Upset Hindus have urged Anheuser-Busch InBev to change the name of its popular Brahma beer, calling it highly inappropriate. “Creator god Lord Brahma was highly revered in Hinduism, and was meant to be worshipped in temples or home shrines, and not to be misused as a ‘toasting’ tool or selling beer for mercantile greed,” said Hindu statesman Rajan Zed.
Waitrose has rolled out Iceland’s Einstök Artic Pale Ale across its stores. Available in a 33cl can it uses the country’s inimitable pure water and three types of hops, joining the brewery’s White Ale (wheat beer) on the store’s shelves. The 5.6% ABV brew is described as full flavoured with beautiful hop aromas, toffee notes, and a thirst-quenching, crisp bitter finish. Perfect match to a wide range of summer barbecue fayre.
An Erdinger Weissbräu ad campaign featuring Liverpool FC manager manager Jürgen Klopp (pictured above) has launched. The campaign is all about wheat beer enjoyment, including the right way to pour, a perfect head, football, and Jürgen Klopp the private person.
Jürgen said: “When we first got to know each other, I quickly realised that Erdinger’s owner, Werner Brombach, was an inspirational guy. We had an instant understanding and shared many of the same views on respecting and motivating those around us. We have a passion for quality and hard work, encouraging talent and single-mindedly pursuing our objectives, whilst recognising the importance of a balanced lifestyle and enjoyment of our surroundings. Our mindset is positive and very similar, and I think we’re going to have a lot of fun working together here in the UK.”
OneCircle, the specialist in sustainable kegs, has announced a commercial partnership with Australia’s Vinpac International, part of the Endeavour Group, to support growth in this strategically important market. Vinpac is the first official reseller of OneCircle’s KeyKeg, UniKeg, and accessories in Australia.
Yakima Chief Hops, alongside distributor partner Country Malt Group, has presented $117,807 to the Pink Boots Society, a global non-profit organisation with a mission to assist, inspire, and encourage women to advance their careers through education. The cash has been raised through sales of a Pink Boots Blend beer. The blend is produced by YCH and sold through YCH and CMG, and is still avaiable via shop.yakimachief.com/
Lowlander Botanical Beers, from the Netherlands, has added a Tropical Ale to its range. With an ABV of 3.8%, the brew is made using Lowlander’s unique botanical brewing method; a hybrid infusion of botanicals and beer, as well as herbs, spices and fruits. Lowlander Islander Tropical Ale is brewed with oranges from the island of Curaçao, in the Caribbean, and dragonfruit.
Warwickshire’s Purity Brewing has entered into an agreement with Australian brewer Prancing Pony to sell a selected range of each other’s beers in their respective countries. Purity has been brewing and distributing Prancing Pony’s Hopwork Orange for a while and they will soon brew and release India Red Ale to the beer drinking community in the UK. In return, Purity will be sending its Session IPA down under.
The oldest brewery in the Nordic countries has published a study on its brewmasters as it marks its 200th anniversary. Sinebrychoff was established in 1819 when the Russian merchant, brewer, and distiller, Nikolai Sinebrychoff, won the auction for the rights to build his brewery in Hietalahti, Helsinki. Today, Sinebrychoff is part of the Carlsberg Group. You can read the study here.
The UK’s Fourpure Brewing Co and Magic Rock Brewing are coming together under a banner of breweries that includes Australia’s Little Creatures, New Zealand’s Panhead, and most recently New Belgium Brewing, out of the US. Little World Beverages is Lion Australia’s global craft arm. The newly created division of the Australian brewing business will be spearheaded by Lion’s Gordon Treanor, who has more than 20 years’ experience in beer, most recently heading up Lion’s craft portfolio in Australia.
Importer Morgenrot has extended its vandeStreek selection of low-alcoholic brews from the Netherlands with the launch of a fresh and fruity sour beer called Fruit Machine. It arrives in tandem with the brewer’s Playground IPA. Both are 0.5% ABV.
Beer Hawk Fresh has signed a distribution partnership with Swinkels Family Brewers, making a range of iconic European craft beers available to UK bars and retailers in prime chilled condition. The deal builds on Swinkels’ existing distribution agreements, and adds beer ranges including Rodenbach, Palm, Cornet, De Molen, and La Trappe to the portfolio of craft drinks supplied by Beer Hawk Fresh.