Went to the local Costco on Friday, December 20, 2024. I know… need my head examined going to Costco so close to Christmas. Anyway, I always check the beer aisle at Costco even though Costco doesn’t have as many “imports” as they had in the past.
Was surprised to see “Kirkland Helles-Style Lager” from the Deschutes Brewery. 4.5% ABV. Back of can states “Savor the triumph of a 2023 Great American Beer Festival gold medalist, a beer that stands out amount the finest in America.
Of course I got a 12 pack. Looking forward to trying.
“helles” is a term used really commonly in the past half decade or so in north america to mean a pale, bland craft beer version of a BMC NAIL. why is it 4.5% ABV? it would be a serious challenge to find a real german helles with an ABV that low since there are certain original plato expectations involved.
as the craft beer market got super saturated, they needed to target the other 90% of people who care much more about how a label looks and branding/imagery of product than the actual product itself. these boring pale totally inoffensive beers allow college+ educated suburbanites who are aware that there are social expectations that they should have certain tastes regarding food and drink to not look uncultured. a product like this allows them to not be put off by anything challenging or new, their SO will willingly consume it, etc etc .
i discount almost any north american brewed beer advertised as “session lager/cream ale/helles” because at least here in canada its as expensive if not more than actually good and interesting beer. in america it could be a different story for me, but this is essentially a reinvention of swill for the masses.