Thursday, October 17, 2013

Flowers, Candlelight, Long Walks on the Beach, Movies with Happy Endings.

Duvel Moortgat is not a brewery. Not exactly. Not anymore. It is an international company that takes control of regional ale breweries. It has a strategy. Duvel is "determined to occupy a leading position as a niche player in the profitable segments of speciality beers and premium brands, both in Belgium and in priority export markets."

And you know what? There is absolutely nothing wrong with that.

Is there?

At the end of the day what matters (to you, or so you say) is how much you enjoy their products. They are producers. We are consumers. We fulfill our roles. Even if we don't assign scores to our beer, we assign a certain amount of our money to it. That shows up as a number. That number is higher than the one that refers to how much Duvel Moortgat spent on making, marketing and sending it somewhere. The difference is called a margin. And at the end of the day that's what matters (to Duvel Moortgat).

Romantic, isn't it?

I'll be straight with you: The news about Duvel taking over Boulevard disturbs me. I'm a belgophile who happens to be from Missouri. I'm a Missourian who happens to write about Belgian beer. I grew up with Boulevard. I've also watched what Duvel has done in Belgium (and consumed more than my share of their products). They've bought regional ale breweries. They might have saved a couple, but they also turned Achouffe into Achouffe (Duvel Moortgat). They turned Liefmans into Liefmans (Duvel Moortgat). De Koninck (Duvel Moortgat). Ommegang (Duvel Moortgat).

And now my home state brewery--a favorite, if I'm honest--will be Boulevard (Duvel Moortgat). Another link in a strategy to become "a niche player in the profitable segments of speciality beers and premium brands."

I have not read a single article about this purchase yet. Not one. I promise to do so after I publish this post. Someone sent me a link. I didn't click on it. I saw a couple of tweets. Still haven't clicked. I wanted to record my thoughts--why not here?--before wading into the inevitable bullshit. I reckon it will be thick. No, don't tell me. Is there stuff in there about how this is a natural fit? About how, hey, the brewmaster is Belgian too? About how Duvel Moortgat can take Boulevard products national or international? About how Duvel Moortgat prioritizes quality and lets regional breweries pretty much do their thing?

And do you believe it?

Here is my opinion: It depends. De Koninck seems more or less the same to me, so far. Achouffe does not. Liefmans now sells something called "Fruitesse" and suggests that we serve it on the rocks. The flagship Duvel beer has, er, flagged, but the Tripel Hop is interesting in a way that is not especially original these days--but still, interesting.

Here is what we write in the next Good Beer Guide Belgium: "In its various plants DM now packages more than 800,000 hectolitres of beer per year, ensuring that none makes a bad beer but less active in their pursuit of of the memorable."

I'm not sure that's 100% correct though. Fruitesse might just be a bad beer. La Chouffe, while decent and cleaner than it used to be in bottles, can be an boozy-hot coriander-spiked mess on draft. Memorable? Sure. But that's my opinion, opinions are like assholes, and so am I.

Boulevard, though. Will I still reach for my stand-by Pale Ale when I head home for the holidays? Probably. Eventually. But I will be annoyed. I will wonder when things will change, for change must come eventually--and how often do bigger beer companies improve the breweries they acquire? In the American experience, not often. In the Belgian experience, not often. People saying that they will not change does not make it so.

But Boulevard will still make mostly good beers. A few may be great. And, like I say, there's nothing wrong with any of this, mind you. It's just not very romantic. I happen to like romance, especially when it swirls around beers with which I've long nurtured a relationship.

Also, just in case this matters to you, it's not "craft." Not exactly. Not anymore.