Budweiser Can't Stop Mocking Craft Beer; People Are Aging Beers Like Wine

Plus, sales of Joe Paterno-themed beer crushes expectations.

— Connoisseurs are starting to treat beer more like wine. According to the Denver Post, a growing number of beer enthusiasts are cellaring their beer collections. With cellaring comes the aging of beers, and a number of craft breweries are getting in on the trend. California-based company Stone Brewing even makes an India pale ale with a "best after" date to encourage aging. Beer expert Patrick Dawson tells the paper that aging beer is "the next frontier that people are looking for." He adds, "There are flavors ... that you are typically not going to encounter in a fresh beer." If you're too impatient to age beer but still want to get in on a trend, there's always boozy root beer.

— The beer created in honor of former Penn State football coach Joe Paterno is proving to be incredibly popular. The makers of the beer — Pittsburgh-based Duquesne Brewing — only expected to sell 500 barrels of the Paterno-themed beer by September. Already, the brewery has received orders for 2,800 barrels. The family of the famed football coach collaborated with the brewery on the red lager. The beer — which has yet to hit stores — will also be sold in bars.

— Budweiser can't stop picking on craft beer: Months after the company aired its Super Bowl ad mocking craft beer drinkers ("Let them sip their pumpkin peach ale. We'll be brewing us some golden suds"), it continues its campaign against microbreweries. In April, Budweiser ran another ad belittling craft beer before it tweeted out last week an image of a guy hold a pack of Budweiser featuring the American flag with the caption: "Nobody cheers for the guy who brings a watermelon wheat beer. #ThisBudsForYou." Fortune notes that the internet tweeted out a steady stream of disapproval but that this may be what Budweiser actually wants: "Every time the craft beer world gets worked into a lather over one of these spots, it helps spread the Budweiser name." Will this stop the craft beer boom? Not at all, but it may convince a few Bud drinkers to put down the craft beer cans.

from Eater - All http://ift.tt/1VwEAHy
via IFTTT