All posts by The Beer Professor

Neil Reid is Professor of Geography and Planning and Director of the Jack Ford Urban Affairs Center at the University of Toledo. He studies and writes about the beer industry.

Craft Beer And Hops

This is my third blog entry that deals specifically with the topic of hops. You can read the other two entries here and here.

Hops are one of the four essential ingredients of beer – the other three are water, malted barley, and yeast. As such, hops serve a number of functions. First, they act as a bittering agent. Second, they contribute to a beer’s aroma. Third, they have preservative qualities. There are three basic types of hops – alpha, aroma, and dual purpose. The primary function of alpha hops is to provide a beer with its bitterness, while aroma hops, as the name suggests, contribute to the aroma of a beer. Dual purpose hops combine bittering  and aroma characteristics.

I’ve been reading quite a bit about hops recently, as well as looking at some data, trying to identify how demand for hops might be changing in response to the growing popularity of craft beer. This interest stems from a project funded by the U.S. Department of Agriculture. The project, which includes colleagues from Rutgers University, Pennsylvania State University, and Simon Fraser University, is concerned with isolating the existence of what are termed agricultural clusters in the United States. As a piece of this much larger project, I have been looking at the impact that the growth of craft beer has had on the hops industry. In my research, I believe that I have identified three major impacts:

  • An overall incease in demand for hops
  • Demand for a greater diversity of hop varieties
  • The geographic expansion of hop production, out of the industry’s Pacific Northwest core.

Let me now examine each of these in turn.

Incresed Demand for Hops

Not surprisingly, the volume of hops produced and used in a given year varies. A number of factors impacts these volumes, including weather conditions and fluctuations in demand from breweries. The chart below shows the number of pounds of hops held by growers, dealers, and brewers on March 1, for each year between 1948 and 2018. What is particularly noticeable about this graph is the sharp increase in hop stocks held by these three groups, starting in 2011. This increase corresponds quite nicely with the significant increase in the number of craft breweries that started around the same time (see second chart).

So why might more craft breweries result in an increased demand for hops? Well, a major reason is that many of the styles of beer brewed by craft breweries use more hops than the beers produced by macro-brewers such as Anheuser-Busch. A typical craft beer (if there is indeed such a thing) contains up to five times more hops than a macro beer. The first chart below shows the number of pounds of hops used to produce a keg of different styles of beer. Lagers and pilsners, the most common type of beer produced by macro-brewers, use 0.19 and 0.31 pounds of hops per keg respectively. All of the other styles of beer shown (except Ambers and Hefeweizen) use more hops. For example, IPAs use a pound of hops per keg, while Imperial Stouts  and Imperial IPAs use 0.87 and 3.8 pounds per keg respectively. As the second chart below shows, IPAs (which tend to use a lot of hops) represent over twenty-five percent of the American craft beer market.

Source: USAHops

Demand for Greater Diversity of Hop Varieties

Another feature of craft breweries is that they tend to use a greater variety of different types of hops than macro-breweries. As noted above, there are three basic types of hop – alpha, aromatic, and dual purpose. Macro-brewers, such as Anheuser-Busch, use primarily alpha hops when brewing beers such as Budweiser. Craft brewers, in contrast, use larger amounts of aroma and dual purpose hops. For example, an examination  of types of hops harvested in the state of Washington (the country’s leading hop producer) in 2007, shows that 73.2% of the harvested acreage were alpha hops. By 2017, alpha hops accounted for only 26% of the harvested acreage in the state. In contrast, aroma and dual purpose hops accounted for 40% and 25.9% of Washington hops in 2017, respectively (the numbers do not add up to 100% here because data disclosure rules meant that there were some hops that could not be placed in one of the three categories). This represents a fundamental shift in hop production, which reflects a fundamental shift in demand.

Another way that I analyzed the hop data was to examine what I term the Four Hop Concentration Ratio. This is a simple number that indicates the percentage of hop production accounted for by the top four hop varieties. Again, I looked at data from the state of Washington. In 2007, the top four varieties accounted 71.1% of hops harvested in Washington. In 2017, the top four varieties accounted for only 39.1%. These numbers suggest that Washington farmers were growing a greater variety of different types of hop in 2017, than in 2007. When I examined the top four hop varieties in each of the two years, I noticed another important shift. In 2007, the top four hops harvested in Washington were Zeus, Columbus/Tomahwak,  Willamette, and Galena. Three of these four (Zeus, Columbus/Tomahawk, and Galena) are alpha hops. Only Willamette are aroma hops. In 2017, the top four hops harvested in Washington were Cascade, Centennial, Simcoe, and Citra. None of these are alpha hops. Cascade and Citra are aroma hops, while Centennial and Simcoe are dual purpose.

The demand for diversity in hops reflects the diversity of beer styles and flavors/aromas that craft brewers produce. Different styles of beer require different combinations of different hop varieties. Even within the same style (e.g. IPA) individual brewers will combine different hop varieties as they seek to attain a particular flavor profile. Particular hop varieties are suited for Brewing specific styles of beer. For example, Azacca hops, which are alpha hops and impart notes of citrus, mango, and pineapple are ideal for pale ales and IPAs.  Willamette, in contrast, are aroma hops that have floral, fruity, and herbal notes and are most commonly used in pale ales, bitters, and stouts. And of course, in the hands of a creative and innovative brewer, who knows what hop varieties will be combined with what other hop varieties, to generate exciting tastes and aromas. Craft breweries tend to be quite open in revealing the hop varieties that they use in a particular beer. In fact, displaying the hop varieties used in a particular brew, on the can or bottle, is not uncommon. My oldest daughter bought me a variety pack of beer for my birthday last month. Two of the beers were from  Platform Beer Company in Columbus, OH. One, Chasing the Horizon, was a Black New England IPA, while the other, Seeing Sounds, was a small batch IPA. On the cans were the hops used in the brewing of each beer. In the case of Chasing the Horizon, four hop varieties were used – Callista (aroma), Simcoe (dual purpose), Eukanot (aroma), and Mosain (aroma) were used. For Seeing the Sounds, the hops were Galena (alpha), El Dorado (dual purpose), Citra (aroma), and Centennial (dual purpose).

Platform Beer Company cans displays the hops used in each beer

Geographic Expansion of Hop Production 

A final trend that I have noted in my research on hops is the geographic expansion of hop production. The Pacific Northwest states of Washington, Oregon, and Idaho represent the heartland of American hop production. In 2017, these three states accounted for 95.5% of the acres of hops harvested in the United States. As few years earlier, in 2014, the three Pacific Northwest states had accounted for 97.7% of the acres of hops harvested. Gradually, in recent years, farmers in states outside of the Pacific Northwest have started to grow hops. Hops are now grown in twenty-nine states across the country. After, Washington, Oregon, and Idaho, the top three states for hop production are MichiganNew York , and Colorado. The map below shows hop growing States in 2017. Washington, Oregon, and Idaho are in red, and the orange states are the other states growing hops. The expansion of hop production outside of its core states is driven by demand from some craft brewers for locally-grown hops. At the same time, farmers see an opportunity to expand and diversify their portfolio of crops.

States Growing Hops in 2017

So, it appears that the increasing popularity of craft beer is changing the hop industry. Not only is there a demand for more hops, but there is a demand for a greater diversity of hop varieties. In particular, there is an increased demand for aroma and dual purpose hops, which, together, are now more popular than alpha hops. Finally, production of hops is increasing outside of the Pacific Northwest, as more brewers demand locally-grown hops.

Further Reading:

Schönberger, C. and T. Kostelecky. 2011. 125th Anniversary Review: The Role of Hops in Brewing. Journal of the Institute of Brewing, Volume 117, Number 3, pages 259-267.

 

 

Italy 3.0

I just returned from a few days in L’Aquila, Italy. It was my third visit to this earthquake-ravaged Italian town in the last ten months. I’d been there in September 2017 and, more recently, in May 2018. On both my previous visits I’d given talks about beer to students in the Regional Science and Urban Studies Program at the Gran Sasso Science Institute (GSSI). On this occasion, I was in L’Aquila as co-organizer of a two-day workshop on “The Geography of Craft Beer and Consumption: Local Entrepreneurialism and Tourism Development”. My co-organizers were Alessandra Faggian, Professor of Applied Economics, Director of Social Sciences, and Vice Provost for Research at the Gran Sasso Science Institute, and Giulia Pezzi, Post Doctoral Research Fellow at GSSI. The workshop was designed to provide an opportunity for doctoral students and early career Professors to present their research. Alessandra, Giulia, and myself had also lined up two excellent keynote speakers – Martin Stack of Rockhurst University in the United States and Christian Garavaglia of The University of Milano-Bicocca. Both gave fascinating keynote lectures – Martin on the history of craft beer in the United States and how to assess its impact, while Christian gave an overview of the growth of craft beer at the international level.

Beautiful L’Aquila
Christian Garavaglia talking about historical trends in the global brewing industry
Martin Stack talking about the history of craft beer in the United States

Following Martin and Christian’s lectures, Giulia Pezzi and myself presented plenary lectures on craft beer and tourism. I focused my lecture on trying to understand the motivations of the craft beer tourist and their desire to drink unique beer in unique spaces. Giulia’s lectures examined the contribution that craft beer can make to tourism in rural and remote regions.

The opening day of the workshop concluded with a presentation by Luca Marcotullio, owner of L’Aquila’s only craft brewery, Anbra. I had visited Anbra’s taproom on my last visit to L’Aquila and had been impressed with both the ambience and the beer. The brewery is a post-earthquake phenomenon. Following the earthquake, Luca decided to open the brewery, realizing that a taproom in the center of the city would provide a space where people could come, relax, and socialize with each other. In many respects, the taproom was Luca’s contribution to the rebuilding of post-earthquake L’Aquila. Following, Luca’s talk, he took questions from those us in the audience, which proved to be particularly fascinating.

The entrance to Anbra’s taproom

That evening, Luca retold Anbra’s story to interested citizens of L’Aquila, in one of GSSI’s auditoriums. Following that talk everyone retired to the beautiful outdoor terrace of the GSSI, where Luca and one of his staff members, served a selection of four Anbra beers. Following that event, myself and a couple of other conference attendees decided to head into the center of L’Aquila and enjoy a few beers at the Anbra taproom. A few beers into our visit, Luca appeared. He recognized us from earlier in the evening, and provided us each with a complimentary beer. The same hospitality was offered to us the following evening when we visited Anbra.

 

Luca Marcotullio (left) serving up some Anbra beer on the outdoor terrace of GSSI

The second day of the workshop, there were presentations from eleven young researchers. The came from five countries – Argentina, Bulgaria, Canada, Italy, and the United States. The topics were varied and included:

  • The role of tourism in creating Greater Central Florida’s Craft beer scene
  • The emerging relationship between the craft beer and recreational cannabis industries
  • Product innovation hotspots in craft brewing as indicated by trademarks
  • Local entrepreneurs and the transformation of the beer industry towards sustainability
  • Craft breweries at the US/Canadian cross border region
  • Neolocalism and Quebec craft breweries
  • Fostering craft brewing tourism in the Piedmont region of Italy
  • Tourism, authenticity, and craft beer in West Virginia
  • The growing craft beer culture in Plovdiv, Bulgaria
  • Craft beer and consumer preferences in Mar del Plata, Argentina
  • Beer labels and religious symbols in Quebec
Andrea Belmartino talks about craft beer in Mar del Plata, Argentina

As someone who would be considered a “senior” scholar, it was wonderful to hear these presentations by younger scholars. Craft beer research, like craft beer itself, is experiencing something of a boom. And those conducting the research come from a variety of academic backgrounds – Geography, Economics, Anthropology, Sociology, etc. This diversity of perspectives adds to the richness of the research and leads to insights that might not otherwise be possible. It was a great few days in L’Aquila. The next conference dedicated exclusively to beer will be the biennial Beeronomics Conference which will be held in Pilsen in the Czech Republic in June 2019. I am already looking forward to that.

Folds of Honor

I was in my local Kroger supermarket the other week. As I made my way down the beer aisle, a carefully placed display of beer caught my eye. I usually don’t pay too much attention to the beer selection at Kroger; it does not change much and I pretty much know what they have. But what caught my attention on this particular occasion was a display of a beer named Freedom Reserve Red Lager.

Freedom Reserve Red Lager on sale at my local Kroger

Freedom Reserve Lager is a new beer produced by the brewing giant, AB InBev. Released in May 2018, it is the second beer in AB InBev’s Reserve Collection. The first in the collection, released in October 2017, was the limited-edition 1933 Repeal Reserve Amber Lager. Freedom Reserve Lager is inspired by a 1757 recipe for beer that was hand-penned by George Washington.

As I reached the display, I reached down, grabbed a six-pack, and put it in my cart. Why did I, someone who normally buys beer brewed in small-scale, independently-owned, craft breweries, purchase a beer brewed by a large multinational brewer? It wasn’t because I anticipated that this beer would be particularly good. In fact, I expected to be quite underwhelmed by it. No, I bought it because on the side of the six-pack carton it noted that for every case of this beer purchased, AB InBev donate one dollar to Folds of Honor.

Freedom Reserve Red Lager bottle cap

You see, I am huge supporter of the U.S. military. I am highly appreciative of the men and women who serve our country; and of their families who sacrifice in different ways, but in equal measure.  Folds of Honor is a not-for-profit organization, which provides “educational scholarships to spouses and children of America’s fallen and disabled service-members.” During the calendar year 2016, Folds of Honor scholarships totaled almost twelve million dollars. So knowing that twenty-five cents of my beer purchase was going to such a worthy cause was enough to make me part with some of my money.

The name, Folds of Honor, refers to the process of folding an American flag. It is a process that is ingrained with tradition and respect. A properly-folded American flag has thirteen folds – each one representing the thirteen original colonies. According to the Smithsonian National Air and Space Museum:

”when the flag is completely folded and tucked in, it takes on the appearance of a cocked hat, representing the soldiers who served under George Washington, the sailors and marines who served under John Paul Jones, and the many who have followed in their footsteps.”

In addition to partnering with Folds of Honor, AB InBev have a number of other initiatives and programs that support our veterans. Since 1987, Anheuser-Busch have donated close to $11 million to military charities including USO, Intrepid Fallen Heroes Fund, Hispanic War Veterans of America,  and the Korean War and Vietnam War Memorials. They also helped found the U.S. Military Sports Association, an organization that has donated over eighteen thousand pieces of sports equipment to U.S. troops in Iraq and Afghanistan.

A bottle of Freedom Reserve Red Lager

The men and women of Anheuser-Busch have also stepped up and served in the trenches, so to speak. Since World War I, more than 5,500 Anheuser-Busch employees have served in a variety of U.S. military campaigns. After serving their country, many of had the opportunity to return to work with Anheuser-Busch. Indeed, Freedom Reserve Red Lager is brewed by brewers who themselves are veterans. Anhesuer-Busch’s military connections date back to the Civil War, when both of the company’s co-fonders Adolphus Busch  and  Eberhard Anheuser enlisted in the Union Army’s home guard, which was stationed in St. Louis, MO.

As to the ‘quality’ of Freedom Reserve Red Lager, I will not comment. I rarely do. Taste, in my opinion, is such a personal thing. What I, or others for that matter, think of the beer is irrelevant. Taste it for yourself – you decide whether it is ‘good’ beer or not.

Traveling During Ramadan

Recently, I visited Goa in India. It takes a while to reach Goa. To get there, I flew from Detroit to Dallas to Doha (in Qatar), to Goa. I was traveling with a colleague who lives just outside of Dallas, so I broke up the outward journey by overnighting with him and his family in the Dallas area. It is a long way from Dallas to Goa – fourteen-plus hours to Doha, and another three-plus hours from there to Goa. Add to that a four hour layover in Doha, and it is quite a journey. I did manage to sleep for six or seven hours on the Dallas to Doha leg, so that made the flight considerably more pleasant. When flying, I tend not to drink alcohol. If I do, it might be a glass of wine with dinner. Flying dehydrates, and so water is usually my liquid of choice.

Anyway, after boarding my flight to Goa, I decided that I would indeed like a beer.  As with my flight from Dallas to Doha, I was flying with Qatar Airways. They are the national airline of Qatar.  I had noticed, on the flight flight from Dallas to Doha, that the beer choice was limited to Heineken. It was the same on the flight to Goa. When the cabin attendant (that is what they are called on Qatar Airways) came around and asked me what I would like to drink, I told her, a Heineken. As she reached beneath her cart to get the beer, she turned to me and asked if I minded if she poured it into a glass and not give me the can. As one who prefers their beer decanted anyway, I said that would be fine. “It’s Ramadan” she explained “and we cannot have labeled alcohol containers on display”. She proceeded to pour my beer, carefully out of sight of anyone, and handed me two small glasses of Heineken. Whether this was airline policy, was unique to that particular flight, or reflected the cultural sensitivities of this particular cabin attendant, I am not sure. I did notice on my return flight from Doha to Dallas that bottles of wine and cans of Heineken were on full public display.

My “two” glasses of Heineken on my flight between Doha and Goa

After the cabin attendant moved onto the next row of passengers, I looked around the aircraft, but did not see anyone else drinking beer. I must admit I started to feel a bit self conscious . Was I the only one on the entire aircraft drinking a beer? As I reflected on my layover in Doha, it struck me that I had not seen anything that resembled a bar. The duty free shop had been replete with candy, perfume, and cigarettes – but there was not a drop of alcohol in sight. A little research later revealed that there are a couple of restaurants in the airport, where a glass of wine or beer can be enjoyed with a meal. While it is a Muslim country, Qatar does allow the sale and consumption of alcohol. However, access is limited. It is available in four and five star western hotels. Alcohol is also  available to expatriates through a permit system. Permits are administered by the Qatar Distribution Company, and individuals wishing to obtain one must apply. Once in possession of a permit, there are two outlets in the entire country, from which alcohol can be purchased. The amount of alcohol that an individual can purchase each month is dependent upon their salary. The rules regarding consumption of alcohol in Qatar are quite strict. For example, it is forbidden to drink alcohol in a public place, or to give alcohol to Muslims. Muslims caught drinking alcohol may be subject to corporal punishment.

Other Islamic countries also have highly restrictive laws when it comes to the consumption of alcohol. These include Afghanistan, Libya, Iran, and Saudi Arabia. Also, although not a predominantly Muslim country, alcohol is also prohibited in some states in India (fortunately, not in Goa). Of course, the United States had its own doomed experiment with Prohibition between 1920 and 1933. While I fully respect the sovereign right of each country to prohibit the production, sale, and consumption of alcohol as it sees fit, I have to admit that it would be difficult for me to live in a country where having a beer was either impossible or highly restricted. I simply enjoy beer, and the culture surrounding it, too much.

 

 

 

Imagined in India

I just returned from four days in Goa, India. I went there to attend the 12th World Congress of the Regional Science Association International (RSAI). This was my first visit to India. It’s a big country, of course, no matter which measure you use. Its population is 1.3 billion (only China has more). It is 1.2 million square miles (3.2 million square kilometers), making it the seventh largest country in terms of land area. With a nominal GDP of $2.85 trillion, it is the world’s seventh largest economy.

In land area, Goa is India’s smallest state. It is located in the southwest of the country, with the Arabian Sea forming its western border. Despite its small size, it has the highest GDP per capita of any Indian state, while ranking fifth in terms of literacy rates. Being on the Arabian Sea, Goa has some stunning beaches. My hotel, the Park Hyatt Resort and Spa, had direct beach access. Add to that an open air beachside restaurant and bar, and I had the ideal spot to enjoy some Indian beers.

The beachside restaurant/bar at the Park Hyatt was the perfect spot to enjoy some Indian beer

Per capita beer consumption in India is relatively low – 5.1 liters per capita. This compares with per capita beer consumption of 74.9 liters in the United States. Indian per capita consumption even compares unfavorably with its regional neighbors – across Asia, average annual per capita beer consumption is 20.9 liters. Having said that, the Indian beer market is posituined for growth; an average annual growth of 6.9% is forecast for the 2018-2022 period.

Per Capita Beer Consumption in Liters in Selected Asian Countries. Source: BMI

Not surprisingly, beer sales in India are dominated by large multinational brewers – United Breweries (44.1% market share in 2016), AB InBev (24.6%), and Carlsberg (16.9%)  control close to eighty five percent of the Indian beer market. Heineken own a forty-four percent share in United Breweries and, at the time of writing, are poised to increase their share to fifty-eight percent.

Budweiser is becoming increasingly popular among Indian beer drinkers. Budweiser first appeared in the Indian market in 2007. Today, it has a five percent market share; up from one percent in 2011. Budweiser is aggressively marketed as a premium lager, targeted at India’s urban Millennials. AB InBev’s 2016 acquisition of SABMiller will help it expand Budweiser’s reach in India. In acquiring SABMiller, AB InBev acquired ownership of  the extensive brewery and distribution network SABMiller established in India. With the mature markets in North America and Europe offering little prospect for growth, multinationals such as AB InBev and Heineken turn their attention to developing markets such as India.

In addition to Budweiser, Indians are acquiring a taste for craft beer. Unlike the United States, however, where IPAs are the most popular style of craft beer, the Indian craft beer consumers prefers lighter, less bitter styles; wheat based ales, particularly German-style Hefeweizens and Belgian Wits, are especially popular. One of the craft beers that is making big headlines in India is Bira 91. The brand was launched in 2015, by Indian entrepreneur Ankur Jain. Jain had become familiar with craft beer while living in New York for ten years. When he returned to his native New Delhi, he started Bira 91. Unable to find a brewery in India which could meet his exacting brewing  standards, Jain contracted production to a brewery in Belgium. Because the beer was not brewed in India, the label on the bottle read “Imagined in India”. Such was the success of  Bira 91 that, by 2016, it was being brewed in India. In 2017, Bira 91 opened a second brewery in India, and a third is planned for 2018. Jain is ambitious and in addition to Bira 91’s Indian breweries, he hopes to open one in the United States. The ‘91’ in the name refers to the international dialing code for India. I enjoyed both Bira 91’s Blonde Lager and White Ale several times during my stay in Goa.

Despite now being brewed in India, Bira 91 bottles still carry the “Imagined in India” label

Imported and craft beer are proving popular among India’s growing middle class, particularly those who have traveled internationally. As Indian consumers are exposed to international tastes and trends, they return home and aspire to mimick some of the consumer behaviors they have witnessed.

In addition to the Bira 91, mentioned above, I sampled a number of other beers while in India. I arrived at hotel at 3am. After registering, I had anticipated on going straight to my room, Before I could do so, however, one of the hotel staff members offered me a complimentary welcome beer. I am sure that, after being in airports and on planes for the best part of twenty-four hours, he probably realized that a cold beer was just what I wanted. Surprisingly, the beer he offered me was not a standard Indian lager, such as Kingfisher, but was a Witbier called Jungle Wheat. Jungle Wheat is one of four beers brewed by Simba Beer. Simba is owned by Sona Beverages. Sony Beverages was established in 2006, as a franchisee of SAB Miller. Its brewery is located in the city of Durg, in east-central India. So whether my Jungle Wheat is a craft beer or, because of its connection with SAB Miller, is one of those “crafty” beers I’ll leave that for you to debate. All I will say is that, after a long journey, it tasted damn good.

Jungle Wheat from Simba Beer

Another beer I tried was Goa King’s Pilsner. Up until, 2015 Goa King’s beers (then just called King’s) were only available in Goa. It’s geographic exclusivity was part of its appeal. In 2015, the King’s brand was acquired by Vikiing  Ventures. In addition to changing its name, the new owner expanded distibution of Goa King’s, thus makimg available in cities such as Mumbai and New Dehli.

India’s most popular beer brand is Kingfisher. When I told friends that I would be visiting India, many made mention of Kingfisher. Brewed by United Breweries, Kingfisher has been losing market share recently. Still, it is the country’s most ubiquitous beer brand. Kingfisher premium lager, of which I had quite a few while in Goa, is a standard lager, which proved quite refreshing under the hot Indian sun.

So that was my first visit to India. I was only there for four days and only saw one tiny corner of this vast country. But I saw enough, and was sufficiently captivated by the friendliness of the people I met, that I hope that I have an opportunity to return some day.

My visit also marked something of a milestone in my world travels; as it was the fortieth country/territory that I have visited in my lifetime. Later this  year, I will add two other countries to that list – Switzerland and Liechtenstein. I look forward to seeing what beers those two have to offer.

Further Reading:

Knoth, Michael and Jonas Björn Borrit. 2014. The Indian beer market: The next “China” or a hyped market with little future growth? Scandinavian Brewers’ Review, Volume 72, Number 2, pp. 10-14.

A Pint of Science

Earlier this week, I spent a couple of days in L’Aquila, Italy. I was there as a guest of the Gran Sasso Science Institute (GSSI), who had invited me to give a couple of talks. This was my second visit to L’Aquila. I had been there in September 2017, also as a guest of GSSI. To get to L’Aquila, you fly into Rome, and then travel by bus for two hours. L’Aquila has a population of approximately seventy thousand people. It is an interesting town for a number of reasons, one of which is the fact that it is earthquake prone. The most recent earthquake, on April 6, 2009, registered a 6.3 on the Richter scale and killed 308 people. Its impact is still visible throughout this picturesque Italian town. Since my last visit in September, however, I noticed visible signs of progress – buildings that had been empty were now inhabited and in use, while others were closer to being so.

The damage caused by the 2009 earthquake is still visible in L’Aquila

The purpose of my visit this time was to give two lectures – one to this year’s cohort of GSSI doctoral students in Regional Science and Urban Studies, and one to members of the general public as part of the Pint of Science Festival that was taking place in town.

My presentation to the GSSI students focused on the theme of consolidation and fragmentation in the global brewing industry. Both processes are impacting the industry simultaneously. For example, the October 2016, $106 billion acquisition of SABMiller by AB InBev resulted in an industry that is considerably more consolidated at the global scale. At the same time, at the local scale, the industry becomes more fragmented every time a new craft brewery opens it doors.

My presentation at GSSI was in the afternoon. In the evening, I was back at the podium again. This time the audience took on a very different composition – it was the good citizens of L’Aquila. The town had been chosen as one of the venues for the three-day Pint of Science Festival; a festival at which that scientists present their research to members of the general public in the informal setting of a bar/pub.

Pint of Science was started in 2012 by Dr. Praveen Paul and Dr. Michael Motskin, two research scientists at Imperial College in London, UK. At the time, Paul and Motskin were post doctoral researchers working on motor neuron and Parkinson’s disease respectively. While working in London, Paul and Motskin organized a “Meet the Researchers” event, in which they invited individuals impacted by the disease (both those with the disease and their families) to their laboratories to see, first hand, the research in which they were engaged. It was a huge success, and very quickly the idea of taking scientific research to the people emerged – hence, a Pint of Science was born.

According to the Pint of Science website:

“The Pint of Science festival aims to deliver interesting and relevant talks on the latest science research in an accessible format to the public – mainly across bars and pubs. We want to provide a platform which allows people to discuss research with the people who carry it out and no prior knowledge of the subject is required.”

In 2018, Pint of Science Festivals were held in over 260 cities, across twenty-one countries. In Italy, twenty cities hosted Pint of Science events. All Pint of Science events across the world were held on the same three days – May 14-16.  Three venues hosted the events in L’Aquila. Over the three days, in L’Aquila, a total of sixteen lectures were presented. The topics were wide ranging, and included Chasing Gravitational Waves, Who’s Afraid of Social Media, and Living Together: From Municipalities to Cohousing and Beyond. My own lecture was titled Making Your Beer Great Again.

The Pint of Science Festival in L’Aquila covered a wide range of topics

The venue for my lecture was Fratelli Il Bacaro, which describes itself as:

”a Venetian tavern with a wide selection of wines by the glass and small snacks, a few seats and . . .  a place where dishes from the local and Italian culinary tradition are also served . . . a place to make culture, where young singers and musicians, who want to express themselves and grow through music, alternate with great artists.”

My lecture started at 9:30pm. The venue was cozy, and comfortably full with somewhere between thirty-five and forty people. Recognizing that the audience’s knowledge of English was probably highly variable, my colleague Giulia Pezzi had translated my entire Power Point presentation into Italian. I covered five themes in my lecture:

  • The rise of large breweries and the homogenization of beer
  • The emergence of home brewing and the rise of craft breweries
  • The craft beer drinker and what attracts him/her to craft beer
  • The craft brewery as a unique drinking space
  • The geography of craft breweries

While most of my material came from the United States, I did incorporate some examples from Europe. The talk seemed to go well, and the audience appeared engaged. After I had finished, audience members were invited to ask questions. There were six or seven questions, and I was really impressed with their overall thoughtfulness and insightfulness.

My participation in L’Aquila’s Pint of Science Festival did garner some attention in the Italian press, including a mention in La Repubblica, one of the country’s most influential daily newspapers. The local L’Aquila website, NewsTown, also covered my visit.  I was also interviewed by Fabio Iuliano, who runs the website virtuquotidiane.it.  Fabio’s interview touched on a number of interesting issues, including the reasons behind the success of craft brewing in the United States, and status of craft beer in Italy. He also noted that Bob Dylan was a recent co-investor in a craft whiskey distiller, Heaven’s Door. Fabio was interested in the similarities behind craft distilling and craft brewing industries. Fabio’s final question had to do with the President of the United States, Donald Trump. He wanted to know if the title of my lecture, “Making Your Beer Great Again” had been inspired by President Trump”s slogan “Make America Great Again”. I explained that while my presentation’s title was a clear nod to the President’s slogan, it was not intended as a political statement; I was simply having a little fun with my title. As I reflected on my interview with Fabio, I must admit that I had not anticipated being asked about Bob Dylan and President Trump in an interview about craft beer.

So that was my trip to L’Aquila. I had a wonderful visit and was, yet again, overwhelmed by the generosity of my Italian hosts. Fortunately, it will not be long before I am back in L’Aquila. I will be there in early July to participate in a workshop on “The Geography of Craft Beer Brewing and Consumption: Local Entrepreneurialism and Tourism Development”, an event that I am co-organizing with my Italian colleagues, Alessandra Faggian and Giulia Pezzi.

Until then, Saluti!

My colleague, Giulia Pezzi, introducing my lecture at A Pint of Science
There was a nice sized crowd at my Pint of Science lecture

Further Reading:

Paul, Praveen and Michael Motskin. Engaging the Public with Your Research. Trends In Immunology, Volume 37, Number 4, pp. 268-271.

Craft Beer And Millennial Values

It has been pretty well established that it is the Millenial cohort who are driving consumer demand for craft beer. According to Michael Dimock of the Pew Research Center, Millennials are those individuals born 1981 and 1996; making them between the ages of twenty-two and thirty-seven. We know quite a lot about Millennials. Thanks to market research firms,  public opinion researchers, and fact tanks such as Nielsen, Gallup, and the Pew Research Center, we have a lot of data and information about Millennials as citizens, voters, and consumers. Research on Millennials often compares them to preceding generations – Generation X (born 1965-80), Baby Boomers (1946-64), and the Silent Generation (1928-1945). And what we have learnt is that each generation has unique values and perspectives.

Different generations defined. Source: Dimock 2018

One study that I read recently, was published by The Boston Consulting Group (BCG). It was titled, How Millennials Are Changing the Face of Marketing Forever. The study report included a number of interesting graphics, including the one below (Exhibit 1). The graphic shows the relative importance that Millennials and non-Millennials attach to a number of different factors. These include patriotism, professional success, spirituality, and working out.

Source: Barton et al. 2014.

As I perused the findings of BCG’s research, I tried to identify connections between craft beer and Millennial values. Here is what I think I identified.

Status

BCG identify status as a value that is important to Millennials. A number of scholars have suggested that craft beer is a high status product. These include my good friend Tom Bell and his colleague James Baginski who, in a 2011 paper published in the Southeastern Geographer, refer to craft beer as a “high order prestige good”. Similarly, in a book chapter published in the same year, Victor and Carol Tremblay talk about the  “prestige factor” of drinking craft beer. In a 2012 paper published in British Food Journal, Douglas Murray and Martin A. O’Neill, published in the British Food Journal, suggest that the craft beer drinker is “sophisticated” and “discerning”. The same observations have been made with regard to real ale drinkers in England, where Karl Spracklen, Jon Laurencic and Alex Kenyon, in a 2013 paper in Tourist Studies, note that drinking “real ale is seen as a marker of good taste and distinction”.

Millennials enjoying a beer at Basecamp Brewing Company in Portland, OR

Luxury

According to BCG, luxury is another characteristic valued by Millennials. Craft beer, I would argue, is a luxury product. More specifically, it is an affordable luxury. To the French-American author, Mireille Giuliano, luxury means ”premium quality and that doesn’t always equate to known brands or mascs marketing”. Speaking specifically about the Millenial cohort, Max Montgomery defines affordable luxury as “achieving quality, tailored to our taste, at a price we can afford.” Craft beer, it would seem, qualifies as an affordable luxury. Compared to mass produced beer,  craft beer is relatively expensive. Of course, the price you pay for beer depends upon where you live. In 2017, the cost of a case of Bud Light or Miller Lite varied from $14.62 in Michigan to $21.98 in Pennsylvania.  In comparison, the average cost of a case of craft beer, nationwide, in 2017 was $32 – that’s $1.33 a bottle – definitely what I’d call an affordable luxury.

Craft beer is an affordable luxury (Backcountry Brewing, Squamish, BC, Canada)

Excitement/Adventure/Travel/Fun

MiIlennials like excitement, adventure, travel, and fun. All four can be experienced in the consumption of craft beer.  In 2013, A. J. Carpenter and his fellow students completed a term paper for their Marketing 6069 class (Buyer/Consumer Behavior) at University of Colorado, Denver. In it, they identified four types of craft beer drinker – novice, loyalist, enthusiast, and explorer. According to Carpenter et al’s study, Most craft beer drinkers are either enthusiasts or explorers. While there are some key differences between enthusiasts and explorers, one trait they have in common is their desire to try lots of different craft beers and to visit lots of different craft breweries. In other words, drinking craft beer is an exciting adventure; an adventure that takes the craft beer from tap room to tap room to taste the beer at its point of production. This idea that craft beer drinkers are excitement seeking adventurers is supported by the growing popularity of craft beer tourism. Annually, more than ten million Americans go on a brewery tour. Ale trails are increasingly common and help beer tourists strategically navigate a city or region’s craft breweries. The term ‘beercation’ has entered the lexicon of the craft beer drinker. Craft beer festivals (literally dozens of them occur every year across the United States) attract the craft beer aficionado and allows her to sample a wide variety of beers within the time frame of an afternoon, evening, or weekend. At the same time, the highly popular app Untappd enables the craft beer drinker to log the beers he consumes, while enjoying the fun of earning badges along the way.

Millennial beer tourists at Heist Brewery in Charlotte, NC

Charity

Brew Good Do Good is the motto of Black Cloister Brewing Company in Toledo, OH

With one of two exceptions, craft breweries are owned by people living in the community in which they are located. As a result, craft brewery owners tend to very committed to the well-being of their communities. To this end, they tend to be very supportive of local charities. The media is replete with specific examples of  craft breweries giving to and/or supporting good causes. Brian Yaeger refers to craft brewers as “liquid philanthropists”.  And craft breweries tend to be more generous in their charitable giving than the macro-Brewers. In 2014, craft breweries gave $3.25 for every barrel of beer brewed. In contrast, AB InBev, through its charitable organization, gave only $0.35 per barrel. As the motto of one of my local craft breweries in Toledo, OH (Black Cloister Brewing Company) proudly states – “Brew Good, Do Good”.

Change and Optimism

Change and optimism are Millennial values. Both are abundant in the craft brewing movement. Craft breweries are agents and representatives of change. From a handful of craft breweries in the mid-1980s, the number of craft breweries in the United States now exceeds six thousand. Craft breweries account for 12.7% of the American beer market by volume and 23.3% by dollar sales. These numbers represent change; dramatic change. But the change is not just found in the numbers. The change can be experienced with our eyes, our ears, our noses, and our taste buds. I experience  it ever time I walk into the taproom of a craft brewery and see it filled with young people; men and women, enjoying a beer that has been carefully and lovingly crafted by the brewmaster. I hear it every time I listen to two or more people discussing the finer points of an IPA or debating which craft brewery is producing the most innovative brews. I smell and taste it when I lift that an IPA to my lips and I smell and then taste the aroma and bitterness of the hops. More than anything, I would submit that craft beer’s success happened because its early pioneers had optimism – an optimism that hinged on the belief that there were enough Americans out there who wanted better beer. It is an optimism that resurfaces every time a new craft brewery opens it doors.

Enjoying the taste of optimism at Mad Anthony Brewing Company in Fort Wayne, IN

There are a couple of values that appear in the upper left hand (non-Millennial) quadrant of Exhibit 1 that surprised me. Surprised me in the sense that I would have perhaps expect them to be values that resonated with a Millennials. Two in particular are authenticity and craftsmanship. Authenticity is a particularly slippery concept. And I really don’t want to get into any of the authenticity debates here. Suffice to say, that at the 2017 Craft Brewers Conference, Brewers Association Bob Pease identified the four pillars of the craft brewing  movement – independence, spirit, community-mindedness, and yes, you’ve guessed it, authenticity.  As for craftsmanship, one might have also expected that to be more important to Millennials, than indicated by the BCG study.

Further Reading:

Barton, Christine, Lara Koslow, and Christine Beauchamp. 2014. How Millennials are changing the face of marketing forever. Boston: The Boston Consulting Group.

Dimock, Michael. 2018. Defining generations: Where Millennials end and post-Millennials begin. Pew Research Center FactTank, March 1.

Hop Pickers, Picking Hops

I’ve been reading a lot about the hop industry recently. My interest in hops at this particular point in time stems from the fact that I am working with some colleagues from Rutgers University, Pennsylvania State University, and Simon Fraser University, on a project funded by the U.S. Department of Agriculture. The primary goal of the project is to identify which agricultural commodities exhibit knowledge-driven locational clustering and, where such clustering exists to isolate the specific underlying drivers.

Part of the project involves doing case studies of particular specialty crops, with a view to understanding the geography of their production. With my interest in the brewing industry, I volunteered to lead a case study of the American hop industry. I was particularly interested in documenting the impact of the growing popularity of craft beer on hop production – not only changes in which varieties of hops are being grown, but also where these hops are being grown.

As I started searching on Google Scholar for scholarly pieces on the hop industry, I came across a couple of papers that explored the decline of the hop industry in various parts of England during the nineteenth and twentieth centuries. One of those pieces, interestingly enough, was by a young Assistant Lecturer of Geography at the University of Bristol, by the name of David Harvey. As my Geographer friends know, Harvey would go on to become one of most influential  geographic thinkers of the twentieth century. It is interesting that one of his early papers examined changing land use patterns in Kent’s hop industry.

Another paper I found was written by Paige Raibmon. It explored the hop picking industry in the Puget Sound area of Washington in the late nineteenth century. It focused, in particular, on indigenous women who worked in the industry. In the northern hemisphere, hop harvesting lasts for approximately six weeks, starting in mid-August. During this period, there is a need for seasonal labor. As a result, thousands of people from the surrounding regions would  migrate to the Puget Sound. These included large numbers of indigenous peoples. Such was the demand for hop pickers in Washington state, that an  estimated twenty-five percent of British Columbia’s indigenous population traveled to the Puget Sound during the hop harvest. Of those who migrated south, the number of women outnumbered men. The indigenous women, it turned out, were particularly hard working and adept at picking hops. Indeed, popular accounts of the time often noted the industriousness of indigenous women. Writing in 1898, Susan Lord Currier, observed that:

“the Indians, on the other hand, gather the hops they pick into woven baskets. They pick with a deftness and skill rarely equaled by the whites. Even old Indian women in their dotage and almost blind, manage to pick their three boxes a day, while the white man or woman who picks two boxes a day is considered an expert”.

While working in the hop fields, the indigenous hop pickers became something of a tourist attraction. Every day, hundreds of visitors traveled to the hop growing regions. They did so for the opportunity to see “authentic Indians”. They traveled by carriage and interurban passenger trains, and stayed in hotels that had been built, by entrepreneurs, near the hop fields. Indigenous hop pickers would often pass through Seattle on their way to and from the hop fields. In Seattle, they would stop-off and sell handmade wares such as baskets from the sidewalk. Locals and tourists alike would also pose for photographs with the indigenous travelers, with the latter receiving payment in return.

Indian hop pickers, Puget Sound, WA, circa 1895-1900. Photograph by Frank La Roche (1853-1934).
George Orwell’s “A Clergyman’s Daughter”

As I was reading Raibmon’s account of indigenous hop pickers in Washington, the name of one of my favorite authors, George Orwell, popped into my head. I have read almost everything that Orwell has written, including his essays. Like most people that have read it, I found Orwell’s 1984 to be a particular haunting piece of work. Another one of Orwell’s novels is A Clergyman’s Daughter.  Published in 1935, it tells the story of Dorothy  Hare (a clergyman’s daughter) who suffers a bout of amnesia, and as a result, ends up wandering the English countryside with three hobos – Nobby, Charlie, and, Flo. The four of them decide to head to Kent (the same part of the country that the aforementioned David Harvey wrote about) in southeastern England to seek employment  picking hops. In telling the story of Dorothy and her three friends, Orwell provides some interesting insights into the life of a hop picker in 1930s England. Most hop pickers fell into one of two broad categories. First, there were the  Gypsies. Second, there were individuals and their families from poorer parts of London, who regarded hop picking as a working holiday. During the hop harvest, they descended on Kent and other hop growing regions of England. Indeed, by the 1870s special trains were laid-on to take families from London to the hop fields.

Pickers worked six days a week. Sunday was a day-off. The work day started at 8am and ended between 5pm and 6pm; this period included two meal breaks. While picking hops was not a particularly difficult task, and was quite mechanical in nature, the tiny thorns that were found on the stem of the plant meant that the pickers’ fingers were soon bleeding in multiple places. “Measurers” would make their rounds twice a day. Their job was to measure the number of bushels each group (often a group comprised a family) had picked. Pickers were paid by the bushel. There were tricks that the pickers learned, which were designed to maximize their income. For example, while “foreign” material such as leaves and stalks in the collecting bins were undesirable, a certain amount was tolerated. The gypsies were particularly adept at knowing how much of the contents of their bins could be foreign material, without jeopardizing their wages.

Pickers lived in tents, barns, and stables. Conditions, from a hygiene  perspective, were generally poor; even being described as “squalid”. The camps became breeding grounds for a variety of diseases. In 1849, cholera took the lives of forty-three hop pickers on a single farm. So poor were the conditions that, in 1866, two priests established the Society for Employment and Improved Lodgings for Hop Pickers. During the second half of the nineteenth century hopper huts became increasingly common. A typical hopper hut was nine feet by nine feet and was made from a variety of materials, including timber (surrounded by corrugated metal), brick, and breeze blocks.

A hopper hut near Lamberhurst, Kent. This photograph comes from the Oast House Archive.

Orwell’s account of hop picking in his novel was based on actual experience. In 1931 Orwell went hop picking in Kent. He recounted this experience in an essay, titled Hop Picking, published later that year (under Orwell’s real name, Eric Blair) in the New Statesman & Nation. While Orwell bemoaned the low rate of pay received by hop pickers, there is a sense from reading his New Statesman essay that he enjoyed the work:

“One can talk and smoke as one works, and on hot days there is no pleasanter place than the shady lanes of hops, with their bitter scent – an unutterably refreshing scent, like a wind blowing from oceans of cool beer.”

Hop-picking in Yalding, Kent, England, UK, 1944 Mr and Mrs Boulton and their three year old son Billy pick hops on a farm in Yalding, Kent. The Boultons are placing the picked hop cones into a large ‘bin’, which is made from canvas and supported on a wooden frame. This photograph is from the collections of the Imperial War Museums.
W. Somerset Maugham’s “Of Human Bondage”

Another author who describes hop picking in Kent is W. Somerset Maugham. He does so towards the end of his 1915  novel, Of Human Bondage. While providing a less detailed description of hop picking than Orwell, Maugham’s account is consistent with Orwell’s. Here is a passage from Maugham’s work:

“They were all hard at work, talking and laughing as they picked. They sat on chairs, on stools, on boxes, with their baskets by their sides, and some stood by the bin throwing the hops they picked straight into it. There were a lot of children about and a good many babies, some in makeshift cradles, some tucked up in a rug on the soft brown dry earth. The children picked a little and played a great deal. The women worked busily, they had been pickers from childhood, and they could pick twice as fast as foreigners from London. They boasted about the number of bushels they had picked in a day, but they complained you could not make money now as in former times: then they paid you a shilling for five bushels, but now the rate was eight and even nine bushels to the shilling.”

Today, hop harvesting is a highly mechanized process. As is the case with many other industries, the worker had been replaced by technology. I got to witness modern-day hop harvesting and processing first hand in September 2015 when I spent a day in Washington’s Yakima Valley. I watched hops arrive at a processing facility, in trucks, still attached to the bines. The bines were fed into a machine, which then separated out the hops.

Hops arriving at a hop processing facility in Washington’s Yakima Valley
Hop bines are fed into a machine which separates the hops from the bines
Separated hops

For individuals looking to experience manual hop picking, there are modern-day opportunities to do so.  In Essex, northeast of London, it is possible to go hop picking for a day, thanks to an initiative (Company Drinks) started by artist Kathrin Böhm in 2014. Company Drinks is an:

“arts project and community drinks enterprise that links east London’s history of ‘going picking’ with a full drinks production cycle: from picking to bottling, branding to trading and reinvesting”.

The goal is to:

“combine local heritage (‘going picking’ and the area’s agricultural and industrial past) with local resources (spare fruit, growing spaces), local skills (recipe ideas, specialist and localised knowledge, drinks production) and a local economy.” 

During hop harvesting season,  individuals can go to local hop fields and pick hops by hand. The hops are then taken to Kernel Brewery in London, where they are used to brew somewhere in the region of nine thousand bottles of a one-off beer.

So there it is – the humble hop. As I drink a beer, particularly an India Pale Ale,  I never give much thought to the idea that the hop that plays such a critical part in its flavor and aroma has such a fascinating historical underpinning. But it does. And it is a history, of which I have barely scratched the surface here. There is, as my research demonstrated to me, quite a lot written about the history of the hop industry – particularly its economic and social history. It is a fascinating history, and one well worth delving into.

Further Reading:

Blair, Eric. 1931. Hop PickingNew Statesman & Nation, 17th October.

Currier, Susan Lord. 1898. Some aspects of Washington hop-field. Overland Monthly and Out West Magazine, Volume 32, Issue 192, pp. 541-544.

Harvey, David. 1963. Locational change in the Kentish hop industry and the analysis of land use patterns. Transactions and Papers (Institute of British Geographers), Volume 33, December, pp. 123-144.

Maugham, William Somerset. 1915. Of Human Bondage. New York: The Modern Library Publishers (read chapters CXVIII and CCIX).

Orwell, George. 1935. A Clergyman’s Daughter. London: Penguin Books. (read chapter 2).

Raibmon, Paige. 2006.The practice of everyday colonialism: Indigenous women at work in the hop fields and tourist industry of Puget Sound. Labor: Studies in Working-Class History of the Americas, Volume 3, Issue 3, pp. 23-56.

It’s A Dog’s Life in Portland, Oregon

I recently returned from spending eight days in Portland, OR. My wife and I went there to visit our daughter Fiona and son-in-law Marrek. They moved there last June, a few days after their wedding. This was our first time visiting them in Portland. It was spring break Continue reading It’s A Dog’s Life in Portland, Oregon

It’s A Bird, It’s A Plane, It’s Super Bock

I just returned from five days in Portugal. While there I gave two talks about beer. The first titled ‘Drinking Beer in the Digital Age” was presented to a meeting of The Regional Science Academy, while the second titled ‘Changes in the Global Brewing Industry’ was Continue reading It’s A Bird, It’s A Plane, It’s Super Bock