This is smart. Let’s have more of this.
What’s the market size for a $100 beer dinner? Pretty small.
Pairing good beer and food is a scrumptious experience but it’s one normally reserved for the connoisseur.
I had the pleasure of filling my belly with the entire menu last week (samples; I’m no Adam Richman). New Belgium’s sensory specialist Lauren Salazar and Smashburger founder Tom Ryan led us through six pairings for the launch of their new venture which will begin in Colorado and then branch out to other states.
So let’s do more mainstreaming of craft beer. White table-cloth dinners are great, but think of how many more people will be exposed to craft beer while grabbing a burger on Denver’s 16th street mall? So what if it’s not foie gras? It’s a green chile burger and it’s fuckin’ great.
Here are pictures of the pairings and the menu. Throw fast-casual into places that need better beer. At least someone has the right idea.