It's All In The Name
Needed Face Lift
Rogue Ales & Spirits reveals a fresh new look
for its Dead Guy Ale and introduces 12-ounce
cans for the first time. The updated design
features a bigger and bolder Dead Guy, who
has come down off his barrel, with a black,
white and silver color scheme.

Dead Guy Ale labels w
hich span 26 years are
considered collectibles by many aficionados.

Originally brewed and bottled in 1990 as a Dia
de los Muertos beer for a Portland Tex-Mex
restaurant, Dead Guy Ale quickly became a
favorite among craft beer drinkers. For the last
26 years, the Dead Guy Ale label featured a
beer-clutching skeleton with crossed arms and
a beehive hat sitting on a barrel.

Dead Guy Ale’s new look will be available in 12-
ounce and 22-ounce bottles, and in all new 12-
ounce cans starting February 15.
Christine Celis’ dream of brewing beer under her family's
legendary name is coming true.  Celis, daughter of the
late craft pioneer Pierre Celis, is reviving the family's long-
shuttered Austin, Texas, craft brewery that her father
started in 1992. She reached agreement to use  the“Celis”
name after repurchasing the brand rights from Total
Beverage Solution and Craftbev International Inc.

Pierre Celis revived the Belgian witbier and helped create
the craft beer industry in Europe and the U.S.   This is
Christine Celis’ latest attempt to revive her father’s
brewery. A similar (failed) attempt was made in 2012,
The new  brewery will recreate the recipes that her father
popularized and brewed in Belgium — Celis White, Celis
Grand Cru, Celis Bock and more — and use their
proprietary yeast strain from Belgium.
Pierre created the famous Hoegaarden Belgian witbier
beer brand now owned by Anheuser-Busch InBev, before
establishing the Celis Brewery, in Austin, in 1992.  
Beam Me Up-  2017 brings excitement for Star Trek fans with the limited release of
three StarTrek specialty beersfrom Schmaltz.  Star Trek Klingon Imperial Porter (7.3%
ABV) is the first release in 4-packs.  It's available in 35 states and has had strong reviews

Cider Down- Angry Orchard Cider is relying on a new media campaign and the
launch of Angry Orchard Easy Apple to stop declining sales.  Good luck guys.

Sam Loses-  Samuel Adams’ first seasonal release of the year, Hopscape, has
flopped.  Boston Beer CEO Martin Roper cited “executional misses” for Hopscape’s
poor showing, along with an abundance of choice for consumers at retail
combined with the “general weakness in the seasonal sub-category.”

Super Prices at Super Bowl -   Cocktails were $15, domestic bottle of beer
$12, wine in a glass $11, a burger $16, a regular hot dog $8, a chicken sandwich
$16, fries $7, cotton candy  $6,  bag of peanuts $7, bottomless popcorn $15.
Soda in a souvenir cup $11, a bottle of water $6.

Beer Boom in UK - There are now over 1,700 breweries in the UK – the most
since World War II – and never has the market been so awash with varieties of
beer. Last year, for instance, there was more land set aside for hops in Britain than
any time since the 1960s
More Than You Need to Know About Miller Lite

When Miller Lite first hit the market in the early 1970s, it sent
shockwaves through the American beer industry. It was the era of fad
diets, before the boom of craft beer, and a lower-calorie alternative to
the American staples of Bud, Coors, and Miller was just what the “Me”
generation was looking for. Miller Lite remains a top-selling beer.  Despite
it's longevity here are five facts most people might not know:

1. It was originally named Gablinger’s diet beer
The formula was originally developed by a biochemist named Joseph
Owades, who worked for New York’s Rheingold Brewery in 1967. The
formula was then given to Chicago-based Meister Brau in 1979. They
released it as Meister Brau Lite before selling its labels to Miller in 1972.
2. It succeeded because of advertising
Both Gablinger’s and Meister Brau’s beers failed, even though they were
essentially the same exact beer as Miller Lite. Miller Lite largely owes its
success to its commercials, which featured its legendary motto (“Great
Taste… Less Filling!”) and professional athletes .
3. It’s almost identical to Guinness, alcohol- and calorie-wise
Guinness and Miller Lite both have the same amount of alcohol: 4.2
percent. Miller Lite contains 96 calories per 12-ounce serving;
Guinness contains 125.
4. 3 new varieties were released in 2008
To capitalize on the craft beer movement, Miller released three new Lite
formulas in 2008: an amber, a blonde ale, and a wheat beer. Called the
Miller Lite Brewers Collection, it didn’t stick around for very long.
5. You can thank ‘Anchorman’ for its throwback label
Miller Lite reverted back to its original “Lite” label in late 2013 as part of
the marketing campaign for "Anchorman 2: The Legend Continues," in
which the beer was prominently featured. Sales for the beer soared,
however, so the company decided to bring back the retro label full time.
Some consumers even thought that the old label made the beer taste
better.  No surprise since they actually liked that stuff.

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Edited by Jim Attacap