“MillerCoors’ Third Shift Touts Passion, Further Blurs ‘Craft Beer’ Definition”

“MillerCoors’ Third Shift Touts Passion, Further Blurs ‘Craft Beer’ Definition”

More and more, I feel that Americans are heavily impressed with craft brewing, and the thought that something more than machine is making and creating a finer product. When talking about “big beer” i.e. Budweiser, Coors; the borderline anarcho-socialist in me wants to refer to it as “the machine,” and the machine it will. It is the machine that has driven, and defined beer as we know it. It is the craft beer industry that has flipped the tables that these major companies thought they once owned. Now that they are marketing under smaller companies such as “Third Shift,” as mentioned in the article link above, is confusing those between the gaps of commercial and craft brewing. Some are buying the gimmick, and others aren’t. I recently had an experience where a friend ordered Third Shift at a minor league hockey game, thinking that she had ordered something beyond the machine, and  while bragging about her purchase, I had to politely mention that she had bought into exactly what she thought she was protesting. The beer game in America is being challenged, but it is also being deceived. Similar to eating non GMO foods, or eating locally, the beer industry requires research, and knowledge. Some aren’t willing to look beyond the sales rack at the local grocery store, but it is the friends willing to have the conversations to educate our peers, and more so, the consumers who buy these products. 

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“Beer Edges Wine As Young Women’s Drink of Choice”

“Beer Edges Wine As Young Women’s Drink of Choice”

This is a repost from the L.A. Times, and although it is a short article. I found many of the statements to be both true, and also inaccurate. The root of the brewing community is predominantly male-based, and marketing is still focused on that history. However, we are seeing more and more women who are both brewing and marketing. The article focuses on bar owners, and not so much the women who are more hands-on in the industry. “”I have never had the feeling of someone trying to prevent me from entering the brewing industry, but I certainly had to work hard for it,” Randall said.”

It is does take hard work, and after talking with a few other women who work for major craft brewers, and for smaller microbreweries/gypsy brewers; and their experiences are far different. More often than not, they have to prove their palate, their experiences, and prove that they truly have a passion for the industry. I wish this was something major craft brewing magazines and media would cover more of, and I would like to see industry festivals have more discussions on females in the industry, and how we are building it beyond owning a local watering hole. 

Fresno Craft Beer Festival

Fresno Craft Beer Festival

Just found out this event from friends down at Tioga-Sequoia Brewing, and I think I’ll have to go! I live about two hours north, and it’s not often that you will see craft brew festivals here in the Central Valley of California. 

On Saturday, May 11th, from 2-7pm, there will be over 25 craft brewers from all over California, the Pacific Northwest, and more! I’m looking forward to seeing PAC Brew Labs (I tried their Barrel-Aged Squid Ink, and it was die for!), Highwater Brewing, Tioga-Sequoia, and Ballast Point (who’s beers I have yet to try!). VIP tickets seem completely worth it at $50, and general admission is $35 at the door. Designated drivers get the deal at $10. 

Hope to see you there!