
Yeah, that’s right. This may be the longest blog DRAFT has ever posted, so before you settle in with a hot cup of coffee or a soggy ham sandwich, prepare the false browser. I’m a humanitarian, see; I care for your prosperity. If you’re in finance, have this ready. Teaching? Here you go. The rest of you? Open that fake spread sheet. We’ve got Super Bowl-centric content, DRAFT’s Leftovers, an assortment of video for your viewing pleasure, and the highly-anticipated Friday mailbag. We’re in it to win it.
Cue the long blog!
Ah, the Super Bowl. There are few precious events each year when America’s fractured, sub-cultural consumers get sent through the same check-out aisle. Here good greenback cultivator, drink this pitcher of pigskin, watch these product ads and pass out on the couch. I love the Super Bowl. It’s an unofficial national holiday, yet an official break-all-resolutions day. Most of the year I’ve got ad repellent sprayed on my TV, but the “A Clockwork Orange” approach of the Super Bowl is pungent and respectable. It’s Sherman’s March through my eyeballs, and into my nucleus accumbens: And it’s for products I don’t usually buy. So…
Why don’t I see craft breweries on TV?
We’re experts when it comes to dressing our goods to the nines. That light-lager beer inside your neighborhood bodega’s fridge is like your girlfriend’s worn-out cotton panties. But on Super Bowl Sunday, it’s saucy, spicy and will jump start your dusty libido. According to a recent NPR story I was half-listening to, 51-percent of viewers tune in just for the post-action official time-out. When commercials hit, we turn wide-eyed and wait for the big sell. That’s what $90,000 a second buys you.
Now, in the spirit of this weekend, some sites have listed the all-time best Super Bowl beer ads, so I won’t rehash what you already know. We’re going to indulge in a simpler, more refined age. Here, we’re turning back the clocks to when beer was celebrated with class. Why can’t Super Bowl beer adds be more like these? We like a jingle with our juice.
Carling’s Black Label
That Mabel’s quite the hook-up.

Schaefer Beer
Hello Rat Pack B-squad!

Hamm’s Beer
Such dough-faced innocence. You will get schooled by Hamms.

Busch Beer
Yeah, Pete’s got the troublesome dilapidated shed blues. No time for beer? BUSCHHHH.

Budweiser
I sense the presence of one Burt Bacharach.

Löwenbräu
“We never lost it.” Well, at least one of you didn’t. Face jam!

Who am I kidding? You don’t need a jingle when you’ve got subtle product placements from the pre-game show to the post-game wrap-up. Speaking of placing a product. Prepare the camera bang.
You’ve been Bruced!
Yes, the Super Bowl is a spectacle of lights, and somewhere along the way, people play football. I remember so vividly when Michael Jackson performed in 1993. That seemed extravagant: amazing, but extravagant. Looking back, I’m not so sure.
Yes, it’s a bit dramatic, but when you break it down (and avoid direct eye contact with the blond warlock guitarist) it’s just a guy dancing on stage. Of course, it ballooned during “Heal the World,” but compared to the 2000 show with Phil Collins and Admiral Adama, Jackson may as well have been dancing in his bedroom.
I can’t tell you how this “tapestry of magic” ends. After about a minute, I quietly stood up, removed myself from the situation and went into the other room until it was over.
If only I had snacks!

What I’m drinking and eating this Sunday is still up for debate. New Belgium’s new IPA, Ranger, is in town, so that’s a must have. I’ll take a look at DRAFT’s fridge and see what I can come up with. But enough about me, take these suggestions from our friends in the industry:
Saint Somewhere’s Bob Sylvester.
“Our new beer, Pays du Soleil — yes it’s out there finally — paired with a Gulf shrimp and oyster Po-boy with chipotle aioli accompanied by heart of palm slaw! Gotta support the South. Go Saints!”
Foothills Brewing’s Jamie Bartholomaus
“I’ll be swapping around between our IPA, our DIPA and our Sexual Chocolate which was released (yesterday) at 5 p.m.! And I may chase those down with a Torch Pilsner every fourth beer. I am a pizza fanatic so pizza it is! Go Colts!”
Matthias Neidhart, owner of B. United International, has quite the beer catalog at his finger tips. Here are his go-to football beer/food pairings:
* Leipziger Gose: Pizza.
* Uerige “Classic”: Sausages and brats.
* ReAle Extra: Chicken wings.
* Einbecker Mai-Ur-Bock: Fried chicken.
Finally, food wizard Sean Paxton, The Homebrew Chef and regular DRAFT contributor, had some thoughts of his own:
* Seven-layer bean dip: “Pair it with a good, peppery sasion like Dupont. The beer’s pepper brings out the flavor in the beans.”
* Spicy Buffalo wings and blue cheese: “Pliny the Elder or Union Jack really cuts through the spice, while the beer’s sweetness pairs well with the chicken meat.”
* Popcorn: “Boulevard’s Unfiltered Wheat Beer is clean and refreshing with a touch of sweetness to balance the popcorn out.”
Of course, this year’s Super Bowl throw down just doesn’t seem right without a few gallons of beer-infused jambalaya, Cajun style. Sustain your buzz with life-long Saints fan and tailgaiting guru Paul Preau’s homemade recipe.
Enough with the fresh food, let’s get to DRAFT’s Leftovers: Strange Brew 2.0
Earlier this week we looked into the crazy world of extreme brewing, and more than a few of our friends chimed in. Well, we’ve got more:
From The Bruery’s Benjamin Weisse:
“We work with a lot of bizarre brewing ingredients at The Bruery. Probably one of the most unique is our use of yams in our Autumn Maple, and it’s one of the most grueling processes for any of our beers. Being a pretty small brewery, we do a lot by hand here and creating Autumn Maple requires us to start work before the sun rises. Each morning that we brew Autumn Maple we have to begin by roasting several hundred pounds of yams on as many grills as we can get our hands on. This process takes quite a bit of time. Once cooked through, the yams must then be mashed before added to the mash, at which point we have to mix it all together with the grain and water. It’s quite a labor intensive project, but we think it’s worth it in the end.
We have a limited release beer being created for this Valentine’s Day (southern California only, sorry) called Melange No Sechs that incorporates beets for that Valentine’s red, as well as some rose petals and cocoa nibs for the ultimate Valentine’s experience. We’ll have to wait and see how that one turns out, but we have high hopes.”
Adam Avery, of Avery Brewing, wants us to get funky.
“We make several weird beers but the FIFTEEN, our anniversary beer from two years ago, takes the cake: 100-percent Brettanomyces fermentation—largest batch EVER produced in the world (400 bbls.). Also brewed with black mission figs, hibiscus flowers and white pepper. It is quite the beer and definitely not for everyone. Got as much hate mail for it as we got love mail.”
Speaking of mail, it’s the Friday Mailbag.
Open the floodgates. Each Friday you’ll steer this blog to its logical conclusion. Get in on the action and drop me a note.
From Orr:
“Hey man, congratulations on starting the new blog — I just read the first post and it was rockin’, and I’m looking forward to reading more. Two quick things: are you based in Baltimore? And are you on Twitter? I just tweeted a little volley at you.
Also, I’m totally down with ELO, and their entire discography precedes my birth. Gotta go listen to ‘Showdown.’ Cheers, and welcome.”
Thanks, Orr. Them are some mighty-nice words. No, I’m not from Baltimore, although I’ve watched enough of “The Wire” to be an honorary citizen. I am, however, originally from the D.C. area. I once dated a girl whose friend was robbed at knife-point, broad daylight in one of Baltimore’s nicer districts. So, no, I didn’t venture there very often; except for concerts.
From Leo:
“Hi, here’s Leo (from Italy). Love your post about beery tattoos! Hope you’ll enjoy mine, which will be soon followed by other ones…Cheers”


Hey Leo, sweet tats, and thanks for making this blog an international sensation. My return gift is this; Stan Hieronymus examines brews in Italian wine country. Drink up, my friend.
From Greg:
“I couldn’t agree more about that craptitious movie ‘Valentine’s Day.’ I know my girlfriend’s gonna make me go and I’m looking for a way out. Any suggestions?”
Hey Greg, I think you’re screwed. Two suggestions: Grab a few bottles of The Bruery’s new V-day special Melange No Sechs, or Foothills Brewing’s seasonal Sexual Chocolate, and feed them to your girl two hours before showtime. Chances are she’ll lose interest in the movie and you guys can catch “When Harry Met Sally” on TBS instead (I know, it’s lose-lose, but at least the beer’s delicious). The other idea? Embrace your fate!

Or — and this might not be a stretch — become this guy. Congratulations, Greg, you’re single.

That’s it for this week. I’m out early to start Super Bowl festivities. Need a place to drink this weekend? Keep an eye on our ever-updating list of the 150 best beer bars.
Drink well this weekend. More to come on Monday.
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