‘The month of March heralds the start of spring, and March 20 is even National Bock Beer Day. So Bockbiers seemed like a natural fit for the month!
Don’t feel constrained to simply write a review of a Bock beer, though I’m certainly interested to read any reviews that come it. Some other ideas to consider:
- Dig into into the history of the style—their ties to Einbeck, the differences in the development of Bocks and Doppelbocks, and so on.
- Do any of your local breweries brew a Bock-styled beer? Seek it out and write about it.
- Alternatively, interview your local brewer who brewed that beer; get their take on the style and why/how they brewed it the way they did.
- Have you ever attended Bockfest in Cincinnati, Ohio? It just so happens to take place the first weekend of March—write a review for The Session!
- There are already the styles of traditional Bock, Doppelbock, Maibock, Eisbock, Weizenbock (and Helles Bock and Dunkles Bock in the BJCP) guidelines. Just for fun, invent a new style of Bock and describe it.
- Have you homebrewed a Bock or similar style? Tell us about it, and anything you learned brewing this lager style at home.
- Bock puns!’
To be honest, i’m finding it hard to resist the final suggestion, but my pun gun has long been retired and i’ve tried to commit myself to writing something other than a straightforward review for this month’s post. Here goes, can’t bock out of it now….dammit.
My first thought when I saw the topic for this month was about as far removed from ‘craft’ beer as it is possible to get. My mind wandered back to 2005, when I was definitely not ‘into’ beer – pretty much every purchase I made would have been at the supermarket, and one such trudge through the aisles turned up something new, and to me at the time, exciting – Artois Bock.
In 2005, Stella Artois was ubiquitous in the UK, far from being ‘reassuringly expensive’ it was seemingly in every pub, bar and chain swill house in the country. The attempts at marketing itself as a luxury, heritage brand had given way to the image of smashed Brits consuming it by the bucket load. As Pete Brown, who had played a large part in ensuring the success of original campaign to position Stella Artois as a quality, premium product in a sea of 4%-ish pale lager, wrote in 2008, Artois Bock had a far more authentic claim to the storied history that was being written for Stella, but the powers that be failed to recognise this and rested on their laurels, delaying the launch by 6 years.
By the time of its eventual release in 2005, the Stella brand had been tainted and recycled into a byword for Saturday night thuggery. It seemed like whenever an incident of drunken disorder was reported, the suggestion was made that it was fuelled by this particular ‘strong’ lager, even though there were plenty of other similar products on the market. Concern from alcohol bodies and the press about binge drinking was a familiar theme, and even at launch InBev were fighting off accusations that the introduction of a 6.2% ABV beer into the UK market was irresponsible.
Looking back at the concern and debate around Stella as a whole, and the launch of Artois Bock in particular, it seems odd, if not laughable when compared to what is readily available in many beer bars up and down the country in 2017. However, there is a peculiarly British obsession with ABV, and Stella’s original strength of 5.2% would have seen it fall firmly into the category of ‘loopy juice’. To launch a new style at this time, at a higher strength, from such a mainstream brand, with a reputation like Stella’s was going to overshadow any marketing, no matter how good the product. Even if it was a bold move by InBev, and actually one that tried to introduce new ideas to their existing market, it seemed a last roll of the dice in trying to position the overall brand as worthy.
Unfortunately for InBev, it seems from the available apocryphal evidence that the product was also a bit crappy. My own memories of the beer are almost useless – i didn’t really know what it was, I preferred the Peeterman Artois (a wheat-based lager with coriander that was quickly dumbed down even further), and of course, it was 6.2%! I couldn’t have drunk more than a few bottles of that! Loopy juice isnt it?
12 years on, and while I still look in on the Bock family from time to time (Paulaner Salvator currently being sipped), it’s never really taken a place on the podium of styles I really savour. I certainly cannot argue that the stalled curate’s egg of a large macro trying to introduce a minority style into the mass market put me off persisting with Bocks – i just think I prefer my bread in solid rather than liquid form.