Lager...In A Can?

Samuel Adams, a brand of The Boston Beer Co., Boston, announced that for the first time it plans to offer Samuel Adams Boston Lager in a can that is designed to closely match the experience of drinking beer from a glass, the company says. The “Sam Can,” which is the result of two years of ergonomic and sensory research and testing, will hit shelves in early summer 2013, just in time for outdoor drinking occasions.

“The debate over bottles vs. cans has been a sticking point for brewers in the craft beer community for years,” said Jim Koch, founder and brewer of Samuel Adams, in a statement. “In the past, I had my doubts about putting Sam Adams in a can because I wasn’t convinced that Boston Lager would taste as good as it does from a bottle, but cans have changed, and I believe we’ve designed a can that provides a slight but noticeably better drinking experience than the standard beer can.”

Koch and the other brewers at Samuel Adams first worked with can manufacturer Ball Corp., Broomfield, Colo., to understand can design and technology and how to package premium beer in cans. The brewers then worked with a design team at IDEO, a global design firm based in Palo Alto, Calif., and enlisted the help of sensory expert Roy Desrochers of GEI Consultants, Libertyville, Ill. With Desrochers’ help, Koch studied every aspect of the new can, from how it could potentially impact the flavor of Samuel Adams’ flagship Boston Lager to the ergonomics of how the beer flows from the can and hits the taste receptors on a consumer’s tongue.

“I worked with [Koch] and the other brewers at Sam Adams on an ergonomic and flavor study to understand the benefits of the new can,” Desrochers said in a statement. “The flared lip and wider top of the new Sam Can work in concert to deliver the beer in a way that makes the flavor closer to drinking out of a glass. Although subtle, this can delivers a more pronounced, more balanced flavor experience — something that was very important to the brewers. The extended lip of the can also creates a smoother, more comfortable overall drinking experience.”

While using the new can, drinkers should notice enhanced flavors and a more comfortable experience, the company says. The position of the can opening and wider lid naturally open up the mouth, allowing for more air flow, and positions the drinker’s nose closer to the hop aromas of the beer, it says. Drinkers also will note that the extended, curved lip of the can delivers the beer to the front of the palate to maximize the early enjoyment of the malt sweetness, it adds.

Koch’s end goal in developing a new can is to provide drinkers with the best possible Boston Lager drinking experience when they prefer the convenience of a can without compromising the taste of the Boston Lager, the company says.

“The new Sam Can required a million dollar investment in special equipment tooling along with time, research and testing,” Koch explained in a statement. “This new can will also cost more than the standard can to produce. It may seem a little crazy to make that kind of investment, but we felt the slight improvement in the drinking experience was worth the expense. We made decisions based on the beer, not on the bottom line. We’ve done tastings here at the brewery with Sam Adams drinkers and our experts, and now we’re proud to launch Samuel Adams Boston Lager in cans. We have a vessel that gives our drinkers the best-tasting Samuel Adams in a can.”

Samuel Adams Boston Lager will be available in 12-packs of cans nationwide beginning this summer with a suggested retail price between $14.99 and $17.99.

Thanks to our friends at Beverage Industry

Indulge Your Desires

What is your Vice?

This is a follow up on a previous spotlight post on VICE.

We are fortunate to have had a few bottles of ADD-VICE sent for tasting. ADD-VICE, previously branded as VICE Unlimited, was a spirit born out of necessity. There was a great demand for premium spirits in South Africa. The problem occurred when there were only two ends of the spectrum; premium at premium prices and low quality and low prices. ADD-VICE was created to satisfy the premium spirit market and an affordable price.

We tasted Caramel, Banana-Fudge, Bubble Gum, and Choc-Mint. What did we discover? A top quality flavor that speaks for itself. Your senses explode with flavor after your first taste. This is not your run of the mill flavored spirit. Try it on the rocks, mixed, or simply straight up.

Sorry, but ADD-VICE is not yet available in the USA but be sure to get some if you are in South Africa or the UK.

ADD-Vice…Indulge your desires!

Try some of these fun recipies:

Sex On Fire

½ shot ADD-VICE Caramel

Splash of orange juice

¼ shot absinthe

¼ shot grenadine

Shake ADD-VICE and orange juice over ice and strain into glass. Then let grenadine settle to bottom and layer absinthe on top.

Vice Kiss & Tell

1 double espresso

1 shot Kaluha

1 shot ADD-VICE Caramel

50ml fresh cream

Mix first two ingredients over ice. Pour into glass. Mix last two ingredients over ice and layer on top. Garnish with chocolate shavings.

 

Good Things Come To Those Who Wait

When Ireland is mention, when does Guinness not come to mind?

Diageo describes Guinness Draught as “Swirling clouds tumble as the storm begins to calm, settle, breathe in the moment, then break through the smooth, light head to the bittersweet reward. Unmistakably Guinness beer, stout, or draught, from the first velvet sip to the last, lingering drop. And every deep-dark satisfying mouthful in between. Pure beauty. Pure Guinness.

On a visit to Ireland, Guinness was gracious enough to open the doors to Ace’s Place. We were greeted buy a welcoming team leader, Helen. She introduced us to our guide Stephen McGuinness. We began our tour with a delectable meal at Gilroy’s. Gilroy’s serves traditional Irish food in a bistro setting…of course with the main ingredient, Guinness. While dining, you can see the original advertisements of the Guinness Zookeeper.

Our tour continues through the atrium, the ground floor of a 7 story pint glass. Fun fact, if you were able to fill the building with Guinness, it would take 14.3 million pints. While in the atrium, feast your eyes on the 9000 year lease that Arthur Guinness signed on the St. James’s Gate Brewery. You get taken through a sensual journey on the craft of brewing. Learn how water, barley, hops, and yeast gets combined to make the ruby red deliciousness…another fun fact, Guinness is not black, hold it up to the light.

Continuing on, discover the history of cooperage and transportation. See how the cooper created the wooden barrels that transported the brew to all those around the world. We then saw the history in advertising. Old labels, bottles, and merchandising line cases throughout the floor. Get a chance to learn how the drink got a “World Record” book…find that fun fact out for yourself.

Your tour ends with two choices: Grab a drink at the world famous Gravity Bar or learn how to pour the perfect pint at the Guinness Academy. Get a 360 degree view from the highest point in Dublin at the Gravity Bar, great way to end your trip. If you choose the Guinness Academy, take a class in pouring and become a certified Perfect Pint pourer.

If time allows, check the computers to see if you had any relatives that worked at the factory. Guinness keeps an archive of all employees to ever work. Don’t forget the gift shop. Floor to ceiling gear for every Guinness enthusiast.

There is no way our review can do the Storehouse justice. This is venue is a must see to anyone traveling to Dublin. Come early and stay long. Come for the Guinness and stay for the hospitality. Don’t forget, Guinness is Good for You.

Not Missing The Mark w/ *Update*

In response to rapidly increasing demand for bourbon, Maker's Mark announced it is reducing the amount of alcohol in the spirit to keep pace with consumer demand.

In an email to its best customers, representatives of the brand said the entire bourbon category is "exploding" and demand for Maker's Mark is growing even faster. Some customers have even reported empty shelves in their local stores, it said.

After looking at "all possible solutions," the total alcohol by volume of Maker's Mark is being reduced by 3 percent. Representatives said the change will allow it to maintain the same taste while making sure there's "enough Maker's Mark to go around." It's working to expand its distillery and production capacity, too.

Maker's Mark, made by Deerfield-based Beam Inc., said it's done extensive testing to ensure the same taste. It says bourbon drinkers couldn't tell the difference. It also underscored the fact that nothing else in the production process has changed.

"In other words, we've made sure we didn't screw up your whisky," the note said.
Rob Samuels, chief operating officer and grandson of Maker's Mark Founder Bill Samuels, Sr., said this is a permanent decision that won’t be reversed when demand for bourbon slows down. Samuels said that bourbon has gone from the slowest growing spirits category to the fastest over the last 18 months, driven by growth overseas and demand from younger drinkers. An average bottle of Maker’s Mark takes six and half years to produce from start to finish, and since the company doesn’t buy or trade whiskey, it’s been impossible to keep up.
The first bottle of Maker's Mark, with its signature red wax closure, was produced in 1958.

Beam is the country's second-largest spirits company by volume. It also makes Jim Beam, Sauza tequila and Pinnacle vodka. It's still dwarfed by industry-leading Diageo, the London-based maker of Smirnoff, Tanqueray, Captain Morgan and Johnnie Walker.
It's a tough time to take a risk with one of its oldest and most popular brands. Beam has promised that 25 percent of sales will come from new products, a difficult goal to attain but a critical one for investor confidence.The move met some backlash on social media sites, where some said they would boycott the bourbon if the company went ahead with its plans.
Many also complained that they'd rather see an increase in its price than a decrease in the alcohol. But observers say that by raising the price, Beam would have hurt itself by positioning Maker's Mark to compete against its own higher end brands like Basil Hayden's.

Thank you to our friends at Chicago Tribune

*UPDATE*
Since our post on 2/11/13, Maker's Mark released a statement today 2/17/13:

You spoke. We listened. 

Dear Friends,

Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.

You spoke. We listened. And we’re sincerely sorry we let you down.

So effective immediately, we are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we’ve made it since the very beginning.

The unanticipated dramatic growth rate of Maker’s Mark is a good problem to have, and we appreciate some of you telling us you’d even put up with occasional shortages. We promise we'll deal with them as best we can, as we work to expand capacity at the distillery.

Your trust, loyalty and passion are what’s most important. We realize we can’t lose sight of that. Thanks for your honesty and for reminding us what makes Maker’s Mark, and its fans, so special.

We’ll set about getting back to bottling the handcrafted bourbon that our father/grandfather, Bill Samuels, Sr. created. Same recipe. Same production process. Same product.

As always, we will continue to let you know first about developments at the distillery. In the meantime please keep telling us what’s on your mind and come down and visit us at the distillery. It means a lot to us.

Sincerely,

Rob Samuels Bill Samuels, Jr
Chief Operating Officer Chairman Emeritus
rob@makersmark.com bill@makersmark.com

Irish Whiskey At It's Best

Who can go to Ireland and not visit the Old Jameson Distillery? The distillery is located in Smithfield, Dublin and is open every day. A visit will take you on an exploration of some of the best Irish Whiskey ever created.

A little history from Jameson:  Back in 1780, John Jameson began making Jameson Irish Whiskey in the Old Jameson Distillery, Dublin, which still remains Jameson’s spiritual home. Today, Jameson is created and crafted under the watchful eye of the Four Masters in the single Distillery in Midleton Co. Cork – where the heart of Jameson now lies.

No Visit to the south of Ireland can be complete without embarking on a fascinating tour of the Jameson Experience at the Old distillery, Midleton, which has been refurbished to its original splendor.

Upon walking into reception you instantly feel like you are in the heart of the distillation process. You see magnificent copper pots, wooden beams, and a see through floor that looks down into to a room that seems as it has stood still in time. The tour starts with a video showing the history of John Jameson then whisked away with a step by step process of the distilling process.

The tour ends with a drink of Jameson from the bar and if you are lucky, a whiskey tasting that leaves you graduating as a certified Jameson Whiskey Taster. As you can imagine, at the end of the visit, you need to stop by the souvenir shop. The crown of the tour was the hospitality. I was met by Margaret Treacy, a true master of her craft. She thanked us repeatedly for visiting and provided more insight into the Jameson world. The hospitality continued with a bottle of Ace’s Place labeled Distillery Reserve and a special pin worn by the Jameson Crew. We truly feel part of the group.

In summary, if you are making a trip to Ireland, do not pass up a chance to visit the Old Jameson Distillery. A true experience for everyone.

Dark As Night

Looking for the next great shot and drinking ritual to electrify the night? The good news is that it’s always “midnight” somewhere, and all there is to do is chill, pour, and shoot. Guaranteed to inspire epic nightlife moments, Kahlúa Midnight™, a 70 proof mix of rum and black coffee liqueur, makes its debut today in bars and retailers nationwide. This bold, yet slightly sweet creation is a delicious mixture of smooth rum mixed with strong black coffee. It is intended to be served chilled as a shot that can transform an otherwise unremarkable night into an unforgettable one. It embodies the spirit of the midnight hour, a time where a new day is dawning and possibilities seem endless.

“Kahlúa Midnight is a huge step forward for the brand. We wanted to create a strong product that not only tastes amazing but has the ability to elevate the social experience of a night out with friends,” said Michelle Sanders, Brand Director for Kahlúa. “Kahlúa Midnight succeeds on all fronts. It’s a 70 proof spirit that goes down easily, and the added boost from the black coffee flavor is sure to awaken the senses. This is a great new drink people will rally around.”

A twist on the beloved original Kahlúa, the number one coffee liqueur in the world, Kahlúa Midnight is bound to be the next crowd-pleasing, go-to shot among party goers everywhere. The taste is smooth, bold, and just a tad sweet, setting it apart from the standard sticky and sugary sweet coffee liqueurs on the market today.

With the growing consumer trend toward coffee-flavored products, coupled with the desire for a sweeter straight shot, Kahlúa sees an opportunity to promote its own simple approach with chilled Kahlúa Midnight followed by a fresh orange slice. Ideal for any occasion—whether a celebratory cheers or simply a night on the town, Kahlúa Midnight bursts with flavor.

Thanks to our friends at NC&B

What Is Your Vice?

We are taking this time to spotlight our friends at VICE UNLIMITED. VU was created because they saw a demand of the market and general public in South Africa. With a large number of premium products at high prices and low quality products at low prices, VU sought out to create a premium product at an affordable price.

VU started out small in 2011 but has now grown exponentially. They began in Durban and have now expanded to Jo’Burg, Pretoria, Gauteng, Mozambique and the United Kingdom. I think we are all agreeing that we are in anticipation to taste VU in the USA.

VU currently comes in 5 flavors: Caramel, Banana-Fudge, Bubble Gum, Cranberry, & Choc-Mint. Their flavoring elements are the best available in the world and are imported from Germany, Spain and the UK. All production goes through a triple-level distilling process to ensure a top notch smooth taste.

Many people ask why the name “Vice”? They reply, “Because Vice is sexy, it’s fun, it’s naughty…but nice. There’s the thrill of doing something that you know that you shouldn’t. And that’s why we’re in this…to give you that fun! That excitement! That thrill!

Vice…Indulge your desires!

Thanks to our friends at Vice Unlimited