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Within Germany, Bavarian monks brewed beer underground, and


eventually they created lagern – from the German word meaning “to store.” This lager was a clearer, crisper version of the thick ales beer-drinkers were used to – and its popularity grew. The perfection of lager is credited to Josef Groll – an imaginative


   golden beer. Named after the town, pilsner beer was a sensation and quickly replicated. 


     


 by the time land was sighted – and they were running out of beer. Beer was essential to survival. With drinking water’s purity unreliable, beer  need to preserve the remaining beer for his sailors on the return jour- ney, and so he encouraged the passengers to land near the top of Cape Cod. Thanks to German immigrant brewers, America’s beer industry


- ing on beer revenue, it is hard to imagine now, but for 13 years, alcohol in all its forms was illegal. - rison Act, legalizing beer with an alcohol content of 3.2%. Thir- teen years of reduced drinking, and new laws limiting the amount of alcohol content, created an American demand for beer that was   to America. Today, the Czech Republic drinks more beer per capita than any other country, and the fastest growing beer market on the planet is China. America ranks second, but 11th per capita.  


  in Atlanta, the old Georgia Dome had 30 beer taps while the new  unique beer list – and maps direct fans to the beers of their choice. Overseas, England’s new Tottenham Hotspur stadium will include an in-house stadium micro-brewery. Its beer delivery system will pour up to 10,000 pints a minute! 


fascinating journey. It truly is one of the most important beverages in  interactions in communities and venues around the world.


Did You Know? What comes in, must go out… One of the most unusual additions to beer was lant. Lant is aged


and fermented urine. “Lanted ale” or “double-lanted ale” was sold by             


Photos provided by BorchertField.com


  The concocted lie suggested that Corona’s commercials recommend- ed garnishing Coronas with lime, in order to help cover the smell of urine.


In short order, this lie spread rapidly. In some U.S. markets, sales


went down by as much as eight percent, with selected retailers return- ing entire Corona shipments. Ultimately, the vindictive lie was traced back to a Nevada-based Heineken distributor. Poignantly last year, a Danish brewery introduced its own “Pisner”


  Festival. The novelty beer was targeted for the more discerning craft beer fan!


In fact, the “Pisner” beer contained no human waste. Instead, the


    bottles of Pisner beer.        “When the news that we had started brewing the Pisner came out, a   beer, and we had a good laugh about that.”   


said, “If it had tasted even a bit like urine, I would put it down, but you don’t even notice.” Beerophiles have already named the concept, “beercycling.” FM


Glen Mikkelsen, CVE, is general manager of the CN Centre in Prince George, British Columbia, Canada.


IAVM 41


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