Beer Wine and Whisky

Well, this made my day. I don’t have a date specific yet, and there appear to be some conditions on it from the Bell’s end, but we should be seeing Bell’s draft back in Missouri very soon. Oberon will be first, with others to follow. I’ve gotten bits and pieces from distributor, retailer and Bell’s sources, and the picture appears to be a consistent one – it’s coming back, the return is imminent, and expect to see more tap handles than just Oberon and Two-Hearted.

Personally, I’d love to see Bell’s bump a whole lot of the Boulevard Pale/Wheat tap handles that are around town. These are virtual clones of the even more widespread Schlafly Pale/Hefe duo, and there is no reason to offer both. Let’s go with our local version of this, and get more Bell’s in! A tap that would rotate Oberon (which is easily twice the beer of either of the Missouri American wheats) in the Spring and Summer with Porter or Kalamazoo Stout in the cooler months, and a Two-Hearted tap would be an excellent combo that would cover a lot of bases for many bars. More beer-centric places could also have a tap that rotates Bell’s Pale (a very solid APA that I’ve been revisiting lately) and Amber, and/or a specialty tap for things like Special Double Cream Stout, HopSlam, Expedition Stout, etc.

There are two big challenges to this plan. The first is the ability of Glazer’s, the local Bell’s distributor, to take on Summit, the local Miller distributor who also handles Boulevard, Coors, Sam Adams, Guinness, Corona, PBR, Leinenkugel’s and Heineken. Glazer’s seems to emphasize their spirits and wine portfolio much more than their beer, whereas Summit deals in beer only. Summit can also pitch a “complete” beer list to non-imaginative bar owners that includes well-known macro, import and big craft brands. Glazer’s needs to see what Bell’s does in other markets across the country – not just Michigan where is a major force, but also how it managed to succeed in the uber-competitive Chicago market, and St. Louis-size cities like Indianapolis and Minneapolis.

The second challenge is getting bar owners on board with the quality and variety that Bell’s offers. Bell’s has an incredibly solid line up, and can fill many holes in even simple beer lists. Bell’s Pale is a great example for which there aren’t local or import alternatives. Ditto the amazing line-up of Bell’s stouts. There just isn’t anything like it out there. Kalamazoo Stout, for example, is sooooo different from Guinness, and such a food-friendly beer, that it should be on tap in lots of places. Again, there is simply no local or import offering that covers this ground. I know that there is inertia to change from places with smallish beer lists, but Bell’s provides such a wonderful opportunity for expansion of offerings, and rotation of taps within its line-up, that it seems an easy sell to any marginally beer-saavy bar.

So, we’re being given a great beer gift and a tremendous opportunity. To my fellow beer lovers, I challenge you to ask for Bell’s at your local joints, and drink it when you see it. Not just Two-Hearted, but all of the other worthy offerings as well. To Glazer’s, GET TO IT! You’ve been given a second shot at a superstar brand with a product vastly superior to most of its competitors and very competitively priced to boot. You can and must sell the hell out of it! Finally, to the bar owners and beer buyers – give Bell’s a chance – not just Two-Hearted – but the other brands as well. Look at how well Bell’s sells around its distribution area. Sure, there is some initial ignorance to overcome, but the potential for growth of sales is immense.  This is an easy opportunity to make your establishment stand out, rather than being just another place that offers the same old line up of Summit-distributed beers.

As for me, I know I’ll likely have kegs of Bell’s in my kegerator all the time once it becomes available again, and no, it won’t just be Two-Hearted. I’m thinking of their Porter (my favorite version of the style) or Kalamazoo Stout. Mmmmmmm.