World ofHeineken 37 - Winter 2007/2008
Affligea
drinkability and refreshment value. This is true of
the US in particular, says Papazian from the Brewer's
Association, where lighter-coloured brews are
contrasted with a growing niche interest in specialty
and craft beers. And it's also true in Thailand, where
there is a movement in the market to beers with an
alcohol content of around five per cent and a sweeter
taste, says Stoffels of the Thai Asia Pacific Brewery.
But as if that weren't enough to illustrate how varied
beer and its drinkers can be, here's another exception
to the rule: lighter-coloured beers don't have to be
light in taste or low in alcohol content. For example,
the Russian lager Ochota Krepkoe or Belgium's Abbey
beer Affligem Triple, both with an alcohol content of 8
per cent or more.
The right place
The preferences of beer drinkers around the world
vary as widely as their geographic locations. And it's
not simply about how a beer is enjoyed or what its
characteristics are - where a beer is consumed is just
as important.
In Russia, for example, drinkers generally like to share,
according to Flans Flerrmann, who spent some years
working at Fleineken Russia. "About fifty per cent
of the beer produced in the country is sold in large
plastic (PET) bottles of two litres or more," Flerrmann
says. "Beer is usually drunk at the dacha - or country
cottage - with friends and family." More than ninety
per cent of all beer in Russia is consumed in the
off-premise sector. During the summer, beer is also
popular outdoors, in parks or during strolls through
the city.
In contrast, more than seventy per cent of the
beer sold in Ireland is consumed in the on-premise
sector, reflecting a number of social characteristics.
Building upon the historical roots of the traditional
"Irish Pub", the rapid growth of the Irish economy
means Irish consumers have more money to spend
on entertainment and are more inclined to go out
to enjoy a beer. Another source of change has been
the smoking ban in pubs, introduced in Ireland in
2004, which has changed drinkers' perceptions there.
"For the general public it's much more pleasurable,"
says Tom Collins at Fleineken Ireland. "The whole
experience is cleaner and brighter. Now pubs often
serve good quality meals to go with the beer, and this
is drawing people back to the pubs." Per capita beer
consumption in Ireland is 140 litres per year, behind
only the Czechs and the Germans.
In some countries, such as Thailand, beer is consumed
quite often, but only on a few kinds of occasions. Thai
people associate beer with food, with being together,
and with sharing a drink, says Stoffels. "Our biggest-
selling product is the 64cl bottle, which people like
to share." Unlike the bars in Western Europe, beer in
Thailand is served at large open-air restaurants or
roadside foodstalls, mainly during the cooler months
of the year. Beer is also served at karaoke outlets,
where people can sing their favourite songs to backing
tracks.
In Nigeria, drinkers mainly drink from large bottles
on a wide variety of occasions. "It's fair to say
that Nigerians enjoy life," says Roland Grasman,
Technological Controller at Nigerian Breweries, in
which Fleineken has a majority stake. "They often
party here and sometimes beer is even served at the
funerals."
In South Africa, where Grasman has also worked,
people drink beer in a wide variety of circumstances.
"With their wonderful climate, South Africans live an
outdoor life if they can," he says. "So they like to drink
beer outside too, at barbecues, or attending sports
events. But they also drink beer at parties and in pubs."
Beer and food
The move toward combining beer and food is a major
trend in a number of countries around the world. In
Austria, however, this has long been the tradition.
"When I was in Holland, I discovered that people there
will often have a beer before a meal, and then move
on to wine," says Seeleitner. "In Austria, however, we
like to drink beer throughout the meal. We're a very
social culture. It's very normal to go into a pub or café,
order a beer, and then get into conversation with your
neighbour at the bar."
In the US, enjoying beer together with food is
increasingly popular among drinkers, according to
Andy Glaser, Brand Equity Vice President at Fleineken
USA. "Five or seven years ago, beer would not have
been thought of as sophisticated enough to go with
food. But premium imported and craft beers are being
increasingly promoted, and now the snowball has
gained enough mass to start having an effect. You see
a lot of stories in the press these days about how well
beer and food complement one another."
Defining the ideal beer or searching for the typical
beer drinker is an impossible task, as the answer is
different for everyone. There are so many ways that
beer is enjoyed and so many variations of the product
itself, it is clear that the world of beer is as varied as
cultures themselves. But with nearly 170 international,
national and local beers in the Fleineken brand
portfolio, we all have plenty to choose from.
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