World Cup Beer
Penguin Hits USA
BrewDog, a three-year-old Scottish
microbrewery, has released a new
brand, Tactical Nuclear Penguin. The
beer set a new record by weighing in
at a scary 32% alcohol by volume
(ABV), more than six times the
strength of familiar domestic brands
like Budweiser, Miller, and Coors.

The brewery was able to attain the
high alcohol content by freezing the
beer at a local ice cream factory, at
temperatures as low as -6°C (21°F),
for 21 days. Alcohol freezes at lower
temperatures than water, and
removing water from the solution
increased the alcohol concentration.
Jim Watt, one of BrewDog's
co-founders, says that some 400
bottles of Tactical Nuclear Penguin
are in the process of being shipped to
stores in California and New York
About half of the consumers buying
beer from the BrewDog website are
from the U.S. Watt's eyes are clearly
fixed on the American market.
The South African arm of beer giant SABMiller have
announced that it will ramp up brewing to ensure there is
reserve stock ahead of the soccer World Cup.  In addition
they  plan to have refrigerated vans on standby in key areas
loaded with its most of it's brands.

South African Breweries Ltd. Representatives claim  they are
ready to handle approximately the 450,000 beer enjoying fans
that are expected to visit South Africa for the tournament.

SABMiller  forecasts there will be a 6% to 10% rise in beer
sales during the five-week period of the tournament.  This is
especially good news for the brewer since the months of June
and July traditionally have lower sales.

In additional to an increase in brewing at SAB's seven plants in
South Africa, the company will ensure taverns in and around
stadiums are well stocked by having dedicated phone numbers
for customers to dial if they need "emergency supplies."

There will be about 56,000 outlets around the country selling
SAB products, including Castle Lager, Hansa, Grolsch and
Miller Genuine Draft. Castle, the company's flagship brand, is
a sponsor of South Africa's national soccer team.
US Loves Craft Brews -  Americans drank over 4 million more cases of craft
beer in the first five months of 2010 than 2009, a 6 percent increase. However craft
beers are a small segment - only about 4 percent of the market ($6.89 billion out of
$101 billion total beer sales)  Sales of imports - a growth market just two years ago - are
currently down almost 10 percent.  Anheuser-Busch, which sells about half of all the
beer in the U.S. reportedly has a $30 million advertising budget to push Bud Light Golden
Wheat and American Ale to try to keep more customers from defecting to craft beers.
.
Less Malt = Profit —  malt purchases by brewers have dropped
dramatically recently especially in Japan, China, Russia and Ukraine.   Various
cheap  replacements are being used for the malt.  China’s malt basis of beer is
about 7 kilos/hl, Russia reduced its malt input by at least 50% and now brews a
number of beers exclusively with raw barley and enzymes.  The bottom line is
less malt means more profit for the brewer but produces inferior beer.


Obama Sold Out - Asheville Brewing Company have already sold out of the
special, limited edition President's Spring Break Ale they created in honor of
President Obama and First Lady Michelle Obama's visit to the small city along the
Blue Ridge Parkway in Virginia.  Two bottles of the ale were included in a gift
basket sent to the President and Mrs. Obama, by brewery manager Aaron Penta.
Beer Strike Ends

Employees at a Carlsberg warehouse on the outskirts of Copenhagen
returned to work this week, ending a five-day strike over a decision to
cut their daily ration of free beer, their union said.  

Nearly 700 workers, who earn an average of $59,000 plus 24 crates
of beer per year, laid down their tools, slowly, with exaggerated care,
at the beginning of the strike. They argued that it's been their right to
drink on the job for 100 years, and that drunkenness is not an issue.
"There is sometimes some whistling and maybe some singing, but
that's not connected to the drinking," a worker Martin Juralowicz

Carlsberg began the confrontation when they arbitrarily removed beer
from all of its on site fridges that offer free drinks.  It had been
common practice for workers to drink as much free beer as they
wanted, whenever they wanted, as long as they didn't get drunk .
The new Carlsberg policy now allows workers to drink only one free
beer daily and only at lunch times.

Around 50 drivers for the brewery had joined the work action in
solidarity with their thirsty colleagues despite the fact that they are
exempt from the new rules.  Currently drivers are permitted to drink
three free beers outside the canteen.  (Note- Carlsberg trucks are
equipped with a device that will not allow it to start
if the driver is inebriated.)

"We have agreed with management that we will meet very soon to
find a temporary solution while waiting for a legal settlement of the
matter,"  union delegate Michael Christensen said in a statement.
The strike had "disrupted beer deliveries everywhere," Carlsburg's
communications director Jens Bekke said.

Carlsberg is the world's fourth largest brewer.








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Edited by Jim Attacap