American Lagers - porque é que são tão aguadas?

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bmxutos
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American Lagers - porque é que são tão aguadas?

Mensagempor bmxutos » segunda abr 23, 2007 1:03

Encontrei um texto que achei bastante interessante e que explica parcial e sucintamente o porquê das cervejas macro americanas serem tão mázinhas.

"Why Is American Lager So Light?

If you don’t know, the style of beer sold by the mega breweries that originally derived from Pilsner is categorized as American Lager. I’m not sure if calling it American is really fair as this stuff, light in color, flavor, aroma, and character, is brewed and sold on every continent. Must frustrating to beer nerds such as myself, is that it is far and away the most popular beer on the planet. Craft beer is making steady gains in the US beer market all of the time but it is still only a minor part of overall beer sales.

Ask any beer lover how this stuff rose to popularity in a country whose founding fathers prized their homebrewed porters and you’ll hear something like this: After prohibition/the depression/WWII big corporations put the bottom line ahead of quality beer and began to cut the barley in their recipes with cheaper rice and corn. These ingredients add no flavor while maintaining the levels of alcohol. With less malty flavor, they could use less hops which further cut the cost. Then the evil corporations convinced consumers that this swill is what they wanted through clever and shameless marketing tactics. As they gained market dominance they were able to drive the quality beer brewers out of business by undercutting them with their watery stuff. By the 1970’s all of the good beer was gone and these mega breweries seemed to own the market. But a few heroes of good beer entered the scene about that time and began to quietly brew the good stuff.

It’s a nice story and one that I loathe to give up. But a recent study of the history of beer in America has unearthed a completely different accounting of the events that led to the dominance of American Light Lager. According to historian Maureen Ogle Americans wanted watery beer. When I first heard this I just couldn’t swallow it. But after talking to her at the Great American Beer Festival last month I have to admit that she makes a pretty good argument. Besides being a perfectly enjoyable conversationalist, she knows quite a lot about the history of beer and drinking in America and her conclusions make a lot of sense. I’ll publish the interview soon but you can see for yourself what she has to say about beer in the US in Ambitious Brew – The Story of American Beer. "


beertruck
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Re: American Lagers - porque é que são tão aguadas?

Mensagempor beertruck » quarta mai 02, 2007 17:12

bmxutos Escreveu:It’s a nice story and one that I loathe to give up. But a recent study of the history of beer in America has unearthed a completely different accounting of the events that led to the dominance of American Light Lager. According to historian Maureen Ogle Americans wanted watery beer. When I first heard this I just couldn’t swallow it. But after talking to her at the Great American Beer Festival last month I have to admit that she makes a pretty good argument. Besides being a perfectly enjoyable conversationalist, she knows quite a lot about the history of beer and drinking in America and her conclusions make a lot of sense. I’ll publish the interview soon but you can see for yourself what she has to say about beer in the US in Ambitious Brew – The Story of American Beer. "


Já tinha lido qq coisa sobre o estudo (livro) dessa Maureen Ogle. Ao que parece, quando os americanos começaram a introduzir milho na produção de cerveja, o milho até era mais caro que a cevada. Aparentemente, a razão de introdução do milho, foi mesmo ir de encontro ao gosto dos consumidores.

Não me perguntem é porque é que a generalidade dos consumidores de cerveja gosta de cervejas sem sabor. Deve estar relacionado com o sucesso de McDonald's e afins. Os marketeers (e os psicólogos e os sociólogos) talvez saibam explicar.


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Bormanico
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Mensagempor Bormanico » terça fev 24, 2009 1:28

Fonte?


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bmxutos
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Mensagempor bmxutos » terça fev 24, 2009 9:58



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Bormanico
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Mensagempor Bormanico » terça fev 24, 2009 13:50

Obrigadissimo.


RTS157
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Mensagempor RTS157 » terça fev 24, 2009 19:43

http://www.youtube.com/watch?v=KW_hoUZXnUQ

O que o rapaz diz no fim é bem verdade: é importante sair e experimentar novas cervejas. Caso contrário iremos sempre beber as mesmas Bud e Coors (leia-se Sagres e SB).



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