We have all seen the commercials for Coors Light. When the illustration of mountains on the label turns blue, your beer is cold enough to drink.
Perhaps it’s desirable for that particular brew. There is very little richness or complexity to the flavor of light beer. The temperature might be the only noticeable characteristic about it. A refreshment after a five-mile run in the sun? I can see that; or maybe a deep draught of cooling tonic after a mouthful of three alarm chili, sure. But if you, at the moment, are craving a savory sip of delightful, hoppy bitterness balanced with the fresh, baked bread finish of malted barley, Coors Light might not be the elixir you’re seeking, so cold it’s almost frozen . . . or otherwise.
No, we beer aficionados are all about sippin’ and not slammin’. We marvel at the cascade of effervescence as it’s poured into the glass. We praise the creamy, white head of microscopic bubbles which crests into a convex, foamy meniscus above the rim. We lose ourselves in the deep ambers, golds and browns of the liquid and we transcend into a nirvana where live the spirits of grain as we trickle the magic potion across our taste buds. And if the beer is too cold, the whole experience is ruined.
Enter Weyerbacher Brewery.
They have come up with a brilliant reverse take on modern graphics technology. Well not really reverse, but the effect is designed to be the opposite of Coors. The labels on Weyerbacher craft beer bottles now inform as to when the concoction within is too cold for maximum enjoyment. Beer right out of the fridge or cooler needs a warm up period for the deliciousness to develop. And tell your bartender to keep the frosted glass and give you one from the shelf.
Check out the video as Weyerbacher Cellarman Colin Presby demonstrates their new label.
And check out American Public House Review as well, the online journal of everything to do with pub culture and enjoyment.
Edward F. Petersen, Creative Director, American Public House Review