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PRESS RELEASE: 24.01.2008 Beer Culture Seminar: Denmark is leading a beer revolution to FinlandNiels Hald, Secretary General and CEO of The Danish Brewers Association and The Danish Soft Drink Association, believes that the rest of the Nordic countries will follow Denmark’s lead and develop an increased appreciation of beer. At the Beer Culture Seminar held in Helsinki on Tuesday, Hald said that developing and marketing a distinctive Nordic beer style will be a trump card in international markets. Denmark is experiencing a dramatic boom in both Danish and foreign speciality beers. There are already over 100 breweries in Denmark compared to only two dozen at the turn of the millennium. New breweries are springing up at a rate of a couple per month. Beer importers have also more than doubled. Large breweries are hard at work developing speciality beers for the market. Hald says that this trend has benefited both small and large breweries. “Denmark is experiencing a true beer revolution. Our breweries brought to market no fewer than 546 new beer products last year. Denmark is currently Europe’s most international beer country and boasts its widest selection of beers,” says Hald. Danish consumers appreciate Danish beers and products from new breweries. Although the desire to experiment is strong, traditions and local products still play a prominent role in Danish beer culture. Interest in quality premium brands, foreign imports and handcrafted microbrews is growing at a previously unknown rate. “Danes are enthusiastic about beer. Beer lovers meet in beerhouses - hundreds of them have been opened in recent years. Dansk Ølentusiaster (the Danish Beer Consumers Association) already has over 11,000 members. That’s more than any other consumer association – and many political parties,” says Hald. Although sales of speciality beers are also on the rise in Finland, their share of the total market is still relatively small. The Finnish brewing industry, small breweries, the retail trade, the restaurant industry and beer enthusiasts are all ready to take up the challenge laid down by Denmark’s revolution. Merja Sillanpää, PhD, is Manager of Research Development at the Work Efficiency Institute (TTS). She believes that news coverage of alcohol-related issues is one-sided and that people want to view the ‘civilised use of alcohol’ as some strange divergence from the norm. The age-old Finnish drunken stereotype is still alive and kicking. “2008 has brought yet more restrictions to the sale and serving of alcohol. At the same time, there has been no progress whatsoever in debates concerning alcohol,” says Sillanpää. Seppo Salkoharju is Managing Director of Hartwall’s subsidiary Hartwa-Trade, which imports wines and alcoholic beverages. Salkoharju notes that better attention should be paid to consumers when designing and marketing products. Studies show a new trend emerging among European consumers. When choosing beverages, they are now placing the emphasis on natural, healthy options. Genuineness and the story behind a product are also important. “People are drinking lighter alcoholic beverages. They drink them more frequently, but consume less in one sitting. Consumer groups change and understanding their special features is vital for success,” explains Salkoharju. “Beer still represents a significant product group for the grocery trade. It’s a great accompaniment to both everyday and celebratory meals in Finland, and often plays a part in festive dinners. Grocery store customers have been surprised at the morning restrictions on the sale of beer, especially on the eves of public holidays,” says Marko Käkelä, store manager at the K-Citymarket in Vuosaari, Helsinki. The retail trade hopes to offer more Finnish speciality beers alongside foreign imports. Breweries have risen to the challenge set by quality-conscious consumers. “Finns appreciate local produce, which will enable the appreciation of small brewery beers to increase. But small breweries must also take the all-round design of beer packaging into consideration during their product development,” says Anssi Pyysing, Managing Director of Teerenpeli-Yhtiöt. The Beer Culture Seminar – now in its second year – attracted about a hundred industry professionals and beer enthusiasts to discuss Finnish beer culture and the current and future state of brewing. Additional information:
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