A Good Beer Blog

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Have you read The Unbearable Nonsense of Craft Beer - A Rant in Nine Acts by Alan and Max yet? It's out on Kindle as well as Lulu.

Maureen Ogle said this about the book: "... immensely readable, sometimes slightly surreal rumination on beer in general and craft beer in particular. Funny, witty, but most important: Smart. The beer geeks will likely get all cranky about it, but Alan and Max are the masters of cranky..."

Ron Pattinson said: "I'm in a rather odd situation. Because I appear in the book. A fictional version of me. It's a weird feeling."


Comments

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Knut Albert -

The beers are hardly available locally, Alan, with our monopoly stores not carrying them. Most of the beers are exported, so it makes more sense to have an English label than a Norwegian one.

Alan -

So the little folk tale of wee elvish folk making beer in the old fashion way is a load of bunk invented by the importer? Or is it that any craft brewer has no chance to get local shelf space there and this is their only way to make a buck?

The Beer Nut -

I'd say that's part of it, Alan, the other being that the brewers grew up with Good Beer being an imported, foreign thing, so in order to make their product look like Good Beer they title most of them in English. It's happens regularly in countries without much beer-making tradition, though I've seen it more in brewpubs than bottles-for-export.

Alan -

I would be surprised that the brewery created these labels.

Knut Albert Solem -

The brewery made the labels, as 95 % of this beer goes for export. Not only to the US, but also to Denmark, and probably Sweden and Finland.
The story about the wee elves is largely correct, and you'll find the whole story about Norwegian brewing traditions in the Michael Jackson World Guide to Beer. (My copy is a Swedish edition from 1986).
The tradition of home brewing has not toally died out, though - there are still farms growing their barley, then malting and smoking it.

Alan -

How did four guys with a beer bucket (from the photos) handle the cross-competition standardization, the trademark issues, not to mention the transation and overall design costs?

Knut Albert Solem -

I don't think they worry about trademark issues, and they probably get someone to do the design for them for a few beers. Translation? Even if my English is a bit rusty, we have lots of Norwegians with a fair grasp of the language.
And what is the cross-competition standardization?

These guys brew good beer, they have exported to Denmark for a few years. I assume that it is through their Danish importers they have come in contact with the Shelton Brothers.
As for the labels, the Norse Porter and the IPA have special export labels. Dark Force and Norwegian Wood are, as I said, hardly on the domestic market at all.