The stout that dare not speak its name

Sainsbury's Celebration Ale labelHave public perceptions of beer styles become so skunked that it would be a marketing disaster to call a beer by its proper name? On a rare trip to Sainsbury’s I picked up something from the supermarket chain’s current Taste the Difference beer range that it calls “Celebration Ale”, and which announces itself as “A rich, dark winter warmer”. It’s brewed by Black Sheep of Masham, which is a recommendation, for me, and since I couldn’t see McEwan’s Champion Ale on the shelves (a truly excellent Edinburgh Ale/Burton Ale) I though it might make a good substitute.

I know I’m not the average supermarket beer shopper – I write a beer blog, for a start. So my expectations might well not be the same as everybody else’s expectations. But when I see a 6 per cent abv beer described as “a rich, dark winter warmer”, I’m expecting something ruby-coloured, fruity, strong and slightly sweet, though, hopefully, with a good bitter kick. Back home, however, when I opened “Celebration ale”, it poured dark brown-to-black, with a firmly chocolate-roast nose.

A look at the back label (printed, as is typical for back labels, in the tiny 4pt type that requires anyone over 45 to find their glasses) shows that this is in fact, as you’ve probably guessed, not an Owd Rodger-style ruddy ale but “a dark, velvety stout”. Indeed, the allergy-alert ingredients listing on the back reveals that “Celebration ale” contains “cow’s milk”. What that must mean is milk-derived (and unfermentable) lactose sugar: and there’s only one style of beer I know that contains lactose. Yes, “Celebration ale” is not just a stout, it’s a milk stout, albeit a milk stout that seems afraid to reveal itself as such.

Why? I can imagine Sainsbury’s corporate lawyers might fear the wrath of the neo-temperance army if they sold a product with the word “milk” in its description that contained alcohol (supermarket promotes beer to milk-drinking children shock! horror!), but that doesn’t seem to have stopped the Bristol Beer Factory promoting its own Milk Stout, with pictures of milkmaids and cows.

Is it the word “stout” that is the problem, fit today only to be printed in tiny letters on the back label, in case it frightens the shoppers? Is “stout” so completely associated with the Guinness-style product that Sainsbury’s fears that non-Guinness drinkers won’t buy a beer too clearly labelled a stout, and that Guinness drinkers will take the bottle back once they try it and find it’s nothing like the beer they’re used to?

Whichever, it’s a backwards step in beer education if a major UK supermarket feels it cannot describe properly a beer appearing under its imprimature, in apparent fear that the beer-buying public won’t understand accurate terminology. If you’re selling a milk stout, Sainsbury’s, call it a milk stout, not “Celebration ale” or “dark winter warmer”. THEN we can celebrate.

The pub landlord’s worst nightmare …

Bar in a Duane Reade supermarket, Brooklyn

The supermarket with a bar it it!

“One corner of the Duane Reade store on Bedford Avenue in the Williamsburg neighborhood [of Brooklyn] has Fire Island Lighthouse Ale and eight other beers on tap, with growlers — refillable glass bottles — lining the walls. Uniformed clerks-cum-beer-experts fill the growlers and conduct tastings …”

With a fair number of off-licences in the UK having been offering drink in take-away containers for many years now, surely this has already happened in a supermarket here? And if not, surely it will be happening soon? And what then for the (already dubious) claim that “the pub is the only place you can get proper draft real ale …”