Rogue Ales: Losing their relevance?
I’ve got nothing against Rogue Ales. I actually owe them a lot. Living on the West Coast in the early aughts, their beers inspired me long before I was a homebrewer. That smirking libertine on the bomber label, enticing me with interesting names like “Dead Guy Ale” and unique ingredients like hazelnut and soba … these things helped awaken me to the possibilities of what beer could be. I don’t drink Rogue often anymore, but that’s mainly because I drink so much Texas beer. (Coincidentally, I bought a bomber of their Chatoe Rogue Single Malt Ale this week. I wasn’t crazy about it, but I think it was mishandled in shipping. Two bottles in a row were gushers.)
But when I saw this story about a new beer in the works called New Crustacean, fermented with yeast harvested from the beard of Rogue Brewmaster John Maier, I had a pretty strong reaction. There isn’t one part of me that sees this as a good idea. (Hat tip to Heather Null for sending me the story.)
I’m all for experimentation, as long as good flavor is the ultimate goal. Brewing is not an abstract art; the point is to make beer that people will drink. Not that Rogue can’t make a perfectly drinkable beer with beard yeast, but just because something is drinkable doesn’t mean anyone will drink it. So I feel like this beer, at this time, is the wrong idea.
The ick factor doesn’t bother me. I realize they’re not throwing a sprig of John Maier’s hair into every batch. This is yeast propagation we’re talking about here. With the help of White Labs – a name in the brewing community that I trust implicitly – they’re isolating the yeast using science that I can’t begin to understand, and reproducing the strain under sterile conditions. So I’m not worried about the fact that “OMG beard yeast beer sounds gross!” and if anyone reading this is worrying about that, please don’t.
And I’m not worried about some mysterious X-factor in those microbes, either. We’re talking about a guy who’s worked in a brewery every day since 1989; there’s probably more beer yeast in that beard than there is in the air ducts at Rogue. He may even have hop bines in there for all I know. In fact, I’d be willing to put money on that beard yeast being at least 90% genetically equivalent to Rogue’s proprietary house beer strain, Pacman. Besides, we’re always told that nothing can live in beer that’s harmful to humans, and I’m pretty sure the biologists at White Labs know the difference between a viable strain of Saccharomyces cerevisiae and the Ebola virus. So whatever it is, it ain’t gonna kill us.
What bothers me is the message this sends to the non-craft-beer-drinking world. This is obviously a niche product. Few people are going to want to drink beer made with yeast from some dude’s beard, no matter how safe or sanitary it really is. I’m not just talking about the masses out there with their cans of industrial lager. Even craft beer lovers are going to be split on this idea. What Rogue is really telling the world with this gesture is that they’re catering to the extremists: the hardcore beer geeks with their T-shirts from nanobreweries you’ve never heard of, who brag about driving all the way to Russian River to get this year’s Pliny the Elder before it hits stores, all the while laughing over the rims of their pints at the craft beer neophyte at the end of the bar sipping on a 60-Minute IPA. The ones who always have to be more cutting edge than you about their beer habit and would slurp tripel from every goatee, vandyke and ZZ Top in Oregon to prove it. At best, Rogue’s beard beer is a stunt; at worst, it’s an exclusionary tactic executed with pomposity and self-aware irony.
Is that their right? Sure, but all brewers, commercial or hobbyist, are ambassadors of our craft. Anything that brings new beer lovers into the fold helps our craft along. And anything that alienates potential newcomers, or that portrays beer fans as snobs and weirdos, is bad for breweries’ business, and makes it harder for homebrewers to get friends on board. Why risk all that, why do it to the industry and the community, just for a publicity stunt and some bragging rights that no one really wants?
At the end of the day, they can do what they choose, and I can choose not to support it. But it does make me wonder at Rogue’s relevance in the modern craft beer industry if they have to grasp at stunts like this to keep moving. Maybe years ago, they were an unstoppable innovative force, but they’re not the only rogues on the block anymore: now we have Dogfish Head, Jolly Pumpkin, Mikkeller, and others who wow us every season with their originality and marketability … and don’t have to be, as that fabled beer peddler Moe Szyslak once said on The Simpsons about post-modern art, “weird for the sake of weird”.