Dear Sirs, I'd like to attract your attention to the blog of an American expat, looking at life in Germany He has recently written about German beer, also about the commercial side of beer which is heavily neglected in ohter places. http://allsinkscherman.blogspot.de/2013_03_01_archive.html http://allsinkscherman.blogspot.de/2013_04_01_archive.html Feel free to comment here or there.
I read both articles, and they're both very informative. Thank you HB for posting it. How do you find all these external sources? I agree with almost every the blogger said, especially his assessment of why there's such little variety from a distribution standpoint; however, he failed to mention the Brauereiausterben and the effects demographics and the dislike many youth have for beer in Germany due to its blandness, boringness and image as Opasgetränk [grandpa's drink]. I really liked how he interviewed the shop owner of Hopfen und Malz and how difficult it was for said shopowner to get his wares into his store.
I believe said shopowner posted the article. I'm curious if OP finds that the German consumer is willing to search out the lesser-known independent brewers, or if they stick to their local Becks, Warsteiner, and whatever.
Mr. Tierney is right, the show owner posted it. He/I did that because Todd Ehresmann, the writer did an excellent research. He found sources I did not know before. Second, many beer lovers in US and UK know all about the history of German beer and the Reinheitsgebot. When I read articles here at BA and some other blogs I feel that more people in the US know what Gose is than in Germany. But they know little about beer as a business. And it's surprising that "big" beer business in Germany is quite similar to beer business in US. Question: Who is OP? The famous "Ordinary Pilstrinker"?
I'd be interested in your view of how things are working out up there in Berlin. Do you find a lot of interest in the American beers you are selling? Are consumers interested in searching out new, independent German breweries doing non-traditional styles? Does the "Ordinary Pilstrinker" ever stop in and look for something different?
There is a high interest in beer form U.S. Unfortunately only a few craft brewers are exporting to Europe/Germany regularly (Sierra, Adams, Flyg Dog, Anchor, Left Hd, Anderson Vy, Victory, Alaskan, Brooklyn). I could sell more. If something else (Rogue) is available is because of private activity. Young German beer drinkers (age 16 to 30) prefer sweet beer-mix, mild-beer and that stuff. It’s a matter of taste, but also because imported beer (and craft beer) is more expensive than the German standard beer. The target group for German craft beer and imported beer is the age of 30+. The share of female beer lovers is higher than you might expect. IPA is a big story in Germany now. More than 25 different IPAs are available from commercial breweries. I think it’s the fruity citrus taste that makes people love it. Looks a little bit like a IPA bubble to me already. It is important to know that the situation in Berlin is not representative for the country. In the countryside the OP has chance to get good beer unless there is a craft brewery or a brewpub in his home town. Mail order is possible - there are more than ten online beer shops - but the high costs of shipping limit the business.
I find LB's comment about 30+ers being the primary target group particularly interesting, because it's a distinct contrast to the US market. From my experience, the craft brew boom there is really being driven by the younger crowd (with the exception of college kids, who consume such absurd quantities of beer and are poor and therefore stick to the cheapest of the cheap), meaning 20-somethings that are also pretty into homebrewing. Though the sweet mixed concoctions are still popular (Mikes Hard Lemonade, etc.), they tend to be viewed as a female thing. If anything, the overall beer consumption decline in America is due to increased popularity of wine and the resurgence of spirits (whiskey is booming again...I guess it's not just our politics that are throwbacks to the 19th century!!!).
Thanks to the OP for posting those links! That was a very interesting read. Several parts really stood out to me: · “So why is it that so many of us beer-lovers – despite our appreciation for the superiority of the German Pils and Weizen – find ourselves growing bored in a country with so much good beer? Three words, according to Mr. Berges: "Distribution, distribution, distribution"...” · “He had to laboriously establish personal contact with dozens of breweries and distributors one by one, and currently works with 30 (!) different distributors in order to maintain his current stock.” · “The German consumer must wake up, smell the hops, and realize that they've been duped by the beer behemoths.” Kudos to Ludger Berges for having the fortitude to deal with 30+ distributors. That has to be a lot of work! So, it is time for the German beer drinkers to “smell the hops”. More herb!! Prost! P.S. I also really liked the pictures of the beers from the rebellious brewer Pax Brau!
