Epic Beer

Recently I came across an old post which listed the top 10 things Epic Beer achieved in 2008. I thought it would be fun to do it again this Christmas eve and highlight the top 10 things of 2009.

2009 was an amazing year, which then begs the question "can 2010 be as Epic"?

So for 2009 here are the achievements/highlights which I would rate as the top 10 for Epic Beer (maybe not exactly this order, but close enough).

1. Traveled to the UK to brew 100,000 pints of Epic Pale Ale at Everards Brewery for the JD Wetherspoons International Real Ale Festival in March. Video footage from the UK & the brewing.

2. Exporting to Australia started in May. As sales started to grow I made a visit to Melbourne to see what all the fuss was about.

3. In April I returned to the UK for the JD Wetherspoons Interntaional Real Ale Festival, and had the privilege of meeting Pete Brown, prior to his Hops & Glory book launch, which lead to the inspiration for the Interislander voyage (see point 5) Anyway back to this point, brewing with Kiwi Brewer, Kelly Ryan at the Thornbridge Brewery and making a special batch of Epic Halcyon. Then Kelly shipped a couple of mini casks to NZ for us to do a special tasting.

4. Bringing back Epic Armageddon IPA, as a seasonal and bottling it for the first time, then winning a Gold & Best in Class trophy for it. Armageddon created a lot of excitement in the NZ craft beer industry this year, hence the extended effort of video to bring in the back story of how it evolved

5. Sea Conditioning of Armageddon IPA, in American oak barrels on the Inter-islander. Six weeks and 126 crossings of the Cook Strait to recreate the ocean voyage from England to India. This beer was then sold for $5.00 for a 100ml tasting at Beervana held in Wellington, end of August.

6.  Launch of the Epic Beer Video Profile produced by Made from New Zealand

7. Bottled Mayhem made a couple of brief appearances in 2009 (February & December) Expect to see more in 2010

8. Change from 6 packs to 4 packs to make Epic more affordable, plus for Christmas making all four Epic Beers available (Family of 4 = Pale Ale, Lager, Mayhem and Armageddon)

9. The Epic Shoe

10. Twitter saw a huge switch in awareness by the online masses in 2009. @epicbeer grew from 500 followers to nearly 4000 in just 12 months. Also @epicbeer is one of the top 10 New Zealand brands using Twitter, and was the first brewery in the world to adopt this new technology to communicate with its fans.

I'd like to thank everyone that has supported, followed, friended, retweeted and bought Epic Beer this year. Without you all Epic wouldn't continue to become available in more and more outlets around New Zealand and Australia, plus I would have an awful lot of beer to drink by myself. Consumer demand wins at the end of the day (go the Naki).

I hope you all have a wonderful Christmas and a prosperous New Year. Hope I get a chance in 2010 to catch up and have a beer with you somewhere on my travels.

Keep drinking the good stuff

Cheers

Luke Nicholas

P.S. Don't forget Santa

Last week, I wrote of how, in an attempt to mimic the arduous six-week sea voyage endured by the original India Pale Ales, Auckland brewer Luke Nicholas recently filled two oak casks with his new beer, Epic Armageddon IPA, and sent them criss-crossing Cook Strait on the inter-island ferry.

Although those barrels will not be tapped until next month's Beervana tastings in Wellington, the bottled version of Epic Armageddon IPA is now available at selected outlets around the country and, I'm glad to say, a few cases have made it to Blenheim.

Armageddon pours a bright amber colour with a deep off-white head. Hopped exclusively with American varieties, the beer almost jumps out of the glass as it assaults the nose with a massive hit of citrus zest and sweet, lollyish, tropical-fruit hop aromas.

A first sip confirms the intensity of the hop attack and, despite some cushioning sweet maltiness, in the end, the inside of the mouth is left dry with a coating of hop resin. After a glass, you'll likely end up with a fixed hop grin.

Armageddon isn't quite the end of the world, but it is certainly brash, intimidating, full on and over the top in other words, just as an American IPA should be. I love it.

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