Beers of the world - new beer products and marketing campaigns

Modern Brewery Age, July 15, 1991

The company also noted continued investment in its brands. "This Fall, new packaging for the entire Labatt's line will be reaching the marketplace," says Clement Pellani, Labatt's brand manager. "The packaging change involved a complete redesign, which gives the entire Labatt's brand a higher quality look. We feel this change positions the brand as a quality leader in the imported beer category."

Moretti Beer is benefiting from a summer "pizza time" promotion for on-premise accounts, and plans a "pizza pasta" promotion for the Fall. Clausthaler also has strong marketing plans in place, the company says, including a "drive away with Clausthaler" consumer golf promotion.

Labatt's notes that both Clausthaler and Moretti are part of the company's Specialty Import Division. Labatt's established the internal group in 1990 to provide extra support for smaller volume import brands with high growth potential.

Old Ale in the New World

Another somewhat exotic import from Phoenix Imports is Thomas Hardy's Ale, a strong English ale that the importer calls "the beer connoisseur's equivalent of rare cognac." Hardy's Ale is bottle-conditioned, and is intended to mature in the bottle for up to 25 years. Each year's bottling is vintage dated and eacy bottle is individually serial numbered.

According to Phoenix, each brew may age somewhat differently. The beer has been rated a "world classic" by critic Michael Jackson, who said of a 1968 vintage, "soft, creamy, quite elegant. Super balance of fruit flavors and long finish. Extremely complex. Lovely."

According to Phoenix, for best results the beer should be stored at cellar temperature (around 55 degrees F.), as warmer temperatures may accelerate the bottle-conditioning process.

French Beer in an Appropriate Package

Citing an increased demand for beer that complements food, Merchant Du Vin of Seattle has announced the availability of Brasseurs Biere de Paris in a 750-ml "champagne" bottle. The unique package is crowned with a traditional cork and wire closure.

"We generally think of the French as wine drinkers," says Antoine Boyer Chammard, Brasseurs exporter, "Paris developed its own classic brewing style. The French capitol was famous for the rich, strong style of lager known as 'Biere de Paris' before the First World War." He notes that France, with production of 20.6 million hectoliters, is the 13th largest brewing nation.

Brasseurs has been highly-rated by the critics, Merchant Du Vin reports. The Book of Best rates Brasseurs Biere de Paris as one of the "ten best cheers in the world." In Beer: A Connoisseurs Guide, Christopher Finch describes Brasseurs as a "splendid, coppery all-malt brew with a lively spicy palate, that, not surprisingly, goes well with French food. an example of French beer at its best.

"I love dining in French restaurants," says Charles Finkel, president of Merchant Du Vin, "and, while the typical selection of wines is often excellent, often the average continental restaurant's selection of beer consists only of light lagers that don't hold up to the rich and flavorful food. Brasseurs Biere de Paris, with its golden amber color, rich taste and balanced hoppy finish compliments classic cuisine wonderfully. We choose the elegant 750-ml bottle to compete with wine, not beer." Finkel reports strong restaurant sales with the new package.