Beers of the world - new beer products and marketing campaigns

Modern Brewery Age, July 15, 1991

English Cider In America

Fermented "hard" cider is a long-time favorite English pub drink, and Wisdom Import Sales Co. of Irvine, CA, is working to develop a market for it in this country. The company is now importing a line of ciders produced by H.P. Bulmer Drinks Ltd. of Hereford, England. The company introduced the medium-sweet Woodpecker cider into several markets in 1990; Boston, New York, Chicago and Florida. According to Wisdom, sales of the product exceeded expectations in all markets. This year, Wisdom is introducing Bulmer's strong, dry Strongbow cider, the largest selling cider in England.

According to Wisdom, Bulmer's now produces more than 30 million gallons of cider annually. To produce the beverage, the cider fruit is milled to pulp from which the juice is pressed. The pulp is then fermented in oaken vats for four to twelve weeks, before being processed, blended and packaged.

Woodpecker Cider is available in the U.S. on draft, in four packs of 9.3-oz. bottles and in one-liter bottles. Strongbow will be offered in a one-liter bottle.

Dribeck promotes non-alcoholic brew

A non-alcoholic brew produced under the tenets of the Reinheitsgebot is offered in this country by Dribeck Importers of Greenwich, CT. According to the company, Haake-Beck is brewed from German barley, Bavarian hops and water drawn from glacial aquifers. Dribeck notes that the company also uses a proprietary yeast cultivated by Beck & Co. for over 100 years.

The company is promoting the product with a new print advertising campaign, which includes a six-month trade and consumer advertising schedule.

"The creative thrust of our advertising is quality," says Tom Schwalm, Dribeck vice president of marketing. "First and foremost, quality is a sensual experience--beer-like flavor, aroma and body. But it is also the quality moments that are appropriate for a non-alcoholic beverage."

According to Schwalm, this is the first campaign for Haake-Beck, which was introduced a year ago. "We want everyone--our distributors, retailers and consumers--to know that Beck's is committed to a family of products. Consumers can expect the same quality, purity and taste in Haake-Beck they find in Beck's, Light and Beck's Dark beers."

Negra Modelo completes expansion

As of June, Gambrinus Importing Co.'s Negra Modelo is in the process of completing a market-wide expansion. As a result, the brand has been introduced into all states in the agency's territory except Mississippi and Vermont.

In 1991, Negra Modelo will be supported by a new point-of-sale campaign featuring the tagline, "For Those Who Know." According to Gambrinus, which anticipates brand sales of 100,000 cases by year-end, the theme is aimed at those consumers who consider themselves connoisseurs of dark beer.

Gambrinus also notes that Negra Modelo has more appealing in the American marketplace because although it is a dark beer, it is well-balanced to avoid excessive bitterness.

Royal Oak echoes history

Named after a tree that King Charles II hid in to escape Cromwell's soldiers in 1651, Royal Oak Pale Ale is offered in this country by Phoenix Importers.