International Beers

There just seems to be no stopping the growth of premium international beers in Australia. This year’s statistics show around 18% by value on an MAT basis to June 2006 when compared with a year ago. Granted, discounting by major bottle shop chains has been effective but that doesn’t account for lower income housing developments also showing significant growth, and specialised beer shops also doing a whopping big business with no signs of slowing down. Add to that, any respectable up-market club or neighbourhood bar needs a staple internationally recognised premium to meet their client’s needs, simple as that. The new beer elite are now driven by flavour and aroma to an ever discerning Aussie palate, with the more delicate palates chasing less bitterness and a clean well-rounded taste.

Without doubt Lion Nathan’s flagship brands of Beck’s and Heineken have savoured success with around 20% value growth outstripping the international premium segment to June 2006 when compared with a year ago. Heineken, in a recent in-market activity introduced the Heineken Keg – a 5L portable draught system that stays fresh for up to 30 days after opening and enables people to enjoy a fresh draught beer when entertaining at home. Drink It Live activity in bars and clubs across the country educated bar staff in adding to the premium experience for punters through the correct pour technique for the Heineken brew.

In 2006 Beck’s continued its association with the Sydney and Perth Festivals (with Beck’s Bars at each event) and Adelaide’s Fringe Festival (for the launch of the Garden of Unearthly Delights, the Beck’s CITY BOTTLE was flown out from Belgium. It was a funky buffed silver aluminium bottle with the San Francisco nightscape in black – very in keeping with the brand’s advertising campaign which positions the brand as ‘worldly’ and for urban sophisticates).

The newest member of the Lion Nathan family, Dutch beer Amstel was launched in May of this year, specifically brewed to give Australians more of what they want and less of what they don’t want from a beer. Australia is only the second country in the world to introduce this beer following a launch in Russia earlier this year. Amstel has been successfully brewing worldwide since 1870, and is the third largest beer brand in Europe at 1.12 billion litres a year. Using an extra filtration process, Amstel is Pure Filtered to give a finer, purer full strength lager (4.7% alc/vol) with a refreshingly clean, crisp taste. Amstel’s Marketing Manager, Mai Ling Turner, is confident this new Amstel brew will appeal to Australian premium beer drinkers. “Over the last two years, there has been a huge increase in the consumption of mild-bitterness beers in Australia, with volume almost doubling from 37.5 million litres to 68.4 million litres since 2004 . From this, it’s clear that today’s beer drinkers want, something that tastes and feels less heavy, less bitter, and less bloating yet doesn’t compromise on taste and refreshment” said Ms Turner.

InBev continues to numero uno in worldwide beer sales and their relationship with Fosters Australia remains prosperous for both. Their ever popular Stella Artois has again shown double digit growth in 2006 behind investment in marketing and off premise promotion. According to Jamie Cook, General Manager Premium & Specialty Beer "Foster's Australia has been brewing Stella Artois draught at our Abbottsford brewery in Victoria for over 10 years, and we recently moved to local production of Stella Artois in pack. We moved to local production for two main reasons: First, brewing locally means we can deliver to consumers the best tasting, freshest Stella Artois available. Second, local production enables us to keep up with continued growth in consumer demand. The same brewing recipe is used locally as the imported product, and any noticeable difference in taste between previously imported and locally produced beer is because you are now being delivered fresher beer.”

Pacific Regional Director for InBev Sean Prendergast has more to say on the subject. “We have 4 global brands, Stella Artois, Hoegaarden, Leffe Blonde and Leffe Brun. We contribute much of the success in Stella Artois to the great partnership we have with Fosters Australia. Hoegaarden, the most successful specialty International beer in Australia, and our Leffe’s have also drawn success from the creative below the line support from places like the Belgian Beer Café’s. It has created a unique position and relevance in the beer market and we are very pleased with their progress.” 359

A new beer on the market from the InBev-Foster’s team is Star Opraman and Brahma. Star Opraman, a Czech pilsner style was introduced in last month’s Bar & Clubs and would be described as a softer lager style than the famous Pilsner Urquell. The Czech Republic drinks 150 litres per capita compared to us Aussies who down a respectable 85 litres per person so they should know a thing or two about brewing great beer. According to Mr Prendergast “ Star Opramen is not overpowering, a mild bitter but still containing a high 20’s BU (bittering units) which should please a wide range of educated lager drinkers.”

Another Czech beer worth mentioning is Zatec (pronounced ‘Jkatets’). Brewed since 1004 in the Saaz hop region of northwest Czech Republic, Zatec contains no additives or artificial carbonation, with a lovely aroma and well balanced Moravian malt flavour and regional hop bitterness. Still brewed and bottled at the original brewery, the lagered maturation is given over 45 days to achieve perfection. Zatec was awarded ‘Best Beer’ by visitors at the Sydney International Beer Festival (June 2006) held at Bungalow 8. The Melbourne market has embraced Zatec, and in just six months Zatec is now available in over 60 bars and clubs in NSW and Victoria.

Carlsberg has been brewing in Copenhagen since 1847 and remains a popular favorite around the world. Its light hoppiness compliments a dry malty mouthfeel, with a sweet malty finish. Carlgerg’s slogan on the side of a building in Copenhagen’s city hall says it all “Probably the best beer in town”. If Carlsberg Lager is noted for its light refreshing nature, then their Elephant Malt Liquor would be infamous for its unexpected stampede on your brain. Carlsberg Elephant is named for the life-size carved granite elephant that flank the breweries arched entryway. Golden-hued it starts off with a crisp floral character followed by a malty, yeasty aroma. Strong wheat like presence takes over and remains in the background Carlsberg Elephant is technically described as a German styled bock, or strong beer based on the high alcohol level, golden colour, with a sweet malt barley flavour. The smoothness of this delicious drop implies extended lagering for maturation.

Brewing transplanted from the Austrian Alps wasn’t introduced until the nineteenth century. It took the youth and fashionable Italians of the 1960’s to re-launch beer into modern times. Wine was their parents and the peasant to drink; they wanted English-styled pubs and Bavarian Beer halls. Market leader Peroni’s main brand Nastro Azzuro is the ‘Blue Ribbon Italian Pilsner’ which includes 20% corn maize to sweeten the brew and then hopped with Saaz to spice it up. At 5.3% A/V Nastro Azzurro is quite a refreshing well balanced lager for its sweetness.

Before we close, a word on Kronenborg 1664, France’s No. 1 selling beer, No. 2 in the UK, and on fire here in Oz. Dating back more than 300 years, Kronenbourg 1664 is a unique blend of aromatic hops from Alsace with a beautiful bouquet and rich well bodied flavour that is hard to resist. Kronenbourg 1664 hit the TV screens with two acclaimed ads based on 1664 being a good year for beer but not much else. The ‘Composer’ and ‘Sculptor’ demonstrate that both professionals featured were driven to distraction through their desire for a pint of Kronenbourg 1664 and subsequently didn’t complete their work. Hopefully that won’t happen to our acclaimed artists.

Tiger beer has also experienced phenomenal value growth (66% off a relatively small base) to June 2006 when compared to a year ago. Sponsored Chinese New Year activity in 2006.

Brahma was first brewed in Brazil in 1888 and remains one of the most popular beers in Brazil to this day. It’s characterised by a slightly fruity character (including tropical fruit such as papaya), distinctive hop aroma with a low bitterness, good body and no aftertaste. The curved bottle design was inspired by the laid back Ginga attitude of the Brazilians and an exotic tropical landscape. The Brahman team are confident that the youthful Australians will embrace the excitement and colour of the Brazilian culture in their beer.