Beer
Downfall of the beer lords
Budweiser sales are slumping, hurt by tough times and changing tastes. Did people forget about beechwood aging?
Woe to the mega-brand. Big beer is hurting, squeezed at both the low and high end. Bud, Bud Light, Miller, Miller Lite, Coors — sales are down, significantly. Meanwhile, craft beers — defined as breweries shipping under two million cases a month — continue to enjoy steady growth and cheap “sub-premium” beers — Pabst Blue Ribbon, Keystone Light — are flourishing.
The recession gets the bulk of the blame. Unemployed American men aged 21-30 aren’t buying as much beer as they used to, and when they do imbibe, they’re going for either price or quality, and eschewing the mass market mid-range.
So what’s a megabrand CEO going to do?
Improve the product? Don’t be ridiculous. Tweak the marketing!
On Monday, the Wall Street Journal published an entertaining interview with Carlos Brito, the Brazilian CEO of InBev, which caused a fuss among red-white-and-blue Bud drinkers when it slurped down Anheuser-Busch in 2008.
The first question:
WSJ: How will you shift your marketing of Budweiser to revive the brand in the U.S.?
Mr. Brito: We have to do a better job of reinforcing the foundations of the brand. We haven’t reminded people it’s a different brewing process than all other beers out there. In the U.S., we haven’t talked much about [beechwood aging] for years.
Beechwood aging! The miracle drug — it can cure everything, including the first annual sales decline in 28 years for Bud Light!
Before I go into full rant mode, let me try to nip the incipient beer war in the comments in the, uh, bud, by noting that I grew up in a household where Budweiser truly was the king of beers. I have a warm affection for the brand, and at certain times in certain bars, a Bud longneck feels like the right and only choice to me. However, as longtime readers know, Sierra Nevada Pale Ale won my heart almost 20 years ago (and director Judd Apatow’s too, apparently, considering how often the beer appears in his movies). I like a hoppy beer with lots of flavor, and I appreciate Sierra’s dedication to their craft. Recession notwithstanding, it is no surprise to me that craft breweries are thriving while the Budweisers and Millers of the world are floundering. What else would one expect when the bright idea to boost sales is to spend millions of dollars getting the likes of George Clooney to croon the words “beechwood aged.”
For the uninitiated, beechwood aging refers to a fermentation process that uses beechwood chips to increase the available surface area for yeast cells to adhere to, thus accelerating the process by which the yeast sucks various bad-tasting chemicals out of the brew. We’re not talking stately beechwood casks imparting deliciousness through the slow passage of time. The purpose of the technique is to speed up the brewing process and get beer out the door faster.
I’m sure the recession is probably villain number one when explaining declining megabrand beer sales. But there’s another narrative at work here: one in which Americans shake off the mindless brain-washing of mass marketing campaigns and seek out quality and authenticity. Yes, I will grant that there is an elitist, class-based element to the organic food, locally produced, DIY, home-made craft movements; I’m sure one reason why craft beers are surviving the recession better than Bud Light is simply that craft beer drinkers tend to have more disposable income. But we are also, in some sense, growing up culturally; we can’t be as easily swayed by the Mad Men as as we once were; we have more options to bypass the tastemakers and seek out information and distribution channels that deliver to us what we really want rather than what we are told we should want.
We’ve got a long way to go, but when I hear that the megabrands are in trouble, I hardly feel alarmed. Let the mighty fall, and let a thousand local microbrews take their place. Our tastebuds will thank us. And when we’re in a tight spot, PBR will always be around to offer up a cheap thrill.
Andrew Leonard is a staff writer at Salon. On Twitter, @koxinga21. More Andrew Leonard.
A new low for Wisconsin politics: Beer wars
Targeting public sector unions is bad enough -- but craft brewers? Does the state have no shame?
Beer being poured during a tour of Sprecher Brewery in Glendale, Wis. Could Wisconsin Gov. Scott Walker really be waging war against craft brewers? According to a group of highly vocal small brewers in Wisconsin, a piece of legislation backed by the mega-brewer MillerCoors and approved last week by the state Legislature’s Joint Finance Committee will unfairly restrict the ability of small craft breweries to operate their own businesses. Walker, say the critics, is selling out the little guy in favor of an out-of-state corporation that contributed $22,750 to his election campaign.
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Andrew Leonard is a staff writer at Salon. On Twitter, @koxinga21. More Andrew Leonard.
How to enjoy your beer
Experts teach us ways to savor the drink that too often gets mindlessly chugged
Most of us know you’re supposed to swirl and sniff a big California Cabernet in a giant wine glass, or linger over a smoky Scotch in a snifter. But when it comes to our beer, we’re clueless: We chug our bottles ice cold and let our suds sit around in a plastic pitcher. “With beer it’s often drinking without thinking,” bemoans Ray Daniels, a former Chicago home-brewer expert who runs Cicerone, one of the country’s only beer sommelier certification programs. “We turn our analytical minds off when we drink it. But every beer tells a story,” he adds. “It has a beginning and a middle and an end.”
Continue Reading CloseDo we need a gender-neutral beer?
Carlsberg introduces a sleek new line of brew to appeal to both sexes -- because regular beer was just too manly?
Carlsberg Copenhagen: a beer that won't get your panties in a bunch. Everyone knows that men drink beer for its fine texture, its smooth, deep complexion, and a third thing. Meanwhile, us women drink beer when the bottle matches our dresses and brings out our eyes, or when they run out of kamikaze shots at the sports bar we’re sitting in, trying to meet men.
That was actually supposed to be a joke, but then I read the thought process that went into designing the new Carlsberg Copenhagen, a beer designed to appeal to both men and the little ladies:
Continue Reading CloseDrew Grant is a staff writer for Salon. Follow her on Twitter at @videodrew. More Drew Grant.
Beer-braised sausage and kale pasta
Best served hot, maybe after a snowy trek through German forests
This entry to the Salon Kitchen Challenge comes to us courtesy of Dave Copeland. We haven’t had a chance to try this recipe yet, but would love to hear about it if you do!
This is a play on Gruenkohl und Pinkel (kale and sausage), a North German specialty traditionally served after “Gruenkohlfahrt,” which is a brisk hike accompanied by schnapps and followed by a meal with a dish similar to this one as a way to celebrate winter.
Continue Reading CloseSan Diego to consider banning offshore boozing
The City Council will look into closing a loophole in ban on beach drinking. People on boats exempted
The City Council will consider letting the air out of “floatopia” parties that involve thousands of people boozing it up on inner tubes just offshore.
The council was scheduled to meet Monday to consider closing a loophole in the city ban on drinking at the beach.
An amended version would ban seagoing boozing by floaters, swimmers, waders and bodysurfers up to three nautical miles offshore. People on boats would be exempted.
The council could pass the measure on an emergency basis, allowing it to take immediate effect.
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