Pabst and Schlitz being the premium brands.****** What America wanted. Home or away. It is so popular that the brewers of Canada in the mid-1920s******* during US Prohibition started brewing rice beer to serve the huge and very lucrative bootleg market. Including in Japan where they were the occupying government restructuring the economy including a oligarchical macro brewing industry that stayed in that form of few players, big players for the next 45 years. Which makes Japanese premium rice lager US premium rice lager.

Not only does rice make beer crisp, it makes production cheap. Barley malt is the best barley, the rest going to cattle feed and Scottish soups. Rice for brewing, however, is broken rice:

As brewing adjunct, rice has a very neutral flavor and aroma, and when properly converted in the brewhouse it yields to a light clean-tasting beer. Rice for brewing is a by-product of the edible rice milling industry, any kernels that may get fractured during the milling process (~30%) are considered undesirable are therefore sold to the brewing industry at a cheaper price. ********

The adoption of rice in brewing was part of a general move over decades to move away from heavier foods and drink, what Tremblay and Tremblay call “the growing mass appeal of lighter beer which drove most of the domestic brewers of dark beer out of business.“********* Short-grained or japonica rice is preferred in brewing.+ Japan’s brewer ride that wave, too, as part of the globalization of US macro industrial adjunct lagers that made Carling out of a Canadian beer, gave Kenya Tusker, gave Australia Fosters, etc. etc.

One more thing. How does rice get to the US to get later into the beer? In The Cooking Gene Michael W. Twitty explains how the Asian strain of rice came to colonial America in 1685  care of a very lost ship from Madagascar. Captured and enslaved people from Africa who knew how to grow rice were used forced agricultural labour and by 1770 150,000 acres of the US eastern shoreline were slave labour concentration camp rice plantations with 66 million pounds produced annually.+* After the US Civil War, about when Japanese isolationism policy weakens, rice production drops with emancipation but then shifts inland and become mechanized in Louisiana and Texas which, by the 1890s, are producing 75% of the US rice crop.+** Which creates a lot of broken rice for brewers, notably quite distinct from the top quality rice used in sake.+***

So if, starting in 1685, short grain japonica rice comes to the US, becomes a massively valuable cash crop with a very useful by-product of broken rice that is found to have a role in US macro brewing and then is taken to Japan as part of the post-war era of US Occupation… hasn’t that strain of rice circled the globe over about 260 years? And hasn’t the history of Japan been so affected by these global influences… even if they are arguably economic colonial or even technological hegemonistic influences… that their culture legitimately has a tradition of international rice adjunct premium lager that could be called “Japanese rice pilsner”? Hasn’t Japan’s brewing history been almost entirely based on international influence from the 1860s to now? But can you have a national tradition which is not… vernacular? I will leave that question with you as you next look at a bottle of craft beer labelled Japanese traditional rice pilsner which says “made in the USA” on the back. +****

Nice. There. Done. For more check out the updates from Boak and Bailey mostly every Saturday and from Stan every Monday, plus more with the weekly Beer Ladies Podcast, and at the weekly OCBG Podcast on Tuesday and sometimes on a Friday posts at The Fizz as well. There is a monthly sort of round up at The Glass. (Or is that dead now?) There is more from the DaftAboutCraft podcast, too. And the Beervana podcast. And sign up for Katie’s irregular newsletter, The Gulp, too (… back this week!) And check out the Atlantic Canada Beer Blog‘s weekly roundup. Plus follow the venerable Full Pint podcast. And Fermentation Radio with Emma Inch. The AfroBeerChick podcast as well! And also look at Brewsround and Cabin Fever. And Ben has his own podcast, Beer and Badword (which I hope is  revived soon…)  And remember BeerEdge, too, and The Moon Under Water.

*Brewery History (2014) 158, 19-37.
**“Brewed in Japan – The Evolution of Japanese Beer Industry” (UBC, 2013) sample introduction at page 5.
***Not the main ingredient as some claim.
****Ambitious Brew (Harcourt, 2006) at pages 76-77.
*****The US Brewing Industry (MIT, 2005) at page 7.
******Ibid., page 52-53.
*******The King v. Carling Export Brewing & Malting Co. Ltd., 1930 CanLII 46 (SCC), [1930] SCR 361 at page 373.
********“The Use of Rice in Brewing” in Advances in International Rice Research (InTech, 2017) by O. Marconi et al. at page 57 as well as this at page 51: “Usually, brewer’s rice is a byproduct of the edible rice milling industry. Hulls are removed from paddy rice, and this hulled rice is then dry milled to remove the bran, aleurone layers and germ. The objective of rice milling is to completely remove these fractions with a minimal amount of damage to the starchy endosperm, resulting in whole kernels for domestic consumption. The broken pieces are considered esthetically undesirable for domestic use and sold to brewers at a low price. Rice is preferred by some brewers as adjuncts because of its lower oil content compared to corn grits. It has a very neutral aroma and flavor, and when properly converted in the brewhouse it results in a light, dry, clean-tasting and drinkable beer.”
*********Tremblay and Tremblay, supra, at page 107.
+O. Marconi et al., supra, at page 50.
+*The Cooking Gene by Michael W. Twitty (Amistad HarperCollins, 2017) at page 243.
+**See Wikipedia article “Rice production in the United States” at section on 19th century.
+***See MTC Sake and Home Brew Sake websites.
+****Heck, name a brand “1685+1876+1945+1994=???” if you like.