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Archive for the ‘beer marketing’ Category

teo

Thirty years ago, Teo had a dream. A dream that slowly would give birth the the Italian beer revolution. A dream that has grown into a giant brewery, but is much more than that.

Thirty years ago, Teo Musso started a beer bar in his home village Piozzo. He was tired of the bland industrial pilsners on offer, and he knew there were some interesting beers out there that he could sell. His bar soon featured 200 beers, mostly imported, many of them Belgian. Hoegaarden was an early favourite.

For ten years, the bar grew in reputation and scope – and then Teo created his Baladin brewery.  The rest is history.

Piozzo is one of thousands of sleepy Italian villages, among the hills in the Northwestern corner of the country. It’s lush and green here, the Alps make sure there is enough water both as rain and as rivers. The crops here are barley and maize – but mostly grapes.  Alba 20, Barolo 7, the signposts say as we approach.

I was one of a selected few beer writers invited to mark the anniversary of Baladin and the opening of the brand new brewery. Which is much more than a brewery.

The new brewery is situated on a sizeable area of land, with possibilities of growing ingredients, brewing beer with state of the art technology and the aging of beer in 14 century cellars. There is no real threshold for production here. The new brewery does not start out with a capacity far beyond the old one, but the possibilities for expanding are endless.

The bar turned into a brewpub in 1996, and the first bottled beers were sold one year later. Since then there has been a slow expansion, until this year’s move to fantastic facilities outside the village.

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The investment is sizeable, 12,5 million Euro plus VAT, but then everything should be in place. Some of this is crowdfunding. This is not only for the financial aspect, it is also a way of getting the local community seriously involved.

The most impressive is the automated bottle maturing process. This is bacically a closed box. The beer is matured for various lengths of time at three different temperatures, and a robot makes sure it is moved to the correct place at the correct time. Groundbreaking beer technology, with a potential in other fields like winemaking or cheese production if you ask me. This was intended as a Horizon 2020 project, but a Spanish partner had to resign, and Baladin lost 1.5 million Euros because of that.

There is more. There is land set aside for growing barley, other grains and hops. There is a drying area for hops, and they plan to build maltings. They are establishing a magnificent garden open for the public, with stone mills, and old communal oven and cheese makers and butchers invited in. The craft of barrel making had almost died out, Baladin uses Japanese craftsmanship to build new ones and to take care of old ones. There is education, too, with a small brewery set up for students at the nearby Gastronomical University to acquire brewing skills.

Baladin is no longer one of a handful of Italian craft breweries. There are now one thousand Italian breweries – yet the growth potential is big. Craft beer still account for just 3% of the Italian market. Baladin sells half of its production abroad, and ten percent in their own bars and restaurants. There are Baladin bars in a number of Italian cities, as well as in New York.

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Teo is proud of what he has managed to achieve. I have moved mammoths, he says, and points out that the Italian beer revoulution is also a cultural revolution. What is important is the next stage is to watch out for the big industrial players making beer they pretend to be craft.

I admire people who set u a goal and then work towards it for decades. Some have to throw in the towel, but Teo did not. His contribution to the European ber scene should not be underestimated.

I had expected a range of inventive beers for this launch, but I assume we will have to wait until the products from the new brewing plant have been allowed to mature, be it in the old cellars or in the new warehouse with temperature zones. One beer to look out for is a light, hoppy blonde simply called POP. Available in brightly colored cans, ask at your local beer shop wherever you live. Of course you should enquire about the Xyauyu range of beers too, aimed for a more discerning public. And there are lots of beers in between to explore, too.

And if you are in the area, there are tours of the brewery. A gallery going through the building gives good Access. There is even a shop selling souvernirs and beer.

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Check out Martyn’s report on the event as well.

Disclaimer: I was invited to the opening of the new Baladin brewery as a guest, and they paid my travel expenses.

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I often sing the praises of the tiniest breweries, and of course they make good stories. But the ones capable of taking a significant bite of the Norwegian market are the medium sized breweries, often with a strong regional standing. In Oslo there are now several breweries to be taken seriously – one of them is St. Hallvards Bryggeri.

A trio of beer enthusiasts with Anders Rohde as the key figure started brewing in 2015, just in time to get featured in my book. They have listed 17 beers available for a beer event next week – when you add special beers for restaurants and supermarkets and three new Christmas beers, the total adds up to about 25.

Several restaurants in Oslo are shareholders in St. Hallvards. The brewery was crowd funded, and they have 450 shareholders.

St Hallvards. does not aim for the extreme ends of the market, the focus is on high drinkability and lots of flavor. They have the usual range of British, Belgian and American styles. What has impressed me most are the beers brewed at 4,7%, allowing them under Norwegian legislation to be sold in supermarkets. There are lots of dull beers on the market because of this limit, St. Hallvards is one of the exceptions. Look out for their saisons and brown ales of various strength.

St. Hallvards Bryggeri is named after the patron saint of Oslo, and their beers are named after various colorful characters from the city’s history.

Look for their beers in the Meny supermarkets and in Vinmonopolet as well as well stocked bars and pubs and beer festivals. The last project they are involved in is a series of beer and aquavit glasses in cooperation with  Magnor Glassverk, Arcus and Sentralen restaurant.

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Restaurant Håndverkerstuene in Oslo has specialized in Nordic Food and Nordic beer (as well as aquavit). This is reflected in their seasonal menu, and you will also find a dozen craft beers on tap, most of them Norwegian, but the other Nordic countries are also represented.

This year is the third time they are running Bryggeribråk or Brewery Brawl. The concept is simple – every Monday the restaurant sets up a three course menu. Two breweries try to match the dishes with beer. Up to 60 diners then vote for the best match for each dish. The winning brewery goes on to the next round. Most of the breweries are Norwegian, but they have also invited participants from Denmark, Finland, Iceland and Sweden.

It’s a great way to get people interested in beer and food combinations, it’s a nice opportunity for the breweries to promote themselves, and it fills the restaurant on a Monday evening.

Disclaimer: I have been invited twice as a guest to the event. But I would not recommend it if I didn’t enjoy it. And, compared to many beer tastings, it is excellent value for money.

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Borg Brygghus brweres

Oli Runar and Valgeir from Borg Brugghus presenting their beers

 

The Icelandic brewery Borg Brugghus is looking for export markets, and they had an event at Haandverkerstuene here in Oslo just before Easter. Hans,  the manager of the restaurant, is also Icelandic, so he had them bring along some traditional Icelandic food to go with the beer.

Borg Brygghus har been around since 2010, and have brewed around 50 beer since then, of which six or seven are regulars. They have very decent IPAs of various strenght, but I’d like to pick out some of their more excotic stuff.

Leifur is what they call a Nordic Saison at 6.8% ABV. This is brewet With local heather and thyme, which blend well in without getting in the way. Fruity, Rich aroma, a little funk that should be present in all saisons. Fine beer.

Smugan is a 10% Wheat Wine, brewed with kaffir lime leaves, Norwegian salted and dried cod and juniper berries. Despite all this, it’s a very drinkable beer, the amount of fish involved must be very moderate.

The highlight was the Surtur, a 9% smoked imperial stout. It’s not just smoked. Iceland is a country withou any forests, so wood was hard to find. You could smoke your food over peat – or you could use sheep droppings as fuel. The beer has a smoky character, all right, but the shit does not give any pronounced flavor.

To go with these beverages, we were also served Icelandic food. Lovely tender smoked lamb. Ram testicles pickled in sour milk. And their famous raw shark, buried in the sand for months to be slightly more edible. I thought someone at my table had problems with their personal hygiene. I was wrong. It was the shark. Luckily we got a shot of Icelandic aquavit, affectionally called Black Death, to go with that.

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The lamb and the shark.

 

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I had planned to visit 50 Norwegian micro breweries in 2016. I havent’t told you before now, and I’ve decided to modify the aim slightly.

Because there are people brewing without having the bricks, mortar and brewing vessels. And talking to these breweries is also important. I’ll come back to Cerivisam later, today I look at Kolonihagen.

Kolonihagen is a brand that includes home delivery of organic food, a bakery, cafes/restaurants and beer. And we are talking serious food here, the three-Michelin-star Maaemo has the partly the same ownership.

They use to have a very small brewery in their restaurant at Grünerløkka in Oslo, which has later closed down. The beers, however, live on.

Brewer Arnt Ove Dalebø has moved the production to Færder Mikrobryggeri in Tønsberg, but he is still in charge of the beers. What’s new is that he has secured national distribution of the beers through the Meny supermarket chain.

 

There are so far two beers available, an IPA and a Hefeweissen, both at 4.7% ABV.

The IPA is a Cascade single hop. The aroma has apricots, blood oranges and grapefruit. The body is light. A little malt, tones of mango. The finish is dry and refreshing without going to extremes. A great session beer.

The Weissbier is also a single hop beer with Bavarian Tetnanger. It is soft and sweet, with a lot of banana. Proper soft mouth fee, a little citrus. This is not my favorite beer style, but it is true to type, and many wil welcome a good Norwegian Hefeweisse.

I only have one objection: The place of brewing should be printed clearly at the labels. There is full disclosure on the Kolonihagen web page, but the consumers are unlikely to look it up.

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Vespa & Humla front

A quiet alternative

I’m not usually pushing news about the big global players in the alcohol industry. But when they reach out to small individual producers to do a collaboration with no strings attached, I don’t mind.

Jameson Whisky, which belongs to the Pernod Richard group, has been doing a series of collaborations with craft breweries with the same concept – beer aged in used whiskey casks. This time around, Grünerløkka Brygghus in Oslo was invited to join in, and head brewer Kjetil Johnsen has made a limited edition Irish Rock Porter.

This is a Baltic Porter (brewed with lager yeast, if that is of importance to you), which has spent some weeks in casks which were just emptied of whisky. It’s a one off, so don’t expect this to find this outside Norway or for promotional purposes for the destillery.

There was a launch last night in Oslo, and I am happy to report about a very drinkable beer. The whiskey character comes through in a subtle way – it has a lighter touch than scotch whisky barrels with all their smoke or bourbon barrels with a lot of vanilla. Sure, you feel the booze, and the oak plays its part. But it an easy drinking and elegant beer. Grab it if you can.

The tasting was held at Vespa & Humla, the new brewery tap of Grünerløkka Brygghus. They still have their main pub, but the new one is tucked away next door to the brewery.Expect to find a full list of their own brews and a relaxed atmosphere – and good home cooking.

Kjetil with beer glass. Kjetil has every reason to be pleased with his whiskey barrel beer.

 

 

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The reason for me being in Aberdeen?.A group of journalists, writers and bloggers were invited to visit BrewDog to see the brewery, talk to the founders and sample their beers. Not bad at all.

 

I’m not going to retell the BrewDog story once again. Eight years on from modest beginnings they have created a household name across Europe.

 

They expect to brew 16 million liters this year, but they keep expanding, and with the new facility opening later this year, they will have a capacity of 40 million liters.

 

A new canning line was being adjusted while we were visiting, and the automated packaging makes the more tedious part of the process less manual.

And it’s become a sizeable company, 150 working at the brewery and in the administration, 400 in total if you include the bars.

The brewery tap

DogTap

There are two things that impress me:

  • The attention to detail
  • The focus on people

 

The details: The brewery is spotless, from the huge grain silos to the small pilot brewery. There is an in-house lab, there is a tasting panel, there is a tireless quest to make sure the beers are not only consistent, but that they keep improving. And there is still the youthful spirit of trying out the new. While the Punk IPA is making up much of the volume, there is still the steady stream of new beers, some of them exclusive, some experimental. We sampled the wonderful IPA Born to Die 04.07.2015, fresh from the bottling line, where the best before date is the main selling point, underlining the point that fresh IPAs are for drinking, not for cellaring. On the other hand, glass in hand, we walked up the road to their barrel aging facilities, where an amazing range of beers lie maturing in their oak casks and a lucky few keep sampling which ones are ready to be released as they are or blended into something new.

BrewDog barrel aging

James looking for the right barrel

The people: James and Martin, the duo behind the company from its humble beginnings, are still in charge, and they had set aside plenty of time to talk to us. Eight years on, they still seem to have great fun. It’s been amazing story, I am fond of retelling the tale of a ratebeer gathering in a cellar under a pub in Glasgow in 2007 where two rather nervous young men were presenting their first two beers, Punk IPA and Rip Tide. The bottles did not even have labels at the time. Now they are running a huge company, evoking strong feelings for and against their public image.

 

They do not seem very concerned that some camps have strong negative views against them, but they were very pleased that my British colleagues told them that they have an impeccable reputation for taking care of their staff, training and mentoring them and making them able to do their job in the best possible way.

This includes the ones working in the BrewDog bars, these are places where the customers can be assured that the staff knows a lot about the beers they serve and that they can make good recommendations.

If you are in the Aberdeen area, the brewery, in Ellon, North of the city is open for tours, or you can just visit the Dog Tap bar and brewery shop.

There are buses from central Aberdeen.

 

There is a BrewDog bar in central Aberdeen, too, with a very decent beer list, including guest beers. Very lively on an early Friday evening, nice to see that the crown was farm more mixed than I expected, with women and the above 40 age bracket well represented.

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