Category: Opinion

my humble and correct opinion

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The Firkin for May 2020

I have to say that the moves that the California Alcoholic Beverage Control (ABC) have made during this pandemic have been mostly smart and effective. They moved with decent speed to allow beer sales to reflect the curbside and on-line ordering marketplace. Let breweries ship beer within the state and have loosened restrictions so that sidewalks and parking lots could be used as seating for patrons to keep that distancing effort alive.

But I am at a loss about this food and alcohol rule. Otherwise known as The Stuffed Sandwich for the great deli and beer lovers spot here in Southern California that operated under the weird rule that you could not purchase beer unless you ordered food.

Now that seems to be back on a larger scale for breweries wanting to re-open their taprooms. But what if I am a vegan and it’s a BBQ truck, or it’s a seafood truck and I am allergic to shellfish or if I just want a beer? Maybe they are looking to force breweries to help out restaurants?

Whatever the reasoning, I see people buying the lowest cost item and then not eating it. It has a two-drink minimum comedy club vibe to it. And it seems to put brewpubs into better position than taprooms.

Or am I reading this rule incorrectly?

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Virtual GABF

The Great American Beer Festival (GABF), the big beer festival on the calendar is not going on as in the past. Instead of September 24-26 at the Big Blue Bear and in person in Denver, it will now be an “immersive online experience October 16-17.”

Though this sucks for the beer community and the breweries and bars in Denver that saw a big attendance boost, it was not a decision that comes as much of a surprise considering how 2020 is shaping up to be a year filled with bad news.

According to the Brewers Association, the virtual GABF is still in the planning stages but expect to see beer tastings, brewer interviews as well as food and beer pairing ideas possibly with a delivery of beer angle as well.

The good news is that the beer competition will take place in 2020. Will Pandemic beer be a style category?

I see this as a golden opportunity to try out crazy ideas and also how to incorporate more of the country into GABF since plane fare and time away is now off the table as an excuse not to go. And if all goes well with the re-openings, maybe smaller, mini GABFs can be held around the country. I vote for any wacky plan.

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Aftermath – Part 8

Grand RE-openings. There are going to be quite a few if people in Texas and Wisconsin are any indication when given any sort of quasi-approval to open the doors again. Previously, I talked about the simple ebb and flow problems that will arise when a taproom reopens but what about bigger parties?

There are breweries that were just about to open, breweries who will be ready this summer and a backlog inventory of missed anniversary parties in the second half of the year. 

How do you creatively balance the celebration aspect with the safety aspect?  On Mother’s Day not only were people viral video complaining about the wait times at Red Lobster but they were going to church, sick.  Less than a week later 200 people were sick.  From 1, one person.

How do you get beer fans to your brewery and then keep them safe and in a fun mood?  I do not have the answers.  I have been visiting breweries to pick-up only with a mask on but I understand if people are not comfortable with gatherings. 

I would say that providing branded masks would be a good start.  Having a hosted video of parties would be good as well with options for VIPs to get beer and special video.   Sending beer to EMTs or hospitals would be good. Maybe doing a drop off for the hardworking grocery store workers.  Creativity will need to come to the fore. 

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Blue Ribbon Commision

Since the Federal Government can’t be counted on to help, business is stepping into the huge gap to help. Pabst, a beer I don’t really ever drink, is “commissioning 1,000 works from creative professionals.”

Here is what the chief marketing officer has to say, “We know that 1,000 creative commissions isn’t world changing, but it definitely will make a difference,” says Luke Atkinson, “Every commission counts, and the talent we work with will get the added benefit of some exposure.”

30 works are in progress and Pabst “is inviting bartenders, designers, animators, dancers, singers, directors and other creatives to “do what they do best” and reach out to Pabst through Instagram (@pabstblueribbon).”

Kudos to Pabst for chipping in.

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Idea from the North – Drive Through

Old Town Brewing is setting up a one-stop shop for Oregon beers. Since their parking lot isn’t being used as much, they have turned it into a customer fulfillment center. Here is how it works – “Customers will enter the drive-thru on the north side of the parking lot by motorized vehicle, cycle or foot. Orders and purchases will be placed from your smart phone from the Brewers Market online menu, but contact and on-site imbibing and socializing is discouraged as is cash payments. As people make their way through the booths they can make their selections on the go or place an order in advance for pick-up. Once placed, pull into a designated parking spot at the end of the market where someone will bring their order out to them. Leaving the vehicle is not necessary, walk-ups are allowed with social distancing measures.” That is the write-up from the New School Beer blog who have excellent coverage of how Oregon breweries are doing in these times.

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Aftermath – Part 7

When breweries finally get the go-ahead to open their doors, floor plans are going to have to change. First though, the floral industry must have really pushed Newsom hard to open before Mother’s Day.

But I digress. Safely opening is really going to be hard especially for any taproom that has a small space to navigate. Others will be able to utilize outdoor tables but I bet we are going to see Brewers and assistant brewers behind the bar for most places because it will be cost prohibitive to re-hire if you can only have 1/4 or 1/3 of the normal crowd outside. HERE is the link to what the State of California is mandating

I am thinking of one brewery where there is one entrance, two doors to open and maybe 7 seats at their bar and some table seating. Either those door stay open or someone is going to have to wipe down those handles until they are gleaming.

And you know that people will be majorly pissed and feeling entitled and will not understand why they have to wait for a seat. Let alone being told to wait in a car for a seat.

So, please, be extra thankful when you sit down for the first time. Be respectful of the rules and put a smile on under your mask.

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Strong

Anchor Brewing has entered the helping business with their Stay Strong SF campaign. They hooked up with Bay Area artist, Jeremy Fish who created and put up “special artwork across several boarded up bars and restaurants across the city. The design is a modern twist to the San Francisco flag, with a Phoenix rising from the ashes.  Every poster has a QR code that directs you to donate to the United States Bartenders Guild.” If you have left your heart in SF you can get a poster which are available to download for free HERE.

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An Anvil of Hope

AleSmith has set-up a new nonprofit with a heavy name, Anvil of Hope. The goal of the organization is in three parts, A) assist low-income families facing homelessness B) assist youth aging out of foster care C) help neighbors experiencing financial hardships. This effort from AleSmith owners Peter and Vicky Zien will hopefully spread hope and hops.

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Beard Shut Out

Looks like no beer representation at this year’s James Beard Awards (whenever they are held)…

…even wine got the short shrift as distilling seems to be in. Maybe because of the hand sanitizer pivot. You would think that craft beer would get at least one name on the list each year.