|
PRESS RELEASE: 19.09.2011 The Federation of the Brewing and Soft Drinks Industry and the Finnish Microbrewery Association are engaging in even closer coop Almost a hundred Finnish beers compete for the title of Finland’s Best BeerThe Federation of the Brewing and Soft Drinks Industry and the Finnish Microbrewery Association are engaging in even closer cooperation. Their goal is to promote and nurture beer culture. Closer cooperation is a natural step, as the two organisations share many common interests. They are the joint founders of Suomalainen Olut ry (The Finnish Beer Association), an extensive organisation that unites players in the Finnish beer industry. The association is arranging the Suomen Paras Olut 2011 (Finland’s Best Beer 2011) awards in cooperation with consumers. Finnish beers will be competing for the title on 30 September at the Lahden Sadonkorjuu (Lahti Harvest Festival). “Major and microbreweries are already engaging in plenty of fruitful cooperation. This intercompany cooperation has spawned the idea for closer cooperation between organisations,” says Elina Ussa, Managing Director of The Federation of the Brewing and Soft Drinks Industry. “This is a major step for beer culture, which both organisations want to foster,” says Pekka Kääriäinen, Chairman of the Finnish Microbrewery Association. “Contrary to popular opinion, we don’t compete with the major breweries – we supplement each other’s ranges to offer consumers a broader range of flavoursome beers.” Almost a hundred beers under review Ninety-eight different Finnish beers have already been entered for the Finland’s Best Beer 2011 competition, which is divided into ten categories. Seven of these are reserved for canned or bottled products, and three for draught beers. Awards will be given to the three best beers in each category, and one of their number will be awarded the overall title of Finland’s Best Beer. “The annual Finland’s Best Beer awards will make a much broader range of beer consumers aware of the extreme diversity of Finland’s breweries and the excellent range of flavours they offer,” says Matti Heikkilä, Chairman of Suomalainen Olut ry. The final of this year’s Finland’s Best Beer awards will be held at Lahti Halli during the harvest festival on 30 September 2011, starting at 10:30 a.m. The results will be published at 5 p.m. Consumers learn about Finnish beer The awards are open to all beers that are produced in Finland by commercial breweries and which are regularly sold in the on-trade and off-trade. “Not all consumers are aware that Finland produces several hundred beers – and not all of them are traditional lagers. In practice, there are Finnish-made versions of almost every type of beer produced throughout the world,” says Heikkilä. “It’s good that the Finland’s Best Beer awards are judged not only by beer enthusiasts, but also by regular consumers, who are able to taste different types of beer and state their preferences. At its best, the competition will encourage the general public to try new flavours and types of beers,” explains Elina Ussa. For more
information, contact: The Finnish
Microbrewery Association Suomalainen Olut ry (Finnish Beer Association) | |
| |
 | |
