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NEWS

Asia-Pacific Leads
According to just released statistics Asia-Pacific is
the largest and one of the fastest-growing markets
for beer consumption, which accounts for about one-
third of the global market share. The regional beer
market growth can be attributed to the expanding
young population, and increasing number of middle
class and their rising disposable income. Europe is
the second-largest consumer of beer, which
accounts for a steady growth rate. However, North
America has been recording a drop in the overall
beer consumption rate, annually. South America and
Africa are the other developing regions witnessing
significant growth rates of beer consumption

First Ever Beer Reality App
Great Notion brewery in Portand, Oregon is
releasing the beer industry’s first augmented reality
app. It will serve as Great Notion’s primary virtual
location, providing consumers a way to order beer,
earn rewards, and engage with the brand. The
owners were surprised to learn no one else had
such an app but realize it will soon be copied.

The brewery is currently selling out of product at
their physical locations and are installing four new
90bbl tanks as well as a whirlpool and centrifuge.
Mexico Out of Beer

Hoping their stocks would last through to the end
of the quarantine, beer companies in Mexico began
halting production in early April in response to the
government’s classification of alcohol as a
nonessential agro-industrial product.But now that
the emergency period has been extended to the
end of June, Mexico is running out of beer.

“We’re now seeing what was more or less obvious.
The inventories in the warehouses are running out
and there’s no new production,” said Cuauhtémoc
Rivera, president of the National Alliance of Small
Business Owners.The alliance urged the federal
government to classify beer as an essential product
in early May to avoid the very situation small shop
and convenience store owners now face.The
scarcity is being felt at the cash register, as beer
prices have risen around 30%.Before,the shutdown
a case spld for for 380 pesos (US $15.40). Now it's
600 pesos (US $24.32),”

The Statistics Institute reported that around 65
million Mexicans drink beer, and that each of those
consumes an average of 68 liters of the brew
annually. That however is no longer true.
June 2020
QUICK HITS

Want to help breweries/bars reopen?  Victory Brewing is sponsoring a short 22
question survey to find out what they can do to help you return when they reopen.  
Here’s the survey
www.surveymonkey.com/r/G2F6GR3
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The volume of beer being produced by many small, local breweries hasn’t been
impacted because of Covid restriction as take out and delivery sales are strong.   
However the margins are way lower. Before, a brewery might be selling beer by the
pint for $6.50 in its tasting room, it is now available for curbside pickup in four
packs (64 ounces) for roughly $15.
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The Genesee Brewery *8th largest in USA) has been around since 1878and just
completed on a $50 million modernization plan..However they decided early on to
shutter the Genesee Brew House to the public. The Brew House was closed,
“because we made a deliberate choice not to offer take out/curbside sales that
might take away business from smaller breweries struggling right now.”  
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File under unique marketing during shutdown- Goose Island Brewing has
dispatched a black van to roam the streets of Chicago playing ice cream truck
music. If customers call the phone number displayed on the van, the van will
deliver beer to them.
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Many breweries are suing unsold beer to make hand sanitizers. A pallet of
expired beer can yield about 11 gallons of virus killer sanitizers
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Edited by Jim Attacap
Change Beer Into Whiskey

In the $29.3 billion craft beer industry, the near-overnight collapse of on-premise con-
sumption has wreaked havoc on the supply chain, equating to hundreds of thousands of
kegs log-jammed in distribution warehouses and going stale in brewhouses across the
country. It’s the liquid equivalent of the $8.5 billion flower trade: all this beer with nowhere
to go, except down the drain.

In New England, at least, brewers now have an option, thanks to Jeff Kozak, WhistlePig
Brewery’s chief executive officer . “We are tentatively calling the project the ‘Great Beer
Rescue,’” he says of the plan to distill the swill into high-end whiskey. “And we’ve already had
significant interest from brewers and distributors.”

Notable neighbors, including Harpoon, Lawson’s, Long Trail, and Hill Farmstead, have
already shipped Kozak product, free of cost. To them, it’s actually a bargain, saving them the
per-gallon waste fees they’d incur from simply dumping it. Equally vital is the valuable space it
affords their facilities, where kegs can be supplanted by the cans and bottles necessary for a
full pivot to off-premise sales and subscription boxes, much as what’s happening with
struggling restaurants and wineries.

Kegged beer, particularly the highly hopped IPAs that craft fans crave, can lose its identity
within a few weeks. Even then, it remains fermented grain—the basic building block of
whiskey. So, once it is shuttled on-site, distillery manager Emily Harrison can run the
skunked liquid through towering copper stills, resurrecting it as a 160-proof spirit suitable for
oak aging. This long shot isn’t without precedents. For generations, farmers have turned to
distillation as a way to repurpose crops that would otherwise spoil with the seasons.

The main problem in using beer this way is its carbon dioxide: If you don’t tease the CO2 out
of the solution prior to distilling, a regrettable side effect can blow up your still. For
Karakasevic, it’s always been worth the risk: “The more flavor you have in your beer, the
more flavor you end up with in your whiskey.”He’s been hauling in beer from nearby Bear
Republic Brewing Co., turning 6,200 gallons of Racer 5 IPA into 600 gallons of 140-proof
distillate that he then ages for at least three years, some up to 10, for his R5 line of whiskey