Des Moines Beer Experience: Part II
Here I begin my thoughts on the rise and (hopeful) fall of the American lager. Look, people just want a cheap drink to hold in their hand while they watch the game, listen to the band, or dance to the music – well done there American lager. However, I am tired of these beers being the only choices given to consumers. Let me break it down for you. It began last night with a beautiful formal dance in a location that had several bars on all sides of the dance floor. Wait in line, pay your money, go listen to some music to groove to. This is a simple occasion to enjoy, and while I had a great time, my mind became occupied with a sign sitting on the bar top – “Import Beer $5, Domestic Beer $4″. As expected, I wanted to check out their import beer selection before making a final decision. Well son-of-a-gun, there were no imported beers to be had; the cooler was empty. I suspect they had either one Heineken behind the counter and it sold, or they never bothered with them in the first place. $4 on the table and you can order a Domestic from your grand selection of Budweiser, Bud Light, Miller Light, and Coors Light. Son of a gun. Could you imagine going to a restaurant and having the soda selection of Coke, Caffeine Free Diet Coke, Pepsi, and RC Cola? These aren’t options, these are punishments of a market economy. Where’s the flavor and where’s the beer?
My first thought went to the marketing of the macrobrews. I held in my hand a Coors Light – “When the mountains turn blue, it’s as cold as the Rockies”. The first couple sips of Coors actually are not bad, but for the love of god, don’t let the mountains turn a different color away from blue. When this beer gets any warmer than the Rockies, and maybe represents a temperature similar to the lower Adirondacks, do yourself a favor and just toss the blasted bottle. These beers were produced with one thought in mind: consumers consume. These beers are not meant to be enjoyed, conversed about, or even thought about, only recycled. They are low in flavor, low in alcoholic content, and they sure had better be drunk at a low temperature. Instead of letting their customers enjoy a couple of these in an evening, they mass produce and market the idea of 12 and 24 packs. I went to a party beforehand that offered wine, wine, wine, and Keystone Light. Why does beer get such a bad rap? Who is it that decided people don’t enjoy nice things, they just want crap? Don’t even get me started on the American auto industry.
My second thought was of the “Import”. For starters, they didn’t even offer any imports. But have you ever noticed that imports are always marketed as the premium product? In some marketing manger’s head is “Oh, this person enjoys fine beer, so we will give him Heineken and Stella for extra cost”. How can this happen? Court Avenue makes their own beer across the street; Olde Main is a half-hour away and distributes to many places in Des Moines. I don’t blame the brewers, they want to reach new customers. Who in their right mind believes offering up Bud, Bud Light, Miller Light, and Coors Light is giving their costumers a choice? Why can’t we have a choice of Leinenkugels or Blue Moon even, they’re still products of the macrobrewers? Go to a chain restaurant and ask for their import list – bet you a beer they tell you Sam Adams is available. Microbrews are rising in popularity, but when are consumers going to be given a choice, and when are people going to start having that “beer defining moment” that you and I have experienced? I’m out to change that. Shawn and Jason are out to change that. You are out to change that. We all deserve a “beer defining moment”. I want to be offered a selection of beers, much like I can order a variety of wines or liquors at any dining venue. I give props to Old Chicago for offering 110 different beers. They are the extreme end where you can have a different beer every time you sit down. I’m looking for just a few, local, tasty options.
