38 Beverage Dynamics • November/December 2014
www.beveragedynamics.com
H
istorically, brewing naturally follows the changing of the
seasons. And consumers follow the changing parade of
seasonal beers. Arguably, winter seasonals are the most
important of the year — robust and hearty, often-spicy
brews that warm up the cold dark days and are perfect
for holiday toasts and gift-giving.
SHEDDING LIGHT ON DARK
What kinds of beers are winter seasonals? They share a number of
characteristics and include stouts, barleywines, Scotch ales and bar-
rel-aged ales. "The Christmas and winter ales are those warm-you-
to-your-toes kind of beers," pronounces Wayne Crokus, manager at
Steve's Wine Beer Spirits, one of the chain's three stores in Madison,
Wis. This winter he will stock at least a couple dozen seasonals.
"The dark malty style of holiday beers represents the shorter,
darker days and tells the consumer that winter is here and it's a time
to stay warm," echoes Andy Tysler, VP of sales at Deschutes Brew-
ery. That description fi ts the company's winter warmer, Jubelale,
which Deschutes has released for the past 27 years.
"Traditionally, our winter brews are full bodied and festively
spiced using ingredients such as cinnamon and nutmeg,"
explains Jim Koch, Samuel Adams' founder. Boston Beer
has brewed its Samuel Adams Winter Lager since 1989.
It's a rich bock beer brewed with ginger and cinnamon
with a citrus note from orange peel. Other Boston Beer winter sea-
sonals include White Christmas Ale, Old Fezziwig and Merry Maker
(a gingerbread stout).
Of course, not all are brooding bruisers. Anheuser-Busch's Shock
Top brand offers an easy-drinking 4.3% ABV Shockolate Wheat, a
Belgian-style ale, which gets festive creds from dark malts and aging
with vanilla and cocoa beans. Goose Island's entry is Ten Hills, a pale
ale hopped with Perle, Cascade and Saaz. However, Goose Island's
Festivity Ale also fi ts the holiday profi le with dark fruit-malt fl avors
and an ABV of 7.7%.
H
Holiday Cheers!
BY THOMAS
HENRY STRENK
Retailers deck
the aisles with
seasonal beers.