Gaining Marketing Momentum

Beer makers sometimes envy the popularity of wine. Though beer making is several thousand years older than wine - some brew recipes go back 8,000 years - in modern times it has rarely achieved the distinction of a fine wine. Rarely do hostesses ask 'Would you care for an after dinner beer?'

All that may be about to change.

Nielsen is predicting that 2006 will see the popularity of beer rise substantially. Thanks to the increase over the last decade or so of the number of micro-breweries, the growth of Beer-of-the-Month clubs on the Internet and reactions by the giant breweries, beer may finally be getting the recognition it deserves.

Imports rose 9% over the last year and sales of specialty microbrews grew 7%. In reaction, major breweries - seeing their sales erode around the edges in restaurants, pubs and even smaller grocery stores - have brought out several new products.

Several brewers large and small are experimenting with 'seasonals', which are just what they sound like - brews intended to be consumed at a particular time of year. During cold winter months, there will be higher alcohol concentrations, with lighter brews offered during the summer.

Anheuser-Busch recently began marketing 'Celebrate', a winter beer with a powerful punch - it contains 10% ABV (percent of alcohol by volume). That puts it in the range of some Belgian Trippels.

With a dash of vanilla beans, it may appeal only to those who prefer a strong fruity overtone to their beer, but that does include many Trippel drinkers. Going beyond simply adding a flavor compound, Celebrate is aged in Bourbon casks and bottled in a collectible container.

All those elements together certainly give it many of the desired attributes of a fine wine. With all that going for it, and the marketing muscle of Anheuser-Busch, it's safe to predict that the brew will at least have a good test run. It remains to be seen whether it will enjoy the same response as fine traditional brews.

Smaller breweries have not been idle, either.

Laughing Dog in Northern Idaho has recently created something called Hot Chihuahua to supplement its already fine line of specialty brews. The spicy, light red concoction lives up to its name. Tangy and bright, it could serve as a perfect compliment to a Mexican dish.

The Tun Tavern Brewery & Restaurant, like so many combination brewery and restaurant establishments, offers its home-brewed Chocolate Cherry Imperial Porter. Mixing Hershey's cocoa with cheery puree in the wort, it is decidedly for the adventurous.

Looking for something to serve with dessert? Heavyweight Brewing offers Ch-Chuck. Based on a Belgian Pale Ale, it contains the juice from sour cherries, pits and all. A delightful red with a nutty aftertaste, it could be enjoyed with cheesecake.

Heavyweight is also experimenting with a German-style weizenbock made with cranberries. Hovering around 7% ABV it will add a nice little zing when served with chocolate cake.

With all these new specialty brews from brewmeisters large and small hitting the market, it may not be long before the hostess at your next dinner party does ask: 'Care for a little beer aperitif?'