The above advertisement appeared in the Daily Mirror, the Sun and the Daily Express 45 years ago today.
Here’s an explanation for the rise in popularity of cold beer, especially lager, that we’ve not come across before: pubs got hot.
Why did Guinness equate room temperature with 57 to 63 degrees Fahrenheit [13-17ºc] when it was obvious that the room temperature of pubs… could be higher than that?… I requested that Benson’s various resources go into action. We had long held the Blue-Band Margarine account, and that gave us a view on desirable room temperatures. I also asked the Brewers’ Society how many pubs had installed central heating… The answers were revealing. The room temperature of Public Houses had risen by at least 10% over the previous few years while the preferred ambient temperature of everything from Coca-Cola to canned beer in the home had gone down…
That’s from ‘Cool Guinness’, a short article by advertising man Brendan Nolan published in The Guinness Book of Guinness in 1988.
Could it be as simple as he suggests?
It certainly seems more plausible than the idea that people picked up the habit on holiday in Spain or doing National Service in Germany.
Last Friday in London I went out for a session with one of my oldest friends, someone I’ve known since we were both 11-years-old, and was frankly a bit startled when he ordered a pint of BrewDog Punk IPA.
The thing is, as long as we’ve been going to the pub together (about 20 years) I’ve known him as a Guinness drinker. He’d never touch cask-conditioned beer, AKA ‘real ale’ — his fall-back was always lager.
Now, it turns out he’s ditched Guinness and drinks kegged American-style IPA or, at a push, pale ale. (By the pint, by the way — he’s a big lad, my mate, quite capable of drinking ten pints without seeming much the worse for wear, and he likes that these beers are on the strong side, getting him pissed at about the same rate as a little Hobbit like me drinking bitter.)
It’s only one case, of course, but we reckon it says something about (a) the continuing decline in the status of Guinness as The Alternative Beer Brand; (b) the rise of aromatic hoppy beer as a mainstream product and (c) the increasing availability of kegged PA/IPA in non-specialist pubs.
Whether this is good news probably depends on whether you hate Guinness or BrewDog more.
There’s been a fair bit of Guinness chat around in the last week what with Ron Pattinson’s series of posts on Park Royal, our filleting of a 1971 article about draught in the UK, and Gary Gilman’s series of posts on various aspects of its flavour and history.
Now we’ve come across a short piece by humourist Paul Jennings published in The Times on 10 November 1959 which provides, first, further evidence of the status of Guinness before it became ubiquitous and (in the view of many or even most beer geeks) bland:
It seems that Messrs. Guinness are convinced that the most widely remembered of their famous posters is the one with the workman carrying off the girder. Well, that is not the first image that comes to me… I think first of those great big glasses of Guinness with a moony smiling face in the froth… This smile is the nearest they have got to expressing the true mana of Guinness — that great Irish mystery and paradox, the light froth from the unimaginable dark heart of the liquid, the light from darkness, like the laughter and wit that well up from the Irish soul itself… I, like any other non-Irish consumer of Guinness, drink it because it is there… [in] the sense in which Mallory said that Everest was there. I might drink beer automatically, but Guinness is a thing, it has to be reckoned with. Drinking Guinness is a conscious act, like playing the piano or reading poetry, only much easier.
(Note, by the way, what looks almost like an early example of saying ‘a thing’ being a thing…)
In addition, he also provides some observations on packaging and public perception that bring to mind the present-day chat around contract brewing and transparency:
It is a fact that three-fifths of the Guinness drunk in this country is brewed at Park Royal, that great functional-looking place that looked like an atomic power station before atomic power was invented when it was opened in 1936. It is full of vast stainless steel vats and marvellous pipes and machines and science graduates… [and] has had a head brewer a world-famous statistician — but all this was kept very dark because, as everybody knows, or thinks he knows, the special quality of Guinness comes from the waters of the Liffey… Now that they have started selling some Guinness in cans, for instance, it is reported that in pubs in Wales they think the cans have come from Dublin, whereas the bottles contain rotten old English Guinness.
Finally, he goes on to suggest that, even though St James’s Gate brewery was just as hi-tech and sterile as Park Royal, there was some truth in the myth because export brewing (that is, for hot countries) did take place there:
[The] science graduates have worked the amount of ‘x’ you must put into a bottle of Guinness for it to taste as a bottle of Guinness would taste to a man in the Red Lion, to a man in a tin shack in Borneo, after it has been humped and banged half-way round the world. If you can manage to get some of this Export Guinness before they have exported it, you will find that this means quite a lot of ‘x’.
That’s a nice way of putting it and makes us think that Guinness today really could be saved if they turned up the X dial.
When we picked up a few editions of Guinness Time, the brewery’s UK-focused in-house magazine, one thing that leapt out at us was an account of the roll-out of draught Guinness after WWII.
It appears as part of an article called (rather long-windedly) ‘The Men Who See That Draught Guinness Runs Smoothly… The Service Representatives’ from the Spring 1971 edition.
First, there are some helpful numbers:
In 1970 we sold more than 16 times as much draught Guinness as in 1956. Fifteen years ago the number of outlets could be counted in hundreds. In 1962 there 3,200 and now in 1971 there are over 40,000 pubs and clubs where devotees of draught Guinness can get their favourite brew.
By way of context, in those mid-1960s Batsford pub guides we’ve been trawling through draught Guinness is frequently mentioned as a sign of an interesting pub in much the same way, say, BrewDog Punk IPA might be today. That is, by no means obscure, but still noteworthy, and a welcome sight for many beer geeks.