A Bunch of Entitled Kids of Big Beer Opened Up Their Own 'Craft' Brewery

by Ryan Hudak on Jul 25, 2017 in Beer

If you like your craft beer to lack any kind of authenticity, but make up for that with boundless pretentiousness, Barrels & Sons Brewery in Napa, California is about to become your mecca.  The brewery was started by three sons of moderately famous people: Carlo Mondavi, son of Tim Mondavi and grandson of Robert Mondavi of Mondavi Winery; Elliott Taylor, son of Ronald Lee Taylor, whose restaurant-building company built Spago (apparently that makes you famous or something); and Jacob Busch, of the famous Budweiser family.

Two things immediately jump out about the trio.  First, they look the Trump kids tried to dress up like Mumford and Sons without ever actually having seen the band.  Second, they know nothing about beer and brewing. The group says they are starting with a pilsner, and only a pilsner, in order to make one of the best in the US.  After all, as Elliott Taylor noted, “We started thinking that every American lager or pilsner beer brand is no longer owned by Americans anymore.” Sure, if you’re only thinking about the macro garbage that your fathers pedaled—but there are plenty of great craft pilsners and lagers owned by Americans.
 

 
 
Their brewing process (which they hired a brewer for) is also suspect. Taylor also mentions, “It is a very complicated brew protocol and is a thick binder worth of pages to follow the actual procedure of this brew. We have one of the longest lager pilsners on the market and our total start to finish time from batch in to rack out is just under 30 days, which is extremely long for a lager. Checking temperature throughout the day and monitoring the beer is a complicated process―we use an array of different malts and we use several different hops.”  As Beervana blog points out, 30 days is pretty standard for a pilsner, which just so happens to be one of the beer styles that generally uses one kind of malt and one kind of hops.  So, nothing checks out with these guys.
 
From the Barrels & Sons Instagram, it is clear this is being marketed to the aforementioned Mumford and Sons faux-folk crowd; the kinds of kids who wear their pre-torn $300 jeans designer v-neck t-shirt into the woods to have a picture-perfect campfire with all their beautiful friends.  They even have a video of someone pouring their beer into a mug full of snow with a banjo playing in the background.  I can’t even begin to describe how many things are wrong with this.
 
The brewery—and the three rich kids who started it—is being praised for its hard-working ethos that these guys apparently grew up with and are pouring into their beer.  That, however, could have more to do with the sycophantic tone of the Forbes piece and not with anything they’re actually doing.  The article really is a must-read, too, if you're into pain.
 
Recent Articles
spacer

Feedback

How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!

*Name:
*E-mail:
*Suggestions:
 
Things No One Asked For: Prosecco Donuts

Things No One Asked For: Prosecco Donuts

In case you were tired of drinking Prosecco the regular way, a New York bakery has introduced a new way to imbibe it: a Prosecco donut....read more ›

by Ryan Hudak Aug 8, 2017
Head to These Baltimore Bars for National Rum Day, August 16

Head to These Baltimore Bars for National Rum Day, August 16

What better way is there to celebrate National Rum Day, which is on August 16, than sipping on the summer spirit at these spots known for their select...read more ›

by Jennifer Waldera Aug 8, 2017
This New York Winery is Producing a Rose-Inspired Gin

This New York Winery is Producing a Rose-Inspired Gin

Can't decide between a gin & tonic and a glass of rose? Thanks to Wolffer Estate Vineyard's newest gin release, you don't have to choose....read more ›

by The Drink Nation Aug 8, 2017
SPONSORED
Visit Drink Baltimore on Your Phone
Since Humans Aren't Creative Enough, Robots May Be Naming Our Beers Soon

Since Humans Aren't Creative Enough, Robots May Be Naming Our Beers Soon

Research scientist Janelle Shane decided to take matters into her own hands - well actually, the hands of robo...read more ›

by Jessie Donofrio Aug 8, 2017
Here's Where You'll Be Celebrating National Rye Month in Baltimore

Here's Where You'll Be Celebrating National Rye Month in Baltimore

Brown liquor is often associated with cooler temps and fireside imbibing, but Rye Month just happens to fall i...read more ›

by Jennifer Waldera Aug 1, 2017
Guillermo del Toro and Patron Tequila Collaboration Release

Guillermo del Toro and Patron Tequila Collaboration Release

Guillermo del Toro, Mexican writer, designer, and director for films such as Pan's Labyrinth and Hellboy, is working with Patron Tequila on a new expr...read more ›

by Alexander Frane Aug 1, 2017
Things No One Asked For: The Wine Necklace

Things No One Asked For: The Wine Necklace

Drinking wine can be such a hassle. First, you have to hold the glass in your hand like some kind of animal. Then, if you want to do something with ...read more ›

by Ryan Hudak Aug 1, 2017
Beer Brand Aurosa Makes Beer 'For Women,' Women Say They Already Have a Beer, and It's Called Beer

Beer Brand Aurosa Makes Beer 'For Women,' Women Say They Already Have a Beer, and It's Called Beer

Throw away your beer stash ladies, because a Czech beer company has made the only beer we will need. The compa...read more ›

by Jessie Donofrio Aug 1, 2017
Great American Beer Festival Tickets Go on Sale August 1-2

Great American Beer Festival Tickets Go on Sale August 1-2

The Great American Beer Festival will take place in Denver at the Colorado Convention Center Thursday through Saturday, October 5-7....read more ›

by Carrie Dow Jul 26, 2017
According to Wall Street, Millennials Are Choosing Wine Over Beer

According to Wall Street, Millennials Are Choosing Wine Over Beer

The American financier Goldman Sachs downgraded the stocks of the Boston Beer Company and Constellation Brands this week due to 'sluggish' beer sales ...read more ›

by Jessie Donofrio Jul 25, 2017
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close