My Ratings as of July 2010

Let's see if this works....click the title of this post to access spreadsheet

BrewDog Fiasco

Oh, boy. Here we go again. BrewDog is a new, small brewery in Scotland and has received much press lately. For the most part, the press covers their effort to claim the top spot in the 'highest abv beer' battle. Their newest creation is a 55% abv whopper of a beer, "The End of History". As if the abv wasn't enough, these bottles are literally stuffed into the bodies of "taxidermied" animals (squirrels, as far as I can tell).  Why?
I don't know.

But, I do know some people are peeved about this, most notably the perception of a 'marketing gimmick' on behalf of a craft brewery. This seems the same as the macro guys doing it (Vortex bottles, et al), as they are expected to bring focus to the commercial, and away from the actual beer. It irks many beer lovers that any craft brewery would stoop to this level. And the fact that it's in Scotland (close to CAMRA) just adds fuel to the fire.

Is this to be expected now? That craft brewers, using the Internet and other new-wave means of communication and information, will turn to 'outlandish' stunts and 'wacky' commercials?  Probably. Many people will rant and rave, from both sides, if this is right or wrong.

The proof, however is in the beer. Or is it?  Innovative and 'entertaining' marketing tactics haven't sunk Coors, Budweiser or Corona. Their beers aren't very good, but quite profitable.

Seasonal Beers...when it's not the season

So, today our order of Sierra Nevada Summerfest arrived. But it wasn't Summerfest. It was Sierra Nevada's new autumn seasonal beer called Tumbler. This is a new beer they are using to replace the very popular Anniversary Ale (as this year is their 30th anniversary, Sierra Nevada is putting out 4 one-time brews for commemoration). The Tumbler sounds delicious, and I can't wait to try it.  But, I have problems with the timing of the release. Here are some:

1- This shipment came without specific order
2- If the Summerfest is gone, the I would like to replace it on my shelf with another summer style beer
3- While I don't personally let the seasons dictate my drinking choices, most customers are fine with it. One less summer beer on the shelf and customers tend to go elsewhere
4- If the Tumbler does not sell, and it won't, it will sit on the shelf taking shelf space
5- If it sits for a while, it will not be fresh. Does Sierra Nevada really want non-fresh beer to make it to consumers?
6- It's a waste of beer. It will be sent back in two months (September...still hot) .

This doesn't make sense to me.  I know it's hard to predict when to brew and release seasonals, but come on.  Why even make a seasonal if you don't have it during the intended season?