Wednesday, June 30, 2010
Frost Brewed-Now Solar Panels on Breweries.
"At last. I have invented the perfect beer with my secret frost-brewed process. Or was it the solar panels?"
This morning, I actually heard a Sierra Nevada beer commercial lauding their new solar-paneled breweries-as if that makes a better beer!
But then, I recalled all the other ridiculous ads by major breweries-forgive me if I can't match the brewery with the ad. But can someone explain to me (maybe Lance) why I should care if a beer is cold-filtered, frost-brewed, heat filtered or what have you?
Then there is the classic (Coors) ad where the mountains on the label turn blue when the beer is cold enough-for all you beer drinkers without a sense of touch. Gimme a break!
Here's a big part of the secret, folks; water, hops, barley and yeast like they do in Germany with the old Reinheitsgebot (purity law of Bavaria). Apparently, there is also a development the Germans came up with called "under-fermentation" vs "over-fermentation" or vis-versa. Maybe the secret is the water. Maybe they have better water in Germany, or Holland or the Czech Republic than they do in the US. Or better hops or better barley or better yeast. Hell if I know.
But don't tell me I should buy a beer because it is cold-filtered-whatever that means- or the brewery has solar panels.