The maker of saké brand Dassai, Asahi Shuzo Co., has asked the Japan Century Symphony Orchestra to compose a piece of music that will be played in the brewery during the fermentation and maturation processes. The song, to be written by composer Kaoru Wada following a visit to the brewery, will be called Dassai-Megaki, and is expected to be completed by this summer.
Just for fun
Scottish Brewery BrewDog reported the theft of an entire trailer load of beer, worth £150,000, from a motorway service station in Cheshire.
In a tweet on March 24th, BrewDog co-founder James Watt explained that the crime occurred on the way to the brewer’s online distribution center.
The beer, believed to be cans of Punk IPA, was taken from the trailer while it was parked at the Moto Lymm services in Cheshire on Tuesday at around 7:45am.
Really? 7:45 in the morning (rush hour most places) and no one saw a team of crooks unloading 26 pallets of beer from a truck parked at a gas station?
Watt said that there would be a temporary shortage of the beer online due to the theft, but said every effort would be made to increase the stock.
BrewDog’s website is now showing the beer as in stock.
Budweiser has launched a new nitro lager with a corresponding ad campaign which encourages drinkers to shake their cans.
Ricard Marques, Budweiser’s vice-president of marketing, core and value brands, said: “Nitro Pour ritual adds some theatre and excitement to the traditional beer pour – offering something new without the sacrifice of the traditional Bud flavor they love.
Via the Drinks Business
Jonathan Warburton’s bakery business posted a £13.5 million loss last year due to falling wrapped bread sales. So he turned his attention to beer instead and partnered with sustainable brewer, Toast Ale, to create an IPA made with leftover crumpets. It’s the first non-baked product in Warburtons’ over 140 year history. The light session IPA is made by substituting leftover crumpets for the malted barley. The beers are being released as limited editions for now.
Via The Drinks Business
Milwaukee-based Joseph Schlitz Brewing Company was America’s top brewer through the first half of the 20th century. Their flagship beer, Schlitz, “the beer that made Milwaukee famous,” an iconic American-style lager.
Then, through a series of bad business decisions, including a disastrous ad campaign, dubbed the “Drink Schlitz or I’ll kill you” campaign, led to the downfall of America’s biggest beer brand. It’s known as the “Schlitz mistake.”
The Secret History of Presidents and Beer
Americans love leaders who look like someone they’d get a beer with — no matter how ambiguous that description is.
When Anthony Bourdain sat down with President Barack Obama for dinner and a beer in 2016, the President shared he rarely slips out of the White House for a beer he had something better…White House homebrew.
The Busch Beer Family is Getting Its Own MTV Reality Show
Less than a year ago, Billy Busch Sr. shuttered Kräftig, now the Busch beer family is back, with a TV show.
According to People magazine, Busch Sr. and his family will be starring in a new reality series, “The Busch Family Brewed,” (March 5, at 9 p.m. ET on MTV.) The show will offer an intimate look into the Busch family’s home life, as Busch Sr., his wife Christi, and their seven children “break ground on a new craft brewery on their property”.
Get a Sneak Peek Inside a Legendary Amaro Distillery
“This is the magic behind Amaro Montenegro — starting from something disgusting and getting something beautiful,” Matteo Bonoli says, gazing at a beaker of dark, viscous liquid in his hand. The aroma is complex, syrupy, and redolent of molasses.
What could possibly be better than a blend of beer and song? Enter Beer Choir Twin Cities, a chapter of the national Beer Choir Movement that pairs local beer and breweries with the impossible enthusiasm of song.
Via Twin Cities PBS
An Alternative History of Chicha, the Ancient Peruvian Corn Beer (Not) Made With Human Saliva
Chicha de jora, or “chicha”, is a corn-based brew originating in southern Peru. Ancient in origin, found on street corners and in municipal markets in the Andean regions of Peru and Bolivia. There vendors pour it in repurposed plastic soda bottles to go, or ladle it into pint glasses for passersby to guzzle on the sidewalk.
To celebrate the launch of its new pale ale called Ice Breaker, UK brewery Greene King installed an igloo with lickable frozen beer blocks in London’s Southwark.
Via the Drinks Business
Space X prepares to launch AB InBev batch of barley into space today.
Via The Drinks Business
Victoria Beer Society releases schedule for 2020 beer week
The Victoria Beer Society announced its schedule for the annual 2020 Victoria Beer Week, unleashing nine days of beer-themed events and activities for local brew-enthusiasts.
Via Victoria News
Beer Lovers — Book One of These “Beercations” For Your Next Getaway
Are you in the mood to visit a brewery or two for your next vacation adventure? T&A has some ideas for destinations with plenty of craft breweries and other features that make for a worthy beercation. Several of these cities are known for their beer production, but there are a few up-and-coming beer cities on this list. With this bit of inspiration and a little planning, you’ll find your own favorite beercation destination.
Via Travel and Leisure
Ever seen a keg tree the size of a two-story house?
Wanna sit in Santa’s sleigh?
Well those are just some of the great attractions at pyramids second annual Keg Tree Lighting Party, happening this Saturday at the Alehouse.
1201 1st Ave S
Seattle, WA 98134
Time: 5 – 9pm
Lighting Ceremony Starts: 6pm