Insights on beer marketing & PR by a beer-war vet

Archive for the 'Good Beer Week' Category

22 July

Brooklyn’s finest: bottle the moment

A few years ago I spent a few weeks in New York: my first trip. Expecting a market awash in Bud and Miller I was surprised at the strong presence of Brooklyn Brewery beers in Manhattan where we were staying. Pleasantly surprised because the beers were so good.

Their quality was underlined during Melbourne’s Good Beer Week when Brooklyn Brewery events were sell outs. Dammit! [note to self: get GBW tickets earlier next year.]

Brooklyn brews were, then for me in NY, a wake-up call as to how healthy the craft brewing scene was in the States. [For an insight to where the craft beer market stands now in the USA, see a great review in Aleheads blog. I’ll return to this in a future post.]

And I was in heaven when it was on tap at Dizzy’s Jazz Club in Columbus Circle: sun setting over Central Park; jazz; and great beer.

Bottle this moment …..

Heavenly moment at Dizzy’s: overlooking Central Park; cool jazz; and Brooklyn beer.

Read more…

26 June

Doctor’s Orders: white plasma quick!

Beer friend and I dropped into Slow Beer in Richmond to see what was on tap. We tried Doctor’s Orders Plasma White India Pale Ale at 7.5% abv brewed in NSW by Doctor’s Orders Brewing. It featured at the  Great Australian Beer SpecTAPular as part of Good Beer Week here a month ago.

At $8.50 a glass I expected something special – and got it. This is one big American IPA with all the characteristic bitterness and hop interest you’d want and more.

Doctor’s Orders Plasma White IPA wafts it charms on Bridge Road

What really struck me however was the aroma of the brew. Prominent: even out on the footpath on a windy Bridge Road. The brewers won’t like this description but.. it was like you were having a tour of the brewery early in the morning. Rich grassy and yeasty.

It’s white and cloudy because .. well here’s how the Doctor’s describe it at their web site:

“Judicious hop use dominates Plasma’s aroma, backed up with a balanced mouthfeel defying its alcoholic payload before delivering an extremely long lingering bitterness. A deceivingly addictive prescription. The grist for Plasma is practically identical to our Zephyr (Double White Ale) which explains the appearance. However the lack of botanicals, a different yeast strain and excessive hop use deliver an ale that is Zephyr’s polar opposite.”

If there’s any left give it a try. There’s an insight to this Doctor’s Orders brew at ‘ale of a time’ blog.