World of Heineken 37 Winter 2007/2008
the original beverage as brewed in ancient Sumeria,
which some researchers say may have been made with
honey. The most widely consumed type of beer in the
world today, known as pilsner or lager, is commonly
made from barley malt, yeast and hops. And this light
amber-coloured liquid that we know and love was in
fact only discovered in 1842. Up until then, beer was
usually a form of ale and usually dark in colour.
Colour can play a crucial role in how drinkers perceive
their beer, but the expectations don't always match
the standard picture. In Spain, for instance, drinkers
favour light-coloured beers, says Julio Cuesta,
Corporate Relations Manager with Heineken Espana.
"We call it blond beer and it has to be bright, not dull in
colour. Darker beers are mainly consumed in the north,
where beer is drunk in pubs as an appetiser." But even
though Spanish drinkers expect their beer to be light
in colour, it must generally also have a little bitterness
to it, Cuesta says. Heineken Espana's flagship brand,
Cruzcampo, is light in colour, but slightly bitter. "But it
gets too bitter if it warms up, so it must be served very
cold or our customers would complain."
Drinkers in the Democratic Republic of Congo also
prefer beer that is light in colour. But unlike Spanish
drinkers, Congolese drinkers expect their beer to have
some sweetness in it, like Bralima's flagship brand,
Primus.
In fact, there is a worldwide trend developing toward
lighter-coloured beers, which are famed for their
