|Free Beer (Really)
|Bud Keeps Promise
|Early in 2017 AB InBev announced every single
bottle of beer it brews will be done with
renewable energy by 2025. The company is
making progress on that pledge and by this
spring, every bottle of Budweiser brewed in the
U.S. will be made with renewable electricity.
Now,the brand is unveiling a new symbol it will
be putting on each bottle produced with 100%
renewable energy. AB InBev is using
Budweiser, its flagship brand and the globe’s
biggest international beer brand, to drive its
renewable energy program, in its goal to
encourage more companies to sign on to similar
goals and adopt the new emblem.
Every day around the world, 41 million
Budweisers are sold, and the company says
switching to renewable electricity in Bud
brewing operations is the equivalent of taking
48,000 cars off the road every year.
The U.S. electricity will be sourced from the
Thunder Ranch Wind Farm in Oklahoma,
which is powered by Enel Green Power.
|Bud Light promised free beer at the Eagles Super Bowl
Victory Parade and they held up their end of the bargain,
even if it's not an open bar for 2 million people.
More than two dozen bars along the Eagles victory
parade route in Philadelphia, stretching from South Philly
to the steps of the art museum -- a five mile journey --
offered one free Bud Light to parade-goers who are 21 or
older. Many demanded more than one but were refused.
Drinkers had to show their ID at participating bars and
were given a token they can exchange inside the bars for
one free beer. But that doesn't mean one free beer per
stop, like some may have hoped. Bud Light and bar
representatives are making sure everyone gets their
hands stamped once they get their freebee.
Beers were brought in to the bars and beer stores earlier
in the week. Some bars ran out,other had leftovers. Bud
did not disclose the actual number of beers given away.,
When they ran out, or for fans who couldn't make it to
the parade, Bud Light offered a $7 rebate on six-packs or
larger amounts of Bud Light that cost more than $7, but
the offers only was valid for two days after the parade.
|Independent Success - Nearly eight months after introducing an official
“independent craft brewer seal,” the Brewers Association (BA) announced that
more than 3,000 brewers have signed up to use the mark.
New Belgium Gets Flat Tire- New Belgium Brewing announced that it
laid off almost 4% of their staff in various positions from administration to HR to
production. The country’s fourth-largest craft brewery will continue to distribute to
all 50 states.
Strange Brews - Scratch Brewing in Ava, Illinois, iis now making beer using
ingredients they find around their Midwestern property. Foraging elements like
burdock, dandelion, turmeric, hickory bark, maple leaves, and sumac berries, as
well as dozens of other wild botanicals,
New Record - New York Gov. Andrew Cuomo announce that the state is now
home to a record-setting 400 breweries, eclipsing the previous mark set in 1876..
Decision Time- According to Nielsen’s Craft Beer Category Design Audit, 70%
of American craft beer consumers make their purchase decisions at the store shelf,
rather than in advance. And, 66% of consumers say that a beer’s package/label is
“very” or “extremely” important for getting them to notice it.
|Really Old Beer
The ancient Greeks may have liberally indulged in wine, but that's not the only
alcoholic beverage they imbibed, according to a new study that describes the discovery
of two potential Bronze Age breweries.
The "stout" discoveries mark what may be the oldest beer-making facilities in
Greece and upend the notion that the region's ancient go-to drink was only wine,
the researchers said. Archaeologists found about 100 individual sprouted cereal grains
dating to the early Bronze Age, from about 2100 to 2000 B.C. At Agrissa, they
found about 3,500 sprouted cereal grains dating to the middle Bronze Age,
from about 2100 to 1700 B.C.
The discovery of sprouted cereal grains is significant: To make beer, a brewer sprouts
cereal grains (a process known as malting), which changes the grain's starch into
sugars. This sprouting process is then interrupted by roasting the grain. Next, the grains
are coarsely ground and mixed with lukewarm water to make wort, which helps convert
the remaining starches into sugars. Finally, during alcoholic fermentation, the sugars in
the malt are used by yeast, which is present in the air or introduced from other sorces.
The report said there is a 95 percent certainity that they were making some form of
beer, just not the beer we know today, but some form of beer.
Although the discovery may be the oldest-known evidence of beer in Greece, it's not
the oldest in the world, and beer isn't even the oldest alcohol on record. Prehistoric
people appear to have discovered wine first, as there is evidence of wine residue on
pottery from about 6000 B.C. in Georgia as well as from the sixth millennium B.C. in
Iran and the fifth millennium B.C. in Armenia.
As for beer, Egyptian records show that people drank it as early as the mid-fourth
millennium B.C., and people in the Near East slurped down the amber liquid as
early as 3200 B.C., according to most historians.
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