As is widely known, despite the brewer’s attempt to punt it in other countries as a ‘reassuringly expensive’ premium beer, in Belgium Stella is the bog standard café beer, with a basic, proletarian glass to match. This, of course, is precisely why the marketers hate the glass so much. It’s not chic enough for their pretensions.
Wood is not uncommon in a brewhouse; beers aged on fresh oak or made with spruce tips are familiar. But brewers, especially those in arborous domains, have recently begun to eye entire trees—bark, leaves, sap, needles and all—as ingredients. Juniper, cedar, birch, Ponderosa pine, white fir and other timbers all confer their own distinct flavors, from vanilla to citrus to herbs. More than that, brewers say the final beers express the rusticity of their surroundings, that desirable sense of place that has led to a revival in foraging and local sourcing.
And it’s odd that as the owner and production manager of a brewery, he doesn’t even drink beer. “I don’t like it,” he says, as if this assertion were completely normal. “I taste it, but I prefer soft drinks.”