“The German brewers making foreign-style beer,”
the article by Stephen Evens talks about how the
Reinheitsgebot—the country’s purity law—constrains the production of new
flavoured beers. Many German brewers feel like they are stock with the same old
flavours because the purity law does not allow cheap ingredients, such as rice,
maize, sugar, fruits or anything artificial. According to the article, this has
caused the drop in consumption of beer, especially among the younger
generations and women. It is why Eric Toft, an American that went to study
brewing, has been coming up with new flavoured beers without breaking the law. Mr
Toft found a market that was not being satisfied and decided to experiment with
hops from UK and US. It was a total success among women and young people in
Italy. Although, 90% of the Germans say that they want to stick to the purity
law, they are well aware that it makes it difficult for small breweries to
stand out from the big ones.
Doing business in country that wants to stick
to its traditions can be hard; however, because they are accustomed to the same
old, same old, you can find a group that is tired and wants to try something
new or something with a small twist.
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