Valuable
Summer 2006
A colleague of Marziou, across the Atlantic Ocean, is Dennis Keller. He is
Area Sales Manager for Star Brand Imports, a subsidiary of Heineken USA.
"I used to be a chef in a restaurant, and a sommelier, but I got tired of the
work hours, so I switched to the craft beer industry, and worked for a few
wholesalers in the beer business. Because of my background as a
sommelier, and the rise of microbrews in the USA, I got interested in
specialty beers. I became a certified beer judge."
Keller knows every aspect of many American beers, not least those
within the specialty portfolio Star Brands Imports. Keller also attempts to
link food and beer in less obvious ways. "We want to make it clear to the
consumer that there is a lot more than beer and hamburgers or beer and
pizza. Consumers have been rejecting beer for sophisticated dining
occasions. We want to recapture their imagination."
At fine dining restaurants, people are inclined to ask for the wine list,
to choose wines that match the courses of their meal. But, as Keller
wonders, why stick to wines? This biérologue has been known to create
exciting combinations, such as the tuna that was served with Heineken
Premium Light during the Forum '06 leadership conference in Miami. "If you
have salmon on the menu, an Afflighem Triple would be a very nice beer to
drink," he offers as another example. "And if I have veal on the grill, I always
go for amber beers, anything with a nutty character."
Keller meets with restaurant owners to convince them to offer specialty
beers on the wine list. "I must say that the average consumer here in the
US is open-minded and willing to try different types of beer. They are,
however, not very knowledgeable when it comes to pairing beers with
food."
It's clear that biérologues Marziou and Keller still have a challenging
road ahead. But their knowledge of beer—and their passion to promote it-
makes the journey exciting, one fine sip, and even a bite, at a time.
Although beer is a common drink in France, Marziou feels there is still a
lot to teach about the product: its taste, its history, its surprising link with
food. "In order to extend the number of beer drinking occasions, I started a
project in 2000 to inform people in the hospitality trade on how to combine
specialty beers with food dishes. I'm beginning 'a revolution' in France
because lunch and dinner are usually linked to wine. We have had success
in our efforts, although on a small scale. We definitely see more specialty
beers at dinners in the North and East of France." When he meets with
leading newspapers, regional and international press, as well as during
lectures, Marziou always emphasises the rich taste that specialty beers
provide with appropriately paired food.
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