We slept a little late this morning and didn’t leave the RV
park until about 9:45AM. Our goal was
still Chattanooga, TN and the weather looked great. As luck would have it, we ran into quite a
bit of rain once we were out on the interstate, but the traffic wasn’t bad and
the rain would just come and go. In
other words, we still made very good time.
I-81 ended in Knoxville, TN and we picked up I-75 towards
Chattanooga. In Chattanooga we would get on I-24 for a few miles to I-59 towards Birmingham, AL.
My mind sometimes works in strange and mysterious ways and I
feel a rant coming on.
Start of Rant.
A Budweiser 18-wheeler passed us as we were driving
along. I noticed their “King of Beers”
slogan and said to myself, “It may be the best selling brand of beer in the US,
but it’s not because it tastes any better than the others.” And then my brain just took off with the
following:
Budweiser sells as much beer as they do because they have
such an excellent marketing department and spend a ton of money. They have the Clydesdales and the really
great Super Bowl commercials every year. It has nothing to do with taste. I’ll bet that the majority of people who claim
to be brand-loyal to Budweiser wouldn’t be able to pick it out in a taste test
with four other blonde lagers.
Then I remembered that Budweiser uses “only the finest
ingredients,” one of which is rice. Rice
in beer? Why does Budweiser use rice,
you ask? Because rice is a starch and
starch is a source of fermentable sugar. A fermentable sugar is necessary in brewing beer because the alcohol is
produced by the fermentation of sugar.
Malted barley is, and always has been, the most commonly used source of
fermentable sugar. But rice is cheaper and can be added to the brewing recipe so that less of the more expensive malted barley is required. Budweiser thus costs less to brew since rice
is cheaper than malted barley. Again, it’s
money, not taste.
By the way. Did you
know that the Budweiser brand of beer can’t be marketed or brewed in
Germany. There are two primary reasons. One is because there was already a Czech brand
of beer named “Budweiser” trademarked in Germany. The second reason is because of a very old
“German Beer Purity Law,” the Reinheitsgebot,
which originated in Bavaria in 1516. It
states that only water, barley, and hops may be used in the production of
beer. The law has been changed slightly
over the years to allow a few other ingredients, such as yeast and wheat, but
it has never allowed rice to be used as an ingredient.
Something else you may not know is that in 2008
Anheuser-Busch sold the majority of their stock to the Belgian-Brazilian beer
giant InBev to create AB InBev, the largest brewing company in the world. AB InBev immediately began introducing
cost-cutting measures (so they could make MORE MONEY). Some sources claim that this has negatively affected the flavor of the beer. Rice was already being used in the Budweiser
recipe but AB InBev replaced whole rice grains with broken grains (even
cheaper). AB InBev also phased out the
use of the high quality Hallertauer MittelfrΓΌh hops in place of less
expensive ones. According to Bloomberg Business Week Companies & Industries, a former top AB InBev executive has said that the change in
hops alone has saved about $55 million a year.
AB InBev has also purchased Bass and Beck’s brands, which
are now brewed in the US. Before the AB InBev takeover, Beck’s advertised that it was a German
beer brewed with German water, German hops, and German malt. Not anymore.
Beck’s drinkers claim that it now tastes bad and sales of it are
dropping. Bass sales have have also dropped. As much as 17% since the change. Again, it’s all about the
money. You will still pay import prices for these
beers even though they are brewed domestically.
AB InBev is now in the process of ruining Stella Artois and Goose
Island (once a Chicago microbrewery but now brewed in several different InBev
mega-breweries in the US). AB InBev has also acquired
about 50% of Mexico’s Grupo Modello, brewers of Corona and Modello and are now attempting
to acquire the other 50%. Approval from
the U.S. Department of Justice was still pending as of October 2012. AB InBev probably won’t stop until they have
purchased and ruined all of our beers.
End of Rant.
About lunchtime we realized that we would get to Chattanooga
much earlier than last night’s estimate.
The problem was that if we went through Chattanooga we would have to
drive further than we wished in order to find an RV park. So, we decided to stop in Cleveland, TN,
which is only about 30 miles from Chattanooga.
We took the Cleveland exit (Exit 20, I-75) at 3:00PM, filled the tank
with diesel, and drove over to a KOA at the same exit. This KOA was almost as empty as the one we
stayed in last night. School started
this week in both Virginia and Kentucky so there aren’t many RVs out of the
roads this week.
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