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Barrel-Aged Stout and Selling Out: Goose Island, Anheuser-Busch, and How Craft Beer Became Big Business, by Josh Noel

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Review

"If you care about great beer and great storytelling, this book is essential reading. Josh Noel gives us a fresh look at a fascinating business, laced with new details, sharply drawn characters, and high stakes. Barrel-Aged Stout and Selling Out is deeply reported and always a delight to read."—Jonathan Eig, author of Ali and Luckiest Man “Josh Noel has accomplished the very rare trick of telling a fascinating story that reveals the larger world it inhabits—in this case, how craft beer went from underdog to unlikely sensation. This is an essential book for anyone interested in beer, and also a really fun read.” —Jeff Alworth, author of The Beer Bible   “A well-researched and well-written book about the most exciting and dynamic era in America’s commercial beer history since Prohibition. I couldn’t put it down and I shared it with a co-worker as soon as I finished reading it.” —Sam Calagione, founder of Dogfish Head Brewery, author of Brewing Up a Business and Project Extreme Brewing “A thorough and compelling look at craft beer's wild history and complicated future. As an early brewpub sibling to Goose Island, I can easily say there's a detailed story here worth digging into." —John Hickenlooper, Colorado governor and former owner of Wynkoop Brewing   “Josh Noel deftly details the facts and passions surrounding one of the most contentious defections in craft beer history. Behind it, he shows us the dramatic story of two men—father and son—whose journey from struggling start-up to global beer brand changed both beer menus and industry loyalties in ways that will be talked about for decades to come.” —Ray Daniels, founder of the Cicerone Certification Program and author of Designing Great Beers    “Josh Noel tells the story of Goose Island founder John Hall and his son, Greg, with sympathy and understanding, leaving the reader to decide if it is a triumph for craft brewers, a tragedy for the craft movement, or both.” —Steve Hindy, cofounder of Brooklyn Brewery and author of Beer School A "briskly written narrative ... (an) accessible introduction to the business of brewing." —Wall Street Journal “Fans of good beer will enjoy Noel’s explorations, which make for a useful cautionary tale as well.” —Kirkus Reviews“I also found myself appreciating, as I tucked into the book, that it functions both as a history and as an illuminating look into how the world’s largest beer conglomerate tends to do business...in the course of reading, I was entertained and informed in equal measure.”  —Jim Vorel, Paste  “The book is, beyond its many amazing revelations, quite a page-turner. Because Noel interviewed so many people (107 names are listed, and a note mentions there were additional anonymous sources), there’s real personality throughout.” — Jeff Alworth, Beervana.com"Noel tells Goose Island’s story through the receipts, the sales numbers, the emails, and the time-stamped text messages, delivering what is, in retrospect, a clear look at big beer’s bungled first attempt to take over craft brewing” and adds “He covers tons of ground, but keeps enough of an eye on the humanity of Goose’s story that his book is more than a novel-length business study.” — Karl Klockars, Chicago magazine"Noel's book is a must-read for any craft beer fan, beer media personnel and of course anyone in beer —macro or craft." — PorchDrinking.com"You will better understand the battle for craft beer's soul that began when Goose Island was sold when you close the last page of the book...this is a must-read history for any fan, casual or obsessed, of beer." — The Full Pint

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About the Author

Josh Noel writes about beer and travel for the Chicago Tribune; he has also contributed to This American Life and to the New York Times and other publications. He has become one of the nation’s most recognizable beer journalists, winning multiple awards from the North American Guild of Beer Writers. He lives in Chicago with his wife and children.

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Product details

Paperback: 400 pages

Publisher: Chicago Review Press (June 1, 2018)

Language: English

ISBN-10: 1613737211

ISBN-13: 978-1613737217

Product Dimensions:

6 x 0.8 x 9 inches

Shipping Weight: 1.2 pounds (View shipping rates and policies)

Average Customer Review:

4.8 out of 5 stars

48 customer reviews

Amazon Best Sellers Rank:

#35,778 in Books (See Top 100 in Books)

This book is just amazing and I highly recommend it. The research of the history of beer in America and the details on how beer has evolved since Goose Island’s founding is incredible.While there are many great takeaways, even the people who are purely anti “Big Beer” can’t deny Goose Island’s impact on the craft beer industry. Just seeing the people who have come through Goose Island and the breweries those people have built or impacted in some way - New Glarus, Perennial, Off Color, Fremont, Side Project, Firestone Walker, Revolution - tells you that Goose Island has had a positive impact on American beer.And as a marketing and PR person, reading about behind-the-scenes strategies was an added benefit. Was not expecting to get some great marketing takeaways when I decided to purchase this book.Thanks for writing this Josh. It was great to see the history of how everything has evolved. I absolutely flew through it and I’m already recommending it to friends.

If you are even marginally interested in the current/recent dynamic between the independent craft beer business and the big boys this book is an absolute must read. The book is very well researched and yet is an easy read. I follow the business a bit but I learned a lot about the inner workings. This is a subject worthy of a back story and the author does it beautifully. He also does not take sides. After reading it is clearly up to the reader to reach their own conclusions about who is the good guy. I won't spoil the book; but if you love beer you'll love this one!

Being a home brewer with a long time interest in beers, I've had some general ideas of how the industry works and it's primary players, mostly formed by bits and pieces of news and other scattered information. This book paints a very clear and comprehensive picture of who, what, where, and reveals more of the stories and motivations behind the snippets that have been presented to the public. If you consume and care about beer, this book will give you a greater appreciation for what you are drinking and how it got to you. Even if you don't have any interest in beers, you will find this book to be a captivating narrative about small business, big business, and all the interesting characters and events that turned a simple shelf of Bud Miller Coors into an entire aisle of Bud Miller Coors with a multitude of different labels.

I loved reading about the history of the craft beer revolution from Goose Island’s perspective in the new book from Josh Noel. John Hall’s journey, Greg Hall’s rise, the early brewpub, and the story of Bourbon County Stout. It’s all so fascinating.What I enjoy the most is the incorporation of craft beer’s historical cast of characters from around the world that each offer a bit of color to an already enthralling tale. To see familiar names and what they have to say about Goose Island gives its story even more depth.All of it is presented in an informed and objective way by Noel, who does a good job of providing well-researched facts and great details that help paint a picture of the time, place, and people behind Goose Island’s ascendancy.The work Noel put in to find out the real story and tell it in a way that anyone could understand deserves recognition. The author lets us as the reader see the people behind the story for who they really are and made them relatable humans. A great read!

How did they go from being one of America’s best breweries to being a brewery prominently featured in every Buffalo Wild Wings and airport bar in the world? You’ll find out in this excellent book. It’s a tragic tale of a brewery becoming what they always hated.

The book is split into 2 parts that tell the rise of Goose Island and then the fallout from the selling of the brewery to ABI and how it effected the employees of Goose Island and the craft beer landscape overall. The author has a great way of giving the reader the relevant information without laboring a point. He is also adept at showing the events in the book from multiple sides: the Goose Island employees, the Halls, ABI executives as well as influential folks in the craft beer world. A great read and I highly recommend it.

This was a real treat to read. As a highly critical beer drinker who was a patron at Goose Island from the beginnings, Josh Noel's carefully researched account captures the essence of the rise, expansion, and sell off of many of the most recognized crafts beers. It is told in the setting of the beer industry, however it is as much a chronical of the consolidation of industry in the world economy. This is much more than a book about beer. I especially enjoyed how Noel discusses the forces and setting for the craft beer revolution, and the history of bland American lagers. It is entertaining, thorough, and written with a colorful tone. One of the best non-fiction works I have read in years.

I'll be the first to admit that I don't know that much about the beer business, and my taste in beer itself would hardly be called adventurous. Also, usually, I read novels, but I picked this book up on the recommendation of a friend. Turns out it's a fascinating and well-told story. It seems strange to call a non-fiction book like this a "page turner," but that's what this book is! I highly recommend it.

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Barrel-Aged Stout and Selling Out: Goose Island, Anheuser-Busch, and How Craft Beer Became Big Business, by Josh Noel PDF