Pale ale and IPA beer drinkers are more likely to be risk-takers and sensation-seekers, according to a new study. Despite ale drinkers being perceived as calmer than their lager cousins they still have an edge, scientists believe. The unexpected results of the study involved personality assessments and blind taste tests to discover links when it comes to bitter taste. Researchers traditionally thought people who experience bitterness more intensely are more likely to avoid it and choose different tastes. But the Penn State Sensory Evaluation Center discovered people who seek novel sensations and perceive bitter tastes more intensely are more likely to prefer bitter, pale-ale-style beers and drink them more often. John Hayes, associate professor of food science, said: “Traditionally, most researchers find that people who experience bitterness more intensely avoid bitter food or drink — so with heightened bitterness, they like it less, and therefore consume it less. “But here, we find that people who seek higher sensations and are more risk-taking, they like bitter beer such as India pale ales, if they also have greater bitter taste perception.” In previous studies, links have been found between the liking of spicy foods and the high-sensation-seeking, risk-taking personality traits. Lead researcher Molly Higgins said: “Our data contradict the classic view that bitterness is merely an aversive sensation that limits intake. We found that increased bitterness perception does not always lead to decreased liking and intake — rather, it’s a positive attribute in some products for some consumers.” In the study, 109 beer consumers rated liking and intensity of two pale ales and a lager, and the intensity of two bitter solutions – quinine and hops extract Tetralone – under blind laboratory conditions. Participants, an even gender split, were also asked to complete intake and personality questionnaires. Researchers chose a lager style beer with low bitterness, Budweiser, a moderately bitter ale Founder’s All-Day IPA Session Ale, and Troeg’s Perpetual IPA as the strongly bitter ale. “The interaction revealed liking of the pale ale increased with sensation seeking but only if quinine bitterness was also high,” Higgins said. “Intake models showed increased odds of frequent pale-ale intake with greater quinine bitterness and lower liking for lager beer.” “These data suggest liking and intake of pale ales is positively related to sensation seeking and bitter taste perception.” The researchers say that this interest in bitter foods could give new rise to promoting healthy bitter foods. “Avoidance of bitter foods can impact health negatively, because bitter foods such as cruciferous vegetables, green tea and grapefruit contain healthy compounds like flavonols, which are reported to have antioxidant and anticarcinogenic properties,” Higgins added. The findings were recently published in Food Quality and Preference.
Budweiser will not be sponsoring rapper Jay-Z’s “Made In America” music festival this year, despite previously being a major sponsor, instead opting to spend money sponsoring country music events. Though 2018’s “Made In America” features a popular lineup including Nicki Minaj, Post Malone, Meek Mill, Diplo, Zedd, Ty Dollar $ign, Miguel, Fat Joe, Lil B, and JPEGMAFIA, Budweiser, which “used to spend millions of dollars staging and promoting the fest,” realized that country music attendees drink more Budweiser beer. “We are realizing that music is being consumed in many different ways today and we want to keep up with trends and how consumers are behaving today,” declared Budweiser Vice President Ricardo Marques, who, according to Ad Age, discovered in research that “fans at country music events spend more on beer than at similarly sized events featuring other genres.” At South by Southwest festival this year, Budweiser organized Country Music Showcase with Sony Music Nashville. Earlier this year, Jay-Z’s music streaming service, Tidal, was accused of falsifying the number of streams played by users on the platform. Tidal is reportedly months behind on payments to labels, and some artists have become withdrawing their music from the service. In May, Jay-Z reportedly convinced rapper Meek Mill to back out of a meeting with President Donald Trump on the topic of prison reform.
A beer once called “America,” just got a lot more patriotic. Budweiser has revealed its newest addition to the Reserve Collection – a Freedom Reserve Red Lager inspired by a recipe handwritten by first president George Washington. According to the press release, George Washington hand-penned the recipe “To Make Small Beer” in his personal military journal, dating back to 1757. “Take a large Sifter full of Bran Hops to your Taste — Boil these 3 hours,” Washington wrote in his journal. “Then strain out 30 Gall. into a Cooler put in 3 Gallons Molasses while the Beer is scalding hot or rather drain the molasses into the Cooler. Strain the Beer on it while boiling hot let this stand til it is little more than Blood warm. Then put in a quart of Yeast if the weather is very cold cover it over with a Blanket. Let it work in the Cooler 24 hours then put it into the Cask. leave the Bung open til it is almost done working — Bottle it that day Week it was Brewed,” the recipe reads, according to the New York Public Library where George Washington’s papers are archived. The limited-edition beer will be brewed by Budweiser’s own veterans, whose signatures will be displayed prominently on each of the vintage stubby bottles and one-pint cans. A portion of the proceeds will go toward Folds of Honor, a nonprofit providing educational scholarships to military families. “We are incredibly proud of our Freedom Reserve Red Lager because it was passionately brewed by our veteran brewers who have bravely served our country,” said Ricardo Marques, vice president, Budweiser. “With Freedom Reserve we remain dedicated to our mission to support our veterans and their families through our longstanding partnership with Folds of Honor.” The full-bodied lager is brewed with toasted barley gains and finishes with a hint of molasses. The Freedom Reserve Red Lager will be available beginning in May through September 30, or while limited supplies last.
Very cool!!! 🙂
We love meeting and celebrating American makers, and the ever-expanding beer world offers tons of ways to do so, from regional beer weeks and months to annual festivals and exclusive tastings. Of course, you can experience beer across the nation any day, namely with tours and tastings along our brewery trails, featuring Asheville, N.C. and Hawaii most recently. Plus, beer halls and gardens offer quintessentially festive and lively atmospheres, which is why we showcase options across the county for any season. Click here to see some of the best beer events through October; and raise a pint, stein, bottle or can to National Beer Day at year-round destinations
Happy National Beer Day!! Prost!! 🙂
The hops found in beer not only add flavor, but also may lessen the damaging effects of alcohol on the liver, a new study in mice suggests. In the study, the researchers gave mice regular beer with hops, a special beer without hops, or plain ethanol (alcohol). After 12 hours, the mice that were given the beer with hops showed less buildup of fat in their livers than the mice that were given ethanol. In contrast, the mice that were given beer without hops had about the same level of fat accumulation in their livers as the mice that were given ethanol. “Our data suggest that hops content in beer is at least in part responsible for the less damaging effects of beer on the liver,” over the short-term in mice, the researchers from Friedrich Schiller University Jena in Germany wrote in their study, published online Sept. 22 in the journal Alcohol and Alcoholism. The researchers said their new findings may help explain why some earlier studies in people suggested that drinking hard liquor is more strongly associated with death from liver disease than drinking beer. Also, the researchers who worked on the new study had found in earlier work that mice accumulated less fat in their livers when they were given beer versus ethanol. Hops refers to the flowers of the hops plant, Humulus lupulus. They are a main ingredient in beer, and are used to add flavor and act as a preservative. The new study also suggested that hops may lower the formation of compounds called reactive oxygen species, which are highly reactive and can cause damage to cells in the liver. However, future studies are needed to see if the same effects are found in people, and if these effects last for long periods, the researchers said. They noted that their study received funding from the German brewing industry. William Kerr, a senior scientist at the Alcohol Research Group, part of the nonprofit Public Health Institute in Emeryville, California, said that, in some countries, consumption of hard liquor is more strongly linked to death from liver disease, compared to beer consumption. But “beer does cause liver damage,” added Kerr, who was not involved in the new study. The reason for the weaker association between beer consumption and death from liver disease is not known. It’s possible that people who drink spirits are more likely to be heavy drinkers than those who drink beer. It’s also possible that something about beer, like the ingredient hops, is protective against liver damage, Kerr said. Still, Kerr said that the amount of hops in beer can vary quite a bit. The study tested only a single beer, a type of German pilsner, so it’s not clear what level of hops in beer is needed to have the effect seen in the study.
Fascinating! Think I’ll have a beer…for my health. 🙂
It’s the career opportunity of a lifetime for sudsy sippers across the country. The Smithsonian Institute’s Museum of American History is looking to hire a beer historian for a three-year appointment based in Washington, D.C. Museum curator Paula Johnson told the Washington City Paper that the job is a brand new position funded by the Brewers Association—a national trade group that represents craft beer makers and that the Smithsonian is looking for a candidate who can “focus and dedicate efforts towards research, documentation, and collecting American brewing history.” “We have collected food history for many years, so when we were doing the research for the exhibition, which is all about big changes in the post WW II era in how and what we eat, one thing we were curious about is the craft beer movement,” Johnson says. “We were looking at wine, coffee, cheese, artisanal bread, and farmers markets. Well, this movement with small-scale, local regional beer is part of the ethos.” Currently, the Museum of American History has information about beer history dating back to the late 19th and early 20th centuries, but very little from the 1960s til today—which many consider to be the heyday of the craft beer movement. According to data from the Brewers Association, there are now 4,269 breweries in America—a historical high since 1873, when there were 4,131 breweries in the country.The number of beermakers in the U.S. jumped 15 percent in 2015 alone. The historian/scholar position requires individuals to travel, interview beer industry professionals, write articles about beer, perform research for exhibits and archives—and of course drink the stuff. The position pays $64,650 plus plenty of bubbly benefits. According to the official posting, “Candidates with an advanced degree in American business, brewing, food, cultural, or similar specialization within history are encouraged to apply.” But beer lovers should get moving. Applications for the Smithsonian Food Project’s beer history expert are due Aug. 10.
How cool would that be!?? 🙂
It turns out that craft brewing isn’t just for modern hipsters looking to blend, ferment and sip the elements. Researchers have announced the discovery of pottery vessels at the Jijaya site in northern China that provide beer brewing clues that are 5,000 years in the making. According to a report in the Proceedings of the National Academy of Science (PNAS), these ancient Chinese hipsters used a combination of broomcorn millet, barley, Job’s tears and tubers in their fermentation process. The report findings reveal direct evidence of in situ beer making in China, the first of its kind. The presence of barley was particularly interesting to the team, because it was deduced using a process that examined the fossilized ingredients, based on phytolith morphometrics (the study of fossilized plant residue). The findings suggest that barley was present in China 1,000 years earlier than previously thought, according to the report. “Early beer making may have motivated the initial translocation of barley from the Western Eurasia into the Central Plain of China before the crop became a part of agricultural subsistence in the region 3,000 years later,” wrote the team. Lead author Jiajing Wang of Stanford University told AFP that the beer might have, “tasted a bit sour and a bit sweet.” “Sour comes from fermented cereal grains, sweet from tubers,” he said.
Launched by Adolphus Busch in 1876, Budweiser is still one of America’s top selling and best-known beer brands. And while craft brews may be making a dent in the big guys’ appeal, the brand still boasts a loyal fan base and continues to turn out great a campaigns. From the famous Clydesdales to Helen Mirren’s sassy anti-drunk driving Super Bowl commercial, here are a few things you may not have known about Budweiser.
To see the list, click on the text above. As someone originally from St. Louis, AB is an institution in that great city. 🙂
The King of Beers wants to solidify its status as a true U.S. icon by changing its name to “America” this summer. Anheuser-Busch InBev, the parent company of Budweiser, has asked the Alcohol and Tobacco Tax and Trade Bureau for permission to use labeling that replaces the beer’s name with the word America and boasts patriotic phrases like“Land of the Free,” “Liberty and Justice for All,” “Home of the Brave” and “From the Redwood Forest to the Gulf Stream waters this land was made for you and me,” reports AdAge. AB InBev owns two of the country’s bestselling beers—Bud Light and Budweiser—but the company is technically no longer American-owned. InBev, a beer conglomerate based in Belgium and Brazil, acquired Anheuser-Busch in 2008. But the company has worked tirelessly to maintain its image as all-American institution. Since 2011, the company has released special edition summertime cans that feature images such as American flag stars and stripes or the Statue of Liberty as a nod to several patriotic pastimes including Memorial Day, July Fourth, and barbecue season in general. “You have this wave of patriotism that is going to go up and down throughout the summertime,” Anheuser-Busch InBev U.S. Marketing VP Jorn Socquet told AdAge, though he wouldn’t specifically talk about the “America” label plans. “We found with Budweiser such a beautiful angle to play on that sentiment.” Budweiser, an official U.S. sponsor of the Olympic games, will continue its patriotic push with a new ad featuring several Olympic athletes and a branded series that tells inspiring stories of “Team Budweiser” athletes starting in June.
As someone who is originally from St. Louis, I’m torn on this. On the one hand, the patriotism angle is cool. On the other hand, it’s kinda disingenuous..as the company, a long-time St. Louis institution, is now owned by a “beer conglomerate based in Belgium and Brazil.” So, that kinda ruins it..
When it comes to health benefits and alcohol, antioxidant-rich red wine is usually the drink drawing all the praise. But beer — carbs and calories notwithstanding — also has its upsides, with studies showing the beverage can help prevent kidney stones, strengthen bones, and aid your digestive system. Now, scientists have discovered another health advantage in your brew: A compound called xanthohumol, a flavonoid naturally found in hops, can be a boon for weight loss and may help scientists create a novel approach to addressing obesity. Tests have also shown xanthohumol can lower cholesterol and blood-sugar levels. No, drinking beer won’t help you lose weight. A pint of IPA contains only 0.0757 mg of xanthohumol, says Cristobal Miranda, a research assistant professor with Oregon State University’s Linus Pauling Institute and lead author of the study, published in a special issue of Archives of Biochemistry and Biophysics. To derive any benefits of xanthohumol from beer, you’d have to do the impossible and guzzle 3,500 pints per day. But, researchers say, in the future, a concentrated amount of xanthohumol could be packed into a supplement and taken once a day. The supplement could be a low-cost and effective treatment for metabolic syndrome, the set of factors that increase your risk for heart disease, diabetes, stroke, and other health problems. About one in three Americans have metabolic syndrome, estimates the American Heart Association, so this could be a welcome innovation.
Indeed! To read the rest of this article by Brittany Anas over at Men’s Journal, click on the text above. Think I’ll have a beer after work… Prost! 🙂