The Rise of a New Beverage Category. Exploring Yuengling's bold New Move

A new category on the horizon. Rachel Benkowski’s take on beer as medicine. Yuengling’s innovative expansion, more to come?

Episode Transcript

Speaker 1 (00:10):
Hi, and welcome to this week's episode of Beverage Chronicles.
I'm your host, Gary Monterroso, and a little bit later
on we'll be joined by Rachel Benkowski. First, a little
bit of news. I'll tell you about a fourth category.
It's a new category that's emerging in the beverage industry,
posing challenges for traditional beer segments. Yeah, experts believe it's

(00:34):
generating excitement among younger legal drinkers. According to Jim Cook,
who is the founder of Boston Beer Company you know
the Miss Sam Adams, this category exists between traditional beer,
wine and hard liquor. There are exciting possibilities in that space.
Cook mentioned. We excel at creating delicious flavors and pairing

(00:56):
them with various alcohol sources fermented, distilled, or combination of both.
I consider this the fourth category, distinct from traditional beer,
wine or spirits. Dave Williams, who's the vice president of
Analytics and Insights at Bump William's Consulting, refers to this
area as the flavored alcohol category, which encompasses flavored malt

(01:20):
beverages like Twisted Tea and Mike's Hard Lemonade. Also hard
selicers such as White claw hard ciders and ready to
drink options like high Noon cut Water and beat Box.
Numerous companies in the industry, including Boston Beer, have embraced
this as the so called fourth category. Cook pointed to

(01:42):
the company's vodka iced tea sun Cruiser as an example.
He explained that Boston Beer is leveraging its expertise in
sourcing new world teas which are not cultivated in the
traditional tea growing regions of China and India. If you
take moment to step back and view the broader picture,

(02:03):
these products share many flavor forward characteristics that simply appear
different from traditional beer cocktails, or a glass of wine
or sparkling wine at dinner. Williams noted, adding, it presents
a different look and feel. I believe this universe is
evolving into its own fourth category within the beverage alcohol landscape.

(02:25):
Younger drinkers aren't the sole contributors to the expansion of
the flavored alcohol market. However, brands are becoming increasingly relevant
to this demographic by refreshing the appearance of their products
and investing in marketing through platforms frequented by younger consumers,
such as social media, and by being president venues they frequent.

(02:48):
Although this is in a completely new category, many of
these beverages, like Mike's Heart Lemonade, have been available for
some time, and it's attracting a new fresh wave of
drinkers who who are introducing a new aesthetic and vibe
to the category. This presents an opportunity for these brands
to offer the next generation of legal drinking age consumers

(03:09):
a brand they can identify with. It's akin to what
the trailblazers of beer accomplished for earlier generations. Ready to
drink spirits in particular, are continuing to disrupt the market,
with both traditional beer and non alcohol beverage companies, including
soft drink and juice brands, now creating these sought after

(03:30):
spirits products. This category remains the fastest growing segment of spirits,
with sales projected to increase by over sixteen percent. However,
this doesn't imply that the traditional beverage alcohol sector will
vanish overnight, especially since many of the leading brands are
developing and investing in these products to become more comprehensive

(03:50):
and irrelevant competitors in catering to all potential beverage alcohol occasions.
Retailers are already dedicating more shelf space to these categories
to sustain market share and irrelevance. With retailers, wholesalers are
seeking to diversify their portfolios, which includes branching out into

(04:12):
areas beyond beverage alcohol, such as energy drinks, waters, soft drinks,
and even THHC infuse products. The balance has not yet
shifted from traditional to flavored in terms of overall market share.
While this may not represent the sole future of the industry,
it is undoubtedly set to become a larger segment in

(04:34):
the years ahead. Additionally, sector that companies are leveraging to
gauge where consumer spending is headed. And you've probably heard
of Yangling Beer. Well, they're expanding again and going into Michigan.
This is a brewery from Pottsville, Pennsylvania, and it's known
for its traditional lagger and they have announced a distribution

(04:57):
deal to bring its beer to the state of Michigan.
It was announced in the Detroit Free Press. Recently, you've
been asking, you've been tagging, even road tripping across state lines.
Now we're coming to you, Yangling stated in a Facebook post.
Yanging will launch on August eleventh, with a limited release

(05:19):
in Detroit, ann Arbor and Lancing, with more availability anticipated
to the rest of Michigan. We see you, We hear you.
We're just getting started, the post continued, Let's raise one another.
Yangling claims to be America's oldest brewery, established by D. G.
Yangling and Son in eighteen twenty nine. Despite being mass produced,

(05:42):
its lagger is well known for its rich amber hue
and medium bodied taste. The brewery notes that it features
roasted caramel mal for a hint of sweetness and a
blend of cluster and cascade hops, resulting in a well
balanced flavor with a distinct character. The lager originates from

(06:04):
a historic recipe that was revived in nineteen eighty seven.
According to the brewery, d G. Yangling and Sun also
produces a light Lagger, Black and Tan Porter, Premium Light,
and Octoberfest. It's Lord Chesterfield Ale, which debuted in eighteen
twenty nine, is also quite popular. The long awaited arrival

(06:27):
of Yangling in Michigan has finally come to fruition. In
twenty seventeen, the company hinted at bringing its beer to Michigan,
but opted for Arkansas instead, leaving many residents disappointed. Now
eight years later, Michigan beer enthusiasts are finally getting what
they've been hoping for. And now here is Rachel Benkowski.

Speaker 2 (06:50):
What is up, 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
about the history of beer as medicine. So let's get

(07:12):
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,

(07:33):
the Sumerians brewed beer and inscribed their brewing 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

(07:56):
treat various ailments, from digestive disorders to dental issue. 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

(08:18):
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

(08:41):
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.

(09:02):
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

(09:24):
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

(09:44):
century 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

(10:05):
brewing innovation and medical care, where beer was often prescribed
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 vessilis known for his groundbreaking work in human anatomy,

(10:30):
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

(10:54):
alternative to the often contaminated water supplies, which in directly
contributed to public health. The story of beer's medicine takes
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

(11:18):
of vitamins 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

(11:38):
in the nineteenth century was doctor James Simpson, a Scottish
obstetrician and 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

(12:01):
in stress, highlighting its sedative qualities. In modern times, the
medicinal use 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

(12:21):
thanks to its polyphenol content. Moreover, the probiotic potential of
certain beer varieties has sparked interest in the realm of
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

(12:42):
healer's tool, from the Sumerians to the modern era. Beer's
role as medicine reflects humanity's enduring quest for health and
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 shares.

Speaker 1 (13:02):
And that was Rachel Binkowski. Thanks so much. She is
such a remarkable beer historian. In fact, I would say
she is a historian in general. Specifically archaeological history, and
I guess she can relate that to why beer is
so important to society as a whole. She's also a
certified siser own and she's co founder of the charitable

(13:23):
organization in the US and Canada to help support women
in the beer industry. It's called Beer Babes Family. We
are so happy to have her with us here on
Beverage Chronicles. I want to remind you that our website
is www dot Beverage Chronicles dot com. If you go
to that page, you can see all of our regulars

(13:47):
who appear sporadically on the show, and they would include
Michelle Lamb, who is the owner of Brooklyn Knight Media.
She gives us occasional interviews and also some marketing and
public relations tips. Robin Shreeves is our wine expert, and
she also gives us again occasional interviews with people in
the industry and also her wine reviews. And we're going

(14:10):
to be adding people like chef Barbie Marshall from The
Hell's Kitchen TV show and Carlos Ruiz who recently started
his own liquor company. So we're looking forward to those
reports from all those people. Beverage Chronicles is also available
as a podcast on virtually all the top podcast platforms

(14:34):
such as My Goodness, Spotify, iHeartRadio, Player, FM podbeing many
many more. Additionally, I do one minute primarily beer segments
that air on several stations, radio stations and podcasts around
the country, so you may want to keep your eyes
in the ears open for them. Okay, that's it. We

(14:54):
will be back next week. Everyone have a great week
and we'll see again real soon.