Brännland Cider won two trophies and were announced class winners in two competition categories, as well as winning gold medals for its remaining entries at the International Cider Challenge.
Brännland Cider Barrique 2014 was announced category winner in the Specialty Cider category. Brännland Iscider x 3, multipack, was announced the winner in the design Innovation category. Brännland Iscider 34 Brix 2014 and 35 Brix 2015 won gold medals in the Specialty Cider category.
“We’re once again pleased to have shown that our ciders hold their own in an international setting. The fact that we managed to win categories that underline both the quality of the cider itself as well as how we approach the presentation of the product is fantastic. We’ve been working with Pernilla Sundgren Graniti at Congenial advertising from the beginning and are very happy to have confirmed by an independent judging panel that our packaging communicates the premium product that we produce,” said Andreas Sundgren Graniti, Brännland Cider.
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“Out of this year’s entries the Scandinavian entries stood out a bit more than those from the other countries and they seem to have taken the category a bit more seriously,” said Chairman of the Design Judges Paul Foulkes-Arellano on the Design and Innovation award. “One of these was the clear winner: Brännland Cider’s Iscider from Sweden. What was really interesting was that it had a really stripped back design and it was understated but elegant and it looked a million dollars. It really reflected that Scandi design feel. As an ice cider going up against ice wine the producer wants it to be paired with food, and this really came across in the design. It stood head and shoulders about everything else; a great design and not overloaded with stuff.”
Brännland Cider produces cider using 100 percent Swedish apples for a national and international market. The company’s first vintage, an ice cider produced in the Swedish county of Västerbotten, not far from the arctic circle, using Swedish apples in adherence to the denomination set in the country of origin of ice cider, Canada, was released in 2012.
by Micah Cheek
Home brewing kits are becoming a popular gift for hobbyists, but marketing and selling the kits poses some unique challenges. Patrick Bridges, Vice President of sales and Marketing at Cooper’s DIY, notes that holiday sales for the Mr. Beer kit are reflecting strong interest in the hobby. “It was a tremendous response, we experienced better sell though this year than many past years. By really identifying with the craft beer movement, I think it really resonated with consumers,” says Bridges. “People do it because they can create new beers and share. Beer is made for special occasions, holidays and birthdays. Typically, the purchaser is the foodie, they’re interested in cooking and natural ingredients.”
Part of the appeal of these kits is premixed ingredient sets that not only allow home brewers to make classic favorites like IPAs and stouts, but replicate award-winning and hard to find brews as well. “Many craft beers, they can’t distribute outside of their state, with a commercial system that isn’t always able to bring beers to where you live,” says Bridges. “We took a couple gold medal winners and cloned their beers. It’s a collaboration. If you can’t get it, make it.”
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Bringing home brewing to retail spaces has presented some unexpected insights. “We sell in liquor stores and they don’t do very well. People are there for instant gratification. Any kind of kit doesn’t do well at liquor stores,” says Bridges. “Our kits are usually sold in the kitchen or housewares department. They’re often in the top 10 selling products during the holidays.” But the brick and mortar space still presents some marketing issues. “It’s a long process. You can’t make the beer there, plus you can’t serve it. It has unique challenges in that regard,” says Bridges. “Where possible we have videos we can loop to show how easy it is. The way to get people interested is to taste the beer, but we’re unable to execute that at retail for obvious reasons.”
With expanding home brewing interests, options other than beer are getting attention. “Last year we introduced Hacked Root Beer. Things like that and some of these hard sodas are trending now. Those seem to be really driving the trends rather than ciders,” says Bridges. “The big trend now is barrel-aged beers. We add wood chips, so you don’t have to put it in a barrel.”
Meijer began carrying its first craft brew more than 20 years ago. Today, Meijer remains committed to the growing industry and the up-and-coming local breweries across the Midwest.
The Grand Rapids, Michigan-based retailer’s commitment to local craft breweries represents an annual economic impact of more than $100 million across the Midwest. Meijer expects to stay on par with its projected double-digit volume growth in craft beer sales, as the retailer has experienced over the past three years. With respect to Michigan-based craft beer alone, Meijer reports it has seen a 20 percent increase across its six-state footprint so far this year, said Rich O’Keefe, Meijer Senior Buyer, during a recent exclusive roundtable gathering of some of the best craft beer breweries in southeast Michigan.
“We attribute this growth to establishing a great dialogue with craft beer breweries throughout Michigan and cultivating their popularity across our retail foot print,” said O’Keefe at Atwater Brewery in Detroit. “The consumer response has been tremendous. It proves that the thirst for Michigan craft beer is apparent throughout our retail markets. We are proud of the great products Michigan-based breweries produce and look forward to expanding the availability and building the popularity of other great regional breweries.”
Meijer gathered together several Detroit and Michigan-based brewery owners and founders at Atwater Brewery to discuss product trends and the state of the local craft beer industry. The event kicked off local in-store tasting events with area craft “brewlebrities” on site at select Meijer stores.
Participants included:
Joe Short: Founder/Owner of Short’s Brewing Company
Mark Reith: Owner of Atwater Brewery
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Meijer began carrying its first craft brew – Bell’s Oberon – 20 years ago at a single Kalamazoo store, and today sells more than 550 different craft beers from 220 local breweries across the retailer’s six-state footprint. Of those, 40 are produced by Detroit or southeast Michigan breweries. Meijer continues to partner with local craft brewers to expand their distribution. In fact, Michigan craft beer sales account for 31 percent of the retailer’s craft beer sales and 10 percent of the retailer’s total beer sales.
“Being in the same room with this group of craft brewlebrities – knowing their histories and the how far they’ve come is truly amazing,” said Shannon Long, Producer and Co-host of “Pure Brews America,” who moderated the roundtable discussion. “I think what makes them great is that they are focused on their core and not the next hot thing. They don’t need to follow a trend because they are the trend. “