A Large German Brewery Is Opening a U.S. Production Facility

Discussion in 'Beer News & Releases' started by M-Fox24, Jun 27, 2019.

  1. M-Fox24

    M-Fox24 Savant (951) Mar 17, 2013 New Jersey
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    https://www.pastemagazine.com/artic...erman-brewery-is-opening-a-us-production.html

    https://www.newsobserver.com/latest-news/article231928643.html
     
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  2. Alefflicted

    Alefflicted Initiate (85) Dec 2, 2017 Minnesota

    This is certainly an interesting endeavor for them to explore. I for one would gladly welcome (and purchase) more quality German beer here in America.
     
  3. beertunes

    beertunes Poo-Bah (6,327) Sep 24, 2007 Vatican City
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    Hmmm, interesting.
     
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  4. zid

    zid Meyvn (1,330) Feb 15, 2010 New York
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    What could possibly go wrong? :thinking_face:
     
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  5. HouseofWortship

    HouseofWortship Defender (665) May 3, 2016 Illinois
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    How do you say " Buy local" in German? The exploratory microbrewery will do fine for the area it is in. I don't see them breaking through on a production level with the bigger facility...
     
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  6. stevepat

    stevepat Crusader (778) Mar 12, 2013 California
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    Never heard of them before, anyone have any insight into their beers? The only beers rated here have decent ratings for the style. I don't know how well a massive brewery like they're talking about could do but there is definitely room for fresh well made german style beers in the US market. Think how much stale german beer is already being bought
     
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  7. Domingo

    Domingo Poo-Bah (2,618) Apr 23, 2005 Colorado
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    This seems like a really, really odd decision. There has to be more than this than meets the eye.
     
  8. zid

    zid Meyvn (1,330) Feb 15, 2010 New York
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    For their sake, I hope they configure the equipment in their brewery to also produce contract US “craft.” :slight_smile:
     
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  9. Domingo

    Domingo Poo-Bah (2,618) Apr 23, 2005 Colorado
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    They'll need to account for special storage for essential ingredients like vanilla, peanut butter, cereal, durian, and taco spice mix.
     
  10. FBarber

    FBarber Poo-Bah (2,877) Mar 5, 2016 Illinois
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    Found this to be interesting. Seems like they identified a market to move in with a Hofbrauhaus-like location. That actually could do quite well. Add in the imports - which I hope will see wider distribution than just NC - this seems like a good start. Whether or not it ever goes beyond that? Who is to say, but I'd love this.
     
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  11. officerbill

    officerbill Disciple (348) Feb 9, 2019 New York
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    The local paper has a much better article.
    https://www.newsobserver.com/latest-news/article231928643.html

    Apparently the CEO had been living in the area for about a year and chose Charlotte because
    They already have a local distributor and will start importing to SC in mid-July

    and will team up with the local community college for training.
     
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  12. tzieser

    tzieser Meyvn (1,067) Nov 21, 2006 New Jersey

    Hope they take a page from Trumer: supplying fresh, authentically brewed pilsner (perhaps as well as other styles @ 500k bbl) across the coast.
     
  13. jesskidden

    jesskidden Poo-Bah (1,851) Aug 10, 2005 New Jersey
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    Not so sure a half million barrel brewery can be considered "massive" :rolling_eyes: in the US or particularly even in NC, considering these announcements from half a century ago.

    The German brewer, Oetker Company, opened an ill-fated brewery w/100,000 bbl/yr capacity, in Alaska in 1976 - Prinz Brau. And Henninger operated a brewery in Hamilton, Ontario in the 1970s (later sold to Heineken subsidiary, Amstel).
     
  14. AZBeerDude72

    AZBeerDude72 Poo-Bah (1,792) Jun 10, 2016 Arizona
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    Oh no, the dreaded Green Bottle :nauseated_face:

    Cool to see, would love some fresh German Beer in the states.
     
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  15. Doma

    Doma Initiate (33) May 19, 2019 California

    Great. Just brew it as you would in Germany.
     
  16. nc41

    nc41 Poo-Bah (1,939) Sep 25, 2008 North Carolina
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    Interesting to say the least. Theres certainly room, Germany has many notable breweries in a very small area, two specialized brewers can both thrive together in a city as big as Charlotte. It might up the ante to have the competition though, right now OMB dominates the styles imo. Yea NC.
     
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  17. invertalon

    invertalon Crusader (777) Jan 27, 2009 Ohio
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    I wish more German breweries would setup shop here in the US... I'd gladly welcome them!
     
  18. islay

    islay Aspirant (288) Jan 6, 2008 Minnesota
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    From the local article, Gilde plans to start small with "the Embassy," with the large brewery in the plans for a few years down the road. Very likely that large brewery either never will get built or will get built with nowhere close to that practical capacity. "Up to a 500,000 barrel capacity" probably just means a very large building or even just a large plot of land that theoretically could house enough and large enough equipment that it eventually could produce 500,000 barrels if Gilde went to the trouble of filling up the space, which it likely never actually would do. To me, this sounds like chest-thumping optimism, the public articulation of an absolute best case scenario in hopes of willing it into existence (but knowing full well the reality is likely to be vastly more modest).

    Interesting development for the Charlotte area, but I strongly doubt Gilde ever becomes a major player in American craft-y beer. And that's without even addressing Americans' limited appetite for non-watered-down German styles, let alone -- by most accounts -- middling-at-best examples of such.
     
  19. zid

    zid Meyvn (1,330) Feb 15, 2010 New York
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    The New York City Paulaner didn’t find any success.
     
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  20. nc41

    nc41 Poo-Bah (1,939) Sep 25, 2008 North Carolina
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    I’m seeing more Pils and Lagers here this summer, perhaps as the NEIPA wanes here a bit there’s other styles to step in and take up the slack. Perhaps we underrate the ability of a classic Lager that is well done to inspire purchases. A challenging beer to make to be sure, and perhaps brewers won’t be intimidated to step up and give it a fair shot. A well done Lager or Pils is the perfect crossover beer into the craft world for AAL drinkers, and there’s far more of them than us. A simple Sam Adams imo a long time ago really set a tone, and started a movement, I wouldn’t be surprised if it came full circle
     
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  21. invertalon

    invertalon Crusader (777) Jan 27, 2009 Ohio
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    Could be for many different reasons. If I recall reading about it, wasn't the price a bit high compared to other establishments in the area? What works for one city may not work for another. It's a gamble, for sure... Hofbrau made in work in multiple cities throughout the US.

    I think in the right city, with the right atmosphere, pricing and offerings (food and such)... They could be successful.
     
  22. tzieser

    tzieser Meyvn (1,067) Nov 21, 2006 New Jersey

    Paging Augustiner, Aying, Mahr's, Schlenkerla, Weihenstephan....if any one of those guys came here I'd dieeeeeee
     
  23. steveh

    steveh Poo-Bah (2,270) Oct 8, 2003 Illinois

    How about Trumer? ;-)
     
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  24. thesherrybomber

    thesherrybomber Initiate (141) Jun 13, 2017 California
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    Their only product is a kosher pilsner? At least according to BA
     
  25. EmperorBatman

    EmperorBatman Initiate (75) Mar 16, 2018 District of Columbia

    This has worked out quite well for the Austrian brewery Trumer when they set up a brewery in California. I was wishing that a similar endeavor would be undertaken on the East Coast. I hope their eventual distribution from this brewery expands wide and outside the Carolinas - currently I live in that awkward sliver of the East Coast between all the great German-style breweries in NC to the south, and Pennsylvania, New York, and Massachusetts to the north, and I can't really get beers from any of them except Devil's Backbone in VA.

    I also have to express some similar hesitation about the brand. Trumer makes an excellent Pilsner, and I think that's a big part of their success. They've also done quite well in both Austria and America by blending into and cooperating with the craft beer scene, as well as tapping into youth culture and the hipster aesthetic. I wonder how Gilde will do it?
     
  26. jesskidden

    jesskidden Poo-Bah (1,851) Aug 10, 2005 New Jersey
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    The Trumer brewery in Berkeley, CA brewery is owned by The Gambrinus Co. of Spoetzl [Shiner] fame (as well as formerly Pete's and BridgePort, both now defunct). They briefly imported Trumer before the brewery was built as they had for Moosehead and Grupo Modelo/Corona (the latter, where they made their money).
    According to PR at the time, it was a joint venture between the two firms. It seems that Gambrinus licenses the brand and brewery names for the US market, and gets technical support from the Austrian brewery.
     
  27. rgordon

    rgordon Savant (974) Apr 26, 2012 North Carolina

    The upstate of South Carolina and Charlotte areas are full of Germans and German companies, not the least of which is BMW. German and German style beers thrive in this area.
     
  28. invertalon

    invertalon Crusader (777) Jan 27, 2009 Ohio
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    Me and you both…
     
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  29. PapaGoose03

    PapaGoose03 Poo-Bah (2,489) May 30, 2005 Michigan
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    Thanks, I didn't know that. North Carolina has been on my 'places to visit' list for a pub crawl, so I'll be looking for the German-related places as my priority.
     
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  30. HouseofWortship

    HouseofWortship Defender (665) May 3, 2016 Illinois
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    As I stated earlier, this concept isn't going to work at a production level, it will only work as a niche brewpub. To get the production brewery off the ground they would have to compete with the macro lagers on price at which point if there were any traction macro would just increase the quality of their lagers and push them out and take the space with their larger advertising and marketing budgets. If people thought the German style lager market was that great you'd see more players in it right now. My guess is the CEO needed an excuse to justify his living in the US and came up with this concept so he can spend more time with his family...
     
  31. tzieser

    tzieser Meyvn (1,067) Nov 21, 2006 New Jersey

    Well, Trumer is an Austrian brand. Their mistake, not mine :laughing: :wink:


    But yeah, absolutely I'd love to have them here in the East (as I alluded to back on post #12). Cheers!
     
    #31 tzieser, Jun 28, 2019
    Last edited: Jun 28, 2019
  32. rgordon

    rgordon Savant (974) Apr 26, 2012 North Carolina

    Olde Mecklenburg in Charlotte and Red Oak near Greensboro make very nicely authentic beers.
     
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  33. stevepat

    stevepat Crusader (778) Mar 12, 2013 California
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    I don't know why they'd have to compete with bud and the like on price, wouldn't they just have to compete with the other german lagers (that are imported) on price? and they would obviously dominate those on freshness. Also not sure when we've ever seen the american macro brands 'just increase the quality of their lagers' as a response to competition so that seems like an odd strategy to predict
     
  34. steveh

    steveh Poo-Bah (2,270) Oct 8, 2003 Illinois

    What? You don't like next door neighbors? :wink:
     
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  35. Lyleb80

    Lyleb80 Initiate (20) Feb 27, 2019 Arizona

  36. MNAle

    MNAle Poo-Bah (1,563) Sep 6, 2011 Minnesota
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    Gilde apparently escaped from the Borg (7 of 9?).

    They were acquired by Inbev (prior to AB). AB-Inbev sold them to the TCB Group in 2015. TCB us a German brewery group, with 2016 production of ~5.3 million barrels (which, if they were American, would qualify them as a "craft brewer" according to the BA guidelines). They may have exceeded 6 million barrels by now, though. (Information from wikipedia).
     
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  37. HouseofWortship

    HouseofWortship Defender (665) May 3, 2016 Illinois
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    Same way InBev increased the quality of their sours, barrel aged stouts and IPAs- buy the knowledge through acquisition and scale it.
     
  38. stevepat

    stevepat Crusader (778) Mar 12, 2013 California
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    So you're suggesting that it would inspire the macros to buy a craft brewer that specializes in German styles?
     
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  39. HouseofWortship

    HouseofWortship Defender (665) May 3, 2016 Illinois
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    To reiterate what I said previously- I don't believe there is a market for a 500,000 barrel craft lager production facility as proposed by Gilde. If that kind of market were to suddenly develop then macro is going to want a piece of it or have competition to prevent it eating away at their bottom line which is primarily lagers. I leave the speculating up to you on which one would work best, but there are plenty of historical examples.
     
  40. rgordon

    rgordon Savant (974) Apr 26, 2012 North Carolina

    They are likely to be exporting to South America and elsewhere.