Industry Marketing – Page 11

Ti-Jos: Something That Won’t Make The Beer Book

Somethings just won’t make the book on Ontario’s beery history that I am writing with Jordan. I am working my way these days through the period after our version of prohibition ends in 1927 until, roughly, the beginning of microbrews in 1985. Jordan is back there somewhere untangling the Victorians.

This image is one from a regular series of serial cartoons placed in Ontario newspapers by Labatt during WWII under the pen name Ti-Jos. They are obviously patriotic but there is a theme of moral economics that flows through the set. They are set largely in the home or shops but the message is about what citizens need to do on the home front to aid the war effort. In this edition, you better damn well not be spreading rumours if you don’t want shortages.

Which is my message for each of you today, too.

Big US Craft Apparently Has Bifurcated Lobbyitus

Interesting piece on the impending decisions to be made in relation to Federal excise taxation for beer in the US over at MSN Money today:

…The Brewer’s Employment and Excise Relief (BEER) Act, which is promoted by Washington-based beer industry group The Beer Institute, is expected to be introduced later this year and would reduce excise taxes on beer produced by brewers large and small. Past versions of the bill recommended cutting the tax from $18 per barrel to $9 for large brewers while also cutting the tax for small brewers from $7 per barrel to $3.50.

The competing Small Brewer Reinvestment and Expanding Workforce, or Small BREW Act, promoted by craft beer industry group The Brewers Association would cut the federal excise tax on beer from $7 a barrel to $3.50, which is placed on a small brewer’s first 60,000 barrels produced per year. After that initial 60,000 barrels, small brewers must pay $18 per barrel, which would be lowered to $16 under the bill. More importantly, it would expand the tax code definition for a “small brewer” from one that produces 2 million barrels or less to one that produces 6 million or less.

See, this is how relationships end. As the article describes, brewers like Boston Beer Co and Sierra Nevada are active members of both the Beer Institute and the Brewers Association which are lobbying for distinct and conflicting tax regimes. Not sure that this in itself is enough to create “a rift in the beer industry that could signal last call for the ‘craft’ title” as the author suggests but the implications are interesting. First, the government has to decide the matter one way or another. There cannot be two systems of the one excise tax. Second, the actual small craft brewers who make up the majority of the Brewers Association may soon have to decide whether being led by big craft brewers who look a lot like big macro brewers makes any sense. Either way, it won’t be controlled by big craft.

It would be comforting to know that this question was actually being discussed at the Craft Brewers Conference but the Twitter feed for #CBC13 has all the diversity of first night at summer cult camp. Crazy kids. They just can’t stop marketing – even to each other! One can hope that Congress’s governing leaders will have the sense to reject the idea of including the expansion of 2 to 6 million barrel definition of “small”. It is all fun and stuff but, given the state of the nation’s finances, buying into that sort of belief system isn’t very helpful especially given the clear focus offered by the Beer Institute’s characterization of the implications as “a giveaway to a handful of brewers that each are worth more than a billion dollars.” A billion? That’s a large number.

Maybe Beer Helped Create Violent Tyranny?

I find this beer “created civilization” line going around funny. Sure, it is an easy cut and paste story for bloggers needing to fill space. And, sure, it is an easy story for a newspaper to run. But really?

Hayden told Postmedia News that “there are lots of implications” of the team’s findings, and that “brewing was just part of the picture” during humanity’s pivotal shift to settled, stable communities with enough food supplies to foster more complex cultural developments. But beer-making, he added, was one factor “that we think was important in making feasts such powerful tools for attracting people and getting them committed to producing surpluses.”

Attracting people? Getting them committed to producing surpluses? Such verbs we choose for such things. How about rounding them up, enslaving them and forcing them into labour to provide an oligarchical hierarchy based on grain monoculture with the rich rewards of being the enslavers going entirely to the enslavers. How about the slaves were perfectly happy in their outlying tribal hunter gatherer lives beyond the fields of horror filled with barley they will never taste and certainly never chose to grow. It is lovely to hope and wish and, sure, springtime is upon us giving us thoughts of baseball and everything but is there any evidence that the step towards brewing-focused agriculture in any way formed the basis what we value today as “civilized”? Maybe it just occurred as a crop contemporaneous with, say, turnips.

Did turnips found civilization? Could well be. Like mostly anything could well be. Like shackles and whips.

Who Is Afraid Of Facts On Beer Bottles?

Interesting if light-ish article from the publication The Drinks Business on the question of labeling beer with their caloric content:

According to public health minister Anna Soubry, officials have been in talks with the drinks industry about the possible inclusion of calorie content on labels. Ministers are hoping that displaying the calorie content in beers, wines and spirits could encourage those who are watching their weight to drink less. Most manufacturers already include information on units of alcohol on labels in a voluntary agreement with the Government. A recent study by the Drink Aware Trust has linked the large amount of calories in alcoholic drinks to people being overweight and obese.

Makes perfect sense to me. Every box of crackers in the cupboard tells me how many calories are in a handful already. I can look up the calories in meats and other ingredients because they are fairly standard measure as these things go. But a beer is not a beer is not a beer. Who knows what people are sticking in there and what it means over the long term? Some of the big bombs out there might as well be mugs of piping hot icing and should be handled with great care. And the drive to have more proper sessionable low alcohol beers might get a kick if the truth about stronger stuff were wildly known. Makes sense.

And why stop there? One thing that drives me a bit nutty are abstract standards like the UK’s absolutely silly use of “units” as a measure of alcoholic strength. What we need on a bottle is the actual ml of pure alcohol. A 500 ml can of 7% of semi-DIPA has 35 ml. Two of these innocent pals are well within the ball park of a 750 ml corked top bottle of that swell 10% beer but far less, err, red flaggy. Is it too much to ask for a universal standard based on a standard that is basically universal?

Is there pressure to keep this sort of information away from the beer buying public? Or do you actually just not want to know. Are they, like price, things of no interest to the… umm… passionate?

What Does A Critique Of Beer Culture Look Like?

I’ve been thinking more and more about the framework of the beery discourse and what has gotten us to this point. Still no comprehensive US history of beer. Still we live with the very language of beer controlled by organizations with middle managers, accountants and committees. And a growing trend such that, like things polysynthetic, the task of learning and describing the state of good beer appears to include a lot of creative writing – as in creation of the thing purported to be the subject of study. Not sure these are good things. There are stands being taken. I keep coming back to a post Jeff wrote a few weeks ago called “I Feel A Veto Coming On” in which he announced his rejection of a certain sort of beer:

…I must institute a similar policy with any experimental beer using crazy ingredients. I’m going to start from the position that anything that might plausibly be sold as a candy bar, salad, or entree is not worth drinking.

See that? That’s a position being taken. And one that makes sense. If you think about it, if the experimental beer is based on the adding of “not beer” to “beer” it is clearly a distancing of itself from beer. A dilution. A covering up. A distraction. One need not inaugurate the Protz Shield and Papazian Cup to point out the weakness in a trend or a shape shifting of the market. So, I take up Jeff’s policy and ask you to consider doing the same thing. Maybe 2013 is the year we can put the focus back on the beeriness of beer.

This Is How US Craft Beer Will Kill Itself

An odd, coordinated set of press releases today from the US Brewers Association (BA) and its leading members via any number of media can be summed up in the final section of the statement:

The large, multinational brewers appear to be deliberately attempting to blur the lines between their crafty, craft-like beers and true craft beers from today’s small and independent brewers. We call for transparency in brand ownership and for information to be clearly presented in a way that allows beer drinkers to make an informed choice about who brewed the beer they are drinking. And for those passionate beer lovers out there, we ask that you take the time to familiarize yourself with who is brewing the beer you are drinking. Is it a product of a small and independent brewer? Or is it from a crafty large brewer, seeking to capitalize on the mounting success of small and independent craft brewers?

The first sensible reaction is, of course, who cares. But then you read the variation on the theme by Papazian with its needy and slightly offensive reference to Founding Fathers and blindness to the good jobs offered by the 94% of the beer market served by big beer, well, you just shake your head. Never mind that some US craft brewers are big enough to have multiple breweries and large ad budgets. Never mind that many US craft brewers use much the same processes slammed by their trade association as marks of falsity if not signs of the end times. What is most annoying is that the whole construct is based on the faulty definition of what is craft – therefore good – by the BA itself.

Whether it is the BA-named Shock Top or its step-cousin the BA-silent Matilda, each ultimately produced under the Anheuser-Bush InBev corporate umbrella, there are plenty of examples of perfectly good well priced beer made by brewers who do not qualify for BA membership. There are also plenty of duds and plenty of highly questionable value propositions placed on beer store shelves by BA members. Again, few are special, most are solid work-a-day folk and some suck. Given that, launching on another David v Goliath fight based on a questionable self-generated definition of “craft” without reference to the sort of quality and price determinations the consumer has to make when out buying beer is a dead end. It is thin stuff that most can spot. All that I can see is that I have been reminded that the bigs are making some tasty beer now at a pretty good price.

As I said, odd. But these are instructive moments. Look to see who lines up behind the press release, repeating the arguments. Ask yourself why. As long as the view of the consumer is not the focal point for the discourse, one has to be very careful about such things, sifting what is independent opinion from what is generated due to one’s job description.

Ontario: Finally A Beer Fan Video I Like

Remember a few years ago when there were all those needy videos about “I Am Craft Beer” on YouTube and everywhere else that went on and on as if all brewers were demi-gods, all good beer fans were long lost friends and lovers and craft beer was what would fuel that rocket ship that was going to get us all to Mars? I know. It’s a bit embarrassing when you look back at it, right?

Well, I have to say that this new vid-ad-eo for Ontario Craft Brewers is a far better take. No phoney hero worship or weird cult-like claims to community. It’s just about the first time you had a good beer. Sure there is that waaay over caffeinated editing but the theme is actually about something that is real – the recollection of your first good beer… the one that you can at least recall, that is. The most fun for me is that it was filmed at the Brewers Plate 2012 that I attended in Toronto back in April and features the folk I hung out with. But not Jordan. I don’t know if he was rude or all mumbly when he was asked the question on camera but he didn’t make the final cut. Josh did. Clow did. And at 1:24 you do get a semi-slo-mo Mr. B. drinking shot. That is one of the ages. They even cut the clip of him before the beer shot out his nose, too, so that is good.

Most of all you get folk who know, work with or just like good beer in action shots displaying their fondness of good beer. From goofy to earnest. No scripts. No great plan. Just the thoughts of people at the gig invited to say something for posterity. I like it.

Friday Bullets For The Week Of The Blackout

The power went out. From 3 pm to midnight yesterday. Sat around in one room for the evening and marveled at the power of the battery. I tweeted and listened to radio. Ice was to blame. Ice from the sky. Fortunately, it appears to have rained all night washing away the coating. A few trees in the neighbourhood fell. Now, there is good reason to have those ribs in the freezer:

♦ I like beer as much as the next guy. Probably more. But I am not sure why one of Ontario’s less interesting brewers deserved $1,000,000 in tax support annually.
♦ Really? I assume the PM does not know every implication of every Federal legal brief. And besides. If the brief was correct in relation to same sex marriage, it also means that the same is true for different sex marriage – if you don’t meet a foreign level of consanguinity in your home country, a Canadian marriage would not be valid. No one believes that.
♦ Let’s be clear, then. I am the guy who backed Harper this week, not the National Post. No Senate reform, please. No need to entirely lock up Federal governance, Steve.
♦ Scots apparently are not free to make up their minds. Time to revive the Declaration of Arbroath. “It is in truth not for glory, nor riches, nor honours that we are fighting, but for freedom – for that alone, which no honest man gives up but with life itself.” Makes you weepy just thinking about it.

There. Done. Gotta work one more day before the gorging of rib fest begins. Thanks, blackout, for reminding me to make time for ribs.

Time For A New Dialogue About US Good Beer

Interesting intervention in a rather over the top bitching session over at the Beer Advocate pointing out the disfunctionality of a large part of the discourse. In response to some wildly weirdly accusations about which breweries in the US are “over rated”, Sam Calagione of Dogfish Head in response went off:

It’s pretty depressing to frequently visit this site and see the most negative threads among the most popular. This didn’t happen much ten years ago when craft beer had something like a 3 percent market share. Flash forward to today, and true indie craft beer now has a still-tiny but growing marketshare of just over 5 percent. Yet so many folks that post here still spend their time knocking down breweries that dare to grow. It’s like that old joke: “Nobody eats at that restaurant anymore, it’s too crowded.” Except the “restaurants” that people shit on here aren’t exactly juggernauts. In fact, aside from Boston Beer, none of them have anything even close to half of one percent marketshare. The more that retailers, distributors, and large industrial brewers consolidate the more fragile the current growth momentum of the craft segment becomes. The more often the Beer Advocate community becomes a soap box for outing breweries for daring to grow beyond its insider ranks the more it will be marginalized in the movement to support, promote, and protect independent American craft breweries…

It is a weird response. It could have been just “screw you, I do what I want.” It could have been about how the BAers had become jaded. Both of which are pretty much true. But no. No, we get handed that old saw about how we are all in one boat together and how Team Craft Beer has to pull all in the same direction. See, we need to support “breweries that dare to grow” because, like the flower, they are fragile. It is a call to not be a consumer. It is a call to be something between a co-conspirator and a patsy. Never mind, as Jay points out, there are a an ever expanding huge number of craft breweries in the US. It sounds like we are asked to pay, accept and put up with a craft movement well into its third or fourth decade. But then look at the response. “Sorry!!” “Didn’t mean you!!” “Were would we be without you?” “You are the wind beneath my wings.” It’s the Stockholm Syndrome, good beer version. Would someone respond in the same way if the head brewer of, say, 1900 of the 1952 craft breweries had responded? Not likely. It takes celebrity to get a response like that. Excellent.

There has to be a better way. The part of the good beer trade that pays for everything, the consumer, has to be treated better than this. And the consumer has, in turn, to learn to be more intelligent and well spoken if they are to be taken seriously. The current dialogue this thread exemplifies does not really provide as much as it could or should. Saying that “Bells, Founders, FFF, Surly, RR, DFH, Bruery, Avery, Cigar City, Mikkeller are all overrated” is just weak minded. As Calagione goes on to point out, much to his credit, each of these breweries make a range of beer some of which are to many people’s taste. And, to add to that idea, for the most part they are well priced for what they offer.

But some are not. And that is the point of “over rating” a brewery. It is not enough to slag the complaint makers, however thick. Over priced, over packaged and overly precious beers deserve being called over rated. I don’t care if you have passion, try really really hard or dare to grow. It’s up to me – and each of you – to determine if a beer is a bust or not. If it is worth your money. You want to pay for daring and the duds that that entails, feel free. Me, I like good beer at an honest price.

Is This The Gold Standard Of Brewery Tours?

I have been on a lot of brewery tours. In Halifax in the early 1980s it was a euphemism for college kids being locked into a room at the brewery and given all the beer they could down in a Friday afternoon hour. More recently, it’s the chance to hear craft brewers explain their processes. At one Japanese brewery, however, it’s now a chance to test out their equipment and your own ideas:

Soon they called our group, and we entered the brewing room. Our brewmaster sat us at a picnic table and brought us more beer. She asked us to taste all of their standard brews and choose one to use as a base for our own beer. We chose an amber ale and increased the alcohol content by adding more sugar, in the form of grain, for fermentation. We also increased the amount of hops added to bring up the bitterness and add more flavor. The whole process took about four hours and we did all the important things ourselves. We measured out the grain, milled it, threw it in a pot and boiled it. There were even tasks — as our brewmaster warned us — that, if done incorrectly, would allow bacteria to contaminate our beer.

I like this concept – even if the cost of $235 for a delivery of 15 litres of beer seems a bit much. But for all I know that might be the cost of a donut and coffee there, too. The brewery in question is no dud – the Kiuchi Brewery in central Ibaraki Prefecture is the maker of the Hitachino Nest line of craft beer imported into North America like this stout and this wit I had a few years back.

Could it happen here? I don’t know. There are likely 15,387 regulations between here and there but what a great way to reach out to your customers and to let them know how your business works.