Beer Radar for TWTW (Previously published online in The Week That Was for Wine Business Magazine in 2010)<\/p>\n
By John Kr\u00fcger<\/p>\n
News just in: Warm weather brings on the festival of the brew. Finish those flagons of port, may the beer begin!<\/p>\n
The beer marketing machines are up and sailing along nicely. We\u2019ve been undercover (via twitter) and we\u2019re following some cracker arguments between the purist brewers and companies that sell contract brewed beer. We\u2019d love to publish a few emails in the near future, if we can get a uni student studying law drunk enough to look over them for free.<\/p>\n
We\u2019ve already had two new beers from one company that tasted pretty bloody good, but when we first opened the box, we thought someone had posted us 2 blind mullets for that crack about pelletised hops we made a while back. Upon closer but hesitant inspection, we realised they\u2019d made the dinky 330ml beer bottle labels poo brown coloured. Weirdest beverage packaging concept we\u2019ve seen for a while. We reckon people will be asking for paper bags at every bottlo so they\u2019re not seen walking about in public holding them. We spotted a cock-up in one of the blurbs on one as well which really adds to the charm.<\/p>\n
There\u2019s also news of two new beers from Gage Roads. We got a little excited but didn\u2019t get too carried away until we saw the names: \u201cSleeping Giant IPA\u201d a 5.4%abv India Pale Ale, and \u201cAtomic Pale Ale\u201d a 4.7%abv American Pale Ale. Are \u201cSleeping Giant\u201d and \u201cAtomic\u201d not the best new beer names in the last 15 years?! Better than \u201cEagle Blue\u201d by a long shot. Get out of our dreams and into our fridge! With awesome names like that and two of our favourite beer styles, we\u2019re damn excited. Our expectations are high and we\u2019re hoping they didn\u2019t back off the hop oomph. Read what we think about these two new beers in the next WBM magazine.<\/p>\n
In our opinion, there\u2019s never been a better time to release hoppy beers. A huge collection of hop freaks are out there and they\u2019re spreading like zombies. One Barossa winery has been hit hard with hop zombies and they\u2019re brewing up batches of all grain golden ale like crazy just to fuel their hop and malt addictions. Our undercover work has taken us to backstreet bars where hop addicts are spending big on specialty, imported beers that have 1000IBU (International Bitterness Units) levels, even though the tastebuds pretty well pass out after 100IBU\u2019s. One beer we tried recently was pretty pricey and tasted like it\u2019d been bittered with broken glass, razor blades and snail pellets. It was about as smooth and balanced as a Kangaroo Island dirt road. We\u2019re always keen to try a new beer though.<\/p>\n","protected":false},"excerpt":{"rendered":"
Beer Radar for TWTW (Previously published online in The Week That Was for Wine Business Magazine in 2010) By John Kr\u00fcger News just in: Warm weather brings on the festival of the brew. Finish those flagons of port, may the beer begin! The beer marketing machines are up and sailing along nicely. We\u2019ve been undercover … Continue reading News Flash (2010)<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,2],"tags":[],"class_list":["post-24","post","type-post","status-publish","format-standard","hentry","category-beer","category-craft-beer"],"_links":{"self":[{"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=\/wp\/v2\/posts\/24","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=24"}],"version-history":[{"count":2,"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=\/wp\/v2\/posts\/24\/revisions"}],"predecessor-version":[{"id":26,"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=\/wp\/v2\/posts\/24\/revisions\/26"}],"wp:attachment":[{"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=24"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=24"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerradar.com.au\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=24"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}