Long have the FTC and advocate groups argued that the alcohol industry has created characters and messages targeted at youth, but this was during an era of media outlets that were sans-digital; the review of online advertising and social media was ignored primarily because it didn’t exist.  But these mediums have not only been conceived, they have emerged from their infancy. 

The last time the FTC looked into the advertising practices of the alcohol industry was 2008.  Using data from 2005 they discovered that only 1.9% of the alcohol industry’s $3.3 billion marketing expense was dedicated to digital media.  It will come to no one’s surprise that this category has increased from seven years ago, and quite frankly, the amount is irrelevant.  What will be relevant is the percent change in dollars spent, the content of those messages, and the target age of the industry (whether actual audiences of “followers” are built on those efforts or not).

There are over 175 million tweets on Twitter and 2.5 billion “likes” on Facebook every day – giving both merit and leverage to the savvy brewing, distillery, and wine making advertiser.  As a result, the FTC is requiring 14 major alcoholic beverage producers to release information about their internet and digital marketing, including Anheuser-Busch.  The end goal – a report that may be completed by the end of this year to help determine future advertising rules for a medium that has long been overlooked by the commission.

Critics of the alcohol industry’s marketing efforts are likely cheering the initiative, which suggests that the FTC will provide recommendations on how the alcohol industry should regulate itself.

Johns Hopkins University public health specialist David Jernigan was quoted saying “The industry is innovating quickly, while the pace of regulation and monitoring has lagged.”

Sara Mart, research director for Alcohol Justice, an advocacy group that criticizes the alcohol industry’s “negative practices” said, “They’re everywhere. They’re blanketing online.”

While the impact of the study is going to be felt throughout the entire alcohol industry, brewers that utilize social media such as Twitter and Facebook to develop “communities” of followers and brand loyalists will be particularly interested in the recommendations made (I’m sure Tony Magee will have a few comments on Twitter).  And while the commission is limited in what it can do with the information collected (short of unfair or misleading advertising), if recommendations are not observed, the result is often negative publicity on behalf of advocacy groups that seek to restrict and even regulate or govern the marketing efforts of industries that produce products for adults only (i.e. alcohol and tobacco).

As can be expected, guidelines will recommend no content targeted to minors, but additional measures may require age verification and audiences of no less than 70% being of legal drinking age – this based on existing recommendations for traditional media.

In the spirit of the piece, you and the 50,000 other “likes” of the Beer Universe Facebook community can tell us, the brewing industry, and even the FTC what you think.  Share your comments.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo.

Total net sales for MillerCoors rose 3.6 percent in the same quarter reaching an astronomical $1.76 billion—that's billion, with a B.  Hot sales can't be all about nice weather, can it?

A staple at many summer cookouts is the shandy.  The half-beer half-citrus drink concoction usually carries a lower alcohol content, making it the perfect accompaniment to a sun filled afternoon.  MillerCoors ramped up the 2012 shandy season by releasing Leinenkugel's Summer Shandy a month earlier than in 2011 and sales boosted the craft and import division. 

The company also reported increased sales in Blue Moon, another beer associated mostly with summer.  According to MillerCoors, sales gained in two of its core regions, the Northeast and Midwest.  SAB Miller continues it's thrust to be the largest brewer in the world, stateside the brands take 30% of the beer market share (coming in second behind Anheuser-Busch InBev's nearly 50%).

Long's outlook is positive, especially concerning the addition of Crispin Cider Company as production moves forward with a line of high-end, gluten free apple beverages.  Affiliate press Fox Barrel is doing the same, only with pears as the main ingredient.

Abroad, MillerCoors experienced significant growth through the Italian brand Peroni.  The blue ribbon Nastro Azzurro is Peroni's top seller, but the brand is growing in popularity with a series of different lagers.

“We are encouraged by our trend improvements, and we have the right strategy, programs and people in place to continue growing our brand strength and earning customer preference,” said Long in a statement released May 8, 2012.

Even with a challenging market, the big beer companies are still dominating the marketplace. I suppose that even though craft beer is "nipping" at their heels, they don't have to be worried too much, just quite yet.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Michael C. Upton is a staff writer for Beer Universe, you can follow him on facebook.

Different Varieties and ABV

American Light Beers
This variety was not made for the beer drinker looking to sit back and relax, rather for the drinker that is looking to put away a lot of beer in a short period of time.  Want further proof: CAN You Buy Into the Newest Innovation by Miller?  These beers commonly contain around 4.2% ABV.

Stouts
Stouts are typically comprised of a long and extensive grain bill.  This wide variety of grains allows brewers the luxury of being able to infuse a wide variety of complex flavors.  Lots of grain means more flavor and alcohol, typically in the 7-8% range.  Some stouts even stretch the range of reasonability such as Dogfish Head World Wide Stout which has an astounding 18% ABV.

IPA’s
This variety can have a wide range of ABV’s.  Stardard IPA’s typically have an ABV of 5-7% while double or imperial IPA’s are typically closer to the 9-10% range.  The higher alcohol content is typically used to balance out the intense bitter from the hops.  An IPA with a lower ABV is going to be smooth and crisp (e.g. Founder’s Double Trouble 9%), while a higher ABV will have a thicker syrupy feel (e.g. Dark Horse Double Crooked Tree 14%).

Belgians
Beers that are classified as Belgians typically use a specialized variety of yeast that gives the beer a subtle sweetness.  Many brewers balance the sweetness by raising the ABV of many different Belgian varieties.  This is accomplished by adding sugar, which doesn’t add sweetness, since all the sugar is converted to alcohol.  Some common Belgian varieties include Strong Ales such as Duvel (8.5%) and Quadruples such as St. Bernardus Abt 12 (10%).

Specialty Varities
Some of the craziest brewmasters in the world have come up with a variety of special brews that are frankly unclassifiable.  The only thing that makes most of these “beer” is based on the ingredients used.  Take a look at this list: The Strongest Beers in the Universe and 120 Proof Beer – The Strongest Beer in the World - For Now.

If you are enjoying a nice meal or sipping in the company of friends, we recommend something with a higher ABV for thoroughly enjoying the experience.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife.

The Shelton Brothers, a Massachusetts importer of popular foreign brews such as Mekkeller, filed a lawsuit with the state of New York bringing into question two state excise taxes, from which New York brewers were declared exempt.  The March 28^th ruling declared the law unconstitutional and as a result, all brewers now have to pay 14¢ per gallon for brews sold within the state and an additional 12¢ per gallon for brews sold in New York City.  The revocation of this law raises the cost of a barrel of beer by $3.50 and 48¢ for a case of beer. 

The negative effects to this change could be far reaching.  The most obvious change is for the consumer.  The increased cost to the brewer means that wherever you purchase your brew, New Yorkers should expect the median price of beer to increase.  It seems to discourage the development of new local breweries and those within the state looking to expand will try to cross state borders.  Southern Tier and Anheuser Busch have already established breweries in New York, but other larger breweries that are looking to increase their presence out east will look at states besides New York.  All of these factors equate to fewer new jobs in the state.

The backlash from the small brewery owners was heard loud-and-clear by local lawmakers and they have sprung into action.  Senator Charles Schumer is currently working on a Federal relief plan that has been tabbed the Brewer’s Employment and Excise Tax Relief Act, or the BEER Act.  Under this proposal, the $7 tax charged per barrel would be cut in half for the first 60,000 barrels produced and lowers the same charge by $2 on the next 1.94 million barrels produced.  On the local front, Senator Lee Zeldin has introduced a bill that would provide a tax credit that would nullify the 14¢ per gallon tax for the first 200,000 barrels produced.  If these new laws are passed, it shows signs that New York is interested in having patrons drink local, which we alluded to in this article: Can the Craft Beer Market Continue to Thrive?

I am just happy to know that politicians are hard at work on important issues for a change.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife.

Despite the negative connotation, malt liquor is technically just a style of beer similar to how you would define a lager or pale ale.  When brewing this variety of beer, brewmasters are looking for ways to make an easy to drink, yet high alcohol brew so consumers get the biggest bang for their buck.  Special ingredients for this brewing variety include corn and sugar, usually dextrose or fructose.  The last step to making this magic concoction is adding alpha amylase, an enzyme that specializes in breaking down the complex sugars in corn, thus raising the alcohol content into the 6-9% ABV range. 

We wrote about: The Truth About Malt Liquor, which describes some of the more common characteristics of Malt Liquor and even rates a few of the most popular brands.  I send a personal shout-out to Mickey’s Fine Malt Liquor, which I will enjoy as a nostalgic beverage from time to time.

Some of the braver craft breweries will not be deterred by the perception of malt liquor.  There have been a few different varieties of craft malt liquors produced and we can all hope that these brewers continue to push the boundaries of brewing genius.  Here are a few of the most recent variations:

• Dogfish Head Liquor De Malt – This beer was advertised as the only bottle conditioned malt liquor.  It was made with a complex variety of blue, red, and white gourmet corns.  This brew was sold in a 40oz vessel and even came with a hand stamped brown paper bag.  The brewery claims to have put this beer on hiatus due to labor intensive packaging.
• Rogue Dad’s Little Helper Malt Liquor – This brew was made as a commemoration to Henry Jackson Smart, whom is said to be the inspiration behind making Father’s Day a national holiday.  In 2011, Dad’s Little Helper was rebranded as a Black IPA.
• Full Sail Big Daddy J’s Malt Liquor – This is one in a series of special releases that was inspired by different members of the Full Sail team.  A portion of the 2012 proceeds go to Helping Hands Against Violence.

Maybe in the near future, beer drinkers will have something a little classier to duct tape to their hands.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife.

“We tend to have hop head customers,” explained Brown while drinking a Dark Horse Brewing Company Double Crooked Tree (12% ABV).  “They look at this place as an IPA/Double IPA Destination.  We get groups of people from New York, New Jersey, Maryland.”

His business partner Futty sipped Ballast Point Brewing's Sculpin IPA, one of the new brews on tap.  Twenty percent of The Fridge's tap lines are solely dedicated to IPA's.  The hardest beer for Brown and Futty to procure on draft was Alesmith due to the company's small distribution.  Still allusive are products from Russian River Brewing Company (the duo call Russian River's I.P.A the Holy Grail); the brand simply does not distribute into Lancaster County, Pennsylvania.  Brown and Futty hope that fact soon changes.

The triangle-shaped establishment offers over 400 different brews for in-house consumption or to-go purchase.  Customers can buy one beer or as many as they like—within reason.  The draft selection is ever-changing at The Fridge.  Sometimes Brown and Futty don't even know what the distributor is going to bring along.  Often, previously unavailable craft breweries aim to push into a new market and all of the sudden they pop up at The Fridge's doorstep.  And the opposite is also true as smaller breweries cut distant distribution to assuage growing demand in their own area.  Customer demand at The Fridge for hard to get drafts is staggering.  A sixtel of Troegs Brewing Company's Double IPA disappeared in 25 minutes.  A half barrel of Bell's Hopslam lasted only eight hours.

“The tap handle was smoking with that one,” said Brown.  “Every day there will be one or two new, different beers on tap.”

The inspiration for The Fridge came over a bottle of Stone Brewing Company’s IPA  The beer opened up the long time friends to a new world of taste.  They grew into fanatics.  They traveled over multiple state lines just to get a new IPA  For years they got together, drank, discussed and enjoyed beers.  Then it dawned on them, they could open the ultimate beer fridge.  The Fridge was born.

So, if any tourists in the heart of Amish Country are ever thirsting for an IPA, they can stop in at Brown and Futty's beer-dream come true.  Ask any beer aficionado in the city of Lancaster, The Fridge is a Godsend.

Your Beer. Your Choice. Drink Up.
- Beer Universe

Michael C. Upton is a staff writer for Beer Universe, you can follow him on facebook.

No, seriously, someone actually published a study.

Reports all over the media—from daily medical news sites to regional television news stations—are trumpeting the findings of a study by the University of Illinois at Chicago's Psychology Department.  The study, “Uncorking the muse: Alcohol intoxication facilitates creative problem solving,” by Andrew F. Jarosz, Gregory J.H. Colflesh, and Jennifer Wiley shows that men who consumed the equivalent of two pints of beer actually outperformed their sober rivals when it came to finding solutions to brain teasers.  Not only did the drunkards get more problems correct, they answered them quicker than the teetotalers. 

The conclusion is that alcohol intoxication at the level of 0.07 percent allows the mind to concentrate at a higher level enhancing creative problem solving.  Maybe that is why some people are better at pool after a couple beers.  It may explain the popularity of bar room trivia contests.  The study is clear to state its focus is on creative problem solving, not rational decision making (like getting behind the wheel of a car after drinking, which is never a good idea). Scientific opponents to the study agree in part, but also point out that a good night's sleep could achieve the same level of problem solving.

“We have this assumption, that being able to focus on one part of a problem or having a lot of expertise is better for problem solving.  But that’s not necessarily true. Innovation may happen when people are not so focused. Sometimes it’s good to be distracted,” Wiley, a Cognitive psychologist, said in a recent interview published at MedicalDaily.com.  “The bottom line is that we think being too focused can blind you to novel possibilities, and a broader, more flexible state of attention is needed for creative solutions to emerge,”

The study targeted 40 male social drinkers between the ages of 21 and 30 (whom she found on campus and through CraigsList).  The group was split in half; 20 remained sober and the other 20 went about their normal drinking activity for a month.  If any member of the group displayed signs of alcoholism or other result-compromising behavior they were removed from the study.  Science minded individuals might want to check out the published study here: http://litd.psch.uic.edu/personal/jwiley/drunk.pdf.  A beer or two might be a good idea before sitting down to comprehend the technical verbiage. 

Your Choice. Your Beer. Drink Up.
- Beer Universe

Michael C. Upton is a staff writer for Beer Universe, you can follow him on facebook. 

1. Miller Park, Milwaukee Brewers

The leadoff hitter is one dimensional, not a lot of power, but they need to get on base.  Miller Park has an amazing selection of Wisconsin craft beers: New Glarus, Capital, Leinenkugel’s, Lakefront, Sprecher and Milwaukee Brewing Company.

Highlight Reel: Spotted Cow

2. PETCO Park, San Diego Padres

Second batter is a little more versatile.  The home of the Padres’ has some of SoCal’s best breweries represented: Stone Brewing Co., Green Flash and Ballast Point.

Highlight Reel: Stone IPA

3. Coors Field, Colorado Rockies

This park is named after a beer so you have to expect big things from this park.  Lots of power here: Oskar Blues, New Belgium, Boulder Beer Co. and SandLot.

Highlight Reel: Dale’s Pale Ale

4. Nationals Park, Washington Nationals

Nothing but power in the cleanup spot and this park can back it up: Dogfish Head, Flying Dog and UnderDog.

Highlight Reel: 60 Minute IPA

5. Safeco Field, Seattle Mariners

Another spot in the lineup you expect power out of and this stadium won’t let you down: Elysian, Deschutes, Firestone Walker, Lagunitas, Alaskan, Mac & Jacks and Boulevard.

Highlight Reel: Mac & Jack’s African Amber

The rest of lineup is usually filled with roll players, but as you can see from the list, this lineup is stacked.

6. AT&T Park, San Francisco Giants

This ballpark highlights some of the finest California breweries: Anchor, Sierra Nevada, 21^st Amendment and Highwater.

Highlight Reel: Anchor Steam

7. PNC Park, Pittsburgh Pirates

Visitors to PNC Park can purchase a Beer Passport, which allows them in the gates 90 minutes early and gives fans access to a beer tasting of some great craft brews: Erie Brewing, Flying Dog, Church Beer Works, Victory, Tröegs and East End.

Highlight Reel: Victory HopDevil

8. Citizen’s Bank Park, Philadelphia Phillies

With the second Pennsylvania ballpark in a row, there are lots of good options for brews in this state.  The Phillie Phanatic has plenty of in-game options: Sly Fox, Flying Fish, Yards Brewing and Victory.

Highlight Reel: Flying Fish Extra Pale Ale

9. Target Field, Minnesota Twins

The new home of the Twins paid extra attention to the best local craft brews and beer drinkers would not be disappointed: Surly, Fulton, Summit, Finnegans, and Schells.

Highlight Reel: CynicAle

No matter what ballpark you end up at this summer, we encourage you to stay on the look out for foul balls and great craft beer.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife

As of today the future of Bell’s Brewery is unknown, but as early as this fall, the decision to sell may be inevitable depending on the negotiations between founder and president Larry Bell and several minority shareholders.

The majority of the company is owned by the Bell family which consists of Bell and his two children, Laura and David, but that may not be enough to keep the company in the family.  For years Bell has been attempting to buy out minority shareholders in an attempt to gain control over the destiny which seems to be up in the air.  Most recently, Bell spent over $100,000 in legal fees to make an offer to minority owners – it didn’t have the response he expected.  Another shareholder meeting is expected next month, where discussions of a buyout are expected to continue.

In 2010 (the company’s 25^th anniversary), Bells spent $22 million expanding the brewhouse and renovating their Eccentric Café.  Since, the rest of the $52 million expansion project was put on hold as the company seeks to use the saving to buy out 11 of the 14 shareholders, according to Bell.

Over the years, Bell’s relationship with investors has been “bumpy”.  If buyout attempts are unsuccessful, Bell said “It would basically leave us in the position of selling the company upon my death.”  Despite his best efforts to keep the brewery in the family, Bell has not ruled out selling his shares in the company if a resolution cannot be met. 

So just how “bumpy” has the relationship between owner and investor been?  In 2007 some of the company’s current and former shareholders filed a lawsuit against Bell.  According to the court records, the plaintiffs allege that in 2005 “defendant Bell began to execute a plan designed to reduce the number of shareholders and increase his own percentage of ownership in Bell’s Brewery.  Defendant Bell threatened various actions including suppressing company growth and simultaneously threatening the defendant, Bell’s Brewery, will lack resources to pay shareholders in the future.”

The document also said “Bell forced, encouraged and/or persuaded shareholders… to redeem stock at a price established by defendant Bell.”

Eventually the plaintiffs settled with Bell out of court and the lawsuit was dismissed in November, 2008.  The terms of the settlement are not known.

Bell has never seriously discussed selling the brewery, which produced more than 180,000 barrels last year, but knows that there are private equity companies and large breweries interested should the opportunity arise (the brewery is expected to grow by more than 28% this year).  Bell said, “I don’t want to sell, but it’s a great time to sell if I had to.  There are many willing buyers.”

“Our goal is to make this thing economically sustainable for generations,” said Bell. “That may not be the goal of everyone in the company.”

Bell admits that the stress keeps him up at night and the thought of selling is heartbreaking, but he has to look at this realistically.  As such, he has stopped new investments in the company including plans for a canning line and new brewhouse, and ended some of the company’s philanthropic efforts, all in an effort to make another offer to shareholders.

Fans of the Michigan-based brewery and Bells’ beers are already voicing their concern over the rumors of a sale.  What about you?  Could we see another buyout to the likes of Goose Island?  Will there be a consolidation with other craft brewers in the area to form an “alliance”? 

No doubt, the Beer Wars wage on, and to the victor go the spoils.  Let’s just hope the winner preserves the integrity of the beer for the sake of those of us who slake their thirst with the likes of Expedition Stout, Porter, and of course Two Hearted Ale.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo.

If you drink your beer directly out of the can and in a time period greater than 27 seconds, this technology will do very little for you.  However, if you prefer to pour your ice cold Miller Lite into a pilsner glass or are a fan of “shotgunning,” there are some benefits to the Punch Top Can.  This can has a built-in, easy to punch, second tab which allows air to enter the can at the same rate beer flows out.  Without the access point, the beer “glugs” when it is being poured out because air enters the can through the same hole from which it is poured.  In 1996, Coors made the first attempt to combat this problem with the release of the Wide Mouth Can.  Twelve years later, they widened the opening 8% more and even added a vent.  MillerCoors remains hard at work in the crusade against gluging.

If this concept sounds familiar to you, it is because the first ever beer can was essentially a primitive Punch Top Can.  We brought you this story a few weeks ago about the Churchkey Can Company (see: Entourage Star Brings Back Nostalgic Can).  The first beer can was referred to as the flat top can and was opened with a churchkey.  This can opener is used to puncture two holes in opposite ends of the top of the can and has the same effect as the Punch Top Can.

Amy Breeze, Director of Innovation and Activation for Miller Lite (who knew that role existed?), provided some consumer feedback. “In our testing, consumers told us they prefer the Punch Top Can three-to-one over the standard beer can because it’s more like drinking from a pilsner glass.”  Most interesting of all is that MillerCoors has an entire department devoted to “Innovation and Activation for Miller Lite”.

MillerCoors will be releasing a number of ads promoting the improved can.  Their approach to the ad campaign from Smart: “We’re proud of our product and think everyone will have a blast exploring different ways to open it.”

So I ask you Beer Universe readers, how will you open your Punch Top Can? For more reading, take a look at how this plays into our Top beer 5 trends to watch for 2012.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at @jagatelife.

The vacation cruise industry is known for luxury, wanting for nothing, and excess in all areas.  But there is one noticeable void for craft beer enthusiasts once you get on board - an extensive beer selection.  Being at sea without access to one of the many U.S. craft beers (or imports for that matter) has left many feeling stranded, wishing they were in port or had smuggled a “booty of beer” in the luggage.

Fortunately, (I’ve always wanted to say this…) “Beer has come to the rescue!”  Royal Caribbean has added a series of new beers that includes a wheat beer from Widmer Brothers and an India pale ale from Redhook brewery.  This expanded beer selection is featured on 11 of the 22 ships in the fleet, and now offers more than 40 beer choices, up from about 25 just one year ago.

Also included in the expanded offering are: Sierra Nevada Pale Ale, Sam Adams Double Bock, and for the Belgian beer lover, Trappist representation from none other than Chimay.

Royal Caribbean’s director of fleet beverage operations Bob Midyette admitted to not always paying attention to beer, but said of the cruise line’s efforts, “We thought we’d define what is state-of-the-art and what is world-class (in beer choices) to provide some diversity to our guests.”

Part of the decision is based on the diversity of Royal Caribbean’s patrons.  For the first time, more than half of the line’s guests will come from outside North America.  Wanting to meet the expectations of all guests, passengers like to see at least one familiar beer from home on the menu.  To accommodate, Royal Caribbean’s international selections include a line-up of familiar faces across the globe that includes Kirin Light, Peroni, Carlsberg, Spaten, Pilsner Urquell, Bass, Boddingtons Pub Ale, Newcastle Brown Ale, Guinness Draught, and Murphy’s Stout.  And if you’re worried about getting a little tipsy and going overboard, Buckler and O’Douls are available as non-alcoholic choices.

If the expanded selection and catering to craft beer lovers isn’t enough, later this year Royal Caribbean will begin offering a gluten-free beer from Dogsfish Head, further demonstrating the line’s commitment to a world-class selection of great beer.

Midyette explained that the move hasn’t been without challenges.  Space constraints, lead time, and being able to anticipate the customer’s demand for product have created what he calls “moments of spectacular irritation.”  However, he says that the “logistical pain” is worth it.  Midyette noted that “beer is a relatively stable category”, referencing beer sales despite economic conditions; something he says affects the sale of wine. 

As a passenger on several cruises and having been “stranded at sea” without my beer, this author is encouraged to heed the call to “come aboard” again soon, and agrees with Midyette’s comment that “the effort is indeed worth it.”

Now if only we could get the airline industry to follow suit...

Your Choice. Your Beer. Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo.

Starting in 2008, the brewery teamed with the global microfinance nonprofit ACCION USA to create Brewing the American Dream®.  The initiative provides loans to small, food and beverage industry businesses (with between one and five employees) who might not find favor in the eyes of mainstream banks.  The little loans average about $7,000, but range from $500 to $25,000.  According to the Boston Beer Company, it is a way for founder Jim Koch to help small businesses (especially breweries) start up, something he knows well.

At its foundation in 1985, the Boston Beer Company had two employees, no office and no distribution.  Koch actually went bar to bar handing out samples of his pioneering brew.  Fast forward to 2008 and the micro- turned macrobrewery was able to drop $250,000 into a loan fund to start the program.  Not just cash, Brewing the American Dream® provides support for businesses through coaching and mentoring workshops.  An approach called “speed coaching” allows entrepreneurs and owners 20 minutes of face time with industry advisers. 

After the program became successful at helping businesses in Boston, it moved into the rest of New England, New York, Pennsylvania and Ohio.  Over the years, more than one million dollars in loans wound up in the hands of business owners.  Now, the program will offer speed coaching on location in Los Angeles, Denver, Washington D.C., Austin and San Diego.  The loan program goes nationwide with the addition of online tutorials and the company estimates an additional one million in loans this year alone.

So, if you've ever wanted to start your own brewpub, now is the time!  Applicants can go to the Brewing the American Dream® website for more information.  Cheers!

Your Choice. Your Beer. Drink Up.
- Beer Universe

Michael C. Upton is a staff writer for Beer Universe, you can follow him on facebook. 

The plan is to build 2-3 breweries each year in the areas where current breweries no longer meet customer demands.  SABMiller sees great potential in the African market.  The last quarter of 2011 saw an 11% volume increase (compared with volume decreases in the US) and SABMiller is looking to strike while the iron is hot.

Average annual beer consumption in Africa is 8 liters per capita, which is miniscule compared to the 70 liters consumed annually per person in America and Europe.  The number proves that beer is more of a status symbol in Africa than a luxury.  SABMiller’s primary goal is to make beer consumption a social beverage enjoyed by everyone rather than just the elite. 

SABMiller’s first attempt was to make a brew with cassava, which is a root vegetable grown in abundance in Africa.  SABMiller began work on this special African brew in 2010 (see: SABMiller Hard At Work in Africa), but the product did not hit the shelves until late 2011.  Impala Lager is produced using cassava in place of a large portion of the barley.  This crop is plentiful in regions surrounding the Mozambique brewery and is also drought resistant.  Using cassava provides an economic boost to the local farming economy and produces an end product is sold at 75% of the cost of standard lagers.

SABMiller has also paid close attention to the large number of homebrewers in Africa.  To target these individuals, they have produce a commercialized version of a common homebrew made from corn and sorghum that has been named Chibuku.  This milky looking beverage is sold in cartons and sells for 40% less than the common lager.  The beer is nicknamed “Shake-Shake” because it requires a vigorous shake prior to consuming.  This beer in a carton cannot be pasteurized and therefore has a shelf life of 5 days.  This brew begins at about 3% ABV and continues to ferment, reaching up to 5% ABV towards the end of its shelf life.

If you want to find a carton with a little extra kick, we recommend grabbing a carton with the soonest expiration date.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife

AB InBev, the world’s largest brewing company, is acquiring 51% of Cerveceria Nacional Dominicana (CND) for $1.24 billion.  The sellers, E. Leon Jimenes SA and Heineken NV, will receive $1 billion and $237 million in cash for their respective 41.8% and 9.3% stakes in the Dominican brewer. This announcement comes at the same time when Molson Coors announced its plan to purchase StarBev in Europe for $3.54 billion.

For those of you at home a little confused or just trying to keep up, here is a dissection of the world’s largest brewer that might help you keep track of who is doing what:

• Interbrew was formed in 1987 through a merger of breweries
• AmBev was formed in 1999 through a similar merger of breweries
• In 2004 Interbrew and AmBev merged together to create the world’s largest brewing company InBev, but maintained AmBev as a separate unit for holdings within the company.
• In 2008, InBev merged Anheuser-Busch to create AB InBev.

See it’s simple, and with the purchase of CND we spared with becoming familiar with yet another new identity.  The company’s AmBev unit is making the purchase, so the AB InBev name will remain intact (but as we’ve seen, that could change anytime).

Earlier this year AB InBev announced higher than projected revenues and fourth-quarter profits for 2011.  However, the brewing giant saw volume fall in Western Europe and North America.  Perhaps the company’s core brands have reached saturation or maturation in these markets.  As a result, AB InBev is raising prices there to compensate for stagnant growth, and expanding their presence in emerging markets where the standard of living and disposable income are improving (i.e. where they can attract new beer drinkers to their brnds). 

AB InBev still has concern over the decline in the U.S. where the company’s presence is highest.  But the purchase of CND shows a broad strategy to remain the world’s largest brewing company, and a resolve to withstand declining consumption of their products, even where they are most prevalent.

Your Choice.  Your Beer.  Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo.

Recently, MolsonCoors pressed on in the central European front by agreeing to acquire StarBev for a massive $3.54 billion (the move is still pending antitrust approval by European competition authorities).  Anheuser-Busch InBev declined the opportunity to act on a first option bid on StarBev's sale.  The move is the largest move for MolsonCoors since acquiring Foster's in 2011.

StarBev is comprised of nine breweries representing 23 brands in nine European countries.  Seven of those brands represent distribution and licensing rights for well known imports like Beck's, Stella Artois, Hoegaarden, Lowenbrau, and Spaten. 

The flagship brand for StarBev is Staropramen.  Available in 30 countries worldwide, Staropramen is an award winning beer in the Czech Republic and offers six standard varieties—pale ale, lager, semi-dark lager, dark lager, low-carb, and a special malted lager—as well as a non-alcoholic alternative.   Staropramen Cool Lemon is a low alcohol (2% ABV) light beer with, just as the name suggests, a hint of lemon.  Staropramen also produces a special unfiltered wheat beer.  These recent additions to the Staropramen line have contributed to an eight percent increase in Czech domestic sales.

In Hungary, StarBev brews Borsodi, a line of beers named after the geographic region it hails from.  Aside from a standard lager, Borsodi offers Friss, a low alcohol citrus enhanced brew and on the other end of the spectrum, Bivaly.  Bivaly is a strong (6.5% ABV), bitter lager.  A black, stampede-ready bull emblazons the front label of Bivaly just in case you weren't sure this brew packs a punch.

Over in Romania, StarBev brews Bergenbier.  Sorry ladies, this is a man's beer, literally.  Created in 1995 with the direct intent to market a beer for men, Bergenbier even proclaimed May 5 as National Man's Day (Cinco de Mayo, señor?).  Recently, Bergenbier came out with two variations to its standard offering.   Bergenbier Unfiltered is an authentic white beer and Bergenbier Fresh, a fizzy, low alcohol (2% ABV) brew spiked with a lemon flavor.

In this transaction, the beer with the most history is Apatinsko.  This Serbian brewery has been operating for more than 255 years and provides the region's beer needs in the form a brown, plastic 2-liter bottle.  (Apatinsko also comes in regular-sized, glass bottles, but what fun are those?)

Another beer in the StarBev repertoire with heritage is Niksicko.  Started in 1896, this Serbian brew prides itself on fresh, natural ingredients and clean spring water.   Niksicko offers a premium Gold export, a robust dark Tamno and a trendy Nik Cool aimed at younger drinkers.   Niksicko beats out Ostravar in legacy by only a year.  This bottom fermented beer from northern Moravia comes in a premium lager and a semi-dark lager.

The rest of the StarBev breweries produce Kamenitza (Bulgaria), Ozujsko (Croatia), Jelen (Serbia), Astika (Bulgaria), Tomislav (Croatia), Branik (Czech Republic), Velvet (Czech Republic), Vratislav (Czech Republic), Mestan (Czech Republic), and Noroc (Romania). So, by making the move into central Europe, MolsonCoors Brewing inherits a lot of brewing history and takes advantage of trends in a growing market…and gets bigger and bigger.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Michael C. Upton is a staff writer for Beer Universe, you can follow him on facebook. 

Heineken is pulling out all the stops this year with the release of the Heineken Cold Storage Room, which allows campers to have a reliable source for icy cold brews. 

Features Include:

• Security!  Accessing your brews requires a name and finger print
• Ability to store up to 2 cases of your favorite Green cans
• Each patron’s deposit is inventoried, cold stored, and accessible at any time
• Ice cold brews fast!  It only takes 30 minutes for your Heine to reach 34°F

While Heineken tries to improve the beer drinker’s experience at Coachella, one group is hard at work trying to get their foot in the door.  Golden Road Brewery is relying on guerilla tactics to try and get their brews in the hands of concert goers.  Like others before them, this craft brewery is entrenched in the Craft Beer in a Can Revolution (see: Major Craft Breweries Join Canned Beer Apocalypse). 

This Los Angeles based brewery knows the terrain of Indio, California well and is working on a swift infiltration of the event.  Golden Road has set up a number of tastings in the immediate vicinity around the event in order to share the joy of local craft beer.  The Golden Road staff will be taking over a local hotspot, Burgers & Beer, for those that are traveling through the area and want to grab a bite to eat.  They will also be holding beer tastings at two Albertsons’ locations, which serve as one of the last places to buy beer before heading to the music festival.  Per Coachella rules, campers are only allowed to bring one case per person to the event.

Hopefully there will be plenty of “Golden Road Hefeweizen” and “Point the Way IPA” in addition to all of the green cans.  Just don’t try and check your craft brew into the Heineken Cold Storage Room.  We here at Beer-Universe recommend a more traditional approach: filling your cooler full of craft beer and topping with ice.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife.

Bavaria Brewing out of the Netherlands asked for the services of an unlikely spokesman in the beer world, Charlie Sheen.  Most people are familiar with Charlie’s antics in early 2011 that landed him in a rehab facility and eventually lead to his departure as the lead character in Two and a Half Men.  Since checking out of rehab, Charlie has made the most of his situation by allowing sponsors to poke fun at him in a number of commercials.  Two commercials currently running include a Fait commercial and a DirectTV ad which ends with the punch line “Don’t reenact scenes from Platoon with Charlie Sheen”.

Continuing this playful trend, Bavaria has elicited the services of Sheen for promotion of their nonalcoholic brew Bavaria 0.0%.  In this ad, Sheen arrives home from his stint in rehab to a Welcome Home party, where everyone is drinking and having a great time.  A distraught Sheen tries to lock himself away from the party only to find the partygoers are drinking nonalcoholic Bavaria 0.0%.  He emerges though the door with a Bavaria 0.0% in hand and welcomes the crowd (see the commercial below).

Bavaria has put on the full court press with their nonalcoholic brew.  Another ad campaign tags Bavaria 0.0% as the “Personal Beer Trainer”.  This commercial utilizes two sculpted personal trainers, Brad and Kelly, showing you ways to get in shape using only a bottle of Bavaria 0.0%. See: Personal Beer Trainer Commercial. 

So why utilize a big name American actor to promote a nonalcoholic brew you ask?  Beer sales in Western Europe have been steadily declining for the past 5 years.  During that time, total beer sales have dropped 7% to 27.3 billion liters in total volume.  Oddly enough, during that same period, nonalcoholic beer sales have been on the rise.  Nonalcoholic beer sales have increased a whopping 37% to 520.5 million liters and market expects see this trend continuing through 2015.

Most bars in Western Europe even have NA offerings on tap.  Would you be surprised if you walked into your favorite American bar or club to find a nonalcoholic brew on tap?

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife

This is the fourth regional brewery to announce a second location this year, following Sierra Nevada, New Belgium, and Victory, and the move perpetuates the momentum of the craft beer growth.

Pennsylvania-based Victory is opening a second facility in-state, and New Belgium and Sierra Nevada selected Ashville, NC as their new home.  But Lagunitas’ decision to choose Chicago was a little more personal; CEO and Founder Tony Magee was born and raised there.

In the non-traditional fashion we expect from Magee, he first broke the news on Twitter (13 tweets to be exact, 140 characters at a time) telling the brewing community his plans to move to Chicago.  Magee cited that it was the “coolest most fun thing yet in our 19 years”.  He also stated that with calculator in hand and thoughts of the freight cost to ship beer east, taking the “diesel out of the beer” was enough to finance a new brewery - proving that the decision was not just personal, but had financial motivation.

Expected to be operating by the 4^th quarter of 2013, the brewery will consume approximately 150,000 square feet in the former CineSpace movie soundstage complex at 18^th St. and Rockwell in the neighborhood of Douglas Park.  Lagunitas expects to move about 140,000 barrels of their production to the new brewery.  While some of the “suds” will offer Chicagoans fresher beer, most of what’s brewed will be shipped outside the city limits.

In a city filled with many small, local craft breweries (with the notable exception of Goose Island), most welcome the addition as a sign of the industry growth.  Few if any expect the move to have significant impact on their business, as Lagunitas is already distributed to Chicago and the enormity of the brewery is enough to distinguish the incumbents and new resident.  Consider that Lagunitas’ new brewhouse will likely be producing more than all the other city’s breweries combined.

The question that remains is will we see a new definition of “local beer”?  As breweries with roots in one part of the country expand and relocate to new geographic regions, there is no doubt craft beer enthusiasts will enjoy a fresher product; but will they embrace their new neighbor as a “local”?  Those who understand the market today have to respect the strength of these brands and pioneering roots.  Some may even say that at the current industry pace, such expansion is inevitable.  Others might even relate it to the pace of technology – progressing before the market can really adapt to what’s current.   Things are happening so fast and changing so significantly that by the time you finish reading this article, your beer may be due for an upgrade.

Your Beer.  Your Choice.  Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo

Last week, Mississippi Governor Phil Bryant signed a law that allows the professional brewing and sale of beer with alcohol up to 8% by weight (10% ABV).  This measure increases the current limit from 5% (6.25% ABV) and will take effect July 1, 2012.

For the last three years a group called Raise Your Pints has lobbied to change the law.  Self- described as a “grassroots, non-profit organization whose mission is to help bring the highest quality beers in the world to Mississippi”, they were motivated to challenge the archaic state law that’s denied beer drinkers the same variety and choice as their wine counterparts.  The 5% ABW restriction excluded approximately 1/3 of the world’s beer styles according to the group.

While this comes as good news for the residents of Mississippi and the number of breweries is expected to jump a whopping 200%, don’t expect beer hunters to pack up and head south just yet.  There is only one brewery and one brewpub in the state, and the anticipated growth is represented by the four breweries/brewpubs in planning.  But just because it’s not a craft beer destination yet (tied for the fewest in the country – North Dakota), the law means big business for a state ranked the most economically depressed in the country.

“Literally thousands of Mississippians are crossing into Alabama, Arkansas, Tennessee, and Louisiana to buy beer and bring it home”, according to Butch Bailey, president of Raise Your Pints. 

While those sales and the related tax revenue are leaving the depressed state, Mississippi’s only brewery, Lazy Magnolia, had to pass up contract brewing opportunities for other companies due to the ABV restriction.  Thanks to the new law, revenues from these sources will return with expectations of helping business profits, supporting employment, and of course, generate income for the state government.

Mississippi state lawmakers have a propensity to vote against any measure that expands the availability of alcohol, but the promise of economic benefit was enough to gain support for the change.  As a result, Bailey has plans for introducing Mississippians to high-gravity beers on July 1 “in a big way”.  The planning of celebrations has already begun and Bailey is confident that distributors will broaden the states beer offerings to satisfy beer enthusiasts’ demands. 

The measure helps the beer drinkers of Mississippi, but Raise Your Pints isn’t satisfied yet.  The state still prohibits homebrewing, breweries are prohibited from offering samples to visitors, and the group will continue to challenge the limit on ABV with hopes of raising it again (for sale to states that allow higher limits).

Wherever you live, the craft beer movement was fought (and continues to be fought) by thirsty volunteers like Raise Your Pints and businesses with a passion to promote the world’s most popular alcoholic beverage.  Because you have choice in your beer, open one and toast those who came before you and made it possible.  And if you find yourself in the Magnolia State, make a point to stop and support the breweries of Mississippi.

Your Choice.  Your Beer.  Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo

In 1910, prior to prohibition, the number of active breweries was approximately 1500.  The years 1919-1937 marked the Dark Ages of brewing in America.  Immediately following prohibition, the number of breweries grew fairly rapidly to almost 500 active breweries in 1940.  The next 50 years marked the Industrial Age of the American Brewery.  While the assembly line had become a standard of efficiency, all industries made it their goal to find ways to produce more for less.  The market quickly was overrun by the big fish.  The number of breweries toppled during this era, while production efficiency was on the rise.

The 1990’s marked the beginning of the Renaissance Era for brewers.  This era marked a cultural shift for beer drinkers as the craft brew trend became more and more popular.  With the popularity of craft beer on the rise, we see the number of active breweries continue to soar to the current day.

Based on current trends, it appears that this Renaissance Era has not yet peaked.  The number of brewery openings rose 62% from 2010 to 2011.  And opposite of that, the number of brewery closing decreased 68% during the same time.  Overall, this led to an 11% increase in the overall number of breweries from 2010 to 2011.

How long can this era last?  Surprisingly enough, total beer consumption has been on the decline for 4 straight years, down 1.9% in 2010.  However, volume share for craft breweries has seen a steady improvement every year since 2007.  In 2011, craft brewery sales made up 5.68% of the total volume sold in the US.

I feel confident that this prosperous era will continue into the middle of the current decade before the market is fully saturated with breweries.  There are a number of areas and trends that will continue to allow this type of growth. 

• Craft beer will continue to take a bite out of the large brewery’s market.  The market share of the craft beer market is expected to increase 10-15% each year.  At this rate, craft breweries will own approximately 10% of the market by 2016.
• The amount of imported beer saw pretty significant drops around the time of the recession.  There have been some small recoveries, but I would expect imported beer to see minor decreases at the sake of craft brews.
• There is an ever increasing trend to buy local and this includes beer.  Store owners give preference to local breweries when dividing up shelf space.  This will make it more difficult for the large craft breweries such as Boston Beer Company, Sierra Nevada, and New Belgium Brewery to expand across the US.  But in return, I expect to see an increase in the number of local breweries, which will increase the total number of active breweries.

So what can beer drinkers expect as we reach the end of the current era?  I see some early signs showing up as to what we can expect in, what I refer to it as, the Biotech Era.  I expect that the market will expand and in order to survive, you will see large craft and non-craft breweries buying out smaller breweries.  In some instances, it will be for the name alone and breweries will be closed down.  In more favorable circumstances, small breweries will just end up having new management.  We have gotten a glimpse of this trend when Anheuser-Busch purchased Goose Island Beer Company.

As a fellow beer enthusiast, what do you see in the future?

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife

Whether trying to settle the temperature argument, bring both sides together, or just having too much time on their hands, the Kirin Brewery has created the world’s first frozen beer foam.  The process involves freezing regular Ichiban beer to 23 degrees Fahrenheit with a continuous blast of air (like blowing bubbles in milk).  Then, this frozen confectionery dispenses like soft serve ice cream creating an ice cold frothy head to top off your pint.

The dispensed topping not only helps chill the beer, but serves as an insulating lid that reportedly can keep your pint cold for up to 30 minutes.  And because the foam is beer, you don’t have to worry about your beer being diluted with water - a common complaint from those who resist frosted mugs. 

Novelty meets functionality.  Those of you still skeptical or just curious, see Kirin’s video below.

Will beer foam (described as having a creamy texture) be a success?  Who knows; there’s no word on whether this soft-serve treat will even make it out of Japan.  As of now the foam is only available in Tokyo, but the rest of the country will get their taste later this year (May).  There is rumor that Australia (known for having more than their share of Blokes and Sheilas who love ice cold beer) has a market for this and may give it a try. 

One thing that is certain, this will go down as another of the many beer inspired creations that capture our attention, if not our imagination (it might even be enough to swing some of you to the cold side).  To beer hunters everywhere searching for that new experience with your favorite beverage; you have your mission.  And to those who insist on cold beer, if frozen beer foam makes it to your local bar it just might turn out to be more fun than a Ferris wheel, and more tasty than a trip to the ice cream store.

Your Choice.  Your Beer.  Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo

In 2008, Heineken jointly purchased U.K. based brewer Scottish & Newcastle PLC with Denmark's Carlsberg, which marked the beginning of the collaboration between them and UB.  As part of this sale, Heineken received a 37% stake in United Breweries.  Their main motivation with the purchase was to try and gain business in the untapped market of India while the market remained flat in Europe.  The highlight of the deal gave Heineken access to all of UB’s breweries and distribution channels, which is significant because Indian laws limit the movement of alcohol across state lines.  Manufacturing of Heineken has already begun in the cities of Mumbai, Delhi and Bangalore.  By the end of 2013, Heineken will be sold in 20 major cities throughout the country. 

The primary motivation of Indian liquor baron and UB Chariman, Vijay Mallya is to secure funds that can be invested into the company’s failing airline business.  Kingfisher Airlines has run up a massive debt as a result of increased gas prices, pricing competition, and trying to grow the business too quickly.  The airline company has already taken a number of cost saving measures including eliminating international flights and decreasing their fleet from 64 aircrafts down to 20, but these measures have not been enough.  In order to stop the bleeding, UB plans to sell off a portion of the company which would make Heineken the majority shareholder.  At this time, Mallya and his group firms own a majority share of the company at 40.7%.  The current deal on the table would send 13% of their shares to add to Heineken’s 37% stake in the company making them the majority stakeholder of United Breweries.

Heineken has been living on the business model of providing brews to beer drinkers on all ends of the Earth.  Here is a quick rundown of some of the company’s most popular brews in different parts of the world.

• Western Europe: Heineken, Amstel Light, Strongbow, Kronenbourg 1664, New Castle Brown Ale, Murphy’s Irish Stout, Beamish Stout, Birra Moretti
• The Americas: Dos Equis, Tecate, Sol, Cristal
• Asia and Pacific: Kingfisher, Bintang, Tiger
• Central and Eastern Europe: Gösser, Oxota, Zagorka
• Africa and Middle East: Star, “33” Export, Primus

There is a reason why Heineken has been tabbed, “The world’s most international brewer.”

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife

The myth and legend of beer goggles has developed and been reinforced over years with thousands of stories.  Terms like “Coyote Ugly” and “Beer Hot” emerged from escapades that involved consumption of fermentables and the resulting “attraction” to a member of the opposite sex. 

But most of these stories have an origin from MEN who’ve developed a diminished capacity to discern, and a lower standard of attractiveness as a result of too much alcohol, not women.  These stories also make adequate fodder for how married couples can save money by spending less on make-up and more on beer, and are the makings of signs that are synonymous with man-caves and bars (“Beer – Helping ugly people have sex since 1862”).  But through all the lore, there are still those that attempt to PROVE the Beer Goggle Theory.

In the most recent attempt to turn theory into law, researchers at London’s Roehampton University asked more than 100 men and women to rate the symmetry of a pairs of faces.  Scientists have long known that symmetry (which one half of a face mirrors the other) is the result of good genes and hence, tied to attraction.  The subjects, some given alcoholic beverages, while others were given non-alcoholic drinks, rated the faces. 

The results; both men and women who consumed alcohol had a higher instance of rating faces symmetrical when in fact they were asymmetrical.  The results also indicated that women had a higher tendency to this than men.  Shocker!  People who drink have a reduced ability to identify details and discrepancies than those who don’t drink.

Biologically speaking this should also come as no surprise.  It takes fewer drinks and less alcohol for woman to become intoxicated versus men.  As such, we can deduce quite confidently that a female’s judgment would be impaired to a greater degree.  Also no surprise, this research isn’t without scrutiny.

Given the limited scope of the study (reduced simply to symmetry and extrapolated to the belief of attractiveness) and sample size (just over 100 – of which only some of whom were given alcohol), it’s logical to assume there are many in the scientific community who would argue the legitimacy of these “scientific” results.  Consider these statistics alone; given the 2.0 billion people in the world who consume alcohol, a sample size of 100 has a margin of error is +/- 10%.  Said differently, to achieve a result that most statisticians would accept (a margin of error of +/- 5%), the study would need a sample nearly 4 times the size (385 to be exact).

This is not the first attempt to prove the Beer Goggle Theory.  Here are some other examples:

• A Bristol University study found people appear more attractive to both sexes after they’ve had a drink.
• In some cases, just the anticipation of alcohol may be enough to alter judgment.
• Another U.S. study showed that men rated pictures of women more highly after looking at alcohol-related words vs. words about non-alcoholic beverages.
• Researcher Professor Ronald Friedman was quoted as saying “We propose to have found a case of automatic “beer goggling”.”

For every ying, a yang, and for these claims of scientific proof, surely there is research to suggest the contrary. 

A British study concluded that men find women no prettier after drinking, and the Leicester University researchers said, “There was no difference – the men were just as undiscerning as ever.” This is a clear case of science disproving science and fact refuting fact (sarcasm implied for those of you not picking up on the skepticism).

Whether you agree with the evidence, claim, or outcomes of the study, there are few who will refute that the Beer Goggle phenomenon is real.  And while the explanation for such behavior may remain a mystery or under debate, the outcome rarely is.  No surprise, beer can impact your judgment; whether it’s how attracted you are to a member of the opposite sex, your ability to measure the distance to the ground from the structure you’re about to jump from, or your mastery of the English language in the presence of law enforcement. 

This study can be earmarked as another in the ongoing “saga” of Beer Goggle lore; one which “boldly” proclaims women more than men are affected by Beer Goggles, and giving new hope to ugly males everywhere.

Your Choice.  Your Beer.  Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo

Having a little star power to promote your product never hurts, similar to how MillerCoors and Iced Cube hooked up for a new ad campaign. The idea came up over a dinner in 2010 between Grenier and Justin Hawkins, who both wanted to experience what enjoying an ice cold brew might have been like in a simpler time. 

The history of the flat top can originates in 1935.  This can of beer is opened by puncturing two holes in opposite sides of the can’s top using a traditional can opener, tabbed the churchkey.

This concept might be familiar to lovers of quick consumption methods, such as shot-gunning, which allows for a smooth quick pour by allowing air to enter the can at the same rate in which it flows out.  The flat top can enjoyed prominence in the industry until the pull tab can was introduced in the 1960’s.  By sometime in the mid-70’s, the flat top can was nothing more than a fleeting memory as the pull-tab can eventually gave way to the traditional can we use today.

Following the dinner between Grenier and Hawkins, this desire to enjoy a great beer in its simplest form turned into the Churchkey Can Company.  Their first mission was to perfect the flat tap can, which they achieved with help from the folks at Ball Corporation.  The next step was to find a recipe fitting for this most simplistic vessel.  They recruited the services of Portland based homebrewers Lucas Jones and Sean Burke.  This team had spent many years perfecting their craft and chose a classic and fitting pilsner, which was eventually tabbed Churchkey Pilsner.  This creation has the classic light and malty pilsner body, which finishes with the smooth clean bitterness from Saaz hops.  This brew will be sold in six packs right around $10 and will even come with its own churchkey.

Sounds like the making of another great television show to me:

Adrien Grenier – Playing his superstar role, Vincent Chase
Justin Hawkins – The business guy behind the star, Eric “E”
Lucas Jones –Homebrewer searching for relevance, Johnny Chase
Sean Burke – The underappreciated brewmaster, Turtle

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at @jagatelife.

This year, Sierra Nevada introduced their flagship Pale Ale in a 12 pack of 12 oz cans and their Torpedo IPA in a 4 pack of pint cans.  One of the last remaining traditionalists, Boston Beer Company (makers of Samuel Adams) has confirmed reports that they are also working on developing a canned product.

To some craft beer elitists, the idea of a canned craft beer is similarly appalling as a screw-top bottle of fine wine.  There are however, significant advantages to canning versus bottling:

• Cans provide 100% protection from light and oxygen that bottles cannot achieve.  This keeps beer fresher for longer
• When icing down your beer, cold temperatures are transmitted across a can faster than a bottle – achieving an ice cold brew can happen in minutes
• Cans are light weight and significantly easier to transport – this translates to reduction in shipping costs up to 35%
• It takes a lot more force to break a can than a bottle – while this is important for the end user, it is even more valuable for distributors
• While glass is not an accepted receptacle at all venues, cans of beer are allowed almost everywhere including beaches, rivers, ballparks, speedways, swimming pools, and concert venues
• Aluminum cans are very easy to recycle and therefore eco-friendly

While years of perception may favor bottled beer, technology is leveling the playing field.  The can of beer that your grandpa was drinking 20 years ago has seen some dramatic improvements.  Aluminum cans in the modern day are lined with a water-based polymer which shields the beer from being exposed to metal.  For another canned improvement, turn to the brewmasters at New Belgium Brewery.  They add a small dose of live yeast to Fat Tire cans to consume the oxygen in the head space of a can.  Many blind tasters prefer the flavor of the canned versus bottled variety.

The “Canned Beer Apocalypse” was tabbed by one of its founders, Oskar Blues Brewery and they continue to look for ways to provide alcohol to consumers in canned form.  A new branch of the company has been established, Lyons Soul Distilling LLC and the objective is clear: "We're going to can some spirits".  While this project is in its infant stages, a whiskey and agave based liquor are in the works.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at @jagatelife

Despite being the 9^th largest brewing company in the U.S. and a publicly traded company, this brewer is supported by many craft beer drinkers who unknowingly purchase their brands.

Founded in 2008 as the merger of Pacific Northwest craft brewers – Widmer Brothers Brewing and Redhook Ale Brewery, the CBA created a unique partnership that continues to brew craft beer under these more familiar brands.  In 2010 the alliance expanded through acquisition of the Kona Brewing Company , and has since made news with the recent sale of their 42% stake in Goose Island to AB-Inbev.

As an independent, publicly traded craft brewing company (NASDAQ: HOOK), the CBA leverages their knowledge and capabilities in a collaborative effort of production and distribution, yet established independent marketing strategies for each of its brands.  The Hawaiian-based Kona Brewing (producers of Longboard Lager, Pipeline Porter, among other styles) is recognized for its island roots and branded to reflect a relaxed lifestyle.  Widmer Brothers, known for their twists on traditional styles, is arguably the most significant craft brewer to popularize craft wheat beer by introducing palates in the U.S. to their hefeweizen.  And Redhook, founded in 1981, emerged out of the Pacific Northwest with their signature ESB as one of the original craft breweries in the country.

The alliance between these three pioneering craft brands is proving to be successful for CBA investors.  In the company’s 2011 annual report, the CBA announced a sales increase of 13% and an increase in profits by 34%.  Not surprising, the company has spent $8.5 million in infrastructure to facilitate demand, and increased expenditures on marketing and advertising by $7.6 million from 2010; a move that combined with the acquisition of Kona Brewing Company, accounts for the company’s annual growth.

Included with the 2011 announcement, the alliance reported barrel production of 672,600, which generated sales of $149.2 million (an increase of 11% and 13% respectively over the previous year). 

The CBA’s CEO Terry Michaelson said, “Our primary focus remains to be true to our customers, by delivering the most diverse portfolio of high quality beers and brands in the industry that provide unique beer experiences for all occasions.”

In a looking-forward statement from the company, Michaelson added that the company believes there are yet to be realized strengths in the brands and strategy, which will continue the growth of the CBA.  Continuing, 2012 projections for the CBA include sales growth of 10-12%, reduced margins as a result of higher grain cost, additional capital expenditures (estimated at $8.5-$9.5 million) to improve efficiency, and an increase in sales and marketing initiatives.

A company spokesperson indicated that the CBA, who currently distributes to 48 states, has no plans for expanding their beer portfolio, choosing to focus on strengthening the core brands and rotating seasonals instead.

You know them as Redhook, Widmer, and Kona, and considering the brewer’s plans for marketing in 2012, they seem to be content with the anonymity of the CBA, while remaining passionate about branding their specific beers for specific occasions.

Your Choice.  Your Beer.  Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo

After seeing the wild success of Bud Light Lime (the #15 best-selling beer of 2011) for the consumer’s tastes and disposable income, AB-InBev has test marketed and received label approval for a new malt beverage – Bud Light Lime-A-Rita. This shouldn’t be all of a surprise after AB-InBev has released beers like Bud Light Golden Wheat and Bud Light Platinum.

The brewery tested the product under the guise of “Test Beer L” and AB-InBev spokespeople have been declining to comment, but the approval for labeling suggests that the new product will be reaching market soon.  Response from those who’ve tasted “Test Beer L” suggests that it surprisingly tastes just like a margarita.

Bud Light Lime-A-Rita appears to be the latest arrival to the market of what some call “alco-pops” or PABs (Progressive Adult Beverages); malt beverages with a flavor profile of a cocktail vs. a traditional lager or ale.  According to the approved labels, the new product will be available in 6.0% and 8.0% ABV, making it considerably stronger than a traditional Bud Light (but around the same ABV has Bud Light Platinum).

Sales of Budweiser and Bud Light in the U.S. both lost market share from 2010 to 2011, though the beers remain the number three and number one best-selling in the market, respectively.  To maintain their brand value and keep the Bud Light name strong amongst consumers, A-B InBev is updating their marketing campaigns and launching a series of new products this spring, including Bud Light Lime-A-Rita. Another benefit is that loyal Bud Light drinkers will adopt the new beverage due to the Bud Light labeling.

As proof for this formula: in February, Bud Light Platinum achieved 1.0% market share in the U.S. in just one month.  Also due out this spring, expect to see new versions (flavors) of Shock Top and Michelob Ultra as the company looks to increase the market share of the products that collectively declined in the U.S. and globally by 0.2% in 2011.

The introduction of new brands to capture consumer market share in a declining market is not new. As craft breweries are growing at a rapid pace, macro breweries need to respond with “innovative” products. Coors Light announced a new brand a few weeks ago called Coors Light Iced T. We’ll see if we keep on being correct for our Top 5 beer trends for 2012.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo

Lagunitas Brewing Company, located in Petaluma, CA will complete their brewhouse expansion in April, which will also include more space for fermentation and faster lines for bottling and kegging.  When complete the brewery will have an annual production capability of 600,000 barrels; more than three times their current production capabilities.  The all-in price tag for their plans—$14 million. 

Driving the expansion is the demand, or more accurately, Lagunitas inability to meet it.  This is a common theme with successful craft breweries, and makes expansion a priority for breweries that want to continue growth.  With distribution currently in 35 states, the brewery plans to expand to 49 states further necessitate the expansion (sorry Tennessee, state laws on high-alcohol beers have you on the outside looking in).

So just how successful has Lagunitas been?  Consider Lagunitas India Pale Ale (the brewery’s flagship brand) was the number one selling California IPA until 2009 (a state known for producing more than a few of this style), brewery sales are projected to increase 60% over 2012, and they are in the top 15 largest craft breweries in the country.

Aside from helping acclimate the craft beer drinking community to the “bomber” bottles, Lagunitas founder Tony Magee seems to take pleasure in producing labels that reveal his soul, or at least his views.  With bottle in hand you’ll be hard pressed not to have some emotion jarred with Magee’s one-liners, quotes, opinions, cheeky names, and political statements.  Agree or disagree, it doesn’t matter because the product inside the bottle is keeping thirsty patrons buying again and again. 

In this no holds barred expression of craft brew marketing, the branding mirrors the taste – distinct, bold, and memorable.  And in what can only be described as a contribution to the experience, one might read something like “… this is our version of the chaotic end of an era in a bottle”, “we’re all bozos on this bus… who would ever give money to a guy with a name like “Made-off?”, and even proclaiming “yes, there is a God” to waking up with a hangover and finding a warm half-empty bottle of beer on the nightstand.

Despite making circumstance the fodder for his labels, Magee remains true to his craft producing seven year-round beers and eight seasonals, some of which he openly declares on the brewery website, “We don’t know what we’ll brew next.”  Again, product and marketing go hand in hand, because we don’t know what Magee will say or put on a label next.

The continued success and projections for 2012 would have few arguing with Magee’s claims that they have “quietly been the fastest-growing craft brewer for the last two years.”  But to anyone bold enough to dispute, be careful… you just might be the banter on a future label.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Chad Pilbeam is a staff writer for Beer Universe, you can follow him @beernbullcbo

On March 6, 2012 a special committee voted 15-9 in favor of allowing beer to be served in plastic cups at Brazilian soccer stadiums for the World Cup in 2014.  The bill will now be passed on to legislature and before finally approval, a signature will be required from Brazilian President Dilma Rousseff. 

In 2003, a ban was placed on the sale of beer at stadiums in Brazil during football events to try and combat an increasing level of fan to fan violence.  A ten year study of football violence showed that Brazil had risen from the number 3 (behind Italy and Agentina) to the number 1 most violent country for football violence.  During the 10 year study, 42 fan deaths were noted and those instances have not decreased by banning beer sales at stadiums.  The average deaths per year rose from 5.6 to 7.0 during the final two years of the study.

FIFA General Secretary Jerome Valcke is the spokesman for the approval of beer sales even though he continues to rub Brazilian officials the wrong way.  Valcke has criticized Brazil for a lack of effort in planning for the event stating that organizers needed a “kick in the backside”.  While Brazilian officials continue to work hard to pacify FIFA they have chosen to no longer deal with Valcke.

Both Anheuser-Busch InBev and FIFA would lose millions of dollars if the bill does not get approved.  AB-InBev provides a significant sponsorship to FIFA in order to be the “Official Beer of the World Cup”.  And at the most recent World Cup in South Africa, Budweiser beer sales out sold all other beverages (sports drinks, water, and soda) combined.

Beer and football have become synonymous in most peoples’ minds.  As the World Cup invades different parts of the world, FIFA will continue to fight to bring brews to football patrons.  They have already initiated similar conversation with Russia, which has a similar ban for the 2018 World Cup.

I think we can all agree that being able to enjoy a brew while cheering on your favorite team only enhances the experience.  To fans around the world, enjoy these two activities responsibly.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife

So who is the winner? Alaksa. However, Alabama has been receiving a significant amount of press recently for having the highest beer tax in the lower 48.  In addition, a number of other laws are driving brewers far away from this Southern State. 

Top 5 States – Excise Beer Tax Per Gallon

Key question: are resourceful beer drinkers on the lookout for cheaper prices? 

Alabama’s neighbor to the east, Georgia, has comparably high tax rates, but a significant tax drop off is noted on states surrounding these two.  This means individuals in Alabama and Georgia could cross state lines to find cheaper brews.  An evaluation of per capita beer consumption could provide some evidence to back this theory.  Gallons of beer consumed per year in Alabama and Georgia are 30.6 and 29.5 respectively.  The neighboring states of Mississippi, and South Carolina exceeded those consumption values with per capita consumption of 35.1 and 37.0 gallons.  With consumption rates in Mississippi and South Carolina approximately 17% higher, it seems safe to assume that there are a significant amount of consumers crossing state lines for cheaper beer.

One group is working hard to improve the life of beer enthusiasts in the state of Alabama.  Free The Hops is a grass-roots organization with the mission “to help bring the highest quality beers in the world to Alabama”.  Early victories by this group include raising the highest allowable ABV from 6% to 13.9%.  In addition, the Brewery Modernization Act allows brewpubs to sell on-premise.  While a few battles have been won, this group continues to fight.  The Gourmet Bottle Bill is currently with the House of Representatives and would allow for the sale of beer in containers larger than 16oz.  Craft breweries often package specialty brews in 22oz or 750mL bottles, which are currently outlawed in Alabama.  Also, while federal law allows for legalized homebrewing, Alabama state law currently outlaws the practice.  The Homebrewing Legalization Bill is currently with House Economic Development & Tourism Committee to determine if this bill will make it to the House floor. 

And because it is safe to assume the reader is interested, bragging rights go to the following states with the 5 lowest beer taxes:

Bottom 5 States – Excise Beer Tax Per Gallon

Maybe the Cowboy State should be renamed the Cheap Beer State.

Your Choice. Your Beer. Drink Up.
- Beer Universe

Josh Agate is a staff writer for Beer Universe follow him on Twitter at jagatelife