4 Mistakes New Homebrewers Should Avoid

Hey guys! I’m spending the day homebrewing with my bro so I invited Blake Daniels, an avid homebrewer, to do a write-up on his insight and experience. Have a great Friday and follow me on Twitter for brew day updates!

Take it away, Blake!

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4 Mistakes New Homebrewers Should Avoid

 

Who isn’t brewing these days? It seems like every time I turn around, another friend has picked up (or unwrapped) a shiny new starter kit.Their interest and enthusiasm is a beautiful thing. The first beer they brew probably won’t be – but that’s to be expected! I’ve met quite a few accomplished homebrewers in my day and not a single one of them has accrued their mass of awards with raw talent alone.

 

It’s no secret that the more you brew, the better you get. When something goes right, you figure out why. When something goes wrong, you know what needs to be improved for the next batch. You realize when to follow instructions and when to disregard them. You gain the confidence to try new things. Sometimes you succeed and sometimes you fail, but you always learn.

 

Unfortunately, when it comes to brewing, that learning curve can cost a lot in lost time, money, and beer. That being said, the more we can learn from the mistakes of the brewers who have come before us, the better off we’ll be.  

If you’re just getting started, make sure to read the rest of this post carefully – unless you’d rather learn on brew day, the hard way.

 

Mistake 1: Not Doing Your Homework

If there’s one thing I’m adamant about when giving a new brewer advice, it’s this: buy yourself a copy of John Palmer’sHow to Brew: Everything You Need To Know To Brew Beer Right The First Time and don’t brew until you’ve read it. All of it.

Sure, there are plenty of free downloads out there but trust me; not reading the real thing will cost you. Don’t think of it as another paperback to add to your library, think of it as an essential guidebook that’s been specially crafted to help new brewers develop a comprehensive understanding of brewing ingredients, beer styles, recipes, and processes.

 

Mistake 2: Not Taking Sanitation Seriously

If you don’t like cleaning, homebrewing may not be the best recreational activity for you. In fact, my experience has taught me that the two most crucial parts to brewing a good beer are sanitation, and strictly controlled temperature. The temperature rule comes with a little bit of wiggle room but the sanitation thing – not so much.

Star San and a healthy amount of elbow grease are your friends, contamination and infection are not.

 

On brew days, I personally prefer to keep a bottle of sanitizer handy and spray everything before it’s used – and when I say everything, I mean everything – including the thermometer, hydrometer, and even my hands. When it comes to something as important as beer, it’s always better to be safe than sorry.

 

Mistake 3: Going Too Big – Too Soon

I’m talking about batches here, and it’s always wise to start small. A lot of brewers want to dive right into making five gallon batches but there’s much to be said for brewing one gallon at a time. If you pick up a one-gallon starter kit, there’s more room for experimenting and consequently more room for errors. Having something go wrong with a one gallon batch is approximately five times less devastating than having that same issue with a five gallon batch. Once you master a one gallon recipe, go ahead and go big – but in the meantime, know that there’s absolutely no shame in making less.

 

Mistake 4: Not Focusing on the Task at Hand

Brewing buddies are nice to have and while it’s incredibly tempting to drink beer with them while you work, it’s not entirely advisable. Opening one or two bottles isn’t the end of the world but I’ve heard too many sad stories about homebrewers who have ruined their own beer by being too focused on someone else’s.

 

Now, don’t let these warnings scare you. Homebrewing is an incredibly fun, incredibly rewarding hobby. It’s also one of the friendliest! Join a homebrewing organization, read more blogs, connect with other brewers online, and make sure to ask questions. There are countless home and professional brewers out there who were once in your shoes. When it’s done in the name of beer, people love to share!

 

Happy brewing and welcome to the club.

Blake Daniels is a stay at home(brewing) dad with a passion for the simple things in life. On any given day, you’d most likely find him wrestling with his boys, cooking a gourmet meal for his wife or brewing a batch of beer in the garage.

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Link N Hops Giveaway!

Hey everyone! In case you haven’t noticed, I don’t live in California anymore, but I know I have tons of beer-loving readers who do. Link N Hops was one of those magical places that I never actually was lucky enough to visit, but it was always one that I wanted to go to: 18 different types of meat-lovers sausages, 6 types of vegan sausages and a long and beautiful list of beers featuring both from the US and overseas.
linkLink N Hops is having an Oktoberfest THIS WEEKEND and has generously offered to give me two free tickets (each with a +1 attached so you can bring a buddy) to readers who are over 21 years of age and will be in the Atwater Village area this weekend. Enter the Rafflecopter giveaway below and I’ll be choosing those two lucky winners on October 18th around 12pm. You will be required to show ID at the door to receive your tickets. You will receive tickets to only one of the two sessions.

a Rafflecopter giveaway

More details are featured below. Check it out and good luck!!!

LINK N HOPS OKTOBERFEST!

Saturday and Sunday, October 19th and 20th, from 1 pm-5 pm each day

Join us for our first annual Oktoberfest as we celebrate the fall
season with craft beer and great food for two days in a row in Atwater
Village!

Sip on a variety of seasonal specialty beers by four amazing Southern
California breweries and munch on a savory sausage with Belgian fries.
Enjoy the cooler fall weather of Los Angeles at Atwater Village’s own
sausage and craft beer spot, Link N Hops.

Each brewery will feature Oktoberfest- or Fall-inspired specialty
beers like Pumpkin and amber ales. The breweries involved include
Bootleggers, Hangar 24, New Belgium, and Golden Road.

The Link N Hops Oktoberfest is all about promoting local craft beer
and delicious quality food with a variety of options including vegan
and gluten free.

A $27 ticket gets you six tasters of 6 ounces each, plus a food
option, which includes a sausage sandwich plus fries (one day per
ticket).

A $20 ticket gets you six tasters of 6 ounces each (no food, one day
per ticket).

There will also be a classic car show in the parking lot of Link N
Hops on Saturday, October 19th – More info on that HERE.

PRE-PURCHASE TICKETS HERE

Buy today! Prices go up to $37 and $30 respectively at the door.

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GABF 2013

I honestly didn’t think I would be able to attend the Great American Beer Festival this year. I didn’t realize I’d live in Colorado at this point, so I didn’t even bother trying to get tickets. Lucky for me, I know some awesome, ridiculously helpful people who found a members-only session ticket. 15 hours before the session began, I was in Fort Collins, doing a wonderfully shady ticket purchase inside a bustling brewery.
am19But let’s rewind to Friday.
am6I drove down to Denver for the Pink Boots Society meeting!
am4The founder, Teri Fahrendorf, hosted us at the Vine Street Pub and Brewery. The waiters came around with pitchers and we got down to business.
am3We enjoyed the Sweet Lady Collaboration Brew #3 – Whackalicious extra pale ale. The ladies get together to brew these beers and the proceeds go towards the PBS scholarship fund.
am5Jessica Heidrich, the head brewer at St. Erik’s Bryggeryi in Stockholm, was the first recipient of the PBS scholarship and spoke a little about her experience with the online Siebel course and her background.
am11Kim Jordan, the CEO of New Belgium, also stopped by to give a little insight to her position at the brewery and spoke highly of all of her employees. “Brand is the emotional connection with the consumer.”
am7Charcuterie plates were brought out, courtesy of the amazing Vine Street Pub.
am9am10The owners of the mobile canning service “The Can Van” spoke about their company based out of San Francisco and the benefits to owners of smaller breweries who either can’t fit or afford a canning line, as well as their ability to can smaller batches since they have a lower minimum purchase than other canning services.
am15We took our traditional group photo and then got to networking.
am14Lotsa ladies! It was wonderful to get to see half of the Beer Chicks, Christina Perozzi and Cambria of The Bruery again!
am13Lotsa swag for the raffle!
am12And some amazing brews brought for the bottle share. After the meeting ended, I headed over to TRVE Brewing to meet up with some of my California folk who were in town for GABF.
am16Ladyface Ale Companie! We enjoyed some heavy metal brews, talked to the female brewer who was on site, then headed over to yet another wonderful brewery.
am17Great Divide! I love this place.
am18And I love this woman! Katie’s my beer nerd soulmate with the happiest personality I’ve ever met. After I dropped them at their hotel, I sped up north for the aforementioned shady ticket deal.
am28NOW for the GABF recap!
am20On Saturday morning my bro and sis-in-law picked me up bright and early and we headed back down to Denver. I was given a roll of string and a bag of pretzels to create some beer art/necessary sustenance. We arrived at the convention center and I started to feel slightly panicky as we strolled past sign after sign that said “NO BACKPACKS ALLOWED.” I was wearing my CamelBak. We were miles away from the car.
am23Praise the Lord, the head security guard was kind enough to let me in. I had to empty all of the water into the street and show them that my backpack only contained camera equipment and they let me slide on by. We walked up the stairs through a band of bagpipers who played us into the hall, then picked up our glasses. Go time.
am21We headed straight for the far end of the convention center to beat the lines.
am22So. Many. Breweries!
am24Look who I found! Lauren is the writer of Me and the Mountains – a wonderful blog full of hiking, foods and craft beer that I’ve been following for about a year. I heard she was working at the GABF and had to swing by to say hi to her and Paige who were working the KIND bar booth.
am31Blog buddies! So wonderful to meet you in person, Lauren!
am25My group (we’d expanded from the three of us to about six) stocked up on the free KIND bars and continued on.
am29Goose Island Bourbon County Brand Stout. Possibly not the best beer to start on. We followed it up with a bunch of sours and basically wrecked our palates. We’re SMRT.
am30The lines started to get ridiculously long, but they moved through pretty quickly.
am26Ladyface and LAB repping Agoura Hills!
am34And I ran into LAB Brewing’s brewer, Roger! I’ve missed him and his Schwarzbier so very much!
am33I was hoping to record and document all of the beers that I tried, but got caught up in simply enjoying myself and hanging out with wonderful new friends.
LP2The Liquid Poets Society – the homebrew club of Fort Collins, and soon to be MY homebrew club!
am35The session closed after 4 hours of delicious sips. After saying hello to friends at The Bruery, Kinetic Brewing and Bravery Brewing amongst many others, we left the building and went in search of food. Lots of food. Lots of Mexican food. And then we went to Falling Rock Taphouse, where it got even crazier.
am36Lost Abbey’s Red Barn. Yessssssss!
am37Matthew modeling awesome can art by Lauren of the beer blog Napa of Beer.
am38My fellow Verboten Sister Ingrid and Cy.
am40Travis, me, Bill and Bill. There were soooo many Chivers at the fest!
am39And this is how the rest of the night went. After a few hours the remaining four of us wandered back to the hotel for one final beer and then I crashed in the hotel room that Ladyface graciously offered to share. I am beyond grateful for them and their kindness!
am41This morning was a little painful, I’m not gonna lie. I walked across the street to Caribou Coffee for a soy pumpkin chai and breakfast sammich. Travis and Kara picked me up in downtown and we headed out for breakfast (For them. I’d eaten my sammich soon after I woke up at 7:30am. Ugh) at Ale House before stumbling across Prost Brewing as we began our drive back north.
am42We were there before they were open, but the staff kindly allowed us in and gave us a tour of the 35bbl brewery. All German brews on a German brew system. I will be coming here on a future weekend, relax in the bright and open taproom and have a Maß of their Marzen Oktoberfest.
am43I don’t know why we did this, but we did. And this was less than an hour after Travis proclaimed, “I am never drinking again. Well, at least for today”. It felt rude to get a free tour and not support the brewery. You know that saying “hair of the dog”? It doesn’t work after the Great American Beer Festival. I will vouch for that, and I can’t wait to go back next year!

Have you ever attended GABF or any other awesome beer fest?

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Hike, Rehydrate, Refuel

I can’t get over it. My town. Yesterday morning, I went on a six mile hike through Devil’s Backbone and was rewarded with amazing views and achy legs. And we spotted a missing black llama that the rangers told us to keep an eye out for. That was weird.
am12It was wonderfully chilly. I love cloudy days.
am10My spastic hiking buddy. He got so dusty I had to bathe him after and the water was pink.
am11Streaks of red rocks as far as the eye can see.
amI’ve found that beer is a great way to rehydrate after long hikes. I visited Loveland Aleworks to try their cask Premium English Bitter – smooth and creamy, served at the perfect cellar temperature with soft notes of biscuit and a nice hint of herbal hops on the nose. Very delicious. And hydrating.
am1To celebrate GABF week they gave away a pint glass to the first 20 people to order a beer on Wednesday.
am3Boom. Free glass! My cabinets are overflowing with glassware, but I can never turn down repping local.
am2Each day they’ve been releasing a new beer.
am4I got a taster of the Abbey Grand Cru – 9%ABV, full of rich raisiny flavor, roast and toffee with a hint of alcohol warmth. It’s an easy drinker, so beware all you bikers and drivers who are lucky enough to snag some before it’s gone!
am8After Loveland Aleworks I went on a happy hour date with my mumsie! Now that we live in the same state again, it’s been wonderful to get some girl time in. We stopped by Next Door down the main street in Loveland and started off with a Not the Irish red ale from Verboten Brewing.
am5Braised short rib pintxos with pickled onion, cotija cheese and au jus. Holy heaven.
am6This could honestly be my last meal on earth and I’d be happy – fall-apart tender short ribs topped with salty cotija cheese, sweet pickled onions which balanced the umami of the dish perfectly, and a dash of spicy horseradish to finish. Mumsie got the vegan quinoa mushroom burger with a side salad. I stole of a bite of hers. I may have forgotten to offer to share mine…
am7We finished it off with another vegan surprise – chocolate coconut mousse drizzled with coconut rum caramel. Needless to say, we lingered for a while in our seats by the window watching the hanging lights began to illuminate as the sun slowly set before waddling back to the car and driving home in a food coma. It was so worth it.

This morning I’m headed down to Denver for the Pink Boots Society meeting! Unfortunately I wasn’t planning on living in Colorado at the time tickets went on sale, so I’ll be missing out on the full GABF experience until next year. Le sigh. Luckily I still get to rub elbows with all the ladies of beer and see some of my favorite Cali brewers! Happy Friday!

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My Little Town

My little town is wonderful. As are all the towns around it. Since moving here, I’ve been exploring every nook and cranny and loving it.
amA shared flight at Verboten Brewing in Loveland.
am2Vegan nachos with cashew cheese at Tasty Harmony in Fort Collins.
am10I found this 2009 (!!!!) Angel’s Share in the local liquor store, just chillin’ there, waiting for someone to realize its worth. That baby went straight to the cellar after the moths fluttered out of my wallet.
am9A flight at City Star Brewing in Berthoud.
am5Motorcycling around town and through the backcountry and mountains. Happiness.
am1The simple things like being home on a cold and rainy day with a blazing fire and a glass of pumpkin ale.
am3Sleepy puppy on the drive home from a playdate with his brother.
am6Sleepy puppy still worn out from playing with dogs three times his size.
am7Awake puppy interested in a perry.
am13New camera lenses.
am11Hockey season! I was a diehard Colorado Avalanche fan for years when I lived here before, and now that I’m back, I’m diving in headfirst.
Screen shot 2013-10-09 at 8.29.34 AMI most definitely got that “Guys Night Out” deal. Avs vs. Red Wings with a beer and t-shirt? Give me the worst seat possible, I wouldn’t miss that game for the world! Now I just have to figure out where I packed my fake mustache. And no, I’m not kidding.
am14I’ve found that the best way to truly enjoy a hockey game is with my Pumpkin Mac ‘n Cheese. With bacon. Bacon makes the world go round.
am15My new camera bag I found at Jax! After my stupid Nikon bag buckles broke and dropped by beloved camera to the ground, I’ve been in search of something more secure. While this Kavu bag isn’t technically made for cameras, it happens to fit a camera and two lenses in two separate compartments with foolproof zippers.
am16And the strap is made of climbing rope. Awesome. I think I’m in love.

What’s your favorite part of your little town?

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Pumpkin Spiced Maple Kettle Corn

We had our first snow of the season this morning!
snow1We only got a quick flurry that melted almost immediately up north, but I’ll take what I can get!
snow2The mountains have a wonderfully chilly coating that we’re hoping will stick around. Since the pup doesn’t appreciate taking breaks from his daily walks due to weather, I threw on a hat and fuzzy gloves and braved the freezing air. Once we were back in the warm house in front of the fireplace, I started a crockpot split pea soup with ham shanks and then got to business on a recipe idea that’s been dancing in my head since I saw the first bottle of pumpkin beer on the store shelf.
am1[gmc_recipe 5995]
popcorn2This popcorn is a perfect blend of salty and sweet, with a wonderful hint of warm spice. I’m off to enjoy the snowy view with a hot bowl of homemade soup. Happy Friday!

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Autumn Recipe Roundup

Happy October! We’ve got some new fun things going on here at Bites ‘n Brews! I put together a page with all of the recipes I’ve created so far (the tab at the top right of the homepage) that you can print out and use.
Screen shot 2013-10-02 at 8.52.14 AMSince it’s autumn, here are a few recommendations of recipes you should definitely be making this month:
PumpkinPumpkin Pie Oatmeal
Butternut SoupProtein-Packed Butternut Squash and Leek Soup topped with Spicy-Sweet Roasted Squash Seeds
Bite MeBite Me Chicken and Brown Rice Stew
AppleSticky Apple Pudding Cupcakes
punkinPumpkin Mac ‘n Cheese
friesMaple-Sugared Grilled Sweet Potato Fries
AMA1-1024x678Pumpkin Cinnamon Chip Bread followed by Pumpkin Cinnamon Chip Bread Pudding
Screen shot 2013-10-02 at 8.54.06 AMPumpkin Cornbread

There are a few more over on the recipe page, so go check it out! Happy autumn!

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Protein-Packed Butternut Squash and Leek Soup

It’s the last day of September and I think it’s past time to start in on copious amounts of deliciously warming autumn recipes. This soup is from an adaptation I made three years ago on the blog, but this time I added red lentils for a punch of protein – a perfectly rounded out vegan dish.
AM[gmc_recipe 5526]
Butternut SoupI garnished this with my spicy-sweet roasted squash seeds, also from an old blog recipe, and paired it with one of my favorite pumpkin beers – Elysian Night Owl.
AM4And now, I’m off to enjoy this gorgeous day with a mountain bike ride! Happy trails!
manana

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Scotland

After two days in Amsterdam we boarded yet another plane –  this time to London Heathrow followed by one more to Edinburgh, Scotland.
amThere, we rented a car with the steering wheel on the right side, pulled out of the parking lot, screamed quite a bit at the oncoming traffic until we swerved back over to the left side of the road, and relaxed just in time to arrive at our bed and breakfast for the night.
am16All of that city driving on the wrong side of the road was stressful. We needed to relax. We hailed a cab and were shuttled over to BrewDog.
am18Every booth was full and the bar was lined with thirsty revelers.
am15We grabbed a flight.
am17Every beer they offered, plus a small sip of Dog B – an imperial stout that comes in at 15.1%ABV.
am19Dinner was the charcuterie plate since they were unfortunately out of pizza dough. No brewery tours were taken, but we all loved the atmosphere of the tasting room, and the beer was blissful and powerful. We strolled back to the B&B through the chilly rain and fell asleep to the creaking sounds of the radiator.
am42French press coffee for breakfast. Have you ever tried oatcakes? They’re like really thin horse treats. I don’t recommend them…
am14After breakfast we screamed our way down the road to visit the Edinburgh Castle.
am20The grand entrance full of people taking selfies.
am23The house on the right is an actual residence. Nothing like waking up to tourists peering in your windows!
am21The beautiful view looking out over the defense walls.
am24The front of the grand hall. We got to see the actual crown jewels and Stone of Destiny. No pictures were allowed of those, unfortunately.
am25Dead puppies, dead puppies, dead puppies aren’t much fun. (Pet cemetery).
am22After a few hours and large soy mochas, we hopped back in the car to head over to our final destination: Oban.
am1We passed by too many castles and fortresses to count.
am2The roads in Scotland are narrow and windy with no shoulders and a speed limit of 60mph. The view was beautiful when I was able to tear my eyes away from the windshield.
am3We pulled over for a breather and for lunch at a little standalone building on the side of the road.
am4The Golden Larches.
am6Quaint and cozy inside. It was wonderful to warm up and escape the rain that was yet again falling outside. Who would’ve thought: rain in Scotland.
am5Toasties! After having one in Amsterdam, I had to get another.
am7Tuna melt with crisps. Simple and delicious.
am8Beautiful restaurant, friendly owners and delicious food. That’s all you need.
am9We weaved through the canyons, past train bridges and dozens of lochs.
am26We arrived at the adorable Dalrannoch Farm bed and breakfast run by the sweet Irene and her husband Fred. Not a bad view.
am27We unpacked our things and drove up the road a few miles to the Creagan Inn for dinner.
am28Baked goat cheese salad with walnuts and balsamic drizzle. No haggis or blood pudding was consumed on this trip.
am29And some local brews.
am30My shower at the B&B was a disco party. Awesome.
am10We went to downtown Oban the next day.
Oban DistilleryWe visited the Oban Distillery and grabbed a few bottles to take home with us as gifts. Gifts for us AND gifts for others.
am11For lunch we went to Ee-Usk – a seafoodery overlooking the harbor. Fyne Ales for lunchbeer – everything we tried on this trip was sessionable except for BrewDog. We were even warned by one of the waitresses that “this beer is quite strong. It’s about 5.4%”. Hehe, Europeans are so cute.
am12And fish ‘n chips for foods. The pouring rain and icy winds continued, but with the wonderful brews and hot air, we didn’t mind.
am31Eggs at the grocery store. Outside of the US and Canada, very few countries refrigerate their eggs. These were sitting in the aisle next to the bread.
Seal ColonyWe worked our way up the coast a little and arrived at the Dunollie Castle – ruins located right down the road from the town. The sun finally broke through.
am13The son of the current clan chief still resides at the house built on the lands back in 1745.
Castle1Inside the ruins.
Castle2The stairs leading up to the third level were blocked off for safety reasons.
Castle ViewOne of few walls remaining.
Castle View 2Yet another beautiful view.
Castle View 3
Cross
Oban ViewThe next day, we drove farther up the coast to visit Loch Ness and Nessie.
Loch NessBreathtaking. Between the drive and the views, I was out of oxygen.
am40A castle tower peeking through the eucalyptus trees.
am39We had lunch at the Boathouse Restaurant.
am32No sign of Nessie. Perhaps next time.
Island CastleOn the way back to the farm, we were met with another stunning view of yet another castle. This one is on the island in the middle of the bay, and apparently you can walk to it during low tide.
am44Our final dinner in Oban was spent at The Glue Pot – tough steak and onion rings accompanied by McEwan’s Export Scottish Ale and a glass of single malt Miltonduff. We drove back to Edinburgh the next morning to prepare for our flights home the following day.
am35One final European hurrah – Cask and Barrel Southside in downtown Edinburgh. Eight casks and eight taps.
am33So many beautiful beer engines!
am34So pretty!
am37I got a Deuchars IPA on cask. Silky smooth and cellar temperature.
am38Followed by a Dark Munro.
am36This was possibly my favorite beverage place of all. We curled up in the corner and spent the afternoon people watching while slowly savoring our beers.

And so sums up my trip to Europe! Stay tuned for some new recipes coming up next week! Prost!

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The Heineken Experience

The Disneyland of Amsterdam. The Heineken Experience is basically a 90 minute marketing ploy, and they do it so well.
AMAfter we hopped off of the canal boat, we walked down the street and into two separate Heineken offices that were so fancy we thought they were the museum, until we finally found our way into the true location.
AM2After you weave down the long hallway, past a digital bar with a digital bartender explaining a little of the history, you get to see some of the original artifacts from the beginnings of the brewery.
AM3And then it gets weird. I heard a creaking sound and a booming voice and looked up. In the style of Disney, a video of and actor portraying Gerard Adriaan Heineken began playing, talking down on us as if we were in a fermentor.
AM4The do-it-yourself tour continues through the museum with information boards about the history…
AM5Old flip top bottles…
AM6The original brewniforms…
AM8The evolution of coasters…
AM9And then you emerge into the former brewery where you can look into the mash tuns, lauter tuns and boil kettles and watch an informative video about what occurs in each one.
Screen shot 2013-09-24 at 7.10.44 AMThey also give you samples of wort. Yup, tastes like sugar water. We skipped the section where they explain the ingredients of beer and continued upward.
AM10I was wondering why the brewery smelled like a farm! The stables right outside house the Heineken branded Shire horses. Immediately after is the 3D ride where you “become the beer”. You stand on a platform, hold tight to the bar in front of you and are shaken as they mill, mash, boil, ferment, bottle and pasteurize you. Basically, the platform shakes, shifts and bounces while they alternate between squirting water on you, turn on heaters above and release “fermentation” bubbles. Not the most exciting “ride”, but entertaining nonetheless.
AM11Then it was time to learn how to taste beer. According to the Heineken crew, the head of the beer is there solely for the purpose of  “protecting the beer”, and they cut the head with a “beer foam skimmer” to help retain it… Interesting theory…
AM12We looked at the color, took a quick sniff, raised our glasses and sipped.
AM13“How does it taste?” Asks crew member #15. “Sweet! Refreshing! Bitter!” Yells the crowd.
AM14After the tasting session, we sat in a miniature movie theatre and watched some of the commercials they created for the different sports and movies Heineken has promoted. These were truly impressive and entertaining: each was like a mini-adventure movie that went on for three minutes.
AM15More large playrooms awaited, full of flashy branding.
AM16They had a DJ booth where you could spin your own mixes…
AM17A “club room” to feature their new stainless steel bottles…
AM18Regular lighting…
AM19And black lights!
AM20A screen that follows your movements in flashes and swirls of light…
AM21A pouring game where you can test your skills…
AM22Boom.
AM23Creepy claymation from a movie they made on the history of the brewery…
AM24And the bar! At the entrance they gave us wristbands with three tokens on them. Two for beer and one for a free bottle opener.
AM25Since we’d begun the tour half an hour after they opened, we were able to snag a booth and avoid the massive crowds we saw piled up as we left.
am29So yes, it’s a big marketing trip from a mass-production brewery, but I still had a wonderful time and enjoyed every aspect, especially being able to try the beer from the source. I’m a beer nerd, not a beer snob.

Except for that whole “beer foam solely protects the beer” thing where they didn’t mention the importance of the head holding the aroma. I’m a little snobby about that.

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