DO AMERICA'S BIG BREWERS GET 'IT' ?

The jury is still out.

Anyone that spends more than a few moments at a local Liquor Store will have noticed the proliferation of Craft Brewed Beers that are now available. Some are domestic, some are imported. Package styles range from the functional to the artistic and everywhere in between. Notwithstanding this development the vast majority of floor and shelf space is devoted to the American Macro Beers and “Malternatives” like Tequiza and Hard Lemonades... all products of the nefarious BMC (BudMillerCoors). I am always amused when a well dressed man or woman saunters into the store and lingers over the latest Californian, Australian or Chilean Wines before selecting the latest "hot pick", then quickly wheels over to the beer section and without pause grabs a 24 Pack of BMC and trundles off to the register thence to the Mercedes for the ride home? What are these folks thinking? Beer has as rich a heritage as wine does. There are as many if not more varieties of beer as there are of wine and frequently beer pairs better with what is on the menu.

American brewing has a rich heritage and has been part of the backdrop for every phase of our nation's history. Washington, Adams and Jefferson were all brewers. The Immigrant brewers like Anheuser Busch started out by brewing flavorful and substantial brews. How did we get to the point we are at today? When most beer drinkers think "American Beer" is synonymous with thin, watery, fizzy, yellow beer that is sold by scantily clad ladies barely old enough to drink themselves?

But there is hope on the horizon. A faint glimmer of light is emanating from the wilds of Saint Louis, Milwaukee and Denver… American Macro Brews with flavor. Miller is touting its 1855 Celebration Lager. Coors has become increasing bold with its "Winterfest" Amber Seasonal as well as its "Blue Moon" and "Killian's" Brands. The most encouraging trend however is from no less than the Great Satan of Brewing, the megalithic Anheuser Busch. AB have always dabbled with specialty beers for example, there is Ziegenbock, available only in TX to compete with the Local specialty "Shiner Bock". There are the Michelob Specialty Lagers such as "Amber bock" and "Honey Lager" that are now widely available in bottle or draft. Lastly, in its latest move toward flavor over quantity ... Anheuser Busch has offered up for public sale its “Brew master’s Private Reserve” and Michelob's “Celebrate”. These are clearly craft brewed products and aimed at both the craft brew drinker as well as those that shop by brand. Whether you care for these products or not, you have to be pleased by the current trend toward flavorful, full bodied brews over the bland "Mass Quantities" that Beldar the Conehead consumed with fried chicken embryos. At 8.5% and 10% ABV respectively these are serious brews. I have yet to try either brew but I will and I have high hopes. Look for a review of these beers in a future column.

Christmas Gift sets are in the stores. Now is the time to get the beer drinkers in your life some new brews and the brewerania to match.