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Beers of the world.

St. Pauli Non-Alcoholic Brew

A brand extension of the St. Pauli Girl line--St. Pauli Girl N.A.--has been launched in the U.S. market by Associated Importers of New York, NY. The new non-alcoholic brew is produced in Bremen, Germany, in accordance with the German Reinheitsgebot (using only barley malt, hops, yeast and water). According to Associated, this gives the product full-bodied taste, despite removal of the alcohol.

St. Pauli N.A. was introduced into test markets in April, and Associated says widespread acceptance at the trade and consumer level led to its introduction in markets nationwide.

Associated notes St. Pauli N.A.'s bottle label, six-pack and case have the same graphics as St. Pauli Girl beer, with a different color break-up to give the brand a distinctive personality of its own.

Associated reports the brand will be supported with case headers and shelf strips for off-premise locations, plus table tents and menu clips for bars and restaurants.

The other beers in the St. Pauli Girl line, St. Pauli Girl Lager and St. Pauli Girl Dark will benefit from a new radio campaign that features several versions of the Turtles 1960s song, "She'd Rather Be With Me." The brands will also be supported by a new poster program that will feature the 1991 St. Pauli Girl. The poster offer will be tied in with a redeemable discount.

Another major national St. Pauli Girl promotion is planned for the Fall, timed to tie in with Oktoberfest celebrations. Consumers will be given the opportunity to save $7.00 on the purchase of St. Pauli Girl, and a special promotional T-shirt will be offered.

Sapporo Introduces All-Malt Draft

This Spring, Sapporo U.S.A. announced the introduction of Yebisu Stout Draft in the United States. Yebisu is a cold-filtered all-malt lager, first introduced in Japan in 1887.

"With Americans becoming more sophisticated in their choice of beers, we feel the time is right to introduce Yebisu to the U.S. market," says Yoshi Mochida, president of Sapporo U.S.A. "People are drinking less, but are drinking higher quality products. Since Yebisu doesn't contain sub-ingredients like rice or starches, we think Yebisu will cater to sophisticated consumers' tastes."

The label on the 21.4-oz. Yebisu bottle features an illustration of "Yebisu," the traditional Japanese god of good luck and fortune for which the beer was named.

The beer will be test marketed initially in California, Washington and Nevada, with wider distribution planned for the Fall of 1991.

Traquair House Ale Imported

A beer that has been called "the classic example of a dark Scottish ale" is now being imported by Merchant Du Vin of Seattle, WA, and Lenox, MA. Traquair House Ale is a strong ale brewed at a small family brewery in southern Scotland. Beer writer Michael Jackson gave the beer a four-star rating in his recent Pocket Guide to Beer, a grade that he reserves for world classic beers. In his review, Jackson wrote of the ale, "Rich and full, but with its sweetness balanced by an oaky dryness."

The Traquair House brewery uses the authentic, refurbished brewing vessels, and is the only British brewery to ferment its ales in uncoated wooden vessels.

The tradition of brewing at Traquair House reaches into the remote past, for the manor holds the distinction of being Scotland's oldest inhabited house--it was first used as a hunting lodge by Scots nobles in 1100. Although the brewing tradition lapsed at one point, it was resurrected in 1965 by Peter Maxwell Stewart, the 20th Laird of Traquair. Catherine Stewart, the 21st Lady of Traquair, inherited the property from her father in 1990, and carries on the family tradition.

She has recently made limited quantities of the ale available for the American market. "Many Americans visit the castle yearly," Ms. Stewart reports, "and we are delighted to make our beer available to them at home through our agents, Merchant Du Vin, and their wholesalers and retailers."

"Traquair House Ale fits perfectly with our selection of world classic beers," noted Charles Finkel, founder and president of Merchant Du Vin, "and we take great pride in our association with this historic house and brewery."

Corsendonk Pale Ale Available

The arrival of Corsendonk Monk's Pale Ale on these shores rounds out the Corsendonk ale "family" offered by Phoenix Imports of Baltimore, MD.

Corsendonk Monk's Pale is a Belgian ale brewed in the strong "triple" style of Belgian Trappist monks. The product is brewed by Keersmaekers, a secular brewery founded to revive the traditional beers once brewed by Belgium's Corsendonk Abbey (which was closed in the late 18th century). The Monk's Pale Ale is in the trappist style called "Agnes Dei" or "Lamb of God," a very strong golden ale.

Beer authority Michael Jackson calls Monk's Pale, "dry, with a great deal of finesse. A deceptively potent ale...[with] a very big head indeed...and a very clean palate." Monk's Pale Ale is available in three packages; 33 cl, 75 cl and three liter.

The Corsendonk pale serves as a complement to the Corsendonk Monk's Brown Ale, introduced in this country by Phoenix last year. Monk's Brown is called "Pater Noster" or "Our Father" in its native Belgium, and is a strong brown trappist-style beer.

Of Monk's Brown, Michael Jackson said, "A strong, burgundy-colored ale in the style of the classic Trappist brews...has a very distinctive bouquet: yeasty, fruity and slightly smoky. In palate, it has notes of port, raisins and black chocolate."

Both Corsendonk ales are bottle-conditioned beers, meaning they are bottled with their own yeast. This provides them with extended shelf lives--Phoenix says the pale ale can be aged fruitfully for two years and the brown ale for five. According to Phoenix, the bottle-conditioning process is referred to by Belgian brewers as their "methode champenoise." The importer says such bottle-conditioned beers are also described as "provisie" beers, meaning they can be laid down to mature in the bottle like fine wine.

Non-Alcoholic Brew From Munich

Thomasbrau, a new non-alcoholic brew from Munich, is being imported by Paulaner-North America of Denver, CO. According to Paulaner, the brew has proven a success in its European market. The company reports initial U.S. markets for the new NAB will be in the Midwest and on the West Coast.

Paulaner touts the product's brewing process as unique. "Thomasbrau's patented process of interrupted fermentation delivers true Munich beer character and purity in an alcohol-free alternative," says Jeffrey Coleman, director of marketing for Paulaner-North America. "Everyone who samples this product immediately recognizes the taste as real beer, not another non-alcoholic substitute."

Thomasbrau will be available in the U.S. market in 16.9-oz. bottles, packaged in cases of four-pack carriers. The brew will be supported by a sampling and point-of-sale program.

Wheat Beer Widens Market

Gambrinus Importing Co. launched Redback Wheat Beer into Southern California test markets in the Fall of 1990. This year distribution will be expanded to selected markets.

According to Gambrinus, Redback is a traditional Bavarian-style Weizen beer, brewed with 55 percent malted wheat and 45 percent malted barley. No adjuncts are used in the recipe, which also calls for Hallertau and Herzbrucker hops.

The beer critic Michael Jackson gave the beer a three-star rating in his beer guide, and described it as, "an interesting brew, slightly reminiscent of Belgian "white" beers. It has a very pale golden color, a light, firm body, and a faintly acidic, honey-apple aroma and palate."

Redback will be supported with a variety of point-of-sale materials, coupled with an award-winning sales kit and trade publication advertisement.

Kirin Ichiban Introduced

A beer that has enjoyed a record-setting introductory year in Japan has been introduced in this country by Kirin Ichiban has now been introduced in this country by Kirin U.S.A., headquartered in New York, NY.

Kirin began shipping Ichiban to the U.S. in late 1990, concentrating on serving markets with large concentrations of Japanese consumers. In May 1991, the company announced that it would broaden its efforts in the U.S. market, shipping beer to Illinois, Massachusetts, Connecticut, Georgia, Washington, Texas, and Washington, D.C.

Ichiban means "number one" in Japanese, and Kirin reports the name is derived from the brewing process, in which Ichiban is drawn from the "first wort." The product is packaged in 21.4-oz. bottles.

In other news from Kirin, the company announced that Molson Breweries in Canada will begin producing Kirin Light. A licensing agreement has been in place between the two brewers since 1987, and Molson produces Kirin Lager, Dry, Draft and now Light in its breweries. Kirin is distributed in the continental U.S. by Molson Breweries U.S.A., of Reston, VA.

Kirin has also announced that its 1991 distributor incentive golf match will be held at the Doral Country Club & Resort in Miami, FL, from October 17-20. The incentive program has been in place for five years, and Kirin points to Kirin's 21-percent sales hike in 1990 as evidence of its success.

"This is one of the premiere events in the beer industry," says John Gomatos, vice president sales for Kirin U.S.A., "and competition to qualify is fierce. Without doubt, it is the most effective sales incentive program we have ever run."

NAB from Dortmund

The Dortmunder Actien Brauerei will introduce its Stades non-alcoholic brew in the U.S. market. According to Frederick Hess III, director of product development for DAB Importers, the brew will be placed in test markets this summer.

"New product technology gives Stades a subtle, dry taste usually found in beers brewed in the Pilsener tradition," Hess states, "a taste that is not easily accomplished in non-alcoholics."

According to Hess, the product was introduced in Germany in 1990. "Stades is a sales phenomenom," he says, "taking over a large portion of the non-alcoholic market and growing at a rate of 45 percent a month."

Hess reports Stades will be available in 31 states by July. Delivery to states with deposit laws will follow four months later.

New Swiss Non-Alcoholic Brew

A Canadian-based firm, De Belle & Gallagher Inc. of Montreal, has introduced Ziegel Hofnon-alcoholic brew in the United States. The brand is produced in Switzerland by Brauerei Ziegelhof, using a proprietary yeast strain that is said to retard the level of alcohol produced without changing the brew's taste.

The all-malt Ziegel Hof will be imported into this country by Briggs, Inc. of Bangor, ME, and the master distributor is F. Strauss & Son of New Orleans, LA.

Guiness Announces

Broad Based Gains

According to the Buiness Import Co., the company's portfolio showed strong growth in 1990. "Collectively and individually our brands remain unmatched for product excellence and brewing expertise," says Michael Hughes, president of G.I.C. "With the popularity and potential of these brands, we project minimum six-percent sales growth for 1991."

Hughes noted strong performance for the company's draft products, including a 15-percent increase for Harp Lager, a 13-percent increase for Draft Guiness and a 12-percent boost for Draft Bass.

The company reports new developments for a number of brands in its portfolio, which now includes 12 brands; Bass Ale, Guinness Stout, Harp Lager, Pilsner Urquell, Dos Equis, Dos Equis Specia Lager, Sol, Superior, Moosehead Canadian, Moosehead Light, Guinness Gold and Kaliber.

For Moosehead, the company announced the availability of a 92-oz. mini-cask for on-premise use. Extensive outdoor advertising will also support the brand.

To provide support for Guinness, the company announced that a specially-developed Draft Guinness van will tour the United States this summer, spreading the word about the draft stout.

The company also noted the signing of a five-year contract with the Pilsner Urquell brewery to act as the exclusive importer of Czech beer.

In addition, G.I.C. reported winning a number of gold medals at Chefs of America food and beverage tastings. Medal winners included Bass Ale. Guinness Stout, Kaliber, Pilsner Urquell and Dos Equis.

New Package for Samuel Smith's Ales

Samuel Smith's Old Brewery of Tadcaster, Yorkshire has begun the export 550-ml embossed Imperial pint bottles of Samuel Smith Nut Brown Ale and Samuel Smith Celebrated Oatmeal Stout to the U.S.

"Samuel Smith has used this bottle for sales of stronger beers in their public houses for more than 100 years," reports Charles Finkel, president of Seattle, WA-based Merchanut Du Vin, importers of Samuel Smith products, "and we think this size will offer the best opportunity to introduce Americans to the 'taste of Yorkshire'." Merchant Du Vin experimented with the 550-ml package for imports of Samuel Smith Winter Welcome Ale in late October 1990. "Initial reaction to the new Winter Welcome package from wholesale distributors was very positive," Finkel reports, "and, within weeks, almost all our wholesalers reported being sold out. Based on the success of Winter Welcome in the large bottle, it was decided to introduce Nut Brown Ale and Oatmeal Stout in the pint package." Finkel notes the two ales will continue to be available in six-packs of 12-oz. bottles.

Saving the Elephants

Anheuser-Busch, importer of the Carlsberg family of brands, has announced that a donation will be made to Wildlife Conservation International (WCI) for every case of Carlsberg Elephant Malt Liquor sold. The money will be earmarked to assist WCI's efforts to preserve the African elephant.

"We have a responsibility to future generations," says Brian Porter, brand manager of the Carlsberg family. "Elephant Malt Liquor has found a very worthy cause in Wildlife Conservation International, and we hope this donation will help keep the vibrant and intriguing elephant alive."

WCI is a branch of the New York Zoological Society established in 1895. It is the oldest conservation program of its kind in the U.S. It supports 122 long-term preservation projects in 44 countries, and maintains a full-time staff of field scientists studying endangered species and troubled ecosystems.

"WCI has a wide and comprehensive mission," notes Dr. John Robinson, WCI director, "and we are proud to receive from Elephant Malt Liquor their generous support for a very important and integral part of that mission--namely, saving the African elephant."

Point-of-sale materials promoting this off-premise charitable effort will include a convenience pole and price card, coolerstickers and bin header. Free brochures detailing the preservation effort will also be offered.

Traditional English Ale from Associated

Associated Importers portfolio includes Double Diamond Original Burton Ale, produced by Ind Coope of Burton, England. According to Associated, Double Diamond Ale derives its unique character from its ingredients; barley and hops from brewery-owned farms and water from brewery-owned wells.

Associated points out that Burton water is world famous for its superior brewing qualities. The ground water is filtered through rock strata, leaving it rich in gypsum, and very suitable for use in ale brewing.

A variety of Double Diamond point-of-sale items are available, including chalkboards, mirrors, glasses, bar towels, neons, coasters, patio umbrellas and dart accessories.

Chinese Lager Introduced

The PMI Corp. of Newton, CT, has begun marketing a new Chinese lager in the U.S. market. China Light beer is brewed by the Zhujiang Brewery of Canton, a plant set up with the cooperation of Belgium's Artois Breweries. According to PMI president Michael Brennan, the beer has the "taste, appearance and consistency of fine European brews."

Kriek and Frambozenbier

Fruit beers comprise an often-overlooked niche in the beer market, one that Phoenix Importers of Baltimore is working to fill with its Liefmans Kriekbier and Liefmans Frambozenbier from Belgium.

These products differ from other fruit beers in the market (notably the spontaneously-fermented lambics) in that they are conventional ales at heart. Both Liefmans fruit beer are made by adding fresh fruit to the brewery's aged Goudenband Brown Ale.

Liefmans Kriekbier is made only once a year, after the harvest of Belgium's Schaerbeeck cherries. One pound of cherries is added to each gallon of six-month old Goundenband Brown Ale. After eight months of warm maturation, the beer is filtered and bottled. It is then aged for two years in the brewery's storage caverns before release to the consuming public.

The Kriekbier is bottle-conditioned, and will mature in the bottle for 18-24 months after leaving the brewery. The beer critic Michael Jackson complimented Kriek for having, "a notably smooth body, a sour-and-sweet palate with a hint of almond dryness and a port wine finish."

Liefmans Frambozenbier also starts life as Goudenband Brown Ale, to which fresh raspberries are added. According to Phoenix, this beer is sometimes called "the pink champagne of the beer world." Critic Jackson notes Frambozenbier is "an elegant refreshing beer that makes an excellent aperitif. It has a huge, fruity bouquet; a smooth, liqueriesh texture; and a fresh, dry, sherryish finish."

According to Phoenix, both Kriek and Frambozenbier serve well as dessert beers, or as restorative beverages at any time.

Warsteiner Reports On-Premise Growth

German consumers believe a brewery that focuses on a single product can make that product best. As a result, some German breweries produce only a single premium pilsener brand. The Warsteiner Brewery in the Sauerland is one such brewery, and could be considered the most successful of its type since Warsteiner pilsener is the best-selling pilsener in Germany.

Warsteiner Importers Agency of Aurora, CO, has concentrated on placing this product in premium draft accounts in the U.S. market. According to the company, U.S. draft sales climbed 56 percent from 1989 to 1990. Warsteiner notes the high draft-to-package ratio in the U.S. market, where draft accounts for 37 percent of the Warsteiner sold.

Warsteiner is brewed according to the tenets of the Reinheitsgebot, from European six-row barley, Tettnang and Saaz hops, yeast and spring water. Prior to packaging, the product is microfiltered instead of pasteurized.

According to Warsteiner Import Agency, the company has developed a distribution system intended to bring the freshest possible product to the U.S. market. Warsteiner Imports reports that all beer destined for the U.S. market is packaged only hours before it is scheduled to leave Germany.

Warsteiner is available in draft accounts in 37 states. It is also available in six-packs of 12-oz. bottles, a 0.5-liter bottle, a five-liter party package and a 50-liter keg.

Wisdom Reports Strong 1990

According to Wisdom Import Sales Co., the company enjoyed the best level of growth of any major importing company throughout the U.S. in 1990, with an increase reported at 14.3 percent overall.

"Wisdom as a company had a truly outstanding year," says company president Manuel Rubiralta. "We're very pleased with our company's performance, especially with Tecate Beer, our top-selling brand, which achieved an extremely strong 17.5-percent sales growth. This is far and away Tecate's best-ever performance since the brand was introduced in the U.S. in 1970."

The company also noted strong growth for Bohemia. According to Wisdom, the brand increased its sales by 10 percent in 1990, and enjoyed its best sales year ever in the U.S. The company noted plans to increase on- and off-premise promotions for the brand.

According to Rubiralta, Wisdom's fastest growing line of imported beverages was the company's Penafiel products, mineral spring water and fruit-flavored beverages. Rubiralta says the line grew at a rate of 18.4 percent in 1990.

During 1990, Wisdom also consolidated its national distribution network for England's Watneys brands. Wisdom received national sales and marketing responsibilities for Watneys products in the U.S. in 1989, and in 1990, Wisdom introduced new labeling and packaging for the brands--Watneys Red Barrel, Watneys Cream Stout and Watneys Light. Rubiralta reports 69-percent growth for the cream stout over the course of the year.

Gambrinus Reports On Corona

Sales of Corona Extra were down 10.3 percent in 1990, according Gambrinus Importing Co. The company blamed the drop on a seven-week strike at Cerveceria Modelo's Mexico City plant. Gambrinus reported the strike forced the company to cut back on its biggest sales promotion of the year, Cinco de Mayo. Gambrinus officials predicted that 1990 sales would have equalled or surpassed 1989 sales if the strike had not happened.

Gambrinus noted also that the company absorbed the federal excise tax in 1991, holding the price on all Corona products. According to the company, this has boosted Corona Extra's sales two percent, while Corona Light is up by six percent.

Gambrinus reports continued strong performance for Corona Light. The company notes that new packaging has been designed to help distinguish the product. The company introduced a new six-pack carrier in 1990, and has recently introduced a new painted label. The label covers less of the bottle surface, lending the bottle an appearance that Gambrinus calls "the naked look." Gambrinus is supporting the new package with a distributor sales incentive contest. The company has added another package to their line-up, a seven-ounce versions of Corona Extra, called Coronitas. The package has been popular in Mexico since 1954. Gambrinus plans to introduce Coronitas in all states in the company's territory by the end of 1991.

Fischer Announces Sales


According to Fischer Beverages International of Waltham, MA, the 1991 sales year is off to a good start, with an increase of 27 percent recorded from October 1990 to April 1991. The company notes strong performance for its portfolio, which now includes four beers; Fischer La Belle Strasbourgeoise, Fischer Amber, Fischer Bitter and Fischer 36/15. Packaging for La Belle Strasbourgeoise has been completely redesigned, with a new label, bottle and six-pack. According to Fischer, the company decided to update the label by making it more contemporary. As a result, new packaging has been designed to supplant the painting of the "La Belle Strasbourgeoise," (the Fair Lady of Strasbourg) which formerly graced Fischer bottles.

Plans for the future include the introduction of a non-alcoholic malt beverage called Thunder. According to Fischer, Thunder is a conventionally-brewed beer, but the alcohol is removed through a process of reverse osmosis. The Fischer Group has reportedly researched this process for years, seeking a method of retaining the good flavor qualities of beer without alcohol. The product will be introduced in the Fall of 1991, and will be packaged in a traditional swing-top porcelain-capped bottle.

New OB Dry Beer

The import office of the Oriental Brewery Co., Ltd., based in Northvale, NJ, has announced the introduction of OB Dry. According to the brewer, the new product uses a highly fermenting dry yeast called DS II. The company states this yeast provides the product with very clean finish. OB Dry joins a portfolio that includes flagship product OB Lager, together with OB Light and OB NAB.

New U.S. Subsidiary for


After a reported four-year surge in U.S. sales, Paulaner-Salvator-Thomasbrau AG has formed a new U.S. subsidiary, the Paulaner-North America Corp. Paulaner's new importing arm is based in Denver, headed by president Albert Bellschan von Mildenburg and director of marketing Jeffrey Coleman.

"Rapid sales growth and distributor demand for national expansion necessitated the change in corporate structure," Coleman reported. "The product portfolio has remained unchanged, but each brand has received a face-lift. This includes new graphics, a four-pack basket carrier and use of the new 16.7-oz. Euro-bottle."

The Paulaner portfolio now includes Paulaner Premium Lager, Okotberfest, Hefe-Weizen, Salvator, Ligth and Thomasbrau.

St. Killian's Announces Strong Wheat Sales

According to St. Killian Importing Co., Inc., of Kingston, MA, sales of the company's Julius Echter Weissbeer were up over four percent in 1990. This despite a glass shortage in Germany which St. Killian says constrained exports.

St. Killian reports promotions for the weissbeer continue in All About Beer magazine, and the company has made promotional glassware available to wholesalers. "The weissbeer glasses continue to be an excellent merchandising and promotional tool," reports company president Hank Hague, "and can be merchandised with the weissbeer six-packs. The best way to sell weissbeer on-premise is demonstrating how it is poured." Hague notes that Julius Echter is a hefe-weissbier, which is packaged with its own yeast. The consumer can thus choose the pour the yeast into the glass with the beer, or decant the bottle more carefully to leave the yeast behind.

St. Killian's also noted good sales for Wurzburger Octoberfest, although the company said the German glass shortage also contributed to a late arrival for that product. In addition to Octoberfest, St. Killian's is importing Wurzburger Maibock, Holiday Beer, Wurzburger Light Bavarian Pilsener and Wurzburger Bavarian Dark Beer.

According to St. Killian's, the company's American market objective is to serve as the leading importer of "special niche" German beers which include weissbeer, maibock, octoberfest and holiday; together with quality Bavarian pilsener and dark beers. St. Killian's noted that seasonal products can be combined with year-round products in one container.

Sapporo Bolsters Product Support

Sapporo U.S.A., has announced that it will continue promoting its brands aggressively in the U.S. market. The company noted continued sales growth in 1990, and pointed to a continuing upward trend in early 1991.

The company reported that 1991 promotional efforts will include a mix of price promotion, incentive promotion and consumer coupon programs.

Simultaneously, the company has started a large-scale advertising campaign. According to Sapporo, the campaign will include extensive outdoor advertising, backed up by radio and trade-press advertisements.

New P.O.S. materials have been developed, Sapporo says, and newly-developed truck and van decals will be offered to wholesalers.

Labatt's Reports Growth

For 1990, Labatt's U.S.A. announced a six-percent sales increase. The company added two products to its portfolio in 1990, Moretti and Clausthaler non-alcoholic. These brands join ranks with Labatt's Blue, Blue Light, 50 Ale and Canadian Dry.

According to the company, promotional efforts in 1991 have included a T.V. sponsorship of the Stanley Cup Playoffs. Further sports sponsorships include support for the Cleveland Cavaliers, Detroit Red Wings, Buffalo Sabres and Philadelphia Flyers. In addition, the Labatt's "summer towel" consumer promotion will run again this year.

The company also noted continued investment in its brands. "This Fall, new packaging for the entire Labatt's line will be reaching the marketplace," says Clement Pellani, Labatt's brand manager. "The packaging change involved a complete redesign, which gives the entire Labatt's brand a higher quality look. We feel this change positions the brand as a quality leader in the imported beer category."

Moretti Beer is benefiting from a summer "pizza time" promotion for on-premise accounts, and plans a "pizza pasta" promotion for the Fall. Clausthaler also has strong marketing plans in place, the company says, including a "drive away with Clausthaler" consumer golf promotion.

Labatt's notes that both Clausthaler and Moretti are part of the company's Specialty Import Division. Labatt's established the internal group in 1990 to provide extra support for smaller volume import brands with high growth potential.

Old Ale in the New World

Another somewhat exotic import from Phoenix Imports is Thomas Hardy's Ale, a strong English ale that the importer calls "the beer connoisseur's equivalent of rare cognac." Hardy's Ale is bottle-conditioned, and is intended to mature in the bottle for up to 25 years. Each year's bottling is vintage dated and eacy bottle is individually serial numbered.

According to Phoenix, each brew may age somewhat differently. The beer has been rated a "world classic" by critic Michael Jackson, who said of a 1968 vintage, "soft, creamy, quite elegant. Super balance of fruit flavors and long finish. Extremely complex. Lovely."

According to Phoenix, for best results the beer should be stored at cellar temperature (around 55 degrees F.), as warmer temperatures may accelerate the bottle-conditioning process.

French Beer in an Appropriate Package

Citing an increased demand for beer that complements food, Merchant Du Vin of Seattle has announced the availability of Brasseurs Biere de Paris in a 750-ml "champagne" bottle. The unique package is crowned with a traditional cork and wire closure.

"We generally think of the French as wine drinkers," says Antoine Boyer Chammard, Brasseurs exporter, "Paris developed its own classic brewing style. The French capitol was famous for the rich, strong style of lager known as 'Biere de Paris' before the First World War." He notes that France, with production of 20.6 million hectoliters, is the 13th largest brewing nation.

Brasseurs has been highly-rated by the critics, Merchant Du Vin reports. The Book of Best rates Brasseurs Biere de Paris as one of the "ten best cheers in the world." In Beer: A Connoisseurs Guide, Christopher Finch describes Brasseurs as a "splendid, coppery all-malt brew with a lively spicy palate, that, not surprisingly, goes well with French food. an example of French beer at its best.

"I love dining in French restaurants," says Charles Finkel, president of Merchant Du Vin, "and, while the typical selection of wines is often excellent, often the average continental restaurant's selection of beer consists only of light lagers that don't hold up to the rich and flavorful food. Brasseurs Biere de Paris, with its golden amber color, rich taste and balanced hoppy finish compliments classic cuisine wonderfully. We choose the elegant 750-ml bottle to compete with wine, not beer." Finkel reports strong restaurant sales with the new package.

English Cider In America

Fermented "hard" cider is a long-time favorite English pub drink, and Wisdom Import Sales Co. of Irvine, CA, is working to develop a market for it in this country. The company is now importing a line of ciders produced by H.P. Bulmer Drinks Ltd. of Hereford, England. The company introduced the medium-sweet Woodpecker cider into several markets in 1990; Boston, New York, Chicago and Florida. According to Wisdom, sales of the product exceeded expectations in all markets. This year, Wisdom is introducing Bulmer's strong, dry Strongbow cider, the largest selling cider in England.

According to Wisdom, Bulmer's now produces more than 30 million gallons of cider annually. To produce the beverage, the cider fruit is milled to pulp from which the juice is pressed. The pulp is then fermented in oaken vats for four to twelve weeks, before being processed, blended and packaged.

Woodpecker Cider is available in the U.S. on draft, in four packs of 9.3-oz. bottles and in one-liter bottles. Strongbow will be offered in a one-liter bottle.

Dribeck promotes non-alcoholic brew

A non-alcoholic brew produced under the tenets of the Reinheitsgebot is offered in this country by Dribeck Importers of Greenwich, CT. According to the company, Haake-Beck is brewed from German barley, Bavarian hops and water drawn from glacial aquifers. Dribeck notes that the company also uses a proprietary yeast cultivated by Beck & Co. for over 100 years.

The company is promoting the product with a new print advertising campaign, which includes a six-month trade and consumer advertising schedule.

"The creative thrust of our advertising is quality," says Tom Schwalm, Dribeck vice president of marketing. "First and foremost, quality is a sensual experience--beer-like flavor, aroma and body. But it is also the quality moments that are appropriate for a non-alcoholic beverage."

According to Schwalm, this is the first campaign for Haake-Beck, which was introduced a year ago. "We want everyone--our distributors, retailers and consumers--to know that Beck's is committed to a family of products. Consumers can expect the same quality, purity and taste in Haake-Beck they find in Beck's, Light and Beck's Dark beers."

Negra Modelo completes expansion

As of June, Gambrinus Importing Co.'s Negra Modelo is in the process of completing a market-wide expansion. As a result, the brand has been introduced into all states in the agency's territory except Mississippi and Vermont.

In 1991, Negra Modelo will be supported by a new point-of-sale campaign featuring the tagline, "For Those Who Know." According to Gambrinus, which anticipates brand sales of 100,000 cases by year-end, the theme is aimed at those consumers who consider themselves connoisseurs of dark beer.

Gambrinus also notes that Negra Modelo has more appealing in the American marketplace because although it is a dark beer, it is well-balanced to avoid excessive bitterness.

Royal Oak echoes history

Named after a tree that King Charles II hid in to escape Cromwell's soldiers in 1651, Royal Oak Pale Ale is offered in this country by Phoenix Importers.

According to Phoenix, the ale is brewed from from pale and crystal malts. The company reports that the brew also benefits from natural carbonation. Phoenix says the product's aroma comes from dry hopping the brew with Goldings hops during the maturation period.

In taste, Phoenix says the full-bodied Royal Oak Pale Ale has a complex palate, balancing the ale's fruitiness with a crisp hop character and ending in a subtlely dry finish.

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Title Annotation:new beer products and marketing campaigns
Publication:Modern Brewery Age
Date:Jul 15, 1991
Previous Article:Brewery stocks post modest losses in second quarter.
Next Article:The global perspective: an interview with Michael Hughes, president of Guinness Import Co.

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Miller's Lite Ultra tested in Arizona, San Diego and Madison.
Genesee breaks advertising campaign this month.
Barton Beers. (New Import Products). (advertises Tsingtao Beer).
Australian craft brewer uses e-mail to recruit customers. (Weekly Specialty Beer Report).
Fischer will promote independence on July 4th.
Tempo will sell Sam Adams beer in Israel.
Miller High Life revives retro "Girl on the Moon".
U.S. brewers look for image-enhancement.

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