Modern Homebrew Recipes is the book homebrewers have been waiting for. At least it’s the book that this homebrewer has been waiting for! Click that link to go buy it now or keep reading to find out why I think it’s so great.
I recently discovered a new podcast, You Are Not So Smart, and really enjoyed an episode called Happy Money, focused on money and rewards. Shortly after that I read this article from Scientific American. The takeaway from both is simple: Buying experiences makes us happier than buying things.
Turns out a fair bit of research has been done regarding people’s perceptions of how much they’ll enjoy a thing before and after they buy something. We think we like buying things better because they give us more value, but we get more joy out of experiences. The reason is that we can place an objective value on a thing. “This bottle of Cantillon cost me $25 in 2013. I could probably sell it for $75 to $100 now.” Whereas memories and experiences have a much more subjective value to them. “I had an amazing time at that bottle share last month.” What is an “amazing time?” How much is it worth? Despite this, we pull more happiness out of the experience than the possession of material goods.
The study showed that this effect of enjoying experiences more than things increases with delayed satisfaction. That is when we buy a thing and pay for it now with the plan of experiencing it later we will enjoy it even more than if we bought it and enjoyed it immediately.
The name Thommy Long, or the name of his company LemonGrenade Creative, may not be well-known in Cincinnati beer circles, but it should be. Thommy and his team at LemonGrenade are responsible for more local brewery labels and artwork than any other company. I recently sat down with him to talk about designing beer labels.
The four main ingredients in beer are water, barley, hops, and yeast. Those four things have allowed for the creation of a plethora of flavors. However, some people wanted different flavors or textures. Other folks had different crops available to them. Both of these things changed what they used in the beer. These changes are what led to the use of adjuncts in beer.
Simply put an adjunct is anything other than barley that contributes starch to the beer. More simply? Anything adding sugar that will get fermented by the yeast. The most common are corn, rice, wheat, oat, and rye. To find the dividing line of what is an adjunct we have to go back to 1516 when the Reinheitsgebot defined beer as water, hops, and barley. You can read one of my first posts to learn more about the Reinheitsgebot, but for now all you need to know is it set the precedent for what is, and is not, an adjunct. Let’s take a closer look at the big five.
A couple of things have bothered me for a bit and it’s always better to get these things out than keep them bottled up. Normally I write everything with the intended reader being the beer-loving public. Today I’m writing to the brewers and the folks who have access to their social media accounts. Honestly, most of these apply to any company in any industry.
If you don’t hang out on social media you may have missed the rapid spread of Hopwater. The short is that Hopwater is a hop, and flavor, infused tonic water.
In my continued quest to read everything about booze I just finished reading Adam Rogers’ Proof: The Science of Booze and damn do I love this book!