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David Lipman analyses the results of the 2014 B&B Draught Beer Survey, with some very interesting conclusions.
With the US craft beer scene going positively nuts over beer in cans, and a resurgence in popularity of the humble Aussie “tinny”, Gregor Stronach takes a look at canning...
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BEER TALK
Reader Survey
DRAUGHT BEER –
Craft Beer may best be defined by the use of traditional or innovative ingredients that focus on flavour with the intention to be different to commercial lager. According to Tina Panoutsos, Sensory Manager at CUB, flavour in beer is made up of 40% palate (taste and mouthfeel) and 60% aroma. Craft beer can generally be said its most beer other than commercial lager, as commercial lager: 90% of beer sold in Australia and craft beer is a point of difference to this Focuses on taste and mouthfeel and not aroma May not be using traditional ingredients Production is far greater than craft brewers.
3 TRENDS, 3 INSIGHTS, 3 INNOVATIONS David Lipman conducted a Reader Survey on Draught Beer in February 2014, receiving 400 responses, so as to better understand consumer demand in pubs and their knowledge of draught beer, which led to the question is consumer demand being met by supply in pubs? Here are the results... raught beer has come a long way from the 6 o’clock swill in the WWI and WWII eras and beer poured ‘off the wood’ at The Breakfast Creek Hotel (it still does today). These days, we’re seeing cold beer poured from glycol systems with so much available for publicans to choose from. American troops at The Breakfast Creek Hotel (Qld).
Craft beer for example attracts a 20% price premium which has led to a 1.6% growth in value in the three months to January 2014, according to Barscan. Draught beer in the UK and Australia makes up nearly 50% of the total beer market, while in the USA it is only 10%. It appears in the USA most beer is consumed at home, with 553% of beer sold via cans and 37% in bottles ((Brewers Association USA). Craft beer as a ttotal share of volume is approximately 2% in A Australia and 2.5% in the USA. In the UK the ccategory of craft beer has only very recently bbecome apparent, with 8.3% of total beer vvolume being draught Cask Ale (thereby 18% oof total draught beer volume), which could be llikened to Craft Beer, as an indication of how cconsumers appreciate flavour in beer. According to Bart Watson, staff economist at tthe Brewers Association, Craft Beer in the USA m makes up 6.5% of total beer volume to 2012, of w which 37.4% is draught, 60.5% is bottles and 22.1% is cans. The draught component equates
If a brewer is not classified as small, or independent, then they may not be a craft brewer per se - however, they can still brew craft beer, provided traditional ingredients and brewing techniques are used. Most craft brewers tend to brew ales, as ales and ale yeast provide a more full-flavoured experience. Also, ales ferment and condition faster, allowing them to be released to market a lot sooner.
Hotel (WA) where draught beer represents 60% of total liquor revenue, three quarters of that (45%) is from draught craft beer, representing nine times the average value of draught craft beer sales in Barscan venues.
CRAFT BEER
The category of Craft Beer came from the USA and the Brewers Association define a craft brewer as: Small – 3% of total production, 6 million barrels or less produced per annum, which is equivalent to 715 million litres; Independent – less than 25% owned by a non-craft brewer; and Traditional – a majority of production is beer and uses traditional or innovative ingredients in the brewing and fermentation. The Brewers Association don’t actually define craft beer and there is debate as to what is a craft beer. The size isn’t applicable in Australia given Coopers for example produces around 10% of the stipulated ‘small’
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TREND # – REPERTOIRE DRINKERS – Craft Beer Drinkers Demand 2-4 Different Brands Per Month The Grain Store Craft Beer Café, Newcastle (NSW).
TRENDS Most people know that draught beer volumes in pubs are on the decline, and have been for some time now, particularly in the UK (down 6.5% year to 2012, British Beer & Pubs Association, UK) and Australia (down 2.2% last three months to January 2014, Barscan), while in the USA draught beer is up 1% over the last 10 years to 2012 (Brewers Association, USA).
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TREND # – PREMIUMISATION – Consumers are Drinking Less and Spending More While we are seeing people drinking less beer, they are spending more, thanks to premiumisation, where consumers are trading up from commercial lager to premium international brands, premium local brands and craft beer (both local and imported).
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An in-depth look at the history and current affairs that are driving this rapidly expanding beverage segment.
BEER TALK
Reader Survey
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CRAFT BEER IS GROWING AT OVER 20% IN PUBS.” to 2.5% of total beer volume, and 25% of total draught beer volume. Whereas in Australia draught craft beer is approximately 2% of the total beer volume (with total craft being 4% of total beer volume), which is 4% of total draught beer volume (craft is 5% of total value of draught beer, Barscan).If one wanted to speculate on the amount of growth left for craft beer on draught in Australia, it would range from 25% growth (based on USA numbers) to 325% growth (based on UK numbers). Looking at the potential for some venues that specialize in craft beer, while Barscan says the average revenue of craft beer in a venue is 5% of total draught beer revenue, at The Sail & Anchor
Craft beer is growing at approximately 20% year on year according to Andrew Thomson from Barscan, driven by consumers’ educated palates. This awareness of flavour is coming about from consumers travelling overseas, immigration into Australia and increased choice at the bottleshop and pub for various local and imported beers. 58% of the 380 respondents say they drink four or more different brands of beer per month. It is said by some that the repertoire is more like eight different beers per month, however not so specifically for pubs, where choice is around 20% of the selection in bottleshops, due mainly to space restrictions. While 90% of beer consumed in Australia is lager (90% in the USA and 80% in the UK), this statistic is the opposite for survey respondents, with 87% of respondents drink
production and Coopers is Australia’s largest independent brewery. The independent point is the most debated point, largely due to the acquisition of craft brewers by noncraft brewers. However, if they retain the same brewing techniques, philosophy and ingredients, should they be removed from a craft brewer status, and be penalised for successfully increasing production or being owned by a non-craft brewer? Craft beer produced by non-independent craft brewers in Australia accounts for around 3% of the total volume of beer, while craft beer produced by independent brewers accounts for 0.5-1% of the total volume of beer in Australia.
a beer specifically for the Sail & Anchor Hotel (WA) as well as Redoak (NSW) have one of their beers rebranded as Opera Ale at Opera Bar (NSW).
being craft beer (local), 24% is craft beer (imported), 18% is commercial lager (including Mid-Strength), 11% is premium international. If a pub is serving only commercial lager, then it is missing out on the craft beer drinkers, who are located all over Australia, in metro and regional areas. Thomson says of Barscan’s sample size of 300 venues across Australia 45% have one craft beer on tap, and 67% have one cider on tap. Given most craft beer consumers are demanding four or more different craft beers per month, representing 50 per year, unless venues that do have one craft tap that they rotate four times a month, the selection is not being offered to meet demand. At the tip
EXCLUSIVES A beer that is exclusively available on draught only, not available in packaged format in bottleshops. Coca-Cola Amatil have a range called Alehouse, which brews different styles of beers only available in draught format so that pubs can choose which beer they sell to match their customer demographics, and providing a point of difference.
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PUBS NEED ROTATING TAPS AS CONSUMERS DEMAND 2-4 DIFFERENT BEERS PER MONTH.” of iceberg in relation to venues specialising in craft beer, The Albion Hotel in Newcastle (NSW) is an example worth noting, as they have sold 500 different beers in one year over 2012/13. The Sail & Anchor hotel sells around 200 different beers over a year, from its 43 taps, with only 5-6 taps changed per week.
COLLABORATIONS Similar to house beers and exclusives, the venue(s) and the brewer collaborate together in recipe development, branding and marketing of the beer that is exclusive to a specific venue or venues. The venue staff can even attend the brewery to help brew the batch! Bridge Road Brewers (Vic) produced a bar series in collaboration with 10 of Australia’s leading craft beer venues on the east coast, with another bar series brewed in collaboration with the west coast venues.
REGULAR AND GUEST TAPS
There is a need for regulars and guest taps to facilitate the demand from craft beer drinkers. P Peter Bottcher Venue Manager of The Sail & Anchor (WA) says to get the balance right bbetween guest taps and permanent ranged bbeers, “brewers deserve some financial stability - and venues need to be able to build a relationship with brewers. This won’t happen w without permanent taps. Consumers need some consistency in product, not all beers can bbe one-off brews, brewers need the chance to pperfect a brew over time”. Bottcher continues on when considering a mix of beers to put on tap, “there needs to be a balance of differing styles and producers. A balance between interesting beer (crazy styles, one-offs and rare imports) as well a good quality, local, fresh beer. The imports are fun and get the beer geeks attention, however local and fresh is vitally important.” Some examples of how pubs can incorporate craft beer into their bank of taps and provide a point of difference to other venues and offpremise, include:
This issue, we take a look at the rising number of brewers opting to bring their brews to market in cans.
HOUSE BEERS These beers can be exclusively brewed for the venue, or rebranded from the brewery to the venue brand, so as to be a regular beer that provides a point of difference. Examples include Feral Brewing (WA) brew
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BEER TALK TRAVELLER GOURMET
THE FRIDGE
Winners of 2013 Beer & Brewer Get the lowdown on what’s on Three of the best burgers in Awards NZ, and more. offer around Ol’ Sydney town. Victoria, plus a killer recipe from Sydney’s Goodtime Burgers - and beer!
Ian Kingham’s best brews for you to try as things cool down this Autumn.
AND 10NEWS AWARDS
54 WEEKEND AWAY
14 B&B UPDATE
58 BREWERY DIRECTORY BREWERY 60 TOUR
Everything you need to know about your world of beer.
& CIDER 20BEER SALES STATS
24PROFILE
MICROBREWERY
Meet the team behind Queensland’s Beard and Brau.
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STYLE NOTES
Dr Chuck Hahn steps us through the finer points of Amber Ales.
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& 64 BEERS BURGERS
10 FOR 68 TOP AUTUMN
71 STAFF PICK
A fond farewell from outgoing Beer & Brewer Publisher, David Lipman.
A look inside the monolith that is the Asahi Premium Beverages plant in Victoria.
GOURMET Autumn xxxxxxx Recipes xx
BURGERS AND BEER S
61 62VENUE REVIEWS
EVENTS CALENDAR
Three burge r-loving Victo rians set out the best burge to find rs in Victoria, and the result The Burger Book. is We spoke to author Ethan and got three Jenkins, of his favourites.
THE INKERMAN
ST KILDA
72 TASTING NOTES
Want a handle on how things taste? Our expert panel spills the beans on a bunch of new brews and ciders.
HOTEL,
The Inkerman burger is the perfect this: a no frills, classic Australian example of patty is a classic burger. The beef one, blanketed cheese with a hint in melted health conscious of lettuce as a nod to the . with an egg to A couple of slices of tomato, give along with grilled it that true Australian feel, Aussie pub-style onions. It is served with fat chips for extra authentici This is almost an ‘official’ Australian ty. and it’s so good burger that, while you with a pint, you wash it down won’t dog came in fourth! even realise that your BEER MATCHE Matilda Bay (Vic)S Stoke (NZ) Amber Fat Yak 4.7% Ale 4.5% BrewDog 5am Saint Amber Ale 5%
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A comprehensive wrap up of what’s happening on tap.
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