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Brew Buzz – 18. Why Craft Beer Don’t Have Super Bowl Ads

LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 84 Of The 40cast released on Feb. 9, 2012.
The week after Super Bowl I read an article tweeted by the Beer Goddess (Erin Peters) that was posted on TheStreet.com website. The article was titled “Why Craft Beer Doesn’t Have A Super Bowl Ad.” When I first read the title I thought the answer was pretty obvious, but I found the facts stated very interesting.
So this year’s game was no different than other years…the beer commercials were dominated by Budweiser products. As I sat there watching the game I kept asking myself…why? Who are these ads targeting? Is the money spent worth it? Will these companies get a return on investment equal or greater than the cost? Overall I was very disappointed in the ads viewed and thought…”what a waste of money.” So why aren’t smaller craft breweries using the big game as an opportunity to reach out to 100 million people? It’s simple…
Despite the recent growth in the craft beer industry the simple fact is the big beer companies still own 95% of the beer sales in the United States. Anheuser-Busch is the largest with over 100 million barrels produced per year compared to Yuengling & Sons and Boston Beer Company producing 2.5 million and 2.3 million barrels respectively. Craft brew sales increased 11% by volume and 12% by dollars in 2010 and jumped 15% in dollars the first six months of 2011. These numbers at first glance appear very good, but remember a small percentage increase of a small volume is still negligible. Craft beer needs to see 200% increases over a few years to really be a formidable competitor in the US beer market.
I originally had a lot of stuff to say about this topic, but over the past 4 weeks I have lost my drive and just can not seem to finish the write-up for this Brew Buzz. Although the audio portion of this Brew Buzz was kind of impromptu, it still has some good conversation on this topic. So forgive me for putting out a half-assed article, but I need to move forward with the other Brew Buzz segments.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 19:03 — 8.7MB)
Brew Buzz – 17. Brewer Spotlight – Full Sail Brewing

LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 82 Of The 40cast released on Jan. 29, 2012.
Brewer Spotlight – Full Sail Brewing
This week I want to spotlight a brewer from the Pacific Northwest that may not be known to many people, and that brewery is Full Sail Brewing out of Hood River, Oregon. I first came across this brewery in 1998 when I purchased a 6-pack of their 10th Anniversary Very Special Pale Ale. This beer rocked my socks off and I drank cases of this stuff because I was worried it would not be around for very long. Luckily they continued brewing this beer for a few more years, so I didn’t have to start hoarding it.
Full Sail Brewing opened in 1987 and became one of Oregon’s first commercially successfully micro-brewery to bottle their beer for retail sales. Their first beers produced were a Golden Ale, an Imperial Porter, an Amber Ale and their Wassail Winter Ale. In 2007 they produced 130,000 barrels of beer, which made them the 2nd largest craft brewer in Oregon and the 9th largest in the United States. During their first year of production, four employees were able to produce 287 barrels, followed by 2,200 barrels in 1988. In 1999 the 47 employees decided to become a completely employee owned independent company, which is still the case today.
Full Sail Brewing produces a wide range of brews and have won numerous awards. They have won 12 Gold Medals for their Amber Ale, 5 Gold Medals for their India Pale Ale, 4 Gold Medals for their Pale Ale and 3 Gold Medals for their LTD01 at the World Beer Championships. Needless to say, they make good beer. In 2005 they started producing Session Premium Lager, a pre-prohibition tribute beer, bottled in an 11-oz stubby bottle. The success of this lager motivated the production of a additional “premium” limited release lagers with the label LTD stating in 2007. So far they have released an LTD01, LTD02, LTD03, LTD04 and LTD05, all having different characteristics. In 2009 Full Sail started selling their Session Black Premium Lager in the signature stubby bottles.
My favorite Full Sail beer of all time is the 10th Anniversary Very Special Pale Ale with the Wassail Winter Ale coming in at a close second. Most of my friends claim the Amber Ale is their best, but that’s their opinion. I will comment quickly on the LTD04 which is the latest one I have tried . As you all know, I am NOT a pale lager fan. In fact it is my least desired beer of all styles. So I will say this…the LTD04 American Pale Lager (single malt, single hop) is a good tasting pale lager. Reminds me very much of the domestic pale lager found at NASCAR events around the country, but with a smoother flavor and higher kick (7.0%). Still not a beer I want to drink often, but a pleasant surprise that not all American Pale Lagers will make me puke in me mouth.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 16:08 — 7.4MB)
Brew Buzz – 16. Brewer Spotlight – Lagunitas Brewing Company

LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 80 Of The 40cast released on Jan. 15, 2012.
Brewer Spotlight – Lagunitas Brewing Company
This week I want to highlight one of my favorite craft brewers that you have heard me mention many times on the show – Lagunitas Brewing Company, pronounced LAH-GOO-KNEE-TUSS. 
I believe I first came across this brewer in 2006 when I saw a uniquely labeled six-pack with a big black label across the front with the word “CENSORED” on it. Great advertising ploy, because of the bad boy in every one of us, we will be forced to buy it just because we shouldn’t. At the time I had never heard of this brewery and I was taking a chance on a beer from a company whose name I could not even pronounce!
Well I am glad I did. The Censored beer was actually a Red Ale (actually a Rich Copper Ale) that was very tasty and caught my attention right away. I then made it my mission to try other beers from this brewery. I found their IPA and it became my go-to beer for a long time. When I came across an Imperial IPA called Maximus I swore I just entered hophead heaven. This is still a beer I will pick up randomly as I pass by it in the store. Needless to say I thoroughly enjoyed it. Before long a flood of different beer styles started arriving in Boise and I found myself in craft beer ecstasy.
Lagunitas is currently based out of Petaluma, California, but got their humble start in 1993 in Lagunitas, California, a small unincorporated community in Marin County. Their flagship beer is the Lagunitas IPA, and has been regularly rated as the best selling IPA in the state of California. Lagunitas is known for their clever beer naming and descriptive text found on their labels. One I like in particular is the “Wilco Tango Foxtrot – A Malty, Robust, Job Recovery Ale.” Also the 2011 winter release of the Lagunitas Sucks Holiday Ale was a fitting label for the Brown Shugga’ lovers who were thinking just that thing. It is refreshing to find a brewer who is not afraid to poke fun at themselves and continually provide high quality beers to their fans at a reasonable cost.
Currently Lagunitas Brewing Company is undergoing a huge expansion, costing roughly $9.5 million and raising their capacity to about 600,000 barrels per year. This is fantastic news because this will allow them to create all our favorite beers on a regular basis. I absolutely love every beer I have consumed from this brewery, and I have tasted almost everything released outside California. I can’t wait to get more beer distributed to my area and out to all my friends in other states. Currently they distribute to 32 states, so go out and find some of their beer. I guarantee you will enjoy it, unless you are not a craft beer drinker.
Some of my favorite brews from Lagunitas:
- Lagunitas IPA
- Lagunitas Maximus
- Lagunitas Brown Shugga’
- Lagunitas Lil Sumpin Sumpin Ale
- Hop Stoopid Ale
- Cappuccino Stout
- Lagunitas Lucky 13 and Lucky13.alt
- Wilco Tango Foxtrot
- Undercover Investigation Shut-Down Ale
- Our Own Bavarian Doppel Weizen Ale
- Lagunitas Sucks Holiday Ale
- All the Frank Zappa collection
I have a lot of brewers I really enjoy and will be spotlighting on the show in the coming months.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 17:27 — 8.0MB)
Brew Buzz – 15. Random Beer Talk
LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 79 Of The 40cast released on Jan. 8, 2012.
In this Brew Buzz segment we just have some random beer talk. VicJoh asks “Why don’t my friends drink my quality craft beers?” Denny discusses a couple special brews he consumed: Infinium by Samuel Adams and Bitch Creek XX by Grand Teton Brewing. Plus other random thoughts. Just goes to show good beer talk is not scripted. Enjoy!!
Note that we overstated the alcohol increase during the cellaring process.Thanks goes out to John R. from Seattle who wrote in to point out our mistake.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 22:10 — 10.2MB)
Brew Buzz – 14. Other Winter Ales
LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 78 Of The 40cast released on Jan. 1, 2012.
So a few weeks ago I went over the Winter Warmer beer style, so it is only appropriate to finish out the year covering the other winter ales.Everyone is probably aware of the Christmas style ale…usually has some strange ingredients and flavors, is often a dark beer, but can also be copper colored. As I mentioned, these styles of beer often are heavily flavored with spices such as nutmeg, cinnamon, ginger, spruce tips, cloves and various fruit flavors. They have a unique taste you either love or hate, or are like me and tolerate them in small doses.What are some of the best Christmas/Winter Ales? Well the most famous ones in the US are Great Lakes Brewing Christmas Ale and Anchor Brewing Christmas Ale. I’ve had others, but since this is not my prefered style, then I am biased in a negative way. I’ll say Samuel Adam’s Winter Lager and Old Fezziwig Ale are two to try if you are interested in this style of beer.
I also mentioned the Wassail Style beer and I said I would research it because I was not familiar with it (except for my love of Full Sail Wassail Winter Warmer). Well it turns out this wassail stuff is a little bit complicated because the style is wide open to the brewers (or cooks) taste. The only thing common is the time of the year it is made…when its cold outside and typically during the holidays.
The funny thing about wassail is that it’s not really a beer at all. It is a “beer punch” that uses beer or honey mead as an ingredient, and it is served warm. The typical wassail is made with apples, brown sugar, cloves, allspice, cinnamon, nutmeg, ginger and some kind of alcohol (beer, mead, hard cider or wine). As I list these ingredients, it makes me wonder how does a beer follow the style of a wassail? Is a “Wassail” beer a style that would be good to use in a traditional wassail? That is what I am thinking, because the wassail beers I have tasted have not been spiced beers.
So what kinds of beer would be good for a wassail? It looks like any dark and malty style beer would complement the other ingredients, such as a porter or brown ale. I would stay away the more hoppy ales, such as pale ales and IPAs because the bitterness might overwhelm the flavor.
What is my favorite Wassail? That is easy…it’s Full Sail Brewing Wassail. This is a premium crafted beer with a premium taste.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 8:35 — 3.9MB)
Brew Buzz – 13. All about cellaring fine craft beer
LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 77 Of The 40cast released on Dec. 18, 2011.
So you have probably heard me talking about “cellaring” beer for 6 months to 2 years in order to age it for better flavor. I am sure you are asking yourselves what I am talking about, so here is your explanation.
What is cellaring? When I talk about putting a beer in the cellar for some length of time I mean setting it aside in a cool dry place for a time period in order to enhance the overall flavor and smoothness of the beer. This is not recommended for all beers, but certain beers can really benefit from additional aging prior to consumption.
What to cellar? Typically beers with a higher ABV (greater than 6% and above 8% prefered) will benefit. The reason being some higher alcohol content beers tend to have sharper finishes and may not be as palatable due to the brewer trying (and sometimes failing) to balance the malts and hops and still provide a high octane brew. The hops may overcome the grains, and by aging the brew the flavors mellow slightly. Beers with higher hop concentrations also can stay fresh longer due to the hops acting as a preservative. The exception to this rule is the IPA because typical American IPA styles tend to use flavorful hops which tend to lose their distinct flavors over time. Usually beers with darker coloring are cellar-worthy candidates, although I have had some good lighter colored Belgium Ales. Bottle-conditioned beers (beers that finish off their fermentation process in the bottle) are good ones because some of the yeast is still present in the bottle to continue eating up sugars and actually evolve the beer to a new level. The best beers to cellar are barley-wines, barrel-aged and winter beers (full bodied beers with strong malty flavors and higher hop content).
How to cellar? So you want to find an out of the way, cool, dark and dry place that does not fluctuate temperature drastically (should maintain about 55degrees Fahrenheit). The best places are in crawl spaces, basements and closets…and if you are fortunate enough to have the space and money, then you can build your own cellar room in the basement. Unlike wine, you want to store your bottles upright. This keeps the yeast and sediment at the bottom of the bottle where it will not affect the flavor. If possible try to have at least two bottles in the cellar so you can try one at a predetermined time and another at a later time to compare tasting notes of your work. Oh yeah, you might want to have a log with the name of each beer and the date you placed it in the cellar. Use a label sticker on the bottom of the bottle to index your collection. Another option is to keep your beers in a cardboard carton and write the dates under each beer.
Why cellar beers? The main reason is to experiment. Some might even say it’s a game of chance as you gamble the cost of the beer on the possibility of unveiling a wonderful new beer drinking experience. I think the best reason to try and cellar beers is to attempt to create a smoother and more enjoyable beer drinking experience from a beer that may be hard to drink at a younger age. That is why I almost exclusively cellar barley-wines. These 12-14% behemoths taste horrible until after 2-3 years of aging. Then they become a more deeper flavored and smoother beer to drink. Cellaring beer also is a lesson in patience and self control. Vic himself said he could never keep a beer for 1-2 years, he would just drink it up. As we have all learned over the last few months, craft beer is not meant to be guzzled, it is meant to be savored and consumed for the beer tasting experience.
NOTE: In the audio segment I may have overstated the increase in ABV in my example. Thanks goes out to listener John R. from Seattle for writing in and providing good feedback and explaining the why my statement was not plausible.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 27:33 — 12.6MB)
Brew Buzz – 12. All About Winter Warmers
LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 75 Of The 40cast released on Dec. 4, 2011.
This week I want to talk about the seasonal Winter Warmer beers. A few weeks ago Keith asked about why a winter beer would be a “warmer” and not a “chiller” style beer due to the winter weather being cold and crisp. I made a comment that the beer styles for winter and summer seasons actually have a reverse style preference. So you want a beer that warms you up in winter (strong alcohol, bold robust flavor and heavier), and one that cools you down in summer (easy to drink, crisp, refreshing and lighter).In winter time the weather is cooler and you want a beer that will warm your bones and fill the void in your stomach. The winter warmer is one with a higher alcohol by volume (ABV) rating than normal beers and actually feels warm going down, similar to a good quality bourbon or cognac. In my experience most winter warmer brews are 6% and greater, and the best ones are between 7-9%. These brews are also a little heavier and bolder flavored (not necessarily in fruity or spiced flavors, but in hops and malt flavors) so they tend to fill you up more. The coloring can range from reddish-amber to pitch black. This year I even had one that was really light, almost as light as a pilsner.
- Widmer Brothers Brrr Seasonal Ale
So you might be asking…is the porter and stout part of the winter warmer style? Well, not really. Typically porters and stouts do not fall into the winter warmer category, although they are great beers to drink in the cooler months. The exception is made for stouts that are aged in bourbon barrels. During the secondary fermentation process the beer is transferred to aged bourbon barrels for a few weeks (or months). During this time the beer takes on the flavor of the smoked oak whiskey barrel and the former spirits it held, and provides a unique finish to the beer. I absolutely love bourbon barrel brews.
Here are some of my favorite winter warmers:
- Widmer Brothers Brrr
- Widmer Brothers Brrrbon (bourbon barrel aged version)
- Deschutes Jubelale
- Full Sail Wassail
- Lagunitas Brown Shugga (not produced this year)
- Lagunitas Sucks Holiday Ale (substitute for Brown Shugga)
- Sierra Nevada Celebration Ale
- Big Sky Powder Hound
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 14:27 — 6.6MB)
Brew Buzz – 11. How to Choose a Good Craft Beer
LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 73 Of The 40cast released on Nov. 21, 2011.
So the other day I went into one of my local stores looking for something new. I was presented with a lot of choices, and most of them were very expensive. So now I had to make a choice on which ones I wanted to spend my money on, and how much I really wanted to spend. So I asked myself the following questions…
1) What style or beer was I looking for (or at least in the mood for)? It is important to pick a beer you are craving or in the mood to drink. Craft beer is not cheap, so it does not make sense to force yourself to drink something you are not going to be predisposed to enjoy.
2) Which beers had I never tried? And are any of them ones I have been wanting to try? Sometimes we get into rutts where we drink the stuff we like…over and over again. I do this all the time when I really like a beer (like my Widmer Brothers Brrr). But as you grow your craft beer tastes, you will want to go out and try new things. I often look for beers that I have never tried, or that are a one-time brew for a special occasion. This way I am able to discover new breweries and even new beer styles.
3) Which ones have the best flavor or will give me the most enjoyment? My craft beer enthusiasm is all about the enjoyment I get out of drinking these flavorful brews. It also helps when the beer has a higher alcohol content and gives me a bit of a buzz. So I tend to stay away from the brews that typically have low flavor and low ABV, or ones that have flavors I just don’t like (for me its the spiced, smoked, pumpkin and all around strange flavors). I know I prefer Pale Ales, IPAs, Wheat, Winter Warmers, Stouts and Porters, but is not to say I will not occasionally go out of my comfort level and try other varieties.
4) How much does it cost? Is the value worth the cost? This is a tough one, especially if you have no experience with a brewery or the beer in question. So how do you add value to a beer you have never tried before? You can seek out advice from friends who have tried the beer and know your taste preferences. You can also ask a beer master (if the store has one) or the bar tender if out at the pub. You can use a website like Beer Advocate. There are a lot of beer rating websites, so find one you like and use it to find brews you might enjoy. Then weigh the rating with the cost and the volume and make a decision for yourself if the value is high enough to justify the cost.
So how did I make my decision? I examined all the beers and picked out the five I really wanted to buy. Most of them were about $15 for a 22oz bottle. I then decided I wanted to stick with a winter warmer or stout. I took out my iPhone and opened www.beeradvocate.com and searched for each beer and compared the ratings. I decided to pick the two A rated brews, one a $16 25oz Bourbon Barrel Stout and the other a $10 4-pack of Russian Imperial Stout (one I have been wanting to try for years). I left the store $28 lighter in the wallet, but I am sure I will not be left unsatisfied.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 24:26 — 11.2MB)
Brew Buzz – 10. History of the India Pale Ale
LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 72 Of The 40cast released on Nov. 14, 2011.
As our listeners are probably well aware of by now, I am a huge India Pale Ale (IPA) fan. I drink more IPAs than any other beer style (winter ales come in a close second). The main draw for me to the IPA is the strong hops flavor and aroma. I also enjoy beers with a higher bitterness rating, the the extras hopping in the IPA makes for great bitter beers. So how did the IPA style come to life?In the early 1700’s Great Britain had a desire to transport “quality” beer to their troops and citizens living abroad in the India colonies. The problem was the heavily malted English ales (remember the ale, beer, and twopenny) easily spoiled on the long boat ride across the world. The solution found was to add A LOT of hops to the ale to assist in preserving it from the heat inside the hull and severe rocking motion of the sailing vessel.
Once the occupation of India ceased, there was no longer a need to preserve the ale. This hopped up ale was not served locally in England, so the majority of the English drinking population had never tasted IPA. There is a story of an incapacitated ship in 1827 whose damaged IPA casks were sold to local English pubs. The hoppy ale was a big success and brewers continued to brew and sell versions of IPA locally.
IPAs are basically made up of traditional Pale Ale with lots of added English hops and extra crystal malts (adds a little sweetness to balance out the bitterness of the extra hops). The American style IPA uses American style hops (like Cascade, Centennial and Columbus) which adds a citrus flavor and aroma.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 10:11 — 4.7MB)
Brew Buzz – 9. Entry into Craft Beer
LuceScrew’s Brew Buzz is a segment on The 40cast covering beer enthusiast topics…think of it as Geeky Beer Facts.
This segment can be found in Episode 71 Of The 40cast released on Nov. 6, 2011.
Over the past several months there has been a lot of talk about craft and micro-brew beers. I am sure a lot of listeners who are long time domestic beer drinkers (Bud, Coors, Miller) are finding it difficult to go outside their comfort levels and try some of these fancy beers that taste so strange. So it is important to ease your way into this new flavor territory.
I recommend starting off with a “gateway” beer. One that is not going to overwhelm your taste buds and turn you off to craft beers. So I will provide a couple choices to start off with, ones that most people can drink and not instantly turn away from the change.
Since beer distributing is a very complicated system, I will call out some beers that are most likely found across the country.
Samuel Adams is one of the first craft breweries to go prime time and show consumers your beer can taste good. I believe their beer can be found in almost every state. The closest one to domestic tastes is the Boston Lager. This is a typical lager, but has a more refined flavor. Samuel Adams also serves up a variety of styles, and none of them are overly flavorful (just enough flavor to tell it is not a regular beer). I recommend purchasing a variety 12-pack that contains 5-6 different styles and experiment with the various styles. They have seasonal releases and right now is the winter classics (Coffee Stout, Porter, Lager, Chocolate Bock, Spicy Ale). I just got done sampling this variety pack and the flavors were not strong enough for me, but would be perfect for a newer craft beer drinker.
Henry Weinhard also provides a variety of beer styles with more flavor than domestic, but not so drastic. You can try a Pale Ale, Dark Ale, IPA or Hefeweizen and see if these styles are something you enjoy. Drink these for a while and then try stronger versions from other local craft brewers. Henry’s was my entry into craft brew…I really enjoyed the Dark Ale.
Listen to the audio segment of the Brew Buzz below:
Podcast: Play in new window | Download (Duration: 12:15 — 5.6MB)

























