The “blind taste test” has been around, well, at least as long as any modern marketing gimmick. Remember The Pepsi Challenge?

Recently, Charlie Papazian related the results of three separate blind tastings he conducted in 1999. The results were, in a word, predictable. If you are a beer geek, at least. Locally-brewed craft beer beat industrial-brewed imports by overwhelming margins.

Drink beer with your mouth, not your eyes. Prelude to revisiting “What makes good beer?”

In Arizona 100 beer enthusiasts and their friends and spouses turned up at the Pusch Ridge Brewing Company and Pub. Another beer tasting was held. The results: Sam Adams 42 versus Corona 3; bottled Sierra Nevada Pale Ale 27 versus Bass Ale on draft 19; Guinness on Draft 1 (that is correct, 1) versus Pusch Ridge Old Pueblo Stout 47.

As in all the tastings the beers were all served in glasses without any indication of origin. Brand loyal, die-hard Guinness drinkers were stunned. Bass Ale aficionados would not believe their vote. There were a few Corona drinkers that evening who were no more.

I’m convinced more than ever that I need to get my die-hard-ipa-is-too-rough-Bud-Light-or-nothing neighbor over and have him sample some of the locally-brewed light lagers side-by-side with his preferred libation. I’ll consider it an act of mercy.

Update: Fixed link to Charlie’s article. Sorry about that.