subscribe » advertise » wholesale » contact us
ColumnsReviewsFeaturesRegionalVideosBlogs
/// HEARD IT THROUGH THE HOPVINE
 
JUNE/JULY 2015 » BACK TO HOPVINE INDEX
 
HEARD IT THROUGH THE HOPVINE
Great date, less rape… Although A-B InBev issued an apology, announced it would immediately cease production of controversial beer labels and said it would NEVER DO IT AGAIN, the company is still smarting from the blistering backlash from social media over its ill-conceived “Up for Whatever” ad campaign. Given the random labels sporting slogans like “The perfect beer for removing ‘no’ from your vocabulary for the night,” the average beer lover must be wondering what the ad agency folks were smoking when they came up with this campaign. Sure, it’s only Bud Light, but the company took massive heat for this WTF moment in advertising stupidity. Bud Light Vice President Alexander Lambrecht said, “It’s clear that this particular message missed the mark, and we regret it.” Missed the mark? Talk about the tone-deaf facing the music… In unrelated news, a number of brewers in Oregon are competing to turn sewer water into beer. No, really. The goal is to use recycled sewer water purified enough for brewing. We’ll leave the last word on the subject to Conan O’Brien, who said on his show, “I guess the brewers said, ‘Hey, if Bud Light can do it, we can do it!’”…

A Bitter Suit Filed in Oregon: A class action lawsuit recently was filed by some 50 craft beer enthusiasts alleging that a dozen Oregon breweries have made false claims about the IBUs (international bitterness units) in their beers. “Essentially, this is a case of false advertising,” says Tim Crews, one of the plaintiffs filing the suit. “These breweries are putting inaccurate IBU numbers on their beer labels, and it’s time they answered to those misleading claims.” IBU calculations are made using a complex mathematical formula that is based on many variables. IBU numbers range from around eight for mainstream light lagers to more than 100 found in some imperial IPAs. There are theoretical limits on just how many IBUs you can infuse into beer, and theoretical thresholds on how many IBUs humans can detect. Most experts agree that both of these upper limits are somewhere around 100. We’re not really sure who might be injured by this IBU crisis (or not injured enough), but many thanks to Bellingham beer blogger Aubrey Laurence for bringing it to our attention. A bitter beer battle indeed…

Pizza and Beer? How about Pizza Beer! A video bouncing around the interstate shows the making of the all-new pizza beer from Pizza Hut. Called “Pepperoni Pilsner,” the beer features “rich notes of Italian herbs, fruity Roma tomatoes and Peruvian cherry peppers.” Mmmm… sounds delish. Can this be true? An inspired melding of food and beverage? Did this hit on April 1?…

Coming on the heels of the recently released She’Brew Triple IPA (She’Brew Who Must Be Obeyed?), Shmaltz Brewing Company in upstate New York proudly announced the birth of an extremely rare and precious creation: Circum Session Ale. Oy, that Jeremy Cowan is at it again. Clever name, but could it also be called Working for Tips? We’ll ask the mohel…

A scientist and a fashion designer have a simple recipe to create the perfect dress. Get some beer, add some bacteria, and let the organisms create cottonlike fibers. Gary Cass and Donna Franklin have developed what they call “fermented fashion,” and their “beer dress” made its debut in May at Expo Milano 2015. As part of the art project Micro’be’ the team also designed a wine dress based on the bacteria’s production of cellulose, the structural material in the cell walls of green plants. Beer and wine wearables. It’s coming… How about Soap for Hipsters: coffee, bacon and craft beer. A soap that smells just like your beard?…

There’s a FiftyFifty chance that BART will sue B.A.R.T.: FiftyFifty is a craft brewery and restaurant located in Truckee, Calif., and known for inventive and assertive beers like Donner Party Porter. You know, something to have when you’re eating George. The brewery made its bones (so to speak) with its specialty barrel-aged beers. Among those is one dubbed Barrel Aged Really Tasty, or, as it is labeled on the bottle, B.A.R.T. The brewery recently applied for a federal trademark and was astounded to be opposed by Bay Area Rapid Transit (known to all as BART). “We were very surprised to get opposition from Bay Area Rapid Transit,” said FiftyFifty owner and CEO Andy Barr, pointing out that trains and beer are very different things. The name actually stems from Brothers Todd and Kyle Ashman, two early brewers who put FiftyFifty on the map, to memorialize their brewery dog, Bart. He passed at 20 and was remembered in the beer’s name. The matter is yet to be decided. Best get your B.A.R.T. beer now, but don’t drink it on BART …”
 

Advertisement

 

home » columns » reviews » features » regional » videos + » blogs » events » subscribe » advertise » wholesale » contact us

© Celebrator Beer News | Dalldorf Communications, Inc. All rights reserved. Hosting provided by RealBeer.