Proofing in the cooler

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Those not bedeviled with a keen eye might gladly pick up a six-pack of the beer featured above, waltz to the register (the very first place where the price would be apparent) and then home, unburdened with the conundrum so clearly on display. Had  The Ithaca Brewing Co. been able to keep up with my demand for Flower Power IPA  my gaze would not have strayed, again, to the upper reaches of the craft-brew shelf, and I would not have been compelled to sort out why the shelf tag failed, by a letter, to match the product label. My guess was a printer’s error, followed by heated argument, the assertion that “Few, if any, will notice.”, and  some contract bargaining.  Of course one of the few needed to know if there were indeed a couple others who’d noticed, and so got right home, opened one, (yes, the bottle label says Hop Nosh too)

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and Googled:  “hop notch” “hop nosh”

Instant satisfaction. The Notch Brewing Co. in Mass. “asked”, (using a “cease and desist” document), that their trademark on the word “notch”, (as related to “beer and breweries”) be honored by Uinta of Utah, the makers of Hop Notch. Representatives say the agreement was amicable, per the link below:

hoppy agreement

Still not sure why the shelf label is unrevised. Maybe the store manager is using last year’s tag. If Notch sues, I want a share of the finder’s fee.

3 responses to this post.

  1. Stranger still: is the word “nosh” operative in the US? Here it is a vulgar synonym, almost certainly of Yiddish origin, for food, the slightly-more-up-to-date version of grub. Can be used as a verb (eg, “I noshed well last night: bangers and mash.”) but more typically as a noun (eg. “L-erv-ly nosh! Jellied eels.”).

    I see you are a beer connoisseur. IPA used to have mildly snobbish overtones, cost more too. If you feel in need of a fellow spirit drop in on Rouchswalve; she’s of German stock and brews her own in many variant forms. Me? We chose to live in Hereford without realising it was the home of the South Wye Brewery and that has been one of the great bonuses. Their best is Butty Bach but the coy Welsh word sticks in my throat (unlike the beer itself) so I point to the pump and say “A pint of that.”

    Reply

    • Nosh is recognized here. I think the posh may have adopted it at some point and it’s filtered down. Usually the verb form, “to eat”. I’m not quite a beer connoisseur…just a thirsty guy, easily bored. I did some home brewing years ago, great fun and interesting, but the product wasn’t consistently good enough. Bottled in Grolsch bail-tops back then. Rouchswalve…I wonder how far that is from here.

      Reply

  2. She’s listed confusingly (it’s a long story) as Zu Schwer in my links list.

    Reply

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