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RBPMail 2.05, May 1996
Real Beer Page Mail (RBPMail) began as a modest update to craft-brew events on the WWW. It evolved into a news digest and sometimes editorial forum. We present its contents here much as they were emailed to subscribers. Often, links you will see are out of date, and businesses referred to may also be long gone.
In this issue:
Beer Terrorism: Threat To Bomb Beer Broadcasters
Members of the Beer Institute and Brewers across North America received
warning from the FBI of an anti-beer advertising terrorist. A press release
from the FBI stated, "While the FBI cannot immediately assess the
credibility of this threat, public safety is the foremost concern, and all
appropriate steps are being taken.." At the heart of the threat is beer
advertising perceived to be targeted at children. The threat's author
apparently draws a relationship about broadcast messages and alcohol-
related deaths. The fact is, each year the nation's breweries do target families
and people under 21: they spend tens of millions of dollars in responsible
consumption and alcohol education campaigns. To learn more, check out the
Beer Institute's pages at: http://www.beerinst.org/action/edu.htm. Parents can
call 800.359.8255 (TALK) for a set of complementary guide books designed
to create effective communciations between parents and childern to help prevent
underage drinking. A digested version of the threat follows:
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Any radio or TV station broadcasting commercials of alcoholic beverages
will be targeted. Hundreds of children die every year because of accidents
involving alcohol. The broadcast industry is mostly to blame for this.
Children see and hear advertisements for Busch, Budweiser, etc. on TV and
radio and get the wrong idea.
The Broadcasting of TV movies and programs involving alcohol are
excluded. What is being addressed is commercials only. Any radio or TV
station that broadcasts an alcohol commercial, or mentions a brewery
sponser (sic) during sporting events, the following will happen.
[1. bomb transmitting equipment
2. bomb brewery production centers
3. trucks displaying logos will be fired upon]
Drinking alcohol is not bad. It's the irresponsibility of breweries to target
young people by the content of their commercials is bad. Fruit juices should
be the sponser (sic) of NASCAR or INDY races, not BUSCH or
MILLER...
To avoid chaos, HEED THIS LETTER WITH WARNING. THIS IS
YOUR ONLY WARNING. DON'T FUCK AROUND WITH THE LIVES
OF OUR CHILDREN.
GOD BLESS.
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Portland Brewbus Launched
BrewTours America, Inc. will launch the Portland BrewBus June 1, 1996.
The Portland BrewBus is a weekly, five-hour guided bus tour of area
breweries and brewpubs each Saturday. Aimed at tourists, conventioneers
and locals alike, this is a docent's tour; not a pub crawl. BrewBus
participants sample 2 ounces each of over 20 beers and learn in-depth how
each beer is made. They'll have lunch at an authentic brewpub and see
highlights of the Portland scene. Each tour can take up to 90 people.
Groups may reserve entire buses and custom midweek/weekend, day and/or
evening tour packages are available. Future BrewTours cities include
Chicago, Denver, San Francisco, Seattle, and Vancouver B.C. The
Portland BrewBus can be reached toll-free by calling: 1-888-BIG-BREW.
You can also surf the BrewBus at: http://realbeer.com/brewbus/. Eric
Bieber, captain of the Portland BrewBus, puts it this way, "Drink beer and
learn something. It's like college all over again."
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Colorado Mourns, Nation's Loss
Russell Schehrer, an original partner and founding brew master of Denver's
popular Wynkoop Brewing Co., died last Friday from injuries he received
in a fall down the stairs of his Brooklyn, N.Y., apartment. He was 38.
Schehrer is survived by his parents, Bob and Nancy Schehrer of Fort
Collins; two brothers, Greg and Mathew; and his companion, Ann Daggett.
Contributions may be made to the Bethesda PsycHealth System, 4400 E.
Iliff Ave., Denver 80222. (Source: Jeffrey Leib, Denver Post, April 30,
Tuesday 2d Edition, Pg. B-05). At the end of February, Colorado lost
another great brewer in Dave Dehaven from Heavenly Daze in Steamboat
Springs. Dehaven was burning up the ski slopes on a self-styled sled late
one night and crashed into a lift pole. Dave earned a Gold Medal at the 1995
Great American Beer Festival in the German-Style Wheat Ale category for
his Heavenly Hefeweizen.
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A-B Asked To Back Up Its Advertising Claims
Truth in Brewing Associates Inc. filed a petition with the Bureau of
Alcohol, Tobacco and & Firearms (BATF) asking that the bureau enforce its
own rules regarding beer labeling and advertising. It is the role of the BATF
to ensure that consumers are not misled by the brewers through inaccurate
labeling and marketing practices. The law clearly prohibits any statements
that, even if not false, "tend to create a misleading impression." When such
statements are made... BATF may punish the brewer by prohibiting sales of
its beer. Anheuser-Busch... is being asked ... to put its money where its
mouth is. Promoting its Budweiser products, Anheuser-Busch uses the
phrase "we know of no brand produced by any other brewer which costs so
much to brew and age." Truth in Brewing Associates asks Anheuser-Busch
to disclose the basis for its claim. In a response, a spokesperson for A-B
stated: "We stand 100% behind the statement on our label which we have
used for more than three decades...We feel the complaint is totally without
merit." A representative from the BATF reported that the petition was being
handled as "a request for enforcement and is under investigation." Truth in
Brewing Associates were unavailable for comment at press time.
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Web Watch
The Real Beer Page announces a diverse group of brew websites to check
out:
Big Buck Brewing http://www.bigbuck.com/
Brew Bus http://realbeer.com/brewbus/
Custom Brew Haus http://realbeer.com/brewhaus/
European Brew Adventures http://realbeer.com/eba/
Grainaissance Fair http://realbeer.com/grainaissance/
Great Providence Brewing http://www.americanbrewing.com/
Lovecraft Ciders http://Lovecraft.com/
Malt of the Earth http://www.maltbev.com
Thirsty Bear Brewing http://thirstybear.com/
The Village Brewery http://realbeer.com/village/
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Oh, Canada...
We're proud to bring you the Real Beer Page's Canada Site - a newly
expanded and comprehensive listing of brewpubs and breweries in Canada.
Kudos and congratulations go to Kevin Fair for design and development
and Stephen Beaumont for content. The development of this area coincides
with representation in Canada and a push to complement our North
American content. Anticipate an announcement in the next issue of RBPMail
regarding more expanded global coverage.
The Real Beer Page's Canadian Area
Canada's First Micro Online:
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WWW Survey - Win A Brew Adventure!
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For the benefit of the industry, our personal knowledge and your
information, The Real Beer Page is launching it's first-ever survey. We will
publish the results widely to the Web and beer industry. You responses will
be held in strictest confidence and information will be presented only as
aggregate numbers. And, as an added incentive for participating, each
person completing the survey will be entered in a Grand Prize drawing to
two countries with arguably the most diverse and distinctive beer styles in
the world -- TRIP TO BELGIUM &HOLLAND!! We'll work on getting
some great second-level drawings, including some of our cool new Tees,
homebrew supplies, brewer for a day awards and more. All you have to do
is complete a survey. And get your friends to do it too. Maybe they'll tell
you about it if they win. The Grand Prize is sponsored by our friends at
European Brewery Adventures at: http://realbeer.com/eba/ (even if you
don't win you can still go...) Beer Enthusiasts of the world, stand up and
be counted. No purchase is necessary to participate.
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Busch Goal 60% Of U.S. Market
Anheuser-Busch Cos. will try to seize 60 percent of the U.S. beer market
by 2005, Chairman August Busch III told shareholders Wednesday...But
growing to a 60 percent share of the U.S. market, from the present 44
percent, could be difficult. In the early 1990s, Busch predicted that his
company would sell half of America's beer by 1995. Instead, the company
has been stuck below that level and U.S. consumption of beer is barely
growing. Busch said some demographic factors will increase beer
consumption in the years ahead, however. He said that baby boomers
entering the 45 to 54 age group are taking their preference for beer with
them. This is a good sign for brewers because in the past, people over 45
drank less beer than younger people. Busch also said women are
consuming more beer than in the past. Historically, men drink far more beer
than women. The sudden growth in micro-brews and specialty beers is a
good sign, Busch said. It creates new interest in beer, and has allowed
Anheuser-Busch to roll out a series of specialty beers. (Source: Robert
Manor, St. Louis Post-Dispatch, April 25, Thursday, Business; Pg. 1C)
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How They're Going To Do It: "100% Focus"
In the wake of A-B's call for 100% focus from it's distributors, its being
reported that many microbrewery brands are being dropped by A-B houses.
Representatives of two of the hottest retional specialty brewers, Sierra
Nevada Brewing Co. of Chico, CA and Hart Brewing Co. (http://www.HartBrew.com) of Seattle, WA both report that their brands
have been pushed out of A-B houses in recent weeks. According to Hart's
George Hancock, this is a direct result of pressures from A-B, which is
apparently worried about the success of upstart specialty brewers. "This is
the kind of compliment we can do without" he said. (Source: Modern
Brewery Age, April 7, 1996). Real Beer Inc. urges consumers to strike
back by demanding craft-brewed products of local brewers. Distributors
may get the message from retail pull rather than A-B push.
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EU Considers Fate Of English Pubs "Ties"
"Is nothing safe from the Eurocrats?" Begins an article by Roger Protz
about the European Commission's review of the English Pub exemption of
EU fair trade laws. "That most venerable of British institutions, the pub, is
under investigation and when the European Commission reports next year,
your favourite local could change out of all recognition or even disappear.
The EC probe is concerned with 'the tie', the arrangement by which
brewers are allowed to own pubs and supply them with their own
products." Unless the exemption is renewed at the end of 1997, "time" will
be called for those who cannot compete with the big beer suppliers and pub
owners. The Brewers and Licensed Retailers' Association insists that pub-
goers enjoy the widest choice and the lowest prices for beer anywhere in
Europe - thanks to the tied house system. More than 61,000 pubs in Britain
serve an estimated 25 million regular customers. More than 26,000 of those
pubs are linked to brewing companies who largely govern what beers can
be sold. Lager sales in the UK have risen from 2% some 30 years ago to
53% of total ale sales today, while more than 100 "micro-breweries" have
been set up in the last decade and sales of imported beers continue to rise.
The UK has the widest choice of beer brands in the EU, and more than 300
different brewers. Britons still drink more imported beer than consumers in
the EU's other traditional beer-brewing nations, Belgium, Denmark,
Germany or Holland. Protz argues that "In the United States, where the tie
is illegal, three giant brewing groups control around 90% of the market, and
a single brand. British regional brewers fear the pub trade will go the same
way as most of Europe's and America's if the tie is weakened or abolished.
The number of tied pubs has fallen from more than 60% to below 50%
during the 1990s following a scathing report by the Monopolies
Commission. As a result of that report, tenants in national brewers' pubs
are free to sell 'guest ales' from independent brewers. But in reality, the
grip of the giant brewers 'Scottish-Courage, Bass, Carlsberg-Tetley and
Whitbread' has become more powerful. They dominate much of the 'free
trade' (pubs not directly owned by producers) through the European
mainland system of loans and discounts. The market share of the regional
brewers has fallen in six years from 21 per cent to 15 per cent as they have
been driven out of many free-trade accounts because of deep discounting by
the nationals. Before it merged with Scottish & Newcastle, Courage led the
discount war by offering pounds 60 off the price of a barrel. Even bigger
discounts of up to pounds 100 have been recorded. The brewing giants
have already divided into separate brewing and retail companies in
anticipation of the tie being banned. Bass Brewing, for instance, now cozily
sells to Bass Retailing. The regionals, driven out of the free trade, fear that
if they cannot brew and own pubs they will become cats' paws of the
giants. Anthony Fuller, who runs Fullers of west London with around 200
tied pubs, says that if he became either a non-brewing retailer or a brewer
without pubs, he would be 'at the mercy of the big brands'." (Sources:
Geoff Meade, Press Association Newsfile, Brussels, April 21, Sunday,
Home News; Roger Protz, The Observer, April 14, Sunday, Life Page; Pg.
45)
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Open Containers: An Expensive Priority For Chapel Hill
A Chapel Hill Police Department evidence technician, Sonny Austin, created
a lab test that may give officers and prosecutors proof positive of whether
someone has violated the town's open container law. Austin's work began
after UNC graduate student Jonathan McMurry attacked the department's
strategy for enforcing the ordinance. McMurry -- a libertarian who calls
himself "Chapel Hill's original beer patriot" -- has argued that police are
obtaining convictions under the law without evidence. To make his point,
McMurry has twice engineered his own arrest. Both times he was carrying
unmarked cups of nonalcoholic beer. Both cases were tossed out of court.
McMurry banked on the fact that Chapel Hill police have had, until now, no
easy way to test the alcohol content of a beverage. Apparently, McMurry's
challenge has become a priority for the community's resources, after
investing three month's of Austin's salary and at least $ 415 per analysis
unit, the police department feels secure they've come up with a solution to
detect the difference between beer and near beer. "I'm looking forward to
putting that evidence before a court and seeing how a judge feels about it,"
District Attorney Carl Fox said. "We're hoping it will become accepted
procedure and accepted evidence in court." (Source: Ray Gronberg, Chapel
Hill Herald, April 10, Wednesday, Front; Pg. 1)
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Myers Earns Beard Award
Benjamin Myers has received the 1996 James Beard Journalism Award for
"Newspaper Writing on Spirits, Wine & Beer." The Journalism Awards
were presented on 28 April during a ceremony held by the James Beard
Foundation at the Yale Club in New York City. Myers received the Award
for his article "It Must Be Spring - Bock Is Back! " which appeared in The
Washington Post during March 1995. The article examined the history and
characteristics of bock, doppelbock, and Maibock beers, while also
reviewing contemporary examples (imports and domestic craft-beers).
Myers, who previously was nominated for a 1995 James Beard Journalism
Award, also received the Interbrew Travel Bursary - for his writings on
European beers - from the British Guild of Beer Writers at the end of 1995.
You can read more fine articles from Benjamin Myers, Director of
Communications for Hart Brewing Co.
(http://www.HartBrew.com) on the
Real Beer Page at http://realbeer.com/rbp/authors/myers/
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Ethnic Marketing With A Twist - Honesty
Upper Canada, despite its name, makes German-style beers that is growing
in popularity with people of Ethiopian, Chinese and Indian descent. It
works, according to Attena Filate, who runs the Queen of Sheba Ethiopian
restaurant in Toronto. "I have draft Upper Canada," says Filate. "They
don't ask for anything else. It's closer to the taste they have at home."
Oliver Dawson, director of market development, explains that he used
history as a guide to target African restaurants. A century ago, Germans
colonized in East Africa, notes Dawson. The Germans eventually left, but a
market for German-style beer remained. So, when Dawson sketched out
some table cards promoting Upper Canada beer, had them translated and
stuck them on tables in the Queen of Sheba, the customers tried the brew,
and went for it. Dawson concedes that the company made some big
mistakes when it first pursued ethnic markets. A Guyanese-based company
that brews a popular Caribbean beer contracted with Upper Canada to
market the brand under licence in Canada with an eye on the Greater
Toronto Area's large Caribbean population. And Canadians who holiday in
the Caribbean may want to bring back vacation memories by hoisting a
glass of West Indian brew. The beer didn't catch on with anyone. West
Indians turned up their noses at a "Caribbean" beer made in Canada and
other Canadians were also suspicious of an "import" made in Canada. "The
beer was not authentic. It was brewed here. It was not the real thing, as far
as they were concerned," says Dawson. "It was less exotic (than a real
import) and, therefore, less desirable." The company went for a similar deal
with a Chinese brewery, hoping to catch on with the swiftly growing
Chinese population with similar results. Dawson tried a radical new twist.
He tried pushing Upper Canada's unashamedly Canadian brand names to
ethnic restaurants. And it worked. (Source: John Spears, The Toronto Star,
April 9, Tuesday, Business; Pg. D1)
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Oldenberg Brewiana Museum In Transition
The Oldenberg Brewiana Museum collection provided for display to
Oldenberg by the Haydocks family has been sold to Miller Brewing
Company. Reports have the collection heading to Milwaukee for the new
convention center where the entire collection will be on display. Oldenberg
was able to display about half of the collection at any one time, and has
arranged for another display with the Haydocks. David Heidrick, President
of Oldenberg, said "This new display will be as impressive and rich as our
former collection. It's scaled to our Museum so there may be more diversity
represented. We are also adding a new collection from over 600
microbrewers and brewpubs around the country." More information about
the collection is available online at http://realbeer.com/oldenberg/
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Stock Watch
Big Buck Announces Stock Offering
In response to explosive growth and success in Gaylord, MI, Big Buck
Brewery & Steakhouse is looking to expand through a public offering. Big
Buck plans to open multiple sites in major metro areas adjacent to
expressways in Auburn Hills, Sault St. Marie and other locations to be
announced. The stocks will be available on the NASDAQ Small Caps
Market under the BBUC (Big Buck) listing. To learn more about the
brewery (and see their 47 1/2 feet tall , 10 feet in diameter, 94,000-pounds-
when-full and shaped like a beer bottle silo) go to: http://www.bigbuck.com/
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In Cider Trading: Lovecraft Stocks
Lovecraft Draft Cider Ltd., creator of Rhode Island's Original Hard Cider,
billed as "America's Preferred Alternative to Beer" is offering 350,000
Shares of Common Stock at $5.00 per Share /Minimum 100 Shares.
Fermentation in modern facilities located in Southern Rhode Island is now
under way. Sales through kegs and modern bottling line throughout New
England being established. A second facility is planned for the mid-South.
Lovecraft Draft Cider Ltd., PO. Box 40907, Providence, Rhode Island
02940-0907, Toll Free: 1-800-416-5464, email: [email protected],
FAX: (401) 621-8885. http://www.lovecraft.com/
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Great Providence Brewing Company Offering
In an unusual turn for stock offerings -- which may be a trend with the beer
industry considering Spring Street's media ripple with their online stock
offering -- the Great Providence Brewing Company has provided 10 shares
of stock to callers answering a series of survey questions. An 800#
covering Rhode Island, Connecticut and Massachussetts was the vehicle for
earning shares. As of today, they are oversubscribed with 20,000
respondents and new shareholders. The brewery intends to involve share
holders in the development of the beer portfolio and other aspects of the
business. The shares are all of one class that bring full voting priviledges.
With money raised from a full offering IPO due out in late July, Great
Providence will build a 50-barrel brew house that can employ 50 people
producing 50,000 barrels/year with $12.5 million of gross annual income
at full capacity. Although the initial offering is no longer available, you can
fill out the survey and sign up for a mailing list to keep on top of the
brewery's developments. Go to http://www.americanbrewing.com
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Fest Watch
Here are selected festivals across the U.S. at which you might see Real Beer
people. For a complete listing see our page at:
Historic Jack London State Park, Glen Ellen, California, Sonoma County.
Admission $35-$550 depending upon level of attendance (Gourmet dinners
and events add to price). Charge Tickets by Phone: 707-938-1133 Fax:
707-939-9669 email: [email protected]. www:
http://realbeer.com/grainaissance/
Midwest International Beer Exposition, May 17-19, Chicago, IL
Features programs by noted beer and food experts, including a wide variety
of educational seminars, dinners, luncheons and an extensive sampling of
hundreds of both domestic and imported microbrews. The Beer Expo will
be held at the Bismarck Palace and Hotel, 171 West Randolph Street, at the
corner of Wells Street in downtown Chicago. $15-$300 depending on
events attended. Contact Organization: Midwest International Beer/Wine
Expositions. David Furer (847) 678-0071 (847) 678-0415 fax
Boston Brewer's Festival, May 18,, Boston, MA
5th Annual Boston Brewers Festival , Bayside Expo Center. Contact
Phone: 1-800-565-4BREW
California Festival of Beers, May 25, San Luis Obispo, CA
10th Annual California Festival of Beers, 11 am to 3 pm Avila Beach Resort
and Golf Course. Admission: $32, $5 for designated drivers., Contact
Hospice of San Luis Obispo County, Marcy Villa, (805) 544-2266 or (800)
549-1538
Great Eastern Invitational, June 7 - 8, Adamstown, PA
Great Eastern Invitational Microbrewery Fest, 6/7: 7-10pm; 6/8: 12-4pm
and 7-11pm Stoudt's Black Angus, Admission: $20, Contact: Stoudt's
Black Angus, (717) 484-4385
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Dallas County/Old Depot Closes>
One of the best brewpubs in the United States closed its doors two weeks
ago. In an email press release, Dallas County President Kevin Rice,
discussed the impact of a casino in Des Moines that cannibalized local
businesses, unfulfilled capacity and Iowa state laws that put the price of a
public offering in the hands of an elite and capitalized few. The Old Depot
featured a warm setting built out from an old train depot where patrons
could enjoy beers from personalized, ceramic mugs; order a sample plate
from a selection of 6-10 game meats on any given evening; complement
meals with the world's finest wines and single malts. Brewer Al Bush
poured 50-years of experience into the hand-crafted beers -- this author's
personal favorite was a weiss beer that will be missed. Across from the road
from the restaurant a Microbrewery created bottle product for local
distribution. The Old Depot and Dallas County Brewery were quality,
integrated concepts that would have been wildly successful in Chicago,
N.Y., Atlanta, S.F. -- any place where craft brewing and gourmet food has
been embraced. This isn't a criticism of Iowa or its ability to support quality
establishments; it's more of an encouragement for brew enthusiasts
everywhere to support their local brewers. Companies interested in a
complete 15 bbl. brewhouse, direct fired, single decoction mash should
contact Kevin Rice or more information, to view the equipment and make a
bid at 515-993-4456, or email at Iowa [email protected], or write P.O. Box
155, Adel, Iowa 50003.
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The Moment After Loss - Editorial
Because we're dealing with personal losses the metaphor is risky at least, so
bear with me in this space and cut me a lot of slack as I sort through some
of my feelings on the subject. I want to use this closing space to ponder loss
from a survivor's perspective. This month we've seen the passing of some
great stars in the business with Russell Schehrer, Dave Dehaven. In
business terms, Old Depot/Dallas County Brewing passed on.
The common threads with these passings were the qualities of greatness,
integrity, alchemy, lives touched for the better.
When I lost my father to cancer 10 years ago, no amount of eulogizing or
commiseration could fill the hole of my grief. This is still pretty much the
case: time has lessened the sharpness of the pain, but the dull enduring
sadness still howls beneath the dirt from time to time. And I feel it most
when loss shows its fetid, mocking mask or when great happiness and
accomplishment touches my life. The losses can be the passing of life,
friendships, traditions, eras, meaning. I've become accustomed to the
process of grief but never fully comfortable with it. Inevitably we survive
loss, but this may be the point. In general, I believe Westerners rush to get
over loss, to get to the other side of grief, and in doing so may loose some
of the gifts of the process. Eckhart suggested that the path to heaven was
down the devil's calf -- knowledge delivered by the pain of reality and
earned by burning off illusions of self-construction.
I'm not sure that I can make sense of Schehrer's fatal fall down some stairs.
As Westerners, we may lean towards romanticizing Dave's headfirst
burnout. And we can leave puzzling over the remains of Old Depot to the
bright folks in business school. Some will make resolves from the loss: stay
true, evangelize the living, enjoy it while it's here. Others will miss the
mask and opportunity to evolve. I'm going to hang out with it a little while
longer and invite you to as well. If you want, join me in a minute of silence
for the ones mentioned here, the ones in your life and for the gift of
reflection.
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Promotions And Additions:
Sadie Honey, Account & Project Manager
Real Beer Inc. is proud to announce the promotion of Sadie Honey from
Account Coordination to Account and Project Management. The promotion
comes at a time when Real Beer Inc. is experiencing great growth and
recognizes her integral contribution to the management of resources and
responsibilities evolving from this expansion.
Kevin Fair, Canada Representation
Real Beer Inc. proudly announces our newest representative and partner in
Canada. Kevin posesses a unique combination of web-head, content
developer, designer and business accumen. He brings a lot of capabilities
and energy to our offerings for craft-beer marketers in Canada.
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