It seemed that ultra-high alcohol beer was about to disappear. Drinkers were focusing more on session beers designed to be consumed en masse without causing serious intoxication. Others focused on rebuilding old recipes or creating the most unique flavor combinations possible. Looks like the “big buzz” beer isn’t gone yet and might be making a comeback at a nearby liquor store. Even the big boys are getting in on the act now, and it has nothing to do with “winter warmers.”
it’s a mixed bag
It’s been an interesting year for beer sales around the world. While the market has actually grown more than 2%, demand hasn’t increased. The growth appears to be coming from developing countries finally entering the market, rather than renewed interest within already developed countries. For big brewers, this is a problem, especially for Bud, which has seen a long, slow decline in popularity (much to the delight of craft beer lovers). Not that anyone wants to see the “King” fail, but it’s nice to know that craft beer has had such a big impact on people’s drinking choices.
In reality, Bud has lost a lot of ground recently, falling 9% in terms of retail sales in 2012 alone, and that’s not taking into account the cumulative losses the brewery has experienced over the last decade or so. Things could be turning for Bud, though, as they take a cue from the craft brewers and try to turn the tables.
The company’s most successful beers to date include the relatively new Platinum line, which is its ultra-premium beer. Now, they’re adding another premium option to the list: Black Crown has been given the green light and should be in the hands of beer drinkers in 2013. Black Crown is a definite takeoff from seen craft beer, where high-alcohol beer is brewed. they have been around for a long time.
Now, don’t think this is going to be an ultra high octane beer. Bud can’t have the sense for that. Rather, it will be around 6% ABV, in contrast to the 5% ABV that regular Budweiser offers. It will also offer a few other distinctions: beechwood aging and a different finish will set it apart from the watery fare the brewery is best known for. That said, Bud isn’t alone in seeing higher ABV as a key to better sales, and whether this will be enough to rekindle interest in brewery offerings remains to be seen.
Brewmeister brewery kicks off Armageddon
Scotland’s Brewmeister Brewery (a country that has a history of extreme beers anyway), has announced the debut of the world’s strongest beer. The company’s new Armageddon beer stands out above the competition in terms of alcohol content: it boasts 65% ABV. Brewed with “frozen fermentation,” which leaves the stronger alcohol content behind, the beer will sell for around $52 per bottle (yes, per bottle). Sales to the US are only available through the company’s website, so you won’t be able to pick up a bottle locally, no matter how wide the selection is at your preferred supplier.
Brewmeister isn’t the first Scottish brewery to create a beer that will bring you from zero drunk in a fraction of a second. BrewDog made international headlines with its super strong beer served on a dead animal (stoat and squirrel). Called the “End of History,” this beer helped fuel a worldwide trend for ultra-strong beer, and Brewmeister could do the same.
The dethroned Sam Adams still packs a punch
Of course, we can’t forget the king of all craft breweries in the US: Sam Adams regularly puts out a super strong beer called Utopia (actually a range of beers, released every two years). This year marks the beer’s 10th anniversary, and Sam Adams has released his selection a year earlier than normal to celebrate the occasion.
At 29% ABV, it’s far behind Armageddon in terms of alcohol content, but it does cost a bit more per bottle. That doesn’t mean it won’t be an incredibly popular thought (and the fact that it’s available in the US is definitely a plus). If you want one of these limited-edition concoctions, you’re going to have to act really fast (and really lucky to boot). Sam Adams is only releasing under 15,000 bottles, each of which has a suggested retail price of $190.
New Belgium is on the spot
New Belgium’s Lips of Faith beer offerings have been praised across the country, and will also come out with a new high-octane pairing in late 2012. Working with Brewery Vivant (out of Michigan), the two choices are Biere de Garde and Imperial Coffee Chocolate Stout. The former is available at 9% ABV, and the stout weighs in at 10%, both of which are pretty high (though nothing in the range of Utopias or Armageddon).
Why the new focus on high-octane beers?
With session beers gaining so much popularity lately, it’s understandable that the reasoning behind the new strong beers is a bit confusing. Actually, it’s probably part of a trend that will be seen in the world of brewing for some time. As session beers predominate, those looking for something stronger will gravitate towards options like those mentioned above. As they tire of beers with massive alcohol content, the popularity of session beers will rise once again.
One thing beer lovers can really look forward to today is that both high-alcohol and low-alcohol varieties will be widely available from a wide range of breweries, including big brewing companies and craft brewers. Variety is what the beer world really needs: to break away from the big, beer-controlled world of yesteryear, and that’s exactly what’s happening.
Whether you prefer strong end-of-the-world beers, ultra reserve offerings, or something that packs a decent punch with plenty of flavor and character, there are more options than you think.
poto beer,
Dustin Canestorp