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Beer from around the world.

Importers introduce new brands, packaging and promotional campaigns

Weihenstephan brands now available in U.S.

Beer from the world's oldest brewery is available in the United States. Weihenstephan beers, produced by the Bayerische Staatsbrauerei (the state brewery of Bavaria) are now imported by the Bavaria House Corporation of Wilmington, NC.

Bavaria House will import four brands: Weihenstephan Original, which is described as a "full-flavored premium lager beer,"; Weihenstephan Weizenbier Crystal Clear, a golden wheat beer; Weihenstephan Hefe-Weissbeer, a Bavarian-style wheat beer sedimented with yeast and Weihenstephan Hefe-Weissbeer Dark, a dark wheat that is also sedimented with yeast.

The two hefe-weissbeers are packaged with their own yeast. According to Bavaria House, consumers can choose to pour the yeast into the glass with the beer (recommended since the yeast is an excellent source of Vitamin B) or decant the bottle more carefully and leave the yeast behind.

Bavaria House reports that the Weihenstephan brands will be available in four-packs of 17-oz. bottles, and the company also offers traditional German Weissbeer glasses for use in on-premise accounts.

The first container of the Weihenstephan brands arrived in December, and the brands are currently distributed in Georgia and in South Carolina. The company, which has exclusive rights to the brand in 25 states, is looking for new distributors, and will showcase the brand at the upcoming NBWA convention in Las Vegas.

According to Gerhard Ritter, Bavaria House vice president, wholesaler interest in the beer is high. "We have ordered several containers," he says, "and each one has been sold out immediately."

Ritter also says that early publicity has stirred interest from many consumers. "After a recent magazine article," he says, "we received numerous letters, faxes and phone calls. People seem very excited about the brand."

The historical pedigree of the Weihenstephan beers is well-founded. Beer has been produced at the Weihenstephan brewery (which is somewhat north of Munich) since 1040, and a monastery on the site continued the brewing tradition until modern times. The brewery was eventually secularized and taken over by the state, and now operates as a commercial venture. The famous German brewing college is also located in Weihenstephan, and enjoys close ties with the state brewery.

Tecate Light introduced in U.S.

Wisdom Import Sales Co. has announced the U.S. introduction of Tecate Light Premier Beer. According to the importer, the brand was launched in Mexico in December, and was introduced into a seven-state area of the U.S. in June.

Wisdom reports that the brand has become a "national sensation" in Mexico, and has risen to the position of number-one selling light beer in that country.

"To date, the brand has exceeded the brewery's sales expectations in all regions of Mexico where it has been introduced," said John Lennon, Wisdom's vice president of marketing. "And we at Wisdom are very optimistic that Tecate Light Premier will achieve major success in the U.S. market as well."

According to Lennon, the product is a golden lager beer, with 110 calories per 12-ox. serving. "It's an excellent tasting product," he says, "with a rich, full flavor that sets it apart from most light beers. It is a light beer with real import beer flavor and character."

The brand was officially launched June 2 at distributor kick-off meetings held in California, Colorado and Texas. Additional kick-off meetings are scheduled in Arizona, New Mexico, Nevada and Illinois. "These seven states represent the strongest sales regions for Tecate beer," Lennon said, "and we believe Tecate Light Premier will earn good placement and trial based on the popularity of our flagship brand in these markets. These states are also the leading markets nationwide in per-capita light-beer consumption, so we see a very strong potential for our Tecate Light Premier."

Tecate Light will be supported in its introduction with outdoor and print advertising, tags on Hispanic TV commercials and an array of point-of-sale materials, including table tents, case display cards and banners. Merchandising support includes T-shirts, golf shirts, caps, umbrellas and other items.

The brand will be available in 12-oz. long-neck bottles and in a new 12-oz. fluted silver cans.

Pricing on Tecate Light will be identical with Tecate Beer, according to Lennon. Initially, six-pack presentations of cans are being introduced, with bottles to be available July 1. A 12-pack can package is scheduled for introduction in August.

Tecate Light Premier is brewed by Cerveceria Cuauhtemoc, S.A., headquartered in Monterrey, Mexico.

Murphy's Irish Stout on draught

Murphy's Irish Stout is now available in 13.2-gallon kegs in all of importer Van Munching & Co.'s major markets. "The brand is experiencing major growth, albeit from a small base," says Philip Van Munching, the company's director of corporate communications. "Murphy's is positioned as an alternative to the bitter stouts that American consumers have been slow to accept."

The brand is produced at the Lady's Well Brewery in County Cork, a brewery owned by Heineken. The stout has been produced at that brewery since 1856, and has developed a considerable following in its native Ireland. The noted English beer critic Michael Jackson calls Murphy's "an excellent dry stout...firm-bodied, with a roasty character."

According to Van Munching, the brand will be available in "draught-flow system" cans beginning in the late fall.

Caribe relaunched

The Caribe brand, originally introduced into the U.S. market several years ago, has now been reintroduced by Domaine Cellars Inc. of Houston, TX.

According to a spokesperson for the brand, Caribe was not sold for a period of several months in order to "cleanse" the market. The product will be relaunched this summer.

The brand is brewed and bottled by the Caribbean Dev. Co. of Trinidad. According to the brewery, Caribe is brewed to an original gravity of 10.043, with alcohol content of approximately 3.5% by volume. The beer is produced primarily with malted barley, although a small percentage of locally-produced sugar is also used in the brew.

Caribe will be available in cases of 24 12-oz. bottles, and will be offered in the traditional package, a clear bottle with a multi-colored applied-ceramic label.

Scaldis Ale introduced

A strong ale from Wallonia, the French-speaking part of Belgium, is now available from Vanberg & DeWulf of Cooperstown, NY. Scaldis Belgian Special Ale is produced by the Duboisson Brewery, located in the hamlet of Pipaix. The brewery has been in operation since 1769, and its Scaldis (called Bush 12% in its home market) is the strongest beer made in Belgium (12% alcohol by volume).

Michael Jackson, the well-known English beer critic, notes, "For a beer of this strength it is not at all cloying. It has chewy but nutty maltiness and a superb balance of clean, dry, aromatic hoppiness in the finish, with the Goldings influence very evident...It is dry enough to be regarded as an aperitif."

According to Vanberg & DeWulf, three different malts are used in Scaldis, and the beer achieves its alcohol level through ordinary fermentation (without recourse to evaporating or freezing out water in the brew).

Vanberg & DeWulf report that Scaldis is an excellent compliment to many foods, and Belgian chefs have long valued its contribution to many dishes. "Beer has long been intricately interwoven into the cuisine of Wallonia," says Wendy Littlefield, co-founder of Vanberg & DeWulf, "and Scaldis is excellent with veal chops, among other things.

"Because of its strength," Littlefield says, "many Belgians choose to have it as an after dinner drink. Settle into an armchair with a good book and Scaldis."

Holsten Alcoholfrei launched in five states

The Holsten Import Corporation of Tarrytown, NY has announced the launch of Holsten Alcoholfrei in NY, CA, MI, CT and GA. According to the importer, the new brand is produced using a brewing process that results in 0.0% alcohol by volume.

"The launch will be supported by strong point-of-sale material," said M. Neidhar, Holsten Import Co. executive vice president, "including shelf-talkers, bulls-eyes, price cards, cold-box stickers and floor displays."

Holsten reports that the Holsten Alcoholfrei brewing process differs from the methods used by competitors in several important respects. Fermentation is initiated and then interrupted after a specific time, and the beer undergoes a process to remove any alcohol created. This process removes even residual alcohol, Holsten says, so that even Muslim countries will accept the beer as alcohol free.

"In essence," said a Holsten spokesperson, "the Holsten process belongs to the group of thermal processes but makes use, not of vacuum distillation, but of the desorption principle. Here the alcohol is removed by gas from the beer in a counter-current process. The reaction takes place without a vacuum but at the same temperatures as for vacuum distillation.

"The option of being able to conduct this process without beforehand separating off the yeast, gives the possibility of retrospectively producing typical beer flavors through the metabolic workings of the yeast, which with all the other |non-alcoholic brewing~ processes are removed with the alcohol.

"A further procedure," the spokesperson said, "the addition of pure water steam to the air, allows the qualitative disadvantage of all other alcohol removal processes to be overcome."

As a result, Holsten, says, the product requires no dilution and suffers no qualitative damage to the structure of the beer. Holsten Alcoholfrei is brewed to an original gravity of 7.20 percent with 0.0% percent alcohol by volume. The beer boasts 28 EBC bitterness units. Holsten Alcoholfrei is available in 11-oz. bottles or 17-oz. cans.

Saison Dupont

A rare Belgian ale called Saison Dupont is now available from Vanberg & DeWulf of Cooperstown, NY. The beer is produced at a very small artisanal brewery in Tourpes, in the Hainaut province of Wallonia (the French-speaking part of Belgium).

The ale has received the coveted four-star "world classic" rating from beer critic Michael Jackson, who describes it as an ale with a "big bouquet, dry, peppery fruitiness and great complexity."

In his book, The Great Beers of Belgium Jackson reports that Saisons are the "most endangered species" among Belgian beer styles. The ales are produced at very small breweries, and he notes that Saisons are little known outside the region. Jackson says that Saisons were "originally made in the winter then laid down to be drunk in the summer. They had to be sturdy enough to last for months but not too strong to be quenching and refreshing in the summer."

Jackson says Saisons are "traditionally an orangey color...with a dense, rocky head. They are top-fermenting and bottle-conditioned...They are usually presented in Champagne-style bottles, and they have a refreshing carbonation and crispness...Their accent is towards fruitiness, often with critic notes; they are sometimes spiced and usually well-hopped."

As Jackson described, Saison Dupont is packaged in a corked champagne bottle. Vanberg & DeWulf reports that the beer is dry and well-hopped, to match well with oysters, and other seafood, with fowl and pates. According to Wendy Littlefield, of Vanberg & DeWulf, Saison Dupont "is the ultimate picnic beer."

Austrian wheat beer from Phoenix

Phoenix Imports, Ltd. of Ellicot City, MD, is importing a line of Austrian wheat beers brewed by the Hofbrau Kaltenhausen in Salzburg, Austria. The Edelweiss Weizenbier line includes a Hefe-Trub, a Dunkel and a Kristallklar.

According to Phoenix, the Hefe-Trub is the original style, bottled with its natural brewing yeast. The brand is produced using twice as much wheat as barley malt in the brew. It is lightly hopped, Phoenix says, and has a "distinctive, rich fruity and refreshingly smooth flavor." According to beer critic Michael Jackson, the style "has long been enjoyed" in its native Salzburg.

The Edelweiss Dunkel is brewed with a darker barley malt, Phoenix notes, which adds a touch of sweetness. The importer says that "this is perhaps the lightest dark beer on the market." The Dunkel is also bottled with it brewing yeast. In a review of the beer, Michael Jackson called it a "complex beer with dense head, lavish lacework, a sweet start, toasty maltiness and a lemony tartness to the finish."

The third member of the Edelweiss trio is Kristallklar, a hefe-trub beer with the yeast filtered out. According to Phoenix, this beer "retains the authentic flavor of its origin and is usually served with a slice of lemon."

The brands are brewed to 12.7 degrees Plato, with an alcohol content of 5.44%.

Buckler gets new promotional campaigns

Buckler non-alcoholic brew, imported by Van Munching & Co., Inc., is the beneficiary of several new promotional efforts. "Live radio advertising in the Northeast is generating strong interest in the brand," says Phillip Van Munching, the importer's director of corporate communications, "and a new sampling program is generating good off-premise traffic. We call this sampling program "Tasting is Believing," and clearly the customer agrees."

According to Van Munching, the tasting program is currently employed in Baltimore, Boston, Los Angeles, Miami/Fort Lauderdale, New York/New Jersey and Washington, D.C.

Van Munching reports that the new programs seem to be having an effect. "Buckler is experiencing break-out success this year," he says, "and sales are well into the double-digits so far in '93."

Van Munching says that the brand will be available in cans in the Northeast this summer.

Paulaner Premium Pils introduced

Paulaner-North America Corp. of Englewood, CO, has announced the introduction of Paulaner Premium Pils in the U.S. market. The importer says Paulaner Pils is the "crown pils of Munich and a recognized leader of the style."

Paulaner says that the beer is "bright, crisp and light in taste, with the traditional dry, hoppy Pils finish."

The new brand is brewed to the Reinheitsgebot standard, with malted barley, yeast, water and saaz and hallertau hops. The brand is brewed to an original gravity of 1051, with 4.1% alcohol by weight.

The introduction of the Premium Pils coincides with a new national promotional campaign by Paulaner-North America for the Paulaner brands. The campaign uses the theme, "Paulaner...Good taste runs in the family," and promotes the Paulaner portfolio as a family of brands. Established Paulaner markets are receiving both radio and outdoor advertising, with all markets supported by point-of-sale materials using the "Good taste runs in the family" theme.

The Paulaner brand family now includes Paulaner Salvator dopplebock (rated by the critic Michael Jackson as a four-star world classic), Paulaner Munchner, Oktoberfest, Hefe-Weizen and Thomas Brau non-alcoholic.

Paulaner has also bolstered its ranks with new personnel appointments and obtained the importation rights for Hacker-Pschorr brands in the Western and New England states.

Boon Lambics available in U.S.

Vanberg & DeWulf, an importer based in Cooperstown, NY, will import a line of lambics produced by Franck Boon, brewer at Brouwerij Boone, in Belgium's Senne Valley. According to Vanberg & DeWulf, Boon is considered to be "the leading revivalist brewer in Belgium today."

The Boon lambics include Framboise, a raspberry lambic; Kriek, a cherry lambic; Gueze, a blend of old and young lambic and Faro, a mixture of ale and lambic.

Lambic is an unusual "spontaneously-fermented" product that is produced in one particular Belgian Valley. The process of spontaneous fermentation involves the introduction of wild yeasts into a wort. Once impregnated, the product is aged in in wooden casks. Since the wild yeasts introduce an element of unpredictability into the brewing process, the resulting lambics are typically blended. "Blending is the key to making fine lambics," says Don Feinberg, president of Vanberg & DeWulf, "knowing which casks are superior, when to take beer from the cask, and in what proportions to have a classically tart but not bitter flavor that the best lambics have."

"Franck Boon is remarkable for making completely traditional products, and yet having the softest and most drinkable lambics," Feinberg says. "They are tart and crisp, but with none of the acidic bitterness that some of the traditional lambic brewers have made their mark of authenticity. Franck believes that lambic does not have to be harsh to be genuine."

Boon's products received mention in Michael Jackson's book The Great Beers of Belgium. "In Lembeek," Jackson writes, "the revivalist lambic brewer Franck Boon makes an aromatically fruity, almost lemony unblended product."

Vanberg & DeWulf recommends lambics as aperitifs, and notes "they are elegant and sparkling like champagne."

In addition, the importer recommends the use of lambics in cooking, noting that "among all the beers in the world, the most exciting to cook with are the lambics. We would go so far as to say that these beers ought to be in the larder of every serious chef in America."

Bass Ale repackaged

Bass Ale has developed new six-pack packaging and a 20-oz. bottle for the brand. According to the Guinness Import Co of Stamford, CT, the six-pack carrier now plays to the brand's 18th-century heritage and the 20-oz. bottle is intended to increase product exposure.

"We are very excited about our repackaged six-pack carrier and our new 20-oz. bottle," says Eric Ravett, group marketing manager for Guinness Import Co. "Bass Ale's new packaging reinforces the product's core values and traditions, and offers consumer's stronger product sampling opportunities. We will continue to deliver the finest ale, while adapting to market demand."

According to Guinness, the company looked at consumer consumption and examined current and competitive packaging to determine shelf-presence. The company also says that it conducted extensive packaging research throughout the country to develop the new carrier's look and 20-oz. bottle design.

The new six-pack carrier features a pub scene illustrated in brown and beige colors, similar to a sepia-tone photograph, on the carton. "The new carrier has a classic, more up-scale look," Ravett said.

The 20-oz. bottle, while larger than its 12-oz. counterpart, maintains the same traditional look, the company says. "Bass Ale created the 20-oz. bottle in response to market demand, says Ravett. "Today, consumers want the best product at the best possible price. Bass Ale responded by packaging its product in a larger bottle with a competitive price-point."

Belgium's Rodenbach from Vanberg & DeWulf

Rodenbach, a much-praised Belgian Red Ale, is now imported by Vanberg & DeWulf of Cooperstown, NY. "Rodenbach is universally considered the quintessential example of the |red beer~ type and one of the most exquisite beers in the world," says Don Feinberg, president of Vanberg & DeWulf, "among cognoscenti, Rodenbach is held in the highest esteem."

Rodenbach is brewed from four malts: pale summer barley, two and six-row varieties of winter barley and a reddish crystal malt sometimes called Vienna. The brewers also add Brewers Gold and Kent Goldings hops, and five different yeast strains are used in the brewing.

"The world's most refreshing beer," writes Michael Jackson in his Great Beers of Belgium, "There is both a sharpness and a restorative quality about these beers. Perfect after a game of tennis."

According to Jackson, the beers are aged in wooden casks for up to two years, and develop a characteristic "sour" taste. "The sourness derives in part from the top fermenting yeast, a blend of three strains that has been in the house for 150 years, and from cultures resident in the wooden maturation turns."

Don Feinberg reports, "The beers are a deep garnet, with a notably vinous nose and dry fruity flavor. Few beers are as refreshing and fewer still can be so closely compared in flavor with wine."

According to Vanberg & DeWulf, Rodenbach can also serve a variety of gastronomic roles: as a batter ingredient, a stock supplement, a sauce ingredient or a marinade. "The beer is so esteemed by cooks that the brewery publishes a compendium of the best recipes inspired by Rodenbach," Feinberg says.

Labatt's breaks radio ads for Moretti

Labatt Importers of Darien, CT has announced the creation of a new radio campaign to advertise Moretti Beer. According to the importer, the commercial will target consumers "who love Italian food."

The 60-second spots feature Marco Moretti, a member of the Moretti family. Marco's family founded and operated the Moretti Brewery until it was purchased by Labatt, and Marco now serves as brand manager for Moretti Beer in the U.S.

"I was glad to be involved in making the commercial," Moretti says, "in Italy, Moretti often takes the place of wine at dinner. Moretti is a wonderful complement to Italian cuisine, and I am very happy to be helping Americans discover this italian treasure."

The new radio commercials have been airing in major markets, including New York, Chicago and San Francisco.

Pub Draught Guinness supported with new campaign

A new advertising campaign has been created for Pub Draught Guinness by Weiss, Whitten, Carroll, Stagliano, Inc. of New York. The campaign is built around the theme, "What's just like a keg, but easier to carry?" and will support the national roll-out of the Pub Draught brand.

According to the Guinness Import Co. of Stamford, CT, the campaign illustrates the analogy between draught Guinness and the new canned Pub Draught Guinness. "Our advertising challenge is to let our consumers know that Pub Draught Guinness features the same full-bodied stout that comes out of the draught Guinness taps," said Cynthia Crean, associate brand manager, Pub Draught Guinness. "With Pub Draught Guinness, our consumers can now enjoy the great taste of Guinness Stout at home or in their favorite pubs."

According to the Guinness, the campaign is part of a larger effort to position Guinness Stout as the world's most satisfying beer, while giving levity to the brand. The Pub Draught Guinness ads have the same look and feel, the company said, and both use the same shots of a pint of stout.

"We wanted to give the Pub Draught Guinness advertising the character, confidence and with similar to that of the advertising for Draught Guinness, said Marty Weiss, creative director for Weiss, Whitten, Carroll, Stagliano. "We wanted to grab the audience's attention, while at the same time getting across the distinct product benefits."

Grolsch Party Can

New in '93 is the Grolsch party can. The package contains five liters of Grolsch Premium Lager, the pilsner-style beer brewed in western Holland.

According to the brewer, Grolsch is brewed using two-row European spring barley, and is lagered for 10 weeks. The beer is not pasteurized prior to packaging. Instead, the beer is cold-filtered three-times before it is bottled. Grolsch contains 5.0% alcohol by volume.

The beer critic Michael Jackson notes that the brand has become something of a "cult beer, first in the Netherlands, and more recently in export markets." Jackson also reports that the beer "has a hint of new-mown hay in the nose; a soft, fluffy body; and a dryish palate."

On a related topic, Grolsch recently released a pamphlet called "Beer 101." The publication contains a brief lexicon of beer terms, from "adjuncts" to "zymurgy." The pamphlet also includes an interesting fact about Grolsch. Apparently, the swing-top bottle has endured because, "in a frugal and Calvinistic culture, the ability to re-seal a bottle meant that the user was neither a glutton nor a drunk who consumed a 'whole' bottle at a time."

Labatt's launches reggae ad

The specialty import division of Labatt Importers has announced a new sixty-second radio commercial for Red Stripe. The commercial will include music by the Wailing Souls, a Jamaican harmony duo recently nominated for a Grammy award.

According to Labatt, the radio campaign was conceived and written by Red Stripe's advertising agency, Rotando Lerch & Iafeliece, just before the Wailing Souls received their Grammy nomination. The ad uses the same music and arrangement as one of the hit songs from the nominated album, although the lyrics were rewritten for Red Stripe.

"The 'in' beer of 1993 is turning out to be Red Stripe," says Marco Moretti, brand manager for Red Stripe at Labatt's Specialty Import Division. "it is a high-quality beer that is finding its own special audience with American beer drinkers; reggae music is helping capture that niche.

"A lot of people love reggae music," Moretti continues, "and the Wailing Souls have a definite following. We want Red Stripe to ride the crest of reggae's reemergence onto the American alternative music scene and we think the Wailing Souls are a terrific vehicle to achieve that goal."

The new radio commercial will air in major markets, including New York, Los Angeles, Boston, Atlanta and Miami.

New Spaten Octoberfest package

According to Spaten West of Brisbane, CA, the company is adding a new 17-oz. bottle of Spaten Octoberfest to its product line this summer. The new package bolsters Spaten West's line of bottom-fermented Spaten beers, which include Spaten Premium Lager, Optimator, Pils, Premium Bock and Octoberfest.

According to Brian Owen of Spaten West, the company's line of Franziskaner top-fermented wheat beers will also include new brand offerings. "The Franziskaner line is strengthened by the addition of a Hefe-Weiss Dunkel or Dark Wheat beer," Owen says. "It is also hoped that a Kristall or Clear wheat beer will be added before the year ends."

Owen also reports that Spaten West will test market a draught wheat beer in select U.S. markets.

Maccabee returns to U.S. market

Maccabee Beer, the only beer produced in Israel, is now being imported by Vintwood International, Ltd. The company has secured distributors in twenty-one states, and is seeking distributors in the remaining states.

According to Frank Gentile of Vintwood, Maccabee is a bottom-fermented, Pilsener-style beer, brewed to an original gravity of 12 degrees. "It is, as you would expect, kosher," Gentile says.

"Stone" beer from Bavaria

Described by beer critic Michael Jackson as one of the "world's oddest specialty beers," Rauchenfels Steinbier is now available through Edelberg, Inc., of Melbourne, FL. The "oddness" of Steinbeer is a result of the brewing method, a centuries old process in which stones are heated until red hot and then submerged in the brewing vessel. The malt sugars carmelize onto the stones, and then the beer and stones are aged together for 100 days.

The method dates from the days before metal cooking vessels, when the stones were used to heat the wort. Today, the stones come into play in the aging tank, when the malt sugars coating the stones trigger a secondary fermentation. The process had died out in modern times, until it was rejuvenated by the Rauchenfels Steinbier Brauerei, a small brewery in Neustadt, near Coburg, Germany. The successful reintroduction of the process was based on locating stones that could stand temperatures of up to 2,192 degrees Fahrenheit. The brewery found a quarry to supply graywacke stones, which could stand the temperatures involved, and the "stone" beer brewing process was reborn.

Jackson rates Rauchenfels Steinbier as four-star "world classic," and says that it has a "smoky palate, less dry than smooth, with a long, rounded finish." The beer is packaged in half-liter bottles with a ceramic swing-top closure.

New P.O.S. for Northern Goose NA

Northern Goose Super Light Brew is billed as the "original" imported Canadian non-alcoholic by its importer, P.M. Importing & Trading Co. of Stamford, CT. According to company president Phillip Miller, the brand recently received plaudits in the Canadian Press. "In 1992 the Toronto Star conducted a blind taste test of non-alcoholic beers," he said. "The top-rated Canadian beer was Northern Goose. We will be featuring our top rating in forthcoming advertising."

Miller has announced a new P.O.S. campaign for the brand, which will include the tag-lines "choose the goose" and "you can't brew beer any lighter."

According to Miller, alcoholic content for the brand is less than one-half of one percent.

New brands in Hacker-Pschorr portfolio

The Paulaner-North America Corp. of Englewood, CO, has announced the restructuring of the Hacker-Pschorr portfolio in some parts of the country. The move follows Paulaner's recent acquisition of importation rights for the brands in the Western and New England states. G. Heileman continues to handle the brands in the Midwest and the Southeast.

According to Jeffrey Coleman, president of Paulaner-North America, the Hacker-Pschorr portfolio has been buttressed by the addition of Pschorr-Brau Dark Weiss and Hubertus Bock beer.

The Pschorr-Brau Weisse-Dark is brewed to an original gravity of 1048 with 60% wheat, 40% barley, yeast, water and hallertau hops. The Hubertus Bock is brewed with malted barley, yeast, water and hallertau hops to an original gravity of 1067.

In addition, Hacker-Pschorr Munich Lager has been re-labeled, and now carries its authentic Munich name and label, "Hacker-Pschorr Edelhell."

Jubel Beer from Germany

A new brand from the Privatbrauerei Franz Joseph Sailer has been introduced by Edelberg, Inc. of Melbourne, FL. The new brand is Jubel Beer, described as a year-round "fest" beer.

Edelberg describes the brand as "an amber-colored beer which falls between 'export' and 'festbier' in style. Edelberg reports that Jubelbier is a bottom-fermenting beer that is allowed an extra fermentation period, giving it a higher alcoholic content. Edelberg reports that the beer contains 5.5% alcohol by volume.

The beer is packaged in a brown 16-oz bottle with a porcelain swing-top closure and a glass handle.

Royal Extra Stout available

Domaine Cellars of Houston, TX, offers Royal Extra Stout, a "sweet" stout that is produced by the Carib Brewery of Trinidad.

The traditional sweet stout style typically includes milk sugars that give it a sweeter character than the more common "dry" stouts. In the case of Royal Extra Stout, the beer is brewed using malt, hops and sugar, and then cold aged and filtered. At that point, a proportion of "R.E. Prime," a mixture of caramel and invert sugars, is added. The stout is brewed to an original gravity of 1.068, with an alcohol content of approximately 6.6% by volume.

The beer writer Michael Jackson calls sweet stouts "a soothing restorative," and notes that the style is popular in Great Britain and the Caribbean.

Royal Extra Stout is available in cases of 24 10.14-oz. bottles.

Julius Echter Weissbeer re-labeled

A new label has been developed for Julius Echter Weissber, a Bavarian Hefe-Weissbeer imported by St. Killian Importing Co., Inc. of Kingston, MA.

The Hefe-Weissbeer is produced by the Wurzburger Hofbrau in Wurzburg, Germany, and is described by critic Michael Jackson as a "fresh, plummy" brew.

According to the brewery, Julius Echter Hefe-Weissbeer is produced using 70% wheat malt and 30% barley malt, with Hallertau hops. The beer is fermented with a top-fermenting yeast for seven days in an open fermenter at cold temperatures, then stored for four weeks in a deep "lager" cellar. The beer is filtered and mixed with fresh wort and bottom-fermenting yeast in a mixing tank. The beer is then immediately packaged in 16-oz bottles, and a secondary fermentation occurs in the bottle while it is stored in a maturation vessel for about seven days at a temperature of 77 degrees Fahrenheit. Afterwards, the beer is cooled for 24 hours, to "allow the yeast to settle in the bottle."

According to Wurzburger, Julius Echter Hefe-Weissbeer is made with a recipe that dates back to the 19th century. "Very few German brewers make their weissbiers with the original bottle fermentation," a brewery spokesperson says, "since bottle fermentation is more expensive. However, this method, with live yeast, has the best taste, and is better for the health of the drinker (being high in vitamin B)"

Carib Shandy offered

A bottled shandy is now available from Domaine Cellars of Houston, TX. Carib Shandy is brewed and bottled by the Carib Brewery of Trinidad.

Shandy, or Ginger Beer, was once very popular in great Britain, and remains so in the Caribbean basin. The beverage, which was the predecessor of today's Ginger Ale soft drinks, is a blend of lager beer and ginger.

To produce shandy, sugar is added in a predetermined volume in the boiling kettle and boiled until it attains a casting gravity of 1.048. The sugar syrup is then chilled, and transferred to another vessel, which contains volumes of ginger extract, citric acid and capsicum. The blend is then transferred to a storage vessel containing finished beer. The Shandy mixture is then filtered, carbonated and pasteurized.

According to the producer, the finished Carib Shandy boasts a "clean, ginger flavor," and its appearance is "clear and golden."

The Warsteiner "Team"

The Warsteiner Importers Agency is promoting its brands as the "Warsteiner Team," a line-up that includes Warsteiner Premium Verum, Warsteiner Premium Light and Warsteiner Fresh.

Warsteiner Premium Verum is described in the campaign as the "Number-one selling beer in Germany," with over 33,000 draft accounts worldwide. Warsteiner is a pilsener beer, which is described by beer critic Michael Jackson as having "a light hop bouquet, a dry palate and a moderately bitter finish." The brand is brewed according to the Reinheitsgebot standard and contains 4.8% alcohol by volume. The brand is available in 12-oz. bottles, 16.9-oz. bottles, five-liter cans, 30-liter kegs and 50-liter kegs.

Warsteiner Light contains half the calories and half the alcohol of the Premium Verum (It has 91 calories and is 2.4% alcohol by volume). The brand is produced to Reinheitsgebot standards, using a blend of European two-row and six-row barley, and employs Hersbrucker, Perle Northern Brewer and Brewers Gold hops. The brand is available in 12-oz bottles and 30-liter kegs.

Warsteiner's non-alcoholic entry is the Premium Fresh. According to the brewery, the brand is "brewed to be a beer and then the alcohol is removed so that you get the satisfaction of full taste."

Like its pilsener and light cousins, Fresh is brewed to the Reinheitsgebot standard, and contains less than 0.5% alcohol by volume and 80 calories per 12-oz. serving.

Beck's reports "recipe for perfection" program

This summer, Dribeck Importers has launched its "Recipe for perfection" promotion in off-premise accounts nation-wide.

According to the importer, the campaign includes dramatic, attention-getting point-of-sale materials, including Weber barbecue grills and Beck's recipe booklets. Dribeck's says that the point-of-dale materials will "maximize the program's off-premise success.

The promotional pieces include three-dimensional easel-back displays with Weber mini-grills, 2-1/2-inch x 8-inch bottle neckers and 3-1/2-inch x five-inch Beck's gourmet cuisine booklets. The booklets are displayed inside a pocket located on the displays, and include coupons for a variety of grilling and cooking accessories.

Gambrinus reports strong sales growth

According to the Gambrinus Company of San Antonio, TX, the importer outpaced import category growth with sales of Corona last year.

"The Gambrinus Company has produced continued growth for these brands--even when the import category as a whole was down," said Ron Christesson, Gambrinus director of marketing. "With imports up only five percent in 1992, we've outpaced our category with increases of 13 percent for Corona and Corona Light."

According to Christesson, Gambrinus has been able to improve the brand's "consumer positioning" and develop new marketing approaches for the products. "Targeting the consumer is not enough anymore in this industry," he says, "sales promotion directed to the distributor and retail trade sells cases and creates customers. At Gambrinus, we focus on creating a 'meaningful opportunity' for our distribution system to sell our portfolio of brands year-round."

Gambrinus reports an increase of 60 percent for Negra Modelo in 1992, a 144-percent increase for Modelo Especial and a 60-percent increase for Pacifico Clara.

Whitbread & Mackeson imported

The Hudepohl-Schoenling Brewing Co. of Cincinatti, OH serves as exclusive importing agent for Great Britain's Whitbread Ale and Mackeson Stout.

According to the company, Whitbread Ale is a premium English pale ale, brewed with all-malt grist and a "subtle mix of Fuggle and Golding variety hops." The brewers use artesian well water and their own strain of yeast to produce the brand.

Mackeson Stout is described as a "rich dark stout with a velvety smooth texture." According to the brewer, the brand is produced using a high proportion of roasted malts to give it a "roasted, chocolately" flavor. In addition, "a high hop rate adds a touch of bitterness, allied with the lactose and caramelized sugars to produce the distinctive palate and strong character." Beer critic Michael jackson has called Mackeson the "definitive sweet, or 'milk' stout.

Antarctica Brazilian beer imported

The Cap Beverage Co. of Silver Spring, MD imports Antarctica, a Brazilian lager beer. The beer is produced by the Companhia Antarctica paulista, a brewery that was founded in 1891.

According to the brewery, Antarctica is a pilsner-style beer brewed from a blend of three specially-grown two-row barley malts. The beer is brewed to an original gravity of 12 degrees and incorporates a combination of Spalt and Saaz hops from Germany and Cascade hops from the U.S.

"Companhia Antarctica Paulista currently sells 35 million hecto-liters of beer annually, making it one of the largest breweries in the world," says Wilson Antunes, president of Cap Beverage Co. "We invite America to join the rest of the world and see what a great beer tastes like."

Dortmunder Union Beers available

Dortmunder Union beers are now imported by Brau und Brunnen of Englewood, CO. The beers are brewed in the noted Dortmunder-style, a type of amber-colored beer that developed in Dortmund, Germany during the 19th century.

According to Brau und Brunnen, "The Dortmunder Union bottom fermentation process and the light color of the beer have become renowned throughout the world. After brewing and fermentation, the beer matures in large storage tanks for a period of three months. This time-tested and unhurried brewing process, together with modern equipment and the skill of the brewmasters, are the guarantee for the high quality of the Dortmunder Union beers."

Dortmunder Union Original is brewed to an original gravity of 12 degrees, with an alcoholic content of 4.0% by weight.
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Publication:Modern Brewery Age
Date:Jul 12, 1993
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