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Archive for the ‘beer marketing’ Category

There are vintage ads. And there are vintage spoof ads. The Dangerous Minds has an article about the advertising parodies of MAD Magazine. The publication was able to survive without any outside ads – meaning they were free to make parodies. The tobacco industry was often the target, but there were some breweries among the victims as well.

This one is from September 1956. More ads on Jasperdo‘s Flickr account.

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Mosaic Single Hop IPA

Single hop IPA from Kolonihagen

 

There are several companies who claim to be the first organic (økologisk) brewery in Norway. Reins Kloster in Rissa, an hour’s drive from Trondheim is probably the winner. Their beers have a growing distribution in restaurants, bars and shops in the region, check their web site for a list. Close behind is Kolonihagen in Oslo. They have sold beers in their cafes/restaurants since last summer, and they have now signed an agreement for supermarket sales. Kolonihagen is opening a new restaurant in Hamar in a few days, which will also feature a micro brewery. Their brewery is not set up yet, but they aim to have their own pilsener on tap.

There are two more making their first brews right now – Eiker ølfabrikk in Mjøndalen, near Drammen and Grim & Gryt in Hareid on the western coast.

This has not been a major trend in Norway so far. Our farming is small scale compared to the rest of Europe, and most consumers (myself included) feel that the food generally available in the shops is healthy enough.

But this is a niche market, and I think there is a potential here. And, if you insist on buying organic food, it makes more sense that it is produced regionally, or, at least, nationally and not sent halfway around the globe.

Barley field

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I got an invite to a beer launch in Oslo a few weeks ago, but I could not fit it in my schedule. I answered back that I’d be happy to try the beers anyway, and a week before Christmas I had two cans delivered at home.

The idea is simply to combine two Scandinavian brand names to get extra coverage for both. One of them has many decades of changing fortunes, the other a relative newcomer. Scandinavian Airlines used to be the pinnacle of sophistication ca 1963, while Mikkeller is a big worldwide hit ca 2015.

The airline asked the brewer to make two beers for the business class of their long distance flights. The result: Sky High Wit and Sky High Red Lager.

The beers are supposed to compensate for changes in how we experience food and drink on a plane. I cannot comment on that aspect, but I took the two cans along to our cabin in the mountains, 950 meters above sea level.

The wit is true to type, hazy yellow with a fluffy head. A refreshing beer with tones of citrus and flowers. Light body, easy to drink, should have a broad appeal.

The lager is more robust. It has a lovely deep red color and a beige head. A rich aroma with malt and spices. Full bodied, lots of flavor, including caramel, red currants and burned sugar. EVen if the flavor is a bit diminished in the air, there should be plenty left.

Very decent beers, I am not convinced that they should be reserved for the business class segment.

And if SAS were truly bold, they would throw out Carlsberg and ask Mikkeller to brew a house beer for all their flights.

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There might be some minor adjustments to the Norwegian ban on ads for alcoholic beverages. This means  that breweries and cider makers may give some very basic information about their products. There will be now advertising as such, in printed or online media. It is really tough for a new brewery to promote their products to establish a brand name on the regional or national level.

But we are, to the dismay of some regulators, not totally North Korea. We are allowed to watch some sports on television. And these sporting events have sponsors.

Some of these sports events are unsignificant outside the Nordic countries. (Come to think of it, I don’t think the Danes care, either). We’re taking variations over cross-country skiing here.

Funny that  the Veltins brewery is a major sponsor of skiing. Their beers are not for sale in Norway.

I’d say the chances are good for finding Veltins in Norwegian shops during 2015.

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One of the legends of the European craft beer scene is Mike Murphy. He is an American with a home brewing background, and with an impeccable resume from Italy and Denmark he arrived in Stavanger five years ago. Lervig was established in 2003, and started brewing in 2005. They were stumbling a bit the first few years, and Mike had some serious quality issues to tackle when he took over in 2010. You can read more about Mike’s career at the Die by the BEER blog.

I had not met Mike before, so when Cafe Sara had a Lervig tasting this week, I was very happy to attend. The place was not as packed as the last time I was there, meaning there was more interaction between the public and the stage.

Mike took along James Goulding, who also works at Lervig, particularly with their beer festival.

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James and Mike

 
Lervig was built with a capacity to brew lagers on a scale to compete with Carlsberg in the regional market, and with the current production of 1.5 million liters they can still grow for a long time. Two thirds of the 1.5 million liters is craft beer, the rest lager beers.

We had a sample of several of their beers, including a pleasant Sorachi Ace Lager, showing that single hop beers does not need to be limited to IPAs.

Given Mike’s background and good network, they collaborate with a number of breweries. My own favourite is one they have made with Magic Rock – Rustique. An IPA with Brett, aged in Chardonnay barrels.

During his days in Denmark, Mike brewed some beers from Mikkeller, and when Nøgne Ø needed all their capacity for their own beers, Lervig has taken over the brewing of the Beer Geek series of beers.

The aim for next year is to get a better national distribution in Norway, but they are also working on markets like the UK, Italy and Spain. Emerging markets like Estonia and Poland are also interesting, and if you’re lucky, you might even find Lervig beers in Thailand.

Lervig beers to look out for next year? A Lindheim/Mikkeller/Lervig Kriek with sour cherries from the Lindheim orchards. And a Lervig/ Evil Twin collaboration brewed with two very Norwegian ingredients. Frozen pizza and money. I kid you not. I think the brewery tap they are planning in Stavanger will be a place for pilgrimages in the years to come.

I have met the head brewers of the other top-tier Norwegian craft breweries before – nice to finally have a chat with Mike Murphy as well.

Next week it’s Anders Kissmeyer and Nøgne Ø at Cafe Sara/Verkstedet. Definitely the place to be in Oslo.

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I have looked into the crystal ball. I see 50 new Norwegian breweries in 2015.

There are around 120 active breweries in Norway today, I guess about 20 of them established during 2014. But things are not slowing down. My guess there will be 50 new breweries with a public licence to sell their beers in 2015.

 

I have gone through public records, newspaper clipping, Facebook pages etc. Here are 38 new breweries who are likely to start brewing in 2015, listed by county. As usual, they are scattered around the country, most of them starting up as very small scale brewpub ventures. I welcome all corrections to the list, and hope there is a fair number of omissions, too..

 

Some of these have a local licence to sell beer in-house only, others have a national permit and may sell their beers through shops, bars and restaurants. Note that there are a few destilleries starting up, too, they are not included, neither are cider makers. Nedre Foss Gård in Oslo will , as far as I know, have both a brewery and a distillery.

 

Daglighallen Mikrobryggeri in Trondheim. Already open!

Akershus

Ale by Alex, Fet

Wettre Bryggeri, Asker

 

Buskerud

Aja Bryggeri, Tranby

Eiker Ølfabrikk, Mjøndalen

Skjenkestua pub Drammen

Svensefjøset, Lier

Nøsterud Gård, Svelvik

Låven Mikrobryggeri, Sylling

 

Hedmark

Kolonihagen, Hamar

Ølkjillarn, Folldal

 

Hordaland

Inside Voss Rock Cafe, Voss

Bergen Mikrobryggeri/Fribryggerlogen

Nøsteboden, Bergen

Modalen Ølbryggjarlag anno 2014, Modalen

 

Møre og Romsdal

Korn Bryggeri, Eresfjord, Nesset kommune

Bjørkavåg Brygg, Fiskarstrand,

Smøla Mikrobryggeri, Smøla

 

Nordland

Mormors Hus, Bøstad, Vestvågøy

 

Nord-Trøndelag

Eldhuset, Haugum Gård, Overhalla

Berg Gård, Inderøy kommune

Winkelmann Bryggeri, Hegra

 

Oppland

Villtotningen, Kolbu

Sve Gard, Vågå kommune 

Oslo

Nedre Foss gård, . ”Bellonahuset”

St. Hallvard

 

Sogn og Fjordane

Tya Bryggeri, Øvre Årdal

 

Sør-Trøndelag

Moe Nedre, Leinstrand, Trondheim

Kystbryggeriet Frøya, Dyrvik

 

Troms

Senja Handbryggeri

Stangnes bryggeri Tranøy

 

Vest-Agder

Hunsfos Bryggeri, Vennesla kommune

Farsund Brewing Company, Farsund

Bryggerhuset (Bekkereinan), Kvinesdal

 

Østfold

MikroMeyer, Spydeberg

Mølla Brygghus, Fredrikstad

Taraldrud gård, Marker kommune

 

Svalbard

Svalbard Bryggeri, Longyearbyen

Trappers Brewhouse, Longyearbyen

 

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IMG_1003

Ingeborg, Dag and Jeanette with Gustav Jørgensen

 

I had the pleasure of attending a beer event earlier this week – another case showing how much the scene has developed and matured. This was held at Cafe Sara, which has established itself as one of the very best beer bars in Oslo. The promotion had been fairly low-key, you are not supposed to do much in the way of beer promotion around here. I was really surprised that there was a long line outside when the door opened, and they managed to squeeze in about eighty of us. And we’re not talking big national or global names in the beer world. On the opposite, we were invited to a tasting with two fairly new breweries, who do not even have bottling plants, Voss Bryggeri and Lindheim Ølkompani.

Picking these two was a very good choice, as they both have stories to tell – and the voices to tell those stories. They both brew on a fairly modest scale – around 1000-1100 liter batches, and they are situated in rural areas with small local markets.

Ingeborg Lindheim  told the story of how she went to San Diego to buy their brewing plant, and how she was told by those who sold it to get in touch with a restaurant owner. This turned out to be one of the owners of the Lost Abbey/Pizza Port group of breweries. They struck up a friendship, and they have been doing collaborations with their brewers ever since. Not bad midwives for a small Norwegian company!

Lindheim is a family farm with fruit-growing as its main income. The turnover is too small to give an income for two people,  so they came up with the idea of starting a brewery as a sideline.

This has been very successful, and their most interesting beers use fruit from the farm. They have a Gose brewed with plums, but the most interesting beer of the evening was their Surt Jubileum. Jubileum is a type of plums, and the beer is a Berliner Weisse. Sort of. There is a fresh, clean sourness laced with the plums. Stronger than the usual Berliner Weisse at about 4.5%, yet a feathery light body. They didn’t just buy lactic bacteria from a brewery supply shop, they used live yogurt as a starter.

Lindheim and Voss back to back at Grünerløkka beer fest this summer

 

Voss was represented by Jeanette Lillås and Dag Jørgensen, two fo the three who run the brewery. They have kept their day jobs, meaning they have hired people to do the brewing. They are still very much hands on, however, developing new beers and marketing what they have to offer. Voss is one of the rural communities where home brewing has been kept alive, and they use the local yeast kveik in several of their beers. The yeast has been tweaked a bit, and it now gives a more flavourful beer than when they first tried it out. Their Vossing beer has even more of the traditional, it is brewed with an infusion of juniper twigs, adding a wooden dryness to the beer. (For more on kveik and traditional brewing in Voss, check out Lars Marius Garshol’s fantastic blog. )

Voss also have an Eldhus series of beers. Eldhus are small buildings used for smoking meat, sausages etc, particularly mutton. Dag has another use for the Eldhus, he smokes hops. To make this even more exotic, they pick wild hops for this. A delicate smoky aroma is then transferred to the beer, much more discreet than when the malt is given the same treatment.

The beers from Lindheim and Voss are hard to find, in Oslo Cafe Sara is the most likely place, but Grünerløkka Brygghus or Crowbar have also had their beers. They do not bottle any of their beers today, Lindheim plan to start bottling next year. But they both have been successful in introducing growlers, meaning you can pop in on thursday or friday afternoon and have your growler filled with beers blow 4.7%, fresh from the tank. The rest of the beer is kegged, and this has turned out to be a good format for distribution.

The second wave of Norwegian craft brewing is starting to come of age. I’m happy to see that some of them develop a clear profile. I think that will be needed in a market when everyone with a garage move from home brewing to selling their IPAs. You need a clear identity to survive. And I hope this identity will be mostly connected to unique beers, not just graphic profiles and good networking abilities.

And watch out for a Voss beer brewed with smalahove next year. That is cured and smoked sheep’s head. Extreme beers just got a new dimension.

The Voss growler

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