WORDS: Sarah Ward
Early 1800s, Telemark, Norway: While Norwegian woodcarvers were making the first cambered ski, their trusty apprentices served them barley-based moonshine… to get the creative juices flowing.
Early 1900s, St. Anton, Austria: After a long day of ski school, with the squeals of children and their cries for their mother still ringing in their ears, these first ski instructors slammed Zipfer, an Austrian pilsner, to make the noise stop.
1920s, Chamonix, France: Winter Olympians participating in the first ever Winter Olympics celebrated their golds, drowned their bronze sorrows, and created a worldly bond at the bar with French wine induced shenanigans.
1950s, Sun Valley, Idaho: With the Warren Miller Crew creating a party atmosphere with their shooting of Deep and Light, partygoers sucked down Gimlets (gin and lime juice), or anything with gin really, to take the celebration long into the night.
1960s, Jackson Hole, Wyoming: Before Don Draper made the Old Fashion (bourbon, bitters, water, and sugar) cool, Jackson skiers were winding down their new Tram powered, powder-filled day with this classic.
1970s, Aspen, Colorado: Thanks to the EPA, the new free buses to and from the mountain gave skiers plenty of time to pre and post game with a Harvey Wallbanger (vodka, orange juice, and Gallino), and probably an eight ball stashed in their pockets… it was the 70s.
1980s, Squaw Valley, California: With the crowds swarming in, thanks to hot blondes and Hot Dog: The Movie, skiers admired each others’ neon patterned fanny packs while sipping Long Island Ice Teas.
Early 1990s, anywhere there were moguls, USA: Who needs a Rodeo or Cork when you got a Screamin Seamen and a Double Twister in your bag of tricks? Budweiser and Coors were king during their mogul sponsored competition era.
Late 1990s, Whistler, British Columbia, Canada: With Whistler Blackcomb topping more than 2 million visitors a ski season during this time, the Canadian “Glacier Fresh” Kokanee beer was in great demand eh?
2000s, Mammoth, California: Jagermeister. Need we say more?
2008, Ski Towns, USA: Skiing’s unofficial, official beer: Pabst Blue Ribbon. K2, Lib Tech, and Montana Ski Co. have all honored this timeless beer with a limited edition PBR ski design. A ski bum favorite, this blue ribbon winning beer is a great end to a powder or ice ridden day.
2013, The American West: Fireball takes over. This “whiskey” is sweeping ski towns, alluring skiers to warm their bodies with fiery sugar.
The Future: I say pass the tequila, please.