time of the pharaohs.
Today, beer seems to be more pervasive than ever before -- "microbeer," to be specific. Pick up a newspaper, watch TV, or just look out the window, and you'll witness the microbeer explosion; the new phenomenon taking America by storm.
But, is it really new? Hardly. Given the fact that beer has survived throughout the centuries, most of it brewed in quantities minute enough to quite easily earn it the moniker "micro." Isn't it likely that the "microbrewery explosion" is, in fact, as old as beer itself? In a sense, yes. But, before we delve into some of the terminology essential to understanding the whole specialty beer phenomenon, let's get one thing straight between us: "micro" breweries aren't exactly new. In fact, as recently as the 1950s, most towns in America had their own regional brewery. Back then, beer didn't travel very far before being consumed in or around the city or town where it was brewed, and the sheer quantity of brands to choose from was comparatively large. If you lived in Chicago, you drank Old Style; if you were in Texas, you chugged Lone Star; in upstate New York, Genesee; Milwaukee, Blatz; Pittsburgh, Iron City; Baltimore, National Bohemian; and so on. These brands still exist today, but are slowly declining, as beer drinkers become inundated by new brands and selection grows exponentially.
To give an example: in 1903, Chicago had about 50 breweries; by the 1980s, it had none. The advent of refrigerated trucks, better distribution systems, and mass marketing created the perfect environment for corporate monoliths like Anheuser-Busch to infiltrate smaller markets and take them over. Local breweries were priced out of their respective markets and effectively dominated by major brands whose ability to step in and crank out thousands of hectoliters of identical beer earned a national market presence.
The watchword for the '90s, however, is variety, and lots of it. Television, mass media, air travel, and the internet have made the planet and increasingly small and accessible place. Whereas, in the past, egg foo yung was considered exotic oriental cuisine, nowadays urban denizens may choose from a variety of Asian fare that might include Chinese, Szechwan, Japanese, Thai, Vietnamese, Malaysian, Burmese, etc. The attraction is obviously regional. Craft beer, like every gourmet product -- be it wine, food, or cigars -- owes much of its appeal to its regional heritage. Just as Europe has long been renowned for its beer, America now boasts enough regional beer variety to keep a curious enthusiast on a life-long tasting experiment without sampling all the different beers available.
Like the worlds of cigars, food, or wine, the burgeoning phenomenon of specialty beer comes with its own language, and calls for a quick study in its terminology. The following provides a top-to-bottom look at the specialty beer industry:
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