I have been absent for quite some time now. Don’t worry, my passion for fine beer and delicious food has not subsided – if anything it has increased. I was out shopping for supplies in preparation for tonight’s hockey game and while picking up a 12 case of Central City’s summer pack I caught sight of a heartbreaking slew of product’s that left my soul devastated. Light Lime Lager is everywhere! No longer is this craze limited to the macro brewing giants, small craft brewers have jumped in head first without hesitation and fear of drowning in the deep end of the macro brewers pool of mass market “beer”. Dead Frog, Big Rock and The Northam Group are all promoting their own fizzy lime swill marketed at lager and I am afraid this is the beginning of the end.
It is true, Bud Light Lime is a massive hit, and why not, people love 7up – market 7up as beer and, what do you know, its a hit. It doesn’t disappoint me to see new products on liquor store shelves that macro brewers market as beer, when really they resemble juice more than beer, I don’t expect much from giant corporations. However, I hold craft brewer’s to a much higher standard and I am disappointed in their current behaviour.
To all you craft brewers offering a lime “beer”, please stop, its not a good thing that you are doing. If your marketing team is pushing you to offer this product, please inform them that following trends, not fads, is the best practice.
On a more positive note, I am making Salt Spring Island mussels, fries, and wings tonight – accompanied by an oude guezze . All will be enjoyed in the company of good friends while cheering the Canucks on to victory.