Exhibit 'A,' a brewery and taproom based in the city of Framingham in Massachusetts, has launched a full-flavored scotch ale that is designed to appeal to beer drinkers who enjoy a hint of booziness to their brew, not to mention a veritably complex flavor profile and the unmistakable punch of an above-average alcohol percentage.
Dubbed 'We're Going To Need You To Come In On Saturday,' this scotch ale takes its name from the iconic dialogue uttered by Bill Lumbergh in the famous 1999 film Office Space. While Lumbergh was a decidedly annoying character, there's certainly nothing off-putting about this beer, which offers notes of toffee and biscuit and an unabashedly malty touch.
Made with peat-smoked malt from Massachusetts-based Valley Malt, this brew offers a smoky, sweet and complex drinking experience.
Image Credit: Exhibit 'A'
Key Themes Behind This Trend
- Malty-forward Beers
- A trend of developing a variety of beers with a significant malty flavor profile. Brewers can explore using unique ingredients that pair well with maltiness for differentiation.
- Peat-smoked Malt
- Peat-smoked malt is gaining popularity among brewers as a way to offer complex and smoky flavors in beer, creating an opportunity for malt vendors to position peat-smoked malt as a premium, high-value product.
- Nostalgic Beer Names
- Breweries are beginning to name their beers after nostalgic pop culture references such as movies and TV shows, providing an opportunity for product differentiation and standing out in a crowded marketplace.
Where This Applies
- Brewing
- The brewing industry has an opportunity to use unique ingredients like peat-smoked malt to create craft beers with complex and smoky flavors that appeal to adventurous beer drinkers.
- Food and Beverage
- The food and beverage industry can explore incorporating malty-forward beers and creating beer-inspired dishes, like beer-battered food, to offer unique and creative menu options.
- Marketing and Advertising
- Marketing agencies and branding consultants can help breweries create unique brand identities centered around nostalgic pop culture references and clever beer names.
