Discovery Channel Discovers Craft Beer

Calagione to star in new series on the culture of beer

The Discovery Channel will be showing a series in this fall called BREWED, exploring the culture, history and variety of beer.

Sam Calagione owner/founder of Dogfish Head Brewery will star in the show as he travels the world to experience what every culture brings to its own special brew.

In BREWED, Sam will “show viewers the other side of the bottle, sharing the stories of beer sub-cultures as well as exploring life inside The Dogfish Head Brewery,” according the press release.

“BREWED taps more than just kegs and barrels, it unlocks a fascinating history of beer making, showcasing the ingenuity and passion behind our love affair with those alluring suds and how it played a role in building civilizations,” said Clark Bunting, President and General Manager of Discovery Channel.

Running a successful business also requires inspiration, so BREWED hits the road for the ultimate beer tasting road trip. Along with archeologist and beer expert Pat McGovern, Sam sets out to recreate “ancient ales” that have been discovered at sites around the world from Egypt to Peru. He travels to Rome to research old world Italian beers as inspiration for a new site in New York with Mario Batali. A visit to New Zealand introduces the idea of making the “first tomato based beer.” And back home, Sam is tasked to come up with a commemorative beer called “Bitches Brew” to celebrate the 40th anniversary release of Miles Davis’ famous recording.

“Beer has always been my passion. It is so much more than what you see in the glass. I’m excited to share the diligence, daring and creativity that we pour into our work,” said Calagione.

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Comments

  1. dick murton says

    Brilliant idea. Just what the brewing industry needs to help boost interest and sales. There are so many articles about wine, but rarely about beer. It would be good to think it might migrate from the Discovery channel to the more mainstream channels – for those amongst us who don’t subscribe, because we never bother anything at the best of times

  2. admin says

    I just found out that this will air in winter, not fall.
    also, there will be other craft brewers featured including Allagash, Sierra Nevada, Victory, Stone and Russian River.

    Admin

  3. ancienbrasseur says

    How could Sam be featured in his own show & not mention “off-centered”, “Xtreme”, or a few Emerson quotes. With his automated hop dispensers, urinating fountains, Steam-Punk architecture, & beer running through hop packed water filters to the tune of MC IBU & his DJ busting out some dope rhymes, it will be the Gong Show of the brewing industry.

  4. Jephro says

    At least it’s not another Reality Show.. well we can only hope. 😮

    3 words:
    Orange County Choppers – Hopefully minus the Conflict and Drama, but thats what sells.

    Hopefully it will do Craft Brewing more good than harm, my DVR is set!

  5. ancienbrasseur says

    Jephro wrote: At least it’s not another Reality Show.. well we can only hope. 😮

    3 words:
    Orange County Choppers – Hopefully minus the Conflict and Drama, but thats what sells.

    Im thinking more along the lines of Jersey Shore in rubber boots.

  6. Pro Filterman says

    burcher wrote: what I want to know is whether Shelter Pale Ale is their flagship.

    Nope, they do not distribute Shelter outside of there “home” area. (Wish they did!):rolleyes:
    The 60min. is the “flagship”

  7. Jephro says

    Sooo… 3 episodes in now. What do you guys & gals think?

    I think it’s a bit silly at times but good overall, probably better if you’re on the outside looking in as most of the audience is. Yes they created some artificial drama with deadlines and “missing beer” but that’s TV for ya. I think it will help our craft grow by creating more interest in the “craft” side of beer.

    I still won’t pay 14 bucks for a 6-pack, but Sam did work very hard for a long time to get where he is now. If I was in his position and Discovery wanted to make a series about my brewery, I’d probably jump at it.

    Setting my critiques aside I’d just like to say Cheers to Sam & Discovery for putting our Craft in the Spotlight.

  8. SRB says

    Jephro wrote: …….
    Setting my critiques aside I’d just like to say Cheers to Sam & Discovery for putting our Craft in the Spotlight.

    Cheers Sam!! Dude is on FIRE! 😀

  9. v2comp says

    I agree that the best thing about this show is the exposure the whole industry receives from it.
    that said, I also feel proud and even more happy about the decision I made to get into this in the first place. it’s very motivating for me at least;)

  10. Scott M says

    Some like it, some don’t from what I’ve read on other forums. Sam is reaching out to the mainstream in this program with enough emphasis on the beer to bring in the brewers and home brew community.

    Travel log, brewing deadlines, brewery issues, corn to chew :p !!

    It is entertaining, IMO!

    Now airing on Monday BTW.

  11. nchomebrewer says

    As someone who is half way to starting a brewery I am enjoying this show as well. While I am not really learning a lot from it personally I do agree that its nice to have a show focus on craftbeer and hopefully turn other outsiders onto the industry and wonderful products that are produced. While I understand that the first season is centered around DogFish Head I heard that a second or further season would focus on other craft breweries. Either way I have enjoyed each of the three episodes and its great to see an hour long show completely dedicated to craftbeer!

    Mike

  12. Sulfur says

    I enjoy watching a show about what we all do! I am happy for Sam and his success. And kudos to the drama last night of the batch gone wrong, and the fact that they showed it on tv. I’m sure we all have similar stories….! I’m also concerned about the moving around of the series, hard to build up a loyal viewer base. My tv guide even didn’t reflect the new time.

  13. Ted Briggs says

    I was surprised after the force test was negative, they didn’t try alpha-Amylase to reduce the sugars and get that batch going with fresh yeast, …. Brian you read this forum??
    More exposure for craft beer is good for all of us. 😀

  14. greystone says

    well the show is one big commercial for his brews, he has got to be the smartest brewer alive, every episode advertises another one of his beers and makes people want ot buy it. thumbs up sam you are the man, very very smart marketing!

  15. LuskusDelph says

    greystone wrote: well the show is one big commercial for his brews, he has got to be the smartest brewer alive, every episode advertises another one of his beers and makes people want ot buy it. thumbs up sam you are the man, very very smart marketing!

    Amen and Amen. Maybe every beer coming out of DFH isn’t a brewing triumph but from a marketing standpoint, the man is a genius.

    Some brewers (both home and commercial) seem to love to hate on this show, but I suspect that most of those are people that are just taking everything too seriously.

    The show is a fun outing, and I could care less if the show is an infomercial for the brewery. Sam’s ‘over the top’ enthusiasm is in itself entertaining. I say thumbs up.

  16. Rosie says

    Thumbs up from me as well.

    When I was back stateside for Thanksgiving I talked to many a BudMillOors drinker that were excited about the show and craft beer. That has to be all good.

    Now if we can get them to show it on Quest here in the UK, where beer gets nearly zero coverage…

    Jeff

  17. Rosie says

    Cheers, I will check it out, caught the corn chewing episode when back…

    …what I’m hoping is that it gets shown to the masses here…I’m already sold 😀

  18. South County says

    You can download all the episodes on the itunes store, $1.99 ea, It sucks having to pay but at least its high def and stable. I thought the latest episode on the 120 dump was by far the best. That episode showed the challenges that an artisan beer producer faces. Even DFH a multi-million dollar company with a pretty comprehensive in house qc/lab and top notch equipment, has a snafu. However I’m with Ted that with their resources they could have rebooted that 120, but in the same breath they made a decision that regardless of the fix they didn’t have time with their through-put schedule and the 120 loss was less than postponing scheduled brews. Not to mention sticking to your guns about selling a quality product. cool stuff!

  19. Sulfur says

    Very interesting…but way too many commercials. I ended up bailing half way through it. Very innovative those old beers styles from DFH.

  20. dereknobleluke says

    Sam is the man. Lets all admit that first off! I have had the pleasure to take part in his enthusiasm during a few beer dinners in my area (Rhode Island). As owner, brewer, sales rep I hear constantly from the trade, “hey what do you think of that new show Brewmasters?” These are folks that work in liqour stores asking me this. They are getting behind the show and the quirkiness of what micros are sometimes all about. I think its great and would MUCH MUCH rather watch that than Swamp people, ice-roads etc. Also..for those discovery watchers, I have heard that Dirty Jobs will be doing a show about rum distilling sometime in Jan!