E-Malt.com News article: USA: Joseph L. Owades, who created 1st Low-Calorie Beer, died of a heart failure

Joseph L. Owades, a biochemist, who developed the first low-calorie beer and later helped launch a number of the leading microbreweries that produce custom beers on a smaller scale, died of a heart failure on December 16 at his home in Sonoma, Calif. He was 86.

Initially intrigued by the study of cholesterol, Owades entered the brewing trade through post-doctoral work in fermentation science. While working in Brooklyn, N.Y., at Rheingold Breweries, then an industry leader, he developed a process to remove the starch from beer. This reduced its carbohydrates and calories.

''When I got into the beer business, I used to ask people why they did not drink beer,'' Dr. Owades once said. 'The answer I got was twofold: One, `I don't like the way beer tastes.' Two, `I'm afraid it will make me fat.' ''It was a common belief then that drinking beer made you fat,'' he said. ``People weren't jogging, and everybody believed beer drinkers got a big, fat beer belly. Period. I couldn't do anything about the taste of beer, but I could do something about the calories.''

Introduced in 1967, his product was called Gablinger's Diet Beer. As Owades later said, the Gablinger's television advertisement showing a man with the girth of a sumo wrestler shoveling spaghetti into his mouth and downing a Gablinger's did little to help the cause. ''Not only did no one want to try the beer,'' he said, ``they couldn't even stand to look at this guy!'' Plus, the name. Brooklyn Brewery President Steve Hindy once told the publication Modern Brewery Age that Gablinger's Diet Beer ``doesn't exactly roll off the tongue.''

With approval from his boss, Owades said, he shared his formula with a friend at Chicago's Meister Brau brewery, which soon came out with Meister Brau Lite. He routinely joked, 'Being from Chicago, they couldn't spell `light.' ''

Miller Brewing acquired the light beer process when it bought assets of Meister Brau in the early 1970s. The ''tastes great, less filling'' marketing strategy, which used football players and other tough-knuckled types, helped Miller Lite flourish.

Even if Gablinger's did not find eager takers, Owades was regarded as the father of light beer. He became an international consultant in beer, working through his Center for Brewing Studies. He moved to the Bay Area from Boston in the early 1980s.

Joseph Lawrence Owades was born July 9, 1919, in New York to parents from Ukraine. While growing up in the Bronx, he received a chemistry set from his mother, and his interest led him to study the science at City College of New York. He also received a master's and then a doctorate in biochemistry from Brooklyn Polytechnic Institute, now Polytechnic University.

Owades, who received a doctorate in biochemistry in 1950, was known as Dr. Owades by colleagues. He brought his expertise as a research scientist to the work of brewing beer. "Joe Owades revolutionized the American beer business," said Jim Koch, founder of Boston Beer Co., who hired Owades as a consultant in the 1980s when Koch started brewing Samuel Adams lager.


28 December, 2005