Congratulations to the Hoey's!

I got the text message Monday that Peter and Brittney Hoey were on their way to the hospital, time (some might say 'finally') to give birth to their first born. The message was simple, "OK, this time it's for real". The next morning (1/29) a follow up announcing Lorelai's birth, at 10:56 AM (must be a brewer's daughter).
To follow this up, last night I attended the Northern California Brewer's Guild meeting, hosted by Sacramento Brewing Company, where Peter is the beloved brewmaster. Above the bar was a sign that announced "It's a girl!" with the weight, length and time of birth. More than a couple times you could watch patrons lift their glass in celebration of the event. In fact, to begin the NCBG meeting, all glasses were raised in genuine cheer. You see, Peter is about the most respected brewer you'll find - passionate, friendly and someone you're happy to know. He and Brittney are just a joy to be around, we can't wait to meet Lorelai.

If you live in Sacramento, be sure to partake in the celebration in February, as Peter releases the much anticipated "Rorie's Ale", a Belgian-inspired quadruple made with pomegranate and other wonderful additions. This beer was brewed in celebration of their first born and can be seen right now in the first fermentation tank as you walk in the brew-pub.

Peter (I know you're reading this), you're a lucky man. Congratulations!

Shark Attacks in February

Beer Enthusiasts, mark your calendars.

In checking new TTB approvals, I found that Port Brewing just received label approval for their Shark Attack Double Red, which is due to be released in February according to the man in charge down there, Tomme Arthur. This is a 9% big red ale and this is the first time it will be available in bottles.

Now, I don't always post new releases, but for some reason this label just works for me. Oh, and I believe this one of the beers Mike brought back in a growler for us to try a while back. If it's what I think it is, this is a hopped up red - the kind of beer we like around here. Of course, all the growlers of beer Mike brings back from that part of the world are nothing short of an ass-kicking experience and joy to drink. Look for this around the end of February where Port Brewing beers are sold.

A-B Fighting an Uphill Import Battle

I ran across an interesting (mildly) piece in BrandWeek about A-B plans to tout their import brands in the near future. While it focused a bit on their ad campaigns, I found it interesting that the import market had such a seemingly big lag in late 2007 - growing only 1.8% versus the 2.4% growth of 2006. The article never factors craft beer's success in the slowed growth for this segment, and perhaps there's really more to the story (when you start talking in those volumes I feel less confident I have any idea which way is up). Personally, I can't help but think that there are so many craft pilsners, hefeweizens and tradition styles on the market now that is has to cut in a bit on the import market selling beers with the same words on the labels.

Perhaps this is why it seems A-B will market "authenticity" this year with it's import brands. It seems at least two brands will tug the beer heart strings a bit, Bass Ale and Amstel Light. According to BrandWeek Bass will tout themselves as the necessary ingredient for an "authentic Black and Tan". I suppose this will be a campaign designed to pressure bar-owners to keep Bass on in fear they'll be blacklisted for serving the fake black and tan made with a fake pale ale. Additionally, you wouldn't want to be the douche that throws a party and makes a fake B&T now, would you? Yeah, didn't think so.

On the other hand, Amstel seems to be playing off a different theme: "Spirit of Amsterdam". I don't quite have a handle on this one, the only connotations I think of have little to do with beer. Perhaps that's what they're hoping for? I mean, it is served in a green bottle. The "Spirit of Amsterdam" slogan sounds a bit like "The Great American Lager", in which case I'd assume some think-tank/study group identified authenticity as a key selling point for products.

In any case, it seems the big big guys (A-B, InBev, SABMiller, etc.) will be ramping up their ads this year, perhaps making more direct affronts to beer enthusiasts who long to 'keep it real'. I wonder now, actually, if the whole Hofbräuhaus story Stan had the other day is in line with this, as they claimed to be the only real "double bock" on the market today.

I suspect if the slowed growth really is linked the white-hot success of the craft beer industry all the ads these guys put out won't do much to address their concerns. Of course, if they start making consumers feel like they've sold out by enjoying a fake representation of an old-world style who knows that that'd do. I did read recently that A-B would start playing nice with the craft brewers in their advertising, but we'll see how long that lasts.

Why Leave the Telling to Everyone Else

If you're a fan of Ani DiFranco, you'll know that lyric. It isn't really a life-guiding statement for me, but more and more it seems like a good idea. Why? I don't fully know, but it just seems necessary - and not just for beer. Reading a few blogs today got me thinking...

First, there was Jay's bit on Cognitive Branding, which was really about another story, but as Jay tends to do, it all made sense in the end. The premise had a lot to do with A-B's marketing success, or what makes their marketing a success - specifically related to Super Bowl ads.

The other post was by Lew as he passed on a story about Don Russell and his overall contribution to Philly's beer scene. I read the piece and learned a few things about Don, being a younger guy in the beer blogging/writing world there's a lot I still have to learn about those I casually know (or know of). You can also add to this pile of thoughtful contemplation yesterday's post by Lew encouraging all to check out Pete Brown's Blog, which I have now and then, but without any real dedication.

Anyway, where am I?

There are great beer writers out there, and beer bloggers who warrant the attention they get. Each with their own drum to beat, stories and information to pass on. They're not leaving the telling to anyone else, and we're the better for it! Imagine a world where all our beer knowledge came from A-B ads, or where everything we know of food comes from restaurant chains. We're inundated with crap, everywhere we turn there's misinformation, half-truths and "spin" - retelling stories in a way that meets an agenda. I guess you don't really have to imagine too hard if you were around before this maturing anti-industrial culture - which I hear pre-dates the internet!

The world needs your story everyday, and that doesn't mean we need your words on another blog (necessarily). You don't need to be the fool nobody wants to be around, but each of us (I'm assuming a bit about the PBN audience) has something to say when it comes to beer, food, life. Why leave the telling to the Industrial Brewers, or even Jay, Stan, Lew, Pete or anyone else for that matter? Here's a few things you can do to find your voice.

• Ask restaurant managers why they don't have a local craft beer on tap. Be polite, but direct. Restaurants around the country have wine lists designed to impress, with a beer corner for those who just gotta have a beer - you know, the corner with B/C/M. In these places you won't find Ernest and Julio Blush wine, so why do they insist on carrying the industrial swill that does little for the community, offers little flavor and doesn't really go well with the 20 dollar plate you're going to enjoy? Ask, challenge, engage.
• Do the same with grocers, corner shops and office parties. Too many grocers carry "what sells" when it comes to beer, but again carrying wines galore. Challenge that notion a bit, again as diplomatically as you can. Best selling wine in the US is something like Franzia or E&J Gallo, nothing any wine person would be proud to serve at dinner or to friends. Point that out, tell them that just like higher-end wines you expect to see beers of variety, character and depth. If it's a good buyer, they'll listen. Face it, they've really got little to lose and often welcome the suggestions - and your word may mean a whole lot more than the same exact words coming from the brewery reps that get paid to make face-time with this guy.
• Don't be a dick. This may seem counter to what I mentioned above, but you'll earn little points in a real life situation if you make a scene, belittle anyone for their taste in beer or disrespect someone for not catering to your consumer needs. I've witnessed too many 'beer geeks' rail on a guy who is just out to have a good time, or servers who have no control over what's on a menu. Oh, and telling someone they're going to lose your business is just silly, boycotting an establishment rarely gets anything done except make folks happy to see you walk away. While telling your story, remember who you're talking to and who you represent.
  
• Oh, if you don't like that last line, know that when you speak for better beer, you do represent a community of beer enthusiasts, the better beer industry and people who have the same end goals as you do (we all want the better beers on the shelf, on the menu). In a way I'd call us ambassadors. If you're out only to represent yourself, well that's your thing. Maybe you only want to see the beer you want because you want it - and I suppose that's fine. But for me I speak because I assume the only beer-sense someone has is what they've seen on TV. Trust me, I have enough good beer at home to live a merry beer-rich life. I know that the fine brewers of the world don't have the marketing budgets the industrial brewers have, so I see myself as their way to communicate to people outside their brewery.
  

Now, I know that not everyone is really cut out for this sort of advocacy - and trust me when I say that is more than OK. I just know that many of you have the ability, and even the desire to speak up sometimes when you feel it's necessary. For those in the latter group, I ask again - Why leave the telling to everyone else?

About the Image: No explaining that one, it wasn't anything close to what I was looking for, but seemed only mildly inappropriate for this post.

Beer Hunters Beware: The Younger is On Tap

Yes, that's right, Russian River's famed Pliny the Younger is on tap, as of today. This won't last too long, so if you can make it out there in the next couple of weeks, do so. For those who don't know, Younger is Vinnie's "Triple IPA", a hopped up super beer with more alcohol and flavor than you're used to.

Enjoy it if you can, knowing that it won't be long before Pliny the Elder (Double IPA) and Blind Pig (IPA) are available in 16oz bottles.

Speaking of Russian River... It appears assistant brewer Travis has set them up with a WordPress page. I don't know ANYTHING about this, but can only drool at the pictures here. It was only set up today, but the pictures here are stunning! 400+ barrel (wooden) capacity! It's a dream...

http://russianriverbrewing.com/wordpress/

A Wet-n-Wild Weekend

We left our house mid-afternoon on Friday, headed to Monterey - our favorite winter destination of the past 7 years or so. We go primarily to see the monarch butterflies on their winter migration, they arrive in November and leave in February. I'll get to that later, but for now, let's start from the beginning.

Stop #1: El Toro Brewing Co., Morgan Hill, California

We pulled into El Toro's sorta-new brew-pub in the midst of a downpour that made driving a harrowing activity. Too bad really, with still an hour to go in this mess I played it cool here, sampling only a portion of the beers offered. The beers here are nothing short of fantastic. Of course, I tend to quickly move to the hoppy side of taps, thoroughly enjoying the Deuce Double IPA, an Alpha King winner from a few years back. Wicked good beers here, by the way. Right now they've got a four year vertical of their barley wine - all on tap, and all beautifully made.

The brew-pub has been open about a year and a half now, and before this was bank and then a jail. The old bank vault is still installed here, and they've gone ahead and converted that into a little banquet/party room. You can see the outside of the room in the picture to the left, the vault door presenting its own sort of ambiance. Now, I didn't do a lot of inquiring about the jail days of the pub, but it's clear the place has history - and I love places that have stories. We didn't stay too long this time around, with the weather sucking as it did we just wanted to reach our final destination.

Butterflies and Beer, Oh My!

Monterey is a well documented travel destination, with tourists from around the world descending on the place for a trip to the wonderful Monterey Bay Aquarium and to see other picture perfect sights along the way. While we're members at the Aquarium, and have been for a few years now, we come here this time of year to see the butterflies. However, that doesn't stop us from checking out our favorite bottle shop beforehand to restock, Bottles and Bins.

Bottles and Bins is just a couple blocks up the hill from the aquarium, a little and run-down market you wouldn't really expect much from on the first look. However, inside you'll be impressed with their selection of quality American craft-beers as well as impressive imports. We picked up four bottles of Allagash Four (which is hard to find, to say the least, these days), Cantillon Gueze and some other odds and ends. Left behind were more good beers than I have room to describe. Funny really, when looking at the post below, I am more impressed with a little corner shop in Monterey than I was with the monster bottle shop that boasts 1000 beers. In actuality though, Bottles and Bins has it going on for those among us who appreciate great beer on our holidays.

Back to the Buttterflies
The Butterfly Grove is found in Monterey's south-neighboring town, Pacific Grove. Tracy and I love to stay at the Butterfly Grove Inn, a quaint and older establishment that butts up against the butterfly grove. In the mornings you can walk through and find thousands of butterflies clumped together, hanging (dangling) from cypress and eucalyptus trees. If you've not seen them before, it can be hard to spot, as they look more like brown leaves than colorful butterflies. If you look carefully at the picture above, that messy clump throughout the middle is nothing but butterflies. In late November, early December if there hasn't been a storm, you can find butterflies in the tens of thousands. This time of year, the grove's docent speculated the population was down to about 4000 - after major wind and rain storms in the past few weeks, it's impressive there was that many.

The monarchs won't fly until the ambient temperature reaches 58 degrees (unless they really need to, but even then they lack the grace we're used to in the creatures), so getting there a little before 11:00AM is a good time to be there. As the temperature climbs and the light breeze kicks in, you'll find the butterflies beginning to quiver, shake, an early morning exercise that gets the blood flowing and the body temps up. After a few minutes of quaking, and without any additional warning, they're off! On Saturday we were fortunate enough to witness two butterfly bursts (both around 11:15) where hundreds of butterflies, all at once, explode into the air, fluttering magically overhead. It's hard to not be excited when you witness this, to let out subdued noises of awe and amazement.

We sat in the grove for more than an hour that morning, nursing large glasses of peach lambic and wielding cameras and binoculars. If you've never seen anything like this, you probably should add it to a list of things you must do - especially if you live in Northern California. It's nothing short of amazing.

Other Things To Do

We did more than look at butterflies on our trip. We spent a good deal of time on the ocean, looking at tide-pools and enjoying good food. Here's a quick list of places to see when you're in Monterey.

• Little Chicken House (1193 Forest Ave) is hands down the best chicken you'll find within 100 miles any direction. We've been hitting this place up for years, the owner/cook/manager/host is a gentle spoken man who just knows how to make a great chicken. If you're in town, you simply must stop in. Seriously. Oh, this is a cash-only place, so keep that in mind. Dinner for two - about 20 bucks.
  
• Crown and Anchor - this downtown English-inspired pub is a pretty well known joint, as evidenced by the lack of seating on weekend evenings. Decent beer, great ambiance and good servers make it a worth-while stop.
• Sea Harvest Fish Market (598 Foam St) - We love this place! Fish-n-chips made with whatever was brought in from the boat that morning, oysters on the half shell for 1.50 each (and oh so good) and a handful of other great offerings make it a place you'll likely stop at again. There are certainly more trendy places, but... come on, why do what every other tourist is doing? While there, get the Caramel Wheat beer (Caramel Brewing, made in Ukiah - but hey, it's the thought that counts), relax and enjoy great seafood.
• Peter B's Brewery (in the Portola hotel) - No, the beers aren't the best you'll find in town, but the servers are super-friendly and it seems like a place where locals congregate. I love local joints, and even though it's connected to a hotel, you'll appreciate the laid back pace and good times.
• Butterfly Grove Inn (www.butterflygroveinn.com) - This is where we like to stay when we go to see the butterflies. It's cheap, clean and a bit off the beaten path. There are nicer hotels out there, and certainly those with more amenities, but this just works for us. Right next to the grove, close to town - a good deal.
• Bottles and Bins (898 Lighthouse Ave) - This is the bottle shop you'll want to stop at for the weekend's beer needs, or perhaps to take home and add to your cellar.

More Pictures
Butterflies and Beach
El Toro Brewing

Northern California's Alcohol Mega-Store

I made my first trip into Total Wine today, a chain-type place that has done well for itself back east and is now coming into California. I have only a few thoughts.

• While the beer selection is vast, there is little that we haven't seen before. That said, there were a few nuggets there for those looking. I did buy a bottle of Deus for 22 buck - that ain't bad. They've also got the Victoria Ale beer from Allagash, a beer with wine grapes added to the mash. I hadn't seen the beer before, so it found its way home with me. Other than that, bunches of beers you'll find elsewhere.
• Good selection of whiskey. We picked up a Bookers bottle for 40 bucks - a good price for certain.
• Walk-in humidor is fun and should be popular with the Roseville crowd. Just for fun we got an Ashton Maduro to take with us to Monterey this weekend, where it promises to be wet and windy.
• Service is too young to gauge at this point, happy folks who know enough to get by I suppose. With the selection they have, I don't expect they'd be experts by any measure - but they're clearly giving it a go. I was greeted by a grump of a man, but after than the staff seemed generally cheerful and excited to be open.
• Prices seem too low. I don't know a lot about this side of business, but it seems some high-end products were priced to entice people to come in. If so, it's gonna work - I called two locals to tell them about beers they need to find and stock up on while they can.

In general, the place is good. I couldn't help but feel, however, like I was shopping at a big-box store for alcohol (a feeling I don't like). While I took advantage of good pricing, I just didn't feel the same connection I get when shopping at other local places, where I think the guy selling me beer actually knows a thing or two about beer. I don't know, I think one of the coolest things about beer is the people in the industry overall, and taking that small element out of the equation seems to bother me. Of course, I think it has mostly to do with my connection with those who sell me my beer, those who have to sell at higher prices because that's what they do.

I suppose there's more to the story, there always is. I was at Nugget market tonight and talking with their beer/wine guy, Larry, a man whose enthusiasm seems to boil over whenever you see him. He was worried about a few things in the beer world, mainly price. He'll be raising prices on six-packs next week, as much as a buck-n-change, and he's worried about 'sticker shock' with his loyal customers. I suppose he should be, too.

We've heard for a while now that prices will be going up for beer this year, I don't think I was even prepared for that price hike to be so sudden. I don't know if this'll be news for any of you, but if so, consider this your head's up: the price of beer will be higher within days.

So, back to big-box store and impersonal service. What they can offer is lower prices, and I see a draw to that, especially as price of product hikes. So, call it a perfect storm if you will for those who sell good beer for a living in Placer County, just as they have to raise the prices and face the customers who don't understand, the new/shiny/enticing store will be opening its doors, perhaps willing to hold off any price increases as a means to get buyers in the door. Who knows?

I do know this, I'm looking forward to seeing the ocean tomorrow and stopping by El Toro Brewing in Morgan Hill. I'm also looking forward to fresh seafood from a little place in Monterey, chicken smoked the good way (the right way) up the hill and a chance to let life pass me by as we watch the rain in the woods with nothing more to do that eat, sleep and be merry.