“Hey let’s make an amber lager. Also fuck those prediabetic dipshits lining up for confectionary aisle ales” – Live Oak, probably.
Here is the Live Oak marketing strategy in a nutshell: 1) brew only the most completely forgotten or irrelevant styles, 2) do them better than anyone else in the entire world 3) let other breweries make saccharine stouts.
Talk about a brewery that couldn’t give a squirt of second runnings about what is “in” I don’t even think they have a house ale strain. This place makes beers from this bizarro Papazian timeline where Gore won in 2000, no one discovered hops, and clean ass lagers became refined.
I went there last year and the hilariously simple yet genius lay out of this place is underscored with the direct focus of what they do: they make like eight beers total and none of them have subdordinate clauses as names. They use horizontal used dairy tanks to reduce hydrostatic pressure. You don’t give a fuck. I tell people all the time about simple elegant canned lagers and as we speak a raffle for a rum barrel neopolitan beer is filling for $800.
I took this to a sketch comedy show and a casual said “this is the best normal beer I’ve ever had.” That’s a phenomenal compliment in my book.
We deserve the beer scene we create. I almost never urge people to exit their markets and leverage FedEx but, for cost of entry please lean on a friend from Austin because there’s no way you have anything like this in your local market.