Categorized | News

Maker Of Samuel Adams Teams With German Beer-maker On A Premium Brew

manreading

FREISING, Germany – The Boston Beer Co., maker of Samuel Adams, will team up with a venerable German brewery to jointly produce a new craft beer to be marketed in Germany and the U.S. next spring.

Boston Beer founder and master brewer Jim Koch, and Josef Schraedler, managing director of Weihenstephan, told The Associated Press last week that their two companies have been working together for nearly two years on the beer, which they will make and market jointly.

It has yet to be named but will be marketed in bottles with corks instead of the usual metal caps. It will pack a punch, with more than 10 percent alcohol. Both men described it as a champagne-like “crisp pale brew.”

The Weihenstephan brewery, owned by the state of Bavaria, dates back to 1040, when Benedictine monks began making beer at their cloister outside Munich.

The new beer also will follow Germany’s famed Reinheitsgebot, or purity law, which stipulates that beer can be brewed with only four ingredients: water, malt, hops and yeast.

“We’re creating a brand, a product that never existed before, a very premium brand” Koch told AP. “Beer can stand with dignity and respect with the best of wine and spirits.”

Koch, a Harvard-educated, sixth-generation beer brewer with German heritage, said he was elated when Weihenstephan called.

“No brewer can walk up this hill and not have a reverence for this place; this is the longest-going brewery on earth,” he said.

Weihenstephan is headquartered at the idyllic site of the original monastery – a hilltop not far from Munich.

“Nobody knows more about beer than Weihenstephan. There is more knowledge about beer within a mile than anywhere on earth,” Koch said.

The brewery has close ties with the Technical University of Munich’s beer studies program, located at the base of the hill – a place where Koch has sought experts and answers for his own company.

Schraedler said some of his staff members were skeptical about the project but were gradually won over.

“You need different ideas and perspectives sometimes. You need this atmosphere in which something new can be done. The first step is a long history. The new style will surprise a lot of people,” he said, but added he doesn’t expect Weihenstephan to become a mass-market brand.

Both brewers said they hoped the new brew could win more wine and spirits drinkers over to beer. They also hope the new project will make their other products more known in Europe and North America.

pixelstats trackingpixel

Tags | , , ,

One Response to “Maker Of Samuel Adams Teams With German Beer-maker On A Premium Brew”


FEATURED BRIEFINGS
Vacation in a Bottle launches in Seattle

Vacation in a Bottle launches in Seattle

‘RELAXATION BEVERAGES’ FIGHT FOR SHELF SPACE AT SEATTLE RETAILER FROM NORTH END TO WEST SEATTLE (DALLAS, Texas) July 15, 2010 – Step aside, Coke and Pepsi. Relaxation drinks are heading to the frontlines of a new beverage war in Seattle. The battle lines are being drawn in Seattle grocery and convenience ...

Read More

Interview with C Dean Metropoulos about Pabst

C Dean Metropoulos being interviewed about his Company's acquisition of the Pabst business and Brands. This will commence what may be the most dynamic phase of  the brands history to date. Look out for more Pabst Blue Ribbon, Schlitz, Old Milwaukee, Rainier, Old Style and Lone Star on the shelves. As ...

Read More

Pabst under new Ownership

Pabst under new Ownership

Family-owned investment firm sees potential for brands Pabst Brewing Company, the third-ranked brewer in the US with a portfolio of once market leading and now underinvested brands, has been bought by a private investor for an undisclosed sum. C Dean Metropoulos & Co has entered the world of ...

Read More

Coors Light beer Brand To Be Launched in Russia

Coors Light beer Brand To Be Launched in Russia

North American beer firm Molson Coors Brewing Company has revealed its plans to penetrate key overseas markets in a push to increase its global presence. The brewer will launch one of its flagship brands, Coors Light, in Russia, the world's fourth-largest beer market. A spokesperson for the ...

Read More

GlaxoSmithKline plans US launch for Lucozade

GlaxoSmithKline plans US launch for Lucozade

Global conglomerate GlaxoSmithKline (GSK), which owns the beverage brand Lucozade, has announced its plans to launch the energy drink in the US. According to The Times, the drugs giant is currently in "advanced" talks with a prospective distributor to introduce the range to US markets. The move ...

Read More


Search by Tag

Get Adobe Flash playerPlugin by wpburn.com wordpress themes