This is Not Your Father’s AB InBev
I first got into homebrewing in the early 1990s after I spent a year studying in Scotland. While I was there, I traveled the continent and tried a huge variety of beers. Coming from the United States, I found European beer totally mind-blowing. I discovered malty 90 Shilling Ale in Scotland, well-balanced bitters in London, refined and wine-like Trappist ales in Brussels, bready and clove-y Hefeweizens in Germany, and hoppy and robust golden pilsners in Prague. It opened up a whole new world: I had no idea there was so much diversity of flavors and experiences out there to explore.
In 1993, I found myself back in the States. Apart from a handful of visionary brewing pioneers, the United States was largely a beer desert. It was in that environment that I started a small homebrewing shop that I named Northern Brewer.
Northern Brewer’s mission was to educate our customers about the amazing diversity of international beer styles and to help people brew those beers on a hobbyist-scale. It was quite a challenge to convince somebody to brew a lambic, a stout or an IPA when 99% of the beer being sold was an American lager made with corn or rice.
But an amazing thing has happened over the past 20-odd years. Everything has changed.
Today, whether you are in New York or Memphis, you can’t go into a restaurant without finding a variety of delicious, interesting, and often locally-produced beers on the beer list. Everybody, everywhere is demanding better beer. It is clear to me that homebrewers drove this change, transforming the United States into the most exciting and dynamic beer scene on the planet. And who are the proprietors of the thousands of new local breweries? Homebrewers like you and me.
So when I sat down recently and thought about our 20-year old mission -- particularly the part about educating people about beer -- I began to look around the office for a spot to hang the “Mission Accomplished” banner. And then the phone rang. On the other end AB InBev, the world’s largest brewer and parent of Anheuser-Busch. As you might imagine, I was more than a little skeptical that we would have anything at all to talk about.
What I soon realized is that this is not your father’s AB InBev! It turns out that the world’s largest brewer has also seen the light -- which is something that was unfathomable even 10 years ago.
Our relationship with AB InBev is already paying dividends. We’ve joined the brewers at Goose Island to make an authentic homebrewed version of their wonderful Milk Porter. This is just the first in what will become a regular series of partnerships with brewers across the country. If there are particular beers, styles or breweries you’d like us to work with, send us an email or give us a call. We want to hear from you!
We’ve also been working with the AB InBev team to source ingredients that have never before been available to North American brewers. Southern Star -- a unique, pleasant hop variety bred and grown in South Africa will be available later this month. You won’t find this hop available anywhere but Northern Brewer! We are also on a mission to bring European craft recipes to American shores through an exciting new program this year, and this is just the beginning.
AB InBev understands that today’s beer drinkers are looking for creative, flavorful beers that are produced by local breweries, often in settings like neighborhood tap rooms and brewpubs. And they are transforming their company to deliver that experience.
Over the past five or six years, AB InBev has assembled a truly remarkable portfolio of craft beer brands. While many craft beer fans were justifiably concerned that the world’s largest producer of “macro beer” would destroy these beloved breweries, they have in fact been allowed to operate independently and far exceed their dreams for reaching new levels of innovation with their styles and serving more beer lovers. When we agreed to join AB InBev, we did it so that we could continue our mission with a partner that shares our values about what beer can be. We want to enable tomorrow’s brewers to unleash their creativity and continue to drive the brewing culture -- not only in the United States but throughout the world.
For our customers, of course, we need to continue to earn your trust every day, just as we have since I started this business 23 years ago. Northern Brewer is still dedicated to helping you unleash your creativity and passion for great beer. We know the freshest and most exciting beer you will have this year is probably one that you made yourself. Knowing we will be moving forward in our mission with the proud backing and full support of our partners at AB InBev fills me with tremendous optimism for the future ahead.