Archive for August, 2011

Tres Watson
Peritus
Senior Account Representative

Peritus Senior Account Representative Tres Watson is writing a bi-weekly beer column for KYForward. This was his second article featured.

Kevin Patterson and Tres Watson

Craft beers represent an opportunity to enjoy beers the way they have always meant to be enjoyed, for the quality of flavors and not solely upon their alcoholic effects. With over 90 varieties of brew to enjoy, craft beers offer an opportunity to step out of the narrow and less characterful few styles the industrial brewers spend millions of dollars to market and to enter a world of new flavors.

Drinking vs. Tasting: Same thing, right? Drinking, for the sole purpose of consuming alcohol, may be fun at the ballgame or around the campfire, but it doesn’t explore the finer attributes of beer. Tasting involves thought – thought of the presentation of the beer, the exploration of flavors, textures and aromas that make the session enjoyable and rewarding.

How to taste beer – really. Seems easy enough, huh? But true beer tasting means giving consideration to several types of criteria, including the major factors of appearance, aroma, flavor, body and overall impression. Here are five beers that showcase an individual characteristic:

Moortgat Duvel. Known for its malty-dry and champagne-like character, this Belgian strong pale ale is equally noted for its appearance. Bright straw and with the slightest of haze and shows off its lively carbonation streams proudly. As the highest quality beers go, it’s easy to become impressed with this ale’s voluminous cottony white head, a sign of well-crafted beers. The beer’s presentation is both strong and elegant, especially when displayed in the proper Duvel tulip style drinking glass.

Bell’s Two Hearted Ale. Hugely aromatic because of the use of specialty American hops, these spicy cones contribute an abundance of citrus scents that are reminiscent of white and red grapefruit, orange zest, freshly picked grasses and herbs; all with a slight backdrop of caramel for a well-rounded bouquet that’s both pungent and floral.

Fuller’s ESB. Balance is the name of the game when diving into the flavors of this classic English Extra Special Bitter (ESB). Medium sweetness of caramel and biscotti is matched by the earthy bitterness of pine and spicy grasses for a full flavor that’s remarkably refreshing. The transition from early supple sweetness toward a cleanly bitter finish is quite remarkable.

Samuel Smith’s Oatmeal Stout. Robust and as full in body as it is in flavor, this dark ale’s texture starts and ends with a silky smooth creamy feel. Early chocolate and coffee flavors are the perfect complement to its velvety start, then relaxing subtly at mid-palate for a semisweet powdery roast texture in finish with extended alcohol warmth.

Chimay Grande Reserve (Blue Label). When the stars align and a true beer epiphany occurs, it’s likely to happen when the overall impression gives the aromas, flavors, textures and aesthetics within this regal Belgian Trappist ale. Deep crimson with ruby highlights, this richly malted yet surprisingly dry ale delivers wave after wave of varying aromas and flavors of berries, grapes, plumbs, dates, confectioner’s sugar, wine-like vinous, mild tannic woods, candied fruits, earthy tobacco and rum-like warmth. One taste will reveal why this ale is renowned for its complexity, depth and drinkability.

Although these five main characteristics are a great place to start, other considerations can bring about a heightened appreciation for the beers such as their history, culture, ingredients, food pairings, serving temperatures, proper glassware and cellaring, all of which we will be delve into in the future.

However your own journey goes, it’s worth understanding that there’s a little beer connoisseur in all of us. Trust what you taste and enjoy the trip.

Kevin Patterson is the resident beer guide and manager at the Beer Trappe on Euclid Avenue. He is an Army veteran and formerly worked in the architecture profession before taking his love of craft beer into the occupation ranks. Patterson also is a nationally ranked Beer Judge Certification Program beer judge and a Cicerone Certified Beer Server (Cicerones are to beer what sommeliers are to wine.) Throughout the course of his career, he has reviewed 2,800 different beers, judged in more than 100 competitions and festivals, and co-written many articles on the beer culture. He has lived in Lexington for 17 years.

Tres Watson, a graduate of Centre College, is a senior account representative for Peritus.  Before moving to Lexington, he created and directed the 2004 Border Beer Bust in Augusta, Ga., which featured nearly 200 beers and drew 5,000 attendees over two days.  Watson is an avid beer drinker and a particular fan of IPAs.  He and his wife Laura live in Lexington, are members of the Lexington Beer Aficionados, and can frequently be found at Pazzo’s or the Beer Trappe

Lauren Reed
Peritus
Senior Director

I heard on the radio this morning about a recent marketing strategy in the high-stakes world of luxury fashion. It has been described by the New York Observer as “devious, delightful and deliciously dirty.” Snooki, star of the ridiculously popular reality show Jersey Shore, is always seen with a new designer purse on her arm.  People may have assumed that she was being gifted these purses by designers to promote their brand.  Turns out, she is getting these purses for free, but not in the way that you’d think. Designers are actually sending America’s favorite train-wreck competitors’ bags to ensure that their product will not be the ones displayed in good ole Snooki’s next mugshot or video of any upcoming drunken tumbles down the boardwalk of the Jersey Shore.

What are your thoughts on this seemingly effective strategy to cheapen a competing brand? While you can’t argue the brilliance, is it a PR tactic you would consider?

DISCLAIMER:  I have never watched an episode of Jersey Shore. Not that there is anything wrong if you have. Gotta go. Time for some G.T. L.

(Aisha blog)

Danielle Rudy-Davis
Peritus
Account Supervisor

This summer, Peritus had the unique, exciting and frankly – very cool, opportunity to work with the first ever USO Homefront Concert, hosted by the National Guard. The concert, held on July 26^th at the KFC YUM! Center in Louisville, featured country stars Montgomery Gentry and was the first concert specifically for military families.

That night Peritus joined more than 14,500 military family members to sing-along to Montgomery Gentry hits like “My Town,” “Lucky Man,” and “Something to be Proud Of.” Montgomery Gentry, made up of Kentucky-natives Eddie Montgomery and Troy Gentry put on an amazing show. The pair not only played to thousands of excited fans but also paid to be sponsors of the USO Homefront Concert. That’s definitely “Something to be Proud of.”

At the show, we also got the chance to see families “reunited” via video calls, listened to a message from First Lady Michelle Obama and Second Lady Dr. Jill Biden to the troops and their families as well as learned more about the great work of our Troops in the National Guard.

The night was the culmination of a lot of great work which we were honored to be a part of. Back in June, we were approached by the National Guard to help devise a strategy to not only pack the YUM! Center but also attract viewers at home to watch on the Pentagon Channel. We quickly went to work putting together a plan that would get military families across the country excited about the first USO Homefront Concert.

Our plan included a day-by-day social media strategy, online promotions and contests and a detailed media pitching plan. We came up with “watch party kits” that families could request with goodies to host a concert party of their own. In addition, we created a top-of-the-line kit to be given away to one lucky family. This deluxe kit included autographed Montgomery Gentry (MG) posters, CDs, pictures and unique MG memorabilia, along with special party planning and hosting tips.

All of the hard work paid off. On July 26^th more than 2 million people tuned in to watch the concert on the Pentagon Channel online. In addition, there were more than 8,000 watch parties hosted and attended by military families and their friends.

While we sang and saluted our hearts out, the country’s National Guard Adjutant Generals from each state and territory were celebrating the success of this new event. We’re excited to say that another USO Homefront Concert is being planned for next year. We couldn’t be more thrilled to have helped these military families take a well-deserved night off to enjoy themselves. We all owe a great deal of thanks to our servicemen and women but we can’t forget the sacrifice their families have made as well. We’re beyond proud to have been a part of this great new event.

Lauren Reed
Peritus
Senior Director

Think back to early elementary school. You just mastered print handwriting and then are presented with what – at the time – seems like a monumental challenge – cursive handwriting! As a child that had ridiculously messy handwriting, and what I considered to be some of the most difficult capital cursive letters in my name (an L AND an F), I despised handwriting. I never even tried, and today, still have trouble reading my own handwriting.  Fast forward a few – okay, maybe more than a few – years, and starting this fall, learning cursive is no longer required curriculum in Indiana schools. Students will be focusing more heavily on typing skills.

What do you think of this? While I dreaded this lesson in school, it makes me wonder if handwriting really is becoming extinct, which is what the Indiana Department of Education seems to believe. If my two-year-old son never learns to write his name in cursive, how will he sign his name on important documents? You know, like a note allegedly signed by me saying he was sick when he misses school one pretty spring day.  How will he sign a check, if those are still around?  Instead of hand-writing a thank-you note for a wedding gift, will he shoot a quick e-mail from his iPhone, or whatever new device is popular 40 years from now when I finally allow him to date? Or send a thank-you tweet?

An Indiana resident summed it up nicely in this Dailytech.com article when he said “I think it’s a shame, because as long as we have hands, handwriting is going to be important for some kind of human communication.”