December 29, 2024 • 15 mins
AC Beer Fest, New flavors to attract and retain drinkers, Beer History with Rachel Benkowski, Tips for marketing beverages with Michelle Lam, Join NJCraftBeer.com for discount promotions
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:09):
Hi everyone, and welcome to Beverage Chronicles this week. I'm
Gary Montroso and we have a lot to get to,
including our regular contributors Rachel Benkowski and Michelle Lamb, and
a couple other features as well. But we passed along
a little bit news. People are already getting ready for events,
saying twenty twenty five. I guess the cold weather brings
(00:32):
that along. We're anxious, ready to get started, and I
do want to tell you about the Atlantic City Beer
and Music Festivals, the nineteenth annual, which will be taking
place on Saturday, March twenty ninth. Maybe two sessions, session
one from noon to four pm and the second session
we'll be from seven pm until eleven pm, and it's
(00:54):
going to be indoors at the Atlantic City Convention Center.
If you're interested in updates and tickets, you can go
to acbeerfest dot com. And next we have the Big
Brew Beer Festival Big Brew Njay in Marstown, New Jersey,
(01:16):
scheduled for Saturday, March first, twenty twenty five, from noon
to five pm, and this is at the Marstown Armory.
Format is changed this year, one four hour session as
well as a VIP hour. Get some Informations is one
(01:39):
hundred and fifty styles of craft beer, music, food and vendors.
Tickets are on sale now go to Big brewenjay dot com.
Speaker 2 (01:57):
Welcomes to our segment on Beverage Chronicles. We hope you
are having a great holiday season. Let's get started by
asking what exactly is happening in the world of beer.
Consumers are increasingly reaching for sweet, nostalgic flavors. This trend
taps into childhood memories, with breweries like Flying Dog featuring
saltwater taffy IPA.
Speaker 3 (02:17):
It's like summer at the beach in a can. But
nostalgia isn't the only player in this game. It seems
as though innovative flavor profiles are key for brands to
stay competitive. With beer's share of the beverage market shrinking
from twenty one point five percent in twenty twenty to
just eighteen point nine percent in twenty twenty three, breweries
are on a quest for creativity and.
Speaker 2 (02:40):
Let's not forget the health conscious folks. Functional beverages that
incorporate wellness components like spirillina and reduced alcohol content are
gaining traction. Imagine a spirellina infused session ipa just three
percent alcohol. Spirillina is a nutrient rich blue green algae
well known for its health benefits.
Speaker 3 (03:00):
Any the experts have emphasized how emotional purchasing drives millennials
who love indulging in nostalgic treats. This combo of sweet
with wellness is reshaping our drinking landscape.
Speaker 2 (03:11):
So as breweries experiment with flavors from candy to health
enhancing ingredients, they cater to an adventurous consumer base searching
for indulgence without the guilt, opening new doors in the
beverage world.
Speaker 3 (03:24):
As we wrap up, remember whether you're savoring a sweet
trip down memory lane or raising a glass to your health,
the future of sipping is all about enjoyment, nostalgia, and
a dash of wellness. Cheers. Here's more beverage chronicles.
Speaker 4 (03:44):
What is of Everybody? Rachel Benkowski here aka Bruse with Berkowski,
and I am here to talk to you today about
some beer history. I am a certified cicerone and I
am a historian, and today we're going to be talking
talking about the history of beer as medicine. So let's
(04:06):
get nerdy. Today we'll explore the fascinating tale of beer
not just as a beloved beverage, but as a remedy
and healer across cultures and centuries. Our story begins in
the cradle of civilization in ancient Mesopotamia around five thousand
years ago. In this fertile land between the Tigris and
Euphrates rivers, the Samerians brewed beer and inscribed their brewing
(04:30):
techniques on clay tablets. Beer was more than a social drink.
It was a daily staple and a gift from the gods.
The Samarian goddess nan Kazi, the deity of brewing, was
revered for her divine recipes. But beer wasn't just for
imbibing pleasure. It held medicinal properties. It was used to
(04:51):
treat various ailments, from digestive disorders to dental issues. The
ancient Sumerians even concocted a mixture of beer and honey
as an early form of antiseptic. As we move forward
in time to ancient Egypt, beer's medicinal uses were equally esteemed.
The Egyptians, known for their advanced medical knowledge, utilized beer
(05:12):
in their pharmacies. The Ebers Papyrus, one of the oldest
medical texts in existence, dating back to fifteen fifty BC
contains numerous references to beer as a remedy. Beer mixed
with herbs was administered to ease labour pains, cure gastro
intestinal problems, and even combat fevers. It was believed that
(05:35):
the goddess Hathor, who embodied music, dance, and fertility, bestowed
the gift of beer upon humanity, further cementing its divine
and therapeutic significance. Now let's traverse to ancient Greece, where
the father of modern medicine, Hippocrates, recognized the benefits of beer.
(05:57):
While wine was more commonly associated with the Greeks, beer
was nonetheless acknowledged for its health benefits. Hippocrates prescribed beer
for its diuretic properties and as a treatment for kidney
stones and other urinary ailments. His writings laid the foundation
for the medical understanding of beer's beneficial effects on the
(06:18):
human body. In medieval Europe, the medicinal use of beer
took on new dimensions with monastic communities. Monks, the keepers
of knowledge and tradition, brewed beer not just for sustenance,
but for health. Saint Hildegarde von Bingen, a renowned twelfth century,
(06:40):
Benedictine Abbess wrote extensively about the healing properties of hops,
a key ingredient in beer. She praised hops for their
ability to preserve beer and believed they could alleviate various ailments,
including digestive issues and insomnia. Monasteries became the centers of
brewing innovation and medical care, where beer was often prescribed
(07:04):
as part of a treatment regimen. As we enter the
Renaissance and early Modern period, beer continued to play a
role in medicine, albeit with changing perspectives. The great Flemish
physician Andreas vesilis known for his groundbreaking work in human anatomy,
(07:24):
acknowledged beer's health benefits. During the sixteenth and seventeenth centuries,
beer was recommended for its nutritional value, especially for those
weakened by illness. It was often fortified with herbs and
spices to enhance its properties. In England, a small beer
or low alcoholic brew was consumed daily as a safer
(07:49):
alternative to the often contaminated water supplies, which indirectly contributed
to public health. The story of beer's medicine take a
turn in the nineteenth century with the advent of modern
medical science. While beer's role as a primary medicinal agent diminished,
its health benefits were still recognized. The discovery of vitamins
(08:13):
and the nutritional compounds in beer led to its use
in treating certain deficiencies. For instance, an invalid stout or
a type of strong beer, was prescribed to nursing mothers
and patients needing nutritional support. One notable figure in the
nineteenth century was doctor James Simpson, a Scottish obstetrician and
(08:38):
pioneer in the use of anesthesia. He advocated for the
moderate consumption of beer to aid in digestion and approve
overall health. Similarly, in Germany, doctor Joseph Gartner recommended beer
as a treatment for various conditions, including insomnia in stress,
highlighting its sedative qualities. In modern times, the medicinal use
(09:01):
of beer has largely been overshadowed by pharmaceutical advancements. However,
scientific research has occasionally revisited beer's health benefits. Studies have
shown that moderate beer consumption can contribute to cardiovascular health
thanks to its polyphenol content. Moreover, the probiotic potential of
certain beer varieties has sparked interest in the realm of
(09:24):
gut health. As we close this chapter of our historical journey,
it is clear that beer has worn many hats throughout
the ages, a divine gift, a daily necessity, and a
healer's tool, from the Sumerians to the modern era. Beer's
role as medicine reflects humanity's enduring quest for health and
(09:44):
well being. So next time you raise a glass, remember
that you're not just enjoying a beverage, but partaking in
a rich tradition of healing and history. Cheers.
Speaker 5 (09:59):
Hi, I'm Michelle Lambs, the CEO of Brooklyn Night Media,
and today i'm Beverage Chronicles. I'm sharing my top three
pr tips for marketing beverages. Let's kick off with all
about media relations and pitching beverage stories to journalists. It's
important to craft an irresistible pitch. For example, I think
(10:22):
it's very important to learn how to write a pitch
that grabs a beverage editor's attention. But you also have
to understand and know what you're writing about. Do all
your due diligence the research that is necessary to be
able to write a condensed pitch that's going to generate
(10:43):
coverage or, if not, at least building relationships and always
ask yourself what unique angle would make my pitch stand
out to journalists, because once again, each journalist receives over
hundreds of emails every day. Number two, what journalists want
(11:04):
in beverage stories, Well, discover the key elements that make
a beverage story newsworthy, the relevancy. Is it trending right now?
Are you contributing to a trend or are you a
pioneer for a specific type of story? So ask yourself,
(11:29):
how can my story offer value or fresh insight to
the journalist's audience now? The third one intoviewing editors for
tips gain insights from journalists on what it takes to
secure media coverage for your beverage brand. Is very important
(11:50):
because every single journalist has different expectations and also interest
in different types of beverages. Understand their story, know what
they're writing about, and also be able to connect. And
then ask yourself what do journalists look for in a
(12:11):
pitch that ensures success, good articles, factual accuracy, and also
it's nice to have coverage. Well that's all for today
until next time. For more additional public relationships, you can
find me on www dot Brooklynnemedia dot com and We
(12:36):
are also on LinkedIn, Twitter, Instagram and Facebook. Until next
time on beverage chronicles. Have a great day.
Speaker 1 (12:51):
And I want to thank everyone for those great reports.
In closing, I want to tell you about organization that
you may or may not be familiar with, and it's
called Jersey craft Beer. You can get to this organization
by going to New Jerseycraftbeer dot com. But it is
a membership and they have partnered with five hundred eighty
(13:14):
eight craft beer focus small local businesses to offer members discounts,
benefits and incentives and when you join it's good for
a year. All you need to do once you have
your membership card is to go to one of the
participating businesses which is listed. Which are listed, I should
say on the New Jersey craft Beer site. This will
(13:35):
entitle you to members only specials promotions, beer Fest Discounts,
a private members only Facebook group full of members, brewers
and brewer employees. You get first access to special events
and JCB meetups, giveaways, contest freebies and much more the site.
(13:55):
The mission of the site, which started a few years ago,
is to provide craft beer fans in New Jersey with
a resource for finding current beer happenings. The website can
also be used as a digital map for finding beer,
and it also makes customers aware of the NJACB business
(14:17):
partners involved with New Jersey craft Beer through the website,
social media, and through events. There are over five thousand
members in New Jersey craft Beer and the site offers
a specific listing of discounts and remember. In addition to
pop FM ninety nine nine, you can hear our show
on Radio Garden State and various podcast platforms. And that's
(14:42):
it for this week's edition of Beverage Chronicles, Gary Monroso
saying we'll see you next week.
Hi everyone, and welcome to Beverage Chronicles this week. I'm
Gary Montroso and we have a lot to get to,
including our regular contributors Rachel Benkowski and Michelle Lamb, and
a couple other features as well. But we passed along
a little bit news. People are already getting ready for events,
saying twenty twenty five. I guess the cold weather brings
(00:32):
that along. We're anxious, ready to get started, and I
do want to tell you about the Atlantic City Beer
and Music Festivals, the nineteenth annual, which will be taking
place on Saturday, March twenty ninth. Maybe two sessions, session
one from noon to four pm and the second session
we'll be from seven pm until eleven pm, and it's
(00:54):
going to be indoors at the Atlantic City Convention Center.
If you're interested in updates and tickets, you can go
to acbeerfest dot com. And next we have the Big
Brew Beer Festival Big Brew Njay in Marstown, New Jersey,
(01:16):
scheduled for Saturday, March first, twenty twenty five, from noon
to five pm, and this is at the Marstown Armory.
Format is changed this year, one four hour session as
well as a VIP hour. Get some Informations is one
(01:39):
hundred and fifty styles of craft beer, music, food and vendors.
Tickets are on sale now go to Big brewenjay dot com.
Speaker 2 (01:57):
Welcomes to our segment on Beverage Chronicles. We hope you
are having a great holiday season. Let's get started by
asking what exactly is happening in the world of beer.
Consumers are increasingly reaching for sweet, nostalgic flavors. This trend
taps into childhood memories, with breweries like Flying Dog featuring
saltwater taffy IPA.
Speaker 3 (02:17):
It's like summer at the beach in a can. But
nostalgia isn't the only player in this game. It seems
as though innovative flavor profiles are key for brands to
stay competitive. With beer's share of the beverage market shrinking
from twenty one point five percent in twenty twenty to
just eighteen point nine percent in twenty twenty three, breweries
are on a quest for creativity and.
Speaker 2 (02:40):
Let's not forget the health conscious folks. Functional beverages that
incorporate wellness components like spirillina and reduced alcohol content are
gaining traction. Imagine a spirellina infused session ipa just three
percent alcohol. Spirillina is a nutrient rich blue green algae
well known for its health benefits.
Speaker 3 (03:00):
Any the experts have emphasized how emotional purchasing drives millennials
who love indulging in nostalgic treats. This combo of sweet
with wellness is reshaping our drinking landscape.
Speaker 2 (03:11):
So as breweries experiment with flavors from candy to health
enhancing ingredients, they cater to an adventurous consumer base searching
for indulgence without the guilt, opening new doors in the
beverage world.
Speaker 3 (03:24):
As we wrap up, remember whether you're savoring a sweet
trip down memory lane or raising a glass to your health,
the future of sipping is all about enjoyment, nostalgia, and
a dash of wellness. Cheers. Here's more beverage chronicles.
Speaker 4 (03:44):
What is of Everybody? Rachel Benkowski here aka Bruse with Berkowski,
and I am here to talk to you today about
some beer history. I am a certified cicerone and I
am a historian, and today we're going to be talking
talking about the history of beer as medicine. So let's
(04:06):
get nerdy. Today we'll explore the fascinating tale of beer
not just as a beloved beverage, but as a remedy
and healer across cultures and centuries. Our story begins in
the cradle of civilization in ancient Mesopotamia around five thousand
years ago. In this fertile land between the Tigris and
Euphrates rivers, the Samerians brewed beer and inscribed their brewing
(04:30):
techniques on clay tablets. Beer was more than a social drink.
It was a daily staple and a gift from the gods.
The Samarian goddess nan Kazi, the deity of brewing, was
revered for her divine recipes. But beer wasn't just for
imbibing pleasure. It held medicinal properties. It was used to
(04:51):
treat various ailments, from digestive disorders to dental issues. The
ancient Sumerians even concocted a mixture of beer and honey
as an early form of antiseptic. As we move forward
in time to ancient Egypt, beer's medicinal uses were equally esteemed.
The Egyptians, known for their advanced medical knowledge, utilized beer
(05:12):
in their pharmacies. The Ebers Papyrus, one of the oldest
medical texts in existence, dating back to fifteen fifty BC
contains numerous references to beer as a remedy. Beer mixed
with herbs was administered to ease labour pains, cure gastro
intestinal problems, and even combat fevers. It was believed that
(05:35):
the goddess Hathor, who embodied music, dance, and fertility, bestowed
the gift of beer upon humanity, further cementing its divine
and therapeutic significance. Now let's traverse to ancient Greece, where
the father of modern medicine, Hippocrates, recognized the benefits of beer.
(05:57):
While wine was more commonly associated with the Greeks, beer
was nonetheless acknowledged for its health benefits. Hippocrates prescribed beer
for its diuretic properties and as a treatment for kidney
stones and other urinary ailments. His writings laid the foundation
for the medical understanding of beer's beneficial effects on the
(06:18):
human body. In medieval Europe, the medicinal use of beer
took on new dimensions with monastic communities. Monks, the keepers
of knowledge and tradition, brewed beer not just for sustenance,
but for health. Saint Hildegarde von Bingen, a renowned twelfth century,
(06:40):
Benedictine Abbess wrote extensively about the healing properties of hops,
a key ingredient in beer. She praised hops for their
ability to preserve beer and believed they could alleviate various ailments,
including digestive issues and insomnia. Monasteries became the centers of
brewing innovation and medical care, where beer was often prescribed
(07:04):
as part of a treatment regimen. As we enter the
Renaissance and early Modern period, beer continued to play a
role in medicine, albeit with changing perspectives. The great Flemish
physician Andreas vesilis known for his groundbreaking work in human anatomy,
(07:24):
acknowledged beer's health benefits. During the sixteenth and seventeenth centuries,
beer was recommended for its nutritional value, especially for those
weakened by illness. It was often fortified with herbs and
spices to enhance its properties. In England, a small beer
or low alcoholic brew was consumed daily as a safer
(07:49):
alternative to the often contaminated water supplies, which indirectly contributed
to public health. The story of beer's medicine take a
turn in the nineteenth century with the advent of modern
medical science. While beer's role as a primary medicinal agent diminished,
its health benefits were still recognized. The discovery of vitamins
(08:13):
and the nutritional compounds in beer led to its use
in treating certain deficiencies. For instance, an invalid stout or
a type of strong beer, was prescribed to nursing mothers
and patients needing nutritional support. One notable figure in the
nineteenth century was doctor James Simpson, a Scottish obstetrician and
(08:38):
pioneer in the use of anesthesia. He advocated for the
moderate consumption of beer to aid in digestion and approve
overall health. Similarly, in Germany, doctor Joseph Gartner recommended beer
as a treatment for various conditions, including insomnia in stress,
highlighting its sedative qualities. In modern times, the medicinal use
(09:01):
of beer has largely been overshadowed by pharmaceutical advancements. However,
scientific research has occasionally revisited beer's health benefits. Studies have
shown that moderate beer consumption can contribute to cardiovascular health
thanks to its polyphenol content. Moreover, the probiotic potential of
certain beer varieties has sparked interest in the realm of
(09:24):
gut health. As we close this chapter of our historical journey,
it is clear that beer has worn many hats throughout
the ages, a divine gift, a daily necessity, and a
healer's tool, from the Sumerians to the modern era. Beer's
role as medicine reflects humanity's enduring quest for health and
(09:44):
well being. So next time you raise a glass, remember
that you're not just enjoying a beverage, but partaking in
a rich tradition of healing and history. Cheers.
Speaker 5 (09:59):
Hi, I'm Michelle Lambs, the CEO of Brooklyn Night Media,
and today i'm Beverage Chronicles. I'm sharing my top three
pr tips for marketing beverages. Let's kick off with all
about media relations and pitching beverage stories to journalists. It's
important to craft an irresistible pitch. For example, I think
(10:22):
it's very important to learn how to write a pitch
that grabs a beverage editor's attention. But you also have
to understand and know what you're writing about. Do all
your due diligence the research that is necessary to be
able to write a condensed pitch that's going to generate
(10:43):
coverage or, if not, at least building relationships and always
ask yourself what unique angle would make my pitch stand
out to journalists, because once again, each journalist receives over
hundreds of emails every day. Number two, what journalists want
(11:04):
in beverage stories, Well, discover the key elements that make
a beverage story newsworthy, the relevancy. Is it trending right now?
Are you contributing to a trend or are you a
pioneer for a specific type of story? So ask yourself,
(11:29):
how can my story offer value or fresh insight to
the journalist's audience now? The third one intoviewing editors for
tips gain insights from journalists on what it takes to
secure media coverage for your beverage brand. Is very important
(11:50):
because every single journalist has different expectations and also interest
in different types of beverages. Understand their story, know what
they're writing about, and also be able to connect. And
then ask yourself what do journalists look for in a
(12:11):
pitch that ensures success, good articles, factual accuracy, and also
it's nice to have coverage. Well that's all for today
until next time. For more additional public relationships, you can
find me on www dot Brooklynnemedia dot com and We
(12:36):
are also on LinkedIn, Twitter, Instagram and Facebook. Until next
time on beverage chronicles. Have a great day.
Speaker 1 (12:51):
And I want to thank everyone for those great reports.
In closing, I want to tell you about organization that
you may or may not be familiar with, and it's
called Jersey craft Beer. You can get to this organization
by going to New Jerseycraftbeer dot com. But it is
a membership and they have partnered with five hundred eighty
(13:14):
eight craft beer focus small local businesses to offer members discounts,
benefits and incentives and when you join it's good for
a year. All you need to do once you have
your membership card is to go to one of the
participating businesses which is listed. Which are listed, I should
say on the New Jersey craft Beer site. This will
(13:35):
entitle you to members only specials promotions, beer Fest Discounts,
a private members only Facebook group full of members, brewers
and brewer employees. You get first access to special events
and JCB meetups, giveaways, contest freebies and much more the site.
(13:55):
The mission of the site, which started a few years ago,
is to provide craft beer fans in New Jersey with
a resource for finding current beer happenings. The website can
also be used as a digital map for finding beer,
and it also makes customers aware of the NJACB business
(14:17):
partners involved with New Jersey craft Beer through the website,
social media, and through events. There are over five thousand
members in New Jersey craft Beer and the site offers
a specific listing of discounts and remember. In addition to
pop FM ninety nine nine, you can hear our show
on Radio Garden State and various podcast platforms. And that's
(14:42):
it for this week's edition of Beverage Chronicles, Gary Monroso
saying we'll see you next week.
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