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22-02-2016, 14:12
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http://i0.wp.com/boakandbailey.com/wp-content/uploads/2016/02/allsopps_pilsner_1920s-e1456153448760.jpg?resize=587%2C459 Here’s an explanation for the rise in popularity of cold beer, especially lager, that we’ve not come across before: pubs got hot. Why did Guinness equate room temperature with 57 to 63 degrees Fahrenheit [13-17ºc] when it was obvious that the room temperature of pubs… could be higher than that?… I requested that Benson’s various resources go into action. We had long held the Blue-Band Margarine account, and that gave us a view on desirable room temperatures. I also asked the Brewers’ Society how many pubs had installed central heating… The answers were revealing. The room temperature of Public Houses had risen by at least 10% over the previous few years while the preferred ambient temperature of everything from Coca-Cola to canned beer in the home had gone down…
That’s from*‘Cool Guinness’, a short article by advertising man Brendan Nolan published in*The Guinness Book of Guinness*in 1988.
Could it be as simple as he*suggests?
It certainly seems more plausible than the idea that people picked up the habit on holiday in Spain or doing National Service in Germany (http://boakandbailey.com/2012/11/the-lager-boom-and-the-package-tour/).
Hot Pubs, Cold Beer? (http://boakandbailey.com/2016/02/hot-pubs-cold-beer/) from Boak & Bailey's Beer Blog - Beer blogging since 2007, covering real ale, craft beer, pubs and British beer history. (http://boakandbailey.com)

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