Super Bowl Sunday picking a winner

This is one of those in the sporting calendar which has a lot of traditions attached to it. The FA Cup Final used to have some of it, when we’d hear about how many kettles were boiling and toilets flushing at halftime. I have never experienced “Super Bowl Sunday” first hand in the US. Most of what I associate with it comes from various TV shows which have a Super Bowl themed episode. My experience tends to come from trying to stay awake and wondering if It’s worth the trade-off in terms of having to go to work the next morning, usually tiredness wins out regardless.

One of the most intriguing aspects besides the whole concept of the “halftime show”, is the excitement generated for the big budget ads shown during the countless interruptions to the game (again something we don’t get during our coverage of the game). It was an ad break during Super Bowl XXIX that the infamous Budweiser frogs first appeared and let’s not even go near “wassup” (an ad during Monday Night Football). Needless to say YouTube will have each one available shortly after broadcast and we can see for ourselves what the creative agencies pushing the macros have come up with this year.

Today’s match up sees the Denver Broncos with the best offence facing off against the best defence in the form of the Seattle Seahawks. I toyed with the idea of doing a sort of beer Super Bowl but it was hard to get some of the great beers from Colorado that were around last summer and autumn particularly those from Odell (who could forget deconstruction), Oskar Blues and Left Hand. I could have perhaps turned to Flying Dog, which has its spiritual home in the Rockies before escaping to Maryland. Rather unfortunately we also have a distinct lack of great beers on this side of the Atlantic from Washington State. I would have had to turn to Redhook, which would have courted some controversy from beer aficionados for its “Budhook” connotations. Perhaps we could’ve hand a Redhook v Blue Moon (if we took some of the seasonal collection) shoot-out.

So with time running out, I decided to opt for one beer only and one that reflects the game for me. This year’s game has an added twist because of the weather factor. It’s being played out doors for the first time in 42 years and the venue being New Jersey’s MetLife Stadium, the successor to Giants Stadium which of course was home to one of the greatest days in Irish sport. So much talk during the two weeks leading up to the game was about the cold snap (polar vortex anyone?) and the potential for snow. The most interviewed person was not Peyton Manning but the NFL’s official Super Bowl weatherman. Taking all this and the fact that I’m picking Denver for no other reason but having seen more of them this season, I have opted for Accumulation from Colorado’s New Belgium Brewery.

I really like this brewery and am a fan of their iconic Fat Tire (amber ale) and their black lager 1554. They can really brew and perhaps like Sierra Nevada they’ve become a little bit of a victim of their own success in that people see them as too familiar. Just wait until they try their Rodenbach-inspired La Folie and other Belgian interpretations. They haven’t called themselves New Belgium just to be clever. I hope that they will soon follow their neighbours and also family-owned brewery from Fort Collins (i.e. Odell) to this part of the world. This may be sooner that we think, they’re expanding like Sierra Nevada with a new East Coast brewery in North Carolina.

Accumulation was the brewery’s winter seasonal and it’s a white IPA. Sure why not? Apart from the classic and black IPAs, Uncle Sam would be proud we now have the red and the white and all we need now is a blue IPA (A step too far? I once worked at the International Food Expo, which had a tribute to “blue” food). Now back to Accumulation, it pours a hazy light straw colour that was topped with a vibrant creamy white head that gave way for a thick band around the rim. There’s fresh citrus and pine on the nose. Amarillo and Mosaic are the workhorses here. It is initially bitter but allows some sweetness to come through. A mild and pleasant bitterness remains in the aftertaste of this 6.2% brew.

The brewery chose Accumulation for their winter seasonal to demonstrate that not all winter beers need to be dark. It might not be too your taste or you might prefer other styles, but in many ways it reflects our approach to American Football. Regardless both are increasingly popular at this time of year.

Post-game follow-up: Well that was a surprising result, no one expected the Seahawks to completely dominate the game and for the Broncos to capitulate like they did. Another surprise was the weather apparently was a balmy 7ºC at kick-off. The ads involved at one time Arnold Schwarzenegger playing table tennis, Anna Kendrick plugging Newcastle Brown Ale (still so popular Stateside), a puppy and a clydesdale (guess who?), as well as Don Cheedle and a llama because why the hell not?

I may have gotten it wrong about the result of the game but I watch it more out of curiosity than anything else but I still think Accumulation was worth the punt.

Woohoo, craft beer can still sponsor what now?

In the wake of Budget 2014 with 10 cents added to the pint (before VAT being applied) and the announcement that minimum pricing is to be introduced, Government also decided to put off the banning on alcohol advertising at sporting events. Various sporting bodies and associations breathed a sigh of relief because it removed the risk of losing a valuable source of income. This will of course be of little benefit to Ireland’s craft breweries but the growth in independent breweries elsewhere have seen them encroach into the previous taboo area of mainstream  sports advertising and sponsorship.

Take for instance that the second-tier of English rugby is the Green King IPA Championship. Marston’s Pedigree is the official beer of English cricket and its English Pale Ale is a big seller at Lords. The Kent county cricket team is sponsored by Spitfire. The best craft beer sports sponsorship link-up has to involve newly arrived to Irish shores Dale’s Pale Ale from Colorado’s Oskar Blues Brewing. It holds the honour of being the very first Nascar-branded beer.

Source: www.oskarblues.com

With the Heineken Cup seemingly in disarray and a new competition structure in the offing, might we see some interesting sponsorship deals? For example, the Cork County teams being sponsored by Franciscan Well? Singha is now the official beer of the 2015 Rugby World Cup but if Ireland hosts it in 2023, will one of our existing independent breweries provide the official beer? Unlikely but I’d settle for more choice at sports venues. However, they’d limited to draft or taking a page from US craft breweries, cans. I don’t think too many Irish breweries would want to produce beers in plastic bottles (although maybe the technology will improve over time) because they’ve left that behind in the early home-brewing days.

So in short the wasn’t too much to cheer the Irish independent brewers in the Budget, except for the fact that the 9% VAT rate is retained and we have seen the growth in pairing good food and beer. Also, there were positive measures introduced to support entrepreneurs such as changes to the Employment and Investment Incentive Scheme and Capital Gains Tax. The ‘Start Your Own Business’ scheme grants a two-year exemption from income tax to founders  who have been receiving social welfare for fifteen months or more (up to a limit of €40,000). This could be an opportunity for Beer Ireland and the Taste 4 Success Skillnet to really make a difference because those already on the live register availing of their courses/network could be really encouraged to go out and start their own brewery. Let’s hope these measures work.