Two Great Brands
"A
BRANDS
Three Sales
Opportunities
Hartwall, HEINEKEN's operating company in Finland, has launched
two new and unique seasonal beers. They perfectly complement the
winter season, the growing organic segment of the market and the
developing Finnish beer culture. These limited-edition beers, Lapin
Kulta Tuisku and Lapin Kulta Luomu Jouluolut, are made from the finest
organic ingredients and are proving to have the right recipe for success.
t Hartwall, one of our
objectives is to create
J^a positive culture
around beer and one way to do so is by
offering Finnish people a comprehensive
selection of delightful beers," says
Ann-Mari Hamalainen, Marketing and
Communications Director of Hartwall.
"Finns are eager to try out new varieties
of beer alongside old favourites, and
traditional authenticity and organic
ingredients are highly relevant for today's
consumer. An organic beer is a natural
complement to the Lapin Kulta family of
high-quality premium beers, the history
of which is deeply rooted in Finland's pure
natural environment."
Organic
For both new beers, all ingredients are
produced organically and, with the
exception of the hops, come from Finnish
soil. "Unfortunately, organically grown
hops are not available in Finland, so
we chose organically grown hops from
other parts of Central Europe. We use
three different types of hops, including
traditional aromatic varieties in Lapin
Kulta Luomu Jouluolut, which gives the
beer the fresh aroma typical of Lapin
Kulta," says Lapin Kulta Brew Master,
Mika Makela.
"Lapin Kulta Luomu Jouluolut is a rich
and dark Munich-style beer with a
magnificently malty flavour. In addition
to pilsner malt, caramelised and roasted
malt have also been used in the brewing,
giving the organic beer its slightly sweet
and roasted flavour. Lapin Kulta Luomu
Jouluolut makes an excellent companion
to traditional Christmas food.
"The rich and versatile flavour of Lapin
Kulta Tuisku comes from the organic malt,
top fermentation, abundant hops and
yarrow, an organic herb that has been
used in Finland in flavouring beer before
hops became common. The malt used
in Lapin Kulta Tuisku is produced from
Finnish organic barley. In addition to light
organic pilsner malt, a darker organic malt
variety, produced especially for this beer,
was used. Top fermentation creates a
number of aromatic compounds that
give Lapin Kulta Tuisku its rich, fresh and
fruity aroma."
Sales Strategy
Lapin Kulta Luomu Jouluolut is a seasonal
product and is at its best when served
slightly warmer than a typical lager.
It was available in retail stores and
restaurants from the beginning of
October until the end of last year. The
beer was sold in individual 0.33-litre
bottles and in six-packs.
Lapin Kulta Tuisku has been produced as
a numbered special batch of just 85,000
brown 0.5-litre glass bottles sealed with
beautiful traditional porcelain caps. The
beer is best served between 12-16"C and
has been available in government-owned
Alko stores since mid-December, and
selected restaurants and supermarkets
since January 2012.
36 World of HEINEKEN Quarter 12012
