Blog Entries Tagged as brewing

Farm to Bottle

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Category: General Blogs  |  Tags: brewing

Craft brewers across the country have been known for their embrace of all things local and that dynamic has manifest itself further in New York City with the launch of Brooklyn Brewery’s Greenmarket Wheat. The brew, inspired by the Belgian wit style, is the result of Brooklyn’s collaboration with non-profit environmental group GrowNYC, which, among other activities, helps build community gardens and runs New York City’s best-known greenmarket in Union Square. The effort involved working closely with New York State farmers and malters.

The collaboration is result of New York Gov. Mario Cuomo’s 2012 Farm Brewery License legislation aimed at expanding the growth of craft breweries and increasing demand for locally grown products to brew beer across the state.

Greenmarket Wheat, which is brewed from 70 percent New York State-grown wheat and barley and packaged in a 750 ml cork-finished bottle, will be available on Wednesdays and Saturdays at the Union Square Greenmarket and at Riverpark, chef Tom Colicchio’s restaurant where the beer was first poured during an unveiling event Wednesday afternoon. There are also plans to sell it at Whole Foods locations and other restaurants in the city interested in serving Greenmarket Wheat.

During Wednesday’s launch event, Brooklyn Brewery co-founder and president Steve Hindy described the path to making Greenmarket Wheat a reality.

“There is a demand for local produce, locally produced products and locally grown commodities and foods, but seven years ago you couldn’t get the grain to make this beer,” Hindy said. “Things have changed in the meantime thanks to the work of GrowNYC and the wonderful greenmarkets. [The markets are] such an incredible addition to the community in New York. There are people I see on Saturdays at my greenmarket whom I don’t otherwise run into. It’s not just a great place to buy your vegetables and your greens and everything else, it’s a great place to run into friends and it really creates a sense of community…The greenmarkets bring the bounty of New York to New York City and with this beer we’re supporting farmers upstate who are growing grain and providing a market for them.”

Hindy credits famed graphic artist Milton Glaser, who designed Brooklyn Brewery’s logo, as well as the iconic “I Love NY” logo, with bringing the brewery and GrowNYC together on the project. Glaser is a regular at the city’s greenmarkets and was also on hand at the unveiling.

“I’ve seen the city change so much in my time and one of the great changes in the city in terms of quality of life is the curious intersection of brewing and farming,” Glaser said. “Saturday morning is the time that my wife Shirley and I go out to start our day by going to the greenmarket…It’s a fabulous way to start our day and has so much improved the quality of civic credibility and comfort…I appreciate both the opportunity to continue to work for the Brooklyn Brewery and the greenmarket because of the common purpose of making feel good about being here and affectionate towards one another.”

Greenmarket Wheat uses raw wheat from North Country Farm in Watertown, N.Y., wildflower honey from Tremblay Apiaries in Chemung County, N.Y. and pilsner barley malt from Valley Malt in nearby Hadley, Mass. Malting only recently returned to the region.

“Throughout history there have been maltsters in any community where people grew grains and people drank beer,” noted Valley Malt owner Andrea Stanley. “And recently has that disconnect gone farther and farther away from where many of us live. And so in 2010 when we wanted to start using local grains in our home brewed beer, we found out that the closest malt house was in Wisconsin and we needed to grow a railroad car worth of grain if they were going to malt it for us. We decided that maybe we would step forward and maybe reconnect this part of our local food system.”

Right now, Brooklyn Brewery’s Hindy said, supplies of Greenmarket Wheat are only limited by the availability of local ingredients. “Really the only thing that’s going to prevent us from selling a lot of the beer is ensuring that we can get enough grain to brew it,” he said.

Brooklyn Brewery vice president and brew master Garrett Oliver says he hopes to be able to eventually boost the already high percentage of local ingredients used.

“We’ll keep the label saying 70 percent,” Oliver said, “but I’d like to be able to get to 80 percent, 90 percent and eventually 100 percent New York State-grown ingredients.”    

Let the Games Begin: BevStar 2013 Call for Entries

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Category: General Blogs  |  Tags: brewing

With the dawn of a new year comes a new chance for your brand to shine. Whether you're playing in the alcohol or non-alcohol space (or both even), you are cordially invited to submit your product to our third-annual BevStar Awards competition. It's our annual celebration of innovation across all of the major beverage categories. And the best part? It's absolutely free to enter, aside from whatever shipping costs you need to incur to get a sample of your product to our judging team.

Since this is about innovation, we ask that your product be new(ish). That means it should have been launched no earlier than Sept. 2011. If it hasn't been launched yet, that's fine. As long as you've got a product, a package and a plan to roll it out before summer 2013, it's eligible. (The product has to exist. Ideation is great, but execution is critical.)

Once again, we'll be awarding gold, silver and bronze awards in the following categories:

• Carbonated Soft Drinks

• Water/Enhanced Water

• Functional Beverages (including sports drinks, but not including energy drinks—those get their own category. We got a ton of energy entries last year.)

• Energy Drinks

• Beer

• Mead, Cider and Sake

• Wine

• Spirits

• Ready-to-Drink Tea & Coffee

We'll also present special achievement awards for marketing innovation, social media initiatives and environmental sustainability.

To enter, please e-mail the following to bevstar@beverageworld.com :

1. Product Name

2. Parent Company Name

3. Contact Info (address, phone & e-mail)

4. High-resolution product image

5. A brief description of the product and why you believe it should win a BevStar award.

6. The names of any packaging, label design, ingredient and branding companies or individuals that helped develop or market your product.

If your product passes the written test, we'll send you instructions on where to ship product samples for the practical test. We ask that you limit the samples to one bottle/can/carton/etc. per product entered.

Keep in mind, tasting is only one component of our selection process. Your product has to offer the whole package, which includes, well, the package and its overall market positioning.

The submission deadline is March 1. Winners will be notified by June 1 and we'll showcase winning products in the July 2013 issue of Beverage World.

If you've got any questions you can e-mail me directly.

We're looking forward to your entries!

 

 

 

 

Reverse Consolidation?

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Category: General Blogs  |  Tags: brewing

In the course of putting together our annual Forecast issue (the fun begins with the rather foreboding cover item on energy drinks on page 32), it’s often a tricky task to put a fresh spin on certain categories that, year after year, seem to have been performing more or less the same, give or take a volume percentage point here or there. And when the outlook for the coming year is for more of the same, it’s a mixed blessing: It’s a good thing because those doing the forecasting have a smaller chance of being wrong when performance has been so consistent and bad because those of us tasked with writing about such projections have to figure out a way to not keep repeating ourselves.

The category of which I speak, of course, is beer. To borrow a phrase from Led Zeppelin, the song remains the same: Beer’s going to keep losing alcohol share to wine and spirits, the overall market’s going to be flat or, at best, grow at a dying snail’s pace, but the craft segment’s going to continue to enjoy low double-digit growth in both volume and dollar sales.

However, a potential new twist on what’s happening in the market is that a strange dichotomy has emerged. At the top of the market, where the large multinational brewers roam (and on the distribution tier, for that matter— but that’s another story), consolidation is the driving dynamic. AB InBev is buying Modelo—a handful of years after InBev bought Anheuser-Busch to form the gargantuan entity we’ve come to know and love—Heineken’s expected to take control of Asia Pacific Breweries and there are always rumors and rumblings that AB InBev might even merge with SABMiller to give new meaning to the word ‘formidable.’

But on the small brewer side, domain of the crafts, you’ve got the reverse happening. There are already more than 2,100 small, independent brewers in the country, up several hundred from just a year ago. With more than 1,300 breweries in planning at last tally, that number could hit 2,500 in 2013. Sure there’s some consolidation happening with a couple of brewers here and there merging or giants scooping them up—à la AB InBev-Goose Island—but, relative to the number of newbies popping up, those instances are few and far between, the exceptions rather than the rule. It’s almost as if the market as a whole has gotten so consolidated that the pendulum has swung toward the exact opposite of consolidation, as far as craft brewing is concerned.

It’s a phenomenon that’s carrying over into spirits, as our November 2012 cover story could attest. It’s also happening in the non-alcohol realm among segments like artisanal sodas.

Will this reverse consolidation eventually slow down and become the reverse of reverse consolidation (aka ‘consolidation’)? Of course, that’s ultimately the market trajectory that history favors. However, 100 or so years from now, couldn’t the cycle start anew yet again? Even more recent history favors that scenario. It’s a pendulum effect and, pendula are, after all, controlled by gravity—a force not unlike consumer demand.

Crafting a Positive Message

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Category: General Blogs  |  Tags: brewing

I’ve found myself spreading the “craft beer word” quite a bit recently. Not really on purpose. It’s just that when you become familiar with the craft beer movement, it can become hard not to evangelize a little about it. After all, there are few stories in the beverage world these days that are as exciting as the meteoric rise we are seeing with craft.  And, it’s hard to not educate others about that and the fact that a fundamental shift is currently taking place in how Americans consume beer.

That shift, as you might expect, is still underreported when it comes to the mainstream press. Whether it’s on TV or in the newspapers, beer consumption can still automatically rack up its share of negative press coverage. Instead, few may be aware of what an economic powerhouse the craft movement has been for the U.S. Few probably know that as of June this year the U.S. recorded its highest number of breweries (2,126) in 125 years (in 1890, it had 2,011).

As a result, some still tend to look at the glass half empty when they hear beer. For example, I’ve recently found myself trying to convince some of my neighbors here in the Queens, N.Y. town where I live that a soon-to-open gastropub will actually be a big plus for our downtown shopping area. The pub says it will offer a wide selection of craft beer, whiskey, scotch and delicious foods to go with them. Sounds like a classy joint to me. Our downtown could use just the type of consumers who buy craft beer. That demographic tends to be young and educated and has money to spend, something our main shopping drag, already with its share of empty storefronts, could only benefit from. Unfortunately, some of my neighbors have immediately jumped to an opposite conclusion. They only see drunken patrons stumbling out onto the sidewalk, disturbing the peace.

Nevertheless, I continue to do my share to talk up the craft movement wherever I can. This Thanksgiving, I realized I had some unopened craft beer samples lying around my apartment (yes, one of the perks of being an editor of Beverage World is that we get our share of samples!). Suddenly it occurred to me that several of the people coming to Thanksgiving this year I knew to be beer lovers. Maybe a tasting was in order? It would kill two birds with one stone. After all, my Thanksgivings have several times in recent years taken a turn towards the Dark Side thanks to some bitter political divides. What better way to gird against the possibility of any more drama than by a pleasant beer tasting?

Turns out, my instincts were right on target. The beer tasting was a huge hit and even served to educate those around the table about the different varieties of craft beer. I think it opened some of the beer lovers’ eyes to the wider world that craft affords us all. And I’m happy to report, this exercise in beer discovery was just the thing to unite an otherwise politically polarized group soon after the bitterness of the recent election. Yes, craft beer at the Kaplan Family Thanksgiving was a uniter, not a divider. You might want to give it a try at your celebratory gatherings this month. Happy Holidays!

’Tis the Season

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Category: General Blogs  |  Tags: brewing

Christmas seems to come earlier and earlier each year. Retail windows decorated in snowy wonderlands, Christmas tunes filling department stores and seasonal beverages appearing on restaurant and bar menus.
I always know the official Christmas season has begun when Starbucks switches over from its iconic white cups with green emblem to its red holiday cups; this year the coffee house chose snowmen, carolers and a fox in wintery scenes to welcome the holiday season.

I’m not the only one who looks forward to this changeover. A quick Google search reveals there is a website dedicated to counting down the days until the red cups return and millions of search results return for the words “Starbucks holiday cups.”

But the seasonal return of these fun and festive cups also seemed to come a bit earlier this year. It was early November when I walked into a Starbucks outside of the South Kensington tube station in London craving a Pumpkin Spice Latte only to find a menu of Christmas-themed coffees—Eggnog Latte, Gingerbread Latte, Toffee Nut Latte and Praline Mocha.

“Are you making Pumpkin Spice Lattes still?” I asked with my fingers crossed that they could still make the fall drink.

“No,” the barista replied. “I’m sorry.” So, I opted for the Praline Mocha, new for this Christmas. It’s warm bittersweet chocolate infused with the flavor of hazelnut combined with espresso and steamed milk topped with whipped cream and a drizzle of mocha sauce.

Even though I was disappointed that fall was over and winter had begun—at Starbucks, anyway—I found myself switching gears and getting into the holiday spirit, making a mental Christmas list, getting excited about upcoming holiday parties and enjoying my tall Praline Mocha, no whip.

On the alcohol side, breweries continue their seasonal offerings moving into darker beers, bourbon barrel aged ales, beers with higher alcohol. Anheuser-Busch Winter’s Bourbon Cask Ale, Freemont Brewing’s Bourbon Barrel Abominable and Widmer Brothers Brrr Seasonal Ale are just among a few of the many beers crafted to warm us up during the winter months.

At a recent Bacardi holiday event, the brand showcased how to spice up the holiday season with drinks other than traditional eggnog. Take the Coquito for example. A traditional holiday drink of Puerto Rico, the Coquito is made with half a bottle of Bacardi Superior, one can of evaporated milk, one can of condensed milk, two cans of cream of coconut and two teaspoons of cinnamon. Slowly blend the evaporated milk, condensed milk and the cream and coconut. Then add the cinnamon and slowly add Bacardi Superior until everything is incorporated.

Brand ambassador David Cid took us through a selection of five other cocktails at NY’s Abe & Arthur’s—The Bacardi Cocktail, The Selleck, Airmail, Bacardi Holiday Punch and La Noche. Bacardi Holiday Punch, for instance, consists of 750 ml of Bacardi Superior or Bacardi Gold rum, 2 liters of ginger ale chilled, 8 ounces of orange juice, one ounce of lime juice and one and one-half ounce of lemon juice.

Now that the holidays have officially arrived, take your drink menus to the next level and introduce your guests to some new flavors. Happy holidays.