Consumers choose quality over quantity in tough times

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I see a lot of lists throughout the year. Grocery lists, to-do lists, school supply lists, lists of upcoming events, Christmas list, lists of New Year's resolutions, the list of lists goes on and on.

People who know me will be shocked to learn I don't generate most of these lists, that I actually have the organizational skills of a hamster. My lists tend to be committed to memory rather than paper and recalled imprecisely and hardly ever when I need them. Apparently, attention span is critical to list making. I'd barely written the first entry on my own Christmas list (a replacement for my treasured Homer Simpson talking beer opener, lost in the line of duty while opening a particularly stubborn, though deliciously hoppy Winter Hook ale) before I was lost in reverie, recalling the year nearly past.

Looking back, beer was a glowing beacon on a fairly bleak horizon. While I wouldn't recommend drinking as a solution to one's problems, at least beer wasn't one of the problems, despite some major upheaval throughout the industry. Shortages of hops and barley, consolidation among the big brewers and an economic slowdown in general had many experts predicting dark times for brewers, particularly craft brewers. Some people -- I suspect hopeful corporate marketing types -- began talking of "buying down," forsaking slightly more expensive craft beer for the extra quantity of cheaper beer.

Happily, while there has been some increase in price, you can still go to your favorite beer store and pick from a vast array of choices to get a six-pack of excellent craft beer for under $10. Many craft brewers, including northeast Iowa's own Hub City, are expanding and brewing more styles. Rather than pass increased costs on to loyal customers, brewmasters around the country have responded to the shortages with creativity and generosity, as with Samuel Adams sharing at cost, their own supply of hops with other breweries. Other brewers are beginning to experiment with growing their own hops and barley, and even exploring other flavoring and bittering ingredients.

In short, we consumers have chosen to drink less quantity, if absolutely fiscally necessary, but not lower quality. To illustrate the point, I offer a short list of favorites, in no particular order, from 2008, some old, some new, as proof we drink better than ever.

Best beer with dancing pink elephants: Delerium Tremens. A deceptively strong pale Belgian sipper, good anytime but a nice alternative to darker winter warmers.

Best beer you can't buy: Ben Schafer's Bourbon Dunkel. This homebrew with a warm whiff of bourbon in each sip just gets better and better as it ages. One of my few New Year's resolutions is to brew, under strict guidance, another batch to pay back Ben and the other generous members of the CRAZE homebrew club.

Most likely to make me cry: Ayinger Marzen. My favorite Oktoberfest from a pack of outstanding offerings this year. Any Ayinger brew would be welcome in my stocking but the blend of big toasty malt with just the right tint of hops puts the Marzen on par with their famed Celebrator Doppelbock. It was so good I didn't share. Then I felt guilty, bought another and broke it while re-arranging the fridge. Tears now come to my eyes any time I hear glass breaking. Therapy may be in order.

Best beer of summer: Scrimshaw Pilsner. A sparkling fresh pilsner from North Coast Brewery offering a near-perfect balance of hops and malt.

Other best beer of summer: Hub City Wheat-It is, along with the Scrimshaw, a refreshing summertime front porch favorite, though equally enjoyable on a visit to the brewery itself in Stanley, Iowa. It brings back memories of leisurely Bavarian summer weekends.

Best beer from a can: Surly Furious. A veritable fireworks display of floral, citrus hops for the taste buds. If you think nothing good could come from a can, try this.

Surprise of the Year: Michelob Pale Ale. A decent entry to the style with enough flavor and substance to live up to the labeling. A standout among the other macro-brewery "craft" offerings I've so far tried.

Best beer with a cork-boulevard : Sixth Glass. From their Smokestack series of big brews. Dark and rich and toasty with hints of dried fruit. Big enough in bottle and alcohol content to share with friends.

Most likely to sneak in my shopping cart: John's Generations White Ale. A delicious Belgian wit brewed by Millstream Brewing in Amana, IA, that seems to magically appear in the cart every time I go down the beer aisle.

Best testament to hops: Dogfish Head 60-Minute IPA. This ten-pound hop sledge hammer drives an immensely enjoyable spike through the taste buds.

Well, I still haven't finished my official Christmas list, though anything from my little mental side-trip will do for family members still looking for gift ideas and old enough to buy beer. Given the ups and downs of 2008, it speaks volumes about the commitment of brewers, distributors, retailers and consumers to have such a range of choice. If it can be this good in a year like 2008, I can't wait to see what 2009 will bring.

Happy Holidays and Prost!

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