International Beers

According to ACNielsen’s Scantrack, “Last Year’s trend of ‘premiumisation’ has continued. The Australian off premise packaged beer category commands the largest of off premise sales with a 39% percent share. The majority of packaged beer growth is being driven by premium beer (growth of 11.8%), in particular premium imported/international beer (growth of 19.1%).

From my own market research, discounting by major bottle shop chains has been effective but that doesn’t account for even the lower disposable income housing districts also showing significant growth, and specialised beer shops doing a whopping big business with no signs of slowing down. Plus, any respectable up-market club or neighbourhood bar needs a staple internationally recognised premium lager to meet their client’s needs. The new beer unisex elite are now driven by flavour and aroma to an ever discerning Aussie drinker, with the more delicate palates chasing less bitterness and a clean well-rounded taste.

According to the Beer Importers, traditional English brown ale Old Speckled Hen has demonstrated impressive sales figures on tap and in the shops. First brewed in Abington, Oxfordshire to commemorate the 50th anniversary of the MG car factory, the name is derived from the term “owd speckled un” used to describe an old MG used at the factory as a run around covered with various flecks of paint. A rich golden amber ale with warming red tones, Old Speckled Hen is fruity on the nose with rich malty undertones, toffee like flavour with good back bitterness at the back of the gob. The finish is sweet without being cloying and a good dry finish.

Lion Nathan’s flagship brands of Beck’s and Heineken have savoured success with around 20% value growth outstripping the international premium segment in 2006 when compared with a year ago. The success of Beck’s is based on a few important factors, including an emphasis on being a German ‘spitzen Pilsner von Welt’ or ‘world class premium pilsners’, and the inclusion of Hallertau hops of Bavaria, considered by some to be the finest pils hops in the world. The use of these hops may cause a few raised eyebrows due to the lightness in colour and put to question its strength and character, but after a swallow or two you will experience a clean crisp taste with plenty of back bitterness and a full rich flavour.

Talk about beer from Holland and the word Heineken isn’t far behind. G.A. Heineken was so appalled at the depravity and drunkenness caused by gin drinking that he swore to his mother that he would brew for the people if she bought the Haystack Brewery for him. Now enjoyed in over 170 countries, Heineken's global success has been built on a passion for quality, a dedication to innovation and a respect for the world it lives in. Heineken lager contains no additives or preservatives, and only the purest natural ingredients are used in the six week brewing process. And thanks to three generations of the Heineken family, the Heineken lager enjoyed all over the world today is still brewed to the original recipe, perfected in Holland in 1873.

Another great Dutch beer Grolsch is the only fully imported beer here in Oz. Grolsch has been producing superb beers since the early 1600’s when Master brewer Peter Cuper established the brewery in his hometown Grolle (now Groenlo) in Gelderland. Considered a small independent brewery until recent times, Grolsch products have been synonymous with three major factors: extended lagering and fermentation, unpasturised beers, and that infamous swing-stoppered bottle. The swing top dates back to 1897, when other Dutch breweries started phasing them out claiming they were too expensive for mass production. A seemingly useless appendage for modern drinking habits, it provides a distinctive novelty factor and instant recognition for all Grolsch products. Grolsch Premium is a fresh hoppy pilsner style lager with plenty of Herschbruger and Hallbrtauer hops for aromatics and Yakima and Golden Nugget hops for bitterness. All natural and triple cold filtered, the lager is well balanced with rich malty yeasty sweetness and a subtle bitter finish. The extended lagering provides that distinctive European flavour and classic golden colour.

The image of drunken Vikings marauding the countryside is as much a part of Scandinavia as the land itself. They brewed a barley based beer they called aul and handed down the method of top fermenting ales to all of Europe. And similar to Holland, the beers are dominated by two breweries, Carlsberg and Tuborg. Carlsberg has been brewing in Copenhagen since 1847 and remains a popular favorite around the world. Its light hoppiness compliments a dry malty mouth feel, 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”.

InBev continues exceptional 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. 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.”

A new member of the InBev-Foster’s team is Star Opraman. Star Opraman, a Czech pilsner style 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.”

Pilsner Urquell is the flagship of the Czech brewing industry, and has been since 1842.Urquell means “original source” in German, the official language of Bohemia, once part of the Austrian empire. And as it says on the bottle, Pilsner Urquell is the original pilsner from the Pilsen, the birthplace of the pilsner lager style. Adding to its mystique, the beer introduced the now famous conical pilsner style glass when the world was switching over from stoneware and pewter tankards. Pilsner Urquell is golden in colour with a rich, well-compacted creamy head. The flavour and aroma profile is driven by the use of Saaz hops, which provide a floral, spicy aroma and adequate back bitterness without going over the top. Equally important in its structure is the renowned Moravian barley malt, which provides a malty softness and overall balance to the beer.

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.

French lager 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, The use of locally grown Alsace hop strisselspalt known as ‘the caviar of hops’ creates a flavour profile of a beer that’s more bitter than sweet with a distinctive tangy citrus taste at mid-palate. Kronenbourg 1664 was launched in the UK in 1952 to mark the Queen’s accession to the throne. According to Gary Hastings, Fosters Australia’s Group Marketing Manager International Beers,”Kronenourg's volume has had excellent growth in both draught & pack formats. Kronenbourg 1664 has strong loyalty and commitment from the 25 - 35 year old males and females in the "Beer Appreciator" or "Beer as Badge" consumer segments, who appreciate the beer's credentials, taste profile and heritage. Many of these consumers have trialled the brand overseas and have positive memories and compared to other international beers. Kronenbourg's highest volume is from inner city "progressive" bars and hotels. To drive carton volume further this year, Kronenbourg will support customers this year through increased promotional frequency, on-premise promotions and a greater in store /merchandising presence.”
Well travelled, socially aware,well educated, unisex group in trendy spots or at home at dinner parties.