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Ken Lacy

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Good beer or great marketing?

I was at a pub that flouts its large beer selection. Of course no happy hour, so I had to shell out no matter what I ordered. They had almost 20 beers on tap, including a go to favorite Blue Moon, with its citrus and coriander flavors. There were several stouts, a few seasonal summer ales, a berry wheat number, and many more.

The bartender also offered a huge bottle selection with beers from all over the world. Lined up along the top of the bar were several Chimay beers. The brown bottles, the same size as wine bottles, were dusty from being on display for years. This beer is well known as the perfect brew, made in Belgian by monks, and it wins beer competitions every year. But what makes it a good beer? A few things immediately stand apart. This beer bottle has a cork, not a cap like most bottles.

I ordered it, poured it into my chilled chalice and took a look. That’s another thing – Chimay is served in a glass more like an old fashioned champagne glass, the kind that is wide mouthed with a small stem.

Unlike many beers, Chimay is served at cellar temperature, or around 50 degrees, which allows the beer to breathe and release its flavors better.

It’s a pretty brown color, had a nice creamy colored head and the regular bubbles of any beer. It has delicate aromas of yeast and bread, much like many beers. I tasted the beer, and it was good, but I honestly don’t know why it’s the end all be all beer to drink. At first, I went along with it. I said it’s great and told my friends that I had a bottle and enjoyed it, but then I admitted I’m not sure what’s so special about it. If anyone knows, please let me in on the secret.

The Chimay website, www.chimay.com, says “Since 1850 Trappist monks have dedicated their life to God, products are made which, in themselves, gladden the heart of man.” Well, beer pleases the heart of this woman, I don’t know about men!

They also make cheese, and its called Chimay, much like wine, because that’s the region it’s produced. I understand the tradition and the novelty, and frankly, the marketability of a brewery making beer since the 1800s, and it only operating for a few hours a day because of monastic schedules. But hasn’t Budweiser been around since the 1800s and only operates a few hours a day because of U.S. labor laws?

Restaurants tout that they carry this special brew, especially when they stock three varieties, the blue label, red label and the regular, or Triple. And I know people brag when they ordered it; it’s an extravagance to pair it with dinner or appetizers. But is this any different that people who brag about opening an expensive or exclusive bottle of wine? So many wine critics swear you can get bottles for $20-$40 that are bold, delicious and just as wonderful as $100 bottles, but they don’t have the advertising budget. I’m wondering if it’s not the same case for Chimay beer.

Foodie

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© SS - 08/18/2008