But Seriously … Beer?

[Beer is a subject I take very seriously. Yes, perhaps too seriously. I wrote one book on the subject that some credit as being one of the sparks that ignited a sudsy explosion that continues to this day. In 2015, with design assistance from my college classmate, John Boak (boakart.com), I developed a book proposal to revisit the world of brew. You can view the entire proposal at:

https://greatbeertrek.wordpress.com/

What appears below is the introduction. SB SM]

The Great Beer Trek: A Guide to the Highlights and Lowlites of American Beer Drinking

In 1978 at the age of 29, I set out with my wife and dog on a quest to learn everything there was to know about beer and beer drinking in America.  At the root of my quest was to discover why beer in America was, in terms of diversity and choice, so bad. So off we went in our trusty, beater van in search of “the secret of the suds.” 

Van side view 001

Unbeknownst to me was that beer trekking has a long and rich history as a means of learning about life, while experiencing it to its fullest. And so it has been in my life.

At the time of our journey the commercial brewing business in America was consolidating and industrializing. Of the 1500 breweries that had started up by the end of Prohibition, only 42 remained. 90% of beer production was in the hands of three companies (Budweiser, Miller, and Schlitz). The American beer drinker had the choice of thin, yellow, fizzy, lager beer or even-thinner, yellow, fizzier, lager beer. Home brewing was not an alternative, but a felony! Imports offered more flavorful alternatives, but often were adulterated to survive issues of transit, storage, and slow turnover. Even draught beer was on the endangered species list.

Greed Beer 001

It was a grim time for adventurous beer drinkers (although a great time for mega-beer manufacturers). Fresh from a year in England where we were exposed to cask-fermented “real ales” served in warm and friendly pubs, we wanted to find out why the American beerscape was so bleak. The only was to do this, we thought, was to hit the road.

The story of my journey, The Great Beer Trek: A Guide to the Highlights and Lowlites of American Beer Drinking, was published by Stephen Greene Press (then an imprint of Viking/Penguin) in 1984, six years after the actual trip. By this time glimmers of hope had appeared on the horizon of suds. Home brewing was now legal, and an intrepid Californian named Jack MacAuliffe had dared to open a tiny “micro” brewery in defiance of the near monopoly of the brewing behemoths. That his business was short-lived and ill-fated is insignificant. The revolution had begun.

I had my requisite fifteen minutes of fame. I was interviewed on All Things Considered, and profiled in US Magazine, alongside Michael Jackson and Farrah Fawcett-Majors. I did hundreds of radio interviews and scored admiring comments in both Playboy and Penthouse magazines. I was the guy who observed America through the suds-streaked bottom of a mug.

BeerTrekJapan 001

The book sold 20,000 copies. A revised edition, again published by Viking/Penguin in 1990, sold an additional 12,000. The book was translated into Japanese in 1995. By this time much of the information was obsolete, but the Japanese regarded The Great Beer Trek as the book that had started the worldwide revolution in microbrewing.By this time, however, the Great Beer Trek was a distant memory in a world of brewing that was evolving, and continues to evolve, at warp speed. Now, nearly forty years since the original trip, I want to revisit the experience in light of the most significant current trends in the world of beer.

next trek 001

(All illustrations in the original book are by Vance Smith. All rights reserved.)

2 thoughts on “But Seriously … Beer?

  1. Great idea Stephen! This one could be way more fun than the first. You could do a whole book on California and you’ll have to stop by Hopland, the home of the first brew pub in California since prohibition!

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