A brewery creatively avoids a cease and desist, hockey teams are getting whiskey partners, beer is breaking auction records, and more in this week’s booze news. Below is the recap of a weekly email you’ll actually want to read.

Boozeletter Archives – September 21, 2019

Here’s your weekly dose of things worth checking out in the world of good libations.

1. Mary Berry’s Lawyers Are Scary

If you’re in the loop about British bakers and food TV hosts, you’ll know Mary Berry. If you’re not (like me), she’s the former host of the ‘Great British Baking Show’.

California’s Armistice Brewing Company wanted to honor Mary by naming their pasty and berry-themed stout after her – but this didn’t fly, pizza pie. The brewery received a cease and desist within hours.

Their creative solution?

Living up to their brewery name, they quickly stopped the warring parties from fighting through a ‘sophisticated rebrand’ to “Cease and Desistberry Pastry Stout”, then they half-assed slapped some some smiley face stickers over the old labels.

The attention from the cease and desist was great promotion for the beer, and Armistice successfully went from cease to lasting peace.

If you’re in the US, you can pick up one of this raspberry-purée, cocoa nib, and vanilla bean stouts for $19 USD.

Photo via Armistice Brewing Company

Photo via Pernod Ricard

2. Pernod Ricard’s Approach To The Market

If you’re interested in the business strategy of Alexandre Ricard of Pernod Ricard, this Bloomberg article highlights how they’re plowing through the industry with acquisitions (like the recent one we saw with Castle Brands).

The strategy is simple: smaller is better.

Where competitors will purchase brands that drive big and immediate gains in revenue, Pernod Ricard’s view is fueled by the market’s growing interest in “craft” brands over their mass-market counterparts. There is still “full focus” on the income-drivers like Havana Club and Martell, but they are placing smaller bets in key growth categories like gin and North American whiskey.

And so far the strategy has been working.

PR has recently reported their strongest annual earnings growth in seven years.

These are bottles of whiskey. Photo via Gold Bar Whiskey

3. The 49ers Have A 24 Karat Whiskey Partner

The San Fransisco 49ers signed an official whiskey partner, and they’re as flashy as it gets.

Gold Bar whiskey is now the official whiskey of the 49ers, and will be displayed more prominently in the arena (and be the main feature of the Gold Bar Whiskey Bar they’re opening in Levi’s Stadium).

Gold Bar (which is also from San Francisco) finishes their NAS blend in Napa Valley wine casks and have two expressions, which are each bottled in a pretty cool gold bar package.

4. In Other Whisky News

The Macallan Edition 5 has been released, and it’s shtick is that it’s created around the element of color. Unlike previous editions which were centered around the casks, or partnered with restaurateurs and a perfumer (influences which actually affect flavor and aroma), this version was partnered with Pantone to make a very purple label. To the whisky nerd, this seems less impressive on paper, but we’ll see as more reviews come through.



The US whisky scene is like the arguably less-refined but more hip younger brother to the scotch industry. Even though scotch recently opened up their criteria on what barrels can be used for aging, the US has had a head start on some weird finishes like the one in Oaxaca Rye, a mezcal barrel finished rye from Wigle distillery. This sounds up my alley.



Mezcal is often (and traditionally) not aged, making these barrels few and far between I’m sure. Wigle is transparent about the specs and where the barrels come from, and The Whiskey Wash rating is decent enough to want me to try it.



Ardbeg Supernova is coming back. Ardbeg released a Committee newsletter with a cryptic announcement telling members to watch the space on October 1st. Labels from the TTB spoiled the fun, but the timing was pretty on track with the recent Area 51 raid.

Photo via Chiswick Auctions

5. Old Beer Breaks An Auction Record

Move over whisky (for a second please), beer is now in the spotlight for breaking records at auction.

These two old-ass cans went for $2850 each at a recent auction, which is reported to be the highest ticket price at for a can of beer. The liquid inside them was brewed in 1936 at the Welsh Felinfoel Brewery, the first place outside of the US to use cans.

Interestingly enough, the brewery itself was the one to bid on their own history. You can learn a little more about said history and the previous record holders in this article.

6. In Beer News

Fans of Founders Brewing’s Kentucky Breakfast Stout will be happy to know that it’s now going to be made year-round, and that there is a new KBS espresso variant being launched. Buono.



Despite the declining sales of big-brand beer, Molson-Coors just cut the red tape on a new $200 million brewery in Chilliwack, BC. The new spot has a huge capacity, and the capabilities to manufacturer other RTD products as well as kombucha. The market is chilly but hopefully the decision wasn’t wack.



If you’re interested in brewing, I highly recommend this quick (2 minute) and informative read on why a brewer’s favorite beer is a lager.

And that’s it for this week’s booze-related happenings. Except for the Toronto events section, which can be found when you subscribe to the emails.

Until next time, drink better my friend.

Devin

But Before You Go!

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