Didn't expect CNBC to be spreading lager love, but we will take it. We are based in Pennsylvania and there is a strong lager tradition here. One of the oldest US lager breweries, D. G. Yuengling & Son, is headquarted is Pottsville, PA. It is thought the first lager beer brewed in America was by a German immigrant who carried yeast from Germany to Philadelphia in 1840. So it is good when we read a little bit of lager love.
From the article
“The pioneering craft brewers ran so far away from the norm, which was undifferentiated, light-colored, low-flavored beer," said Bill Covaleski, founder and brewmaster of Pennsylvania-based Victory Brewing. "It was almost like they were planting their flag in the sands of a completely different beach."
It's only natural that after nearly 30 years of moving in one direction, the palate pendulum is swinging back in the other direction, Covaleski said.
"The audience that cut its teeth on the darkest, hoppiest…beer imaginable doesn't want to drink that exact thing everyday forever," said Covaleski. "That audience has a very wide-ranging palate and is looking for refreshment on some days."
To satisfy the need for a less bitter brew, there's a shift to lagers and pilsners, a type of pale lager named after the city in Germany where it was first introduced in the 1800's.