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Ninkasi Brewing stel Lux Helles Lager bekend

Ninkasi Brewing stel Lux Helles Lager bekend


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Eugene, die Ninkasi Brewing van Oregon, was vroeër bekend as 'n one tricky pony, maar het sedertdien hul vaardigheid bewys in verfynde verfynde en meer subtiele bier in kickass lagers vir hul Prismatic Series. Na die vrystelling van sy goue medalje-bekroonde Pravda Bohemian-styl Pilsner, kondig Ninkasi Brewing Company die vrystelling van Lux aan, 'n Duitse styl Helles Lager beskikbaar in al sy verspreidingsgebiede, Mei tot Augustus.
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Die bier vir mense wat nie dink dat hulle van ambagsbier hou nie

As 'n bierdrinker leef ek in 'n borrelwêreld. Ek word omring deur kollegas en kohorte wat die nuutste hop noem, 'n blikkie suur-aalbare ale gooi en bier kies volgens 'n seisoenale ritme.

Buig elmboë langs my by 'n kroeg, en u dink miskien dat almal die IPA Kool-Aid gedrink het.

Dis ligjare van die werklikheid. Alhoewel ambagsbier verlede jaar byna 18 persent volumegroei is, is die kategorie verantwoordelik vir slegs 11 persent van die Amerikaanse bierverbruik, wat oorheers word deur laers. Heck, een uit elke vyf biere wat verkoop word, is 'n Bud Light. Die volgende grootste handelsmerke is Coors Light, Budweiser, Miller Lite, Corona Extra en drum roll, Natural Light. Om die markaandeel weg te sny en drinkers in die hok te trek, het brouers beter gereedskap nodig as bitter aal en drank. Hulle benodig 'n fyner pils, een wat net so lekker is as wat dit toeganklik is vir die groter bevolking.

"Ek sal met trots sê dat ambagsbier hoofstroom word," sê mede -stigter van Victory Bill Covaleskien bygevoeg dat 'hoofstroom nie 'n slegte woord is nie'. Hierdie jaar het die Pennsylvania-brouery die verfrissende, lae alkohol onthul Helles Lager, 'n helder, goue pils met 'n skoon, vars smaak en sagte grasagtige geur. Dit is gewortel in nuanses, nie pirotegniek nie, wat presies die punt is. "Ons sit aas op 'n haak, met die veronderstelling dat nie almal 'n IPA wil hê nie," sê Covaleski.

Die lokmiddel is München helde, 'n Duitse pils wat uit die laat 19de eeu dateer. Destyds in Europa was goue, mildelik verbitterde Tsjeggiese pilsners baie gewild. In reaksie hierop het brouers in München-waar donker lagers de rigueur was-die hellers-lager gemaak. (Helles is Duits vir "helder" of "lig.") Die bier boots die goue tint van Pilsners na, maar is 'n smal en soeter smaak. Nie vervelig of bitter nie, Münchenhelle is, soos Goldilocks se pap, 'n heerlike gelukkige medium.

Om die bierportefeuljes te balanseer wat met smaakvolle uiterstes gestuur word, het brouers toenemend na München -helde gewend. In Pennsylvania, waar die lager -tradisies diep loop, vind u Stoudt's Gold Lager, Sly Fox Helles Golden Lager en Penn Gold. New Belgium Summer Helles en Schlafly Summer Lager pas die bier op 'n seisoenale plek, terwyl die Tampa-gebaseerde Cigar City Hotter Than Helles die hele jaar deur konstant is.

Dit maak sin in die sonnige Florida. Maar wat van Minneapolis, waar die winter 'n wrede greep het? Surly brewmaster Todd HaugDie besluit om 'n hel te maak, het begin ná die Craft Brewers -konferensie van 2008 in San Diego, waar golwe IPA's in die mond was. 'Ons is teenstanders,' sê Haug. 'As mense een ding doen, sal ons die teenoorgestelde doen.'

Terug in Minneapolis het Haug gedroom oor die bruisende, blomme en duiwel drinkbare hel. Alhoewel die brouery gevier word vir sy ywerig verbitterde Furious IPA en Darkness imperial stout, vertel verkope 'n interessante verhaal. "Op ons besigste dag [in Surly 's biersaal] is die hel waarskynlik die nr. 1 -verkoper," sê Haug en voeg by dat die München -helde aan kliënte 'n duidelike boodskap gee: "Dit is goed as jy nie van IPA's hou nie. Handwerkbrouerye het nog baie om te bied. ”

By Victory's brewpub was die helle al byna twee dekades lank 'n topverkoper. Dit debuteer in 1996 as Brandywine Valley Lager, voordat hy Victory Lager word, 'n jarelange gunsteling in die noordooste. In Januarie hernoem Victory die bier Helles Lager en sien die nasionale behoefte aan 'n skerp, toeganklike pils, en eindelik die bier landwyd vry. 'In 1996 het baie min mense bierstyle geken,' sê Covaleski oor die naamswisselaar. 'Ons is op 'n punt waar verbruikers meer weet, en verwys na die styl en die naam is nie 'n slegte pad nie.'

Vir die Ninkasi van Oregon was dit 'n no-brainer om die hel-styl Lux in sy reeks te plaas. "Helles is een van die drinkbaarste biere wat ooit uitgevind is," sê brouerymeester en medestigter Jamie Floyd. 'Dit is ontwerp om deur die halfliter en liter verbruik te word. Dit smaak heerlik, ongeag of dit koud en borrelend of warm en plat is. ” Floyd beskou die aantrekkingskrag van Lux as 'n breë en smal, 'n aangename biernerd op IPA -sabbatsperiodes, wat die dors na werksaamhede les, en die diners die perfekte kombinasie bied. 'Helles is wonderlik vir kos,' sê hy. 'Dit is 'n universele aanbod.'

Victory se Covaleski sekondeer die sentiment. "Die grootste sterkte van die hel is veelsydigheid," sê hy. 'Dit sal u verfrissing gee, wat in stryd is met u pittigste kos, terwyl die subtiele kwaliteit van die korrels goed sal pas by vis.

Dit klink soos 'n handgemaakte brouery se ideale ambassadeur, nie waar nie? Maar vir die hel om die hoofstroom ten volle te infiltreer, moet dit die gewortelde persepsie van groot-koop-laers verander. 'My ervaring is dat mense nie dink dat die hel vervelig is nie, maar hulle dink dat dit soos' gewone bier 'smaak,' sê Surly's Haug. 'Mense dink: Waarom moet ek 'n bietjie meer spandeer op 'n plaaslike handwerkpaas in plaas van 'n groter pils wat goedkoper is?'

Dit het meer as drie dekades geneem voordat mense besef het dat happy hour-bier baie lekkerder kan wees as 'n goedkoop pils. Dit sal tyd neem om die massa 'n verfynde alledaagse pils te omhels. Sommige drinkers sal eers bier se smaakknoppe ondersoek - uiterstes, voordat hulle hopelik in 'n pilsborrel kan draai. Ander sal hul drinkroetine moet opskud, dieselfde ou pils moet laat vaar vir iets bekend maar tog anders, soos 'n hel. "Om handwerkbier regtig oor die bult te kom, moet ons baie goeie biere maak wat 'n groter gehoor aanspreek," sê Haug.


Die bier vir mense wat nie dink dat hulle van ambagsbier hou nie

As 'n bierdrinker leef ek in 'n borrelwêreld. Ek word omring deur kollegas en kohorte wat die nuutste hop noem, 'n blikkie suur-aalbare ale gooi en bier kies volgens 'n seisoenale ritme.

Buig elmboë langs my by 'n kroeg, en u dink miskien dat almal die IPA Kool-Aid gedrink het.

Dis ligjare van die werklikheid. Alhoewel ambagsbier verlede jaar byna 18 persent volumegroei is, is die kategorie verantwoordelik vir slegs 11 persent van die Amerikaanse bierverbruik, wat oorheers word deur laers. Heck, een uit elke vyf biere wat verkoop word, is 'n Bud Light. Die volgende grootste handelsmerke is Coors Light, Budweiser, Miller Lite, Corona Extra en drum roll, Natural Light. Om die markaandeel weg te sny en drinkers in die hok te trek, het brouers beter gereedskap nodig as bitter aal en drank. Hulle benodig 'n fyner pils, een wat net so lekker is as wat dit toeganklik is vir die groter bevolking.

"Ek sal met trots sê dat ambagsbier hoofstroom word," sê mede -stigter van Victory Bill Covaleskien bygevoeg dat 'hoofstroom nie 'n slegte woord is nie'. Hierdie jaar het die Pennsylvania-brouery die verfrissende, lae alkohol onthul Helles Lager, 'n helder, goue pils met 'n skoon, vars smaak en sagte grasagtige geur. Dit is gewortel in nuanses, nie pirotegniek nie, wat presies die punt is. "Ons sit aas op 'n haak, met die veronderstelling dat nie almal 'n IPA wil hê nie," sê Covaleski.

Die lokmiddel is München helde, 'n Duitse pils wat uit die laat 19de eeu dateer. Destyds in Europa was goue, mildelik verbitterde Tsjeggiese pilsners baie gewild. In reaksie hierop het brouers in München-waar donker lagers de rigueur was-die hellers-lager gemaak. (Helles is Duits vir "helder" of "lig.") Die bier boots die goue tint van Pilsners na, maar is 'n smal en soeter smaak. Nie vervelig of bitter nie, Münchenhelle is, soos Goldilocks se pap, 'n heerlike gelukkige medium.

Om die bierportefeuljes te balanseer wat met smaakvolle uiterstes gestuur word, het brouers toenemend na München -helde gewend. In Pennsylvania, waar die lager -tradisies diep loop, vind u Stoudt's Gold Lager, Sly Fox Helles Golden Lager en Penn Gold. New Belgium Summer Helles en Schlafly Summer Lager pas die bier op 'n seisoenale plek, terwyl die Tampa-gebaseerde Cigar City Hotter Than Helles die hele jaar deur konstant is.

Dit maak sin in die sonnige Florida. Maar wat van Minneapolis, waar die winter 'n wrede greep het? Surly brewmaster Todd HaugDie besluit om 'n hel te maak, het begin ná die Craft Brewers -konferensie van 2008 in San Diego, waar golwe IPA's in die mond was. 'Ons is teenstanders,' sê Haug. 'As mense een ding doen, sal ons die teenoorgestelde doen.'

Terug in Minneapolis het Haug gedroom oor die bruisende, blomme en duiwel drinkbare hel. Alhoewel die brouery gevier word vir sy ywerig verbitterde Furious IPA en Darkness imperial stout, vertel verkope 'n interessante verhaal. "Op ons besigste dag [in die bierhal van Surly 's] is die hel waarskynlik die eerste verkoper," sê Haug en voeg by dat die München -klante 'n duidelike boodskap gee: "Dit is goed as jy nie van IPA's hou nie. Handwerkbrouerye het nog baie om te bied. ”

By Victory's brewpub was die helle al byna twee dekades lank 'n topverkoper. Dit debuteer in 1996 as Brandywine Valley Lager, voordat hy Victory Lager word, 'n jarelange gunsteling in die noordooste. In Januarie hernoem Victory die bier Helles Lager en sien die nasionale behoefte aan 'n skerp, toeganklike pils, en eindelik die bier landwyd vry. 'In 1996 het baie min mense bierstyle geken,' sê Covaleski oor die naamswisselaar. 'Ons is op 'n punt waar verbruikers meer weet, en verwys na die styl en die naam is nie 'n slegte pad nie.'

Vir die Ninkasi van Oregon was dit 'n no-brainer om die hel-styl Lux in sy reeks te plaas. "Helles is een van die drinkbaarste biere wat ooit uitgevind is," sê brouerymeester en medestigter Jamie Floyd. 'Dit is ontwerp om deur die halfliter en liter verbruik te word. Dit smaak heerlik, ongeag of dit koud en borrelend of warm en plat is. ” Floyd beskou die aantrekkingskrag van Lux as 'n breë en smal, 'n aangename biernerd op IPA -sabbatsperiodes, wat die dors na werksaamhede les, en die diners die perfekte kombinasie bied. 'Helles is wonderlik vir kos,' sê hy. 'Dit is 'n universele aanbod.'

Victory se Covaleski sekondeer die sentiment. "Die grootste sterkte van die hel is veelsydigheid," sê hy. 'Dit sal u verfrissing gee, wat in stryd is met u pittigste kos, terwyl die subtiele kwaliteit van die korrels goed sal pas by vis.

Dit klink soos 'n handgemaakte brouery se ideale ambassadeur, nie waar nie? Maar vir die hel om die hoofstroom ten volle te infiltreer, moet dit die gewortelde persepsie van groot-koop-laers verander. 'My ervaring is dat mense nie dink dat die hel vervelig is nie, maar hulle dink dat dit soos' gewone bier 'smaak,' sê Surly's Haug. 'Mense dink: Waarom moet ek 'n bietjie meer spandeer op 'n plaaslike handwerkpaas in plaas van 'n groter pils wat goedkoper is?'

Dit het meer as drie dekades geneem voordat mense besef het dat happy hour-bier baie lekkerder kan wees as 'n goedkoop pils. Dit sal tyd neem om die massa 'n verfynde alledaagse pils te omhels. Sommige drinkers sal eers bier se smaakknoppe ondersoek - uiterstes, voordat hulle hopelik in 'n pilsborrel kan draai. Ander sal hul drinkroetine moet opskud, dieselfde ou pils moet laat vaar vir iets bekend maar tog anders, soos 'n hel. "Om handwerkbier regtig oor die bult te kom, moet ons baie goeie biere maak wat 'n groter gehoor aanspreek," sê Haug.


Die bier vir mense wat nie dink dat hulle van ambagsbier hou nie

As 'n bierdrinker leef ek in 'n borrelwêreld. Ek word omring deur kollegas en kohorte wat die nuutste hop noem, 'n blikkie suur-aalbare ale gooi en bier kies volgens 'n seisoenale ritme.

Buig elmboë langs my by 'n kroeg, en u dink miskien dat almal die IPA Kool-Aid gedrink het.

Dis ligjare van die werklikheid. Alhoewel ambagsbier verlede jaar byna 18 persent volumegroei is, is die kategorie verantwoordelik vir slegs 11 persent van die Amerikaanse bierverbruik, wat oorheers word deur laers. Heck, een uit elke vyf biere wat verkoop word, is 'n Bud Light. Die volgende grootste handelsmerke is Coors Light, Budweiser, Miller Lite, Corona Extra en drum roll, Natural Light. Om die markaandeel weg te sny en drinkers in die hok te trek, het brouers beter gereedskap nodig as bitter aal en drank. Hulle benodig 'n fyner bier, een wat net so lekker is as wat dit toeganklik is vir die groter bevolking.

"Ek sal met trots sê dat ambagsbier hoofstroom word," sê mede -stigter van Victory Bill Covaleskien bygevoeg dat 'hoofstroom nie 'n slegte woord is nie'. Hierdie jaar het die Pennsylvania-brouery die verfrissende, lae alkohol onthul Helles Lager, 'n helder, goue pils met 'n skoon, vars smaak en sagte grasagtige geur. Dit is gewortel in nuanses, nie pirotegniek nie, wat presies die punt is. "Ons plaas aas op 'n haak, met die veronderstelling dat nie almal 'n IPA wil hê nie," sê Covaleski.

Die lokmiddel is München helde, 'n Duitse pils wat uit die laat 19de eeu dateer. Destyds in Europa was goue, mildelik verbitterde Tsjeggiese pilsners baie gewild. In reaksie hierop het brouers in München-waar donker lagers de rigueur was-die hellers-lager gemaak. (Helles is Duits vir "helder" of "lig.") Die bier boots die goue tint van Pilsners na, maar is 'n smal en soeter smaak. Nie vervelig of bitter nie, Münchenhelle is, soos Goldilocks se pap, 'n heerlike gelukkige medium.

Om die bierportefeuljes te balanseer wat met smaakvolle uiterstes gestuur word, het brouers toenemend na München -helde gewend. In Pennsylvania, waar die lager -tradisies diep loop, vind u Stoudt's Gold Lager, Sly Fox Helles Golden Lager en Penn Gold. New Belgium Summer Helles en Schlafly Summer Lager pas die bier in 'n seisoenale plek, terwyl Tampa, gebaseer op Cigar City Hotter Than Helles, 'n konstante die hele jaar deur.

Dit maak sin in die sonnige Florida. Maar wat van Minneapolis, waar die winter 'n wrede greep het? Surly broumeester Todd HaugDie besluit om 'n hel te maak, het begin ná die Craft Brewers -konferensie van 2008 in San Diego, waar golwe IPA's in die mond was. 'Ons is teenstanders,' sê Haug. 'As mense een ding doen, sal ons die teenoorgestelde doen.'

Terug in Minneapolis het Haug gedroom oor die bruisende, blomme en duiwel drinkbare hel. Alhoewel die brouery gevier word vir sy ywerig verbitterde Furious IPA en Darkness imperial stout, vertel verkope 'n interessante verhaal. "Op ons besigste dag [in die bierhal van Surly 's] is die hel waarskynlik die eerste verkoper," sê Haug en voeg by dat die München -klante 'n duidelike boodskap gee: "Dit is goed as jy nie van IPA's hou nie. Handwerkbrouerye het nog baie om te bied. ”

By Victory's brewpub was die helle al byna twee dekades lank 'n topverkoper. Dit debuteer in 1996 as Brandywine Valley Lager, voordat hy Victory Lager word, 'n jarelange gunsteling in die noordooste. In Januarie hernoem Victory die bier Helles Lager en sien die nasionale behoefte aan 'n skerp, toeganklike pils, en eindelik die bier landwyd vry. 'In 1996 het baie min mense bierstyle geken,' sê Covaleski oor die naamswisselaar. 'Ons is op 'n punt waar verbruikers meer weet, en verwys na die styl en die naam is nie 'n slegte pad nie.'

Vir die Ninkasi van Oregon was dit 'n no-brainer om die hel-styl Lux in sy reeks te plaas. "Helles is een van die drinkbaarste biere wat ooit uitgevind is," sê brouerymeester en medestigter Jamie Floyd. 'Dit is ontwerp om deur die halfliter en liter verbruik te word. Dit smaak heerlik, ongeag of dit koud en borrelend of warm en plat is. ” Floyd sien die aantrekkingskrag van Lux as 'n breë en smal, 'n aangename biernerd op IPA -sabbatsdag, wat die dors na werkswyse les, en die diners die perfekte kombinasie bied. 'Helles is wonderlik vir kos,' sê hy. 'Dit is 'n universele aanbod.'

Victory se Covaleski sekondeer die sentiment. "Die grootste sterkte van die hel is veelsydigheid," sê hy. 'Dit sal u verfrissing gee, wat in stryd is met u pittigste kos, terwyl die subtiele kwaliteit van die korrels goed sal pas by vis.

Dit klink soos 'n handgemaakte brouery se ideale ambassadeur, nie waar nie? Maar vir die hel om die hoofstroom ten volle te infiltreer, moet dit die gewortelde persepsie van groot-koop-laers verander. 'My ervaring is dat mense nie dink dat die hel vervelig is nie, maar hulle dink dat dit soos' gewone bier 'smaak,' sê Surly's Haug. 'Mense dink: Waarom moet ek 'n bietjie meer spandeer op 'n plaaslike handwerkpaas in plaas van 'n groter pils wat goedkoper is?'

Dit het meer as drie dekades geneem voordat mense besef het dat happy hour-bier baie lekkerder kan wees as 'n goedkoop pils. Dit sal tyd neem om die massa 'n verfynde alledaagse pils te omhels. Sommige drinkers sal eers bier se smaakknoppe ondersoek - uiterstes, voordat hulle hopelik in 'n bier kan draai. Ander sal hul drinkroetine moet opskud, dieselfde ou pils moet laat vaar vir iets bekend maar tog anders, soos 'n hel. "Om handwerkbier regtig oor die bult te kom, moet ons baie goeie biere maak wat 'n groter gehoor aanspreek," sê Haug.


Die bier vir mense wat nie dink dat hulle van ambagsbier hou nie

As 'n bierdrinker leef ek in 'n borrelwêreld. Ek is omring deur kollegas en groepe wat die nuutste hop noem, 'n blik suur-sout ale gooi en bier kies volgens 'n seisoenale ritme.

Buig elmboë langs my by 'n kroeg, en u dink miskien dat almal die IPA Kool-Aid gedrink het.

Dis ligjare van die werklikheid. Alhoewel ambagsbier verlede jaar byna 18 persent volumegroei is, is die kategorie verantwoordelik vir slegs 11 persent van die Amerikaanse bierverbruik, wat oorheers word deur laers. Heck, een uit elke vyf biere wat verkoop word, is 'n Bud Light. Die volgende grootste handelsmerke is Coors Light, Budweiser, Miller Lite, Corona Extra en drum roll, Natural Light. Om die markaandeel weg te sny en drinkers in die hok te trek, het brouers beter gereedskap nodig as bitter aal en drank. Hulle benodig 'n fyner pils, een wat net so lekker is as wat dit toeganklik is vir die groter bevolking.

"Ek sal met trots sê dat ambagsbier hoofstroom word," sê mede -stigter van Victory Bill Covaleskien bygevoeg dat 'hoofstroom nie 'n slegte woord is nie'. Hierdie jaar het die Pennsylvania-brouery die verfrissende, lae alkohol onthul Helles Lager, 'n helder, goue pils met 'n skoon, vars smaak en sagte grasagtige geur. Dit is gewortel in nuanses, nie pirotegniek nie, wat presies die punt is. "Ons plaas aas op 'n haak, met die veronderstelling dat nie almal 'n IPA wil hê nie," sê Covaleski.

Die lokmiddel is München helde, 'n Duitse pils wat uit die laat 19de eeu dateer. Destyds in Europa was goue, mildelik verbitterde Tsjeggiese pilsners baie gewild. In reaksie hierop het brouers in München-waar donker lagers de rigueur was-die hellers-lager gemaak. (Helles is Duits vir "helder" of "lig.") Die bier boots die goue tint van Pilsners na, maar is 'n smal en soeter smaak. Nie vervelig of bitter nie, München -helle is, soos Goldilocks se pap, 'n heerlike gelukkige medium.

Om die bierportefeuljes te balanseer wat met smaakvolle uiterstes gestuur word, het brouers toenemend na München -helde gewend. In Pennsylvania, waar die lager -tradisies diep loop, vind u Stoudt's Gold Lager, Sly Fox Helles Golden Lager en Penn Gold. New Belgium Summer Helles en Schlafly Summer Lager pas die bier in 'n seisoenale plek, terwyl Tampa, gebaseer op Cigar City Hotter Than Helles, 'n konstante die hele jaar deur.

Dit maak sin in die sonnige Florida. Maar wat van Minneapolis, waar die winter 'n wrede greep het? Surly broumeester Todd HaugDie besluit om 'n hel te maak, het begin ná die Craft Brewers -konferensie van 2008 in San Diego, waar golwe IPA's in die mond was. 'Ons is teenstanders,' sê Haug. 'As mense een ding doen, sal ons die teenoorgestelde doen.'

Terug in Minneapolis het Haug gedroom oor die bruisende, blomme en duiwel drinkbare hel. Alhoewel die brouery gevier word vir sy ywerig verbitterde Furious IPA en Darkness imperial stout, vertel verkope 'n interessante verhaal. "Op ons besigste dag [in Surly 's biersaal] is die hel waarskynlik die nr. 1 -verkoper," sê Haug en voeg by dat die München -helde aan kliënte 'n duidelike boodskap gee: "Dit is goed as jy nie van IPA's hou nie. Handwerkbrouerye het nog baie om te bied. ”

By Victory's brewpub was die helle al byna twee dekades lank 'n topverkoper. Dit debuteer in 1996 as Brandywine Valley Lager, voordat hy Victory Lager word, 'n jarelange gunsteling in die noordooste. In Januarie hernoem Victory die bier Helles Lager en sien die nasionale behoefte aan 'n skerp, toeganklike pils, en eindelik die bier landwyd vry. 'In 1996 het baie min mense bierstyle geken,' sê Covaleski oor die naamswisselaar. 'Ons is op 'n punt waar verbruikers meer weet, en verwys na die styl en die naam is nie 'n slegte pad nie.'

Vir die Ninkasi van Oregon was dit 'n no-brainer om die hel-styl Lux in sy reeks te plaas. "Helles is een van die drinkbaarste biere wat ooit uitgevind is," sê brouerymeester en medestigter Jamie Floyd. 'Dit is ontwerp om deur die halfliter en liter verbruik te word. Dit smaak heerlik, ongeag of dit koud en borrelend of warm en plat is. ” Floyd sien die aantrekkingskrag van Lux as 'n breë en smal, 'n aangename biernerd op IPA -sabbatsdag, wat die dors na werkswyse les, en die diners die perfekte kombinasie bied. 'Helles is wonderlik vir kos,' sê hy. 'Dit is 'n universele aanbod.'

Victory se Covaleski sekondeer die sentiment. "Die grootste sterkte van die hel is veelsydigheid," sê hy. 'Dit sal u verfrissing gee, wat in stryd is met u pittigste kos, terwyl die subtiele kwaliteit van die korrels goed sal pas by vis.

Dit klink soos 'n handgemaakte brouery se ideale ambassadeur, nie waar nie? Maar vir die hel om die hoofstroom ten volle te infiltreer, moet dit die gewortelde persepsie van groot-koop-laers verander. 'My ervaring is dat mense nie dink dat die hel vervelig is nie, maar hulle dink dat dit soos' gewone bier 'smaak,' sê Surly's Haug. 'Mense dink: Waarom moet ek 'n bietjie meer spandeer op 'n plaaslike handwerkpaas in plaas van 'n groter pils wat goedkoper is?'

Dit het meer as drie dekades geneem voordat mense besef het dat happy hour-bier baie lekkerder kan wees as 'n goedkoop pils. Dit sal tyd neem om die massa 'n verfynde alledaagse pils te omhels. Sommige drinkers sal eers bier se smaakknoppe ondersoek - uiterstes, voordat hulle hopelik in 'n bier kan draai. Ander sal hul drinkroetine moet opskud, dieselfde ou pils moet laat vaar vir iets bekend maar tog anders, soos 'n hel. "Om handwerkbier regtig oor die bult te kom, moet ons baie goeie biere maak wat 'n groter gehoor aanspreek," sê Haug.


Die bier vir mense wat nie dink dat hulle van ambagsbier hou nie

As 'n bierdrinker leef ek in 'n borrelwêreld. Ek word omring deur kollegas en kohorte wat die nuutste hop noem, 'n blikkie suur-aalbare ale gooi en bier kies volgens 'n seisoenale ritme.

Buig elmboë langs my by 'n kroeg, en u dink miskien dat almal die IPA Kool-Aid gedrink het.

Dis ligjare van die werklikheid. Alhoewel ambagsbier verlede jaar byna 18 persent volumegroei is, is die kategorie verantwoordelik vir slegs 11 persent van die Amerikaanse bierverbruik, wat oorheers word deur laers. Heck, een uit elke vyf biere wat verkoop word, is 'n Bud Light. Die volgende grootste handelsmerke is Coors Light, Budweiser, Miller Lite, Corona Extra en drum roll, Natural Light. Om die markaandeel weg te sny en drinkers in die hok te trek, het brouers beter gereedskap nodig as bitter aal en drank. Hulle benodig 'n fyner bier, een wat net so lekker is as wat dit toeganklik is vir die groter bevolking.

"Ek sal met trots sê dat ambagsbier hoofstroom word," sê mede -stigter van Victory Bill Covaleskien bygevoeg dat 'hoofstroom nie 'n slegte woord is nie'. Hierdie jaar het die Pennsylvania-brouery die verfrissende, lae alkohol onthul Helles Lager, 'n helder, goue pils met 'n skoon, vars smaak en sagte grasagtige geur. Dit is gewortel in nuanses, nie pirotegniek nie, wat presies die punt is. "Ons sit aas op 'n haak, met die veronderstelling dat nie almal 'n IPA wil hê nie," sê Covaleski.

Die lokmiddel is München helde, 'n Duitse pils wat uit die laat 19de eeu dateer. Destyds in Europa was goue, mildelik verbitterde Tsjeggiese pilsners baie gewild. In reaksie hierop het brouers in München-waar donker lagers de rigueur was-die hellers-lager gemaak. (Helles is Duits vir "helder" of "lig.") Die bier boots die goue tint van Pilsners na, maar is 'n smal en soeter smaak. Nie vervelig of bitter nie, Münchenhelle is, soos Goldilocks se pap, 'n heerlike gelukkige medium.

Om die bierportefeuljes te balanseer wat met smaakvolle uiterstes gestuur word, het brouers toenemend na München -helde gewend. In Pennsylvania, waar die lager -tradisies diep loop, vind u Stoudt's Gold Lager, Sly Fox Helles Golden Lager en Penn Gold. New Belgium Summer Helles en Schlafly Summer Lager pas die bier in 'n seisoenale plek, terwyl Tampa, gebaseer op Cigar City Hotter Than Helles, 'n konstante die hele jaar deur.

Dit maak sin in die sonnige Florida. Maar wat van Minneapolis, waar die winter 'n wrede greep het? Surly broumeester Todd HaugDie besluit om 'n hel te maak, het begin ná die Craft Brewers -konferensie van 2008 in San Diego, waar golwe IPA's in die mond was. 'Ons is teenstanders,' sê Haug. 'As mense een ding doen, sal ons die teenoorgestelde doen.'

Terug in Minneapolis het Haug gedroom oor die bruisende, blomme en duiwel drinkbare hel. Alhoewel die brouery gevier word vir sy ywerig verbitterde Furious IPA en Darkness imperial stout, vertel verkope 'n interessante verhaal. "Op ons besigste dag [in Surly 's biersaal] is die hel waarskynlik die nr. 1 -verkoper," sê Haug en voeg by dat die München -helde aan kliënte 'n duidelike boodskap gee: "Dit is goed as jy nie van IPA's hou nie. Handwerkbrouerye het nog baie om te bied. ”

By Victory's brewpub was die helle al byna twee dekades lank 'n topverkoper. Dit debuteer in 1996 as Brandywine Valley Lager, voordat hy Victory Lager word, 'n jarelange gunsteling in die noordooste. In Januarie hernoem Victory die bier Helles Lager en sien die nasionale behoefte aan 'n skerp, toeganklike pils, en eindelik die bier landwyd vry. 'In 1996 het baie min mense bierstyle geken,' sê Covaleski oor die naamswisselaar. 'Ons is op 'n punt waar verbruikers meer weet, en verwys na die styl en die naam is nie 'n slegte pad nie.'

Vir die Ninkasi van Oregon was dit 'n no-brainer om die hel-styl Lux in sy reeks te plaas. "Helles is een van die drinkbaarste biere wat ooit uitgevind is," sê brouerymeester en medestigter Jamie Floyd. 'Dit is ontwerp om deur die halfliter en liter verbruik te word. Dit smaak heerlik, ongeag of dit koud en borrelend of warm en plat is. ” Floyd sien die aantrekkingskrag van Lux as 'n breë en smal, 'n aangename biernerd op IPA -sabbatsdag, wat die dors na werkswyse les, en die diners die perfekte kombinasie bied. 'Helles is wonderlik vir kos,' sê hy. 'Dit is 'n universele aanbod.'

Victory se Covaleski sekondeer die sentiment. "Die grootste sterkte van die hel is veelsydigheid," sê hy. 'Dit sal u verfrissing gee, wat in stryd is met u pittigste kos, terwyl die subtiele kwaliteit van die korrels goed sal pas by vis.

Dit klink soos 'n handgemaakte brouery se ideale ambassadeur, nie waar nie? Maar vir die hel om die hoofstroom ten volle te infiltreer, moet dit die gewortelde persepsie van groot-koop-laers verander. 'My ervaring is dat mense nie dink dat die hel vervelig is nie, maar hulle dink dat dit soos' gewone bier 'smaak,' sê Surly's Haug. 'Mense dink: Waarom moet ek 'n bietjie meer spandeer op 'n plaaslike handwerkpaas in plaas van 'n groter pils wat goedkoper is?'

Dit het meer as drie dekades geneem voordat mense besef het dat happy hour-bier baie lekkerder kan wees as 'n goedkoop pils. Dit sal tyd neem om die massa 'n verfynde alledaagse pils te omhels. Sommige drinkers sal eers bier se smaakknoppe ondersoek - uiterstes, voordat hulle hopelik in 'n bier kan draai. Ander sal hul drinkroetine moet opskud, dieselfde ou pils moet laat vaar vir iets bekend maar tog anders, soos 'n hel. "Om handwerkbier regtig oor die bult te kom, moet ons baie goeie biere maak wat 'n groter gehoor aanspreek," sê Haug.


Die bier vir mense wat nie dink dat hulle van ambagsbier hou nie

As 'n bierdrinker leef ek in 'n borrelwêreld. Ek word omring deur kollegas en kohorte wat die nuutste hop noem, 'n blikkie suur-aalbare ale gooi en bier kies volgens 'n seisoenale ritme.

Buig elmboë langs my by 'n kroeg, en u dink miskien dat almal die IPA Kool-Aid gedrink het.

Dis ligjare van die werklikheid. Alhoewel ambagsbier verlede jaar byna 18 persent volumegroei is, is die kategorie verantwoordelik vir slegs 11 persent van die Amerikaanse bierverbruik, wat oorheers word deur laers. Heck, een uit elke vyf biere wat verkoop word, is 'n Bud Light. Die volgende grootste handelsmerke is Coors Light, Budweiser, Miller Lite, Corona Extra en drum roll, Natural Light. Om die markaandeel weg te sny en drinkers in die hok te trek, het brouers beter gereedskap nodig as bitter aal en drank. Hulle benodig 'n fyner bier, een wat net so lekker is as wat dit toeganklik is vir die groter bevolking.

"Ek sal met trots sê dat ambagsbier hoofstroom word," sê mede -stigter van Victory Bill Covaleskien bygevoeg dat 'hoofstroom nie 'n slegte woord is nie'. Hierdie jaar het die Pennsylvania-brouery die verfrissende, lae alkohol onthul Helles Lager, 'n helder, goue pils met 'n skoon, vars smaak en sagte grasagtige geur. Dit is gewortel in nuanses, nie pirotegniek nie, wat presies die punt is. "Ons sit aas op 'n haak, met die veronderstelling dat nie almal 'n IPA wil hê nie," sê Covaleski.

Die lokmiddel is München helde, 'n Duitse pils wat uit die laat 19de eeu dateer. Destyds in Europa was goue, mildelik verbitterde Tsjeggiese pilsners baie gewild. In reaksie hierop het brouers in München-waar donker lagers de rigueur was-die hellers-lager gemaak. (Helles is Duits vir "helder" of "lig.") Die bier boots die goue tint van Pilsners na, maar is 'n smal en soeter smaak. Nie vervelig of bitter nie, Münchenhelle is, soos Goldilocks se pap, 'n heerlike gelukkige medium.

Om die bierportefeuljes te balanseer wat met smaakvolle uiterstes gestuur word, het brouers toenemend na München -helde gewend. In Pennsylvania, waar die lager -tradisies diep loop, vind u Stoudt's Gold Lager, Sly Fox Helles Golden Lager en Penn Gold. New Belgium Summer Helles en Schlafly Summer Lager pas die bier op 'n seisoenale plek, terwyl die Tampa-gebaseerde Cigar City Hotter Than Helles die hele jaar deur konstant is.

Dit maak sin in die sonnige Florida. Maar wat van Minneapolis, waar die winter 'n wrede greep het? Surly brewmaster Todd Haug's decision to brew a helles started after 2008’s Craft Brewers Conference in San Diego, where waves of IPAs pummeled his palate. “We’re contrarians,” Haug says. “If people are doing one thing, we’ll do the opposite.”

Back in Minneapolis, Haug dreamed up the bready, floral, and devilishly drinkable Hell. Though the brewery is celebrated for its zealously bittered Furious IPA and Darkness imperial stout, sales tell an interesting tale. “On our busiest day [at Surly's beer hall], Hell is probably the No. 1 seller,” Haug says, adding that the Munich helles provides customers with a clear message: “It’s okay if you don’t like IPAs. Craft breweries still have a lot to offer.”

At Victory’s brewpub, the helles has been a best seller for nearly two decades. It debuted in 1996 as Brandywine Valley Lager, before becoming Victory Lager, a longtime Northeast favorite. In January, Victory renamed the beer Helles Lager and, seeing a national need for a crisp, approachable lager, finally released the beer nationwide. “In 1996, very few people knew beer styles,” Covaleski says of the name switch. “We’re at a point where consumers know more and alluding to the style and the name is not a bad way to go.”

For Oregon’s Ninkasi, inserting the helles-style Lux into its year-round lineup was a no-brainer. “Helles is one of the most drinkable beers ever invented,” says brewmaster and cofounder Jamie Floyd. “It was designed to be consumed by the half-liter and liter. It tastes great no matter if it’s cold and bubbly or warm and flat.” Floyd sees Lux's appeal as both wide and narrow, appeasing beer geeks on IPA sabbaticals, quenching thirst after yardwork, and providing diners with the the perfect pairing. “Helles is amazing for food,” he says. “It’s a universal offering.”

Victory’s Covaleski seconds that sentiment. “The greatest strength of helles is versatility,” he says. “It’s going to give you refreshment, which will go against your spiciest food, while the subtle quality from the grains will work well with fish.”

Sound like craft brewing's ideal ambassador, right? But for helles to fully infiltrate the mainstream, it must alter the entrenched perception of bulk-buy lagers. “My experience is that people don’t think Hell is boring, but they think that it taste like ‘normal beer,’” says Surly’s Haug. “People think, Why should I spend a little more on a local craft lager instead of a bigger lager that’s cheaper?”

It took three-plus decades for folks to understand that happy hour beer could be far tastier than a dirt-cheap lager. Getting the masses to embrace a refined everyday lager will take time. Some drinkers will first explore beer’s taste bud–testing extremes before, hopefully, coming full circle to a lager. Others will need to shake up their drinking routine, forego the same old lager for something familiar yet different, something like a helles. “For craft beer to really get over the hump, we’re going to have to make really good beers that appeal to a wider audience,” Haug says.


The Beer for People Who Don't Think They Like Craft Beer

As a beer drinker, I live in a bubble world. I’m surrounded by colleagues and cohorts who name-check the newest hops, guzzle cans of sour-salty ales, and select beers according to a seasonal rhythm.

Bend elbows alongside me at a bar, and you might think everyone has sipped the IPA Kool-Aid.

That’s light years from reality. Though craft beer grew nearly 18 percent volume-wise last year, the category accounts for just 11 percent of American beer consumption, which is dominated by lagers. Heck, one of every five beers sold is a Bud Light. The next biggest brands are Coors Light, Budweiser, Miller Lite, Corona Extra, and, drum roll, Natural Light. To chisel away at market share and draw drinkers into the fold, brewers need better tools than bitter ales and boozy stouts. They require a finer lager, one that’s as flavorful as it is accessible to the larger populace.

“I’ll proudly say that craft beer is becoming mainstream,” says Victory cofounder Bill Covaleski, adding that “mainstream is not a bad word.” This year, the Pennsylvania brewery unveiled the refreshing, low-alcohol Helles Lager, a bright, golden lager with a clean, fresh taste and mellow grassy aroma. It’s rooted in nuance, not pyrotechnics, which is precisely the point. “We’re putting bait on a hook, assuming that not everyone wants an IPA,” Covaleski says.

The lure is Munich helles, a German lager that dates to the late 19th century. Across Europe back then, golden, generously bittered Czech pilsners were wildly popular. In response, brewers in Munich—where dark lagers were de rigueur—created the lighter-hued helles lager. (Helles is German for “bright” or “light.”) The beer mimics pilsners’ golden tint but is a smidgen maltier and sweeter. Neither boring nor bitter, Munich helles is, like Goldilocks’ porridge, a most delicious happy medium.

To balance beer portfolios freighted with flavorful extremes, brewers have increasingly turned to Munich helles. In Pennsylvania, where lager traditions runs deep, you’ll find Stoudt’s Gold Lager, Sly Fox Helles Golden Lager, and Penn Gold. New Belgium Summer Helles and Schlafly Summer Lager slot the beer into a seasonal spot, while Tampa-based Cigar City Hotter Than Helles is a year-round constant.

That makes sense in sunny Florida. But what about Minneapolis, where winter wields a brutal grip? Surly brewmaster Todd Haug's decision to brew a helles started after 2008’s Craft Brewers Conference in San Diego, where waves of IPAs pummeled his palate. “We’re contrarians,” Haug says. “If people are doing one thing, we’ll do the opposite.”

Back in Minneapolis, Haug dreamed up the bready, floral, and devilishly drinkable Hell. Though the brewery is celebrated for its zealously bittered Furious IPA and Darkness imperial stout, sales tell an interesting tale. “On our busiest day [at Surly's beer hall], Hell is probably the No. 1 seller,” Haug says, adding that the Munich helles provides customers with a clear message: “It’s okay if you don’t like IPAs. Craft breweries still have a lot to offer.”

At Victory’s brewpub, the helles has been a best seller for nearly two decades. It debuted in 1996 as Brandywine Valley Lager, before becoming Victory Lager, a longtime Northeast favorite. In January, Victory renamed the beer Helles Lager and, seeing a national need for a crisp, approachable lager, finally released the beer nationwide. “In 1996, very few people knew beer styles,” Covaleski says of the name switch. “We’re at a point where consumers know more and alluding to the style and the name is not a bad way to go.”

For Oregon’s Ninkasi, inserting the helles-style Lux into its year-round lineup was a no-brainer. “Helles is one of the most drinkable beers ever invented,” says brewmaster and cofounder Jamie Floyd. “It was designed to be consumed by the half-liter and liter. It tastes great no matter if it’s cold and bubbly or warm and flat.” Floyd sees Lux's appeal as both wide and narrow, appeasing beer geeks on IPA sabbaticals, quenching thirst after yardwork, and providing diners with the the perfect pairing. “Helles is amazing for food,” he says. “It’s a universal offering.”

Victory’s Covaleski seconds that sentiment. “The greatest strength of helles is versatility,” he says. “It’s going to give you refreshment, which will go against your spiciest food, while the subtle quality from the grains will work well with fish.”

Sound like craft brewing's ideal ambassador, right? But for helles to fully infiltrate the mainstream, it must alter the entrenched perception of bulk-buy lagers. “My experience is that people don’t think Hell is boring, but they think that it taste like ‘normal beer,’” says Surly’s Haug. “People think, Why should I spend a little more on a local craft lager instead of a bigger lager that’s cheaper?”

It took three-plus decades for folks to understand that happy hour beer could be far tastier than a dirt-cheap lager. Getting the masses to embrace a refined everyday lager will take time. Some drinkers will first explore beer’s taste bud–testing extremes before, hopefully, coming full circle to a lager. Others will need to shake up their drinking routine, forego the same old lager for something familiar yet different, something like a helles. “For craft beer to really get over the hump, we’re going to have to make really good beers that appeal to a wider audience,” Haug says.


The Beer for People Who Don't Think They Like Craft Beer

As a beer drinker, I live in a bubble world. I’m surrounded by colleagues and cohorts who name-check the newest hops, guzzle cans of sour-salty ales, and select beers according to a seasonal rhythm.

Bend elbows alongside me at a bar, and you might think everyone has sipped the IPA Kool-Aid.

That’s light years from reality. Though craft beer grew nearly 18 percent volume-wise last year, the category accounts for just 11 percent of American beer consumption, which is dominated by lagers. Heck, one of every five beers sold is a Bud Light. The next biggest brands are Coors Light, Budweiser, Miller Lite, Corona Extra, and, drum roll, Natural Light. To chisel away at market share and draw drinkers into the fold, brewers need better tools than bitter ales and boozy stouts. They require a finer lager, one that’s as flavorful as it is accessible to the larger populace.

“I’ll proudly say that craft beer is becoming mainstream,” says Victory cofounder Bill Covaleski, adding that “mainstream is not a bad word.” This year, the Pennsylvania brewery unveiled the refreshing, low-alcohol Helles Lager, a bright, golden lager with a clean, fresh taste and mellow grassy aroma. It’s rooted in nuance, not pyrotechnics, which is precisely the point. “We’re putting bait on a hook, assuming that not everyone wants an IPA,” Covaleski says.

The lure is Munich helles, a German lager that dates to the late 19th century. Across Europe back then, golden, generously bittered Czech pilsners were wildly popular. In response, brewers in Munich—where dark lagers were de rigueur—created the lighter-hued helles lager. (Helles is German for “bright” or “light.”) The beer mimics pilsners’ golden tint but is a smidgen maltier and sweeter. Neither boring nor bitter, Munich helles is, like Goldilocks’ porridge, a most delicious happy medium.

To balance beer portfolios freighted with flavorful extremes, brewers have increasingly turned to Munich helles. In Pennsylvania, where lager traditions runs deep, you’ll find Stoudt’s Gold Lager, Sly Fox Helles Golden Lager, and Penn Gold. New Belgium Summer Helles and Schlafly Summer Lager slot the beer into a seasonal spot, while Tampa-based Cigar City Hotter Than Helles is a year-round constant.

That makes sense in sunny Florida. But what about Minneapolis, where winter wields a brutal grip? Surly brewmaster Todd Haug's decision to brew a helles started after 2008’s Craft Brewers Conference in San Diego, where waves of IPAs pummeled his palate. “We’re contrarians,” Haug says. “If people are doing one thing, we’ll do the opposite.”

Back in Minneapolis, Haug dreamed up the bready, floral, and devilishly drinkable Hell. Though the brewery is celebrated for its zealously bittered Furious IPA and Darkness imperial stout, sales tell an interesting tale. “On our busiest day [at Surly's beer hall], Hell is probably the No. 1 seller,” Haug says, adding that the Munich helles provides customers with a clear message: “It’s okay if you don’t like IPAs. Craft breweries still have a lot to offer.”

At Victory’s brewpub, the helles has been a best seller for nearly two decades. It debuted in 1996 as Brandywine Valley Lager, before becoming Victory Lager, a longtime Northeast favorite. In January, Victory renamed the beer Helles Lager and, seeing a national need for a crisp, approachable lager, finally released the beer nationwide. “In 1996, very few people knew beer styles,” Covaleski says of the name switch. “We’re at a point where consumers know more and alluding to the style and the name is not a bad way to go.”

For Oregon’s Ninkasi, inserting the helles-style Lux into its year-round lineup was a no-brainer. “Helles is one of the most drinkable beers ever invented,” says brewmaster and cofounder Jamie Floyd. “It was designed to be consumed by the half-liter and liter. It tastes great no matter if it’s cold and bubbly or warm and flat.” Floyd sees Lux's appeal as both wide and narrow, appeasing beer geeks on IPA sabbaticals, quenching thirst after yardwork, and providing diners with the the perfect pairing. “Helles is amazing for food,” he says. “It’s a universal offering.”

Victory’s Covaleski seconds that sentiment. “The greatest strength of helles is versatility,” he says. “It’s going to give you refreshment, which will go against your spiciest food, while the subtle quality from the grains will work well with fish.”

Sound like craft brewing's ideal ambassador, right? But for helles to fully infiltrate the mainstream, it must alter the entrenched perception of bulk-buy lagers. “My experience is that people don’t think Hell is boring, but they think that it taste like ‘normal beer,’” says Surly’s Haug. “People think, Why should I spend a little more on a local craft lager instead of a bigger lager that’s cheaper?”

It took three-plus decades for folks to understand that happy hour beer could be far tastier than a dirt-cheap lager. Getting the masses to embrace a refined everyday lager will take time. Some drinkers will first explore beer’s taste bud–testing extremes before, hopefully, coming full circle to a lager. Others will need to shake up their drinking routine, forego the same old lager for something familiar yet different, something like a helles. “For craft beer to really get over the hump, we’re going to have to make really good beers that appeal to a wider audience,” Haug says.


The Beer for People Who Don't Think They Like Craft Beer

As a beer drinker, I live in a bubble world. I’m surrounded by colleagues and cohorts who name-check the newest hops, guzzle cans of sour-salty ales, and select beers according to a seasonal rhythm.

Bend elbows alongside me at a bar, and you might think everyone has sipped the IPA Kool-Aid.

That’s light years from reality. Though craft beer grew nearly 18 percent volume-wise last year, the category accounts for just 11 percent of American beer consumption, which is dominated by lagers. Heck, one of every five beers sold is a Bud Light. The next biggest brands are Coors Light, Budweiser, Miller Lite, Corona Extra, and, drum roll, Natural Light. To chisel away at market share and draw drinkers into the fold, brewers need better tools than bitter ales and boozy stouts. They require a finer lager, one that’s as flavorful as it is accessible to the larger populace.

“I’ll proudly say that craft beer is becoming mainstream,” says Victory cofounder Bill Covaleski, adding that “mainstream is not a bad word.” This year, the Pennsylvania brewery unveiled the refreshing, low-alcohol Helles Lager, a bright, golden lager with a clean, fresh taste and mellow grassy aroma. It’s rooted in nuance, not pyrotechnics, which is precisely the point. “We’re putting bait on a hook, assuming that not everyone wants an IPA,” Covaleski says.

The lure is Munich helles, a German lager that dates to the late 19th century. Across Europe back then, golden, generously bittered Czech pilsners were wildly popular. In response, brewers in Munich—where dark lagers were de rigueur—created the lighter-hued helles lager. (Helles is German for “bright” or “light.”) The beer mimics pilsners’ golden tint but is a smidgen maltier and sweeter. Neither boring nor bitter, Munich helles is, like Goldilocks’ porridge, a most delicious happy medium.

To balance beer portfolios freighted with flavorful extremes, brewers have increasingly turned to Munich helles. In Pennsylvania, where lager traditions runs deep, you’ll find Stoudt’s Gold Lager, Sly Fox Helles Golden Lager, and Penn Gold. New Belgium Summer Helles and Schlafly Summer Lager slot the beer into a seasonal spot, while Tampa-based Cigar City Hotter Than Helles is a year-round constant.

That makes sense in sunny Florida. But what about Minneapolis, where winter wields a brutal grip? Surly brewmaster Todd Haug's decision to brew a helles started after 2008’s Craft Brewers Conference in San Diego, where waves of IPAs pummeled his palate. “We’re contrarians,” Haug says. “If people are doing one thing, we’ll do the opposite.”

Back in Minneapolis, Haug dreamed up the bready, floral, and devilishly drinkable Hell. Though the brewery is celebrated for its zealously bittered Furious IPA and Darkness imperial stout, sales tell an interesting tale. “On our busiest day [at Surly's beer hall], Hell is probably the No. 1 seller,” Haug says, adding that the Munich helles provides customers with a clear message: “It’s okay if you don’t like IPAs. Craft breweries still have a lot to offer.”

At Victory’s brewpub, the helles has been a best seller for nearly two decades. It debuted in 1996 as Brandywine Valley Lager, before becoming Victory Lager, a longtime Northeast favorite. In January, Victory renamed the beer Helles Lager and, seeing a national need for a crisp, approachable lager, finally released the beer nationwide. “In 1996, very few people knew beer styles,” Covaleski says of the name switch. “We’re at a point where consumers know more and alluding to the style and the name is not a bad way to go.”

For Oregon’s Ninkasi, inserting the helles-style Lux into its year-round lineup was a no-brainer. “Helles is one of the most drinkable beers ever invented,” says brewmaster and cofounder Jamie Floyd. “It was designed to be consumed by the half-liter and liter. It tastes great no matter if it’s cold and bubbly or warm and flat.” Floyd sees Lux's appeal as both wide and narrow, appeasing beer geeks on IPA sabbaticals, quenching thirst after yardwork, and providing diners with the the perfect pairing. “Helles is amazing for food,” he says. “It’s a universal offering.”

Victory’s Covaleski seconds that sentiment. “The greatest strength of helles is versatility,” he says. “It’s going to give you refreshment, which will go against your spiciest food, while the subtle quality from the grains will work well with fish.”

Sound like craft brewing's ideal ambassador, right? But for helles to fully infiltrate the mainstream, it must alter the entrenched perception of bulk-buy lagers. “My experience is that people don’t think Hell is boring, but they think that it taste like ‘normal beer,’” says Surly’s Haug. “People think, Why should I spend a little more on a local craft lager instead of a bigger lager that’s cheaper?”

It took three-plus decades for folks to understand that happy hour beer could be far tastier than a dirt-cheap lager. Getting the masses to embrace a refined everyday lager will take time. Some drinkers will first explore beer’s taste bud–testing extremes before, hopefully, coming full circle to a lager. Others will need to shake up their drinking routine, forego the same old lager for something familiar yet different, something like a helles. “For craft beer to really get over the hump, we’re going to have to make really good beers that appeal to a wider audience,” Haug says.


The Beer for People Who Don't Think They Like Craft Beer

As a beer drinker, I live in a bubble world. I’m surrounded by colleagues and cohorts who name-check the newest hops, guzzle cans of sour-salty ales, and select beers according to a seasonal rhythm.

Bend elbows alongside me at a bar, and you might think everyone has sipped the IPA Kool-Aid.

That’s light years from reality. Though craft beer grew nearly 18 percent volume-wise last year, the category accounts for just 11 percent of American beer consumption, which is dominated by lagers. Heck, one of every five beers sold is a Bud Light. The next biggest brands are Coors Light, Budweiser, Miller Lite, Corona Extra, and, drum roll, Natural Light. To chisel away at market share and draw drinkers into the fold, brewers need better tools than bitter ales and boozy stouts. They require a finer lager, one that’s as flavorful as it is accessible to the larger populace.

“I’ll proudly say that craft beer is becoming mainstream,” says Victory cofounder Bill Covaleski, adding that “mainstream is not a bad word.” This year, the Pennsylvania brewery unveiled the refreshing, low-alcohol Helles Lager, a bright, golden lager with a clean, fresh taste and mellow grassy aroma. It’s rooted in nuance, not pyrotechnics, which is precisely the point. “We’re putting bait on a hook, assuming that not everyone wants an IPA,” Covaleski says.

The lure is Munich helles, a German lager that dates to the late 19th century. Across Europe back then, golden, generously bittered Czech pilsners were wildly popular. In response, brewers in Munich—where dark lagers were de rigueur—created the lighter-hued helles lager. (Helles is German for “bright” or “light.”) The beer mimics pilsners’ golden tint but is a smidgen maltier and sweeter. Neither boring nor bitter, Munich helles is, like Goldilocks’ porridge, a most delicious happy medium.

To balance beer portfolios freighted with flavorful extremes, brewers have increasingly turned to Munich helles. In Pennsylvania, where lager traditions runs deep, you’ll find Stoudt’s Gold Lager, Sly Fox Helles Golden Lager, and Penn Gold. New Belgium Summer Helles and Schlafly Summer Lager slot the beer into a seasonal spot, while Tampa-based Cigar City Hotter Than Helles is a year-round constant.

That makes sense in sunny Florida. But what about Minneapolis, where winter wields a brutal grip? Surly brewmaster Todd Haug's decision to brew a helles started after 2008’s Craft Brewers Conference in San Diego, where waves of IPAs pummeled his palate. “We’re contrarians,” Haug says. “If people are doing one thing, we’ll do the opposite.”

Back in Minneapolis, Haug dreamed up the bready, floral, and devilishly drinkable Hell. Though the brewery is celebrated for its zealously bittered Furious IPA and Darkness imperial stout, sales tell an interesting tale. “On our busiest day [at Surly's beer hall], Hell is probably the No. 1 seller,” Haug says, adding that the Munich helles provides customers with a clear message: “It’s okay if you don’t like IPAs. Craft breweries still have a lot to offer.”

At Victory’s brewpub, the helles has been a best seller for nearly two decades. It debuted in 1996 as Brandywine Valley Lager, before becoming Victory Lager, a longtime Northeast favorite. In January, Victory renamed the beer Helles Lager and, seeing a national need for a crisp, approachable lager, finally released the beer nationwide. “In 1996, very few people knew beer styles,” Covaleski says of the name switch. “We’re at a point where consumers know more and alluding to the style and the name is not a bad way to go.”

For Oregon’s Ninkasi, inserting the helles-style Lux into its year-round lineup was a no-brainer. “Helles is one of the most drinkable beers ever invented,” says brewmaster and cofounder Jamie Floyd. “It was designed to be consumed by the half-liter and liter. It tastes great no matter if it’s cold and bubbly or warm and flat.” Floyd sees Lux's appeal as both wide and narrow, appeasing beer geeks on IPA sabbaticals, quenching thirst after yardwork, and providing diners with the the perfect pairing. “Helles is amazing for food,” he says. “It’s a universal offering.”

Victory’s Covaleski seconds that sentiment. “The greatest strength of helles is versatility,” he says. “It’s going to give you refreshment, which will go against your spiciest food, while the subtle quality from the grains will work well with fish.”

Sound like craft brewing's ideal ambassador, right? But for helles to fully infiltrate the mainstream, it must alter the entrenched perception of bulk-buy lagers. “My experience is that people don’t think Hell is boring, but they think that it taste like ‘normal beer,’” says Surly’s Haug. “People think, Why should I spend a little more on a local craft lager instead of a bigger lager that’s cheaper?”

It took three-plus decades for folks to understand that happy hour beer could be far tastier than a dirt-cheap lager. Getting the masses to embrace a refined everyday lager will take time. Some drinkers will first explore beer’s taste bud–testing extremes before, hopefully, coming full circle to a lager. Others will need to shake up their drinking routine, forego the same old lager for something familiar yet different, something like a helles. “For craft beer to really get over the hump, we’re going to have to make really good beers that appeal to a wider audience,” Haug says.



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