Can 100,000 repeat customers be wrong?

Early this month I nearly fell out of my chair. I was looking at KVIE’s transcript for the new history of beer in Sacramento. The website had some links to it. I clicked on one link and it took me to Target’s website for beer making supplies. The product was Mr. Beer.
I was flabbergasted that a reputable program discussing the rich history of Sacramento’s role in brewing history would take me to such a product.

I had a solemn discussion with my beer master. “Master”, I said. “Wouldn’t is be a good experiment to make some of this beer?” Master said, “ One does not need to experiment with bad things.” “Master”, I said. “I wonder what kind of feedback we would get if we submitted beer made with Mr. Beer into competition?” Master said, “One does not need to experiment with bad things.” I could see where this discussion was going.

Mr. Beer started in 1998. They claim they are America’s No.1 homebrew kit. They must be doing something right because 10 years later they have sold over 600,00 brewing kits. That amounts to 5000 kits a month. I know some homebrew shops that would love to see those kinds of sales. There is even an offer to make me an affiliate. I can make 20% of the sale of a kit every time some one visits my website and purchases one.

In any case Mr. Beer does a great job with their website. The company warns that the production of beer by minors can lead to prosecution and that legal guardians will be held responsible. Gift cards are available. They even have logo gear so that you can wear the fact that you make beer with pride.

Last night as I was perusing through the recent magazine issue of BEER. There was again.
They made a batch of pale ale and actually liked it. Hmmmm, is there accounting for taste?
Mr. Beer gives the maker the ability to make two gallons of beer within 2 weeks. They encourage makers to consume the beer within four months. They offer over 170 different beer kits. They also offer cider and root beer making kits.

I took a look at the instructions to see how one would make such a beer. I did find one step that was left out that could make the beer problematic. The instructions say to add cold water to the liquid malt. It would behoove the (pseudo) brewer to vigorously boil the water uncovered (allow for evaporation) for 15 minutes and allow it to cool covered. Water from the tap is not sanitized. Sanitation cannot be over emphasized in the process of brewing.

I don’t think that I will be making a batch of Mr. Beer. I went from extract to partial mash and graduated to all grains recipes because I love the artistic and creative juices of being master designer. Can I recommend the product? I may never have the opportunity to see for myself what it tastes like. But can 100,000 repeat customers be wrong?