Nitro Beer At Home
A new gadget called NitroBrew can convert
any beer to a nitro style beer with all the classic
visuals and taste. Nitrogen in beer gives it a
silky-smooth mouthfeel and a well-rounded
flavor with a reduced carbonation bite.
The device works in seconds, on demand,
one serving at a time.
The system consists of a stainless steel kettle
and a charging station. You simply supply
nitrogen gas via a nitrogen tank (in bars) or a
simple air compressor for home use to infuse
nitrogen into the beer. Simply move the beer
around in the kettle to incorporate nitrogen
evenly and then dispense.
The beer pours like a classic nitro beer with
beautiful cascading bubbles that settle into a
tight head of foam resulting in a beer with a
smooth, creamy or fluffy mouthfeel and
softening the overall palate. Cost: "only" $575.
Macro Beer Troubles
Total beer volume is on pace to decline 1% in 2014, and Anheuser-Busch InBev and
MillerCoors will both be down, The underlying factors in 2014 are the same ones that
have plagued big brands in recent years: Wine and spirits continue to make gains. And
while craft beer brands are surging, the gains are not enough to overcome declining sales
of stalwarts like Budweiser, Bud Light, Miller Lite and Coors Light.
Beer's share of absolute alcohol consumption has fallen steadily in the past 15 years
from 59.6% in 2001 to a projected 50.9% in 2015. One rather pessimistic theory is that the big
light beer brands that launched in the early 1980s are in a free fall simply because the current
generation of drinkers does not want to drink what the generation before it drank.
As fuller-bodied craft beers successfully began "equating higher quality with stronger taste"
it implicitly suggested that lighter beers were of lower quality. Miller Lite is trying to reclaim
its quality positioning, beginning with last year's re-introduction of its original can design.
A-B InBev, meanwhile, continues to adapt a marketing strategy that relies heavily on tying
TV and digital ads to experiential executions in an effort spark interest among millennials.
Their most positive recent advertising revolved around its recent takeover of a town in Colorado.
The campaign involved covering the town in Bud Light branding and naming it "Whatever USA"
as a tie-in to its "the perfect beer for whatever happens" slogan. The campaign generated 66%
more earned media impressions that a typical Bud Light Super Bowl campaign, .
The other side of the picture finds that craft beer movement continues to grow at a
staggering pace. While overall beer sales dropped slightly, craft beer enjoyed 17.2%
growth last year. Despite that upswing, craft beer still only captures 7.8% of the overall
beer market, which still leaves plenty of room for industry growth. New craft breweries are
opening up all over the country, seeing a 15% increase in 2013. According to The Brewers
Association most Americans now live within 10 miles of a craft brewer,
the crossroads of the beer world
Two Common Beer Errors
1. You're frosting your glasses
Maybe the biggest myth in the beer-drinking world
is the unbridled joy of the chilled glass. Contrary
to what your local sports bar may have you
believe, your frosty mug is not enhancing your
beer-drinking experience. In fact, frosted mugs
cause beer to foam, killing their carbonation and
nixing the aromas. Instead of popping your
favorite glass in the freezer, keep it clean and in
the cabinet, give it a quick rinse with cold water to
clean out dust and odors.
2. You're still drinking it too cold
As much as people like to brag about their beers
tasting cold, beers run the gamut for how they
should be served. (And anyway, isn't it a physical
impossibility to taste a feeling?) There's an entire
chart dedicated to the proper serving
temperatures for different styles of beer. Even
then, most beers are meant to be served slightly
above the temperature of your fridge, and most
experts recommend taking certain styles out of
the fridge 10 minutes or so before you drink them
to fully expose the flavors and aromas.