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TRENDCENTRAL PICKS: TRENDS ON TAP
Beer trends to go with your weekend of BBQing
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When it comes to sophisticated adult beverages, it seems that much of the excitement and experience of drinking revolves around wine, cocktails, and the hard stuff. Lately, attention has been duly paid to beer and the exploration of its complexities and potential as a real beverage menu star. So as you get the grill fired up this holiday weekend, keep in mind a few of our favorite trends in the category:
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Beer Cocktails: Straight up draught beer certainly has its own merits, but for a unique twist on the average brew, these cocktails are a fun alternative. Perfect for the rising temperatures, ice cold beer cocktails are refreshing and lower in alcohol than their hard liquor counterparts. Our introduction to the category began at NYC's Barrio Chino with a Michelada, which quickly opened our eyes to the variety of beer cocktail options being offered around the country. Some of our personal favorites include the aforementioned Michelada, composed of light Mexican beer (we like Sol), fresh lime juice, Worcestershire and Cholula, topped with a lime juice and salt crusted rim; the Pumpernickel at NYC's WD-50, made of Brooklyn Brown Ale, rye, caraway and molasses; the Maldenado at Boston's Eastern Standard, made of Negro Modelo, tequila, agave nectar and fresh lime juice; and the Kiss Kiss Bang Bang at West Hollywood's Saint Felix, an off-menu treat made of Hefeweizen, Hendrick's gin, elderflower liqueur, fresh lime and mandarin orange juice. For mixologist wannabes, NYC's Village Pourhouse recently hosted a Beer Cocktails Mixology Class where professionals created hoppy drinks ranging from the Oatmeal Cookie to the Dirty Hoe'.
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Beer Pairing: Why should wine get all the attention when it comes to enhancing a top-notch culinary experience? The Great Brewers website recently introduced Beer Sommelier, a section of the site that helps beer drinkers pair a variety of foods with the corresponding complementary brews. The service also helps searchers locate the bars, restaurants, and stores that carry the suggested beers.
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Beer Wars:
Last month, a select number of people in cities around the country attended a live screening and panel discussion of Beer Wars. The documentary, which featured a behind-the-scenes look into the challenging world of craft brewing in America, left quite an impression on audiences. Directed by beer industry vet Anat Baron, former general manager of Mike's Hard Lemonade, the film uncovers the struggles (and triumphs) of craft brewers. From unsettling to exciting, frustrating to joyous, Baron takes viewers on an exploration of the American beer industry, focusing on the stories of Dogfish Head's Sam Calagione and Moonshot's Rhonda Kallman (who also co-founded Sam Adams' parent company, The Boston Beer Company). We expect buzz over this documentary to continue with the upcoming DVD launch.
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* trendcentral articles are designed to be trend reports, not endorsements * The Intelligence Group is a trend-forecasting and marketing Consultancy focused on Gen X, Gen Y and Tweens. For more information on our services, or to subscribe to our syndicated studies, The Cassandra Report, Tween Intelligence, Latino Intelligence, and Mom Intelligence, contact Alina Goncalves at 212-277-5299 or via email at agoncalves@intelg.com.
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