Modern Brewery Age Weekly E-Newsletter •Volume 58, Number 51• December 17, 2007 Miller Brewing Co. to test “lite” craft beers Miller Brewing Co. has announced that it will test the ‘‘Miller Lite Brewers Collection,’’ a portfolio of craft-style beers that are lower in calories and carbohydrates. Miller will test the collection in four markets— Minneapolis, Charlotte, San Diego and Baltimore, beginning in February 2008. The Brewers Collection will feature three beers—Blonde Ale, an Amber and a Wheat—each with fewer calories and carbs than a typical craft beer for that style. Miller Chief Marketing Officer Randy Ransom said “Miller is seeking to again establish a whole new category for the beer industry—craft-style-light. “The brewer who can provide a more refreshing and drinkable craft style can stake out a whole new niche in the market. (Continued on Page 10) L & F to purchase Desert Eagle Dist. Desert Eagle Distributing, which controls 76 percent of El Paso's beer market is sell- ing the company to L&F Distributors, a larger McAllen, TX-based, family-owned distributor, the El Paso Times reports. "The future of the business will be large, Jim Sloan, vice president, Star Brand Imports, pours the first draft beer from a rare keg of Affligem mega wholesalers. We either had to grow Noel tapped at the Ginger Man in New York City this past week. Star Brands is importing 61 20-liter the business or sell out. In our case we had kegs of the celebrated Belgian seasonal, to be sold on draft in select accounts in the New York, no acquisition possibilities," J. Robert Chicago and San Francisco markets. See complete story below. Brown, Desert Eagle president and CEO, Star Brand Imports brings in Affligem Noel on draft told the Times. (Continued on page 5) When Jim Sloan used to walk a New York Heineken’s Star Brand imports late last City sales route for Heineken, there was year, it occurred to him that Star had the Craft brewers butting one particular account that had a favorite resources to do something similar with Christmas tradition. Affligem Noel, a special Christmas ale that heads with distributors “The guy that ran the bar made a big deal has been sold in the bottle in the U.S., but AP—Last fall, Larry Bell yanked the of getting two kegs of Anchor Christmas never on draft. “We have this great brand,” beers made by his small Michigan brewery Ale every year,” Jim recalled. “Everyone Jim said. “Why not pre-sell it in limited out of Chicago, where they enjoyed a loyal who knew anything about beer wanted to quantities?” following, rather than see the rights to mar- try it. because it was Fritz Maytag’s beer. Unfortunately, Jim’s grand experiment ket them there sold to another distributor. They’d tap them, and you felt honored to ran head-on into the Affligem brewery’s lim- He worried that his specialty beers would get a glass of it. By 11 p.m., it was gone.” ited capacity and a shortage of 20-liter get lost among the distributor's mass-mar- When Jim took over the top job at (Continued on page 9) (Continued on page 6) 1 MODERN BREWERY AGE WEEKLY, DECEMBER 17, 2007 Flying Dog to shift all production to Frederick The Flying Dog Brewery will shift all beer production to its Frederick, MD, brewery starting next month. The brewer said that consolidating production would allow it to operate more efficiently. CEO Eric Warner said the brewer was “just trying to be smart about our business.” VLB craft brewing course He cited increased raw materials and ship- VLB Berlin will hold a craft brewing practical ping costs. training course June 16-21 in Berlin, Germany. "Our brand is extremely healthy," market- According to the course outline, “Craft Brewing in ing director Neal Stewart told the Baltimore Practice” is a six-day training course ‘‘providing Business Journal. up-to-date knowledge in the field of pub- and The company will brew almost 50,000 micro brewing.’’ Oskar Blues offers Ten Fidy barrels of beer this year, a 20 percent VLB says the course ‘‘provides the basics of beer increase. brewing in theory and practice. The lectures will Oskar Blues Brewery of Lyons, CO, recently cover topics like raw materials (water, malt, hops, Flying Dog plans to shift about 10 pro- released the first cans of its winter seasonal and yeast) the brewing process, yeast manage- duction jobs to the former Frederick beer, Ten Fidy Imperial Stout, into select ment, fermentation, hygiene, sensory evaluation, Colorado markets. The brewer plans to release Brewing Co./Wild Goose Brewery, which basics of quality control as well as aspects for small quantities of Ten Fidy into other states this Flying Dog acquired in 2006 for $1.4 mil- starting a pub brewery.’’ month. recommended retail price for the stout is lion. The company will keep its accounting, The course will include one day of practical work $12.99. marketing and sales staffers in Colorado, in a Berlin pub brewery.The course will be taught Stewart said, and production staffers will in English. be offered relocation packages. VLB says the course ‘‘addresses persons who August Schell hits About 70 percent of Flying Dog's produc- have a professional interest in pub brewing. Practical experience is a plus but not required for tion already takes place in Frederick, admission at this level.’’ million case mark Stewart noted. The lectures will be held at VLB Berlin, in the AP—They had a barrel of fun at the center of the city. The fee for this one-week August Schell Brewing Co. on Wednesday, Moderate beer intake may course is 1250 Euro plus VAT, including all rolling out its 1 millionth case of beer pro- course materials, lunch and refreshments. duced this year, the first time the family- reduce risk of Alzheimer’s Accommodation in Berlin must be booked sepa- owned brewery has hit that mark in its 147- According to new research from Spain, rately, but VLB can assist with reservations. year history. the silicon content of beer may protect A non-refundable deposit of 500 Euro is due at The specially marked case of Schmaltz's against the deleterious effects of aluminum the time of acceptance to the program. The total balance is due one week before the beginning of Alt rolled off the production line at noon, on brain health. The study, which was con- the course. The fee may be paid by bank trans- was placed on a pallet with other cases of ducted using mice, reported that moderate fer, credit card or check. beer and hauled off by a forklift as a bevy consumption of beer cut the uptake in the Deadline for enrollment is May 16, 2008. of family members, media and public rela- digestive tract of aluminum, a neurotoxin Applications are accepted on a first come first tions staff snapped pictures. linked as a possible causal factor for served basis. Brewmaster and president Ted Marti later Alzheimer's. took the case to an old horse-drawn The study, published in the journal Food ABC News crashes NBWA event wagon, which Schell's sometimes uses in and Chemical Toxicology, reports that ABC News investigative reporter Brian parades. However, the special case of dark "moderate beer consumption… could per- Ross tried to bring a film crew into the brown beer made the trip to several down- haps be taken into account as a compo- National Beer Wholesalers Association town restaurants and bars in an SUV nent of dietary habits." and Brewers Association “Taste of the because the old wagon needs some work The researchers, based at the University Holidays” party last Wednesday at the and the horses that usually pull it were not of Alcala in Madrid, reported that mice Rayburn Senate Office Building. available. receiving supplementary silicon from beer "Ross entered the party with cameras ``It's the first year we've hit a million in a or silicic acid had significantly lower blood rolling," according to Roll Call’s Heard on year, so yeah, we're pretty excited,'' Marti aluminum levels, and higher excretion of the Hill gossip column. "His goal: to show said. aluminum. The lower blood levels resulted perks lawmakers and staffers receive dur- Marti told reporters the case meant a lot in slower accumulation of aluminum in the ing the holidays as trade groups and lobby to Schell's because the company has sur- tissue, including the brain, which could shops throw swanky parties on Capitol Hill. vived some tough times, although it saw a have benefits for the prevention of Unsurprisingly, the newsman was treated resurgence beginning in the 1980s that Alzheimer's, researchers said. They noted like an interloper by the party's sponsors." continues today. He credited that to great that beer proved a more efficient means of Ross then waited outside and tried to (Continued on Page 10) delivering silicone than silicic acid. interview partygoers on their way out. 2 MODERN BREWERY AGE WEEKLY, DECEMBER 17, 2007 Brand Rank - Total US Food (IRI) Total U.S. Food Current 13-week ending December 2nd 52-week ending Dec. 2nd Brand Totals Case Sales Case Sales Case Share Case Shr. of Case Case Sales % (excerpted) % Change YA of Category Cat Chg. YA Sales Change YA BUD LIGHT 17,944,816 0.8 16.2 (0.1) 75,646,440 1.8 MILLER LITE 9,665,659 1.5 8.7 0.0 40,402,3320.9 BUDWEISER 8,708,473 (6.5) 7.9 (0.7) 37,705,028 (5.2) COORS LIGHT 8,320,221 4.7 7.5 0.2 34,447,3202.6 NATURAL LIGHT 5,244,967 (0.6) 4.7 (0.1) 21,314,014 (0.9) BUSCH LIGHT 3,909,839 3.9 3.5 0.1 15,543,5820.1 CORONA EXTRA 3,252,324 (4.1) 2.9 (0.2) 15,161,483 (6.1) MILLER HIGH LIFE 3,094,585 3.1 2.8 0.0 12,466,630(0.9) BUSCH 2,930,885 3.7 2.6 0.1 11,567,279 (2.4) HEINEKEN 2,334,209 3.5 2.1 0.0 9,654,456(0.4) MICHELOB