St. John's Wort Beery Musings and Amusing Beers

Tag Archives: Cheshire Valley

So You Want To Be A Brewer: St.John’s Wort/Cheshire Valley Manitou

When I went to middle school, we used to have week long trips to a property that the school owned out near Georgetown, Ontario. They would attempt to teach us important things about biodiversity and the life cycle and nature photography while we squirmed in our seats, happy for once to be out of our uniforms. Whoever had the misfortune of attempting to hold our attention with owl pellets or raccoon tracks had to compete with the all-consuming strategizing that would go on for that evening’s session of capture the flag.

There was one day that I remember in particular, though. It was winter, and for some reason that curriculum had gotten around to living off the land. It was pointed out to us that in a survival situation, there were actually a couple of things that you could make tea out of in order to fend off scurvy. This was before the days of omnipresent references on the internet to the zombie apocalypse, and it was after the fall of the USSR and the end of the cold war. I’m not really sure which Armageddon they were preparing us for. It might have been good old fashioned Canadiana. “Gather round children and learn how Burton Cummings and Alden Nowlan took down Louis Riel and Thomas D’arcy McGee with just a pile of moose dung and a stick of pemmican. Stan Rogers wrote a song about it, while John A. MacDonald slumped in the corner of a sod house.”

This is Sumac. It's ugly and fuzzy and sort of purple. Kind of like Grover.

The two things were, incidentally, spruce needles and staghorn sumac. It turns out that these things were instrumental in getting early settlers through Canadian winters. Cartier’s crew didn’t exactly thrive, but some of them benefited from this knowledge. I remember standing there, with six or seven other bored looking thirteen year olds, as we waited for the ingredients that we had harvested to steep in little metal pots. Mostly, I think, we were willing the stuff to infuse faster so that we could get back to the vitally important business of riding inner tubes down a very steep hill.

Nearly twenty years later, I ended up writing about beer. A couple of years ago, when I was just learning about the various styles available, people started brewing more Saisons in Ontario. Saisons are traditionally Belgian or French, with some minor distinctions between them. I usually claim that they’re Wallonian, but that’s mostly because that’s a pleasing word to say. Go ahead. Try it. Wallonian. The Walloons like a Saison (Almost as much as John A. MacDonald would have).

It struck me at some point when I was learning about Saison and Witbier (and other beers that contain subtle spicing), that it might not be a bad idea to look around and think about what was available as an indigenous ingredient in Ontario. We don’t have a lot of native fruits. Hops were transplants. Sumac, on the other hand is everywhere. It’s a relative of the cashew and the mango that grows from rhizomes (not unlike hops, actually). It’s not only edible, but steeping it in warm water gives off a pleasant bitter lemon and pepper kind of flavour that’s a little like a peppery pink lemonade. If you put it in really hot water, it can get properly tannic properly quickly.  Unpleasantly tannic. They use some varieties to make moroccan leather.

You can't actually buy Sumac. I had to poach Sumac. Sumac scrumping.

So, for a couple of years, at events when breweries would bring out one-off beers they had made, I would say to them “I have an idea for you: Staghorn Sumac.” No takers. I talked to the Dieu Du Ciel guys. I talked to Steve Beauchesne about it. I may even have mentioned it to Garrett Oliver when he was here in June. Folks mostly didn’t know what I was talking about, and I’d have to explain what it was. And that it had never been used commercially (that anyone was willing to admit, anyway. If it had been used, the results were potentially so bad that no one is willing to own up to it.)

Let’s face it. It’s a hard sell.

The idea didn’t go away, though. I’ve always wanted to do a Staghorn Sumac Saison. Heck, the Quebecers are doing a Spruce Needle beer.It’s just that I’ve never made a Saison. I needed help doing it, and this month I got lucky. Most of the beer writers in Toronto are preparing for an event that’s going to happen during Toronto Beer Week. The upshot is that every beer writer who wanted to participate has been paired with a brewer. I was lucky enough to get Paul Dickey from Cheshire Valley. He’s the kind of guy you want to brew with. He knows his stuff.

Portrait of a Man and his Kettle

I present to you:

St. John’s Wort/Cheshire Valley Manitou

When we started out, we were going to make a Witbier. Unfortunately, the recipe was pretty bad. It turns out the reason that no one uses Bullion Hops is because the blackcurrant flavour you get from them is really harsh. I told Paul I thought that it might sort of work. He was skeptical. So we sat there at Bryden’s, eating chicken wings, until I floated the sumac idea that I’d had kicking around for a while in the back of my head. Astoundingly, I had found someone who wasn’t going to smile and nod quietly at the idea while slowly backing away. It might have been because he still had four wings left.

We developed a new recipe for it (well, mostly Paul developed a new recipe for it) and we had our brew day last night. Mike Lackey from Great Lakes was kind enough to share his Saison yeast with us. Paul took the whole locavore concept I was going for with the sumac to its logical conclusion by sourcing Ontario malt for the majority of the barley. It ended up being a more complex malt bill than I would have designed. I would not have thought to use rye, for instance. It feels like it’s also fairly conservative, which is good. Paul reined in my natural exuberance a little. This is a good thing. The new recipe contains Saaz and Cascade hops, coriander and about a liter of sumac-ade that we had extracted from several bobs worth of berries.

Nearly a litre of sumac-ade. That stuff played hell with the colour of the beer.

I hasten to point out that if this works out we’ll be the first people I’m aware of to have brewed with Staghorn Sumac commercially. Both Paul and myself will look like we always knew that this would work out and we’ll stand there quietly nodding and accepting praise. If, on the other hand, it fails miserably, I’m quick to point out that it was all my idea and that it should in no way tarnish Paul Dickey’s sterling reputation.

You know what? If you’re going to fail, fail big. I get the feeling that if I’m going up against other beer writers and the best brewers in the city, they’re going to have some pretty spectacular collaborations. Despite the fact that I addressed my fellow beer writers as “sucka-ass chumps” in an email during the brew day, these are knowledgeable professionals and talented amateurs. I’m hoping that the combination of Paul’s expertise and my uh… somewhat esoteric ingredient choice will give us the edge.  Either way, I think I’m going to track down the poor fellow who tried to teach me about it all those years ago and foist a bottle off on him.

The dregs. Good name for a band, now that I think of it.

The Ontario Beer Revolution – Media Narrative

You know who people love? Rudy Reuttiger.

Maybe you know the story. This kid who stands maybe 5’6” and weighs a buck and a half dreams of playing for Notre Dame. He plays for a different school initally but manages to transfer over to Notre Dame after several failed attempts. He works really really hard and ends up on the scout team and eventually, just before he graduates Notre Dame he gets put in an actual game and sacks the Georgia Tech quarterback. He earns the respect of his fellow players and his father and he’s carried off the field as the crowd chants his name. RUDY! RUDY! RUDY!

Even the toughest tough guys tend to shed a single tear during that scene. If that’s ever happened to you,  you big galoot, you’re going to hate the next paragraph:

Sure, it’s a personal triumph for Rudy, but there’s no reason it should matter to you even a little. I am a Canadian non-football fan who doesn’t care about the Fighting Irish or a football game that happened before I was born or whether some little dude managed to make good by working real hard and taking his vitamins. I think that everyone has to admit that sporting events generally have no more importance than we lend to them. Think about the number of column inches that were printed about LeBron James going to the Heat. There’s no reason he should be paid that much. Hell, there’s no particularly compelling reason people should be paid anything to play a sport. Sport generally is a largely futile endeavor that we have invested societally with emotional significance based on our personal associations and preferences.

And yet, every time I flip past that movie on AMC it’s the same result: a single extremely manly tear.

Here’s the thing: We have been conditioned to care about situations exactly like that. There’s some kind of underlying Jungian archetypal structure that makes everyone want to root for the underdog: David and Goliath; Hulk Hogan vs. Andre the Giant; Luke Skywalker vs. Darth Vader; Leonidas vs. Xerxes.

Think momentarily about Rocky IV. It’s an American made movie from 1985 in which the bad guy is a steroid taking Russian the size of Pripyat. Of course the American is going to win. You know that there’s no way that Stallone loses the fight right from the outset, if only because it’s an American movie and you can’t have a Communist beating an American in 1985. And yet, the storytelling and the narrative structure compels you to root for Rocky Balboa even though you know in the back of your mind that this is the fourth movie in the series and Rocky always eventually comes out on top. It’s helped quite a bit by Dolph Lundgren being particularly menacing as Ivan Drago.

Much of North American culture is based on this particular monomyth: Rags to Riches; Manifest Destiny; Horatio Alger. Plucky underdog overcomes the odds. Local boy makes good. It’s what happens in every summer blockbuster and most importantly it’s what we’re all conditioned to want to see happen.

Here, then, is my question:  In an industry like Craft Brewing in a market like Ontario, which is just filled with real life plucky underdogs and local boys attempting to make good, why isn’t anyone taking advantage of the ability to craft an image for the media which would make people root for them?

You’re talking about an entire industry that contains forty companies who make up five percent of the market. Their main source of product distribution is a huge government monopoly with no real impetus to change. There are at least three multinational companies controlling the other sectors of the market whose individual advertising budgets are larger than just about all of the independent companies gross annual revenues, possibly combined.

Nobody starts out in craft brewing realizing a return on their investment. These are people who are understaffed even after decades of work. They are not making a huge amount of money. These are people who have voluntarily entered an industry that they absolutely and concretely know is controlled by a handful of very large multinational companies. This is a decision that they have made based on love. They love brewing; they love beer; they want to share their passion for it with you.They want you to be able to drink better beer and they are essentially risking, if not their lives, then certainly their financial solvency in order to make that happen.

And this is the best part: It’s not a fiction. Craft Brewers are absolutely the underdogs. You can use the existing narrative structure to your advantage while telling the truth!  No fabrication is necessary.

Beau’s already knows this: They built their media image into the brewery from the outset. They’re constantly promoting the fact that they’re local, organic, and family run. They understand the value of promotion and marketing their image. I’m relatively sure that I’ve seen more newspaper articles about them this year than I have seen for all of the other craft breweries combined.  Beau’s Lug Tread won the Golden Tap Award this year for Best Regularly Produced Beer in Ontario. I don’t necessarily agree that it is the best regularly produced beer in Ontario (it’s not without its charm), but I have to concede that it is potentially the most heavily marketed craft beer in Ontario and that it has the most iconic packaging. In a contest with online voting, that’s probably functionally the same thing.

Think about the stories in the craft brewing industry. The guys at Black Oak, for instance, quit their jobs just over a decade ago to follow the dream and they work incredibly hard every day. They’re winning awards for their tenth anniversary beer. Paul Dickey has come out of semi-retirement to launch Cheshire Valley Brewing on a full time basis because it’s what he loves doing. Mike Lackey over at Great Lakes moved up to brewer after nearly 20 years with the organization and most of what he’s doing is very popular and well received. If that’s not local boy made good, I don’t know what is.

Just about every indepedent brewery in Ontario has a similar story. The truth is they’re all underdogs. If you control 0.025% of the market, it’s just a fact that you have to live with. The stories are all relatable, and I suspect that it can’t hurt to tell them since it gives the consumer something to associate the brewery with. As much as brewers want to think that it’s all about the product, it isn’t. It’s about the product and its perception and the appeal of that product to the consumer. Even the largest  Ontario based Craft Brewer has a legitimate claim to exploit this inculcate societal desire to root for the underdog and if you want to expand sales and awareness it’s a powerful tool. Potentially the OCB could pull it off.

All I know is that if this force is capable of getting people to like Sean Astin’s acting, it’s capable of anything.