The office goes to Sweetwater
My company took us to Sweetwater Brewery for a VIP drinking session and tour yesterday (a mandatory monthly social). Obviously I was as giddy as a schoolgirl. Unfortunately, all of my pent up expectations were soon dashed against the rocks. Perhaps that’s a little harsh.
I’d never had the highest opinion of Sweetwater, but after asking for their heaviest beer and being served a decent IPA, it plummeted. Seriously? A 6.5% ABV IPA? Don’t get me wrong, it was a pretty tasty IPA. But it was the only beer I had there that I would actually pay money for, and I tried 4-5 brews. I can’t remember exactly…
Sweetwater had a band playing outside on the patio, which was overrun by college students. There were also a few dogs, one of which captured my sentiments of Sweetwater exactly. Just check out this pooch, taking a drag on a cigarette as if to say “Eh.” Atlanta could definitely use a new microbrewery. If only someone would step up to the plate…
UPDATE:
I was going through the archives and stumbled upon this bad boy of a post. It sounds pretty derogatory towards Sweetwater, which was definitely not my intention. In truth, I love their 420 and IPA and they put out some pretty dern good seasonals too. Sweetwater has done more than any other brewery for beer in Georgia ? and for that I applaud them. I think my biggest gripe isn’t so much a gripe with them but with the beer market in Atlanta in general. There are precious few native beer choices for the non-Southern frat boy. Something we’re hoping to correct, since many Atlantans are transplants.
Beer = Energy
A recent AP article highlights collaboration between a Foster’s brewery in Australia and a bunch of scientists. They figured out a way to convert brewery waste water (generally higher in sugars) into clean water and energy. I’m thinking Joel (Mr. Operations) needs to figure out a way to do this for us. With our monster volume we could probably power a remote-controlled car or something.
Who knew that Brooklyn had something to offer us
The MNB gang has been circulating beer books for awhile as a form of general knowledge building. Beer School (Hindy/Potter) has recently been passed on to m by our pal Joel. This book chronicles the rise of the Brooklyn Brewery.
While I’m not necessarily sold on Brooklyn’s beer (their chocolate stout tastes like pure alcohol), the book itself is quite interesting. I’ve arrived on a few key insights pertinent to us as we continue our quest towards owning a micro.
Joel, feel free to add to these as you see fit.
- Distribution is going to be a key component, especially being able to achieve decent distribution early on in the process ? and Georgia’s distribution laws are… how you say… old-fashioned.
- Brooklyn Brewery overpayed for their lame logo and I’m glad that we will be able to do most of the creative in-house (at least initially)
- Seriously, Brooklyn Brewery’s logo is lame. You’d think it was a gift from the beer gods as they dedicated an entire chapter to how cool it is.
- We need to create defined roles and a defined mission (working on the roles, I think we’ve nailed the mission)
- Connecting to the community in which we brew is important and necessary
- We can totally do this. The Brooklyn Brewery guys were also homebrewers. Both were English majors. Tom worked for a bank, Steve was a journalist.
If anyone else has any insight they’d like to share ? or a good book we should read ? let us know.
Aaaagh! There’s whiskey in my beer!
We thought we’d seen the last of the whiskey porter. That dreaded frat brew that was more liquor than beer. I guess that’s what happens when you pour half a handle of Maker’s Mark into a mere five gallons of fermenting beer. If you haven’t caught the reference yet, be sure to check out Joel’s long-winded but ultimately entertaining post on “the ultimate frat brew.”
Fortunately, this time it is not Georgia Tech frat boys, but legitimate brewers, venturing into the land of whiskey and beer. Flying Dog Brewery has released a limited edition whiskey-aged Gonzo Imperial Porter. Apparently there are only 5,000 bottles being produced, so there’s little chance of us small-timers getting our hands on some. However, Chris at Hail the Ale! has written a review on this sucker, as has The Brew Site. Both reviews give me the impression that Flying Dog did not, in fact, resort to dumping Jack Daniels into the beer. Not that that’s a bad thing ? if you’re into that.
Interestingly enough, this whole beer + liquor theme has been a hot little potato lately. Reelbeer.com just did a little diddy on the relationship between microbrewing and microdistilling. I’m thinking our next brew should be a kiwi lager infused with vodka.
All signs point to YES
Jeffrey at Wort’s Going On Here? recently posted about an article outlining the positive trends in craft brewing. His comments:
According to a Boston Patriot Ledger article, craft beer sales have risen 30% versus mainstream beers 2% increase, driven by the American public’s desire to enjoy premium items, like artisanal foods, gourmet popcorn and ice cream. Boston Beer company, maker of Samuel Adams, grew 17% last year, and Harpoon Brewery grew 14%. Even Coors Brewing Company’s Blue Moon beer has grown 20%!
I choose to view this article as a personal sign from God that our efforts in attempting to establish a micro will be rewarded. Thank you God. Now, please send us another sign. Perhaps have Joel and/or Jeff fired from their current jobs and escorted out by security?
Many thanks to Jeffrey for the tip.
Respect Beer
The NYTimes is doing its part to elevate the craft brewing industry. They recently published an article on Todd and Jason Alström, founders of beeradvocate.com. While American interest in genuinely good beer has been on the rise for years, it is good to see the major media picking up on it ? and endorsing it. From the article:
?I go to a really high-end restaurant, and they come out with a really nice wine list and a book of cocktails, but the beer list is just something the waitress recites and they?re all awful,? Todd said. Jason adds, ?That really disturbs me. But some have caught on and they really get it.?
?It?s a lost opportunity,? Todd insists. ?They could offer such great beers. Beer enthusiasts need to be more vocal, they need to say something!?
More vocal, eh? As in, supporting a soon-to-be microbrewery dedicated to brewing great beer and increasing community? Let’s all go picket Applebee’s!
Finally, a big brewery that admits as much
There’s been a trend lately of big macrobreweries putting on airs that they are all artsy and micro (A-B has a new “microbeer” clone that almost sucked me into buying it… till I saw the manufacturer). An article on brandchannel.com tells the tale of Carlton Draught, an Australian beer that is keeping it real. An excerpt from the article:
Australians have a reputation for being earthy, honest, and (upon occasion) even somewhat blunt, so one shouldn’t be surprised to learn that the website of Carlton Draught, one of the country’s bestselling tap beers, fulfills all of those criteria beautifully. Take, for instance, the Carlton Draught tagline: “Made from Beer”?did you really think that it would be made from anything else? Or the outdoor advertising campaign, which has a portfolio of posters that proudly proclaim that the beer is “Brewed in a big metal thing,” “Handcrafted with big machines,” and “Made from only the most attractive yeast”?if that last slogan sounds confusing (or gross) a quick look at the billboard will most definitely put you straight.
Brewed in a big metal thing… brilliant. And it’s funny because it’s true.