American Brewer Spring 2012 : Page 14

new Alchemy & Science division), answers, “Not really,” when asked if he was following developments at Magic Hat. Besides, he adds, a non-disparage-ment agreement prevents him from offer-ing any criticism. When asked if it’s possible for a large corporation to duplicate what a small craft brewery does, he replies, “Duplicate, no. But I’m not sure any craft brewery is duplicable by another, regard-less of size.” In other words, there’s no sure path to success for anyone. And maybe that’s why the big brewers are taking such a scattershot approach, courting craft drinkers through a combination of buy-outs of small breweries, partnerships, importing deals and in-house produc-tion of new labels. With their enormous city, with the grand opening planned for August 2012.) For the nostalgic drinker, NAB also has revived Genesee Twelve Horse Ale, a brand not seen in decades, for a new Genesee variety pack. Magic Hat is the edgier line aimed at entrenched craft drinkers. NAB has retained the psychedelic look of the labels and has continued experimenting with new brands and ingredients (recent releases include Elder Betty, a summer seasonal flavored with elderberries, and the revival of the Humdinger series of bigger, experimental beers in 750ml bot-tles). NAB, true to its earlier promises, continues to brew the Magic Hat beers in Vermont (with the exception of a canned version of Magic Hat #9 made in Rochester). Magic Hat founder Alan Newman, who abandoned the company after it was sold (he’s now running Boston Beer’s resources, they can hedge their bets and throw brands by the dozens against the wall of consumer accep-tance, to see which ones will stick. Most won’t. But they hope that the few successes will justify their efforts. Photo by Chris Hlady Brewkettle Production Works Jackhammer battled its way to the top amidst 18 barley wines, to win the prized gold medal at Coles 7th annual barleywine com-petition. The enormously complex beer had won 2nd place last year. Cole’s Barleywine competition is open to all competitors in the U.S. and beyond, and is judged by a handful of beer experts in a best of show style method. This year, 2nd place was won by Firestone Walker Brew-ing’s Sucaba , a barrel-aged beer. 3rd Place was won by Deschutes Brewery’s Mirror Mirror . 14 American Brewer Spring 2012

Jack Hammer
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