The year Ale Industries changed everything

When I arrived at Ale Industries’ new Oakland brewery space last week, owners Morgan Cox and Stephen Lopas were red-faced and squatting in the brewing area. Though we hadn’t set a specific time for my visit, I arrived at a momentous moment: they were making the final steam pipe connection for Ale Industries’ new biofuel boiler. The guys whooped a little at the completion of the task, then Morgan started to offer me a handshake before realizing his hands were covered in grease.

2014 may go down as the year Ale Industries changed (almost) everything, but the DIY ethic running through the brewery is the same. These are the folks who moved a commercial brewery from Concord to Oakland, one piece at a time, in a pick-up truck. The place that employed me last year bottling beer homebrew-style, with a counterpressure filler and a butterfly capper. The brewery whose new Concord taproom was mostly built by staff and friends. I suspect Morgan and Steve will always be willing to grab a toolbox and get in there, but they’ve also got bigger plans.

The Fruitvale Fermentation Factory is underway

Ale Industries had a good few years in the former EJ Phair space in Concord, in the same complex as MoreBeer. For various reasons, however, it was time to go. After a few locations near Jack London Square didn’t pan out, a space in Fruitvale did. They’re now in an old 6000-ish square foot factory at 3096 East 10th St.

Look at those high ceilings!

Look at those high ceilings!

The building has been around since at least the early 1900s, and has had past lives making things like tin brackets and license plates. It’s surrounded by the lofts, studios, and other factories of the Jingletown community. “Jingletown” sounds like a name made up by real estate agents afraid to say “Fruitvale,” but it’s been the name for this district within the Fruitvale neighborhood since most of the residents were Portuguese cannery workers. It’s going to be a fun place for an art-loving brewery to be. For one, some of the neighboring artists build big, bulky sculptures that are hard to display in a traditional setting, but they can be simply forklifted into a brewery.

The brewery is being divided into four quadrants. Obviously, there will be a brewing area and a fermenting area. One quadrant will hold barrels, lots of barrels — good news for fans of Ale Industries’ sour projects. The last fourth of the brewery will be a bar (we’ll get to that in a minute).

The desk, forklift, and hand-me-down Beer Revolution kegerator won't be there forever

The desk, forklift, and hand-me-down Beer Revolution kegerator won’t be there forever

And let’s not forget the new bottling line! As I said on Facebook when it was unveiled, “When I’m an old beer geek I look forward to the ‘I bottled for Ale Industries back when it was all by hand’ story. I may add that the walk to Detroit Ave was uphill both ways and snowy.” Three cheers for technology.

All I want for Christmas is a bioenergy flamethrower

Ale Industries has long employed biofuel to run the trucks that deliver its beer, not to mention Morgan’s house and his wife’s vehicle. One of the things they’re most psyched about in the new space is their biofuel boiler. While it’s impossible to know what every brewery on earth is doing, Ale Industries just might be the only brewery brewing this way.

Call it “biofuel,” “bioenergy,” or “biodiesel” — it usually starts with used vegetable oil that can be scored from restaurants. Basically, the boiler combusts vegetable oil to create steam to boil the wort. “It’s basically a huge flamethrower,” said Morgan. A carbon-neutral, clean-burning flamethrower. I’d say “economical,” but while biofuel is cheaper than traditional fuel, the boiler itself was expensive.

Morgan and the long-awaited green boiler

Morgan and the long-awaited green boiler

Rye’d Piper and burritos are in your future

The Fruitvale brewery is still a work in progress, but later this year it’ll be a place for growler fills, pints, music gigs, and art showings. They’re also tossing around the idea of having speakers come in to talk beer (with accompanying beer tastings, naturally).

The nearby Aloha Club claims the longest bar in Oakland, so Morgan said the Jingletown Jazz Room (the aforementioned fourth quadrant of the brewery) plans to have the second-longest bar in Oakland, in the second production brewery in post-Prohibition Oakland, at the second-coolest place to drink a beer in Oakland. The first post-Pro brewery in Oakland was Linden Street — what’s the first-coolest place to drink a beer in town? Morgan smiled and shrugged. “Up to you.” Fair enough.

Ale Industries will later pick up its old Concord practice of inviting food trucks to the brewery — both Fruitvale-based trucks and the newer guard trucks like Fists of Flour they’ve grown to love. In the meantime, there’s an excellent truck, El Novillo, parked a stone’s throw away in the parking lot of a sit-down restaurant. Ask for green onions along with your salsa and jalapenos.

The Fruitvale BART station is ridiculously close, but if you must drive, BART can probably still help you out with its parking lot, which is free after 3pm and on weekends and cheap other times. I can’t tell you how comfortable to be in this or any other neighborhood, but I will say if you are accustomed to urban areas such as SF or other parts of Oakland, you probably won’t find this part of Fruitvale intimidating (unless you’re scared of tacos).

Take BART!

Take BART!

Meanwhile, back in Concord…

Ale Industries moving its brewery to Oakland was bittersweet: Morgan is raising his family there, Steve spends a lot of time there, and it’s an exciting place to be right now. But they didn’t want to leave their Concord taproom regulars in the lurch. Enter The Pig & The Pickle Ale Industries Marketplace. The crew wanted it open in time for SF Beer Week, but having seen the space in December and January I was a little skeptical — plus, how many times have we heard “by SF Beer Week” as an (unmet) goal before? Surprise! They did it.

Steve and his girlfriend April hustling hard to build The Pig & The Pickle in January

Steve and his girlfriend April hustling hard to build The Pig & The Pickle in January

The goal is to make this a Concord showcase for what Ale Industries is doing in Oakland, plus offering locally-produced and sometimes house-made pickles, charcuterie, bread, and other goodies. Think one-stop shopping for a picnic with a growler and easily transportable chow. As of this writing, it’s all guest taps and bottles while the Oakland brewery gets up and running, but Ale Industries beer will be back on tap as soon as possible. In the future look for 8 taps, always a Two Rivers guest tap for your cider-loving friends, other guest taps if space allows, and bottles.

The Thursday open mic nights at the Detroit Ave brewery are now a thing of the past, but The Pig & The Pickle has picked up where the brewery artists’ markets left off with local art on the walls and a Meet the Artists night in mid-March. Manager, bartender, and all-around ass-kicker Maureen Gibe feels strongly about supporting local creative types — and seems to know every human being in Contra Costa County — so I expect cool things from this space.

This pallet-turned-planter may be Ale Industries in a nutshell

This pallet-turned-planter may be Ale Industries in a nutshell

The Pig & The Pickle is at 1960 Concord Ave, next door to the Old Hang Out and an easy stroll from EJ Phair and the future home of The Hop Grenade. There’s a little parking in the back but it’s also walking distance from Concord BART. For now, it’s open Monday – Thursday 4-10, Friday 3-10, Saturday 12-10, and Sunday 12-8. Hours will be extended to weekday lunch later on (and, disclosure, I’ll probably start pulling a shift there at that point).

February, before the AI beer ran dry...

February, before the AI beer ran dry…

I’ve seen the future, baby, it is thirsty

Even though the new brewery isn’t even fully functional yet, Ale Industries is looking ahead to its next one. “I see this as a five to seven year answer,” said Morgan. He envisions moving the stainless steel part of the operation into a bigger space later and keeping Fruitvale as a barrel-aging facility. The beer is doing well in Oregon and Southern California, and getting more beer to those markets and others is a goal (as is keeping Bay Area accounts happy, of course.) In the meantime, they have interesting projects in the pipeline like brewing a house beer for Burma Superstar.

We’ll have to wait and see what the next decade of Ale Industries holds. For now, Concord and Fruitvale are getting that much more beery and fun.

Follow Ale Industries on Facebook, Twitter, or Instagram.

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Oakland beer ads, 1890s

First off, if you’ve been enjoying my beer history tidbits, you’ve got to check out what my friend Brian is doing over at BygoneBeer.com. Those old beer labels and drinking postcards are a trip!

Today’s local beer history comes to us from reader Aram Cretan of Oakland brewery-in-planning Federation Brewing. I haven’t run into this guy in a year; I love how beer history brings its relatively few devotees out of the woodwork. I enjoyed his email so much I’m just going to quote it in its entirety as a guest post. Enjoy this page (literally) out of 1890.

“I’m an Oakland history geek myself, and reading Beth Bagwell’s book sent me scrambling not just to the Oakland History Room at the library, but to the fantastic Betty Marvin, whose office in the rear corner of the Planning Department is just overflowing with awesome stuff–books, newspaper archives, plat maps, possibly some bodies. I actually had a permitting question for her, but after quickly dispensing with the boring stuff, we got down to the business of pinning down the exact location of the church my great-grandfather had been the pastor of (demolished, as were so many wonderful things in Oakland, for a freeway.) While I was poring over old phone books, she found the attached newspaper clipping, from the Oakland Daily Evening Tribune, Wednesday January 15, 1890.

OakTrib_1890_1_15

(click to zoom in)

“On the bottom right, there’s an ad for Kramm and Dieves Oakland Brewery, corner of Telegraph and Durant, which is now Berkeley. They claim to be the largest brewery in the county, an important distinction when contrasted with the ad further up the page for John Wieland’s Celebrated Lager Beer, which claims to have produced 122k barrels in 1888. (I presume that’s not a 31gal BBL, because that would be crazy.) John Wieland’s Lager was later produced by Pacific Brewing and Malting in San Jose, which was at the time known as San Francisco Breweries or perhaps Fredricksburg Brewing Company. (http://www.taverntrove.com/brewery.php?BreweryId=1906)

“You might also note that the DRUNKENNESS caused by all of this beer can be Positively Cured by administering Dr. Klaines Golden Specific, and that Hood’s Sarsaprilla seems to have pioneered the “Head On! Apply Directly To Forehead!” approach. Love these old newspapers.”

Thanks Aram! Look for Federation Brewing as soon as the Oakland commercial real estate gods smile on ‘em.

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Why I don’t call it “craft beer”

There’s a reason this blog isn’t called East Bay Craft Beer. Part of it is that I’ve been around long enough to remember when beers I liked were called “microbrew,” and if I’m still running this site in 15 years I don’t want to have to change the name. But beyond my big-picture musings about the evolution of industry jargon, “craft beer” is generally not a phrase I use. Increasingly, it’s not a phrase I like.

This isn’t an assault on anyone with “craft beer” in their organization name, Twitter handle, etc. Caring if you use the phrase “craft beer” would be quite a self-inflicted first-world problem. This is an explanation of why I don’t often use the phrase “craft beer” and why I’d like to see our language and beer culture evolve past the point where it serves any purpose.

So what do I like to call it? “Beer.” Here’s why.

“Craft” has become an unregulated marketing term, not a real adjective
Any restaurant can call itself “authentic.” Similarly, though it’ll result in uproar on the Internet, anyone can use the word “craft.”

Exhibit A: Everything Sold At The Yankees’ New “Craft Beer” Stand Is Owned By MillerCoors, And Half Of Them Aren’t Actually Beers

Abracadabra! You're craft beer!

Abracadabra! You’re craft beer!

The closest thing we have to an “official” definition of craft comes from the Brewers Association. They’ve (several times) changed the definition of “small” and more recently changed the definition of craft to include some popular adjunct lagers. Does this latter move make Yeungling better than Budweiser? No, it does not. The Brewers Association does a lot of great work for the industry, but craft or crafty or who cares.

Some say a different definition of craft would help. Personally, I’d rather ditch the word than regulate it. I’m done with the amateur beer industry sport of arguing about what “craft” means.

Why should I have to change my name?
In the movie Office Space, the character Michael Bolton (“no, it’s just a coincidence”) is asked why he doesn’t go by “Mike” instead of “Michael.”

He replies, “No way. Why should I change? He’s the one who sucks.”

I call it beer. I don’t see why I should change it, because my beer doesn’t suck. (Not all macro beer sucks, and some craft beer does, but that’s a whole ‘nother post.) Belgian and German and English beer of all styles existed long before American beer culture got screwed up by Prohibition and our beer ceased to have flavor for decades. Trappist monks didn’t need to call it craft and I don’t think we do either.

I like to be specific
What do you like about “craft” beer? That it tastes good? That the brewers and/or owners are our friends and/or neighbors? That it’s “small”? (or smaller than a company you don’t like?). That it’s creative? That it’s family-owned with a succession plan in place? That it has ethical business practices? Does it need to be low-budget and DIY? Does it need to be strongly flavored or high in alcohol? “Craft” means a lot of different things to a lot of different people. I like to say exactly what I like about a beer instead of using a blanket term that implies that an entire business category is better than another. “Local,” “small” and “yummy” aren’t perfect either, but they get closer to an actual description.

Lessons_from_the_Hundred-Acre_Wood_-_Use_Your_Words

It sounds like an ad
I know, time is money and sometimes you’ve got to take a shortcut to get your point across succinctly: “20 craft beers on tap,” “craft brewed in [insert city here],” whatever. But I find that most of the time you need a quick soundbite, it’s an ad. If I’m giving free advertising it’s going to be for a brewery or beer I like, not for an entire business sector.

I can’t speak to what the value of the word “craft” is for a brewery or a bar that has a brand involving that word. I only know that as a bartender I’ve never once been asked if a beer is craft or not, and as a consumer the phrase “craft beer” does not roll trippingly off my tongue. I’m gonna ask my husband if he wants to grab a beer after work, not if he wants to grab a craft beer. And I personally enjoy writing the way I speak.

Wishful thinking
There’s a bit of utopianism going on when I call both Natty Lite and 3 Fonteinen Gueuze “beer.” For too long in America, “beer” mostly meant one flavor. I think we should get that word back and have it mean all flavors. When most Americans think “beer,” they think the lite yellow stuff that still dominates the market. I want to do my part to change that. Won’t Joe Macro Drinker be more likely to try one of our beers if we don’t make it sound all fancy and different?

It’s yet another image problem beer has but wine doesn’t. Wine is generally called “wine.” It’s subpar (or perceived to be subpar) wine that gets an adjective, like “cheap wine,” “box wine,” “jug wine,” or “chateau de screw top.”

And in 100 years we’ll all be dead anyway
In short, I’ll know what you’re talking about it if you call it beer. I think I’ll also know what you’re getting at if you call it craft beer (or microbrew). We could argue about it all day, but enough of this and let’s drink one! Cheers.

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Forty more taps coming to downtown Berkeley

It’d be a decent question for a Bay Area beer trivia game: name all the bars Chuck Stilphen owns or co-owns. The Trappist, Mikkeller Bar SF, Trappist Provisions, and ØL (where I work), right? Get ready for a fifth one.

Downtown Berkeley’s already good beer options are going to get even better when Chuck and Mikkeller SF executive chef Mike O’Brien open Perdition Smokehouse. It’ll be at 2050 University Ave, which has seen several businesses come and go (Amadeus, Zaika, Meridian…) since I moved to the Bay Area in 2009. The new building owner has already taken a step towards breaking the curse by fixing up the previously unused outside space. Perdition will be installing outdoor seating for about 50, on top of the indoor capacity of about 80.

The future site of Perdition's beer/BBQ garden. Stolen from Facebook.

The future site of Perdition’s beer/BBQ garden. Stolen from Facebook.

Expect forty taps, mostly American craft (this ain’t the Trappist) and some serious BBQ. They’re having a smoker built in Texas and Chuck is in Austin and Lockhart this week checking out the local flavor. The space has two kitchens, and one of them will be a commercial kitchen for making Mikkeller sausages and hot sauce to sell to other retailers.

Like all businesses involving alcohol, delays are inevitable, but with any luck Perdition will be open by June. You can follow its progress at its Facebook page. 

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SF Beer Week (the little I saw of it)

That’s it. Stick a fork in SF Beer Week. I had some good times and some good beers, and I also worked harder than I have in a long time to serve up beery delights to the masses. I didn’t have a lot of time or energy to explore, but I do work at a beer bar and have an Internet connection, so I have some observations nonetheless. Here’s what I saw from on the clock and on my phone…

The eastward suburbs are thirsty: I thought SF Beer Week might not be so crazed for me because I work all the way out in Walnut Creek — nope. I had some of the most hectic shifts of my life last week. Maureen over at The Pig and the Pickle, Ale Industries’ new Concord taproom (holy cow, it’s open! yay!) says it was nuts over there too. The opening of new places like Hop Grenade and Sunol Ridge (more on those soon) and the continued popularity of the BN Winter Brews fest in Concord will only push things further along. There is life outside SF and Oakland, and it’s getting beerier all the time.

Iron Springs is now a rock star brewery: I’ve been complaining forever that one of my favorite local breweries, Iron Springs, is criminally underrated. I went to an Iron Springs event at Barclay’s last year that looked like a normal Tuesday. Those days are at least temporarily gone since Iron Springs Compulsory took first place in a blind judging of triple IPAs at the Bistro DIPA fest this month. Have you seen people frantically gathering around the bar half an hour before the event asking when you’re tapping the Iron Springs beers? I have, and you will. It’s about time.

Obligatory boring brewer-with-the-tanks pic

Obligatory boring brewer-with-the-tanks pic

Cellarmaker is still killing it: Have you been to visit these boys in SF yet? Go now. Solid line-up all around. IPAs, sours, funky brett saisons, dark and roasty beers — all on point. A little something for almost everyone and not a loser in the bunch. They’re raising the bar for what to expect from a new brewery.

Barrel-aged Calicraft beers? Barrel-aged Calicraft beers. I’ve got barrel-aging fatigue, but sauvingnon blanc-aged Buzzerkeley was my favorite of Calicraft’s tap takeover on Saturday. C’mon and open that Walnut Creek taproom, Blaine…

Free at noon? Go to Triple Rock: I went to Triple Rock at lunchtime two days last week, once for an event and once just to drink some Dimmer Switch, and it was lively but not insane. Jesse and Kurt ran a tight ship as always. If you dismiss this place because it’s near Cal or you had a bad beer there in 1989 or whatever bogus reason some of you apparently still have for dismissing it, you’re missing out.

Good morning sunshines

Good morning sunshines

This Pliny the Younger shit is seriously out of control: I know, I know. It’s been out of control for years. But you used to be able to go up to the pub in Santa Rosa on, say, 11:30am on a Monday for lunch and a beer without waiting in line stretching down the block. Based on what I heard this year, those days are gone. Russian River is a favorite brewery of mine and always will be, but enough already. Wake me when it’s safe to go back there.

On the other hand, I feel like this year saw the full release of “Pliny the Backlash.” I’m guilty because I’ll be the first to say I’m not going to wait in that kind of line for beer. Apparently if you’re *really* cool, the thing to do is say the Younger sucks this year. (For extra beer hipster points, say it’s always sucked or that Russian River sucks.) Dude, it’s Russian River…I’m sure it’s delicious. But as I like to say, NO beer is THAT good.

Coming out of SFBW without a single hangover is weird: SF Beer Week is over — I’m ready to drink some beer! ;) The rest of you, enjoy SF Water Week. Cheers.

If your Wii Fit looks like this during SF Beer Week, you may be a bartender...

If your Wii Fit looks like this during SF Beer Week, you may be a bartender…

Disclosures: I work part-time for Ale Industries, and my biased love of all things Triple Rock and Iron Springs is not news to anyone.

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SF Beer Week in Review

SF Beer Week 2014 ended for me Saturday night. SF Water And Health Food Week begins presently. All told, I managed to carve my own little festival out of the huge number of events, and had a damn good bit of fun while doing it. SF Beer Week is always a good reminder that I am extremely privileged to live amidst one of the most creative and vital craft beer cultures in the world. It makes the fact that it costs an arm and a leg to live here more palatable, at least for ten days. With renewed sobriety at the end of a bout of functional alcoholism comes some reflection, so here’s a few personal thoughts I’ve had from the week:

Beer Talks: Almanac’s beer tends to fall outside of my price point, so I don’t get to enjoy it very often and find the ‘Farm-to-Bottle’ and ‘Beer is Agriculture’ branding to be a Portlandia skit in the process of writing itself. These critiques notwithstanding, Jesse Friedman co-founded a successful business based on high-quality beer, and he did us all a big solid this year with Beer Talks, and he deserves our absolute respect and thanks for putting together what I think was one of the best events of the week. Alternately informative and entertaining, the speaker lineup was perfectly curated to appeal to anyone and everyone who cares about beer. Whether it was the detailed yet accessible discussion of barrel aging by FiftyFifty’s Todd Ashman, the hilarous and incredibly pertinent observations of HenHouse’s Collin McDonnell on the craft beer industry (if SFBW 2014 has a tagline, it’s ‘alcohol is fucking magical’), or hearing Mark Carpenter talk about Anchor in the 1970′s the audience was engaged, things were learned, and we’re all better for it. Also, there was beer (one for each speaker) and a nice assortment of snacks. In relative terms I sense it’s logistically easy to add another tap takeover, food pairing or another sour event to SFBW’s event roster. Indeed, Beer Week now contains hundreds of these. It takes a much greater amount of care to put together an event of this caliber where SFBW becomes gathering of an interested community instead of another line for Pliny. Thanks Jesse, and more next year please.

East Bay Brew Fest: If Beer Talks was an example of the best of Beer Week, this year’s East Bay Brew Fest just didn’t quite measure up in my view. I remember in 2012 the Fest had 13 breweries; despite the growing number of East Bay brewers since then this one only had nine (or was it eight?) and the space looked and felt empty. Look, I understand that it’s a long week and not everyone has enough staff or beer to be multiple places at once, and yes, sometimes a day off from events is necessary just for the sake of preserving mental health. But if there’s going to be an event to celebrate the unique take on brewing that sets the East Bay apart from the City or elsewhere, then my pony request is that the breweries that make up this group are invited/wrangled into the event, pour their beer (and maybe something other than just the flagships to help make the night special) and take advantage of this extra chance to interact with the people who buy their beer but can’t get to (or afford) the opening gala. A bit of extra effort here would be nice, folks. Just sayin’.

Meanwhile, back in SF: It wasn’t widely publicized and was not a SFBW event, but Magnolia held a sneak peek party at their Dogpatch restaurant location on Saturday, which will in a few weeks’ time be up and running. They’ve been brewing out of this early 20th century warehouse/industrial location for a time now, which obviously has added to their overall capacity. The party was fun: beer was poured, conversations ensued and what has been a years-long saga of delays looks to be nearing an end. I’ve always been a fan of Dave, Ben and Magnolia beer in general, and I’m happy to see this project finally nearing its close. Triple Voodoo’s new taproom is two blocks away on 20th, so a short stumble connects them both and puts the neighborhood firmly on the beer map.

I think from my perch, the bottom line is that SFBW is at its best during events that bring out a sense of community and interaction between beer fans and the people who make their beer. There will always be shitshow-y lines and crowded bar events, and while it seems there are more of these every year, I look forward to an expansion of thoughtfully planned opportunities like Beer Talks where we can get to know one another better as well.  Hope you all enjoyed the week as much as I did. I’m sure I’m leaving some other thoughts out, but for now it’s time for another glass of water.

Collin

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SFBW 2014 gala: in pictures

If a picture is worth a thousand words, it’s probably a good thing because my camera contains the greater part of my beer list from Friday’s gala once I became too lazy/inebriated to take useful notes, instead resorting to pointing the camera at whatever I was tasting.

Nonetheless, my takeaways from the evening: 1) People will happily wait in line in the rain just to come inside and wait in line some more (you know what for), which is confusing but hell, I get a head start for the other beers so I can’t complain. 2) My personal props to Cellarmaker and Rare Barrel with an extremely fine showing for their first Beer Week gala, not to mention Sour Sunday, now that I’m back home from the rainy Berkeley afternoon. Jen has made apt mention of these two breweries previously, and for good reason. It’s an upward trajectory for them both. 3) Beer is (obviously) fun, and so this event is (obviously) fun, regardless of the rain or shitshow-esque lines. The images speak for themselves.

My personal favorite for the night: Collin from HenHouse, winning it:

Collin

In the meantime, I’m going to hook up the camera again and remember the rest of what I tasted…it’s all somewhere between Colin and Liney the Longer at the opening.

 

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It’s SF Beer Week! Hooray/oh shit!

How do we love thee, beer week? Let me count the ways. Or let the organizers count the events, anyway. (Last I heard: 600). Seems like a lot of people are excited, but also worrying about the effect on their time, wallets, work productivity, and livers. And don’t get industry people started on how many gray hairs this month gives us.

braceyourself

So here’s a roundup of some of my favorite posts on SF Beer Week survival and time management from people I like (and me).

Beer Week 2014-specific:

From past years, but still relevant overall:

It also cannot be overstated: be nice to everyone, tip your severs, thank a manager for throwing an event, thank a brewer for attending an event, thank this guy for herding all the cats that made this happen.

See you on the other side, if I live ;) And remember, it’s only beer.

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Rant: And the award for “worst beer label” goes to…

I don’t normally use my platform here to shit-talk local breweries to, you know, all 8 of my loyal readers. But every once in a while I see something that riles me up to the point where I have to sit at a keyboard and yell a little. Palo Alto Brewing Company’s beer label “art” is one of them. I don’t know anyone at this company and I’m sure they’re perfectly nice people but at least one of their beers needs rebranding like YESTERDAY.

It starts out merely silly. I’ve previously discussed my feelings about cartoon titties on beer labels…it’s a weirdly puerile way for a company to market itself to adults over 21, but I’m not offended by human anatomy. With that in mind, I can still poke fun. Let’s take a look at all of Palo Alto’s brands currently on its website, starting with the first two images I ever saw from them.

 

Okay, I get it. Sex sells, so sex probably sells beer.  Ha ha, “Barley Legal”…sex with 18-year-olds sells beer. Ha ha, “Hoppy Ending”…hand jobs for money sell beer. Right. gross, moving on.

The topless chick standing on a mountain of skulls is a little weird, but at least we’re not joking about prostitution or near-statutory rape anymore and they’ve got a naked dude in there too so at least what’s good for the goose is good for the gander. Fine. Topless chicks sell beer. Lingerie sells beer. Beefcake sells beer. Outrage declining.

Get it? They’re cool beans! They’re, like, the Run-DMC of coffee beans. Because they’re brown and the one in front is wearing a gold chain and also they can’t spell. Wait, is that not what you meant? Sorry, I went to college in the 90s, maybe I’m being a little overly PC here. I’m fine. Making fun of other cultures Hip-hop sells beer.

But wait. Wait wait wait.

What the hell is this? Hostage? And THAT’S the label? Tying people up and holding them hostage sells beer? Great, I’ll take two Ariel Castro Ales. (Too soon?) Fuck, dude. You can’t say “kush” or “kronic” on a beer label but you can do THAT?

Not funny. Not clever. Not good marketing. Just icky.

That is all.

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Imagine a brewery here. Part 3: Rockridge-Temescal Greenbelt

In today’s tour of the lost breweries of Oakland, we discover a new-to-us bit of green space and a reminder to not abuse our kidneys any more than we already do.

Co-Operative/Independent Brewing Company: 487 Clifton Ave

New breweries weren’t always reported with the breathlessly excited tone they often are today. Just take The American Brewers’ Review volume 25 (July 1, 1911): “The Co-Operative Brewing Co., at 55th and Clifton Strs., has nearly completed a modern plant at a cost of $50,000. George Roehm is the manager.” (I know, brewers, you’d love to get started for 50K).

There is no such intersection as 55th & Clifton today, but as I’ve mentioned before, streets get renamed and renumbered in a century. I can’t find any other reference to this brewery being called “Co-Operative” so it must have changed its name to Independent pretty quickly. It opened for business in November 1911.

Independent’s founder George Roehm was apparently a stand-up guy and has a bio in the scintillating volume Past and Present of Alameda County, California Volume 2. He was born in Wittenburg, Germany in 1872, went to school until he was 14, then got a brewery apprenticeship. (Times have changed!) He emigrated to San Francisco when he was 21 and worked at the South San Francisco Brewery, then moved to Oakland in 1899 and worked at Anchor Brewery (the one in Oakland. More on that later) until founding Independent in 1911. He go married back in his hometown in 1900 and had two sons who his bio notes “are attending the public schools.” Other old-timey tidbids:

He gives his political allegiance to the republican party and belongs to the Schwaben Verein, the Fraternal Order of Eagles and the Foresters. Mr. Roehm is a man of many sterling traits of character, reliable in business and progressive in citizenship, and has gained the confidence, good-will and esteem of all who have been in any way associated with him.

I imagine our modern-day fascination with male brewers’ scruffy beards and female brewers’ everything is going to sound equally quaint in 100 years.

Details about Roehm’s brewery are more scant. In its later years it added “and Malting” to the name, so I imagine it diversified. It seems the more famous Independent Brewing of the day was in Seattle, and there was yet another in Pennsylvania. The Independent name is being revived in Oakland today by local brewing veteran Steve McDaniel.

There is no 487 Clifton anymore, but there’s a section of the Rockridge-Temescal Greenbelt across the street from even-numbered houses whose numbers aren’t too far off, so we guessed that’s right around where Independent used to be.

487Clifton

Photo: Eric Pietras

Either there or at the dialysis center. I can’t hate on a place offering services people need to, you know, not die…but it’s still a little bleak.

Dialysis

Photo: Eric Pietras

There’s still beer of varying quality in the area, with Kingfish and The Avenue to the southwest and the many watering holes of Rockridge’s College Ave not far to the east.

If anyone knows more about this mysterious brewery, let me know…

NoDogs

Photo: Eric Pietras

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