BEER AND CIDER CATALOGUE CONTENTS 1. ABOUT BEER 6 2. BEER INGREDIENTS 8 3. BEER STYLES 9 5. ABOUT CIDER 12 6. OUR CIDER CATEGORIES 13 7. OUR WINNING PORTFOLIO 14 - LAGERS • SUPER PREMIUM 19 • PREMIUM 31 • CLASSIC 41 - LAGERS OF THE WORLD 49 - SPECIALITY BEER 75 - OUR CIDERS 91 - ALCOHOLIC GINGER BEER 103 8. PRICE LIST 2015 106 3 ABOUT BEER ABOUT BEER Beer – it’s the chosen beverage of English kings, could start the fermentation process; probably it got five. At the time, the drink was always including everything from olive oil, cheese science of beer making moved from the street business, consisting of several dominant Egyptian stonemasons and Homer Simpson. was just a happy accident by an unsuspecting or unfiltered, and cloudy, bitter sediment and carrots. In addition to being cloudy and filled with to the cloisters. Christian abbeys were the multinational companies and many thousands And it has a long and celebrated history going unwitting inventor. would gather at the bottom of the drinking sediment, the liquid would be too heavy to create center of knowledge and learning in the middle of smaller producers ranging from brewpubs back to 3400 B.C. vessels. Special drinking straws were invented the head of foam so prized by a good bartender Ages, so monks became the repositories of beer to regional breweries. While the varieties have Beer brewing continued during the Babylonian to avoid the muck. pouring the perfect pint of Heineken today! recipes and monasteries turned into breweries. exponentially grown, the foundation is still The first beer was called “Liquid bread” and and Egyptian empires, and it’s estimated the Their refined techniques resulted in the clear, there... and it’s awesome! was discovered in the vicinity of the ancient Babylonians had recipes for as many as 20 Of course, ancient beers tasted much, much In spite of what was, to our tastes at least, frosty, frothy brews we know today. city of Babylon. This earliest beer recipe calls different types. Hammurabi’s Code, the ancient different than our contemporary brews. Back a less-than-appetising finished product, for soaked grains to be mixed with bread and Babylonian set of laws, decreed a daily beer then, it was common to add spices and herbs brewers continued to mash, ferment and Being one of the oldest crafted beverages in water: The bread would provide the source of ration to citizens. The drink was distributed to the fermenting mixture, as well as other consume beer—and quite a bit of it, if finds at the world, beer has been enjoyed by billions yeast, which was the catalyst for fermentation. according to social standing: laborers received ingredients that would seem strange to us, archeological sites from the Greek and Roman throughout history and remains a favourite It isn’t known how Sumerians figured out bread two liters a day, while priests and administrators eras are to be believed. As time went on, the today. The brewing industry is a global Alulu beer receipt – This records a purchase of A funerary model of a bakery and brewery, from A replica of ancient Egyptian beer, brewed from A 16th century brewery The Caledonian Brewery, founded in 1869, Bottling beer in a modern facility, 1945, “best” beer from a brewer, c. 2050 BC from the the Eleventh dynasty of Egypt, circa 2009–1998 BC emmer wheat by the Courage brewery in 1996 Edinburgh, Scotland Australia Sumerian city of Umma in Ancient Iraq. © CC-BY-SA-2.5 Keith Schengili-Roberts © CC-BY-SA-3.0 Vclaw All the imagery and titles on this page belong to Wikipedia - http://en.wikipedia.org/wiki/History_of_beer 5 ABOUT BEER ABOUT BEER Did you know? 1 2 3 4 5 6 Coming in behind tea, beer is the The very first Oktoberfest was In 1600 BC Egypt, beer was used Cenosillicaphobia is the fear of an It takes 1,500 gallons (5,678 liters) of Budweiser family is the largest beer second most popular beverage in held in Munich in 1810... and still to treat over 100 illnesses. empty glass. water to process one barrel of beer. brand in the world selling 340 bottles the world. thrives on a yearly basis today! per second across the globe. 7 BEER INGREDIENTS BEER STYLES MALT: The combination of water and grain creates the rough outline of the beer before the defining details are provided by the LAGERS SPECIALITY hops and yeast. Malted barley is the most common brewing grain but it is not the only cereal used: wheat, oats and rye add texture and flavour to beer, while rice and maize tend to lighten the flavour. The most popular beer style world-wide and Many beer styles have been invented out of necessity: it was the only beer that could be made considering most commonly recognised through its light the circumstances. Our impressive range of Ales (and Bitter), Stout, Ginger Beer (i.e. Crabbie’s) and other Grain provides the sugars needed to make the alcohol. It also provides body and colour, and the brewer produces the colour and pure taste. There is a large variety of speciality beers (I.e. Affligem Blonde, Hofbräu Weissbier, Paulaner Weiss) are unique in flavour, taste and foundation for the beer by combining different types of grain. different types of lagers in our portfolio differing origin. in flavour, colour and composition. From pale HOPS: lagers, for example Heineken, Tiger, Amstel ALES STOUT Hops bring beer to life, providing bitterness, flavour and aroma. They are the fireworks of beer! Grown around the world, Light and Budweiser, to Pilsners and dark lagers. hops are varietal with each variety having a different flavour profile ranging from delicate to brutal, where they can be Ales... Use another type of yeast and often have Stout... Is a typical dark beer which gets its colour aromatic, citrusy, spicy, tropical, herbal, earthy, grassy, piney or floral. a more complex flavour than normal lagers. This from using roasted malt or roasted barley, hops, provides the beer with its sweeter and fruitier taste. water and yeast. Stouts with their origin in Ireland Ales come in different colours and different alcoholic are low in carbon dioxide and come in different contents. From the wonderfully rich mahogany flavours of coffee and chocolate. (E.g. Murphy’s) WATER: appearance of our ESB ale to our light and golden Water is the main constituant of beer, and you need good water to make good beer. Small differences in water composition Organic Honey Dew ale. can result in big differences in flavour. Soft water, for example gives beer a soft, clean body and is especially good in lighter beer styles such as Pilsner, while hard water gives a dryness that emphasises hop and malt bitterness, so is good for Stouts. All brewers treat their water in some way. This is to balance the water composition to suit the beers they make and to ensure that the brewing water is always consistent. YEAST: You don’t get beer without yeast. These micro-organisms are looked after well in the brewhouse because good yeast means good beer. There are ‘top - fermenting’ also known as ale yeast and ‘bottom – fermenting’ also known as lager yeast. 9 BEER DRINKING OCCASIONS In a hot climate like the Gulf, a cold beer is the ultimate refreshment. Beer is enjoyed indoors and outdoors, during the day and at night. Beer is the perfect accompaniment to celebrate life; enjoying a great meal, watching sport with friends, celebrating at a live music event, or simply relaxing. 11 ABOUT CIDER OUR CIDER CATEGORIES CIDER HERITAGE When the Romans arrived in England in 55 BC, Cider also had an important economical Cider is once again enjoying a popularity surge they were reported to have found the local factor during medieval times. Cider making in the UK and across Europe. The top 5 markets Kentish villagers drinking a delicious cider- was an important industry. Monasteries sold globally for cider are; UK, South Africa, Spain, like beverage made from apples. According vast quantities of their strong, spiced cider to Argentina and France. Cider is the second most to ancient records, the Romans and their the public. Farm labourers received a cider popular alcoholic drink in the UK behind beer. leader embraced the pleasant pursuit with allowance as part of their wages, and the Over 10 million pints of cider are consumed per Craft - Super Premium. Made from 100% fresh juice. enthusiasm. By the beginning of the ninth quantity increased during haymaking. English day globally. The category is being driven by CRAFT For the cider connoisseur. century, cider drinking was well established cider making probably peaked around the mid innovation and excitement with the introduction in Europe. After the Norman Conquest of seventeenth century, when almost every farm of a range of flavoured ciders and craft ciders, 1066, cider consumption became widespread had its own cider orchard and press. such as Kopparberg and Thatchers. in England and orchards were established specifically to produce cider. FLAVOURS Premium - Largest growth, especially with flavour innovations. PREMIUM Classic - The largest CLASSIC segment in the category. 13 OUR WINNING PORTFOLIO OUR WINNING PORTFOLIO LAGERS LAGERS OF THE WORLD Country of Origin SKU ABV Page No Country of Origin SKU ABV Page No Asahi Japan Bottles, Cans 5% 21 Almaza Lebanon Bottles 5% 51 Desperados France Bottles 5.9% 23 Anchor Singapore Cans 4.5% 53 SUPER PREMIUM Dos Equis Mexico Bottles 4.5% 25 Estrella Damm Spain Bottles 4.6% 55 Heineken STR Club Bottle The Netherlands Bottles 5% 27 Hofbräu Original Germany Bottles 5.1% 57 Tiger Singapore Bottles, Cans 5% 29 James Boag’s Australia Bottle 5% 59 Amstel The Netherlands Bottles, Cans 5% 33