The name change is being forced on the brewery partly by the famed litigious nature of the craft brewing scene, and I now have another brewery whose beer I will never drink as a result. However, Three Notch'd decided to take the opportunity presented by the new name for a little bit of beer education for the masses.
It is perhaps a sign of very effective advertising that the very word 'bitter' seems to cause consternation among marketing folks, raising the spectre of Keystone Light, the mass produced, low grade swill whose slogan on the 1990s was 'Never Bitter Beer'. Running alongside the slogan were pictures of old men gurning because their beer was bitter.
Well, and forgive my French here, fuck that.
Bitterness is an essential part of beer, balancing out the sweetness of the malt. The family of beers called 'bitter', whether ordinary, best, or extra special, are the backbone of an entire nation's drinking culture. That's what the new name for Session 42 is about, reclaiming the idea that bitterness is a good thing in beer, and paying homage to the family of beers that are the inspiration for the beer itself.
Bitter 42 is proudly a best bitter, one that would stand up favourably to the finest bitters in England. I am very much looking forward to that first pint on Thursday at the Three Notch'd tasting room and being able to utter the words of benediction....'pinta bitter please'.
So some douche canoe is throwing their weight around over the word "session" in beer names? That can't possibly be defensible.
ReplyDeleteMind you, I once did some product testing for a big brewery and told them their beer was "sessionable" meaning it as a compliment. They were horrified by the irresponsibility of such a concept.