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‘Tis the season not for the Boston Lager, but rather the Winter Lager. When my wife and I are eating out, I frequently find myself ordering a Samuel Adams seasonal. I enjoy all the seasonals, but the Winter Lager is my fave of the lot. By definition it’s a dark wheat bock, and like all winter beers it ups the malt quotient for flavor and warmth. For a beer you can order at most “casual” chain restaurants, it’s remarkably complex. Of course it’s got those Hallertau Mittelfrueh hops a la the Boston Lager. But the malted wheat, Indonesian and Vietnamese cinnamon, ginger, and orange peel add elements of sweetness and citrus-y tang to the leafy hop kick. All in all it’s a damn tasty beer and far more balanced than a lot of winter warmers that are all malt. I know, I know: you’re gonna tell me that the Winter Lager tastes like nothing compared to Hitachino Nest Celebration Ale or Deschutes’ Jubelale. You’re probably right. But you won’t find those beers at Chili’s! Good luck scoring a pint of Old Jubilation at Smokey Bones! Unless you’re at a brewpub or a really hip bar with a killer beer selection, the Winter Lager is the best thing you’ll find on draught anywhere these days.
Ever notice how all the “big” beers have to use humor in their advertising? It’s because they know their products are swill. For lord’s sake, the best thing Coor’s Light can say about its beer is that it’s cold! But any Samuel Adams ad you’ll see or hear is all about what the beer tastes like and what sort of ingredients go into it. Doesn’t seem to be hurting sales, eh? How about that: an immensely successful world-wide product that markets itself not to the lowest common denominator, but the highest? It makes me hopeful that some other micro breweries will eventually grow into macro breweries and give the masses some better alternatives. Victory Prima Pils ads playing during NFL games? Rogue Dead Guy Ale on tap at the Whopper Bar? A man can dream! Cue The Hives.