We were interested to read an article in The Economist about the latest trend in Eastern European beer: Cold War retro.
One of the most interesting, Zlaty Bazant ’73, is a version of the biggest Slovakian lager brand based on a half-century old recipe, from the, er, good old days. We’ve heard that one reason larger breweries are reluctant to do this kind of thing is because it acknowledges the truth in the idea that ‘fings ain’t wot they used to be’. We suppose that might be an issue for brands trading upon their history, e.g. Guinness, but Zlaty Bazant (Heineken) seem to be dealing with it: the modern beer is a modern beer, for modern tastes, and good in a different way. There’s no conflict.
(We’re not saying ZB is good — I drank a fair bit when I lived in Poland travelled and around Eastern Europe a decade or so ago; it was fine, but not one of my favourites. – Boak.)
This is happening in Western Europe, too. Through the fog of PR and junket-based razzle-dazzle it’s possible to discern genuine admiration for Carlsberg and Heineken’s experiments with ancient yeast strains. As one noted beer writer suggested to us recently, paraphrased, these breweries don’t like being unpopular and seem to have made the decision to distinguish themselves from AB-InBev by making decent beer again.
In short, we don’t understand why established breweries everywhere aren’t doing this as a way of offering an accessible ‘premium’ product. We’d have loved to have tried the recent 1955 London Pride brewed by Fuller’s in collaboration with Sierra Nevada – wouldn’t Pride ’55 that be a great thing to see as a regular beer in their pubs? Or Young’s Ordinary ’77 with a whiff of The Sweeney about it? (As long as they taste decent, and noticeably different, obviously.)
Bass in particular is a brand crying out for this kind of revival – a pep up (Bass ’65) rather than a total reinvention (Bass Sour Lime Flavourbombz®) — preying on nostalgia for the days of full-employment, World Cup wins, Pop Art and Beatlemania.
On a related note, this trend also indicates a way forward for European ‘craft beer’. While we don’t object fundamentally to Germans brewing IPA, as some people do, it does seem a shame that the reaction of ‘alternative’ brewers to ever-blander industrial lagers isn’t more often just really good takes on native styles. Old recipes, old yeast, old specifications might get people excited about Dunkel again, for example. (Yes, we know you’re excited about Dunkel already, but you’re a massive nerd.) And imagine an indie pilsner that is dead clean and traditional — no elderflowers or citrusy hops — but so bitter that it makes Jever taste restrained. That’d go like a bomb among craft beer fans, wouldn’t it? Or maybe Jever themselves will get there first with Jever ’83.
N.B. We’ve said most of this before in one form or another so consider this a premium retro-ironic post under the sub-brand B&B ’09.