Craft is an overused buzzword these days, and sometimes it can be as annoying as that modern insufferable spawn of Beelzebub, the hipster.
But nonetheless you can’t avoid it, seeing how everyone purports to be practicing some form of craftsmanship. If you can’t beat them, join them I guess. Or you could be like Budweiser and be proudly mainstream. Without going full-redneck of course…
GASing on Raw Craft
William Grant & Sons have enlisted a bit of help from a little someone called Anthony Bourdain for their upcoming campaign in the United States, celebrating some of the finest craftspeople in the country in a series of short films titled Raw Craft, a not-to-subtle nod to The Balvenie’s positioning as a craft-driven product. But if the tone and treatment of the first video – featuring Borough Furnace – is anything to go by, even the most cynical scotchpeople will at least enjoy this mini series of pure GAS (Gear Acquisition Syndrome). Even Anthony himself is not beyond its effects: “I totally want one of these in my house. I have no idea what I’m going to do with it, but I want one.” (via PR Newswire)
The rise of the Agave
According to market research agency TechNavio, the value of Tequila will rise by 14% between 2014 and 2019, with Asia Pacific being identified as a key region for future growth, following the lifting of a ban on 100% agave expressions. As a fan of tequila I would like to believe this, but going by how unsuccessful I’ve been in force feeding tequila to my friends, I’d take that with a pinch of salt. Hey! (via The Spirits Business)
Kickstarting a bottle aging trend?
While not yet a live campaign, an interesting crowdfunding project has appeared on Kickstarter. A company called San Vigilio has designed a bottle that you can use to mature spirits. It’s not too dissimilar to an earlier project called Whiskey Elements, but in this instance it’s suitable for those who want to try their hand at making their own spirits but don’t have the space or means to have a full size oak barrel. The Pinocchio Barrique Bottle is suitable for all alcoholic beverages that has more than 12% ABV, needs only a couple of days (10 days are like 6 months, but that’s for their climate) to mature, and can be reused several times. You probably can use it to experiment with the booze you have on hand, but it’s probably considerably more intense than Whiskey Elements. (via The Drinks Business)
Afficianados who live and die by barley varieties will do well to take note of Glenmorangie’s Private Edition Tùsail (Scots Gaelic for ‘originary’). A brainchild of the mad doctor Bill Lumsden, who’s certainly not adverse to a wee bit of experimentation, the Tùsail’s party trick is in its barley: a “rare” strain called Maris Otter. An uncommon grain by modern standards, but highly regarded by craft brewers, Bill wanted to marry its distinctive flavour with the delicate house style of Glenmo’. The Private Editions aren’t usually available here, but you can try your luck at Vom Fass; they’ve brought in some bottles of previous Private Editions in the past. (via PR Newswire)
Nipping it in the Bud
Budweiser apparently ruffled quite a few feathers with their recent Super Bowl ad, which featured a cheeky jibe at the craft beer camp: “Let them sip their Pumpkin Peach Ale, we’ll be brewing us some golden suds.” Understandably, some were upset – especially Elysian Brewing, who ironically are new business partners, and had concocted a peach pumpkin amber called “Gourdgia on my Mind” – while others saw the funny side of it and appreciated the awareness it built for craft beer. Check out Brewbound for some of the reactions. In the meantime, here’s the ad in question. (via Brewbound)
And now for something completely pointless
If for some reason you ever thought about drinking beer in front of an industrial compressor, Redneck Bogan’s valiant efforts will convince you otherwise… (via The Drinks Business)