TOPIC:

Now that we're all fully aware that Heineken and Diageo frequent these forums to try and get ammunition for their own negative PR against Irish micros, I figured I should make some posts that would be of interest to them.


A German company called Symrise has launched a new line of products they call "BrewTopia". They are chemical flavorings that allow a brewery to brew a single lager-like beer and then add various BrewTopia(R) chemical colorings and flavorings to make multiple types of beer from this one base beer!
<!-- m --><a class="postlink" href="www.symrise.com/en/flavor-nutrition/our-brands/brewtopiar.html">www.symrise.com/en/flavor-nutrit ... opiar.html

Brew one lager and add a dash of chemicals and you now can sell it as an ale, a hoppy pilsner, a red or even a stout!

They even have the audacity to refer to the resulting beers as "craft beers".

This is a simple way that Heineken could create a variety of different beer products of different colors and flavors and compete against those "small guys who brew in their shed". Consumers are rapidly demanding more diversity; instead of buying smaller craft breweries now they can simply add a dash of color here and a dash of flavor there and have a whole suite of faux craft beers to compete with the actual craft beers. Since consumers are stupid and believe any marketing you put out they'll buy them just because you made them.
-And those Beoir guys won't say anything because they're ok with macros and don't care about ingredients or process; just that fermentation occurs on Irish soil.

Now Diageo can have a whole line of Smithwicks "craft beers" just by pouring a few gallons of this stuff into a tank and stirring!

MMMM Mega brewer craft beers! -They look like craft beer, and they're branded like craft beer, but they're cheaper.
-What's not to like?
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Adam

And before I get any negative replies, we're not pro micro and anti macro; we just want more beer on this island presumably as it's some sort of national pride issue so this sort of macro brewing chemical adulteration is perfectly acceptable.

We don't care where what ingredients are in the beer, the size of the brewery, or how it's made as long as "Irish yeast" produce "Irish beer" from wort on the soil of this island.
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If we're ok with the old beer overlords becoming our new beer overlords we might as well provide them with some content they want to read.
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Adam

Irish beer oxymoron of the year: "Macro-produced craft beer".

The best interests of beer consumers and publicly-traded macros are diametrically opposed in the long-term even if some trends lead to them being aligned in the short-term.



Adam
(Yes the other posts were tongue-in-cheek and sarcastic to sharpen my point.)

This Heineken/Diageo thing is getting annoying as it's too long to type.

I propose we shorten it to Heinego or Diageken.

Thoughts?

i have a few shorter words for them but dont use them in polite compainy.

as regards chemical additaves i cant say i am surprised.

Publicly-traded macros care about one product; this one: <!-- m --><a class="postlink" href="www.heinekeninternational.com/stockchartpage.aspx">www.heinekeninternational.com/st ... tpage.aspx
<!-- m --><a class="postlink" href="quotes.wsj.com/DEO">quotes.wsj.com/DEO


All KPIs and employee performance metrics are designed to impact THAT product; not the beer, except as a method to impact the stock price.



Adam
P.S. In case it's not clear, I'm not saying that they're actually using these products today, just that it speaks volumes that such a product exists (it's obviously sold to someone) and it seems like the type of thing that they'd be interested in. The subject line should be taken as "Hey Diageken, here's a product that will let you make 5 craft beers from one!" (but titles aren't permitted to be that long).