On the AMC series Mad Men, Don Draper is an advertising genius in the early 1960s, who, in the pilot episode, realizes that the Surgeon General's decree that cigarettes can't be marketed as healthy is actually an advertising boon. You have several companies with essentially identical products, so you can say anything you want to sell your product. Hence, the creation myth for Lucky Strike's "It's toasted!" slogan. The fact that ALL cigarette tobacco is toasted is meaningless.And now, almost a decade into the 21st century, we are seeing a similar phenomenon with Beer.
Miller Lite has abandoned "Tastes Great/Less Filling" catfights and celeb-soaked "Man-Law" roundtables for a more craft-oriented advertising approach: telling you to drink their beer because it is "triple-hops" brewed.
The fact is that all beer everywhere, from my 2.5 gallon homebrew batches, to dozen-year-old barleywines made by monks, to the huge behemoths of Miller and A-B, are all triple-hops brewed.
Un-hopped beer would be cloyingy sweet and not pleasant to drink. Much of the sweetness is taken out at the "bittering" stage, where hops are added at the beginning of an hour-long boil. "Flavor" and "Aroma" hops are added at times closer to the end of the boil, depending on the style.
Bottom line, don't mistake process for craft.


