Selling your brewery for fabulous amounts of money to a big multinational isn’t a problem — it’s doing so when you’ve made capital from being opposed to just that kind of thing.
If you had made a point of saying along the way, ‘We would never rule out selling to someone like AB-InBev — we have no beef with Big Beer,’ then it’s unlikely anyone would get annoyed when you did so.
So why didn’t you do that?
It must have been at least partly because you believed you’d gain less publicity and adulation, and sell less beer.
You might have been right to think that, but we suspect not: the other way, you’d gain marks for honesty, and pick up the kind of fans for whom beer isn’t so pungent with politics.
Either way, if you insist independence is important when it benefits you but then decide people who care about it are silly and immature when your situation changes, expect them to be annoyed.
When Martin, Amund, and I were invited to visit Roar to explore the local beer style stjørdalsøl, Roar figured that he might as well make use of the three visiting beer ‘experts,’ and have us do a set of talks for the local home brewing association… They’d set it up as a rather grand affair, and the mayor himself came by to open the evening. I was a bit surprised by this, until the mayor started talking. He said a few words about the cultural importance of the local brewing, and then added that ‘Usually, when I do something like this I give the organizers flowers. But in this case I thought beer would be more suitable.’ At which point he took out a bottle and handed it to the chairman of the brewer’s association. It turned out that the mayor is also a farmhouse brewer, and since this is Stjørdal, he of course makes his own malts, too.
The most simple answer is that these paintings are the early modern version of searching for “dog who thinks he’s a human” on YouTube. They’re funny. Paintings of intoxicated monkeys were actually a sub-set of a larger genre of paintings known as Singerie, which poked fun at occupations ranging from drunkard to painter by portraying the participants as frivolous simians… [But] I think that what we’re missing when we simply see these as a form of social satire is that these are also paintings about addiction.
Great atmospheres are created with our ears as much as our other senses. Conversation and laughter emit from secluded seats, across bars and around rickety tables. Why is this? The simplicity of the everyday – the nicks and scratches and bare wood – isn’t trying to be more or any better. As such, more honest and heartfelt and open conversations are debated around pub tables… Informality and a certain lack of posturing put people at ease. If you want to hear the truth from someone, talk to them in the pub. The point they put their drink down and say: ‘Look, the truth is…’ you’ve figuratively helped them remove their armour.
We were regaling the bar staff about our quest to explore all 270 London tube stations when a bystander sauntered over:
‘I used to do a similar thing, but on the national rail network,’ he boasted nonchalantly.
We made noises of the noncommittal variety, half impressed and half mistrustful.
‘Yeah, me and the lads would stick a pin in the rail map on a Friday night and go out boozing all weekend. Glasgow was a great one – I had to buy myself some new clothes there mind you.’
Since working on Gambrinus Waltz we’ve been itching to taste an authentic recreation of a 19th century Vienna beer — what were they really like? Now Andreas Krenmair, who is working on a book about homebrewing historic styles, has some new information from close to the source:
I visited the Schultze-Berndt library located at VLB and curated by the Gesellschaft für Geschichte des Brauwesens… [where] I stumbled upon a Festschrift regarding 100 years of brewing Vienna lager, aptly named ‘Schwechater Lager’. While not having that much content, it still had some bits and pieces that gave away some information, including the beautiful water colour illustrations… One image in particular contained something very interesting: pictures of huge stacks of hop bales… These hop bales clearly show the marking ‘SAAZ’.
Brewery Takeover News
It’s been a busy week in the US: AB-InBev swooped in to acquire Wicked Weed of North Carolina. Good Beer Hunting partners with AB-InBev on various projects and takes a broadly positive line to such acquisitions these days but its story covers the key points well: Wicked Weed is a niche buy for AB; fans have reacted with particular irritation to this one; and other breweries are responding in various ways, including withdrawing from Wicked Weed’s Funkatorium Festival.
Then the following day Heineken picked up the part of Lagunitas it didn’t already own. This story was covered at Brewbound which generally takes an editorial line which seems to us moderately critical of big beer and AB-InBev in particular. Its editor seems to spend quite a bit of time bickering about disclosure and propriety with Good Beer Hunting on Twitter, too.
Two Saturdays hence (May 13), AB InBev is hosting a massively expensive party in Bend. They’re promoting it the way only one of the largest companies in the world can–with prizes, a big music lineup (including De La Soul!), and the kind of overheated marketing gloss the finest agencies supply. The occasion celebrates the founding of a brewery AB InBev purchased in 2014. Shockingly enough, this is not the way they’re talking about it… Indeed, the entire event is an exercise in disguising this detail.
But we’re with Jeff: a brand built primarily on the value of Independence is being dishonest, even exploitative of consumers, if it doesn’t actively disclose its change in status for at least a few years after acquisition.
There’s more paperwork and bureaucracy to work through now, but not a lot more. I’ve worked in this industry for a while, and the biggest thing I learned during that time is how jaw-droppingly loosey-goosey most breweries are and how little structure there is with most craft breweries. You’d be surprised how many craft breweries don’t even know their real margins. It’s just basic business things. So to answer your question about whether there’s more bureaucracy and oversight now, I’d say no more than your average company; it’s just that most breweries have so little.
The only problem with this anonymous account is that it’s exactly the kind of thing we’d authorise if we worked in PR for AB — broadly upbeat with the only negatives, like the one above, actually being backhanded boasts.
But maybe this is really how it is and all this intrigue is just making us paranoid.
And, finally, this seems like a good advertisement for the Tour de Geuze which is underway in Belgium at this very moment:
Here’s a quickly hacked together map of the US states where AB-InBev has acquired breweries so far:
(Note: that’s Alaska and Hawaii tucked in underneath for tidiness as is the norm for discrete maps of the US.)
Can you see a strategy emerging? We’re not sure we can, not quite yet, but there might be a vague correlation with states where people have relatively higher incomes. If what’s driving their decisions is that, combined with a reach for geographical coverage — which would make some kind of sense — then we’d be placing bets on the next target being a fast-growing brewery in the Upper Midwest (Minnesota, North Dakota). After that… Maybe they’ll just go all in and aim for a presence in every state?
Here’s everything that’s grabbed our attention in the world of beer and pubs in the last week, from seismic industry movements to historic lagers.
For starters, there’s been quite a bit of news from the US.
Brooklyn Brewery has sold a 24.5% stake to Japanese firm Kirin — just under the US Brewers’ Association threshold for deciding what percentage of outside ownership disqualifies a brewery as ‘independent’, funnily enough.
We got to all of this news via Jason Notte (@Notteham) who also offers commentary on Brooklyn. Whether this is the cataclysmic ‘shake out’ people have been prophesying (hoping for?) remains to be seen but it certainly feels as if some big plates are shifting.
Sue [Hayward of Waen Brewery] and Gazza[[Prescott] from Hopcraft had a bit of a go at Cloudwater, for lack of a better word… The gist of Gazza and Sue’s argument seemed to be: we can’t sell our beer because of Cloudwater. Can it be that simple? Maybe, just maybe, Cloudwater are giving the market what it wants? The beers sell easily?
To me it feels like people don’t want to be lumped in with the stereotypical angry beer nerds. So as a result everyone comes out in 100% full support without a hint of any concern. I mentioned to a good friend yesterday that I think everyone is trying to outdo each other in that aspect. With blindly positive cheering and clapping. The more positive, the better; regardless of what you actually feel.
Deep down I think there is a lot of concern. Panhead are beloved and the founder is a great guy who has built a great and unique brand with the beers to back it up. While Lion have handled their acquisitions amazingly well in both Aus and NZ, I think if people were pressed on the issue they wouldn’t be as in support as they are in public… I may be way off base but the lack of dissenting opinion, or anything that isn’t ‘Yay isn’t this awesome?! GO BEER!’ is beginning to all seem a bit fake.
Second guessing whether what people say is sincere, unless you know them personally and well, is a mug’s game, but we have certainly noticed the same shift in the (ahem) ‘discourse’ and felt uneasy about it.
The Small is Beautiful party line goes something like this: big breweries taking over little ones is never good news; those breweries lose their character and the beers get more boring; and overall consumer choice is reduced as those beers become more ubiquitous. (We have some sympathy with this view.) And the most extreme critics — the angriest of the beer nerds — argue that it’s all part of a global conspiracy to crush or at least control the threat of craft beer. (Which can sound a bit hysterical but that doesn’t mean there’s not something in it.)
Let’s wait and see if the beer changes before we complain, goes one of the well-established, more neutral lines of argument. This is might be good news, goes another, because takeovers can increase the availability of a beloved brand, and might also improve quality and consistency. (On which more in a later post.) And these kinds of deals get craft beer into more outlets and so spread the word, advance the cause.
What we’ve been hearing in the last year or so, though, as the pace of acquisitions has stepped up, is something else: an expectation that drinkers won’t just accept takeovers, or cautiously welcome them, but will be delighted by them.
At the same time, anyone who does have concerns is dismissed as immature, or as a god-damned tree-hugging hippy who should go and live in Soviet Russia if they hate capitalism so much. (Sorry, straw-manning there. But only a bit.) Dissent is hysteria — we got in on the act with this two paras up, for goodness’ sake — and dissenters are loons.
Maybe this is just a natural turn for the conversation to take — the result of fatigue after a decade or two of evangelising, whooping, branded T-shirt-wearing hop-tattoo craft beer tribal triumphalism. And perhaps there’s some old-fashioned hipsterish contrarianism in it, too.
At any rate, if we were in charge of PR for a multi-national brewing firm we’d be delighted. The outstanding question is, would we also be taking credit? Would we be looking at a bill for lobbying and ‘influencing’ — a sponsorship deal here, a blogger outreach event there — and thinking, ‘Well, that was money well-spent’?