The Brewer World Conclave provided an opportunity for exhibitors to meet, network, and interact with potential customers such as Beer Manufacturers, Micro Breweries, Craft Breweries, Turnkey Project Consultants, and many more.

These exhibitors included some of the top importers and suppliers of malt, hops, yeasts, beer and brewing equipment and technology providers. The exhibitors involved this year were Falcon, SpectraA Technology Solutions, Zytex Biotech, Lallemand Specialities Inc, Ace technologies, Lumiere Technologies, DVKSP Impex, Brewnation, Biofact India Enterprises, Gai Macchine Imbottigliatrici Spa, Brew Esssentials, Economy Process Solutions, Rapid Bevtech, Lehui Finnah India Engineering and Equipment, Donaldson India Filter Systems, Rinac India, Krome Dispense, Wild Goose Filling, Om Distributors, Chr. Hansen India, Pall Corporation, Brewdriver, Micronizing India, Innopac Crown Packaging, Prodeb Brewery Technology Belgium, Hypro Engineers, Geist Beerworks Restaurants & Microbrewery and Diversey India Hygiene Pvt. Ltd. 

Visitors shifted their focus between the exhibition floor and the series of presentations and workshops at KTPO Conference Hall, designed to give participants a deep dive into the world of beer and brewing. Nguyen Duc Huy, Regional Sales Manager SEA, Fermentis along with Vidya Kubher, Head Brewer at Geist Brewing Co., set the tone for the day with a presentation on “Yeast & Hops Interaction- A Practical Guide For Brewers.” As they noted, the importance of the aroma and flavour potential of varied hops and their interaction with a variety of yeast and styles of beers.

Following that, there were three-panel talks with well-read and experienced brewers and owners, aimed to cover all aspects of brewing techniques. The first session focused on “Brewing beers with local ingredients and giving an Indian spin to the World’s favourite beverage,” The second discussion focused on thinking through dos and don’ts when brewing to guarantee consistency and high-quality brews every time. A panel discussion on “Preparing a business plan to launch your microbrewery, brewpub, or taproom” was the day’s final event.

Day 1 of the BW Conclave also included presentations designed to help breweries and brewers already involved in the beer industry to develop their expertise even further. For example, followed up with some valuable presentations on how beer brand owners can take advantage of smart industry brewing solutions for their brands, including ‘Brew more from less-Sustainability at all levels, BLEFA Stainless Steel Containers for Beverages, SmartBev Solutions by Chr. Hansen, the importance of cleaning and hygiene for the brewing industry and Sustainable beer filtration and stabilisation solutions for tasteful results. 

Day 2 opened with a Strong Community: Smart Business presentation by Charles Guerrier, Founder of Asia Brewers Network, which was followed by a technical presentation on Biotransformation 101 by Scott Sharp Heward, Technical Manager, Lallemand Brewing and a presentation by Stephan Raeker, Sales Director Asia, Hopsteiner on Five ways to save money on hops and still brew amazing beers.

The second day also hosted 3-panel discussions and two workshops with brewers and CEOs from the industry. The discussions mainly focused on topics like the Future of Kegging and Growler Business in India, Making a Pan India Brand- the Future of Tier 2-3 Cities, Scaling up your recipe from pilot brewing to production brewing and Troubleshooting. The workshops  IPAs of the World by Lallemand Brewing and Hops Sensory Workshop by Glen Harrison, Technical Brewer at Ellerslie Hops. 

Following the presentations, panel discussions and workshops, the second day also called for the awards ceremony for giving away the prestigious BOI and Brewer World Awards to the winners. The management presented the BW (Brewer World) Awards and BOI Awards (Beer of India Awards) to recognise excellence in the Beer and Brewing Industry. For the BOI Awards, this year the judging panel consisted of BJCP judges, certified cicerone and sensory experts. We had 5 judges, 58 categories and 205 entries this year. The beers were judged/ scored on the following criteria 1. Colour 2. Aroma 3. Flavour 4. Mouthfeel 5. Overall impression. After 10 days of vigorous judging and scoring more than 200 beers in three different cities around the country. Brewer World announced the award winners on the 24th of February at KTPO. The awards were presented by our esteemed founding members,  Anitha Raghunath, Suraaj Nair, Raghunath and our sponsors to all winners. 

Suraaj Nair, Co-Founder and Director of Brewer World, expressed his gratification at the event’s success, saying, “We are absolutely delighted to have organised an event that aims to showcase the best of the Indian brewing industry. The Brewer World Conclave was highly successful in providing opportunities for industry stakeholders to gather, discuss, and collaborate. We were delighted to feature 30+ brands this year, showcasing the most recent technologies, products, equipment, and solutions available to Indian beer manufacturers as well as  giving out the BW Awards and BOI Awards across categories for Excellence in different aspects of beer and brewing. We would like to thank our speakers, media partners, supporting associations, judges, venue partners, and, most importantly, the attendees for their participation and their involvement in this event.”

About Brewer World

India’s 1st of its kind online beer ecosystem connecting B2B and B2C beer industry stakeholders. A platform for beer enthusiasts to receive the latest news and information, participate, interact, contribute content and thereby belong to a beer community. Brewer World has taken the initiative and has organised BW Conclave, – India’s only dedicated 3-day B2B expo, conference and awards for the beer and brewing community under one roof to capitalise on the current growth potential and to close the market gap. 

To know more, please visit: www.brewer-world.com/ www.bwconclave.com

To participate as an exhibitor for the next event, reach out to: suraaj@brewer-world.com/ divya@brewer-world.com

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Sharing the stage with established breweries from countries like Belgium, Italy, the US, France, Brazil, Germany, Japan, and China – Jammu’s family-run brewery wowed judges with its entries – Kotsberg Pils & Six Fields Cult. The fact that Indian brands outshone other international brands in this prestigious competition in Belgium, where beer brewing has been practiced since 3AD, is a matter of great pride. Other beers that were honored with awards this year included Grimbergen (Carlsberg Breweries), Hoegarden (AB-Inbev), Bavaria Pilsner (Swinkels Family Brewers), Duvel (Duvel Moortgat).

Referring to the remarkable feat, DeVANS Managing Director Mr Prem Dewan said, “DeVANS has regularly been winning accolades for the quality of its beers, but this is very special. With a panel of 85 independent beer critics from across 20 different countries judging over 1,800 beers from around the globe, the Brussels Beer Challenge, now in its 11th edition, is undoubtedly one of the world’s most prestigious beer competitions. We exult in the fact that our homegrown brands stand tall among the global players in the segment.”

In addition to the winners at Brussels, DeVANS is also the manufacturer of Godfather Legendary, the most-awarded Indian beer which has bagged Gold awards regularly in all blind-tasting events in the Country. The brand has won Gold awards consecutively for the last 3 years at the Spiritz Selection Awards – a blind tasting competition organized at New Delhi by India’s leading alco-bev magazine Spiritz. Godfather also won the Gold award at The Beers of India Awards at Bangalore in 2022. Its other brands – Six Fields Blanche, Six Fields Cult, and Kotsberg have also been regularly coming on top in all competitions. The awards at Brussels make this a special year for DeVANS.

DeVANS has been in the business for more than 60 years and is one of the leading liquor houses in the Country known for manufacturing quality beers. It recently entered the single malt segment with the launch of its GianChand Single Malt Whisky, which is winning accolades from all over. Devans manufactures international quality beers in bottles and cans and draught beers in 5L party kegs & 30L kegs. It also exports its beers to the USA, UAE, AUSTRALIA, NEW ZEALAND, SINGAPORE, HONG KONG etc. Its beers & spirits are produced under strict quality control parameters under the guidance of professionals who are experts in their fields of operation.

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The more than decade-long planning of this year’s global soccer tournament has been fraught with multiple changes to the host country’s alcohol policy. While Qatar does not ban alcoholic beverages, it does severely limit where they can be purchased, strictly regulating the sale to hotel bars and other limited locations. The final update was released last Friday, with Qatar limiting the sale of alcoholic beverages to “the FIFA Fan Festival, other fan destinations and licensed venues” outside of the eight stadiums perimeters, FIFA said in a statement.

Anheuser-Busch InBev paid a reported $74 million to be the official beer sponsor of the 2022 World Cup and showcase its flagship Budweiser, but sadly after last week’s decision, the company can only sell its non-alcoholic brand Budweiser Zero to fans at matches.

The 2026 World Cup will kick off in June 2026, hosted by the U.S., Mexico and Canada.

While A-B and FIFA negotiate the fallout, Budweiser’s beer stock may not go to waste. The company posted a photo of Budweiser pallets on Twitter Saturday. Budweiser said Friday that restrictions at World Cup matches were “beyond our control,” after FIFA and host nation Qatar announced beer sales around stadiums would not go ahead.

Article Source: Brewbound NDTV

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AB InBev India, the leading beer and beverage company, today announced the launch of Magnum Double Barrel whiskey, marking its foray into one of the largest global whiskey markets. Magnum Double Barrel whiskey is an India-first innovation that reiterates one of the company’s strategic pillars to lead and grow the category by unlocking new occasions through innovative product offerings.

The launch of Magnum Double Barrel whiskey is part of the company’s Beyond Beer portfolio. With the introduction of beverages ranging from energy drinks to whiskey, the world’s leading brewer aims to lead premium category growth across beverage segments, while keeping consumer centricity at the core.

Commenting on Beyond Beer and product launch, Kartikeya Sharma, President – India & South East Asia, AB InBev said, “We are thrilled to introduce Magnum Double Barrel whiskey, marking our foray in the spirits category with an Indian-first innovation. India is amongst the top markets for Budweiser globally and we remain confident that Magnum Double Barrel whiskey will be the first of many new innovations for our consumers in India. We remain steadfast in our commitment to offer unmatched experiences, unlock new occasions and cater to evolving consumer needs with a diverse beverage offering in India.”

Artfully curated for the Indian palate but distinctively global in manufacturing craftsmanship, Magnum Double Barrel whiskey is a combination of American corn whiskey aged in white oak barrels in Kentucky and the finest of Indian single malts aged in ex-Bourbon casks, in Goa. The company is sourcing and blending Magnum Double Barrel whiskey in partnership with Sazerac and their Indian subsidiary JDPL. This has resulted in a blend of signature flavors that are silky soft with a malty and complex, creamy finish. Magnum Double Barrel is well suited for customization and urges patrons to sip their whiskey, the way they like it.

Commenting on this launch, Vineet Sharma, Vice President Marketing – South Asia, AB InBev added, “Magnum Double Barrel is a true homage to the collaboration and exchange between continents, countries and cultures. The unique concoction of American corn whiskey with the finest Indian single malt is a first for the Indian audience. We are confident that the introduction of Magnum Double Barrel whiskey will further elevate consumer experiences with high-quality, inclusive and differentiated offerings that will attract loyal whiskey-drinkers and consumers exploring the category alike”.

Magnum Double Barrel’s launch campaign – Make New Happen, delivers on the spirit of innovation and originality. The objective of the campaign is to liberate whiskey – creatively tapping the cultural nerve of consumers who are rewriting the rules of its consumption and breaking perceptions around it. The communication caters to the ever-evolving, diverse tastes and preferences of consumers above legal drinking age who emphasize savoring their drinks by experimenting with flavors and discovering premium alternatives to classic blends.

Magnum Double Barrel whiskey is now available in Maharashtra and Goa at leading alcohol retail outlets, pubs, bars and restaurants. Magnum Double Barrel whiskey will soon be available in Karnataka, Haryana, West Bengal, Uttar Pradesh and Punjab.

About AB InBev India

AB InBev India is a leading beer and beverage company with a leadership position in premium and super premium beer category. It has a diverse portfolio of global beer brands including Budweiser®, Budweiser Magnum®, Corona®, Hoegaarden®, Stella Artois®, Beck’s Ice®, Haywards5000® and KnockOut® amongst others. Headquartered in Bengaluru, its national presence in the country is supported by multiple manufacturing units spread across states and a robust distribution network. AB InBev India has a range of no-alcohol beers like Budweiser 0.0®️, Hoegaarden 0.0®️, Hoegaarden Rosée®️ and also expanded Beyond Beer into new categories with non-alcoholic energy drink with Budweiser Beats®️. AB InBev India is part of Budweiser Brewing Company APAC (Bud APAC), listed on the Hong Kong Stock Exchange under the stock code “1876”. Bud APAC is a subsidiary of AB InBev, which has over 600 years of brewing heritage and an extensive global presence spanning continents and generations. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strength of approximately 169,000 colleagues based in nearly 50 countries worldwide. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest ingredients. www.ab-inbev.com

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AB InBev India, the leading beer and beverage company, today announced the introduction of a new range of fruit-flavoured beers from Hoegaarden that is a play on the original brew infused with fruity variations. The original Belgian Witbier, Hoegaarden, is one of the leading global super-premium brands, boasting of a recipe that originated in 1445 and has stood the test of time. The range introduces two flavours: Rosée and Nectarine, which bring alive the notes of Raspberry and Peach. The introduction of Hoegaarden Flavours further strengthens AB InBev’s leadership position in India’s premium, super premium beer category. It reaffirms the company’s goal of developing the industry through new and innovative product offerings. Hoegaarden Flavours will be priced at INR 195 for a 330 ml pint and INR 230 for a 500 ml can in Karnataka and INR 220 for a 330 ml pint and INR 275 for a 500 ml can in Maharashtra.

Commenting on the launch, Vineet Sharma, Vice President Marketing – South Asia, AB InBev, said,

“We are delighted to introduce two delicious flavours from Hoegaarden, ‘Nectarine’ and ‘Rosée’ that combines Hoegaarden’s strong brewing heritage, connection with nature and the highest quality ingredients. Considering the shift in consumer preferences towards flavoured beers and experimentation, this is an incredible opportunity for us to shape the wheat beer category in India through innovations that meet consumers’ needs better than ever before. We are confident that the launch of Hoegaarden Flavours will elevate consumer experiences with high-quality, differentiated offerings and further strengthen our leadership position in the beer industry.” – Vineet Sharma, Vice President Marketing – South Asia, AB InBev

Bursting with flavours that accentuate Hoegaarden’s characteristic citrusy-spiced notes, this range of fruit-forward beers is the perfect experience for indulgence and rejuvenation. An explosion of peach and raspberry flavours blend with the Witbier in every sip to create a delicious beer experience like no other. The wheat beer segment is expected to grow at 20% annually, primarily driven by millennials who prefer a repertoire of offerings and are more open to experimentation, paving the way for the market to carve out a niche for itself.

With the launch of Hoegaarden flavours, AB InBev India is capitalising on the growing consumer trend for styles and flavours. India’s beer culture continues to flourish with new trends and experiences, and the consumer mindset is evolving to become more experimental. Hoegaarden has been gaining popularity amongst novelty seekers, and Hoegaarden Flavours is a natural progression to the brand’s journey in India. This new range is added to the global brand’s family and its non-alcohol variants, Hoegaarden 0.0 and Rosée 0.0.

About AB InBev India:

AB InBev India is a leading beer and beverage company with a leadership position in the premium and super-premium beer categories. It has a diverse portfolio of global beer brands, including Budweiser^®, Budweiser Magnum^®, Corona^®, Hoegaarden^®, Stella Artois^®, Beck’s Ice^®, Haywards5000^® and KnockOut^®, amongst others. Headquartered in Bengaluru, its national presence in the country is supported by a dedicated team, multiple manufacturing units spread across states and a robust distribution network. AB InBev India has also expanded beyond beer into new categories with a range of no-alcohol beers like Budweiser 0.0^®, Hoegaarden 0.0^®, Hoegaarden Rosée^®, and no-alcohol energy drink with Budweiser Beats^®.

AB InBev India is part of Budweiser Brewing Company APAC (Bud APAC), listed on the Hong Kong Stock Exchange under the stock code “1876”. Bud APAC is a subsidiary of AB InBev, which has over 600 years of brewing heritage and an extensive global presence spanning continents and generations. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strength of approximately 164,000 employees’ in nearly 50 countries worldwide. The world’s leading brewer is committed to building high-quality brands that stand the test of time, brewing the best beers using the finest natural ingredients and offering the best brand experiences responsibly.  And its commitment to communities continues to be an integral part of consumers’ lives for generations to come. www.ab-inbev.com

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Budweiser 0.0 has celebrated Global Be(er) Responsible Day (GBRD) for over a decade before making the shift to Smart Drinking Week in 2021. This year, the globally loved beer brand has launched a unique initiative to familiarize consumers/patrons with ‘The Art of Drinking’ in India. Through ‘The Art of Drinking’ Budweiser 0.0 seeks to convey the message that beer enhances great times for not just you but also those around you so long as you Drink Smart.

The campaign seeks to change the narrative around drinking – from it being viewed as a sport where the quickest, fastest individual who pushes their limits is considered fun and cool to repositioning it as a skill, an art form once acquired and mastered leads to great experiences, every time you drink. The Art of Drinking goes much beyond responsible consumption because Smart Drinking is not a compromise, but a way of life that empowers consumers to enjoy to the fullest.

Speaking on the occasion, Vineet Sharma, VP – Marketing, AB InBev South Asia said,

“As a leading brewer in the country, we are committed to offer choice to our consumers through our ever-growing portfolio of No-and Low-Alcohol beverages empowering them to drink smart and enjoy responsibly. Budweiser 0.0 is also committed to equip consumers with tips that can unlock memorable experiences. Be it hydrating, eating, or pacing consumption – there are numerous ways to practice moderation and reduce harmful consumption and that’s exactly what The Art of Drinking brings to fore – a light-hearted take on fostering the culture of smart drinking. We are invested in our ambition to influence social norms and re-frame the way our category consumption is perceived in India.” – Vineet Sharma, VP – Marketing, AB InBev South Asia

While the brand’s commitment to reducing the harmful consumption of alcohol is actioned all year round through non-alcoholic offerings like Budweiser 0.0 and responsible marketing and communications, this one week is dedicated to celebrating Smart Drinking. Budweiser 0.0 is sharing tips that can be effortlessly practiced to ace The Art of Drinking such as grabbing a bite, hydrating with a glass of water and swapping to a non-alcoholic beverage to pace out one’s consumption.  The brand believes that with the right actions and behavior, these hacks will help consumers to achieve a perfect night and enjoy their Buds to the fullest.

To drive further mileage – Budweiser 0.0 social handles will be converted into a repository of hacks to ace The Art of Drinking with illustrators and key influencers joining the conversations, sharing their own renditions.

The multi-faceted campaign also had on-ground levers where the brand hosted a spray-painting event in Mumbai with top multidisciplinary visual artists, Santanu Hazarika and Zake who created a masterpiece while championing The Art of Drinking. The theme of the eclectic artwork revolved around the core principle of the initiative i.e., to inculcate Smart Drinking behaviors and normalize responsible consumption. The by-invite-only event was attended by select media, creators and consumers who were encouraged to try their hand at spray-painting, revealing their own hacks on how they ace The Art of Drinking. Over 200+ trade outlets in select cities are supporting the cause – encouraging citizens to hydrate, eat and pace their consumption.

Involving consumers to partake in the initiative, Budweiser 0.0 has also launched a microsite where patrons can pledge to champion ‘The Art of Drinking’ and each pledge-taker will be gratified for their commitment with a certificate.

To know more about this initiative, head over to the microsite: https://theartofdrinking.in/

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Seven Rivers is a beer made for India. It is a representation of the land we belong to. Its uniqueness stems from its penchant to bring flavours and styles which find resonance with the Indian palate. The brand will be launching two styles in the market.

Seven Rivers Hefeweizen

ABV: 6.5% | IBU: 12

Seven Rivers Hefeweizen is a strong wheat beer brewed for the Indian palate. This one is not for the faint hearted! This golden beauty is bready and malty sweet with a whiff of banana and a hint of clove. The fruity aromas heighten the appeal of this wheat-based brew.

Seven Rivers Witbier

ABV: 4.5% | IBU: 8

The Seven Rivers Witbier is a take on the Belgian Classic featuring fresh notes of citrus orange and coriander. A straw hued, light and easy drinking beer, the Witbier promises to refresh in every sip.

The new designs on these labels are colourful and attractive yet clean and minimalistic. We asked Vineet Sharma, VP Marketing & New Business Development, AB InBev India, to elaborate a little more on the brand’s visual design. “The design takes inspiration from ‘The land of Seven Rivers’. If you look closely, the design tells the origin story of the ingredient. The place where the ingredient is born. The natural and unspoilt land pays homage to our terroir which brings to life these wonderful ingredients which make our beers what they are – Smooth, sessionable and very flavourful. The other element which we’ve used extensively is our septagon, our logo unit. You’ll also see this unit traverse very seamlessly in all our creatives and assets in the market.”

Seven Rivers believes in the exciting possibilities which India presents to the art and science of brewing. India is a land of myriad tastes and flavours, and it is about time that someone took the westernised beverage, that is beer, and added local flavours to make it their own. Tried and tested flavours which leave us refreshed, always. Flavours which we keep going back to. Flavours deeply embedded in the idea of belongingness to this land of Seven Rivers.

Since Seven Rivers believes in the exploration of Indian flavours, what are some of the Indian elements that went into the curation of these two beer variants? We asked.

“The name Seven Rivers was something that came very naturally. We were clear that craft for us was paying homage to the homegrown. A lot of our brew philosophy at the Seven Rivers brewpub also stems from this very notion – Taking inspiration from the local palate. Moreover, our Brewpub partnership with Taj Hotels – A proud flagbearer of all things India brings alive the myriad flavours like never before. Naturally, the packaged beers coming from the house of Seven Rivers will always be a representation of local flavours – Be it the zestiness of the orange in our Witbier or the spiciness of clove in our Hefeweizen.” – Vineet Sharma, VP Marketing & New Business Development, AB InBev India.

Seven Rivers Hefeweizen has just hit the shelves and Witbier is set to launch very soon. Stay tuned for more updates.

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Last year’s Cannes Lions awards, which were given for work from 2020/2021, saw AB InBev amass an outstanding haul of 40 Lions; two Grands Prix, two Titanium, nine Gold, 10 Silver and 17 Bronze Lions in total. Over the past few years, some of the standout work has included Budweiser’s ‘TagWords’ in Brazil, Corona’s ‘The Match of Ages’ in Mexico, Bavaria’s ‘Tienda Cerca’ in Colombia and Michelob Ultra’s ‘Contract for Change’ in the US, which won the PR Grand Prix and a further eight Lions including a Titanium.

Speaking at Cannes Lions Live, 2022 Titanium Lions Jury President Susan Credle, cited the strength of the agency client relationship as a big theme across the Titanium Lions winners.

Calling out the multiple Lion-winning ‘Contract for Change’, Credle said it “showed a great relationship and trust that you could go for the big idea”. She added that in presenting the piece, the client and creative showed a joy of accomplishment in their big idea that probably most of us would say “it’s crazy we shouldn’t do it”.

Simon Cook, CEO, LIONS, said, “What we see time and again at Cannes Lions is that when brands unlock their creative capability and potential they drive real business growth. AB InBev has shown how creativity can be used as a lever to drive incredible success. Its belief in the power of creative culture and capability has resulted in a body of Lion-winning work and it’s a shining example of a brand that is leading the way in creative marketing. We are delighted to be recognising their sustained efforts by honouring them as our Creative Marketer of the Year.”

Speaking about receiving the award Michel Doukeris, AB InBev’s CEO, said, “This remarkable recognition reflects our commitment to harnessing the power of our creative teams and partners from around the world. It has been great to see the creativity of our brands translating into category and business growth. I’m very proud of our colleagues who always dream big and use creativity to create a future with more cheers.”

Pedro Earp, AB InBev’s CMO, said “We’re honoured to be named Creative Marketer of the Year. We’ve been on a journey over the last five years to embed creativity into the core of our business, and this award is a humbling recognition of our progress so far, as well as a testament to the people and teams who made it happen. And we are only getting started. We will continue to focus on our consumers and customers and leverage data and innovation to deliver creative business solutions that answer real needs and drive consumer, community and commercial impact.”

AB InBev will be honoured at the final Awards Show of the Festival on Friday 24 June. Cannes Lions takes place between 20-24 June and will provide an annual forum for the global industry to address the most pressing issues that they and the world are facing today.

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Communicating your approach to sustainability – from addressing climate change impacts to protecting the health and wellbeing of customers – can be a daunting task. According to the latest analysis by Bain, around 90% of brands do not embed sustainability frequently in their communications¹. The beer market is significantly behind many other sectors, with 80% of the companies showing “low” levels of communication on sustainable themes, including health, diversity and inclusion, waste, carbon emissions and water¹. So, by rectifying this, the companies have a real opportunity to gain the competitive advantage, boost growth and win market share among a more enlightened consumer base.

Trust and transparency have become valuable currencies for brands today. There is an ever-growing demand from consumers that companies operate sustainably by acting in the best interests of people, communities and the planet. Consumers are looking for businesses to help them make the best choices, to produce the things they buy in a responsible way, but without compromising on quality, taste or price.

Magali Deryckere, Associate Partner of Bain & Company, shared during a webinar organised by IFF on 23 November 2021, that 55% of consumer goods firms have done little so far to embed sustainability messaging and communications into their brand marketing.

It is time beer companies defined their “swords” – that is, the clear actions they are taking toward doing the right thing for the planet and that they know consumers care about – and start engaging the market on clear, tailored messages that explain what impact they are having in the world, she added.

Consumers and investors expect companies to act on sustainability – and businesses that do so will be rewarded. 50% of the growth in the consumer products market is coming from products marketed as “sustainable”, stated Magali Deryckere. Yet embedding sustainability into brands remains a struggle. Company CEOs are confident they have set ambitious sustainability goals, but just 5% of them feel their brands are doing enough to communicate and engage in them¹.

To tackle it in an ideal way, after defining their “swords”, they must also define their “shields,” or the areas they closely monitor and can have a positive impact on. Communications must be fact based and data driven. Consumers expect brands to act, but without any greenwash. Beer brands must help consumers understand the benefits of sustainability and communicate to them in a clear and consistent way.

Enzymes play a role in driving brewers closer to their sustainability goals. They can, for example, help reduce the need for very high temperatures in the process, reducing energy consumption in the brewery or they can help shorten the cleaning cycle, which saves both on water and energy. Sustainability teams must work closely with brand teams to understand how they are connecting with consumers. Communications must be true to the identity and purpose of each brand, with messaging that is authentic and true.

IFF has solutions to help the brewing industry when it comes to sustainability. To know more about a key component of IFF’s environmental sustainability strategy related to renewable energy, click here. For making beer, brewers use raw materials like barley, corn, rice, cassava and sorghum. Sorghum could be a likely upcoming crop for beer making, not only in African countries but also in other regions, including Europe and in Latin America. Although making beer from sorghum is not straightforward, there are a variety of solutions for overcoming these difficulties. Sorghum varieties do not contain a high enough level of enzymes necessary to transform the raw material into beer which is exactly where IFF brewing enzymes can support.

You might ask yourself: what is the benefit of using some sorghum rather than just staying with 100% malt? If you compare using 100% malt to using 50% malt^* and 50% local unmalted sorghum, there is a big environmental impact, even in different parts of the world.

In our studies based on producing a 5% alcohol lager in Ukraine, Western Africa and Argentina, using the malt/sorghum mix can deliver 20-23% saving on climate change potential. By switching to sorghum in Ukraine and in Argentina, you’ll have a decrease in land use requirements. Comparatively in Africa, to produce sorghum, more land is required which in turn is a good solution to support the local economy and communities.

It’s no secret that some of the major breweries are already using sorghum and are communicating about it. Enzymes support breweries in creating a more sustainable future, at a low use rate, enabling them to use local raw materials and supporting local communities.

The beer industry has been performing slowly to bridge the gap between sustainability performance and embedding it into brand marketing and communications. To this, IFF’s Global Product Manager for Brewing & Distilling, Jens Eiken responded, saying:

“Enzymes are small molecules with a big impact. Without enzymes, it’s difficult to process a lot of these raw materials. We have carried out a life cycle assessment documenting the impact of our enzymes and how they improve the sustainability of brewing.”

“For instance, in brewing, you may boil and cook at 100 °C. With some of our enzymes, you can reduce cooking temperature to 85°C, meaning that you have a 15°C saving on heat energy. In other examples, brewers can filter significantly more beer in a given cycle, meaning that they don’t have to wash and clean the filter so often, reducing energy and water consumption.” said Jens.

The benefits from the suite of IFF’s brewing enzyme solutions are easy to see. Our enzymes secure more efficient mashing, improve filtration, and optimise the use of a variety of raw materials, improving throughput. Each solution provides a brewing functionality which enables customers to brew uniquely.

Guided by the targets outlined by the United Nations’ Sustainable Development Goals, brewers are looking to lessen their environmental impact in various ways. For example, by cutting back on water and energy usage, as well as reducing greenhouse gas emissions and land use. The IFF’s master brewers and portfolio of brewing enzymes offer innovative solutions to help the industry meet its sustainability goals.

This article was adapted from a 60-minute online webinar moderated by sustainable business writer Tom Idle, who was joined by Katie Hoard – Global Senior Director of Sustainability at AB InBev, Görkem Demirtaşoğlu – Sustainability & Innovation Manager at Heineken, Magali Deryckere – Associate Partner at Bain & Company and Jens Eiken – Global Product Manager for brewing and distilling enzymes and master brewer at IFF.

You can see the webinar on-demand via: Mind the gap: It’s time for brewers to engage consumers on sustainability. Here’s how (pmi-live.com)

Source:

1. https://www.bain.com/insights/sustainable-brands-in-your-future/
2. https://pmi-live.com/events/mind-the-gap-its-time-for-brewers-to-engage-consumers-on-sustainability-heres-how/

The post Mind The Gap: It’s Time for Brewers to Engage Consumers on Sustainability first appeared on Brewer World-Everything about beer is here.

The post Mind The Gap: It’s Time for Brewers to Engage Consumers on Sustainability appeared first on Brewer World-Everything about beer is here.

Seven Rivers x Fermentis

The English Barleywine at Seven Rivers Brewing Co. was fermented with SafBrewTM HA‑18 yeast, a strain that was carefully selected for this high gravity ale by Fermentis. HA-18 is a powerhouse yeast that produces many fruity flavours in the final beer, thanks to its high ester release. It also produces phenols, potentially imparting clove or spicy flavour to the Barleywine. Every flavour derived from its fermentation perfectly synchronizes with rum-soaked oak chips and the maple syrup character of the speciality beer.

This active dry yeast has all the essential enzymes for producing high alcoholic beers – such as an English Barleywine in this case. The enzymes are essential to break down longer chain starches typically present in high gravity wort. Building on this, HA-18 is also a thermotolerant yeast that accommodates a better fermentation temperature window ranging from 25°C – 35°C.

“With our target ABV being on the higher side of 7.9%, finding a yeast strain to ensure we get the right attenuation and flavours was the key, and HA-18 was the perfect fit,” says Lynette Pires, lead brewer at Seven Rivers Brewing Co.

X’mas Barleywine

X’mas Barleywine is Seven Rivers’ take on a traditional English-style Barleywine, and it makes up for an ideal beer to ring in the winter and festive season. It’s a strong, malty-rich complex ale with enticing aromas of dried fruits such as raisins, prunes and figs backed by a mellow woody and earthy note hovering in the background. In a glass, it pours in a gorgeous deep red colour with ruby garnet and a slightly tanned, creamy head.

Seven Rivers Brewing Co. has gone all out with this one to mature and condition it with rum-soaked oak chips along with a generous amount of their Christmas fruit & nut mix. To make it even more intriguing, Fenugreek seeds have been added to lend the beer a maple syrup-like character, further complimenting the full-bodied ale. An impactful and  boozy seasonal delight indeed! We asked what sparked their interest to brew a rare English Barleywine; this is what she had to say.

“We love experimenting with new styles and flavours, so it seemed only fitting to bring in the festive season with a unique style like the Barley Wine. Barley wines are big malty, rich brews with a complex flavour profile and notable warm alcohol notes. We chose a variety of special malts and earthy hops to get our desired profile. We even gave it a little bit of a personal touch by infusing it with a blend of rum-soaked dried fruits and oak chips which makes our Xmas Barleywine a truly special brew!” – Lynette Pires, lead brewer at Seven Rivers

It goes without saying that Seven Rivers is no stranger to seasonal and collab-brews. To understand their timeline, we asked Lynette to highlight some of their speciality brews this year. “A few highlight speciality brews for this year were the Pink Boots Collab which was India’s first All-Women brew on International’s Women’s Day, and our seasonal collab with our neighbours Arbor Brewing Co.”

In addition to this, Seven Rivers’ other seasonal or speciality beers include a Guava NEIPA, Scotch Ale, Pret-zale, Salted Lime Gose and Jamun Sour. Each style boasted a unique profile. “At Seven Rivers, we believe in expanding through diverse Indian flavours and styles, and we look to incorporate a variety of local and seasonal ingredients into our brews.

We look forward to collaborating with other breweries, local artisanal brands, and vendors to create fun, innovative brews together. We believe in growing through partnerships as they allow us to interact and grow together as a community.” Lynette signs off.

The post Seven Rivers & Fermentis Team Up To Spread Holiday Cheer With Xmas Barleywine first appeared on Brewer World-Everything about beer is here.

The post Seven Rivers & Fermentis Team Up To Spread Holiday Cheer With Xmas Barleywine appeared first on Brewer World-Everything about beer is here.