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

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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

My Interview with Wine Meridian Magazine — Marketing Italian Wines in Canada

Wine Meridian Magazine
What is the main suggestion you can give to Italian wine producers to convey and sell their products in Canada?

Liz Palmer
First you need to know that Provincial Liquor Boards control the import, sale and distribution of wine and spirits in Canada. Here is a list of these monopolies: 

¥ Société des Alcools du Québec (SAQ)
¥ Liquor Control Board of Ontario (LCBO)
¥ British Columbia Liquor Distribution (BCLD)
¥ Alberta Gaming Liquor Commission (AGLC)

Quebec, Ontario, British Colombia and Alberta concentrate on most of the Canadian demand.

Secondly, you must choose an importer who is familiar with Italy, and your specific region.

Thirdly, find an agent who has had experience working with the various Canadian monopolies, especially the Ontario market.

Lastly, also look at choosing someone who is very interested in your products your business and family history.


Wine Meridian Magazine

What is the image of Italian wines in your country (Canada)?

Liz Palmer
Canadian consumers are then keen to taste new grapes varieties and styles, therefore the diversity of Italian wine becomes an advantage.

“Italy ranks #1 in wine sales in Canada followed by the US and then France. In 2014, Canada imported $425-million (CAD) worth of Italian wines. Québec is the largest consumer of Italian wines at 36 percent, followed closely by Ontario at 31 percent and Alberta and British Columbia account for 15 percent and 10 percent, respectively.”*

These figures speak for themselves – Italian wine has never been more relevant.

*Source: Statistics Canada

Wine Meridian Magazine
What do you think about the importance of media and press in the promotion of wine? Especially Italian wine.

Liz Palmer
It’s Important to continually receive regular ongoing coverage in targeted magazines, newspapers, online media and wine journalists.

There should also be a continued focus on educating media and journalists on the 20 wine-producing regions and 350+ varieties of domestic grapes. I think we will all learn a great deal more bout the regions and varieties when we are given more information to process.

In order to engage more in a global audience, the producers should make a special emphasis to include social media in their marketing strategy.

Wine Meridian Magazine
Most Italian wines are unknown because of their difficult designations. What do you think a clear message could be to raise awareness about Italian wines?

Liz Palmer
The best wines in the world (more specifically, Italy) come from specific varieties and places.

Wine Meridian Magazine
Positive points about Italian wines in Canada

Liz Palmer
Canadians have been loyal consumers of Italian wine products for decades. Canada currently ranks 5th in global market sales of Italian wines – these wines accommodate every taste and price range.

The Italian Trade Commission (ITC) does an excellent job in the promotion of Italian wines throughout Canada, as well as raising awareness through education with local wine writers, journalists, sommeliers, and trade.

Wine Meridian Magazine
What do you think about organic wine trend?

Liz Palmer
Not only do organic wines have the potential to be healthier for you, the environment, but they also have the added benefit of tasting just as good.

Here are three reasons why I believe this trend will continue:

Organic wines are produced with almost obsessive attention to detail and the often taste better;

The contain less or no chemicals; and

They are often more socially responsible.