Mellody Brewing

Don't Believe the Hype

There's a recent trend in the craft beer industry where breweries brew big bold beers in limited quantity and people like me hunt and hunt for it as if it's a rare diamond.  In some cases the kill is worth the hunt, but in more cases for me lately it hasn't been.  Now, before some readers think well, you just don't know good beer (and maybe I don't) I think that we need to take a step back.  Quality, really can't be defined or rated.  You can subjectively on scale attempt to quantify a qualitative or subjective experience but really, what's the point?  I have come to realize in my life that quality is truly in the eye of the beholder.  I think this realization came to me from multiple readings of Zen and the Art of Motorcycle Maintenance. In this novel one area Robert Pirsig explores is quality. "'Quality,' or 'value,'as described by Pirsig, cannot be defined because it empiricallyprecedes any intellectual constructions. It is the "knife-edge" of experience, known to all. "What distinguishes good and bad writing? Do we need to ask this question of Lysias or anyone else who ever did write anything?" (Plato's Phaedrus, 258d). Likening it with the Tao, Pirsig believes that Quality is the fundamental force in the universe stimulating everything from atoms to animals to evolve and incorporate ever greater levels of Quality. According to the MOQ, everything (including the mind, ideas, and matter) is a product and a result of Quality." (Wikipedia)

So really, what is good beer?  Why all the hype around ratings?  Why create false demand for a beer that for some will be a waste of time?  I ask these questions as a marketer and  consumer.  Now, society tells us what is good...right? What's in style, what's not...who's popular, who's not.  Societal trends are studied by another book I am referencing in this conversation, The Tipping Point, by Malcom Gladwell.  If it is raters and beer advocates like those at the throw down last week, that are the influencers and create demand, and popularity and drive trends from say porters to wild ales then the rare beer is the marketers dream.  Their perception of quality and influence on the market will slowly drive more breweries to try to compete, to differentiate and thus expand and create on a new style.  This is what is truly amazing about business and commerce.  As we sit and espouse on the chocolate undertones and hop aroma of beers, the majority of beer drinkers are cracking a bud light and not thinking twice. Are they drinking sub-quality beer? In my mind yes, in there's no.  Does this make them wrong, no.  Does it make me right? (of course it does) No.  What I'm trying to say is yes, I got to have five of the Top Rated Beers in the US over the last few months.  Yes, some where good but really...nothing better than some other.great.beers.  When I think of quality beer, I am not rating the hop character, or aroma, how thick the head is or if the color is right.  I am rating on, if I enjoy it, and am I having fun drinking it.  It's like why would I want a $100 bottle of wine or champagne or a bottle of Westy 12 and then sit at home and drink it alone? 

This gets me back to Zen.  In Zen Pirsig talked about static and dynamic quality.  (trust me I'm getting somewhere in this rambling, really...)  Static quality is that which can truely be measured.  (e.g., patterns in nature, behaviors, beer qualities, etc.) Whereas dynamic quality is everything else, that which is not static.  It's the dynamic qualities of beer and life that I seek out.  It's those experiences that I think make a beer quality.  It's the feeling it gives you inside, the memories, the conversations, the laughter. 

I'm saying this because all the beers I tasted last week were quality beers.  I didn't turn one down for off flavor, or bad aroma and for not meeting the static quality that is expected with these beers.  There were some that well, on static quality alone, weren't worth the hype if you asked me.  I won't be hunting for them anytime soon.  The others, the ones that were shared as "their only bottle" or saved and aged for seven years after bringing it home from England in my suitcase.  Those are the quality beers, the experiences that when tasting, drinking and discussing that I won't soon forget.  That's what makes them good beers. 

Breweries I don't Love - Budweiser InBev

First off, I usually don't write here about happenings with the large breweries, as it really isn't something I care about.  The big breweries that is.  This merger is taking so much press, and so many people have asked me what I think, I figured I'd examine it and make some short and sweet comments.  Short and sweet mainly because while this is a big deal for the industry - all in all I don't see it making that big of an impact on the Bud beer drinker.

This union is a marriage of necessity.  It helps Bud survive and grow hopefully as slowly but surely it's market share in the US errodes.  This new organization really is what SAB and Miller did a few years back, where if you notice - no one really said a peep, and the impact has been good for SABMiller operations and cost cutting, but the Miller drinker and general beer drinker in general has not been impacted.  That's what I see happening with Bud.  Yes, it is sad that an other icon American organization - that was still majority family owned, sold out.  But despite all the rehetoric and "not on my watch" talk - here we stand Bud owned by a European company.  InBev will get the most of the deal, shared us distribution (which it was aleady doing with Bud - how come Stella is everywhere now, huh?)  an in to maybe brew beers here, and exand some of their smaller brands into the US.  Bud, gets reassurance I guess and capital and who knows - maybe they'll use this opportunity to transform themselves and do something different,  I honestly don't think they will.

So, while I am no beer industry expert by far - I don't forsee any major impact on the market right away, or even the "short" long-term.  This union will evenutally be putting beer all over the planet and that's amazing but it isn't like this is going to change the brand or beer or strategy.  Things will continue as is, and the company will now streamline resources and operations to become more competitive against SABMiller.  One has to wonder though, where does these live Coors?

Breweries I Love - Brooklyn Brewery

 

It's hard for me to really say I love this brewery, but after an afternoon at the tasting room with friends it was solidified.  I was hoping for some special attention at the tour, I got my hopes up.  After wandering around Williamsburg in Brooklyn for the better part of an hour we found a friendly Brooklynite with an iPhone to point us in the right direction.  First off, this part of Brooklyn is really cool.  Has a small city center feel to it, lots of activity in the parks we walked past, plenty of cafes and bars with outdoor seating and shopping too.  Also lots of loft/condo conversions in the area, which I bet will change the dynamic over time, but it had a great artist, bohemian feel to it, and I liked the vibe.  

We were supposed to ask for Brian once arriving at the brewery to be "taken care of." This was not to be the case.  I was promptly and somewhat rudely asked "what my story was." And told, "Brian's not here, you can buy tokens for beer, and tour is at 2pm."  Now, it was busy and I bet they get people asking for favors frequently, but he could have been nicer and apologized or something.  Nope, typical New York attitude...which was transferred to the bar area as well.  

Now, after this quick conversation I was a bit let down, but that quickly faded as we starting tasting beers, and I wandered around to take photos and dream of what a beautiful sight the building was.  It's an old converted warehouse with nice lighting and features.  You can tell they grew as much as they could in the brewhouse, and actually now only brew their specials and reserves at this location.  Everything else, their flagship beers are brewed and bottled in Utica, NY.  They had good music on the iPod and the crowd was loud and friendly.  It was obvious some where there just for the $4 beers, and the free delivery from local pizza places.  We had had our Brooklyn pizza experience the day before and opted to grabs some cheese and hummus and to chill and drink and wait for the tour.  The tour was short, as it was one room.  The speaker gave an insightful history of the brewery, and I wandered around seeing what was fermenting in the tanks as he spoke.  It might have been a bit more fun or insightful, but I think at Brooklyn the tour is secondary to the tasting experience.  

The tasting room and experience is right in line with what I've always envisioned Mellody Brewing being like someday.  Big open room, picnic tables and community atmosphere.  Loud, fun and friendly.  We shared a table with a group from Chicago and chatted about beer and the difference between New York and Chicago.  As we drank more, we laughed we ate and we laughed some more.  It was a great afternoon, and I all but forgot about not being "taken care of" since my friends and I took care of ourselves and in the end, that's what mattered. 

Cricket Hill Brewery - A Passionate Dialogue on the Big Three Breweries

I have to go to this place...

I have discussed how when Mellody Brewing does tours someday I want it to be an experience.  Forbes recently posted a list of the best brewery tours out there, which has resulted in a fine discussion on Beer Advocate.com  I can't say I've been to all the breweries list on Forbes, but the one's I have been to don't seem to touch the tours they discuss.  I've already discussed my favorite, Lakefront Brewing in Milwaukee, WI.  I'm headed to Brooklyn Brewery this up coming weekend for a tour, so that should be interesting as well.  This video above isn't as much a tour, but a passionate speech, and I love it.  I can't wait till I can give a speech like this someday. 

If I had only known that I wasn't going to get action from those Twins, I would never had bought that Coors 30 pack...but now I know - and knowing is half the battle.

Breweries I Love: Yuengling - Pottsville, PA

Mash Turn, Stained Glass and Murals, Yuengling Brewery - Pottsville, PA

Now, before people start going crazy thinking Yuengling? Really? I'll say - Yuengling holds a special place in my heart as it was my first really "good" beer that we drank in college.  I'll never forget the excitement of paying the $5 for a party with a Yuengling keg at it.  Being from PA and having roots in Scranton, PA also I've known Yuengling for a long time.  I can't think of another beer, in Philly at least, that I could walk up to a bar, ask for a  "lager" and get a Yuengling Lager.  That's great branding right there, and huge brand equity.  For those of you that don't know Yuengling is listed as the oldest brewery in North America.  This was disputed for a while with Molson but they changes their tag line to say "America's Oldest Brewery" and all is good.  The brewery in Pottsville, PA is a great visit for any beer enthusiast.  It is small, cramped and fun to see how they made so much beer in such a tiny space.  Also, I was amazed at how the trucks made it up the small alley-like streets of Pottsville for delivery.  On our last visit they opened the old caves where they used to lager the beer.  You can still see the portions of the walls the federal government built to block it during prohibition.

 

The tour at the original brewery is fun, winds all along the various stages and steps in brewing.  The problem is, the brewery in Pottsville is no longer active.  Kinda like the original St. James brewery of Guinness in Dublin, it has become a museum of sorts, which I found disappointing during my last visit.  They have upgraded and built a state of the art facility near by as well as in Tampa, FL (how fitting.) I remember visiting 10 years ago, when they were still brewing there, and it was heaven.  The smell of the hops and malt and grain permeated the place and I loved that.  I think they should still brew for the tours and sell limited edition brewery batches.  That would be fun.

The tour is filled with history and interesting stories of the Yuengling family and how they've passed the business down generation after generation.  This is what in a dream world I'd love Mellody Brewing to become, a legacy.  By putting my name on the beer and the company I stand behind it as the founder, and the growth of that legacy - its impact on the community, etc. is where I would like to see it go.  Not only making good beer, but making a difference too.  That's the dream part of this endeavor, it may take years and generations but how cool would that be?!

 

Breweries I Love: Stoudts Brewing Company - Adamstown, PA

I first found Stoudts at a local bar in Philadelphia, Fat Dog Stout was the culprit.  At the time Stoudts was going through some growing pains, the bartender told me and distribution was hit or miss in and around the city.  They were really the Philadelphia area's first craft brewery, and over 20 years have grown and evolved "from a small brewery with limited draught distribution, to a packaging regional microbrewery with distribution in 10 different states, producing over 10,000 barrels a year." (www.stoudtsbeer.com)  We get it in Florida now, and thank God we do.  Though, funny side story - I first again ran into Stoudts here in Florida at World of Beer, where they had the IPA on draught.  One night I asked, "Still have Stoudts on tap?" "Yes," was the reply "and, please drink it so we can finish the keg - we think you're the only one drinking it." Guess they could work on their awareness down here.

Anyway, the brewery...is located in a expansive complex that includes an antique shop, restaurant and the brewery in Adamstown, PA - which is on the outskirts on Lancaster.  Cow country and home of the Amish.  You really have to want to go there, but if you do it is really worth it.  I spent an afternoon there with my friend Tobie - who at the time was a recent Amish convert, or new Lancaster resident.  Favorite joke at the time, how to you know an Amish mechanic? He's the one with his arm up the horse's ass...I digress.

Tobie and I went for, if memory serves me, Oktoberfest. Oh yes...and they did it right.  Keg throwing competitions, German Oompah Band, beer mug lifting and other beer induced feats of strength.  We sat at family style tables, drank to great beer, ate German food and sang and watch Lancaster's finest parade around in Lederhosen.  We drank so much, as was common practice when Tobie and I sent time together (see Top 50 Beer Moments #16) that we had to sit and sober up before going home. I think we tried to get his wife to come get us but she was busy, you know, being a doctor so we were SOL.

What do I like so much about Stoudts?  Family atmosphere, party atmosphere, and well - good beer.  We felt right at home at the tables, talking to others, singing along and drinking some fantastic beers.  We had a great time, and that feeling lingers and is something that I'd like Mellody Brewing to one day emulate.

Breweries I Love: Lakefront Brewery, Inc. - Milwaukee, WI

Milwaukee, WI home of beer.  Where the High Life and Pabst started, Shlitz was foundere here as well and where Miller still calls home.  I visited Milwaukee a few years back (probably 7 or so by now, geesh) with my brother to visit my good friend Craig.  Craig was working/living there and he showed us the town. It took 5 minutes.  I kid, but really maybe 8 minutes.  After the exhausting cultural tour of Milwaukee, we toured Miller or tired to - it was PACKED with Nascar fans.  We promptly snuck into the cave though and the tasting room, by passing the tour.  I bought a Miller High Life shirt and we moved on.

That's when we ended up at Lakefront.  I recall Craig saying they were known for the tour and the wooden nickle you receive for beers.  You drank while you toured, then drank some more.  He was dead on.  The tour alone was worth the visit.  Lakefront is situated well - lake front.  You can walk there from some other down town locations - which helps with the tour aspect.  They charged $5 (I think) which gave you three wooden nickels for beers and the tour as well as a souvenir pint glass.  I just drank from the glass last night. The tour was fun, filled with jokes and useless knowledge, as well as beer insight.  I really enjoyed it.  The beer was great too.  I recall really enjoying their Pale Ale and Stout.  I do remember also leaving there slightly buzzed, which might be why I enjoyed it so much.

I like to concept of Lakefront for lots of reasons, but mainly when I envision a brewery tour, this is one I'd model mine after.  Fun, engaging, yet informative.  I mean, it is a brewery, not a museum.  I loved that we filled up before the tour began, then had a chance to again half way through. I also like that they are a staple in the community and on the water front. They hold Friday fish frys (big in the area) and the Palm Room is a great space for hanging out post tour as well for events.  I'm not sure if I'm accurate, but it seems they started small/local and are now distributing in the upper-mid west and some in the mid-Atlantic region.  It wasn't like that 7 years ago, but goes to show how a solid product and focus on strategy can keep you small but still grow over time.  I was there once, but never forgot it.  Most of the tours I take I try to take in best practices, as forever in my head, even before I've started discussing and now blogging it has been on my brain how "I want this."  Lakefront was definitely a starter seed.

I still have a wooden nickel in my suitcase from that trip, a weird keep-sake true - but stranger that it is still in my suitcase.

Breweries I Love: Yards Brewing Company - Philadelphia, PA

Yards, oh Yards how I miss thee.  Before I moved to Flordia, I lived in Philadelphia, PA.  The land of many good beer bars, and its fair share of great craft brews.  When I first had a Yards, I convinced my roommates to buy a case of it when living in Manayunk.  At the time they were small and new and bottle conditioning. We received a case with what even now I'd say was an excessive about out sediment in the bottles.  We didn't notice right away (go figure) but when we did, Tobie and I drove to the brewery (which at the time was in a Warehouse down the street from us) and demanded a new case.  Picture two slightly buzzed kids, standing in the rain asking, "can we get a new case? This one has stuff in it." Yeah, that was us.  I'm pretty sure they explained to us it was supposed to be there, be we were drunk and could not fully grasp the concept at the time.  I think we ended up leaving without a new case.

It was sometime before we had it again, but when we did, it was love at first taste.  My favorite Yards beers are the Philadelphia Pale Ale and their ESA.  For a while, I could only get them at Race Street Pub around the corner from me, but over time as they grew sixs were available at my corner grocery store, heaven.  My friends Jason and Dorrie, who are visiting this weekend and looking to add another few Best Beer Moments to the list, and I visited the brewery on a rainy Saturday a few years ago.  We took the quick tour and sampled their beers. The brewery was one large room of kettle, brite tanks and fermentors, lined with kegs and a bottling line. Post tour, we hung out in their tasting room.  Being that the brewery was located in a 18th century building, that I believe at one point was a local brewery as well, the room had very high ceilings, exposed wood beams, with a pool table, couches, and a few tables and chairs.  Kinda like a collection from the Salvation Army in someone's old barn.  It rocked. I could have stayed there all afternoon, drinking the rain away.

I returned many times for the tour, and just to hang at the tasting room.  People would bring their dogs and hang out, I loved it.  Yards was as true to their Philly roots as they could be, brewing recipes of "Colonial" beer found in Ben Franklin's writings, and a few others. 

Yards recently went through an owner/brewer shake up and has moved locations.  I hear they are almost brewing again, or are and should be back to full steam soon.  I hope the beers are the same and for their continued success.