In the story of Joseph L. Owades, a legend in the American brewing industry, we are introduced to a man who revolutionized the way Americans drink beer not once, but twice. Owades, the son of working-class Jewish immigrants, escaped Europe before the turmoil of World War I and went on to become America’s greatest brewer. His claim to fame? Inventing light beer, a process that changed the beer industry forever. Owades’ innovation in the 1960s led to the development of full-flavored beer with fewer carbohydrates and calories, now known as light beer. Today, light beer accounts for about 40% of all beer consumed in the United States, a testament to Owades’ genius.
Owades’ son, Stephen Owades, describes his father as a mentor to a generation of young entrepreneurs in the 1980s who were eager to enter the craft brewing industry but lacked the technical expertise. Owades’ influence can be seen in the success of early craft breweries like Anchor Brewing and Samuel Adams, companies that hired him to pair his technical precision with their passion. This collaboration led to the growth and popularity of craft brewing in America, with over 9,000 craft breweries now in existence. Owades’ legacy lives on in the success of these breweries, as he is credited with being present at the creation of the craft brewing movement.
Growing up as the son of immigrant parents who fled persecution and poverty in Eastern Europe, Owades fulfilled their dreams of better opportunities in America. His father, Simon Owades, worked as a cloth cutter in New York City, instilling in Joseph a strong work ethic and a passion for innovation. Despite facing educational obstacles due to quotas on Jewish students in elite institutions, Owades pursued higher education at City College of New York, where he discovered his love for biochemistry and food science.
Owades’ career in brewing began at Rheingold Brewery in Brooklyn, where he made his groundbreaking discovery of using an enzyme called amyloglucosidase to brew light beer. This enzyme broke down sugars in the brewing process, resulting in fewer calories but more alcohol in the beer. Owades’ invention not only created a new beer style but also increased productivity and saved money for breweries. However, Rheingold executives failed to capitalize on the innovation, leading Owades to bring his idea to other breweries, including Peter Hand Brewing in Chicago, where it was eventually rebranded as Miller Lite.
Miller Lite’s success can be attributed to Owades’ innovation and the marketing campaign that accompanied it. Featuring a cast of macho male celebrities and athletes, the “Tastes great. Less filling” slogan became synonymous with the brand and helped solidify Miller Lite as a popular choice among working-class consumers. The marketing strategy behind Miller Lite’s success revolutionized the beer industry, paving the way for the light beer phenomenon that is still prevalent today.
In conclusion, Joseph L. Owades’ contributions to the American brewing industry are immeasurable. His invention of light beer and his role in the growth of craft brewing have left a lasting impact on the way Americans drink and enjoy beer. Owades’ story is one of innovation, perseverance, and passion for his craft, making him a true American brewing legend.
