Pete's Wicked Ale Label circa 1999
Twenty years ago, just as I was coming out of my BQ beer days (BQ=Before Quality), Pete’s Wicked Ale became my go to beer. Unlike today, at least in my area of the beer universe, there were very limited choices if you wanted a non-mainstream U.S. beer. The choices were basically: Sam Adams Boston Lager, Sierra Nevada Pale Ale, Anchor Steam, and Pete’s Wicked Ale. Of these four, Pete’s Wicked Ale quickly became my favorite. There was something so fresh about the taste. Malty, thick, earthy. Quite a change from the carbonated yellow fizz of the day.
Pete’s Wicked Background
Pete’s Wicked was started in Pete Slosberg’s kitchen. By day Pete worked in corporate America, and at night he experimented with wine and beer making. He quickly realized that the turnaround time on beer making was much quicker for experimenting so he dropped the wine and stuck with the brewing of beer. Obviously a good choice. He soon concocted a beer recipe that wouid become Pete’s Wicked Ale. Within a few years Pete quit his day job and Pete’s Brewing Company became the second largest micro brewer in the United States.
In 1998, Gambrinus bought Pete’s Brewing for $68 million. The San Antonio, Texas based Gambrinus Company imports, brews, and distributes beer nationwide. They also own the Spoetzl Brewery (brewer of Shiner Bock) and were instrumental in bringing Corona beer from Mexico to the United States. I’m not sure if they should be applauded for the Corona thing or not, but the lime and lemon growers had to be pleased.
And then something changed. I’m not sure if they tweaked the recipe or not, but I know that over time Pete’s Wicked Ale changed. I had one a few months ago and frankly, it didn’t cut it anymore. It had become a carbonated amber fizz.
A few weeks ago Gambrinus notified Pete’s distribution network that by March 2011, Pete’s Wicked line of beers would cease to be produced. They cited sagging sales as the reason.
So for now, Pete’s Wicked Ale is dead.