Brewers have turned their attention to one of the few underserved market segments: morning beer drinkers.
The eye-opener, the hair-of-the-dog, the morning brewskie
Beer for breakfast was once the domain of problem drinkers and spring break partiers.
It’s as if there was an unwritten law that liquor marketers wouldn’t try to mess with the social standard of the booze-free morning. Not any more. There’s a whole slew of new brews aimed at getting you out of bed.
Founder’s Brewing calls its Breakfast Stout ’the coffee lover’s consummate beer’ with ‘an intense fresh-roasted java nose,’ and the recommended food pairing with Left Hand Brewing’s Milk Stout is a bowl of granola. Wells and Youngs brews a Banana Bread Ale; Terrapin’s Wake ‘N Bake is more bake than wake at 8.6% alcohol, but it’s infused with high-test Jittery Joe’s coffee beans; and Rogue Brewing might have created the ultimate breakfast combination with its Voodoo Donut Bacon Maple Ale.
Defenders of the morning quaff point to its traditional standing in many cultures.
In earlier centuries, beer was the default breakfast beverage of the British, when coffee and tea weren’t widely available and safe drinking water was hard to come by. Hong Kong stockbrokers like to fortify themselves with a morning pint before the market opens, and instead of a coffee break, Eastern Europeans have always favored beer for their mid-morning brotzeit, or second breakfast. Beer is high in carbs, loaded with empty calories, and its soporific effects can derail your morning get-up-and-go; but swap the alcohol for sugar and you’re basically looking at the nutrition profile of many breakfast cereals.
Others shudder at the the thought.
It might be beer ‘o clock somewhere, but not everyone has the stomach for an eye-opening jolt of bitter carbonation. It also strikes many as irresponsible behavior, from a health and addiction perspective. Morning drinking is considered a sign of addiction; it can be a gateway to more daytime drinking, and leads to higher rates of alcohol-related liver disease and dementia.
Have your own breakfast of champions.
The Wall Street Journal recommends food and beer breakfast pairings that it claims ‘can be as perfect a breakfast accompaniment as O.J.’
Brubar is the breakfast bar for beer lovers. It’s the creation of a home brewer who marries malty beer flavors with a non-alcoholic energy bar.