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World ofHeineken 39 - winter 2008/2009
The first barrel of Puntigamer Winter beer being tapped in Austria.
Drawing on all of the brewmaster's skill, winter beers
are often a deep amber colour, darker than most other
beers, and have a creamy rich head. Originally intended
to fortify people against the cold of winter, these beers
tend to be stronger and denser, have more calories
and a stronger flavour than standard beers due to the
richness of the ingredients.
Preparing winter and Christmas brews gives
brewmasters an opportunity to indulge their creativity,
adding individual little touches to make the beer
special. Often made from the season's late barley
harvests, winter beers benefit from cooler autumn
temperatures and can age quietly, reaching full
maturity around Christmas time.
FRANCE AND BELGIUM
The Alsace region in north-eastern France has long
been renowned for its exceptional culinary tradition.
Fischer is a brand that enjoys a consumer brand
awareness of at least 87 per cent in France. Its
Christmas beer, Fischer de Noël celebrates these roots
by being made of exclusively Alsatian ingredients,
according to Ségolène Allache, Brand Manager of
Fleineken France.
"Fischer's logo, characterised by a distinctive Mannele
or 'little man' has been adapted - he has been dressed
up in a Christmas hood," she says.
Fischer de Noël is an amber beer with fruity and
spicy flavours matched with a touch of caramel. "The
complex structure and sweet bitterness results in
a very rich and round taste with citrus fruits, malt,
caramel and spicy flavours," says Ségolène. "Its swing-
top closing system is perfectly adapted for sharing, and
there is strong enthusiasm for the brand, especially in
its birth region, as a symbol of tradition, friendliness
and expertise."
Its limited quantity (production is planned for only
3,500 hectolitres) as well as strong and dynamic
in-store point-of-sale visibility, will promote it as a
special premium beer throughout France, although
Alsace remains its key market.
AUSTRIA
Tourism statistics confirm that Austria is a superb place
to spend winter, and special winter beers are central to
Austrian Gemütlichkeit (congeniality).
With tourists and locals flocking to the ski slopes all
winter long this is an important time in Brau Union
Austria's marketing calendar and several special beers
are rolled out to meet the increased demand.
"Puntigamer Winter Beer stands out with its rich golden
colour and a hint of copper," says brewmaster Andreas
Werner. "A bottom-fermented, amber coloured beer
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