Beers | Super Bowl mic blitz

In just a few years, the Quebec brewing industry has acquired enviable expertise, and several dozen microbreweries have emerged. Each month we talk about some aspect of the effervescent world of beer.

Pierre-Marc Durivage
The Press

The Super Bowl is certainly the most festive event on the planet sport, with a cultural influence, but also a gourmet one. One thing is certain, the high mass of American football is celebrated religiously with beer in hand, a reality that has long benefited the great brewers. But Quebec’s microbreweries now have what it takes to get their piece of the pie.

The example is striking when you enter Maxi. Above the refrigerated bin in which we find the essential chicken wings, ribs and other grub to accompany the game between the Los Angeles Rams and the Cincinnati Bengals, we find on display the new range of craft beers brewed exclusively for Maxi by Maltco microbrewery.

“The Super Bowl is a big time for beer consumption, so we try to change people’s perception by showing them that locally made light beers exist,” explains Philippe Jacques, general manager of the Quebec brewery. We use the same strategies as the big breweries to reach customers, we want to be visible where people shop. »

Tailor-made

It was Maltco who contacted the grocer by offering him an exclusive range. “This is not an initiative led by the parent company Loblaws, assures us the entrepreneur. It’s a project that we ourselves proposed to Maxi, and they were pleased to be able to count on a unique product. For us, it’s ideal because we make beers of accessible styles at affordable prices, it’s the perfect marriage. »

The Charlesbourg borough brewery has thus developed the Blanche’t, a white wine; Ben Oui, an IPA session; and Fait Soif!, a low-alcohol blond ale, which is precisely tailor-made for the Super Bowl, according to Philippe Jacques.

“There are times when you like to take advantage of the occasion with your friends, when you just want to share a good beer without thinking too much about the varieties of hops that have been used, he says with accuracy. Before the Super Bowl, we’re just going to add this beer to our grocery cart, which is exactly what we’re looking for in events like this. »

However, Mr. Jacques defends himself from skimping on quality, pointing out that the vision of the microbrewery is first and foremost guided by a tasting profile that appeals to brewers and beer lovers. The fact remains that Maltco wants to be able to offer its beers at very reasonable prices, in particular thanks to economies of scale made possible by investments that, among other things, allow the microbrewery to rely on its own grain silos and on a large stock of containers.

“As for the average consumer, it’s great for them to have access to a good selection of microbrewery beers at the grocery store, it’s a question of ease and accessibility,” he adds.

Local purchase

The Lagabière brewery made a similar choice by investing in a new plant that launched its activities last December. The Saint-Jean-sur-Richelieu microbrewery now has facilities that allow it to brew varieties other than its popular Ta Meilleur, one of the good NEIPAs brewed in Quebec.

“When we have the chance to make something other than our traditional New England IPA, I like it,” explains Francis Laganière, co-owner with his brother Sébastien. And we are of the opinion that the microphone consumer is like us and that he wants to vary and have access to something else. »

This is how Lagabière launched a new range of more accessible beers, Lagablonde, Lagalight, Lagablanche, Lagarousse and Lagastout. “For the average consumer, knowing that there is a local microbrewery that is capable of making a product that they recognize and love will then lead them to explore our full range,” says Kevin Fournier, Director of Marketing.

At Lion Bleu in Alma, almost 40% of the beers sold at the bistro-brasserie are accessible lagers, including the excellent Extracteur, a Mexican-inspired lager. “Lagers are definitely growing in popularity,” says owner and brewer David Otis. It democratizes specialty beer, it’s really a great gateway into the world of microbrewery. Now when a gentleman walks in and tells me he doesn’t like it, the beers fancy, I answer him: “Do you like that, a little Corona? So taste this!’

Current selections

Mexican Lager Extractor

The zest from an entire crate of limes is incorporated at the end of the boiling process of each brew of Extractor. The nose of this Mexican-inspired blonde lager is consequently explosive. But we also perceive its surprising cereal profile, composed of Vienna malt then 30% corn flakes – this is the way of doing things of the German immigrants who originally developed this kind of lager in Mexico, the brewer tells us. David Otis. Its taste is nevertheless frank and refreshing thanks to the acidity of the citrus fruit, with a nice length well framed by the Saaz and Magnum hops.

Blue Lion, 4.5% alc./vol., 473 ml

Thirsty!

Although it is perfectly adequate to drink it straight from the can, it is also perfectly at home in a glass, where it is accompanied by a thin head of foam from which discreet malty aromas escape. On the palate, it offers superb effervescence with a very dry, very refreshing finish. Its pleasant malty touch nevertheless ensures a good length, supported by a well-dosed bitterness which makes it a light beer which is easily distinguished from comparable commercial offerings, without destabilizing the layman. On sale only at Maxi.

Maltco, 4% alc./vol., 473 ml

Lagablonde

A nice persistent foam crowns this slightly cloudy blond ale which releases discreet exhalations of strawberry and vanilla. Its amplitude in the mouth is astonishing, with a frank effervescence. The malty finish leaves subtle traces of vanilla and berries, the bitterness of the hops, however, pleasantly closes the debate. Another great way to learn about microbrewery beers.

Lagabière, 4.9% alc./vol., 473 ml

Good kiss from Prague

Discreet nose offering something pleasantly floral, which gives way to much more assertive flavors on the palate, quite crisp on the palate, as one would expect for a bohemian pilsner. The Vagabond brewery, which is part of the Ensemble brewing collective in Boucherville, has clearly respected the classic formula by using the essential Saaz hops in particular, but we have also dared to add a North American touch by adding small quantities of Bravo, which which probably explains the pleasant floral aspect. A great success with unifying potential.

Vagabond, 4.9% alc./vol., 473 ml

Sentinel

With its beautiful, perfectly clear yellow color, this blonde ale inspired by German Kölsch offers a superb cereal profile, delicately malty with a bitterness that gradually asserts itself with each sip, affirming the skilfully fruity, herbaceous and spicy character of Vanguard hops, a northern cousin -American from the German Hallertau. Very dry, very crunchy, here is another superb interpretation of a very accessible classic, at a friendly price.

God in Heaven!, 5.1% alc./vol., 473 ml