In 1969, my grandfather gave the keynote address to the Master Brewers Association of America. He was not a brewer himself, but he had worked thirty years as a consultant to the industry, and by this time he had provided advice to breweries in every state of America and seventy countries.
The title of his speech was “How to Make Beer That Sells—with What You’ve Got!” He focused first on the importance of quality and outlined the industry standards: 1) Beer must be “clean and pleasing in flavor” as well as 2) “pleasing in appearance”; and 3) “it should not vary in flavor or appearance from day to day.” While beer drinkers today, myself included, wouldn’t agree with his definition of “pleasing” as “a complete absence of distinctive flavor components,” I suppose he can be forgiven for being at the mercy of the era’s bland American palate. As an industrial engineer, his main focus was on cleanliness, efficiency, and reproducibility; he did not seek to be a tastemaker, nor did he encourage this in his clients.
