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IBUsHoppiness is measured in IBUs (International Bitterness Units), which indicate the concentration of isomerized alpha acid—the compound that makes hops taste bitter. Most beer judges agree that even with an experienced palate, most human beings can’t detect any differences above 60 IBUs. Sierra Nevada Pale Ale, one of the hoppiest beers of its time, clocks in at 37 IBUs. Some of today's India pale ales, like Lagunitas’ Hop Stoopid, measure around 100 IBUs. Russian River’s Pliny the Younger, one of the most sought-after beers in the world, has three times as many hops as the brewery’s standard IPA; the hops are added on eight separate occasions during the brewing process.
Hoppy beer is awful—or at least, its bitterness is ruining craft beer’s reputation.In 1980, when most of the nation’s beers were produced by Anheuser-Busch, Miller, Schlitz, Pabst, and Coors, Sierra Nevada’s pale ale was a revelation. Sierra Nevada founder Ken Grossman added way more hops than most brewers at the time would ever consider using. But he used a recently discovered American variety called the Cascade, a hop whose big, bitter bite was counterbalanced by a sweet grapefruit scent and a spicy aftertaste. Sierra Nevada Pale Ale is a beautiful beer with an aggressive edge, and it’s the beer that put me, and so many others, on the path to craft beer enthusiasm.
Canada's beer monopoly“Truth be told, it is a highly cost efficient model for consumers,” said a Beer Store spokesman. “I know what’s best for consumers. And having seen a wide range of retailing across the world, I can tell you that this is a system that is low¬ cost and passes that cost along to consumers.” Which might be fine except for two things. First, it’s not actually low cost. Second, The Beer Store is actually owned by three of the world’s largest breweries – Anheuser¬Busch InBev, Molson Coors and Sapporo – which include Canada’s two largest firms, Labatt’s and Molson. And that spokesman for The Beer Store? That’s the CEO of Molson Coors Canada. What seemed like a good idea at the time has become problematic now that the industry subject to regulated distribution has effectively captured the distribution.
Havel needs a beerBy the 1980s, before Gorbachev and glasnost, Havel sensed his growing authority. When the American Embassy in Prague gave parties, visiting writers such as Kurt Vonnegut, Edward Albee, and Philip Roth sought him out. When Havel ran out of beer at a gathering in his Prague apartment, the cop assigned to surveil him volunteered to go to a nearby pub to refill his jug. This was when he knew that power was flowing his way.
Young adult drinkers' alcoholic beverage preferences have changed dramatically over the past two decades. In the early 1990s, 71% of adults under age 30 said they drank beer most often; now it is 41% among that age group. There has been a much smaller decline in the percentage of 30- to 49-year-olds who say they drink beer the most, from 48% to 43%, with essentially no change in older drinkers' beer preference. Younger adults' preferences have shifted toward both liquor and wine, but more so toward liquor, over the past two decades. Those between the ages of 30 and 49 have moved exclusively toward liquor. Older Americans now increasingly say they drink wine most and are less likely to say they drink liquor most.