Madison Brewer Achieves “Zen”
BluCreek Brewing has a new product on the market. Combining the
healthful effects of green tea and the not-so-much beneftis of beer
BluCreek launched “Zen”, a mixture of India Pale Ale and green tea.
BluCreek hopes Zen will achieve niche market success as a new
functional alcoholic beverage. Known throughout the brewing industry
as an inventive beer company, BluCreek has previously launched a beer
mixed with fresh wild blueberries and a brew containing Wisconsin-grown
ginseng. The latest concoction provides healthy antioxidants and the
smooth flavor of green tea infused into India Pale Ale. With Zen,
BluCreek hopes to capitalize on the recent success of niche beers as
well as the runaway success of green tea.
The Beer Blog recently reported that beer sales have been steadily
rising over the last year, much of that spike has to do with the
emergence of craft and niche beers. Organic beer brewers saw their
sales increase by 40% in 2005, and are preparing for another big bump
in 2006. Other functional beverages including energy beers, have also
gained popularity with younger demographics eager to stay up and drink
into the wee hours of the morning.
So what is the real meaning behind Zen? A branch of Mahayana Buddhism that first appeared in China in the sixth and seventh centuries and later spread to Japan.
Yeah, I guess that is the real meaning, but I had something different
in mind. Zen is a derivative of the expanding beer market. Beer
sales are up, and people are willing to try new things. Good news for
brewers and great news for curious consumers.
I like a little green tea in the morning and I love a beer or two at
night. Does this mean I get to drink beer in the morning because it
contains healthy antioxidants? You betcha it does!