Tag Archives: binge drinking

How I Got Into Beer

Was doing some homebrewing experimentation (sour mash, watermelon, honey, complex yeast cultures…) and I got to think about what I’d say in an interview about my brewing activities.

It’s a bit more personal than my usual posts in English (my more personal blogposts are usually in French), but it seems fitting.

I also have something of a backlog of blogposts I really should do ASAP. But blogging is also about seizing the moment. I feel like writing about beer. ūüėõ

So…

As you might know, the drinking age in Quebec is 18, as in most parts of the World except for the US. What is somewhat distinct about Qc with regards to drinking age is that responsible drinking is the key and we tend to have a more “European” attitude toward alcohol: as compared to the Rest of Canada, there’s a fair bit of leeway in terms of when someone is allowed to drink alcohol. We also tend to learn to drink in the family environment, and not necessarily with friends. What it means, I would argue, is that we do our mistakes in a relatively safe context. By the time drinking with peers becomes important (e.g., in university or with colleagues), many of us know that there’s no fun in abusing alcohol and that there are better ways to prove ourselves than binge drinking. According to Barrett Seaman, author of¬†Binge: What Your College Student Won’t Tell You, even students from the US studying at McGill University in Montreal are more likely to drink responsibly than most students he’s seen in the US. (In Montreal, McGill tends to be recognized as a place where binge drinking is most likely to occur, partly because of the presence of US students. In addition, binge drinking is becoming more conspicuous, in Qc, perhaps because of media pressure or because of influence from the US.)

All this to say that it’s rather common for a Qu√©b√©cois teen to at least try alcohol at a relatively age.¬†Because of my family’s connections with Switzerland and France, we probably pushed this even further than most Qu√©b√©cois family. In other words, I had my first sips of alcohol at a relatively early age (I won’t tell) and, by age 16, I could distinguish different varieties of Swiss wines, during an extended trip to Switzerland. Several of these wines were produced by relatives and friends, from their own vineyards. They didn’t contain sulfites and were often quite distinctive. To this day, I miss those wines. In fact, I’d say that Swiss wines are among the best kept secrets of the wine world. Thing is, it seems that Swiss vineyards barely produce enough for local consumption so they don’t try to export any of it.

Anyhoo…

By age 18, my attitude toward alcohol was already quite similar to what it is now: it’s something that shouldn’t be abused but that can be very tasty. I had a similar attitude toward coffee, that I started to drink regularly when I was 15. (Apart from being a homebrewer and a beer geek, I’m also a homeroaster and coffee geek. Someone once called me a “Renaissance drinker.”)

When I started working in French restaurants, it was relatively normal for staff members to drink alcohol at the end of the shift. In fact, at one place where I worked, the staff meal at the end of the evening shift was a lengthy dinner accompanied by some quality wine. My palate was still relatively untrained, but I remember that we would, in fact, discuss the wine on at least some occasions. And I remember one customer, a stage director, who would share his bottle of wine with the staff during his meal: his doctor told him to reduce his alcohol consumption and the wine only came in 750ml bottles. ūüėČ

That same restaurant might have been the first place where I tried a North American craft beer. At least, this is where I started to know about craft beer in North America. It was probably McAuslan‘s St. Ambroise Stout. But I also had opportunities to have some St. Ambroise Pale Ale. I just preferred the Stout.

At one point, that restaurant got promotional beer from a microbrewery called Massawippi. That beer was so unpopular that we weren’t able to give it away to customers. Can’t recall how it tasted but nobody enjoyed it. The reason this brewery is significant is that their license was the one which was bought to create a little microbrewery called Unibroue. So, it seems that my memories go back to some relatively early phases in Quebec’s craft beer history. I also have rather positive memories of when Brasal opened.

Somewhere along the way, I had started to pick up on some European beers. Apart from macros (Guinness, Heineken, etc.), I’m not really sure what I had tried by that point. But even though these were relatively uninspiring beers, they somehow got me to understand that there was more to beer than Molson, Labatt, Laurentide, O’Keefe, and Black Label.

The time I spent living in Switzerland, in 1994-1995, is probably the turning point for me in terms of beer tasting. Not only did I get to drink the occasional EuroLager and generic stout, but I was getting into Belgian Ales and Lambics. My “session beer,” for a while, was a wit sold in CH as Wittekop. Maybe not the most unique wit out there. But it was the house beer at Bleu L√©zard, and I drank enough of it then to miss it. I also got to try several of the Trappists. In fact, one of the pubs on the EPFL campus had a pretty good beer selection, including Rochefort, Chimay, Westmalle, and Orval. The first lambic I remember was Mort Subite Gueuze, on tap at a very quirky place that remains on my mind as this near-cinematic experience.

At the end of my time in Switzerland, I took a trip to Prague and Vienna. Already at that time, I was interested enough in beer that a significant proportion of my efforts were about tasting different beers while I was there. I still remember a very tasty “Dopplemalz” beer from Vienna and, though I already preferred ales, several nice lagers from Prague.

A year after coming back to North America, I traveled to Scotland and England with a bunch of friends. Beer was an important part of the trip. Though I had no notion of what CAMRA was, I remember having some real ales in diverse places. Even some of the macro beers were different enough to merit our interest. For instance, we tried Fraoch then, probably before it became available in North America. We also visited a few distilleries which, though I didn’t know it at the time, were my first introduction to some beer brewing concepts.

Which brings me to homebrewing.

The first time I had homebrew was probably at my saxophone teacher’s place. He did a party for all of us and had brewed two batches. One was either a stout or a porter and the other one was probably some kind of blonde ale. What I remember of those beers is very vague (that was probably 19 years ago), but I know I enjoyed the stout and was impressed by the low price-quality ratio. From that point on, I knew I wanted to brew. Not really to cut costs (I wasn’t drinking much, anyway). But to try different beers. Or, at least, to easily get access to those beers which were more interesting than the macrobrewed ones.

I remember another occasion with a homebrewer, a few years later. I only tried a few sips of the beer but I remember that he was talking about the low price. Again, what made an impression on me wasn’t so much the price itself. But the low price for the quality.

At the same time, I had been thinking about all sorts of things which would later become my “hobbies.” I had never had hobbies in my life but I was thinking about homeroasting coffee, as a way to get really fresh coffee and explore diverse flavours. Thing is, I was already this hedonist I keep claiming I am. Tasting diverse things was already an important pleasure in my life.

So, homebrewing was on my mind because of the quality-price ratio and because it could allow me to explore diverse flavours.

When I moved to Bloomington, IN, I got to interact with some homebrewers. More specifically, I went to an amazing party thrown by an ethnomusicologist/homebrewer. The guy’s beer was really quite good. And it came from a full kegging system.

I started dreaming.

Brewpubs, beerpubs, and microbreweries were already part of my life. For instance, without being a true regular, I had been going to Cheval blanc on a number of occasions. And my “go to” beer had been Unibroue, for a while.

At the time, I was moving back and forth between Quebec and Indiana. In Bloomington, I was enjoying beers from Upland’s Brewing Co., which had just opened, and Bloomington Brewing Co., which was distributed around the city. I was also into some other beers, including some macro imports like Newcastle Brown Ale. And, at liquor stores around the city (including Big Red), I was discovering a few American craft beers, though I didn’t know enough to really make my way through those. In fact, I remember asking for Unibroue to be distributed there, which eventually happened. And I’m pretty sure I didn’t try Three Floyds, at the time.

So I was giving craft beer some thought.

Then, in February 1999, I discovered Dieu du ciel. I may have gone there in late 1998, but the significant point was in February 1999. This is when I tried their first batch of¬†“Spring Equinox” Maple Scotch Ale. This is the beer that turned me into a homebrewer. This is the beer that made me changed my perspetive about beer. At that point, I knew that I would eventually have to brew.

Which happened in July 1999, I think. My then-girlfriend had offered me a homebrewing starter kit as a birthday gift. (Or maybe she gave it to me for Christmas… But I think it was summer.) Can’t remember the extent to which I was talking about beer, at that point, but it was probably a fair bit, i.e., I was probably becoming annoying about it. And before getting the kit, I was probably daydreaming about brewing.

Even before getting the kit, I had started doing some reading. The aforementioned ethnomusicologist/homebrewer had sent me a Word file with a set of instructions and some information about equipment. It was actually much more elaborate than the starter kit I eventually got. So I kept wondering about all the issues and started getting some other pieces of equipment. In other words, I was already deep into it.

In fact, when I got my first brewing book, I also started reading feverishly, in a way I hadn’t done in years. Even before brewing the first batch, I was passionate about brewing.

Thanks to the ‘Net, I was rapidly amassing a lot of information about brewing.¬†Including some recipes.

Unsurprisingly, the first beer I brewed was a maple beer, based on my memory of that Dieu du ciel beer. However, for some reason, that first beer was a maple porter, instead of a maple scotch ale. I brewed it with extract and steeped grain. I probably used a fresh pack of Coopers yeast. I don’t think I used fresh hops (the beer wasn’t supposed to be hop-forward). I do know I used maple syrup at the end of boil and maple sugar at priming.

It wasn’t an amazing beer, perhaps. But it was tasty enough. And it got me started. I did a few batches with extract and moved to all-grain almost right away. I remember some comments on my first maple porter, coming from some much more advanced brewers than I was. They couldn’t believe that it was an extract beer. I wasn’t evaluating my extract beer very highly. But I wasn’t ashamed of it either.

Those comments came from brewers who were hanging out on the Biéropholie website. After learning about brewing on my own, I had eventually found the site and had started interacting with some local Québécois homebrewers.

This was my first contact with “craft beer culture.” I had been in touch with fellow craft beer enthusiasts. But hanging out with Bi√®ropholie people and going to social events they had organized was my first foray into something more of a social group with its associated “mode of operation.” It was a fascinating experience. As an ethnographer and social butterfly, this introduction to the social and cultural aspects of homebrewing was decisive.¬†Because I was moving all the time, it was hard for me to stay connected with that group. But I made some ties there and I still bump into a few of the people I met through Bi√®ropholie.

At the time I first started interacting with the Bi√®ropholie gang, I was looking for a brewclub. Many online resources mentioned clubs and associations and they sounded exactly like the kind of thing I needed. Not only for practical reasons (it’s easier to learn techniques in such a context, getting feedback from knowledgeable people is essential, and tasting other people’s beers is an eye-opener), but also for social reasons. Homebrewing was never meant to be a solitary experience, for me.

I was too much of a social butterfly.

Which brings me back to childhood. As a kid, I was often ostracized. And I always tried to build clubs. It never really worked. Things got much better for me after age 15, and I had a rich social life by the time I became a young adult. But, in 2000-2001, I was still looking for a club to which I could belong. Unlike Groucho, I cared a lot about any club which would accept me.

As fun as it was, Bi√®ropholie wasn’t an actual brewclub. Brewers posting on the site mostly met as a group during an annual event, a BBQ which became known as ¬ęX√® de mille¬Ľ (“Nth of 1000”) in 2001. The 2000 edition (“0th of 1000”) was when I had my maple porter tasted by more advanced brewers. Part of event was a bit like what brewclub meetings tend to be: tasting each other’s brews, providing feedback, discussing methods and ingredients, etc. But because people didn’t meet regularly as a group, because people were scattered all around Quebec, and because there wasn’t much in terms of “contribution to primary identity,” it didn’t feel like a brewclub, at least not of the type I was reading about.

The MontreAlers brewclub was formed at about that time. For some reason, it took me a while to learn of its existence. I distinctly remember looking for a Montreal-based club through diverse online resources, including the famed HomeBrew Digest. And I know I tried to contact someone from McGill who apparently had a club going. But I never found the ‘Alers.

I did eventually find the Members of Barleyment. Or, at least, some of the people who belonged to this “virtual brewclub.” It probably wasn’t until I moved to New Brunswick in 2003, but it was another turning point. One MoB member I met was Daniel Chisholm, a homebrewer near Fredericton, NB, who gave me insight on the New Brunswick beer scene (I was teaching in Fredericton at the time). Perhaps more importantly,¬†Daniel also invited me to the Big Strange New Brunswick Brew (BSNBB), a brewing event like the ones I kept dreaming about. This was partly a Big Brew, an occasion for brewers to brew together at the same place. But it was also a very fun social event.

It’s through the BSNBB that I met MontreAlers Andrew Ludwig and John Misrahi. John is the instigator of the MontreAlers brewclub. Coming back to Montreal a few weeks after BSNBB, I was looking forward to attend my first meeting of the ‘Alers brewclub, in July 2003.

Which was another fascinating experience. Through it, I was able to observe different attitudes toward brewing. Misrahi, for instance, is a fellow experimental homebrewer to the point that I took to call him “MadMan Misrahi.” But a majority of ‘Alers are more directly on the “engineering” side of brewing. I also got to observe some interesting social dynamics among brewers, something which remained important as I moved to different places and got to observe other brewclubs and brewers meetings, such as the Chicago Beer Society’s¬†Thirst Fursdays. Eventually, this all formed the backdrop for a set of informal observations which were the corse of a presentation I gave about craft beer and cultural identity.

Through all of these brewing-related groups, I’ve been positioning myself as an experimenter. ¬†My goal isn’t necessarily to consistently make quality beer, to emulate some beers I know, or to win prizes in style-based brewing competitions. My thing is to have fun and try new things. Consistent beer is available anywhere and I drink little enough that I can afford enough of it. But homebrewing is almost a way for me to connect with my childhood.

There can be a “mad scientist” effect to homebrewing. Michael Tonsmeire calls himself The Mad Fermentationist and James Spencer at Basic Brewing has been interviewing a number of homebrewer who do rather unusual experiments.

I count myself among the ranks of the “Mad Brewers.” Oh, we’re not doing anything completely crazy. But slightly mad we are.

Through the selective memory of an adult with regards to his childhood, I might say that I was “always like that.” As a kid, I wanted to be everything at once: mayor, astronaut, fireman, and scholar. The researcher’s spirit had me “always try new things.” I even had a slight illusion of grandeur in that I would picture myself accomplishing all sorts of strange things. Had I known about it as a kid, I would have believed that I could solve the Poincar√© conjecture. Mathematicians were strange enough for me.

But there’s something more closely related to homebrewing which comes back to my mind as I do experiments with beer. I had this tendency to do all sorts of concoctions. Not only the magic potions kids do with mud ¬†and dishwashing liquid. But all sorts of potable drinks that a mixologist may experiment with. There wasn’t any alcohol in those drinks, but the principle was the same. Some of them were good enough for my tastes. But I never achieved the kind of breakthrough drink which would please masses. I did, however, got my experimentation spirit to bear on food.

By age nine, I was cooking for myself at lunch. Nothing very elaborate, maybe. It often consisted of reheating leftovers. But I got used to the stove (we didn’t have a microwave oven, at the time). And I sometimes cooked some eggs or similar things. To this day, eggs are still my default food.

And, like many children, I occasionally contributing to cooking. Simple things like mixing ingredients. But also tasting things at different stages in the cooking or baking process. Given the importance of sensory memory, I’d say the tasting part was probably more important in my development than the mixing. But the pride was mostly in being an active contributor in the kitchen.

Had I understood fermentation as a kid, I probably would have been fascinated by it. In a way, I wish I could have been involved in homebrewing at the time.

A homebrewery is an adult’s chemistry set.

Blogging the Drinking Age Debate

danah “zephoria” boyd is blogging about the conversation over drinking age in the United States.

apophenia: Dionysus and the Amethyst Initiative.

As boyd is relatively well-known, her blogging about this can have interesting effects in terms of generating “buzz.”

Her blogging the issue might help me as I follow my previous post up with some further comments. But that’ll have to wait. RERO!

What follows is my answer to boyd’s post, since trackbacks can be more powerful than blog comments.

You might enjoy IU researcher Ruth Engs‘s work on the topic.

A few concepts/expressions which could be useful in your future coverage…

  • “Moral entrepreneurs” (Howie Becker’s concept)
  • “Forbidden Fruit” (or cookie jar, but forbidden fruit works better for keyword searches, I think)
  • “Responsible Drinking” (a taboo expression in alcohol research in the United States but the concept which runs at the core of Amethyst)

Finally! A Drinking Age Debate

This may be more significant than people seem to assume: university and college administrators in the United States are discussing the potential effects of reverting the drinking age back to the age of maturity in their country (18 years-old). This Amethyst Initiative (blog), which was launched last month, may represent a turning point in not only alcohol policy but campus life in the United States.

This “story” has started to go around recently. And it happens to be one I care about. Read about this on Tuesday, while doing some random browsing.

College presidents seek drinking age debate – Life- msnbc.com.

And it’s coming back as a source of jokes:

College Presidents Rethinking Drinking Age | The Onion – America’s Finest News Source.

Though I may be a big fan of humour, I really hope that people can also take this issue seriously. For some reason, people in the United States tend to react to alcohol-related discussions with (possibly uneasy) humour. Fair enough, but there’s clearly a need for dispassionate, thoughtful, and serious discussion about the effects of current laws or the potential effects of new laws.

I have a lot of things to say about the issue but I’lll try to RERO it.

Now, obviously, the media coverage is typical “wedge issue” journalism. Which might well be working. In a way, I don’t care so much about the outcome of this journalistic coverage.

What I do care about, though, is that people may start discussing the social implications of alcohol prohibitions. It’s a much larger issue than the legal drinking age in the United States. I sincerely hope that it will be addressed, thanks in part to these administrators at well-known academic institutions.

Possibly the best person to talk about this is Indiana University’s Ruth Engs, professor of Applied Health Science. Engs has written extensively on the health effects of alcohol, with a special emphasis on the negative effects of the raised legal drinking age in the United States. She also has fascinating things to say about cultural dimensions of alcohol consumption, which happens to be a topic that I have been exploring on my own.

According to Engs, discussion of responsible drinking are quite rare in public events related to alcohol research in the United States. I personally get the impression that responsible drinking has become a taboo subject in those contexts. I certainly noticed this while living (as full-time faculty) on a “dry campus.”

It’s no secret that I care about responsible drinking. Part of this might have to do with the √Čduc’alcool message which has been engrained in Quebeckers over the years: ¬ęla mod√©ration a bien meilleur go√Ľt¬Ľ (“responsible drinking is more tasteful”). My strong impression is that at least some of those who wish for the drinking age in the United States to remain high share the opinion that, for adults, responsible drinking is more appropriate than binge drinking. They may think that any type of alcohol consumption has negative effects, but it’d be quite surprising if they actually preferred binge drinking over responsible drinking.

Where we seem to disagree is on the most effective strategies to reach the goal of responsible drinking among adults. IMHO, there is at the very least strong anecdotal evidence to show that increasing legal drinking age does very little to encourage responsible drinking. Unfortunately, with issues such as these, there’s a strong tendency for advocates of any position to dig for data supporting their claims. Stephen Jay Gould called this “advocacy masquerading as objectivity.” I may care strongly about the issue but I’m not really taking sides. After all, we’re talking about a country in which I’ve lived but in which I don’t have citizenship.

Let’s call a spade a “spade.” What’s at stake here is the National Minimum Drinking Age Act of 1984, which was pushed by the MADD lobby group (Mothers Against Drunk Driving). With all due respect to people involved in MADD and similar anti-alcohol advocacy groups, I have strong reservations as to some of their actions.

As a group, MADD is a “textbook example” of what sociologist Howard Becker has called “moral entrepreneurs.” In the United States, these moral entrepreneurs seem to be linked to what Ruth Engs calls clean living movements. What’s funny is that, though these movements may be linked to puritanism, Puritans themselves did use alcohol in their diet. So much so that the Mayflower landed in Plymouth Rock partly because of beer.

There’s a lot to say about this. From diverse perspectives. For instance, libertarians surely have interesting points about the NMDAA’s effects on state laws. Health researchers may talk about the difficulty of alcoholism prevention when responsible drinking is left undiscussed. Teetotalers and Muslims may see this as an opportunity to encourage complete abstinence from drinking. Road safety specialists may have important points to make about diverse ways to prevent drunk driving. Law researchers may warn us about the dangers to the legal system inherent to laws which are systematically broken by the majority of the population. Border officers may have some interesting data as to the “alcohol tourism” related to college drinking. University and college students clearly have diverse approaches to the subject, contrary to what the media coverage (especially the visuals used) seem to indicate.

My own perspective is quite specific. As a very responsible drinker. As a Quebecker of recent European origin. As a compulsive pedestrian. As an ethnographer interested in craft beer culture in North America. As a homebrewer. And, more importantly, as a university instructor who, like Barrett Seaman, has noticed widely different situations on university campuses in the United States and Canada.

Simply put, it seems quite likely that widespread binge drinking on university campuses has originated on U.S. campuses since 1984 and that the trend is currently spilling over to affect some campuses outside of the United States. College binge drinking is not a global problem. Nor is it a problem entirely specific to the United States. But the influence of U.S. college and university campus culture in other parts of the world often comes with binge drinking.

Apart from the fact that I find binge drinking to be extremely detrimental to physical and mental health, my observation is about campus life in general. AFAICT, on university and college campuses where alcohol consumption by a significant proportion of the student population is illegal, illicit alcohol consumption pushes younger students outside of the broader campus life. This self-segregation makes for a very uncomfortable learning and teaching context. In other words, the fact that students hide in fraternity houses or off-campus locations to binge drink may have the same socialization effects as regular campus life elsewhere on the planet, but the isolation of these people is a net loss in terms of generating an academic environment which is nurturing and tolerant.

To be clear: I’m not saying that the legal drinking age in the United States needs, of necessity,¬† be brought back to 18 years-old as it was in several States until fairly recently. I’m not even saying that States should necessarily be allowed to set their own drinking age laws. I simply wish for this debate on legal drinking age to happen. Actually, I hope that there will be real, thoughtful dialogue on the issue.

Really, it’s the tasteful thing to do.

Individualism, Freedom, and Food

A surprisingly superficial podcast episode on what could have been a very deep subject.

Open Source ¬Ľ Blog Archive ¬Ľ The End of Free Will?

start a conversation about manipulation, persuasion and freedom from choice

To summarize the main issue of that episode: is marketing and "upselling" by restaurant chains undermining the individual freedom to choose quality food? Apparently simple a question, but billed as much more than that.

Maybe they refrained from delving deeper into any of those issues because philosophical discussions, perhaps aesthetic ones especially, are off limits in "polite company" in U.S. media. Too bad.

Actually, I’m genuinely disappointed. Not necessarily because restaurant chains are very important an issue for me (in Montreal, they don’t seem to have the exact same type of impact and I love to cook). But because the show’s participants all came very close to saying very important things about individualism, food, and freedom. The first two are too rarely discussed, IMHO, and the third could have been the "hook" to discuss the other two.

Ah, well…

If you want to know more about my thoughts on this podcast episode, check out some of the tags below.

Alcohol Marketing, Craft Beer, and Responsible Drinking

[UPDATE: Press release. Much clearer than the Hour article…]

This could potentially be big for craft beer. A code of ethics for alcohol adverts.

Hour.ca – News – Alcohol marketing becomes ethical

A bit like video game manufacturer who propose rating systems for their own games, members of the alcoholic beverage industry in Quebec are trying to regulate their own advertising practises. According to the article:

Under the new code, the following has been forbidden:

  • Using alcohol content as a sales argument
  • Associating alcohol with violent or asocial behaviour, or with illicit drugs
  • Sexism or the association of the product with sexual performance, sexual attraction or popularity
  • Implications that the product improves physical or intellectual capacities, or has health benefits
  • Encouraging drinking games or excessive drinking
  • Making the product particularly attractive to people under 18
  • Showing images of people who look younger than 25
  • Showing disrespect for those who choose not to drink

By proposing such a code of ethics, the industry may possibly bypass government regulation. It also shows that its members are willing to go some distance in changing their practises.

Educ’alcool‘s message, associating responsible (moderate) drinking with taste, is well-established in Quebec culture and this code goes in the same line. By contrast, in the U.S., advocacy for responsible drinking is criticized by academics and health specialists. IMHO, this criticism has the effect of encouraging younger people to binge drink, with sad consequences. Educ’alcool and Quebec’s alcoholic beverage industry are probably trying to avoid such a situation. Although it might sound counter-intuitive, binge drinking is not beneficial to their bottom line. After all, nobody wants to get sued for the death of any of consumers.

The main apparent target of this code is beer advertising, especially on television. While Quebec has its share of beer ads with scantily clad women, even ads for some of InBev’s Labatt products are somewhat more subtle. In fact, the French-speaking versions of commercials for Labatt bleue have, over the years, represented an alternative to the typical "beer gets you laid" message. As typical of Quebec culture, these ads have used humour to carry their message, often with puns and other word play. For instance, one of the most recent ads uses a zeugma and the names of several parts of Quebec (strengthening the association between the beer and Quebec cultural identity). It also describes the beer in its association with food.

Which brings me to the interesting point about craft beer. While beer advertisement is typically full of what this new code of ethics seeks to prohibit, craft beer positions itself in exactly the same line as Educ’alcool and this code of ethics: taste and responsible drinking. The only television ads I’ve seen for craft beer were made by Boston Beer company for their Samuel Adams products. These ads usually emphasize the brewing craft itself and have been discussed by many members of the craft beer crowd. An important point is that they’re quite effective at delivering the message about taste, quality, sophistication, and responsibility. (Actually, I wore a Samuel Adams t-shirt yesterday, after reading about the new code of ethics. Didn’t even notice the possible connection!)

Any craft beer person will argue that craft beer always wins on taste. So if the new marketing message needs to focus on taste, craft beer wins.

It’s quite striking that the code of ethics mentions people looking older than 25. IMHO, it’s overstating the case a bit. IMHO, nothing is to be gained by avoiding the portrayal of members of the 18-25yo age bracket in advertising for responsible drinking. This demographic is not only very important for the alcohol industry but it’s one which should be targeted by the responsible drinking movement. Educ’alcool does target people who are even younger than that, so that they "do the right thing" once they’re old enough to drink, but there’s no reason to let people down once they start drinking. Eighteen-year-olds are not only learning the value of responsible drinking, they’re integrating responsible drinking in their social lives. And they’re learning how to taste alcoholic beverages.

Apart from age, characteristics of craft beer people are usually the same as those of the target market for beer in general. But their emphasis is really: taste, distinctiveness, sophistication, and responsibility. Again, perfect for the new type of ads.

Speaking of beer marketing, the issue of Montreal’s Hour indie weekly also has a piece on the importance of beer sponsorships for the success of events in the city. Coincidence?

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Beer and "Ethnicity"

[Ugh! I lost a first version of this post because of Blogger maintenance… Now I know why people complain…]

The very first comment on my young blog is an extensive excerpt from Bob Skilnik's book on beer history. Thanks!
The relationship between beer and "ethnicity" is really a fascinating issue. Some say that the movement leading to the federal prohibition was related to anti-German sentiment. Others associate it more closely with the growth in the political influence of some woman groups. The events were probably a combination of both and other causes. Similarly, the MADD lobby group probably had a large part to play in rising the drinking age to 21.

All of these seem to relate to what Ruth C. Engs calls Clean Living Movements. Engs also has interesting articles available on health, alcohol, and social issues. For instance, binge drinking is a major problem on some US campuses and seems to be linked to a negative attitude toward alcohol.

One concept that I'd like to explore a bit more is that of "moral entrepreneurs" who seem to be at the center of those movements and are trying to get ahead politically. The first exposure I got to the concept was in Mezz Mezzrow's Really the Blues. In that book (on Jazz musicians in the US between the two World Wars), moral entrepreneurs are associated to the change in legal status for cannabis in 1937. A Wikipedia article on cannabis associates the criminalisation of the herb to both DuPont's interest in plastic and to anti-Mexican sentiment (with the word "marihuana" resonating with that sentiment). No idea how accurate this explanation really is (it's always safer to take things with a grain of salt) but the associate with xenophobia is illuminating.

Not that the US are the only place where sentiments against foreigners
are brought forth. In fact, many parts of the world deal with issues of
xenophobia, especially where the notion of a "nation-state" is still
believed to mean something. What's interesting about the situation in
the US is the fact that xenophobia seems to be so intimately linked
with political, legal, and social issues. In a "country of immigrants"
which recognizes itself as such, the situation is quite striking.