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Alan Horton

Alan Horton

Al Horton retired after 27 years with Bob Hall LLC, a beer distributor in Upper Marlboro, MD. In addition to his journalistic duties for The Beverage Journal, Al is currently an Adjunct Business Instructor at Anne Arundel Community College.

Blog entries categorized under May 2014 Editions

Posted by on in May 2014 Editions

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Twenty nine years ago the Blue Point Brewing Company, Long Island’s first significant microbrewery, was founded in Patchogue, New York by two old friends - Mark Burland and Peter Cooper. Unlike most microbreweries, Blue Point’s first beer was a lager rather than ale.  This was risky business as lagers require much more care throughout the brewing process than your typical ale.  Darker color or additional hopping cannot mask flavor flaws and other mistakes.  But Burland and Cooper’s risk paid off.  Toasted Lager became the brewer’s flagship brand, and a Gold and Silver Award winner at the World Beer Cup competition.

Blue Point’s “Toasted Lager” takes its name from a brewing technique that uses the direct application of flames to heat the brew kettle. This is in contrast with the usual method of heating the kettle with steam.  The long used “Fire Brewing “method has been around for a long time and provides a hint of toasted flavor.  It was used and highly touted by Detroit’s famous Stroh Brewery. 

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Beer marketing practices have changed rapidly in recent years and continue to evolve. It wasn’t long ago that local beer marketing consisted of the “beer man” bellying up to the bar and buying a couple rounds. While bar nights and trade spending still exist they have been eclipsed by other practices, but the one element that hasn’t changed from those bygone days is the firm belief in the popular slogan “Making friends is our business.”

The reach and power of personal marketing has now become more important than ever, and the majority of craft brewers “get it.” They have rediscovered what industry veterans have known for years that a friendly approach, knowledge about one’s product and providing honest recommendations go a long way in the brand building process.

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