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(单词翻译:双击或拖选)
American Craft Brewers Experiment with Taste
Pickle3 pilsner, tamale lagers, and carrot stouts5. These were among the beers at the Strange Brew1 Festival in Reno, Nevada, last month, where competition in the American craft beer market has intensified6.
Visitors at the Reno event could taste sweet beers made with Jolly Rancher candy and fiery7 ones made with garlic.
Beer makers8 are called brewers. They have long experimented with different flavors. Many hundreds of years ago, for example, Belgians put sour fruit into their beer.
But today’s American brewers have taken experimentation9 to a new level. They do this hoping to stand out in a market where everyone is trying to be different.
The U.S. craft brewing market has grown quickly. Last year, there were 7,346 craft brewers, up 93% from 2014. Craft beer sales rose 7% to $27.6 billion last year, about one-fourth of the total U.S. beer market.
Those numbers come from the Brewers Association, an industry trade group.
Jon Brandt is a beer lover who works for Washington-based distributor Madidus Importers.
“People are looking for ways to differentiate11 themselves and be the next big thing,” he said. “A lot of it is just about trying to get noticed.”
A beer with unusual elements can do that. Denver-based Wynkoop Brewing Co. appeals to customers with its Rocky Mountain Oyster12 Stout4. The stout is made with specially13 cooked barley14, seven different grains and grilled15 buffalo16 or bull sex organs.
Some beer lovers criticize the movement toward unusual beers.
Charlie Bamforth is a professor in the food science and technology department of the University of California, Davis.
“I personally am not a fan of ridiculous brews17 incorporating materials and gimmicks19 that have no historical provenance20 in brewing,” he said.
Bamforth said laws restricting some kinds of additives21 — like Germany has — might be going too far. But he would like to see some laws defining what can and cannot be called “beer.”
“If someone wants to explore bizarre components,” Bamforth said, that person should use the name “alternative beverages” in place of the name of beer.
Jess Lebow wrote the books The Beer Devotional and The United States of Craft Beer. He says the high level of experimentation is what makes craft beer so special. Lebow said he might only try a cow meat and onion beer once. It might be great, but even if it is not, it might lead to a beer that is a big hit.
“There are really only so many flavors you can create with water, malt, barley and hops,” he said. “At the end of the day, if the brewer2 is having fun trying new things, then I’m probably having fun trying their beer.”
I'm John Russell.
Words in This Story
distinguish – v. to make (someone or something) different or special in some way
ridiculous – adj. extremely silly or unreasonable22
gimmick18 – n. a method or trick that is used to get people's attention or to sell something provenance
bizarre – adj. very unusual or strange
1 brew | |
v.酿造,调制 | |
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2 brewer | |
n. 啤酒制造者 | |
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3 pickle | |
n.腌汁,泡菜;v.腌,泡 | |
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4 stout | |
adj.强壮的,粗大的,结实的,勇猛的,矮胖的 | |
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5 stouts | |
烈性黑啤酒( stout的名词复数 ) | |
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6 intensified | |
v.(使)增强, (使)加剧( intensify的过去式和过去分词 ) | |
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7 fiery | |
adj.燃烧着的,火红的;暴躁的;激烈的 | |
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8 makers | |
n.制造者,制造商(maker的复数形式) | |
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9 experimentation | |
n.实验,试验,实验法 | |
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10 brewing | |
n. 酿造, 一次酿造的量 动词brew的现在分词形式 | |
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11 differentiate | |
vi.(between)区分;vt.区别;使不同 | |
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12 oyster | |
n.牡蛎;沉默寡言的人 | |
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13 specially | |
adv.特定地;特殊地;明确地 | |
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14 barley | |
n.大麦,大麦粒 | |
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15 grilled | |
adj. 烤的, 炙过的, 有格子的 动词grill的过去式和过去分词形式 | |
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16 buffalo | |
n.(北美)野牛;(亚洲)水牛 | |
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17 brews | |
n.(尤指某地酿造的)啤酒( brew的名词复数 );酿造物的种类;(茶)一次的冲泡量;(不同思想、环境、事件的)交融v.调制( brew的第三人称单数 );酝酿;沏(茶);煮(咖啡) | |
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18 gimmick | |
n.(为引人注意而搞的)小革新,小发明 | |
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19 gimmicks | |
n.花招,诡计,骗人的玩意儿( gimmick的名词复数 ) | |
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20 provenance | |
n.出处;起源 | |
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21 additives | |
n.添加剂( additive的名词复数 ) | |
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22 unreasonable | |
adj.不讲道理的,不合情理的,过度的 | |
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