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The African beer markets have been continuously growing over the past few years and have gained more significance within the global brewing industry. From the perspective of an enzyme supplier, strong regional diversity requires technical solutions and applications which go beyond common European brewing techniques – especially in terms of raw material availability and utilization. The following article gives insights into Novozymes’ contribution to support the growing beer markets in Africa.
Market
“We will be the world’s beer company”, August Busch III, the President of Anheuser-Busch predicted in 1996. Twelve years later, Anheuser-Busch was no more. The “King of Beer” got taken over by a Brazilian-Belgian go-getter called InBev, which had only been formed four years previously. Was the Third’s retrospectively ill-judged prophecy a case of “pride goes before a fall”? Or had he not seen the writing on the wall, which spelt “do lunch or be lunch”? August III was an extremely competent corporate chieftain, which his son and successor August IV was not. Still, both Buschs proved blinkered. While they kept gazing at the U.S. from their executive suites in St Louis, the world of beer was changing beyond recognition. Those who took part in globalisation and its maddening frenzy of mergers and acquisitions survived. Those who only reluctantly did so – like Anheuser-Busch – became ultimate prey.
Market
Who are these people who become engaged in local communities, who buy anything that’s locally produced from organic vegetables to artisan cheeses, and thus hope to support local businesses? Are they the much wooed LOHAS (Lifestyle of Health and Sustainability), Bobos (Bohemian Bourgeois), Best Agers, whose purchasing impact the ad men cannot stop puffing up? Besides, I wonder: is this small shift really what all the fuss is about and can brewers benefit from it?
Market
When interviewing conventional beer drinkers about what they imagine that a brewery looks like, experts are frequently surprised at the romantic impression created by a brewery. Matters become even more interesting when asking the same customers about their opinion on the amount of energy required to produce one litre of beer or on the impact of the brewing process on the environment. Many customers have never given this a thought. And – unfortunately – neither have some brewers.
Market
With only 5.5 million inhabitants, Denmark is one of the smallest member states of the European Union. This kingdom in Northern Europe has a strong manufacturing-based economy, and the largest employers are the food processing and metalworking industries along with agriculture and the energy sector (natural gas and oil production, wind energy). As is the case in most European countries, the Danish brewing industry is fighting declining sales. However, there is also a growing interest there for handcrafted, innovative beers – beyond those brewed by the large industrial breweries.
Market
When you’re on a roll you might as well roll, because it’s not going to last forever. You certainly don’t stop and take a picture. What a banal truism if ever there was one. But it captures well what’s happening in the U.S. right now. Ever since the controversial debate over “craft versus crafty” beers was kicked off last December, there has been a lot of beard-scratching and soul-searching by industry pundits, cranks and smarty pants over concerns that eventually the segment’s growth will reach the glass ceiling. The jury is still out if, or when, this will happen. Meanwhile, an always confident Charlie Papazian anticipates that by 2017 craft beers will have a 10 percent market share and at this point the momentum will take them past that.
Market
Since the introduction of Beer Membrane Filtration (BMF) a lot of information has been gathered about the influence of the malt quality on filterability. All the constituents in the beer that influence filterability find their origins in the used ingredients and the brewing process. Adding a certain amount of barley to malt during brewing or even using 100 percent barley in combination with enzymes is gaining more interest. The effect on beer membrane filterability of these raw materials is investigated in this article.
Market
Ever seen a cider in the colour of Liz Taylor’s eyes? “Who’s she?” you’ll ask. The Oscar-winning U.S. actress was famous for her violet-coloured eyes. When they placed a violet cider cocktail in front of me at Austria Juice, the Austrian manufacturer of fruit juice concentrates and beverage compounds, this thought shot through my mind. You may think of the clichéd Valentine’s Day poem “The rose is red, the violet’s blue, the honey’s sweet, and so are you.” At Austria Juice they probably remembered that wine made from “viola odorata” (sweet violet) was extremely popular in Ancient Rome, so popular, in fact, that farmers would rather grow violets than the vital olives. Today, you are more likely to find edible violets as salad garnishes, or in crystallized form as cake decorations. Soon, perhaps, the Roman’s tipple will come to a cooler cabinet near you – thanks to Austria Juice and a beverage company with attitude.
Market
That’s it, then. And what a saga it has been. It’s taken Anheuser-Busch and its successor, AB-InBev, a total of twenty years to acquire the Mexican brewer Grupo Modelo. However, it’s not been so much a case of “patience pays off” (the Brazilians) as of “patience worn thin” (the Mexicans). Ever since the Brazilian-Belgian brewer InBev bought its U.S. competitor Anheuser-Busch in 2008, a full takeover of Modelo was merely a matter of time. The final three-way transaction between AB-InBev, Modelo and Constellation Brands had some surprising twists and turns, especially when Constellation Brands became the white knight that saved AB-InBev from the fangs of the U.S. antitrust watchdogs. How could this happen? Indeed, the question is: how did U.S. wine company Constellation manage to turn itself from twice-saviour of Modelo into Modelo’s ultimate gravedigger?
Market
The history of brewing in China is similar to many other countries around the world in that “beer” was brewed in ancient times and became a staple part of the culture. The modern breweries of China developed in the early 20th Century and focused heavily upon European standards for lager brewing. Without the Reinheitsgebot (German Purity Law) the Chinese beer brands have shifted over the decades to become a much different beer using adjuncts while also lowering the alcohol content to adapt to the drinking culture. This trend has continued with the global beer companies as the premium brands introduced into China are often scaled down in alcohol and flavor from their storied history in Europe or North America.
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BRAUWELT on tour
Current issue
Most Read
BRAUWELT on tour
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