The choices for which bar to drink at is endless, so what do we look for? First and foremost for me is the beer, of which I demand the best selection from around the world and the consistency of service to entice me to have another. I demand the same hospitality and talent behind the bar no matter what time of the day or night. I require a menu with choice and flair, but not so far as to impede on my drinking environment. My demands require a special type of place of which the Belgian Beer Café can meet my needs in most capital cities in Australia.
Top priority for mind in a drinking establishment is conversation, not a combative environment against poker machine bells and whistles or loud brain hammering music. By the very nature of the beast, Belgian Beer Café’s draw patrons from all walks of life and tourists from around the world who have one thing in common, great beer. Most have an outdoor area to enjoy the seasonal nature of beer appreciation whilst enjoying the local sites and sounds.
With over 200 Belgian Beer Cafes worldwide, brewing giant Interbrew knows all about providing the ultimate Belgian beer drinking experience. Here the local white collared corporate urban cowboys are rife, and cosmopolitan sheik is the go according to Owner George Christopoulos at the Belgian Beer Café Bluestone in Melbourne. “Authenticity of the concept/décor is vital to our success, plus having the largest brewery in the world Interbrew providing us with their great selection of beers makes for a unique quality environment.” All the fittings, including a confessional box and marble bar tops, have been brought over from Belgium. The décor highlights the halcyon days of the 1950’s in Europe with old soccer photos on the walls along with kitschy musical instruments. They even imported four Belgian painters to create that “lived-in look”. But beer is why we come here, and indeed, the array of beers on tap is exceptional including:
Hoegaarden Witbier- renowned as “the best of the white ales”, Hoegaarden was first brewed in 1445 in the village of the same name using locally grown wheat. A light refreshing beer that works well for female and younger palates and as an ‘early opener beer for us old crusty beer veterans. The cloudy appearance comes from a secondary fermentation in the bottle or keg. Hints of coriander and Curacao provide a fruity, slightly spicy flavour with little to no back palate bitterness.
Leffe Blond- Belgium’s original abbey beer was founded in 1152 by monks following strict instructions from special recipes. By the 1800’s abbey beers began to be brewed off-premise but still obeyed the brewing traditions which included the extended fermentation to produce this exceptional 6.6% A/V ale. A sunny, golden yellow colour with light fruity, sweet aroma, Leffe Blond is full-bodied, yet not to heavy on the palate. It exhibits a well-rounded delicate malt sweetness that’s complimented by the slightly sour special yeast.
Leffe Dark- An exceptional dark ale almost black robe in appearance, sweetened with brown sugar with a slight bitterness from the roasted barley, which provides the coffee and chocolate flavour profile. It’s silky smooth with full bodied flavour, and hints of fruity sweetness. A natural dessert beer that works well with the Belgian waffles on offer.
Stella Artois- The world’s best selling Belgian beer enjoyed around the world in 80 countries since 1926. Originally brewed as a special Christmas beer (note the star on the coaster or bottle) using traditional malted barley plus noble hops for flavour. Stella Artois has a bright crystal clear pale gold appearance and a delicate hop aroma that requires pouring into a glass to truly appreciate. The pilsener lager has a pleasing hop flavour leaving the palate with a combination of grainy malt flavour, moderate hop bitterness and a slight citric sourness in the finish. Overall a clean bright satisfying beer that’s ideal for summer days.
Bottled beers also available in-house don’t let the side down as well. The Belgian Beer Café’s along with Interbrew have on offer a number of unusual fruit-based ales in Belle-Vue Kriek (cherry), and Belle-Vue Framboise (raspberry), plus the great trappist ales of Chimay and Duvel. The traditional method of serving Belgian beer is employed with every glass. They cut off the head of the beer with a spatula to get rid of the larger bubbles insuring that only the mousse is left at the top.
Afterwards, they immerse the glass in cold water to remove the film residue before presentation. What better way to enjoy these luscious beers than supping on genuine Belgian style menu items? All mains come with chips and mayonnaise, but to get you in the Belgian mood, why not order Mussels cooked in Hoegaarden. Witbier. Flemish beef stews, cheese croquettes, and Belgian waffles are on offer as well as Belgian sausages.
Saturday, November 17, 2007
Thursday, May 17, 2007
AIBA Beer Awards 07 in Reflection
There was much shrugging of shoulders and scratching of heads to the finish of the 2007 Australian International Beer Awards. The most controversial decision was the Premier’s Trophy for the Best Victorian Beer awarded to InBev’s Belgian European Style Lager Stella Artois, brewed at the Fosters brewing complex in Melbourne suburb Abbotsford. No dispersion should be levelled on this superb judging panel. My admiration for this year’s assessors is steadfast, truly world class, with special mention to Chief Judge Peter Manders who was not in attendance due to a heart attack that had him laid up, god speed from all of us Peter. So for those who wish to cast criticism of the decision; I have two words “Grow Up!”
Before I offer my opinion, let me congratulate Grand Champion Weihenstephan Kristall a fantastic traditional Bavarian styled hefeweizen wheat beer with an aromatic clove and vanilla like flavour. If there was any surprise it was that a wheat beer won after the five year rein of the big rich dark hoppy beers. But back to my backhander remark, I offer three reasons for supporting the Stella decision. First, for those few misguided purists, the days of leading international beer brands being brewed in their homeland are over. Economic realities require their product to be closer to their beer purchasing public in a cut throat industry. Secondly, we pride ourselves on being the second largest international beer judging event, so the odds are better than good that a non-Australian tagged beer entry will win the ultimate prize. And finally, please correct me if I’m wrong but the old saying among brewers that ‘the best lager is a fresh lager’ still applies. You can’t have a beer on a boat and expect it to taste as clean and crisp if it’s been on a boat over the Indian Ocean for a while.
As a proud Victorian, my biggest disappointment with the event was the sad fact that on a gloriously sunny autumn day, there was no beer festival for the public to enjoy the ‘beer bounty’ that hit our shores from all over the word. Watermelon wheat beers from San Francisco, Dunkels from Deutschland and New Zealand, cherry ales from Belgium and porters from Russia just to mention a few. The strong support of craft brewers from America with no less than 19 breweries entered as part of a group from the Craft Brewers Association brought many unusual beer styles to try while our Australian brewers offered equally exciting beer entries. But in a state that prides itself on international events there was no state reception for incoming brewing executives from the international brewing community, and there was no after event festivities for the Melbournians to be educated and entertained by the world ob beer.
The awards for Australian small brewer were also a non-Victorian whitewash. Congratulations to Champion Small International Brewery winner Colonial Brewing Company from the Margaret River, Western Australian. According to Head Brewer Dean McLeod, “West Australia seems to have a better craft beer culture with amazing support from the public.” Hard to fault his statement with the Feral Brewery taking out Champion Specialty Beer for their Belgian styled Feral White and Champion Ale going to Little Creatures for their American styled Pale Ale. Cheers also go to Canberra based Wig & Pen Brewery & Tavern’s Champion Reduced Alcohol winner Mr. Natural and last year’s Grand Champion Sydney based Redoak for their winning Champion Porter – Redoak Old Baltic Porter.
Before I offer my opinion, let me congratulate Grand Champion Weihenstephan Kristall a fantastic traditional Bavarian styled hefeweizen wheat beer with an aromatic clove and vanilla like flavour. If there was any surprise it was that a wheat beer won after the five year rein of the big rich dark hoppy beers. But back to my backhander remark, I offer three reasons for supporting the Stella decision. First, for those few misguided purists, the days of leading international beer brands being brewed in their homeland are over. Economic realities require their product to be closer to their beer purchasing public in a cut throat industry. Secondly, we pride ourselves on being the second largest international beer judging event, so the odds are better than good that a non-Australian tagged beer entry will win the ultimate prize. And finally, please correct me if I’m wrong but the old saying among brewers that ‘the best lager is a fresh lager’ still applies. You can’t have a beer on a boat and expect it to taste as clean and crisp if it’s been on a boat over the Indian Ocean for a while.
As a proud Victorian, my biggest disappointment with the event was the sad fact that on a gloriously sunny autumn day, there was no beer festival for the public to enjoy the ‘beer bounty’ that hit our shores from all over the word. Watermelon wheat beers from San Francisco, Dunkels from Deutschland and New Zealand, cherry ales from Belgium and porters from Russia just to mention a few. The strong support of craft brewers from America with no less than 19 breweries entered as part of a group from the Craft Brewers Association brought many unusual beer styles to try while our Australian brewers offered equally exciting beer entries. But in a state that prides itself on international events there was no state reception for incoming brewing executives from the international brewing community, and there was no after event festivities for the Melbournians to be educated and entertained by the world ob beer.
The awards for Australian small brewer were also a non-Victorian whitewash. Congratulations to Champion Small International Brewery winner Colonial Brewing Company from the Margaret River, Western Australian. According to Head Brewer Dean McLeod, “West Australia seems to have a better craft beer culture with amazing support from the public.” Hard to fault his statement with the Feral Brewery taking out Champion Specialty Beer for their Belgian styled Feral White and Champion Ale going to Little Creatures for their American styled Pale Ale. Cheers also go to Canberra based Wig & Pen Brewery & Tavern’s Champion Reduced Alcohol winner Mr. Natural and last year’s Grand Champion Sydney based Redoak for their winning Champion Porter – Redoak Old Baltic Porter.
Tuesday, April 17, 2007
Beer Advertising
A brewer once remarked to me the difference between premium and regular beer saying, “It’s fantastic to make top shelf beers but, it’s the regular beer that pays the bills.” So how do the big breweries step up against a raging premium and international beer dominated market? Through advertising, but not as we have known it.
Today’s beer campaigns are ranged for the 19-29 year olds with attitude, little time in their schedules, who demonstrate an upbeat enthusiastic view of the world around them. Gone are the archaic Vaudevillian slapstick humour bits in exchange for innovative, quirky, entertaining, sensual and humoruous - don’t forget the humour.
It was eleven years ago that J. Boag & Son employed the radical genius of photographer Helmut Newton to create the first premium beer ad ‘Who is James Boag’ campaign. We have been seduced by the lady in black, first on the couch scene then over the balcony to the latest erotic fantasy with the lady on the car bonnet. According to Anthea Pritchard, marketing manager at J. Boag & Son we will see all the ads this year, “The feedback to the ads is that they are timeless and people want to see them again. The intrigue and mystery have stayed true and interesting to all ages. Some people felt the ads vilified women, but Helmut Newton is controversial. The fact is that women have beauty that men ogle about; but women have the power over the situation. There is no question about who has the power is in these shots.”
The Carlton Draught ‘Big Ad’ represents the most significant change in Australian beer advertising in a decade. Now, when a mate tells you to switch on the screen to catch the latest ad, they probably are referring to the computer, not the television. Three million viewers is an impressive number by anybody’s standards, especially when you consider that the campaign began as an email stream among Foster’s Australia employees. Within 24 hours of viral life, the ad had been viewed 162,000 times, and was eventually seen in 132 countries. According to Matt Keen, general manager regular beer, Fosters Australia, “We have been blown away by the response from consumers and how far and wide it’s been enjoyed around the world”.
The epical nature was the brainchild of Animal Logic, the special effects masters who gained fame from working on films ‘The Matrix’ and ‘Moulin Rouge’ .They transformed a cast of 300 to thousands in collaboration with director of photography Andrew Lesnie, Academy Award winner in 2002 for ‘Best Cinematography’ for ‘Fellowship of the Ring’. Since the ad was launched, the sales figures have shown a healthy twelve per cent volume increase MAT Dec ’05 and a massive 41 per cent growth in New South Wales according to Felicity Watson, communications manager regular beer, Foster’s Australia.
Lion Nathan worked with advertising agency Saatchi & Saatchi to develop the ‘For the Love of Beer’ campaign. Launched in February this year, it’s a Monty Pythonesque view of catapulting objects at the heavenly gods to the catchy tune of ‘The Great Escape’. Saatchi & Saatchi executive creative director, David Nobay, commented, “In some ways, the concept behind ‘Catapult’ is completely insane, and yet the idea of wanting it to rain beer is also entirely plausible. When your lips are parched and the sun is up, a great beer certainly feels like a gift from the gods. Tooheys New has just brought the dream to life for all to enjoy.”
Supporting this concept is Paul Foster, managing director mainstream beer, Lion Nathan Australia. “Our target audience is young Australians but it’s important that all ages enjoy the experience. We want to put mainstream beer on a pedestal and champion its cause. We want people from all walks of life to join in the celebration, to capture the moment of ‘raining beer’”. Catapult was first launched off the back of unbranded outdoor activity in some of Australia’s most iconic locations and was first ‘previewed’ via the web medium on Valentine’s Day but quickly launched into pay TV, free-to-air and cinema. According to Foster, “The internet is only another way to reach our customers. TV, cinema and outdoor advertising all play a crucial role as well.”
No doubt multi-media strategies are important tools to get the word out about a new beer, but television continues to be the yardstick to measure successful ad campaigns.
Advertisements such as Tooheys 'Bath Bomb'(2003), 'Bean Bomb'(2004) and 'What Mates Do', not to mention the Toohey’s Extra Dry 'Tongue'(2003) ad have changed the face of beer advertising forever. Many of the changes came from International beers such as the dark humour of the Guinness “I like to watch’ ads, and the Heineken Beer Moments campaign featuring ‘Quando’(2002), Jennifer Aniston ‘top shelf’(2003 and ‘Blind Date’(2003)Ads such as these have lifted the image of beer from the more 1980s and 1990s images of beer being a boys only, thirst quencher for working class blokes or men of the land, to a beverage that appeals to women and men alike. Using humour, these ads cleverly avoided sexist or condescending messages and instead, appealed to both real-life and fantasy scenarios that took the perception of beer into a new dimension
Another innovative stroke of genius this year in the battle for brand beer supremacy has been the VB ‘Boony Doll’. The Talking Boony figurine houses an audio chip loaded with the special comments and a timer that was synchronised with the VB Series (based on Eastern Standard Time). This special figurine was programmed to ‘sleep’ (to preserve power) until the start of the VB Series and then wake up for each of the matches broadcast on Channel 9 and respond to audio triggers transmitted through the TV. Over 200,000 figurines have been sitting close to TVs in homes across the country. The demand has been so high that after promotional stocks were exhausted, Talking Boonies were fetching up to $50 on e-Bay. Talking Boony has special code words (which were also being posted on the Boonanza website) for the twelve in-telecast prize draws. Prizes up for grabs included specially signed and framed Boonanza merchandise and a trip to the second VB Series final in Sydney for a winner and three mates.
So successful has the Boonanza Campaign been that it has led to Foster’s Australia announcing a new sponsorship deal with Cricket Australia, designed to showcase its premium multi-beverage portfolio across all levels of the game. Who says that TV ads can’t change the world.
Today’s beer campaigns are ranged for the 19-29 year olds with attitude, little time in their schedules, who demonstrate an upbeat enthusiastic view of the world around them. Gone are the archaic Vaudevillian slapstick humour bits in exchange for innovative, quirky, entertaining, sensual and humoruous - don’t forget the humour.
It was eleven years ago that J. Boag & Son employed the radical genius of photographer Helmut Newton to create the first premium beer ad ‘Who is James Boag’ campaign. We have been seduced by the lady in black, first on the couch scene then over the balcony to the latest erotic fantasy with the lady on the car bonnet. According to Anthea Pritchard, marketing manager at J. Boag & Son we will see all the ads this year, “The feedback to the ads is that they are timeless and people want to see them again. The intrigue and mystery have stayed true and interesting to all ages. Some people felt the ads vilified women, but Helmut Newton is controversial. The fact is that women have beauty that men ogle about; but women have the power over the situation. There is no question about who has the power is in these shots.”
The Carlton Draught ‘Big Ad’ represents the most significant change in Australian beer advertising in a decade. Now, when a mate tells you to switch on the screen to catch the latest ad, they probably are referring to the computer, not the television. Three million viewers is an impressive number by anybody’s standards, especially when you consider that the campaign began as an email stream among Foster’s Australia employees. Within 24 hours of viral life, the ad had been viewed 162,000 times, and was eventually seen in 132 countries. According to Matt Keen, general manager regular beer, Fosters Australia, “We have been blown away by the response from consumers and how far and wide it’s been enjoyed around the world”.
The epical nature was the brainchild of Animal Logic, the special effects masters who gained fame from working on films ‘The Matrix’ and ‘Moulin Rouge’ .They transformed a cast of 300 to thousands in collaboration with director of photography Andrew Lesnie, Academy Award winner in 2002 for ‘Best Cinematography’ for ‘Fellowship of the Ring’. Since the ad was launched, the sales figures have shown a healthy twelve per cent volume increase MAT Dec ’05 and a massive 41 per cent growth in New South Wales according to Felicity Watson, communications manager regular beer, Foster’s Australia.
Lion Nathan worked with advertising agency Saatchi & Saatchi to develop the ‘For the Love of Beer’ campaign. Launched in February this year, it’s a Monty Pythonesque view of catapulting objects at the heavenly gods to the catchy tune of ‘The Great Escape’. Saatchi & Saatchi executive creative director, David Nobay, commented, “In some ways, the concept behind ‘Catapult’ is completely insane, and yet the idea of wanting it to rain beer is also entirely plausible. When your lips are parched and the sun is up, a great beer certainly feels like a gift from the gods. Tooheys New has just brought the dream to life for all to enjoy.”
Supporting this concept is Paul Foster, managing director mainstream beer, Lion Nathan Australia. “Our target audience is young Australians but it’s important that all ages enjoy the experience. We want to put mainstream beer on a pedestal and champion its cause. We want people from all walks of life to join in the celebration, to capture the moment of ‘raining beer’”. Catapult was first launched off the back of unbranded outdoor activity in some of Australia’s most iconic locations and was first ‘previewed’ via the web medium on Valentine’s Day but quickly launched into pay TV, free-to-air and cinema. According to Foster, “The internet is only another way to reach our customers. TV, cinema and outdoor advertising all play a crucial role as well.”
No doubt multi-media strategies are important tools to get the word out about a new beer, but television continues to be the yardstick to measure successful ad campaigns.
Advertisements such as Tooheys 'Bath Bomb'(2003), 'Bean Bomb'(2004) and 'What Mates Do', not to mention the Toohey’s Extra Dry 'Tongue'(2003) ad have changed the face of beer advertising forever. Many of the changes came from International beers such as the dark humour of the Guinness “I like to watch’ ads, and the Heineken Beer Moments campaign featuring ‘Quando’(2002), Jennifer Aniston ‘top shelf’(2003 and ‘Blind Date’(2003)Ads such as these have lifted the image of beer from the more 1980s and 1990s images of beer being a boys only, thirst quencher for working class blokes or men of the land, to a beverage that appeals to women and men alike. Using humour, these ads cleverly avoided sexist or condescending messages and instead, appealed to both real-life and fantasy scenarios that took the perception of beer into a new dimension
Another innovative stroke of genius this year in the battle for brand beer supremacy has been the VB ‘Boony Doll’. The Talking Boony figurine houses an audio chip loaded with the special comments and a timer that was synchronised with the VB Series (based on Eastern Standard Time). This special figurine was programmed to ‘sleep’ (to preserve power) until the start of the VB Series and then wake up for each of the matches broadcast on Channel 9 and respond to audio triggers transmitted through the TV. Over 200,000 figurines have been sitting close to TVs in homes across the country. The demand has been so high that after promotional stocks were exhausted, Talking Boonies were fetching up to $50 on e-Bay. Talking Boony has special code words (which were also being posted on the Boonanza website) for the twelve in-telecast prize draws. Prizes up for grabs included specially signed and framed Boonanza merchandise and a trip to the second VB Series final in Sydney for a winner and three mates.
So successful has the Boonanza Campaign been that it has led to Foster’s Australia announcing a new sponsorship deal with Cricket Australia, designed to showcase its premium multi-beverage portfolio across all levels of the game. Who says that TV ads can’t change the world.
Saturday, March 17, 2007
Tax Ale
Perhaps protest is out of style and we have become blasé about the bi-annual slug of excise tax, or maybe we feel overpowered by escalating taxation on the ‘easy targets’ of beer, petrol and smokes. Add on gambling revenue from pubs and clubs and you have a government who knows where the cash cows graze and how to milk them.
It shouldn’t come as any real surprise however; the first beer tax goes back to the Saladin tithe introduced by Henry II in 1188 to raise money for the Crusades. Governments since their very existence have used two main tools to intervene between the citizen and his schooner; taxation and licensing. The humble tavern and their beloved ales have subsequently been taxed in every way imaginable. The malt was taxed, the liquor was taxed, the hops were taxed and once the hydrometer was created they taxed the specific gravity of the blessed drop. All under the justification that taxes are helping us and our health. The fact is that attempts to control demand for alcohol by piling on taxes have created a powerful source of revenue that’s as difficult to give up as the products they are trying to wean us off
So who are the biggest losers to this habitual form of taxation known as the GST? It’s certainly not been the wine industry who was granted a ‘privileged class status’ known as the Wine Equalisation Tax (WET). The logic to this exception to the new rule in 2000 was to provide assistance for struggling new small wineries. WET wineries are on an ad valorem tax (it is a value or priced based) and take little account for alcohol content as with beer and spirits plus the first million dollars of sales are tax free. Compare this to a small brewery as we did with Marcus Cox at 3 Ravens Brewery in Melbourne who provided a simple example” So here's how excise works at the moment for full strength beers. Example: the traditional Aussie beer of 4.65% alcohol by volume the first 1.15% is tax free - nice work government.
Calculation for excise is then based on the remaining 3.5% we assume the beer is going into bottle - different rate for kegs 1 litre of pure alcohol incurs a tax of $36.98 - new Feb. rate. .Say we have 100 litres of beer, we can work out the excise payable 100 lt @ 3.5% contains 3.5 litres of pure alcohol. 3.5 (litres of pure alcohol) x 36.98 (the excise rate) = $129.43. So on 100 litres of 4.65% beer, $129.43 is due in tax. Each case of beer is approximately 8 litres, so each case of beer is up for $10.35 tax. With wholesale at about $50, that's a huge component.”
But according to Cameron Hines from the Mountain Goat Brewery, things could be on the mend. “Australia has some fantastic microbreweries producing very high quality, all natural ales and lagers. While the industry has exploded around the world, gaining up to 9% of their respective domestic markets, microbrewing in Aus has remained tiny (microbrewed beer currently accounts for under 0.5 of a percent in the Australian market).
The things that makes microbreweries different from large breweries: Micro's use very expensive, traditional ingredients of the highest quality Micro's are very labour intensive, lacking large automated machinery Micro's don't have economies of scale when it comes to purchasing raw materials.
For these reasons microbreweries around the world are offered reduced excise rates - often reductions of between 30 - 90 % compared to what the big operators pay. This enables microbrewery movements to flourish, creating fantastic regional tourism, and skilled employment and export opportunities.
What we're proposing is similar deal as the wineries have received. We are asking that all Australian breweries receive a refund on the excise paid on their first million dollars of sales annually. This would mean a benefit of approx $100,000 to $200,000 P/A too many small breweries and this would make all the difference and promote strong growth in the sector. The UK, Canada, United States, New Zealand all has thriving microbrewery movements. With the right excise scheme in place the same will happen here.
I am the president of VAMI (Victorian Association of Microbrewers Inc.) and we went to Canberra in June last year. Catherine King Member for Ballarat and Fran Bailey (Minister for Small Business. and Tourism) kindly set up 11 meetings for us and then we held a microbrew tasting in Parliament House at the end of the day. We generally got a good response and have since been organising some economic modelling to take back to Treasury.”
This input and data was backed up by Chuck Hahn, Brewmaster for the Malt Shovel Brewery when he ‘put his small brewer hat on’, “The US craft market showed 7.9% growth last year, or a total of 4% of their entire beer market. They can make more unusual beers because they aren’t taxed on the alcohol, but by volume. This allows for the creation of big, bold, yummy 10 % A/V beers. For the average 5.0% A/V beers, the US pays one tenth the amount of tax as us. As the alcohol rises you really get hit, my Australian Strong Ale requires $4 more excise per case.”
Managing Director of Grand Ridge Brewery Eric Walters gets the last dig in the tax issue because they produce Australia’s highest alcohol beers Moonshine 8.5% A/V and Supershine 11.5%, therefore the most effected by the present taxation system. “There is no parity between small brewers and small wine makers which is unfortunate considering our international fame for the love of great beer. I’ve been operating for 16 years and have seen many small breweries come and go. It’s sad that all efforts to build an industry have received no support or recognition by the federal government. Small brewers are passionate and want to contribute but are unable to run a viable small business especially in regional areas. The present system is unworkable due to the fact that excise taxes are due within seven days but breweries must allow their customers 60-90 days credit, this means the debt grows all the time. I have to pay $30.00 in tax for my Supershine, that’s the same as a slab from the big boys. But if I got rid of Supershine I’d have a riot on my hands from the people who love and adore the big malty taste of a fine crafted scotch ale. If small breweries were provided a parity WET tax, I guarantee immediate increase and employment in the industry around the country.”
It shouldn’t come as any real surprise however; the first beer tax goes back to the Saladin tithe introduced by Henry II in 1188 to raise money for the Crusades. Governments since their very existence have used two main tools to intervene between the citizen and his schooner; taxation and licensing. The humble tavern and their beloved ales have subsequently been taxed in every way imaginable. The malt was taxed, the liquor was taxed, the hops were taxed and once the hydrometer was created they taxed the specific gravity of the blessed drop. All under the justification that taxes are helping us and our health. The fact is that attempts to control demand for alcohol by piling on taxes have created a powerful source of revenue that’s as difficult to give up as the products they are trying to wean us off
So who are the biggest losers to this habitual form of taxation known as the GST? It’s certainly not been the wine industry who was granted a ‘privileged class status’ known as the Wine Equalisation Tax (WET). The logic to this exception to the new rule in 2000 was to provide assistance for struggling new small wineries. WET wineries are on an ad valorem tax (it is a value or priced based) and take little account for alcohol content as with beer and spirits plus the first million dollars of sales are tax free. Compare this to a small brewery as we did with Marcus Cox at 3 Ravens Brewery in Melbourne who provided a simple example” So here's how excise works at the moment for full strength beers. Example: the traditional Aussie beer of 4.65% alcohol by volume the first 1.15% is tax free - nice work government.
Calculation for excise is then based on the remaining 3.5% we assume the beer is going into bottle - different rate for kegs 1 litre of pure alcohol incurs a tax of $36.98 - new Feb. rate. .Say we have 100 litres of beer, we can work out the excise payable 100 lt @ 3.5% contains 3.5 litres of pure alcohol. 3.5 (litres of pure alcohol) x 36.98 (the excise rate) = $129.43. So on 100 litres of 4.65% beer, $129.43 is due in tax. Each case of beer is approximately 8 litres, so each case of beer is up for $10.35 tax. With wholesale at about $50, that's a huge component.”
But according to Cameron Hines from the Mountain Goat Brewery, things could be on the mend. “Australia has some fantastic microbreweries producing very high quality, all natural ales and lagers. While the industry has exploded around the world, gaining up to 9% of their respective domestic markets, microbrewing in Aus has remained tiny (microbrewed beer currently accounts for under 0.5 of a percent in the Australian market).
The things that makes microbreweries different from large breweries: Micro's use very expensive, traditional ingredients of the highest quality Micro's are very labour intensive, lacking large automated machinery Micro's don't have economies of scale when it comes to purchasing raw materials.
For these reasons microbreweries around the world are offered reduced excise rates - often reductions of between 30 - 90 % compared to what the big operators pay. This enables microbrewery movements to flourish, creating fantastic regional tourism, and skilled employment and export opportunities.
What we're proposing is similar deal as the wineries have received. We are asking that all Australian breweries receive a refund on the excise paid on their first million dollars of sales annually. This would mean a benefit of approx $100,000 to $200,000 P/A too many small breweries and this would make all the difference and promote strong growth in the sector. The UK, Canada, United States, New Zealand all has thriving microbrewery movements. With the right excise scheme in place the same will happen here.
I am the president of VAMI (Victorian Association of Microbrewers Inc.) and we went to Canberra in June last year. Catherine King Member for Ballarat and Fran Bailey (Minister for Small Business. and Tourism) kindly set up 11 meetings for us and then we held a microbrew tasting in Parliament House at the end of the day. We generally got a good response and have since been organising some economic modelling to take back to Treasury.”
This input and data was backed up by Chuck Hahn, Brewmaster for the Malt Shovel Brewery when he ‘put his small brewer hat on’, “The US craft market showed 7.9% growth last year, or a total of 4% of their entire beer market. They can make more unusual beers because they aren’t taxed on the alcohol, but by volume. This allows for the creation of big, bold, yummy 10 % A/V beers. For the average 5.0% A/V beers, the US pays one tenth the amount of tax as us. As the alcohol rises you really get hit, my Australian Strong Ale requires $4 more excise per case.”
Managing Director of Grand Ridge Brewery Eric Walters gets the last dig in the tax issue because they produce Australia’s highest alcohol beers Moonshine 8.5% A/V and Supershine 11.5%, therefore the most effected by the present taxation system. “There is no parity between small brewers and small wine makers which is unfortunate considering our international fame for the love of great beer. I’ve been operating for 16 years and have seen many small breweries come and go. It’s sad that all efforts to build an industry have received no support or recognition by the federal government. Small brewers are passionate and want to contribute but are unable to run a viable small business especially in regional areas. The present system is unworkable due to the fact that excise taxes are due within seven days but breweries must allow their customers 60-90 days credit, this means the debt grows all the time. I have to pay $30.00 in tax for my Supershine, that’s the same as a slab from the big boys. But if I got rid of Supershine I’d have a riot on my hands from the people who love and adore the big malty taste of a fine crafted scotch ale. If small breweries were provided a parity WET tax, I guarantee immediate increase and employment in the industry around the country.”
Saturday, February 17, 2007
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.
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.
The Smaller the Brewery, The Bigger the Package
According to Llewellyn Communications, there is a global shift to craft beers In the United States, for example, the craft beer industry has grown every year for the last 35 years, with 1368 craft breweries currently operating in the country [1]. In the first half of 2005 alone, the American craft beer industry grew 7.1% by volume. Nearly 7 million barrels of craft beer will be produced in the United States this year, with a total annual dollar volume of A$ 4.9billion. By comparison, the domestic large and traditional regional brewing industry in the United States actually declined by 2.6% during the first quarter of this year.
In Australia there is also a clear trend towards increased consumption of craft beers, although beer consumption overall has been declining. While there is only limited data available on the Australian craft beer industry, largely because there is no association which represents all craft brewers, there are 71 craft breweries [2] operating in the country, which are estimated to account for around 8% of the overall beer market in Australia[3]. The balance of Australia’s A$ 8.5 billion beer market[4] is owned by Australia’s two biggest liquor companies, Lion Nathan and Foster’s Group
For such a small percentage of the market, how do these small breweries draw the attention of the beer drinking public? The key word here is attraction and the success or failure of many small breweries rests on the ability to draw people who want more than just a beer. Here are a few examples of up market beer environments.
Oxford 152 is a classic example of a recipe for success. The ingredients are a run down pub (Balmoral Hotel) in a disadvantaged suburb of Brisbane, or any other major city for that matter, and add a renovation rescue of $ 3 million. What you become is part of a trendy ‘wharfie’ neighbourhood in the hip area on the south side of the river. The stylish restaurant does over a 1500 meals a week and their in house brewed beers have won over 30 major awards.
I asked Brew Master Brennan Fielding what his biggest challenges were in running a successful craft brewery. ”Each follow up brew has to be precise and true to style as the last and that policy is over all 12 beers we make. A well made lager doesn’t have to be bland. I brew twice a week to keep up with demand, as our tanks only hold 800 litres.” Here is their list;
Oxford Cloudy- A German hefe weizen with aromatic clove & citrus, balanced with a generous amount of wheat is unfiltered. ABV 5%
Oxford Premium- An aromatic European lager with pronounced malt aroma and balanced hop profile, light straw in colour leaving no bitter aftertaste. ABV 5.2%
Oxford 152 Full flavoured mid strength lager with a slight floral aroma & pleasant hop bitterness. refreshing and extremely thirst quenching.ABV3.5%
Oxford Pale Ale- a classic Northwest American Pale Ale boasting floral aromatics with hints of Lychee and Grapefruit. Unfiltered for maximum flavour. ABV 4.9%
Oxford Light- brewed with imported Czech hops and German yeast, oxford light is a full-bodied, double hopped lager thatis both light in alcohol and colour but not in flavour. ABV 2.9%
English Brown Porter Ale- the style originated during the 1800’s in London. Subtle chocolate notes and infused with ‘Toby’s Estate’ Colombian coffee blend to provide a mocha flavour. ABV 4.9
Oxford Black- a silky smooth stout with pleasant roasted malt flavours. English hops create the mild bitterness, and a blend of 10 malts makes for a complex but enjoyable blend. ABV 5.4%
The Mid-North Coast (NSW) now has its own local brewing company, following the launch of Murray’s Brewing Co. Its headquarters and onsite brewery have been established at the recently renamed “The Pub with No Beer Brewery”, located at Taylor’s Arm and established sine 1903. Owner Murray Howe, outlined his clear vision: “We’re going to create Australia’s leading craft brewing business, right here from Taylor’s Arm. We’ll be a market leader in terms of beer quality and flavour, as well as market leader as a tourism business via development of The Pub with No Beer hotel into a world-class Brewery. I’m proudly patriotic and want to promote pride in supporting Australian beverage and food producers and, I’m very passionate about my beer. The beer-loving public is increasingly demanding fresh, full flavoured, full aroma beer and are willing to pay for quality, and to try new experiences such as beer and food matching. And that’s what they’ll get when they try a Murray’s branded beer, and visit The Pub with No Beer Brewery. Murray’s strategy for growth is to first build a reputation for world class ales locally, and then take on the world. “We expect to launch a new beer approximately every quarter, and have bottled beer available from February. We will be working hard to get distribution for Murray’s-brand tap and bottled beers across the North Coast region. Key to the future success of Murray’s Brewing Co. is Head Brewer, Graeme Mahy, who relocated from New Zealand, and has more than 22 years’ home brewing experience including 15 years’ in commercial brewing
Sunrise Wheat Beer (4.5% abv)
A Belgian styled Wit beer, spiced with coriander and orange peel and a touch of nativeAustralian Yellow Bohoney. The citrus aroma is backed up in the mouth with coriander and orange peel tartness and a clean, smooth and refreshing finish.
Nirvana Pale Ale (4.5% abv)
Nirvana Pale Ale is a hybrid of an American Pale Ale and classic English Pale Ale style. brilliant golden colour, with a fresh citrusy/spicey aroma and flavour, balanced with biscuity/toffee flavours from the malt, with the bitterness supplied by generous quantities of New Zealand grown Cascade and Hallertau hops.
Swinging Arm Dark Ale (4.5% abv)
Made in the traditional Brown Porter style from selected roasted a deep ruby colour and creamy off-white coloured head, with an aroma of caramel and bittersweet chocolate
Two craft breweries have developed around popular wine growing areas and are making quite an impact in their districts. Potters Hotel & Brewery is a relaxing getaway, home to the HunterValley’s first microbrewery; the heritage listed ‘Brick Beehive Kilns of Nulkaba’; and Australia’s first Destination Spa. Located on 11 acres at the gateway to Hunter Valley Wine Country, Potters Hotel & Brewery was established in 2002. Valley Destination Spa offers the largest range of spa treatments in Australia. The elite Destination Spa is equipped with the latest technology, professional treatment beds, wet rooms and Spa. Every treatment room has its own climate control to ensure maximum guest comfort during spa therapy. The Spa is also proud to be launching an exclusive luxurious skincare range made from caviar. The boutique accommodation features variety of hotel, villa and spa suite options. While maintaining a sense of privacy, guests can enjoy the best of the outdoor and indoor extensive leisure facilities including; swimming pools, kids playground, lollie shop, day/night tennis, spa, massage room, billiards and historic kiln tours. Marketing Manager Daniela Fosci. “The Hunter Beer Company is our unique point of difference. Our boutique microbrewery is the Hunter’s first ever microbrewery. Our beers were Bronze Award Winners at the 2005 Australian International Beer Awards and our beers are brewed on site daily,” Potters Hotel & Brewery features an authentic German Bier Hall, a fine restaurant the Old Brickworks Brasserie – recently named the Lower Hunter’s Best Restaurant for 2005; and a lively beer rendezvous, the Potteries Lounge Bar.
After six long years in the development and planning stages, the first microbrewery ever on the Mornington Peninsula is now open. The Red Hill Brewery is unique, not only do they have their own brewery onsite, but they have also established their own hop yard where they grow all their own hops organically to use in their beers. Now in their fourth season, the Red Hill Brewery hops are a dramatic spectacle, growing over four metres high, and on full display to visitors to the brewery. It is the only brewery in Australia growing and using all their own hops and is also the only property on the Mornington Peninsula growing hops for brewing. Hops can only be grown within specific latitude, Red Hill is located right in the middle of this, and combined with the rich soil and higher rainfall, and they grow beautifully. Five different varieties are grown organically on site providing all the hops for the beers brewed at the brewery.
The Red Hill Brewery is producing three main ale styles, handcrafted to suit the palates of people who love the wine and food of the Peninsula. The flagship beer, the Golden Ale, is based on a German style Kolsch Ale. It is very pale and crisp light bodied ale, fruity with a refreshing tanginess. Scotch Ale is famously known as the “Burgundy of Scotland”, ripe, fruity ale which is a deep red colour and has a caramel sweetness. The caramel flavours often impart a smoky taste to the beer The Wheat Beer is in the famous South German (Barvarian) style. It is a highly aromatic beer with a banana like fruitiness in the palate and soft clove spiciness in the aroma.
From the moment you arrive, The Red Duck Brewery and Purrumbete Homestead instantly conveys the grace and grandeur of one of Australia's most impressive and historic private mansions. The size of the homestead means that you can always find somewhere welcoming or secluded. The Great Hall, the large dinning room, the Music Room, the sun room and the many wide verandahs are all for our guests exclusive use The sheltered waters of the lake offer opportunities for bird watching, or fishing for plump Purrumbete trout and salmon. Awarded Victoria's Best B&B/Guesthouse 2003* by Gourmet Traveller magazine.
According to owner and brewer Scott Morgan “Our micro-brewery is just a quack and waddle from Lake Purrumbete located in part of the old stables and coach house, which were originally constructed about 1870.
What about the beer?All natural ingredients, nothing artificial, nothing to get in the way of real flavours and aromas. We start with fresh rainwater; add malt, hops and yeast. Then we fret like a mother duck, until the beer turns out just right.
Red Duck Pale Ale is the beer for you. Highly aromatic and fruity, this beer is packed with hoppy, malty flavour, with just the right amount of bitterness on the finish. A clean, crisp beer that can be enjoyed any time
The Amber Ale is a more serious, complex beer, with caramel, tar, sarsaparilla, orange rind and toasty notes tantalising the taste buds. A very distinctive dark beer.
The Porter is the last in the line-up and without a doubt the best. The last time I tasted anything this good was in London. Dark and intense, the earthy/charcoal, molasses, orange marmalade and cola characters show both power and balance. The combination of creaminess and bitterness is perfect, as is the lingering finish.
> [1] Source: Brewers Association (United States), as of 1 December 2005.
> [2] Murray’s Brewing Co. research, October 2005.
> [3] Source: Business Review Weekly, 8 July 2004.
> [4] Source: Business Review Weekly, 19 February 2004.
> [5] Source: www.theinfoshop.com
In Australia there is also a clear trend towards increased consumption of craft beers, although beer consumption overall has been declining. While there is only limited data available on the Australian craft beer industry, largely because there is no association which represents all craft brewers, there are 71 craft breweries [2] operating in the country, which are estimated to account for around 8% of the overall beer market in Australia[3]. The balance of Australia’s A$ 8.5 billion beer market[4] is owned by Australia’s two biggest liquor companies, Lion Nathan and Foster’s Group
For such a small percentage of the market, how do these small breweries draw the attention of the beer drinking public? The key word here is attraction and the success or failure of many small breweries rests on the ability to draw people who want more than just a beer. Here are a few examples of up market beer environments.
Oxford 152 is a classic example of a recipe for success. The ingredients are a run down pub (Balmoral Hotel) in a disadvantaged suburb of Brisbane, or any other major city for that matter, and add a renovation rescue of $ 3 million. What you become is part of a trendy ‘wharfie’ neighbourhood in the hip area on the south side of the river. The stylish restaurant does over a 1500 meals a week and their in house brewed beers have won over 30 major awards.
I asked Brew Master Brennan Fielding what his biggest challenges were in running a successful craft brewery. ”Each follow up brew has to be precise and true to style as the last and that policy is over all 12 beers we make. A well made lager doesn’t have to be bland. I brew twice a week to keep up with demand, as our tanks only hold 800 litres.” Here is their list;
Oxford Cloudy- A German hefe weizen with aromatic clove & citrus, balanced with a generous amount of wheat is unfiltered. ABV 5%
Oxford Premium- An aromatic European lager with pronounced malt aroma and balanced hop profile, light straw in colour leaving no bitter aftertaste. ABV 5.2%
Oxford 152 Full flavoured mid strength lager with a slight floral aroma & pleasant hop bitterness. refreshing and extremely thirst quenching.ABV3.5%
Oxford Pale Ale- a classic Northwest American Pale Ale boasting floral aromatics with hints of Lychee and Grapefruit. Unfiltered for maximum flavour. ABV 4.9%
Oxford Light- brewed with imported Czech hops and German yeast, oxford light is a full-bodied, double hopped lager thatis both light in alcohol and colour but not in flavour. ABV 2.9%
English Brown Porter Ale- the style originated during the 1800’s in London. Subtle chocolate notes and infused with ‘Toby’s Estate’ Colombian coffee blend to provide a mocha flavour. ABV 4.9
Oxford Black- a silky smooth stout with pleasant roasted malt flavours. English hops create the mild bitterness, and a blend of 10 malts makes for a complex but enjoyable blend. ABV 5.4%
The Mid-North Coast (NSW) now has its own local brewing company, following the launch of Murray’s Brewing Co. Its headquarters and onsite brewery have been established at the recently renamed “The Pub with No Beer Brewery”, located at Taylor’s Arm and established sine 1903. Owner Murray Howe, outlined his clear vision: “We’re going to create Australia’s leading craft brewing business, right here from Taylor’s Arm. We’ll be a market leader in terms of beer quality and flavour, as well as market leader as a tourism business via development of The Pub with No Beer hotel into a world-class Brewery. I’m proudly patriotic and want to promote pride in supporting Australian beverage and food producers and, I’m very passionate about my beer. The beer-loving public is increasingly demanding fresh, full flavoured, full aroma beer and are willing to pay for quality, and to try new experiences such as beer and food matching. And that’s what they’ll get when they try a Murray’s branded beer, and visit The Pub with No Beer Brewery. Murray’s strategy for growth is to first build a reputation for world class ales locally, and then take on the world. “We expect to launch a new beer approximately every quarter, and have bottled beer available from February. We will be working hard to get distribution for Murray’s-brand tap and bottled beers across the North Coast region. Key to the future success of Murray’s Brewing Co. is Head Brewer, Graeme Mahy, who relocated from New Zealand, and has more than 22 years’ home brewing experience including 15 years’ in commercial brewing
Sunrise Wheat Beer (4.5% abv)
A Belgian styled Wit beer, spiced with coriander and orange peel and a touch of nativeAustralian Yellow Bohoney. The citrus aroma is backed up in the mouth with coriander and orange peel tartness and a clean, smooth and refreshing finish.
Nirvana Pale Ale (4.5% abv)
Nirvana Pale Ale is a hybrid of an American Pale Ale and classic English Pale Ale style. brilliant golden colour, with a fresh citrusy/spicey aroma and flavour, balanced with biscuity/toffee flavours from the malt, with the bitterness supplied by generous quantities of New Zealand grown Cascade and Hallertau hops.
Swinging Arm Dark Ale (4.5% abv)
Made in the traditional Brown Porter style from selected roasted a deep ruby colour and creamy off-white coloured head, with an aroma of caramel and bittersweet chocolate
Two craft breweries have developed around popular wine growing areas and are making quite an impact in their districts. Potters Hotel & Brewery is a relaxing getaway, home to the HunterValley’s first microbrewery; the heritage listed ‘Brick Beehive Kilns of Nulkaba’; and Australia’s first Destination Spa. Located on 11 acres at the gateway to Hunter Valley Wine Country, Potters Hotel & Brewery was established in 2002. Valley Destination Spa offers the largest range of spa treatments in Australia. The elite Destination Spa is equipped with the latest technology, professional treatment beds, wet rooms and Spa. Every treatment room has its own climate control to ensure maximum guest comfort during spa therapy. The Spa is also proud to be launching an exclusive luxurious skincare range made from caviar. The boutique accommodation features variety of hotel, villa and spa suite options. While maintaining a sense of privacy, guests can enjoy the best of the outdoor and indoor extensive leisure facilities including; swimming pools, kids playground, lollie shop, day/night tennis, spa, massage room, billiards and historic kiln tours. Marketing Manager Daniela Fosci. “The Hunter Beer Company is our unique point of difference. Our boutique microbrewery is the Hunter’s first ever microbrewery. Our beers were Bronze Award Winners at the 2005 Australian International Beer Awards and our beers are brewed on site daily,” Potters Hotel & Brewery features an authentic German Bier Hall, a fine restaurant the Old Brickworks Brasserie – recently named the Lower Hunter’s Best Restaurant for 2005; and a lively beer rendezvous, the Potteries Lounge Bar.
After six long years in the development and planning stages, the first microbrewery ever on the Mornington Peninsula is now open. The Red Hill Brewery is unique, not only do they have their own brewery onsite, but they have also established their own hop yard where they grow all their own hops organically to use in their beers. Now in their fourth season, the Red Hill Brewery hops are a dramatic spectacle, growing over four metres high, and on full display to visitors to the brewery. It is the only brewery in Australia growing and using all their own hops and is also the only property on the Mornington Peninsula growing hops for brewing. Hops can only be grown within specific latitude, Red Hill is located right in the middle of this, and combined with the rich soil and higher rainfall, and they grow beautifully. Five different varieties are grown organically on site providing all the hops for the beers brewed at the brewery.
The Red Hill Brewery is producing three main ale styles, handcrafted to suit the palates of people who love the wine and food of the Peninsula. The flagship beer, the Golden Ale, is based on a German style Kolsch Ale. It is very pale and crisp light bodied ale, fruity with a refreshing tanginess. Scotch Ale is famously known as the “Burgundy of Scotland”, ripe, fruity ale which is a deep red colour and has a caramel sweetness. The caramel flavours often impart a smoky taste to the beer The Wheat Beer is in the famous South German (Barvarian) style. It is a highly aromatic beer with a banana like fruitiness in the palate and soft clove spiciness in the aroma.
From the moment you arrive, The Red Duck Brewery and Purrumbete Homestead instantly conveys the grace and grandeur of one of Australia's most impressive and historic private mansions. The size of the homestead means that you can always find somewhere welcoming or secluded. The Great Hall, the large dinning room, the Music Room, the sun room and the many wide verandahs are all for our guests exclusive use The sheltered waters of the lake offer opportunities for bird watching, or fishing for plump Purrumbete trout and salmon. Awarded Victoria's Best B&B/Guesthouse 2003* by Gourmet Traveller magazine.
According to owner and brewer Scott Morgan “Our micro-brewery is just a quack and waddle from Lake Purrumbete located in part of the old stables and coach house, which were originally constructed about 1870.
What about the beer?All natural ingredients, nothing artificial, nothing to get in the way of real flavours and aromas. We start with fresh rainwater; add malt, hops and yeast. Then we fret like a mother duck, until the beer turns out just right.
Red Duck Pale Ale is the beer for you. Highly aromatic and fruity, this beer is packed with hoppy, malty flavour, with just the right amount of bitterness on the finish. A clean, crisp beer that can be enjoyed any time
The Amber Ale is a more serious, complex beer, with caramel, tar, sarsaparilla, orange rind and toasty notes tantalising the taste buds. A very distinctive dark beer.
The Porter is the last in the line-up and without a doubt the best. The last time I tasted anything this good was in London. Dark and intense, the earthy/charcoal, molasses, orange marmalade and cola characters show both power and balance. The combination of creaminess and bitterness is perfect, as is the lingering finish.
> [1] Source: Brewers Association (United States), as of 1 December 2005.
> [2] Murray’s Brewing Co. research, October 2005.
> [3] Source: Business Review Weekly, 8 July 2004.
> [4] Source: Business Review Weekly, 19 February 2004.
> [5] Source: www.theinfoshop.com
Wednesday, January 17, 2007
The Mid Kid Grows Up
We continue our expose of Australian craft breweries from last issue (Dec.’06 Honing the Craft) by looking at the middle level sized breweries. The pub breweries and micro’s, as a rule, brew less than half a million litres per year, so we’ll concentrate on breweries making more than that, but less then 80 million litres per year.
To provide a mental picture of this group of breweries, think of the ‘middle child syndrome’ in a family hierarchy. Any mum or dad knows what I’m talking about. The youngest (micro and pub breweries) complain that ‘mid kid’ get all the attention and advantages while they struggle for the scraps, whilst the oldest (big breweries) whinge that they don’t carry their weight and always have to help them with the chores around the place. In other words, the middle level breweries are in a ‘no win’ situation. The small guys are quick to mention the help the mids get from their relationships with the big breweries, while the bigs are less than impressed with their sales figures and incessant requests for increased advertising, marketing, and distribution. Like I said, they’re damned if they do and damn if they don’t.
The business plan for craft breweries worldwide is to create core brands plus limited release/seasonal beers to spice up their portfolio. The first task is to get your products ranged in the market and build the core brand to allow for expansion. It is paramount that once a craft brewery has established public interest in their product, that they are able to meet the demand. Many a small brewery has been doomed by this simple business practice, and the principle is the most significant factor for an alliance with a big brewery. With this in mind, let’s look at the leading lights in this category
Starting with the up and comers, Managing Director of Gage Roads Brewing Co. Peter Nolan began his passion for craft brewing from humble beginnings at the Sail & Anchor pub brewery in Fremantle, West Australia. “I was hired as a casual bartender with the opportunity to assist in the brewery. Within six months I was the technical brewer, taking over as head brewer eighteen months later. While running the brewery with colleague Bill Hoedemaker, we increased the capacity, doubled the range and took what was viewed purely as a marketing tool and turned it into a profitable division of the company. When I left the Sail to set up Gage Roads in 2002, my partner and I were the most highly awarded craft brewing team in the country.” Gage Roads Brewing Co opened in December of 2003, and over the next eighteen months, I coordinated the search for a location and suitable brewing equipment, developed our corporate logo and product branding, and hired key personnel for operations, marketing and sales. Our first brand launched on draught in June 2005.
Their current brewing capacity is 2 million litres per annum, scalable to 5 million with a brew length in their 40 hectolitre brewery at 4,000 litres per batch. GRB recently increased the capacity of the brewery by installing two more quadruple fermenters (160 hectolitres each) and a dual purpose fermenter/bright beer tank (160 hectolitres) and upgraded three lagering tanks from doubles to quadruples (80 hectolitres to 160 hectolitres). All three bottled products, their Pure Malt Lager , midstrength PILS and the IPA are distributed nationally by Hardy Wine Company and are available in most good bottle shops with a fast growing presence in on-premise outlets
According to Nolan “This is going to be a big year for Gage Roads. Last year we focused on commissioning the brewery, launching our flagship range and establishing our distribution in WA. The foundations have now been laid to support national distribution and we’re excited by the reception the brand has had in the east coast markets. In 2007 the focus will be on raising awareness nationally of the Gage Roads philosophy of producing all natural, world class Australian beer. One of the exciting things for us is to be out there competing on a national scale with the mega-brewers and international brands as a dynamic independent Australian craft brewery. When Bill and I set up Gage Roads our goal was to launch a range of all natural craft brewed beers brewed to a world class standard and make them available in restaurants and bottle shops nationwide. It is great to be part of that dream becoming a reality. The growth of pub brewing around the country will fuel the trend towards better beer by educating the public and Gage Roads will be waiting for these new customers in the bottle shop.
The Bluetongue Brewery in Newcastle, NSW began their journey at the popular local pub brewery (Queens Wharf Brewery) and created a local following for their unusual Ginger Beer. Moving off premise, their continued development is quite impressive. Their brewing capacity has increased to 6 million litres per year and currently churning out about 110,000 liters a week consisting of tap and pack, a breakdown of approx 500 kegs a week and 10000 cartons. Bluetongue are about to take back the distribution off Tyrrell Wines and take it into there own hands as of April 1. They will start off with a sales force on the Eastern Seaboard with reps based in NSW, QLD and VIC. Bluetongue is currently available on tap in 160 venues within Sydney and the Hunter region.
On Christmas Eve 2005, Bluetongue took on advertising guru John Singleton and merchant banker Mark Carnegie as a 50% shareholder, and as a result, a few major highlights have occurred. They signed a deal with the Outback Steakhouse chains in America, where we have been earmarked for 454 nationwide. Bluetongue Draught, alongside with Toomey’s New, have been selected as the two Australian beers to be served on tap. Bluetongue Traditional Pilsener in packaged form has also been included in the new range for Outback Steakhouses. It has been confirmed that they would like all 800+ stores to stock both Bluetongue products by January 01, 2007. Bluetongue also engineered two major publicity events in 2006. The first Singleton extravaganza was sponsoring The Sea Shepherd in an Anti Whaling Campaign, where a $1 from every carton goes towards the Sea Shepherd and Bond Blonde was launched by Paris Hilton on New Years day. Exposure was achieved in every media form nationally, and a TV commercial for Bondi Blonde will be released later this year. They are also expanding their sponsorship portfolio to include a 5 year sponsorship deal with the Newcastle Knights, Bluetongue Central Coast Stadium, and Beer supplier for Wyong Racetrack, Kristie Newton female golfer, and the Jack Newton Celebrity Golf Classic.
New product lines to compliment the core brands of pilsener and ginger beer include the afore mentioned Bondi Blonde, a low carb preservative free lager at 5.4% ABV, Hunter Draught, a 375ml brown bottle, mainstream draught beer, and Hunter Old, a 375 ml bottled black beer.
Two of the major ‘movers and shakers’ in the middleweight division are Matilda Bay and Malt Shovel breweries. Both enjoy a close association with major breweries, but employ very different approaches towards ranging their unusual products.
Matilda Bay was established in Fremantle WA in 1984, and over two decades has continued to push the boundaries of craft brewing to create new beers that challenge the Australian drinker while continuing to produce to the highest quality core range beers, Redback Original, Beez Neez, Rooftop Red Lager, and Bohemian Pilsener. Their ‘beer lab’, called “the garage’ is located in Melbourne where Malt, Hops and Water Guy’ Brad Rogers conjures up their range of ‘out there beers.
Last year, Matilda Bay released two outstanding examples of craft brewing; Barking Duck and Crema. Barking Duck is based on the saison style beers from Belgium; otherwise know as farmhouse ales, while Crema was a world first, a coffee flavoured beer, brewed using organic Australian beans. The early success of Barking Duck, including being judged third in the world at the 2006 World Beer Cup in the US has meant it will be re-released for a limited time on tap at selected venues across Australia from the 1st of February, and for the first time the beer will also be available in pack from bottle shops in 750ml bottles.
The recently released Redback Cristal is designed to appeal to a broad spectrum of drinkers, including those that are just starting their craft beer journey. “Cristal is an excellent introduction to craft beer and wheat beer in particular. The fresh, easy drinking style will appeal to people who perhaps haven’t tasted wheat beers before, and it’s a seriously refreshing style for summer” said Brad. Redback Cristal is also the first Australian craft beer to appear in a clear glass bottle, a look that is designed to “let the wheat shine through.”
This isn’t the only ground-breaking packaging idea that Matilda Bay has introduced – late 2006 saw their Bohemian Pilsner enter the market as a longneck 640ml ‘dinner serve’ bottle created for people to share between friends or take out to dinner at a restaurant
The Malt Shovel Brewery was founded by pioneer Brewmaster Chuck Hahn in September 1998 at Camperdown, Sydney, in tribute to James Squire, Australia’s first brewer. Its flagship James Squire Original Amber Ale was followed by Pilsener, Porter and India Pale Ale. Following the successful launch of James Squire Limited Release Golden Ale in summer 2004, Malt Shovel has permanently added the beer to its core range of craft brews. James Squire Golden Ale’s distinctive golden/orange colour is achieved by adding a touch of Carapils, a good proportion (30%) of wheat malt ensures a well measured tart finish that is rounded out with amarillo hops (22BU’s). James Squire brewers targeted 4.5% ABV to take the edge off it and create something a little more approachable, especially for the warmer months
In addition to the core James Squire range, limited release beers are brewed each year in summer and winter. Their method of experimentation is to facilitate styles created at their James Squire Brewhouses in Sydney and Melbourne. Last years Rum Rebellion Porter proved a big success. Utilising the rum barrel aging process, the innovative Malt Shovel brewers created a very distinctive flavour profile of ‘earthy vanilla undertone of oak with residual rum flavour.
This year craft beer enthusiasts can look forward to the re-release of their distinctive Hop Thief, a secret selection of hops providing a passionfruit tang. Hop Thief provides a backdrop malty smoothness to ‘cushion’ the impact of two American hop varieties never tasted in Australia before.
Tasmanian rivals J.Boag & Son and Cascade complete our list at the upper level. J. Boag & Sons Brewery has been around for over 125 years, yet only seriously available outside of Tasmania for the last 12 years since the launch of James Boag’s Premium Lager. The Brewer has developed a reputation for brewing premium quality lagers and currently produces around 50,000,000 litres of beer, giving it 2.5% of the Australian beer market. Boag’s experienced some strong growth in ‘06, spear-headed by its newer national brands, Boag’s Draught which grew at 25% and Boag’s St George which grew at 42%.The state break-up of Boag’s Sales is Tasmania –34%, Victoria – 22%, NSW – 20%, QLD – 12%, WA – 8%, and SA – 4%
The Brewer has big plans to more than double their current brewery capacity with the addition of a new brewhouse in the next couple of years. Director of Sales & Marketing, Lyndon Adams said, “We believe there is no better place on Earth than Tasmania to produce premium quality beers. The purity of the ingredients produced in this State, particularly the water certainly gives us an advantage over Europe, Asia, and America and even we think the rest of Australia.”
“Our aim over the next few years is to consolidate our reputation in Australia, grow our volume through our increased portfolio range and extend our brand reputation into new export markets, in particular North America. We have recently sent a container of recyclable kegs full of Boag’s Draught across to the US. This is a trial for us, using this relatively new technology, but if it proves successful, it will certainly open up markets for us that we’ve previously not been able to economically provide our keg product to. James Boag’s Premium is also finding some strong success in the U.S., now being widely distributed across most states.”
Plans for 2007 include a new advertising campaign for James Boag’s Premium which will be launched in May. The new ad is a continuation of the “Who is James Boag?” series. A new viral, radio and outdoor campaigns for Boag’s St George will be progressively released throughout the year, all still featuring the theme of gallantry
Unfortunately, due to the expansion of the brewery, the seasonal Honey porter will not be released in ’07,but there are some surprises on the horizon. The rumour is that Boag’s will be putting a competitor into the growing low carbohydrate category. Whilst low in carbohydrates, Boag’s will put their signature on the flavour of this new brand, which should be in the market in the first half of this year. Boag’s also have a new ale planned to be launched mid year. This beer may be a limited release outside of Tasmania. It is a traditional English ale, brewed with East Kent Goldings hops and will be a strong showcase for the skills of the Boag’s brewing team
More than just a brewery, Cascade Brewery Co has been integral to Tasmania’s community since founded in 1824 by Mr Peter Degraves, and endures today as a rich part of Australia’s history. His Cascade Brewery was renowned in the 1800s throughout the Australian colonies, and continues to thrive as Australia’s oldest brewery.
“The history of the Cascade Brewery Co is something we are immensely proud of and we’re happy to be honouring Peter Degraves for his vision over 180 years ago,” said Dominic Baker, General Manager, Cascade Brewery Co. Degraves fostered a legacy, built from his commitment to consistency, purity and quality, and Cascade continues his passion today. Cascade Premium Lager and Cascade Premium Light showcase the perfection of fine Tasmanian ingredients when handled by expert brewers.
Cascade Pale Ale, Australia’s oldest continually brewed beer, and Cascade Special Stout have also been iconic beers since first brewed in the 1850’s. These beers, unchanged, now form part of a permanent range dedicated to Peter Degraves. The collection groups together Pale Ale, Stout and newcomers Amber Ale and Blonde Lager which pay tribute to Cascade’s highly successful seasonal beer favourites that are now permanently available. Each beer has its own unique story, inspired by the characters that have been a part of Cascade’s colourful and rich past.
Our brewers still love to experiment with the freshest local ingredients available and the successful seasonal format will continue. Cascade will continue crafting small batch brews at different times of the year, known as Cascade Limited Releases. Cascade First Harvest, which has delighted beer lovers since first brewed in 2002, will naturally be a part of this range. The 2007 Cascade First Harvest will include the following hops: Explorer (for bitterness at the start of boil), Leggett (for flavour 60 min into boil) and Galaxy (for aroma 5min before end of boil). Explorer and Leggett are new research hops and we will be using virtually the entire crop, and along with Galaxy they were developed by the late Grey Leggett. We will include a commemoration to brewer Mr Leggett who sadly passed away last year. The style of brew will be the same as previous.
To provide a mental picture of this group of breweries, think of the ‘middle child syndrome’ in a family hierarchy. Any mum or dad knows what I’m talking about. The youngest (micro and pub breweries) complain that ‘mid kid’ get all the attention and advantages while they struggle for the scraps, whilst the oldest (big breweries) whinge that they don’t carry their weight and always have to help them with the chores around the place. In other words, the middle level breweries are in a ‘no win’ situation. The small guys are quick to mention the help the mids get from their relationships with the big breweries, while the bigs are less than impressed with their sales figures and incessant requests for increased advertising, marketing, and distribution. Like I said, they’re damned if they do and damn if they don’t.
The business plan for craft breweries worldwide is to create core brands plus limited release/seasonal beers to spice up their portfolio. The first task is to get your products ranged in the market and build the core brand to allow for expansion. It is paramount that once a craft brewery has established public interest in their product, that they are able to meet the demand. Many a small brewery has been doomed by this simple business practice, and the principle is the most significant factor for an alliance with a big brewery. With this in mind, let’s look at the leading lights in this category
Starting with the up and comers, Managing Director of Gage Roads Brewing Co. Peter Nolan began his passion for craft brewing from humble beginnings at the Sail & Anchor pub brewery in Fremantle, West Australia. “I was hired as a casual bartender with the opportunity to assist in the brewery. Within six months I was the technical brewer, taking over as head brewer eighteen months later. While running the brewery with colleague Bill Hoedemaker, we increased the capacity, doubled the range and took what was viewed purely as a marketing tool and turned it into a profitable division of the company. When I left the Sail to set up Gage Roads in 2002, my partner and I were the most highly awarded craft brewing team in the country.” Gage Roads Brewing Co opened in December of 2003, and over the next eighteen months, I coordinated the search for a location and suitable brewing equipment, developed our corporate logo and product branding, and hired key personnel for operations, marketing and sales. Our first brand launched on draught in June 2005.
Their current brewing capacity is 2 million litres per annum, scalable to 5 million with a brew length in their 40 hectolitre brewery at 4,000 litres per batch. GRB recently increased the capacity of the brewery by installing two more quadruple fermenters (160 hectolitres each) and a dual purpose fermenter/bright beer tank (160 hectolitres) and upgraded three lagering tanks from doubles to quadruples (80 hectolitres to 160 hectolitres). All three bottled products, their Pure Malt Lager , midstrength PILS and the IPA are distributed nationally by Hardy Wine Company and are available in most good bottle shops with a fast growing presence in on-premise outlets
According to Nolan “This is going to be a big year for Gage Roads. Last year we focused on commissioning the brewery, launching our flagship range and establishing our distribution in WA. The foundations have now been laid to support national distribution and we’re excited by the reception the brand has had in the east coast markets. In 2007 the focus will be on raising awareness nationally of the Gage Roads philosophy of producing all natural, world class Australian beer. One of the exciting things for us is to be out there competing on a national scale with the mega-brewers and international brands as a dynamic independent Australian craft brewery. When Bill and I set up Gage Roads our goal was to launch a range of all natural craft brewed beers brewed to a world class standard and make them available in restaurants and bottle shops nationwide. It is great to be part of that dream becoming a reality. The growth of pub brewing around the country will fuel the trend towards better beer by educating the public and Gage Roads will be waiting for these new customers in the bottle shop.
The Bluetongue Brewery in Newcastle, NSW began their journey at the popular local pub brewery (Queens Wharf Brewery) and created a local following for their unusual Ginger Beer. Moving off premise, their continued development is quite impressive. Their brewing capacity has increased to 6 million litres per year and currently churning out about 110,000 liters a week consisting of tap and pack, a breakdown of approx 500 kegs a week and 10000 cartons. Bluetongue are about to take back the distribution off Tyrrell Wines and take it into there own hands as of April 1. They will start off with a sales force on the Eastern Seaboard with reps based in NSW, QLD and VIC. Bluetongue is currently available on tap in 160 venues within Sydney and the Hunter region.
On Christmas Eve 2005, Bluetongue took on advertising guru John Singleton and merchant banker Mark Carnegie as a 50% shareholder, and as a result, a few major highlights have occurred. They signed a deal with the Outback Steakhouse chains in America, where we have been earmarked for 454 nationwide. Bluetongue Draught, alongside with Toomey’s New, have been selected as the two Australian beers to be served on tap. Bluetongue Traditional Pilsener in packaged form has also been included in the new range for Outback Steakhouses. It has been confirmed that they would like all 800+ stores to stock both Bluetongue products by January 01, 2007. Bluetongue also engineered two major publicity events in 2006. The first Singleton extravaganza was sponsoring The Sea Shepherd in an Anti Whaling Campaign, where a $1 from every carton goes towards the Sea Shepherd and Bond Blonde was launched by Paris Hilton on New Years day. Exposure was achieved in every media form nationally, and a TV commercial for Bondi Blonde will be released later this year. They are also expanding their sponsorship portfolio to include a 5 year sponsorship deal with the Newcastle Knights, Bluetongue Central Coast Stadium, and Beer supplier for Wyong Racetrack, Kristie Newton female golfer, and the Jack Newton Celebrity Golf Classic.
New product lines to compliment the core brands of pilsener and ginger beer include the afore mentioned Bondi Blonde, a low carb preservative free lager at 5.4% ABV, Hunter Draught, a 375ml brown bottle, mainstream draught beer, and Hunter Old, a 375 ml bottled black beer.
Two of the major ‘movers and shakers’ in the middleweight division are Matilda Bay and Malt Shovel breweries. Both enjoy a close association with major breweries, but employ very different approaches towards ranging their unusual products.
Matilda Bay was established in Fremantle WA in 1984, and over two decades has continued to push the boundaries of craft brewing to create new beers that challenge the Australian drinker while continuing to produce to the highest quality core range beers, Redback Original, Beez Neez, Rooftop Red Lager, and Bohemian Pilsener. Their ‘beer lab’, called “the garage’ is located in Melbourne where Malt, Hops and Water Guy’ Brad Rogers conjures up their range of ‘out there beers.
Last year, Matilda Bay released two outstanding examples of craft brewing; Barking Duck and Crema. Barking Duck is based on the saison style beers from Belgium; otherwise know as farmhouse ales, while Crema was a world first, a coffee flavoured beer, brewed using organic Australian beans. The early success of Barking Duck, including being judged third in the world at the 2006 World Beer Cup in the US has meant it will be re-released for a limited time on tap at selected venues across Australia from the 1st of February, and for the first time the beer will also be available in pack from bottle shops in 750ml bottles.
The recently released Redback Cristal is designed to appeal to a broad spectrum of drinkers, including those that are just starting their craft beer journey. “Cristal is an excellent introduction to craft beer and wheat beer in particular. The fresh, easy drinking style will appeal to people who perhaps haven’t tasted wheat beers before, and it’s a seriously refreshing style for summer” said Brad. Redback Cristal is also the first Australian craft beer to appear in a clear glass bottle, a look that is designed to “let the wheat shine through.”
This isn’t the only ground-breaking packaging idea that Matilda Bay has introduced – late 2006 saw their Bohemian Pilsner enter the market as a longneck 640ml ‘dinner serve’ bottle created for people to share between friends or take out to dinner at a restaurant
The Malt Shovel Brewery was founded by pioneer Brewmaster Chuck Hahn in September 1998 at Camperdown, Sydney, in tribute to James Squire, Australia’s first brewer. Its flagship James Squire Original Amber Ale was followed by Pilsener, Porter and India Pale Ale. Following the successful launch of James Squire Limited Release Golden Ale in summer 2004, Malt Shovel has permanently added the beer to its core range of craft brews. James Squire Golden Ale’s distinctive golden/orange colour is achieved by adding a touch of Carapils, a good proportion (30%) of wheat malt ensures a well measured tart finish that is rounded out with amarillo hops (22BU’s). James Squire brewers targeted 4.5% ABV to take the edge off it and create something a little more approachable, especially for the warmer months
In addition to the core James Squire range, limited release beers are brewed each year in summer and winter. Their method of experimentation is to facilitate styles created at their James Squire Brewhouses in Sydney and Melbourne. Last years Rum Rebellion Porter proved a big success. Utilising the rum barrel aging process, the innovative Malt Shovel brewers created a very distinctive flavour profile of ‘earthy vanilla undertone of oak with residual rum flavour.
This year craft beer enthusiasts can look forward to the re-release of their distinctive Hop Thief, a secret selection of hops providing a passionfruit tang. Hop Thief provides a backdrop malty smoothness to ‘cushion’ the impact of two American hop varieties never tasted in Australia before.
Tasmanian rivals J.Boag & Son and Cascade complete our list at the upper level. J. Boag & Sons Brewery has been around for over 125 years, yet only seriously available outside of Tasmania for the last 12 years since the launch of James Boag’s Premium Lager. The Brewer has developed a reputation for brewing premium quality lagers and currently produces around 50,000,000 litres of beer, giving it 2.5% of the Australian beer market. Boag’s experienced some strong growth in ‘06, spear-headed by its newer national brands, Boag’s Draught which grew at 25% and Boag’s St George which grew at 42%.The state break-up of Boag’s Sales is Tasmania –34%, Victoria – 22%, NSW – 20%, QLD – 12%, WA – 8%, and SA – 4%
The Brewer has big plans to more than double their current brewery capacity with the addition of a new brewhouse in the next couple of years. Director of Sales & Marketing, Lyndon Adams said, “We believe there is no better place on Earth than Tasmania to produce premium quality beers. The purity of the ingredients produced in this State, particularly the water certainly gives us an advantage over Europe, Asia, and America and even we think the rest of Australia.”
“Our aim over the next few years is to consolidate our reputation in Australia, grow our volume through our increased portfolio range and extend our brand reputation into new export markets, in particular North America. We have recently sent a container of recyclable kegs full of Boag’s Draught across to the US. This is a trial for us, using this relatively new technology, but if it proves successful, it will certainly open up markets for us that we’ve previously not been able to economically provide our keg product to. James Boag’s Premium is also finding some strong success in the U.S., now being widely distributed across most states.”
Plans for 2007 include a new advertising campaign for James Boag’s Premium which will be launched in May. The new ad is a continuation of the “Who is James Boag?” series. A new viral, radio and outdoor campaigns for Boag’s St George will be progressively released throughout the year, all still featuring the theme of gallantry
Unfortunately, due to the expansion of the brewery, the seasonal Honey porter will not be released in ’07,but there are some surprises on the horizon. The rumour is that Boag’s will be putting a competitor into the growing low carbohydrate category. Whilst low in carbohydrates, Boag’s will put their signature on the flavour of this new brand, which should be in the market in the first half of this year. Boag’s also have a new ale planned to be launched mid year. This beer may be a limited release outside of Tasmania. It is a traditional English ale, brewed with East Kent Goldings hops and will be a strong showcase for the skills of the Boag’s brewing team
More than just a brewery, Cascade Brewery Co has been integral to Tasmania’s community since founded in 1824 by Mr Peter Degraves, and endures today as a rich part of Australia’s history. His Cascade Brewery was renowned in the 1800s throughout the Australian colonies, and continues to thrive as Australia’s oldest brewery.
“The history of the Cascade Brewery Co is something we are immensely proud of and we’re happy to be honouring Peter Degraves for his vision over 180 years ago,” said Dominic Baker, General Manager, Cascade Brewery Co. Degraves fostered a legacy, built from his commitment to consistency, purity and quality, and Cascade continues his passion today. Cascade Premium Lager and Cascade Premium Light showcase the perfection of fine Tasmanian ingredients when handled by expert brewers.
Cascade Pale Ale, Australia’s oldest continually brewed beer, and Cascade Special Stout have also been iconic beers since first brewed in the 1850’s. These beers, unchanged, now form part of a permanent range dedicated to Peter Degraves. The collection groups together Pale Ale, Stout and newcomers Amber Ale and Blonde Lager which pay tribute to Cascade’s highly successful seasonal beer favourites that are now permanently available. Each beer has its own unique story, inspired by the characters that have been a part of Cascade’s colourful and rich past.
Our brewers still love to experiment with the freshest local ingredients available and the successful seasonal format will continue. Cascade will continue crafting small batch brews at different times of the year, known as Cascade Limited Releases. Cascade First Harvest, which has delighted beer lovers since first brewed in 2002, will naturally be a part of this range. The 2007 Cascade First Harvest will include the following hops: Explorer (for bitterness at the start of boil), Leggett (for flavour 60 min into boil) and Galaxy (for aroma 5min before end of boil). Explorer and Leggett are new research hops and we will be using virtually the entire crop, and along with Galaxy they were developed by the late Grey Leggett. We will include a commemoration to brewer Mr Leggett who sadly passed away last year. The style of brew will be the same as previous.
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