The Dumbing Down of American Beer

Firstly, thank you to Michele of Shore Point Distributors in Freehold for taking the time to answer a few questions about your employer, the Beer Supplier to Seastreak. Michelle we hope you enjoyed your ride on the Ferry and arrived home safely. Now, perhaps you can convince your employer to promote some other Coors brands on the Boats. Killian's, Caffrey's, Winterfest, Steinlager and Blue Moon are all Coors Brand's and more flavorful and tasty brews by comparison with some of the other Coors products. I also note that Yuengling is also distributed by your employer. They make a great Porter and a decent Lager and the are available in cans. Hey, it can't hurt to ask, right?

There was a time when America's mainstream brews were flavorful and full bodied. Where each beer had a distinct character and brand loyalty was based on a beers taste not the Swedish Bikini team or a pair of talking Geckos. That era has passed. The descent into beer purgatory started during the 50's. By the 80's the only tasty beers were imports. The rest of the market was mass produced, mass advertised and intended to be consumed in mass quantities. Today's mainstream brews focus more on convenience and "refreshment" as opposed to character. This is how they are marketed and this is what they live up to. American mainstream beers have largely evolved to become what are called "Adjunct Lagers." They are fermented from a certain percentage of malted barley, but also corn, wheat, rice, sorghum and other less expensive cereal grains. They are lagered with carefully cultivated yeast strains. They are lightly hopped with carefully processed dried hop pellets. The resulting brews are very mild in the palate. The brewers aim is to not offend anyone’s tastes as opposed to seeking a distinctive flavor and style. This guarantees them the broadest possible appeal to consumers. As the resultant beers are so mild and similar in profile, brand loyalty is acquired through marketing and gimmickry and not the brewing art.

These modern macro-lagers are however masterfully consistent - a Coors in Denver will taste the same as one in Miami regardless of which brewery it was produced at. This is indeed a modern marvel. Alas, to me, drinking a consistent bland beer is nowhere near as rewarding as savoring a full bodied beer with character. Just ask a serious scotch or wine drinker why they drink what they drink. They will likely tell you that they enjoy the depth and character of the drink they may say they find it relaxing to linger over a glass or two trying to tease ot the taste of the soil or the oak. They may also have a list of "every day" or "ordinary" drinks that they enjoy with meals or at parties. They also have "special occasion" drinks that they enjoy with a good book. It is also this way with many beer aficionados.

Now, we all know the stereotype image that beer drinkers have ... It does not have to be that way. The Craft Brewing Movement is taking back our beer. Now you can get reasonably priced, distinctive beer at most well stocked stores. In our area check out the vast selection at the Spirits Unlimited outlets in Red Bank and Middletown. Even our little Buy-Rite in Atlantic Highlands has some nice macro alternatives as well. Go ahead think out of the box. Before you grab that 30 Pack of Keystone and head for the block party, consider instead a couple of six-packs of a decent American Pale Ale or a locally brewed Pilsner. You may just find a new "usual."

Remember to think Global and Drink Local.