While some of those things deserve to die — screw you, yogurt! –, it appears that millennials are now being slapped with killing the flagship beer. And we don’t think that’s fair.
“A lot of beer drinkers have developed a sort of ADD with respect to the beers they drink, so going for a glass of beer at the bar or pub becomes less a pleasant distraction and more a relentless search for what’s new and exciting. In this mad rush towards the unusual and unknown, we tend to forget the great, familiar and still-wonderful beers that guided us all along the path to the craft beer renaissance,” says beer journalist Stephen Beaumont in an article at Forbes.
So, Beaumont decided to bring back the flagship. He’s launching a campaign called #FlagshipFebruary to remind everyone — millennials included — just how awesome our tried-and-true stalwarts are, and we’re definitely jumping on board.
This is a concept that’s as old, at least, as music itself. Handel, Rachmaninoff, Copland, and just about everyone else has done it. Mozart wrote twelve variations on “Twinkle, Twinkle, Little Star.” They take a melody — “Twinkle, Twinkle” is 48, relatively repetitive bars — and they play around with it. The basic thematic material is still there, but really only recognizable if you know what you’re looking for.
We do the same thing in brewing. We’ll take a well-known beer, add some stuff to it, and it’ll be new and interesting and much more exciting than the original brew.
And, since Coastal Evacuation is music to our ears, for our next limited can release, we’re double dry-hopping it with Galaxy and Mosaic, releasing from the Brewtique on Saturday at 11am.
Friday night, we hit the Rio Station in Rio Grande for our own Tap Takeover, which coincided with the release of the restaurant’s new menu. The place was jamming. “I wouldn’t pour Cape May beer unless I loved it,” head chef Rich Rutherford told us. “That would be bullshit.”
At the CMBC table, over a plate of tempura veggies, topics of discussion included:
How CMBC sales rep Richie Rallo and Social Media manager Courtney Rosenberg went to prom together in 2005. “I got my hair cut twice that day, because the first time was awful,” says Richie.
How good the warm pretzel nugget appetizer is, and we’re not just saying that because the side sauces (Devil’s Reach Sriracha! Honey Porter Mustard!) are made from our own beer.
Whether “exito” is the Spanish word for exit, or success. (Consensus: success!)
Around 9pm, we knew pop rock cover band Stellar Mojo would be taking the stage soon, so we broke away from the crowd to chat with lead singer John King. He told us that he came back home for this show, the first local venue he’s played in three months because he’s been so busy with gigs in Baltimore, Philly and Boston. And, turns out, CMBC beer being on tap was a big factor in that decision.
“All of my friends love it,” he said. “We’re hoping to team up with the brewery more in the future.”
Then John told us that, if he were one of our beers, he’d be the flagship Cape May IPA because “it’s got some balls to it.”
So — after he took the stage, thanked everyone for coming to watch him instead of the Fifty Shades of Gray premiere, and began singing Bruno Mars while throwing glowsticks into the crowd — we did some reconnaissance, curious about how other people see themselves in terms of beer.
“I’m a Devil’s Reach, because I’m smooth and not overly complex,” said Wildwood Crest resident Jerry Mainardi.
“Mopwater, because there’s a lot going on with it,” said Eric Bronson from “just down the street.”
“Honey Porter, because it’s perfect in every way,” said Tom Sullivan from Rio Grande. (Okay, his wife answered for him, but she wouldn’t give us her name.)
“Coastal Evacuation, because it’s smooth but dangerous, baby,” said our server Olivia Steffa.
“The Wednesday One-Off, because it’s original, a little unique, and always a special edition,” said Erika Watson from Wildwood Crest.
Around this time, a table noticed us asking so many questions, assumed we worked for the restaurant, and tried to order six Fireball shots from us, so we figured we’d better sit down. But we did so knowing that this Tap Takeover had been a great success, er, exito.
Cape May Brewing Company is kicking ass and taking names. (Isn’t that what the kids are saying these days?) But seriously – we’ve won, we’ve won!
On January 24, 608 brews from 108 breweries across the nation were tested in Bend, Oregon by industry professionals in a BJCP (or Beer Judge Certification Program)-sanctioned event. Meaning? The judges here were the real deal, having qualified for their positions via exams on this 66-page(!) study guide.
In the category of Imperial IPA, our Coastal Evacuation — a Centennial-hop heavy beer that will have you evacuating your home to hit our tasting room (badum-ching!) — scored a silver medal, besting 27 other entries. “It’s a pretty cutthroat category, so we’re thrilled,” says brew master Brian.
Another winner was our light and refreshing Tower 23, which earned silver in the Berline Weisse group. Little known fact? This is the beer that almost never was. “Brian wanted to do this for so long,” says Chris. “I told him ‘no’ for about six months before I finally said, ‘OK, this is how we’ll do it.’” There’s a lesson there, kids — if at first you don’t succeed… keep trying until you get a kickass beer.
Finally, our most popular pint, Devil’s Reach, took home a bronze in the Belgian Golden Strong Ale class.
“It’s something every brewer wants to do — win awards,” says Brian. But we know that his real motivation is more warm and fuzzy than that. “To make the best product, you have to really care about it. When you’re brewing beer, it’s important that your heart be in it.”
Cheers to your favorite liquid labor of love.
End of products
No more pages to load
Join our newsletter, The Growler, to stay in the know.