European Wine is dominating Canada

New statistics released last month by Canada’s national statistics agency confirm that wine is increasingly gaining popularity. Canadian consumers’ attention seems to be drawn to foreign products. Statistics show that 70% of the total wine consumed in Canada between 2017 and 2018 was imported.

Canada is a market that the European Union cannot underestimate. While beer seems to retain its position as Canadians’ favorite alcoholic beverage (39, 68% of the value of total alcoholic beverages sales), Canada’s national statistics agency has data to confirm that wine is not far from gaining first place (32,43%). This is a tendency arisen within the last 10 years: wine sales in Canada have been consistently increasing year on year (averaging 4,2% a year; 4,6% compared with the previously investigated fiscal year, 2016/17). At a global level, analysis by Organisation Internationale de la Vigne et du Vin (OIV) on the state of the viticulture in the world market has found that in 2018 Canada was the 13th country in terms of wine consumption, but the 6th for volume of imported wine (joint with the Netherlands). As mentioned above, Canada’s significant wine import rate is confirmed by Canada’s own data, which reports that 70% of the wine consumed in Canada between 2017 and 2018 was of foreign origin.

The Economic and Trade Agreement (CETA) between Canada and the European Union played a fundamental role in imported wine’s conquer of the Canadian market. The treaty was provisionally applied on September 21th, 2018, and eliminated 98% of the exporting tariffs between the signing countries. The CETA also signified the official acknowledgment of European denominations of origin, a remarkable achievement for high-quality European products. For the first time, the treaty banned the sale in Canada of imitations of 140 European delicacies, making European designations of origin an unequivocal guarantee of products origin and craft.

However, protecting these products from imitations is not enough. In order to make the most of this opportunity, the European quality system needs to be demystified and communicated to the ordinary customer. According to NGO participant Kurtis Kolt, wine consultant and sommelier, wine experts are aware of the superior craft of EU products marked with quality labels, but the difference is still unclear to the general public: It should not be taken for granted that everyone knows what PDO and PGI mean.

This is precisely why the European Union has created educational programs such as Native Grape Odyssey. Comments from participants confirm that the full potential of European wines in the Canadian market is still to be expressed: “Wine consumption, sales, intrigue and interest are on the rise in Canada currently and it is a great time for the premium wine market. Wine is currently on trend in Canada and it is a great time to focus on more niche or lesser known wines varietals and regions.“ commented Jeffery Osborne, Sales Manager at Grape Brands Ltd. and sommelier.

The situation seems promising for European exports in Canadian market, but these products need to be properly introduced and explained to the consumer. This is a role that only people of authority within the market can undertake. The above-mentioned 25 wine experts have thus found in NGO a way to deepen their knowledge about the subject, so that they can effectively express it to the Canadian market. Joanne DiGeso, wine educator, stated that NGO has perfectly identified what is needed to take European wine sales in Canada to the next level: «I think that NGO is doing great work at educating influencers, sommeliers and educators on the broader range of Italian wines. This, in turn, should ‘trickle down’ to consumers.» Sommelier Jeffery Osborne commented further by praising NGO’s educational activities content: «NGO-organised seminars are fantastic deep dives into perspectives on the grapes and wines which we are typically not exposed to by CMS or WSET. »

The success of this first edition encouraged NGO’s organizers to expand the program: large scale events have already been planned for the months to come, and this time NGO will literally bring European excellence to the world, organizing educational activities directly in the target countries.

About: Native Grape Odyssey is a project financed by the European Union and managed by Unione Italiana Vini and Zante Agricultural Cooperatives Union for the promotion of PDO and PGI European wines abroad, in particular in three countries: Japan, Canada and Russia. In order to achieve this, the Native Grape Odyssey educational program will organize wine seminars, workshops and b2b meetings both in these countries and in Verona, Italy, inviting wine experts and influencers from these countries. These events, realized in the span of three years (2019-21) aim at creating awareness about European native wines abroad, in particular, Italian and Greek wines, which share a long tradition and a high standard of quality.

Source:
Native Grape Odyssey (NGO), an EU-financed educational project for the promotion of European native grapes

U.S. Guinness Brewery is set to open August 3, 2018

Starting August 3, 2018 Guinness beer will be brewed at its own U.S. brewing facility.

Starting August 3, 2018 Guinness beer will be brewed at its own U.S. brewing facility.

Guinness’ parent Diageo announced January 31, 2017 by press release that they would build a U.S. version of Dublin’s famous Open Gate Brewery in Baltimore County, Maryland.

The $50 million project includes the construction of a mid-sized Guinness brewery, packaging and warehousing operations as well as a tasting room, retail store and visitor center at Diageo’s Relay, Maryland site.

The new brewery would feed Guinness’ innovation program by creating new beers for the U.S. market, but the vast majority of the brand’s world-renowned stout offerings would continue to be brewed at the St. James’s Gate facility in Dublin, the company said.

“Opening a Guinness brewery and visitor center in the US will enable us to collaborate with fellow brewers and interact with the vibrant community of beer drinkers,” Diageo Beer Company, USA president Tom Day said in a press release. “Given the success of our Open Gate Brewery in Dublin and the popularity of beer tourism in the US, we are confident that Americans will welcome the opportunity to come experience Guinness brewing in Baltimore County.”

The full press release is included below:

RELAY, Md., January 31, 2017 – Continuing the momentum from Diageo Beer Company USA’s positive half year financial results, Diageo today announced its intention to build a US version of Dublin’s popular Guinness Open Gate Brewery in Baltimore County, Maryland. As currently planned, the company would build a mid-sized Guinness brewery and a Guinness visitor experience with an innovation microbrewery at the company’s existing Relay, Maryland site. This new brewing capability and consumer experience, combined with a packaging and warehousing operation, would bring the company’s investment in Relay to approximately $50 million. The new brewery would be a home for new Guinness beers created for the US market, while the iconic Guinness Stouts will continue to be brewed at St. James’s Gate in Dublin, Ireland. Visitors would be able to tour the working brewery, sample experimental beers brewed on-site at the taproom, and purchase Guinness merchandise at the retail store. While finalization of these plans is still contingent on reaching agreement on several considerations, the project would represent a significant investment in Maryland in terms of economic development, job creation and tourism.

“Opening a Guinness brewery and visitor center in the US will enable us to collaborate with fellow brewers and interact with the vibrant community of beer drinkers,” stated Tom Day, President, Diageo Beer Company, USA. “Given the success of our Open Gate Brewery in Dublin and the popularity of beer tourism in the US, we are confident that Americans will welcome the opportunity to come experience Guinness brewing in Baltimore County. We appreciate the support we have received so far from state and local officials and look forward to continuing to contribute to the local community.”

The project would re-establish a Guinness brewery in the US after 63 years of absence. The new brewery and visitor experience would become part of Diageo’s production facility in Relay, site of the historic Calvert Distillery which opened in 1933. Relay was chosen as the preferred location for this project for several reasons, including the site’s proximity to major East Coast tourist and population hubs, availability of skilled employees, and space to build and adapt existing structures on the property. While many specifics are still being evaluated, it is estimated that this project could generate approximately 40 jobs in brewing, warehousing and an agile packaging operation, which may include canning, bottling and kegging. In addition, the Guinness visitor experience part of the project could create approximately 30 jobs. A significant number of construction jobs would likely also be created during the building phase, and the company would endeavor to hire as many local firms as possible to conduct this work.

“Guinness’ plan to build a brewery at its historic facility in Relay, MD is great news for job creation, manufacturing, and tourism in our state,” said Governor Larry Hogan. “Beer tourism attracts millions of visitors to towns and communities across the country every year and I look forward to welcoming Guinness to the roster of excellent breweries we have here in Maryland.”

Maryland Comptroller Peter Franchot said, “Today’s announcement is an exciting development for Maryland’s thriving tourism industry and our state’s burgeoning, award-winning brewing sector. The Guinness facility will be a strong boost for our economy by creating good-paying jobs for Marylanders and by attracting visitors from across the region and the country. I am optimistic that all stakeholders will come together and work collaboratively with the General Assembly to ensure that this innovative project moves forward.”

“Baltimore County is thrilled that Diageo is reviving a historic building with the iconic Guinness brand. The brewery and tap house has all the hallmarks to become a popular tourist destination and will be a perfect complement to our local craft breweries,” said Baltimore County Executive Kevin Kamenetz.

Tom Quirk, Chair of the Baltimore County Council whose district encompasses the Relay site, stated, “More than just a brewery, this is a significant investment in our community that represents a new direction for the historic Relay facility. Leveraging Guinness’ 250 years of brewing heritage and capitalizing on its great location for welcoming visitors to Baltimore County, this will be a strong boost for tourism, not only in the county, but the entire region.”

President Jason Chorpenning of the United Food and Commercial Workers Local 27, which currently represents employees at Diageo’s Relay facility, also expressed support, saying, “UFCW Local 27 is very excited about the prospect of a brewing operation in the Baltimore market, and the potential for more jobs and membership in our great local union. We wholly support any legislation necessary to make this opportunity happen, and we will work with Diageo to ensure the success of this endeavor.”

“As the largest Diageo beer distributor in the state of Maryland, we are very excited about today’s announcement by Diageo Beer Company USA to resurrect its facility in Relay and build a brewery,” said Evan Anthanas, President, Chesapeake Beverage. “Not only will this project help build the Guinness brand in Maryland, the tourism piece and brand experience planned for this project will certainly enhance Maryland’s beer industry and be a benefit to our retail customers.”

Prominent Maryland restaurateur, Mark Loundas of Bill Bateman’s Bistro commented, “What an exciting announcement for tourism in Baltimore County and the state of Maryland. I know that this Guinness brewery project will benefit the entire hospitality industry including hotels, beverage alcohol retailers and other tourist destinations throughout our region.”

Diageo hopes to receive approvals and to begin construction this spring with the goal of opening the brewery this fall to mark the 200th anniversary of Guinness being first imported into the US.

As reported in Diageo’s half-yearly financial results last week, Diageo Beer Company USA organic net sales increased 3%.

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

https://www.diageo.com/

Diageo North America: @Diageo_NA

About Guinness

The Guinness brand was established in 1759, when Arthur Guinness signed a 9,000 year lease on St. James’s Gate Brewery in Dublin. Brewed using four main ingredients, water, barley (malted & roasted), hops and yeast, Guinness is the world’s most popular stout. The iconic beer is brewed in 49 countries worldwide and sold in over 150 with almost 9 million glasses of Guinness enjoyed every day around the world. The most GUINNESS is sold in Great Britain, Ireland, USA, Nigeria and Cameroon. More information can be found at www.guinness.com.

https://www.guinness-storehouse.com/en

@homeofguinness

Carlsberg uses molecular gastronomy to create “Beer Caviar”

In honor of this year’s World Cup, Carlsberg has created the world’s first beer caviar.

In honor of this year’s World Cup, Carlsberg has created the world’s first beer caviar.

“The last couple of years there has been a trend within molecular gastronomy to develop artificial caviar from natural ingredients with all kinds of flavors. We thought it would be fun to create caviar made from beer to give soccer fans a taste of Russia,” says Danish chef Umut Sakarya, who developed the Beer Caviar along with Carlsberg’s brewers.

Carlsberg is the official sponsor of the Danish national team, and is a beer that the brewery says, “most Danes view as part of their national cultural heritage.” Caviar has always been considered a traditional delicacy in Russia, the host of 2018 World Cup.

Beer caviar will help fans celebrate in moderation. “By combining drinking with eating, you drink less and slower,” says Wouter de Groot, a brand and PR lead at Carlsberg Group. “We hope our beer caviar will help us spread this important message.”

Danish innovation meets Russian tradition

Beer caviar combines both cultures into one single dish as a tribute to both countries.

Beer and food pairing potential hailed by top chef

Beer is becoming an increasingly popular accompaniment to meals and one of the world’s best chefs has given it his endorsement. 

A Global Data report shows that 47% of consumers find the concept of pairing food and beer appealing, leaving it behind only wine in terms of popularity.

Joan Roca, chef of Girona’s three Michelin-starred El Celler de Can Roca – twice voted the world’s best restaurant – told DRN: “Beer gives diversity and complexity and it is being used more in our pairings. 

“Beer has so many opportunities because of its soft palate flavour, and it is bitter and sweet at the same time. This makes it versatile and it can be used with so many different pairings.

“I don’t think it can ever replace wine in our Mediterranean cuisine, because our culture has a very long tradition with wine pairing and not beer, but Estrella pairs very well with tapas and that is a big opportunity.”

Estrella has teamed up with Roca to produce a Food & Drinks Trends report, which, among other things, highlights the growing use of botanicals in drinks. The chef was in Manchester to present his ideas at a gastronomy congress.

“I like working with Estrella not only because it’s Catalan, but it does things well,” said Roca. “It supports the gastronomy business and it’s very refreshing. ”

James Healey, Estrella Damm’s UK manager, added: “Gastronomy is a key focus for Estrella Damm and we celebrate beer’s place as the ideal beverage for pairing or cooking across a multiplicity of foods and dishes. 

“Working with the talented and creative chef Joan Roca this year has identified transparency and the wellness of our planet as key trends for 2018, which is very exciting for us, in line with our own business ethos, and a key opportunity for food and drinks businesses in the UK. 

“Estrella Damm has been brewed using local Mediterranean ingredients and the original recipe since 1876, so it’s great to see that knowing where your food and drinks come from is becoming important not only to us and restaurateurs but also to consumers.”

Marston’s now distributes Estrella in the UK after buying Charles Wells last year, and it sits alongside Erdinger and Kirin in an intriguing world beer portfolio.

The brewer’s insight executive, James Hodgkinson, said: “Although mainstream lager dominates the category, it is world beer which remains the category success story. 

“Consumers are discovering and becoming attracted to more premium, less ubiquitous brands, drinks with an authentic image and unique taste profiles which differ to other lagers. 

“It is also becoming a credible premium beverage to accompany quality meals, as opposed to an affordable drink for relaxation. 

“This can be done via premium packaging, positioning as a connoisseurs’ drink or greater focus on taste notes and how they can improve foods or food’s flavours.”

Source: http://www.drinksretailingnews.co.uk/

Let’s Celebrate the Reinheitsgebot this summer with Radeberger Pilsner — Prost!

++137

 

The German beer “purity law” known as the Reinheitsgebot was introduced in 1516 by Duke Wilhelm IV of Bavaria. This decree allows for only hops, barley, water, and later yeast was introduced. The Reinheitsgebot turns 500 this year.

An excerpt from an article History of German Brewing by Karl J. Eden, published in Zymurgy Magazine 1993, states among other things:

“Furthermore, we wish to emphasize that in future in all cities, markets and in the country, the only ingredients used for the brewing of beer must be Barley, Hops and Water. Whosoever knowingly disregards or transgresses upon this ordinance, shall be punished by the Court authorities’ confiscating such barrels of beer, without fail.” (translated to English)

And why was the Reinheitsgebot was enacted in 1516?  To prevent price competition with bakers for wheat and rye, and to set price of beer at 1-2 Pfenning per MaS (1 litre).

A version of this law is still in effect to this day in Germany, and is considered a cornerstone of its beer culture.

Radeberger Pilsner

 

Radeberger was the official drink by King Friedrich August III of Saxony, and has long been enjoyed by German nobility.

Brewed by:   Radeberger Gruppe KG

www.radeberger.de

Country:       Germany (Radeburg)

Style/ABV:  German Pilsener/5.0%

500 mL can

LCBO#: 676056

Premier Brands

http://www.premierbrands.ca

Tasting Notes:

Typical German Classic Pilsner; Brewed according to Reinheitsgebot Purity Laws; 3-finger white head – which is foamy; pale golden hue; carbonation is consistent; the aroma consists of soft malt, with hints of biscuit and honey; flavours include some zesty hop astringency, grass, hints of citrus, and some green apple; medium finish is dry and biscuit – easy drinking, clean and refreshing.

Rating: 4.5/5

 

Liz Palmer
www.liz-palmer.com