The eyes of the world have been turned towards Asia recently, particularly China with the Olympics. Two things have impressed us most, their modernisation and a heritage of traditional values. This region has experienced dramatic change in the past few decades and no better exemplified than in their beer industry.
The two superpowers of the region China and Japan began brewing at the turn of the 20th century, with a constant clashing of tradition vs. modernisation. Chinese brewing history reads like a corporate business plan with international development (Germany), overseas acquisition (Japan), government supervision (Nationalist Govt.) and seizure (People’s Party of China) and finally privatisation including merger with other breweries to create Tsingtao Brewing.
But progress has come at a cost.Tsingtao Beer has long advertised as being "brewed with mineral water from the Laoshan Spring", renowned for the absolute purity of the water, contributing to its characteristic flavour; however, this now applies only to beer produced in Qingdao,. Originally, Tsingtao Beer was brewed in accordance with the German Purity Law of 1516 but after privatization the recipe changed, so that today Tsingtao beer, like many other beers made in China, contains a proportion of the less-expensive rice as an adjunct in the mash
China may have overtaken the US as the world's biggest beer market besides boasting the largest population on earth. Like most beer drinking nations, China’s consumption is particularly strong in urban areas among 25-45 year olds. Chinese consumers have a very strong affinity with domestic brands, which account for an estimated 96 per cent of all beer consumed, But fuelled by a recent boom in pubs and bars, premium beer is the fastest growing sector, increasing by 34 per cent in 2002 alone.
According to Peter Nixon, Business Manager Marketing for Dan Murphy’s, Asian beer consumption here in Australia follows similar tends. “We are seeing growth across the entire Asian beer category Chinese, Japanese and Indian alike. This is in line with all imported & premium beer growth. Melbourne and Sydney sales are highest followed by other capital cities with no real disproportion in line with population base. It’s the flavour and style profiles that appeal to the Australian palate and climate
Another player is Shanghai Lager that has adhered to traditional recipes of Shanghai China since 1936, produces a classic Asian lager brewed from rice. This develops the crystal clean palate and ultimate refreshment the Chinese relish in their beer. Pale straw in colour, Shanghai has a light and delicate in aroma, crisp and refreshing, with balanced bitterness and refreshing finish. The beer is a perfect companion to hot and spicy dishes, such as Szechuan, as the beer will cleanse the palate after each bite.
The history of modern brewing in Japan dates back to1869 when the government set up a brewery on the Northern island of Hokkaido and a decade later were brewing Sapporo Lager. At one time there were several dozen breweries around Japan including the ‘big 4’ Sapporo, Japan, Osaka (Asahi Brewery), and Kirin. The fierce battle for market supremacy in the early 1900’s led to the Japan Brewing Company merging with Sapporo. After the war, the DaiNippon Beer Company divided into two companies Nippon/ Sapporo and Asahi. The three continue to battle worldwide to be ‘champion Japanese beer’.
If one aspect of brewing can be attributed to Japan it would have to be the ‘Dry’ lager style. To create this drying effect, the mash is brewed at a lower temperature to soak up every drop of residual sugars that become alcohol. The result desired requires an extraction process to get only the first liquid run- off from the sweet wort then a long slow fermentation.
Asahi Super Dry is Japan’s original, traditionally brewed, super dry beer. Rich in flavour it cuts to a clean, crisp edge. It has a delicate, yet rich, full-flavoured body and refreshing, dry aftertaste. Asahi is a super premium Japanese beer with unisex appeal and a distinctive smooth character that is easy to drink. Asahi’s volume share of the Asian beer market isn’t huge; however it is growing at a rapid pace. Ranked in the top 20 Premium Imports, it appeals to urban leading edge consumers. Victoria and New South Wales continue to be the two key Asahi markets constituting over 80% of total volume.
Sapporo Imported Original Draught Beer has a distinctive silver can exhibiting their high tech outlook to brewing. Using state of the art technology, including a ceramic filtration process, creates a smoother cleaner lager. The sculptured conical shaped steel can releases a golden maize coloured brew with very subtle grainy sweet aroma and taste with a well balanced malt flavour.
Kirin Ichiban, the only Asian beer to be brewed here in Australia at the Malt Shovel brewery in Sydney. Locally brewed in small batches under the supervision of an expert Japanese brewer assures freshness. The Kirin is an ancient mythical beast which foretells the coming of festive and joyful events. The word “ichiban” means “first” in Japan and Kirin uses a First Press Brewing Method where only the first liquid drawn from the mash is used followed by a long fermentation period. The use of noble saaz hops provide a floral aroma that’s complemented by a delicate fruity flavour. Full bodied with subtle sweetness and mild bittering notes, Kirin Ichiban is quickly gaining local support in trendy nightspots.
Indochina and the subcontinent have their own tale to tell but the theme scenario is the same as younger, hipper new moneyed beer drinkers have taken over the bar, club and beer garden scene. Like Australia, they want to be seen with a notable international branded stubby but consume the local brew with their mates.
Chang Beer(1995) brewery, in the district of Bang Ban, Ayutthaya Province, is the top-selling brand in Thailand winning over 60% of market share after a hard market fight with the previously biggest brand Singha. In 2006, the company's market share was 49% of the beer market with genuine brand recognition. The eye-catching green logo of 2 elephants facing one another is immediately recognisable to Thais and foreigners alike. The company also has outstanding distribution and the beer is readily available. In fact, Chang has become more popular than Singha in the Thai market for its low price. At the end of the day, it is the branding of Chang that makes up for a fantastic part of this remarkable appeal. Chang Beer's full bodied, smooth taste is truly expressive of the finest quality natural Ingredients. 5% A/V
Singha Lager (1933) continues to be popular for its light golden flavour. Their 3 brewery locations are based on quality water sources. The Boon Rawd Brewery water supply is pumped from wells deep underground, then activated carbon filtered, sand filtered and treated to meet Singha’s exacting standards. Quality grains and hops sourced from Europe and Australia create a yellow-gold in appearance, with a distinctly rich flavour. Singha Lager demonstrates strong hop characters and notes of lemons, flowers and cinnamon. The beer has a fresh and surprisingly biscuity malt character with a rather gentle nudge of Thai sweetness.
Malaysian beer giant, Tiger Beer is brewed by Asia Pacific Breweries, a joint venture between Heineken NV and Frasers & Neave. It’s obviously the major brand of the brewer and it was first brewed back in the early 1940s. The beer has managed to gain immense popularity throughout the Asian Continent, in particular South East Asia.
Tiger Beer is a dry-hopped beer with a rather rich taste. It’s ideal for a long drinking session. My very first reaction was it tasted a bit strong, but after a few large sips, my taste buds eventually got used to the friendly invasion of quality hops and the overly strong taste replaced with a nice and rich one, with a lasting bigger finish. In short, it’s a highly refreshing beer and goes nicely with food, particularly spicy and peppery dishes.
Last month, Australian wine and beer group Foster's exited the Asian brewing business with the US$225 million sale of its operations in Vietnam and India. The firm's Vietnam breweries and local brands will go to Asia Pacific Breweries for US$105 million, and its Indian business including the Foster's brand will be taken on by SABMiller for US$120 million. APB operates 27 breweries in 10 countries in the Asia-Pacific. The Indochina market, which includes Vietnam, Laos and Cambodia, has accounted for more than 40 per cent of its earnings in the past three years, the company said. Profit before interest and tax from this region increased by 20 per cent last year.
333 Premium Export Beer or Ba Ba Ba as the Vietnamese pronounce it is a popular rice lager sold around South East Asia and exported to France, the USA and Australia. The beer dates back to 1893 when they acquired the German Label "33” and during the 1970’s the extra 3 was added to its name. The beer is produced by Beer Saigon which doesn’t use a lot of the preservative chemicals used as a lot of the other Asian beers, making it much crisper and easer on the head the next morning. The beer has a 5.3 percent alcohol reading so it gives quiet a kick, especially in the hot Vietnamese sun.
On the sub continent, we viewed the Indian 20 x 20 Cricket and marvelled at their wealth and splendour everywhere you looked, a Kingfisher logo or billboard appeared. Kingfisher lager is a great beer and worthy of your indulgence. A nice golden amber colour with white creamy head, Kingfisher is well balanced malt character and good solid back bitterness. As with any Asian beer, serve it icy cold, sit back, and enjoy.
Another beer from India making an impact on the Aussie market is Taj Mahal Premium brewed by United Breweries in Bangalore. Taj Mahal (meaning the "best of buildings") is dedicated to the famous monument built in 1648. Taj Mahal Premium is a clear amber lager with a very delicate light hop flavour. The crisp hop bitter aftertaste makes this brew a perfect match with spicy foods.
And when is an Asian beer not an Asian beer, when it’s produced here in Australia. Lucky Beer is a highly distinctive concept with their unique ‘laughing Buddha’ bottle. An Asian influenced lager using only 100% Australian premium natural ingredients. Another unique trend is to offer Lucky Beer with a slice of ginger at the bar. They say that rubbing Buddha’s tummy brings you good luck, so why not get a bottle and see for yourself.
Saturday, May 17, 2008
Saturday, November 17, 2007
Belgian Beer Café
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.
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.
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
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