The Scandinavian Beercon Valley

The Nordic Beer Identity
September 03. 2008
Jens Eiken
New market condition for brewers
Denmark
7-d
o
Number of breweries
bli
ng
~ 113
45
38
30
26
1920
1950
1970
16
15
1993
1998
Year
Source: The Danish Brewers Association
12
1999
2003
2008
A segment in immense transformation
2000
2007
Number of
breweries
19
113
Wholesalers/
import
<10
350
Registered
No. of beers*
600
4.700
Share in Super
premium - value
5,0
17,3
Foreign volume
share*
0,5
3,7
Volume - Danish
micro*
0,2
2,6
*Estimate of 2007
Vol. Share = ~ 7 %
Scandinavian breweries (approx.)
•
Sweden*
– 2000: 28 breweries
– 2008: 38 breweries**
•
Finland
– 2000: 6 breweries
– 2008: 26 breweries***/****
•
Norway*
– 2000: 12 breweries
– 2008: 24 breweries****
Data fra: Brewers organisations*, Lotta Jernström**, http://www.pienpanimoliitto.fi/***, www.Beerme.com****
“Famous” Beer Regions:
England
Top fermented
ales
IPA & Bitters
Cask & 2.
fermentation in
bottels
USA
Anheuser Busch
& plenty of micro
brewers (Sierra
Nevada….)
Mexico
Corona – cult
favourite in US
& Europe
Sol & Dos Equis
“Light and thirst
quenching”
Belgium
Epicentre of beer
production
Unmatched variety,
imagination & quality
Nordic countries?
Czech republic
Plzen (Pilsen)
Urquell, Kozel and
Gambrinus
Germany
> 1000 brewers
Quality is strictly
regulated
Purity law
Japan
Kirin Ichiban
Aashi super Dry
Australia
Fosters & XXXX
Our Nordic Nature….
THE NORDIC BEER MANIFESTO
The Nordic beer culture is unique and
contains a vast number of local and regional
traditions.
When using the old traditions as ballast and
the present day as fuel, the Nordic art of
brewing will propagate.
That's why the Nordic brewers collaborate
about brewing beers in new ways to raise the
Nordic cuisine.
THE NORDIC BEER MANIFESTO
The point of reference is the beauty of the
Nordic nature, the alternation of the season
and the diversity in the Nordic taste; Straight
from the raw materials of the farm land to
the diversity in the wild vegetation.
Our vision is to develop new flavours with a
distinctive Nordic character, which will inspire
and give different experiences to the
inquisitive palate.
PLAN OF ACTION:
The Nordic taste
• Creation of local or regional flavours
and hereby beer styles
• Explore and develop the traditional use
of raw materials
• To give a free rein to our herbs, berries
and fruits
• Focus on the pure Nordic water
• Examination of our cultural and
historical ancestors e.g.:
PLAN OF ACTION:
The Nordic taste
• e.g.:
– Smoked or air-dried malt
– Local grown hops and herbs
– Old cereal types and cultivars
searching for their aromas and
brewing characteristics
– Exploration of traditional Nordic
cereals like rye, buck wheat and oat
PLAN OF ACTION:
The Nordic taste
• e.g.:
– Use of our past for inspiration –
the mythology, the Viking age etc.,
– Local stories could be a source for
inspiration.
– Drinking-culture (along with the snaps,
warm, toddies, health,
cooking beer with herbs etc.)
– Beer for the occasion and celebrations e.g. weddings (royal …)
PLAN OF ACTION:
Seasonal beer
A. Spring beer - straight and elevating strong beer.
“Metaphor for prolific springtime where the sap rises/people get
frolicsome”.
B. Summer beer - cooling, refreshing and thirst quenching. “
“Metaphor for our long bright summers, midnight sun and strong
aromas”
C. Autumn beer - strong, heavy beers with roasted or smoked
character & aromas or juice from e.g. berries or fruits.
“Metaphor for our cold, wet season and preparation for hibernation”
D. Winter beer/Christmas beer - Strong beers, spiced,
medium to heavy body.
“Metaphor for our Nordic darkness and strong forces of nature”
Possibilities already in place ..
•
Aarhus Brewery:
–
–
•
Skovlyst Brewery and Noma.
–
•
Beer made from rye and barley malt added Meadowsweet
Nørrebro Bryghus
–
•
Using extract and herbs from the local wood
Herslev Bryghus
–
•
Cooperation with the local high-end restaurant (Norsminde Kro)
”Norsminde brew”
• 2007: Present beer added locally made extract of rhubarb.
• 2008: Unfiltered wheat beer added locally made extract of stinging
nettle (very green liquid).
• The beer is matched with the taste, texture and aroma of the extract
made.
– master classes – latest with microbrewery “Fuglebjergaard”. Using locally
grown spelt and Danish grown hops!
Jacobsen products
–
E.g.: Jacobsen Extra Pilsner – organic – with sea thorn berries
What to do?
What can we do?
Marketing
ki
ng
or
ed
gr
M
le
s
N
ts
et
n
ie
w
In
4 ”P”’s of marketing
Events
- Brewing together (e.g.Mack ”Nordlys Porter”…)
- The Danish beer language
- The Danish hop project*
- The Norweign hop projetc**
- The Scandinavian malt project
Manifesto
- ….
rs
tin
g
* www.danskhumle.dk; ** www.nogne-o.com
Be
e
ke
ty
ar
http://www.olakademiet.dk/doc/pdf/Beer%20language.pdf
or
N
ts
et
n
ie
w
ed
gr
Nordic Brewers Symposium 2006
Scandinavian Brewers Conference
2007 & 2008
In
Manifesto
M
le
s
Scandinavian Brewers Conference 2009
tin
rs
ke
ty
ar
g
May 29. 2009,
Ægir Brewery in Flåm,
Norway
Be
e
•
•
ki
ng
Networking
Ingrediens – raw materials
or
ed
gr
N
ts
et
n
ie
w
In
le
s
Manifesto
M
rs
tin
g
Be
e
ke
ty
ar
– pure, clean…
• Local hops
• Malt - Scandinavian speciality malt
• Local herbs
• Local fruits
• Local berries
• Local yeast
ki
ng
• Water
or
N
ts
et
n
ie
w
ed
gr
le
s
rs
tin
g
Be
e
ke
ty
ar
4. Gottlandsdricka (juniper)
5. Sahti (juniper, bakers yeast)
6. ……
Manifesto
M
(Yarrow, Myrica (sweet gale),
Absinthe wormwood and e.g.
Blessed Thistle - to produce
bitterness)
In
1. Baltic porter
2. Original Danish ale (before 1830)
3. Scandinavian “Hop-less” Ale
– no added hops
ki
ng
Beer Styles - examples
My vision – Utopian idea?