Sunday, July 10, 2011

How a great story sells beer

Midas Touch

The Quest for Midas Touch

My husband has been on a quest ever since he read an article in Smithsonian Magazine about The Beer Archeologist, "Dr. Pat" McGovern.

Dr. Pat, a University of Pennsylvania adjunct professor, analyses the contents of ancient pottery and other archeological finds to shed light on ancient libations. Artisan brewer Sam Calagione of Dogfish Head Craft Brewery uses this info to bring long-extinct brews back to life.

Midas Touch is a one of these revived brews based on a libation included in the afterlife celebration in King Midas' 700 B.C. tomb. Now, thanks to a collaboration between the brewer and the architect, and a shopping trip to one of Cairo's oldest markets, you to can enjoy a beer as close to the Midas original as possible. That is if you can manage to track down a bottle of Midas Touch.

Many Dogfish brews are elusive because of the low supply and high demand, add to that the publicity around a great story like this one, and you have the combination for one hard-to-get beer. So for now, the quest continues, and my husband settled for a cold bottle of Dogfish Indian Brown Ale.

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Ooh,a comment! How delightful.


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