Named for Chicago, but Goose Island's 312 to be brewed in New York

According to the Chicago Tribune:

Three months after being acquired by Anheuser-Busch, Goose Island Beer Co. said today that its massively popular 312 Urban Wheat Ale will soon be brewed in an AB facility in upstate New York.

Brewing a beer named for Chicago in Baldwinsville, N.Y. -- 700 miles from where it was created -- might raise eyebrows among those who criticized AB's $38.8 million takeover of Goose this spring, but Goose founder and Chief Executive Officer John Hall said the move will be a boon for fans of the brewery's higher end beers, like Matilda and Bourbon County Stout.

Accounting for almost half the brewery's sales, 312 has required significant resources at Goose's Fulton Street plant. With the beer's production heading east -- partially at first and likely entirely at some point -- that space can be used for other projects, Hall said.

And here's something I didn't know:

312 is the third Goose beer to leave its hometown; all of the brewery's India pale ale and most of its Honker's Ale are brewed at a Redhook brewing facility in Portsmouth, N.H.

Read the whole story at the Chicago Tribune.

Giving beer a home in the Rhineland

The Local takes on the Düsseldorf-Köln beer rivalry:

Whereas Cologne is all about drinking golden Kölsch in dainty glasses, Düsseldorf prefers the more ale-like favour of darker Alt.

To avoid ridicule while touring the Rhineland, caution is advised. A customer trying to order a glass of Alt beer in a Cologne pub will earn scorn and mockery from waiters and patrons alike. Conversely, asking for some Kölsch in a Düsseldorf locale is a sure-fire way of becoming the butt of many jokes for the rest of the night.

“It's a kind of love-hate relationship,” says Dirk Rouenhoff, master brewer at Schlüssel, a traditional brewery in Düsseldorf's historic centre. “Ultimately, it's something amusing that provides plenty of conversational fodder as well as funny anecdotes. And it can be a useful gimmick in advertising campaigns.”

The best example is a now-infamous billboard that adorned the streets of Düsseldorf last year. Früh, Cologne's third-largest beer brand by sales volume, depicted an empty Kölsch glass alongside the caption, “Before it gets old” – a stinging pun on “alt,” the German word for “old” as well as the beer. Another ad agency quickly pushed back in the name of Düsseldorf's brewers with a campaign claiming “Alt knallt,” which translates loosely as “Alt is the bomb.”

Read the whole story at The Local.

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