The NYT has two interesting beer-related articles available online from the forthcoming (in print) NYT Magazine. The first is about the Bjergso brothers, two beer brewing mavens:
The number of phantom brewers is growing, and Mikkel, who got into the game in 2006, views this with a mixture of magnanimity and trendsetter’s pride. But he pays particularly close attention to one Brooklyn-based phantom brewery, because it is owned by his identical twin, Jeppe Jarnit-Bjergso. Jeppe started his brewery four years after Mikkeller began and, in an act of winking provocation, named the outfit Evil Twin. It is a smaller operation than Mikkeller, but similarly well regarded among connoisseurs. (Jeppe used to help Noma curate its beer selection.) The Bjergso brothers have opposite temperaments: Mikkel is reserved; Jeppe is an extrovert. And they are not on good terms, despite — or rather, because of — their shared infatuation with beer. They haven’t spoken to each other in more than a year.
Fun read, especially for beer aficionados.
A second, equally fun piece has Milton Glaser’s thoughts on some modern beer branding and labels.
“I have a theory that most of design, in general, is the creation of affection,” says Milton Glaser, the 84-year-old graphic-design legend, who created the I ♥ NY logo. When it comes to craft beer, Glaser, who also designed the Brooklyn Brewery identity, believes that it comes down to creating a label that looks quirkily amateurish — if not downright unprofessional. “The one thing you don’t want to look like is Budweiser,” Glaser says. “This creates a paradox: How do you deliberately create the illusion of not knowing what you’re doing when you actually do?” As he notes below, some companies do it better than others.