A while ago we talked about combining Westmalle double and triple. Combining these beers is very tasty and is also known as the Trip Trap. We got a lot of response on that article, apparently there are loads of well-known beer blends that were send to us by other beerlovers. We would like to take a closer look at one of these reactions with you today and that is the “Sjoes”.
The recipe
The Sjoes recipe is very simple. Open a bottle of Oud Bruin (Old Brown), fill your glass for 25% with ‘Oud Bruin’, walk to the tap and then add 75% lager. There you go, the Sjoes is ready!
Oud Bruin?
You don’t see that on the menu very often and not all liquor stores will have it in-house. Oud Bruin belongs to the realm of disappeared beers that Roel Mulder writes about in his book ‘Vanished Beers of the Netherlands’. The sweet, brown beer is no longer popular. Oud Bruin has its origins in Limburg, where Maastricht’s most successful breweries were located around 1850. Later, other large breweries also started making the sweetened lager. It is therefore not surprising that you can order a Sjoes in a good bar in Limburg, but probably not in the North. This well-known blend is also sold by Limburger brewery Gulpener, in bottle form.
Do you want to visit an authentic café in the south of the Netherlands and feel like a sweet thirst quencher? Look no further than the Sjoes. You can even tell you grandchildren that you drank a Sjoes before it went extinct.
‘De sjoes’ in Roosendaal.
p.s. in Roosendaal you can go to café de Sjoes. The owner? You guessed it, his roots are in Limburg. Cheers!
What is the best temperature for a good glass of beer? It depends on the drinkers taste, the weather, and whether you are going to drink the beer in or outside. But most of all, it depends on the type of beer. And even between those types there are a lot of differences.
,,Ah,
Colonel. There you are. Try a real old English beer.”
,,Thanks! Well, bottoms up. My God, it’s warm!”
,,I bet you
never tasted anything like that in your life. Warm? It’s quite cool for
me.”
,,It tastes like tub water that comes through
the faucet.”
The scene
described above is from Dad’s Army, an English comedy show about the British
Home Guard during the Second World War. An American officer gets handed a pint
in a local pub in England. He quickly spits out the first sip, because he thinks
the content of the glass is too warm. Everyone has their preferences and
habits.
Aromas
In general, a beer is served with an average temperature of 5 degrees Celsius. This is perceived too cold for beers with a higher percentage of alcohol. More alcohol in the beer? Then you can go a lot higher with the serving temperature; up to 13 degrees Celsius, bringing out the full flavor of the beer. Some of those beers you can warm up by holding it in your hand a little longer. You know you have reached the right temperature when you smell the beer foam and the aromas are clearly traceable.
Cooling
indicators
Some beers have a cooling meter on the bottle or on the can. In 2009 Grolsch was the first brand in the Netherlands with an improved thermo-chronic ink for the beer cans. The blue ink of the label got a deeper color at the recommended drinking temperature. Grolsch kept that temperature at around 6 to 8 degrees. Around the same time, Grolsch also came with a Cooling Alarm. It was an app which indicated when you had to cool your beer. ,,Turn on the Grolsch Cooling Alarm and drink your cans cold at the outside temperature you specify,” the brewer advertised.
Refilling
What about storing a can or bottle in the freezer? How often does it happen that a beer bottle is forgotten and the freezer compartment’s turned into a surreal work of art in no time? Avoid the freezer to prevent this and keep refilling the fridge (how about an app which tells you when to restock huh). If there’s a party and it’s self service, there’s always the question whether the guests have some social sense. And if they do, then there’s also the unspoken rule to always make sure that the cooled beers are first for grabs, otherwise, you’ll still face the same problem of warm beer (yuck).
Extra cold
With Heineken Extra Cold (we are going back to 2006 for the introduction) you don’t have think of a cooling meter like Grolsch has, let alone a freezer. The beer was tapped in the bars with a temperature of 0 degrees Celsius, with the tap itself covered in a layer of ice. The brewer claimed that during the development phase many women were especially positive about the taste of the extra cold beer. It seemed milder and gave less of that full-stomach feeling, because the carbonation bubbles turned out to be smaller at this temperature. The beer also tasted less bitter. The Heineken Extra Cold created an other experience, not comparable to the beers served and drunk at room temperature, or even to the other pilsners, which have a cooling system.
Cooling tips
If you use a glass to pour the beer in, you should of course also pay attention to the glass itself. When drinking a cool beer, you have to make sure that the glass itself does not come straight from the dishwasher, or at least cool it afterwards with a cold jet from the faucet. Having your cold glass ready but forgot about the bottle? Here are some tips to quickly cool your beer:
Keep the bottles under the cold tap – It takes a long(er) time and your sink gets dirty with beer-labels. It also costs a lot of water and the bottles won’t stay cool for long.
Place the bottles in a bucket of ice water – When adding ice cubes, the glass of the bottle reacts with the ice. Not cold enough? Add salt for a lower freezing point (salt water freezes at a lower temperature). Stir occasionally so that the colder water makes more contact with the bottles.
The quickest way to cool the beer? – Wrap the bottles in a wet cloth and put them in the freezer, that way the cooling process starts faster. Do you easily forget things and don’t want that messy scene described earlier? Then we advice you to use the second tip.
When using salt with ice(water), make sure you wipe your can or bottle clean with a towel. Cold beer is nice, but an unexpected dose of salt with your first sip, not so much.
Do you have a beer cooling tip yourself? We would love to hear from you! info@beerndx.com
The first week of working from home is over. It is a bit of a hassle, working at the kitchen table while the children are asking every 5 minutes if I will play with them, but I must say I’m managing quite good. I can’t complain though, compared to my wife who works at a nursing home during the corona crisis, working from home isn’t so bad. Since my wife has had a long week, it seemed to me like the perfect time to open a bottle of ‘Keizer Blauw’ from 2015. A beer we both like to drink fresh, but we have never drunk a matured version before.
Doesn’t it look good?
The children are in bed, time to put 2 spotless glasses on the table and pick up the bottle from the basement. What is peculiar, is that the bottle continues to foam gently but steadily when uncorking (given the fact it’s matured). The foam head has some residue on top of it, just be sure I remove it.When pouring it in the glasses, it foams slightly less than with a fresh one, but still more than enough.
Just a bit of foam.
Time for the first sip … Man this beer is delicious! Over the years, the flavors taste like they blended into each other and the less carbonation present makes the beer softer. You’d almost forget that it’s a beer of 11 percent. The taste is reminiscent of caramel, chocolate and hazelnut, a combination that would do well in many desserts.
Often there is a tip with regard to food pairing. However, I am not going to give you that tip. Honesty commands me to say that it is usually just chips I’ll eat with it, and when we truly want to celebrate, a piece of old cheese. I can recommend both with this beer though, so still a tip!
Good news for fans of matured beer. The creator of beer style Quadruple has released a special magnum bottle on the market in limited edition. The same beer, but in a larger, specially developed bottle.
The bottle – developed by the O-I factory in Rinteln Germany – was developed to allow the beer to mature. When the bottle and the beer do their best, the quadruple will develop further in the bottle, eventually making the taste rounder and softer.
Taste the silence.
Striking about the bottle are the details on the outside. For example, there is a bottling year on the side of the bottle and the expiration date is 10 years after production, while this is normally 3 years.
La Trappe Quadruple is already an excellent beer for maturing (and for drinking fresh), we are curious about the result and have some in the cellar.
A job application came in from Rob. Can I do an internship at BeerNDX? During the introductory meeting, we obviously could not ignore the question: “Do you drink beer? “Yes, preferably Amstel.” Do you also drink different beers? Our second question was. Yes, Jupiler. Since we had an excellent conversation with Rob, he began his internship at BeerNDX, provided he had to discover more of the beer world. So there was a beautiful Saturday in early March where Rob went to discover the (matured) beers of Hertog Jan, and what better place to taste these beers, then at the Bourgondische Bierkelder (Burgundian Beer Cellar).
On a beautiful sunny Saturday, Rob and our photographer entered the food halls in Breda. Crossing the food halls we came to a door that would lead us to the Burgundian Beer Cellar. The first thing you see as you walk down the creaky steps are candles on empty beer bottles and especially lots of full bottles of beers of all shapes and sizes. Inquiry with Bas shows that he now has a total of around 9000, mainly 75cl, bottles in Breda and Megen.
Today Rob joins the matured Hertog Jan tasting, with the following beers: The Hertog Jan Double from 2015 and 2019, the Hertog Jan Triple from 2015 and 2019. The Hertog Jan Grand Prestige from 2019, 2015, 2010 and to top it all off a ‘Hertog Jan Ongekend # 2’ from 2014. It can only be called ‘Burgundian’ if the tasty beers would be accompanied by some tasty food, and so during the tasting, several tasty things passed by. Including ‘bitterballen’ (look it up!) made from Zealandish bacon.
The beers for the tasting, next to each beer the matured counterpart.
Rob listens to Bas’s story with full attention. We start with a Hertog Jan Double from 2019 and he gets a leaf on which he can take notes. Fermentation? Aftertaste? Suddenly Rob looked as if he was reading Chinese, but with some explanation from Bas Schampers he did pretty good. In addition to the Double from 2019, a glass from 2015 was poured. Rob immediately started to take a big sip, but he saw the rest smelling the beer first, so he did as well. When asked what he smelled, he said: “The 2015 beer smells different from the 2019 beer, but I have no clue what I’m smelling. ”I do taste that the beer from 2015 is a bit more sweet, while the beer from 2019 has a more bitter taste”. It appears that the 2015 double has very little carbonation, Rob adds. Bas explains that the carbonation disappears from the beer over time, but that it also matters out of what bottle the beer is poured. The neck of the jug ensures that more air can enter, so that the carbonation disappears faster. “Learned something new” said Rob, who is passionately writing along.
Rob in action.
In the meantime, plates with mozzarella, Serrano ham, fuet sausages and much more are brought to the table. Time for the Hertog Jan Tripel from 2015 and 2019. First, Bas explains that this type of beer is generally not very suitable for maturing, but that it is interesting to try as an experiment. Rob likes the Tripel from 2019 a lot. He starts to learn how to taste and describes the aroma as spicy. The taste he finds pleasantly bitter along with some spices. He says somewhat proudly, “I find the taste of this beer complex”. The 2015 Tripel is immediately a lot less complex. The bitterness has almost disappeared, in terms of taste it becomes a bit more intense, but that is mainly because it has become a lot sweeter. Apparently not everything gets better with age.
The fellow tasters extensively test the Hertog Jan Triple.
It seems to be time for the final, the Grand Prestige.
But first, a plate full of all kinds of Syrian delicacies arrives. Since Rob’s head was still full of newly acquired beer knowledge, he was unable to remember the names, but it certainly was tasty.
Time for Rob, who until 4 hours ago would still see the Grand Prestige as a dark beer, to taste the holy grail of Hertog Jan. “This sight doesn’t immediately make me thirsty, it is really dark beer man.” While he then tries – as an accomplished taster – to find out which scents he can discover, the terms of the other tasters fly around in the cellar. “I smell raisins.” “Clear notes of liquorice and chocolate” the other shouts. Rob seems to summarize it all and notes “Sweet” with determination.
After reconsideration, Rob again compares the 2019 Grand Prestige with that of 2015.
The 2015 is then poured and many of the tasters in the hall are a bit disappointed. The carbonation has largely disappeared, but not much has changed in taste. Rob looks at me questioningly and says: “I don’t taste any difference at all, maybe a little less bitter ?!”. When Bas pours the 2010, the smiles return to the faces, the intensity in the beer has increased enormously. The beer has become fuller, sweeter and at the same time very pleasant. “I do taste a big difference here,” he says, while he expertly writes on his testform: “Sweeter”.
While the ‘bitterballen’ from Zealandish bacon are served (seriously tasty!) Bas serves us the closing, the ‘Hertog Jan Ongekend # 2’. It is a Grand Prestige that has been in a fermentation tank for a full year (!) Before it was bottled, that promises something. The year of fermentation has ensured that this Grand Prestige has become 10.5%. Looking at Rob’s tasting note, it quickly becomes clear what that extra year has done. “Sweet, licorice and spicy” is written on it.
The afternoon of tasting is over and we climb out of the cellar. When asked what he thought of it, he replied: “Heavy afternoon dude, did not know that there could be so much taste in beer. Particularly liked the Double, Triple and the food. I also got thirsty, so time to look for a bar to drink some beer.
A good glass of beer can be accompanied by a plate full of delicious food. The barbecue is not just a suggestion that you have to make in the summer. Joey Buys from BBQ Experience Center in Roosendaal is happy to explain why you can enjoy cooking in your garden all year round.
The BBQ Experience Center showroom has been located in part of the old juniper distillery Wenneker since last year. It only takes seconds to notice that the barbecue is not limited to a grid, some briquettes and a piece of meat. Barbeques in this shop come in all shapes and sizes. It is the largest kamado showroom in the Netherlands with brands such as Kamado Joe, Big Green Egg and Bastard. But open fire is also broad and clearly represented, such as the South African Braai, Arteflame and Ofyr. Pellet grills from Green Mountain Grills and Traeger, fireplaces from Bonfeu to electric, charcoal and gas-fired grills from Napoleon.
A (small) portion of the product range.
You have build a nice business here. Explain to us, why the full focus on barbecues?
It started with the passion for cooking, but at a certain point we wanted to use our “catering skills” in a different way. We want to help and inspire people to bring their cookingskills outside. Try to lift tasty and high-quality cooking to a higher level. We want to show them that there are other preparation techniques.
So no more burgers on the grid?
Look, the easy way of barbecuing is quick baking and fast food. We want to pay attention to high quality dishes, being outdoors and staying in touch with your guests. It is, of course, also a piece of garden design, because people have increasingly moved into the garden. We also have barbecues, which you can see as an outdoor kitchen, complete with sink and everything. Everyone can come to us to get inspiration or to seek advice. Our main concern is that we can share the passion for barbecuing with others, and to help those people further.
Speaking of inspiration … can you challenge us with a tasty dish, then we will try to select the perfect beer. Deal?
Necessities – Chicken container with moisture container
1 – Light your barbecue and prepare it for indirect heat at 190 ° C. We will prepare the chicken and later we will put it indirectly in the barbecue. This means not directly above the fire, but next to it or with a heat shield in between. 2 – Carefully remove the skin from the chicken by putting your finches under it, possibly using a glove for this. Spread under the skin so that it comes directly onto the meat. Also spread some rub on the outside of the skin. Fill the cavity of the chicken with the herbs. 3 – Heat the beer until it almost boils. Then pour it into a chicken holder and place the chicken on the stand. Then put it in the barbecue. 4 – Cook the chicken until the breast is 70 degrees and the thighs at least 85 degrees. This will take approximately 45 minutes. 5 – Remove the chicken from the barbecue, let it cool a little and grate lime zest over it.
Ter Dolen Armand in its natural habitat, next to a barbecue.
BeerNDX has a nice suggestion for a nice beer with Beercan Chicken: Ter Dolen Armand. This beer, named after the founder of brewery Ter Dolen, fits perfectly with this Beercan Chicken. The beer has flavors of citrus fruit and spices, which fits very well with the chicken. The taste is powerful, but not predominant, and the dry aftertaste makes you long for the next sip. Don’t forget the chicken!
You cannot get our reporter stressed out easily. He has spoken to many beer connoisseurs, and performing a speech to groups is no problem. But tonight is different. He stays in the bathroom just a little longer and at dinner he didn’t get a bite down his throat. Tonight a really tough job awaits him. He is the only man present with 40 (!) ladies of the women’s beer guild; For the love of beer!
Once arrived at bar d’r Neffe in Roosendaal we are welcomed by the ladies who organized this theme evening. “Welcome, do you want a beer?” With this greeting, the reporter calmed down. Time for the interview.
Why a women’s beer guild?
There are plenty of men’s beer guilds and of course ladies are very welcome there. “Together with Linda van Hooijdonk and Birgit Danen we had the idea that having a beer guild for women would be even more fun than joining an existing one,” says Maaike. “We have only just started tasting beers and the existing beer guild was much further in terms of knowledge and tasting experience. We wanted to do it at our own pace and get more knowledge of beer ourselves. With our beer guild we want to be a group where it’s a pleasure to be among other beerlovers. However, it does have a serious note, we want to increase our knowledge of and interest in beer. Once we started and picked the name of our guild we had to go out and find us some members.
Enjoying tasty beers.
Linda: “What happened then was really crazy, in no time we had 30 members and it didn’t stop there. Registrations kept coming in. We are on 43 members including the board for now, but there are also 36 ladies on the waiting list. Why stop at 43? That is very practical. We want to go on a bus every year as an outing and that means a limit due to the capacity of a bus. And of course we need to be able to hear each other during the tastings.”
Time to taste
Then we are urged to silence. The serious work can begin and a powerpoint presentation is even started with the theme: Sweet and Sour. Lucie van Oers takes us into the world of geuze and tells the group everything about the first beer, the Faro Boon. While the ladies are seriously tasting, I ask Lucie who decides which theme and which beers are on the program. “At the annual members’ meeting, all ideas are collected and asked who wants to take on what. We are often with 3 people who organize it. In order to prepare we did some tasting in advance, somebody has to do it haha. ”
The Powerpoint presentation is being showed to the ladies.
The difference with a men’s beer guild
In the meantime, the chairwoman is pouring me the Duchesse de Bourgogne, a classic that will look great on this evening. “I don’t like this beer myself, but it fits well with the theme.” While enjoying the beer, I ask Linda what the biggest difference is with a men’s beer guild. “Actually there are 2 things. An important difference is that members sometimes take 9 months off because they are not allowed to drink, if you know what I mean. This will not happen so quickly in a men’s beer guild. We can also be a bit more exuberant with regard to the themes. I am reminded of the theme of white beer. That in itself is not very exciting you would think. There is not much difference between different white beers. But in this case everyone was dressed in white, there was a DJ and Maaike even came in a wedding dress with wedding bouquet and all.
Cheers!
The future
As a final question, I asked the chairwoman what her wish is for the women’s beer guild: “We want a long-term right to exist and, despite the creative outbursts, we want to be a serious beer guild and also radiate this. Going out more by, for example, also organizing events in Roosendaal such as a beerfestival or whatever comes to mind. ”
A tv ad can linger in your head. Until the very moment that you are in the supermarket or in your local pub. Make a choice. Did it actual stay in your head? Is it not just the price and your own taste that made you decide? Is the tv ad that influential?
Hello, he’s here again! On our television screen. With a
beer in his hand: Bond. James Bond. With a significant difference: actor Daniel
Craig is playing himself. But all of this still because of the cooperation between
the film producers and the brewery. The former is preparing us for a cinematic
experience in April. The latter is trying to get us to be as adventurous as the
hero/actor: choose this brand. And this is just one of the many examples of
beer ads on tv, past and present.
Something different than a Martini (source. Youtube)
Best friends
According to men blog guys.nl a beer ad for tv can be
summarised into a one minute workshop. To make a commercial like that turns out
very easily: ,,You need beer and men. Those men should not be too handsome,
otherwise the viewer cannot identify with them. The main characters are holding
the beer in their right hand: like that, most viewers can imagine they would
use the product. In beer ads for tv the men always come in three. So, no single
man all alone being pathetic.” The clip also explains that when one of the men
wants to do something, the rest follows automatically. It’s the reason why you
see the group drinking beer above a toilet bowl. The same toilet bowl, that is.
,,Although a toilet is not a good place to sell your product. So, just safe on
the couch with three men.” And from here we can continue with a selection from
the range of beer ads on tv, because evidently guys.nl saw the Amstel ads, the
ones with the three best friends.
Very successful (‘they’ were talking about it near the
coffee machine) were the commercials of Amstel. They were full of humour and
the experiences of the three guys were more or less recognizable. In addition,
it was a series, causing people not to switch channels whenever a new spot was
aired. The viewers were curious ‘of what they would do now’. Moreover, the
three actors who played the Amstelbuddies, took ‘revenge’ when they were put
aside in favour of a new campaign. Something unexpected was heard after that by
the three men: ,,Right. First a Bavaria.”
‘Not done’
You are going to wonder which tv ads from the
past could be shown nowadays. Better formulated: which ones should better not be
shown. In case of the friends, one clip stands out. Due to social developments
and the event of pushing back the boundaries of political correctness, it would
be ‘not done’ right now. It is the clip where the three men are asking
themselves something. The ‘brave’ guy takes his chances and asks a blond woman a
question about soccer using two glasses of beer and a wine glass. ,,Look, if
the attacker gets the ball. Between the goalkeeper and the last player. How do
you call this situation?” The blonde responds with a hoarse voice: ,,That’s
offside.” The man says thanks and returns to his friends smiling with the
anouncement: ,,It’s a man.”
There is another category of beer ads on tv which cannot
always stand the test of time: commercials with stars in them. Famous people
who, for a nice fee, are promoting a beer brand. Okay, at this moment Daniel
Craig is still famous. But what about the ‘golden oldies’? When Lee van Cleef
appeared on the television screen for Bavaria, some cries of wonder were to be
heard at home. ,,Wow, that they got him to do this!” The movie cowboy shot a
cap from a beer bottle to show his preference. How would that work today? It
won’t have the same impact like then, because the current generation didn’t
grow up with the used celebrities. Show it an audience now and it will only
ring a bell to a few quiz show candidates. Mickey Rourke, Hugh Hefner and Diego
Maradona could share the same fate. Morgan Freeman not. Probably.
Style, humour and
a message
Many ads stand out because of the use of a certain style,
humour or the message they want to carry out. The music plays a major role in
one (old hits in a new jacket), the punchline of a joke in the other ( the
walk-in fridge; apologies for the spoiler). And a change of mentality with just
another one, like ‘when you drive you, never drink.’ Also, there are
commercials with the purpose of profiling the brand as a sponsor of a music or
sports event. That’s how they pay attention to a day or period on a calendar as
well. Think about the football championships.
And what about the beer brands which are taking a
different path? Not just a warning for drunk driving. No, it’s something…
different. You see beer, you know the brand, but still… Charlie Sheen is
leaving rehab after an alcohol abuse problem, but on the road homewards he
thinks he is seeing everyone drinking beer. A cab driver, a pregnant woman,
police officers, even his friends welcoming him back home. But then it’s
revealed it’s a different kind of beer: Bavaria 0.0%. Alcohol free beer. The
question arises: did I just watch a beer ad on tv? Or not?
Beer ad or not? (source. Youtube)
Below the
threshold of consciousness
With beer ads, one of the purposes is to get you thirsty.
And that what you just saw sinks below the threshold of consciousness. That you
will choose a certain brand at a certain time. A beer can have sediment at the
bottom. It is possible. It can have a purpose. Is it the purpose to drink it? It’s
an additional effect of brewing, like contracting ad agencies to get an
audience to drink beer.
So? Are tv ads influential? It depends, with such a
transfer of information, on the degree of exposure of the message to the
recipient. However, the actual effect can never be measured extremely well. But
if your brand won’t be named or it won’t be seen, it won’t be bought. Another
question: which commercial can you remember? If you can name the brand as well,
then you can state the brewery contracted the right ad agency. Moreover, the
Trappist Westvleteren won’t be needing an ad on tv; word of mouth advertising
has done enough.
It all comes down to the same thing: a beer, anyone?
Which beer commercials on tv are the most memorable to
you?
Drinking of beer is a matter of taste and preferences.The accompanying glass is usually dictated by the brewery. It is the reason that beside vases, flutes and pint glasses the most different creations are on the market and in the pub. We will focus on the glasses with holder for you.
Beer glasses without a foot; glasses
that make you drink in an uptempo. And when there is a holder, you have to make
room for it. Pub owners are dealing with this and the fans are dealing with it.
But that makes the fan a fan.
The coachman’s glass
With a whole building surrounding the
glass, it seems an unnecessary
complicated plan to conquer the beer market. And yet, the story of the
coachman’s glass is interesting and authentic enough to be told. Pauwel Kwak
was in Napoleon’s time an innkeeper in Belgian Dendermonde and his customers
were mainly coachmen. Because they didn’t have a lot of time the fine man
invented a matching glass. One that enabled the coachmen to drink and to stay
at their stand. The glass with a ball
underneath (comparable with a Cambridge yard glass) was attached with a wooden
holder on the coach. The beer came from brewery Bosteels from Buggenhout.
The principle of the coachman’s glass
is the one like that of the boot glass. When there is air in the ball (or in
the pointing piece of the boot), and the drinker underestimates the final
gulps, the complete content will come out of the glass like a tsunami. A real
challenge.
Expensive glasses
Nowadays the holder of the coachman’s
glass will be delivered with a foot to let the drinker to be able to put the
construction down. A nice object for home then. And that’s why the glasses
became a popular collector’s items. As they experienced it at inn De Dulle
Griet in Gent. The glasses disappeared by the dozens. If one ordered a Max from
the House (not to confused with the beer from Pauwel Kwak), then one should
hand in a collateral: a shoe. After ordering a beer a shoe is tossed in a
basket and then the thing is hoist up from behind the counter. After a toilet
visit the question remains: how come my one sock is that wet?
‘La corne du bois des pendus’
Brewery D’Ebly was taken to court in 2012 by aforementioned
brewery Bosteels. The glass associated with the beer ‘La corne du bois des
pendus’ would resemble too much with the coachman’s glass of Pauwel Kwak. Both
glasses have a wooden holder, so they can stand straight. And there ends the
comparison. Pauwel Kwak is to be drank out of a straight glass with a ball underneath, ‘La corne’ is horn-shaped. That’s
why the court ruled in favour of D’Ebly.
Laafse Lurk
And then you had the glasses of the
Laafse Lurk. The Double beer was inspired bij The People of Laaf from the
amusement park The Efteling where it was served. It was brewed by Arcener Steam Beerbrewery
in Arcen, now known as the Hertog Jan Steam Beerbrewery. The reasons the beer
no longer exists: the relative high percentage of alcohol, the glasses that
invited the drinker to drink in an uptempo, and the surroundings of the park
consisting of attractions for children.
Laafse Lurk with matching glass (photo: Beerdame.com)
Beer has been in famous and less famous movies for years. Some movies are all about beer and some cameos have a more commercial intention. More about it in this article.
Beer drinking in The World’s End
When someone drinks a beer in a movie or in a television show, it doesn’t always come from ascript writer. An agressive campaign from a brewery could be the source. And when a deal canbe made with a producer then it is a good deal. An audience of millions that could be teased and leaving the theatre with your brand in mind. But will it stick? It remains a gamble of course, but in a lot of cases a commercial is one too. It can not always be proved that a consumer is going to buy the product simply because it is shown to him or her.
Recently an episode of the American show E.R. was on television again.
What may I bring you? Spring water would be fine.
And you, ma’am? What kind of beers do you have?
Heineken, Grolsch or Amstel Light. Just make that another spring water.
Watching this scene you can tell the named brands weren’t involved in creating it.
Of course, for decades product placement is an essential supporting act in movies and the studios extend their not too small budget wit hit. Naturally, the risk of adding beer to a scene could look forced. But they will try it anyway. Although we associate James Bond with wodka-martini, he’s on beer for a while now. Heineken beer, to be precise. But, when Tomorrow NeverDies premiered in 1997 the audience saw the secret agent only hitting a few barrels with his motorbike. When there is Heineken in a Bond movie then there was a huge deal being closed, scaling up to 50 million dollars. The brand is visible and the star is to be seen in a few commercials. The brewing company benefits from showing a known face with his beer: everybody knows James Bond.
In films komt natuurlijk al decennialang product placement voor en de filmstudio’s breiden hiermee hun al niet te klein budget mee uit. Het risico is natuurlijk dat de toevoeging van bier in een scéne geforceerd overkomt. En toch blijft men het proberen. Hoewel we James Bond doorgaans associëren met wodka-martini, is hij al een lange tijd aan het bier. Heineken bier om precies te zijn. Echter, toen Tomorrow Never Dies in 1997 in première ging zag het publiek de geheim agent enkel tegen een paar vaten van het merk rijden. Als in een James Bondfilm Heineken wordt gedronken, dan is daar een enorme deal aan voorafgegaan, te denken valt aan bedragen tussen de 50 en 60 miljoen euro per film. Het merk is te zien en de hoofdrolspeler is in een aantal commercials te zien. De brouwer is erbij gebaat een bekend gezicht bij zijn bier te laten zien: iedereen kent James Bond.
Only just in 2012 we saw 007 downing a Heineken, but the world was in a stir when it was announced. ,,Do not touch James Bond and he shouldn’t be doing such things,” was the overall response. It was a storm in a teacup. In the mentioned movie, Skyfall, the spy isn’t ordering in smoking a beer at the bar. No, he sips from a bottle at a moment when he has hadit. Fine then. Nobody complained after that.
Heineken in You’ve Got Mail
There are movies with the plot all about drinking beer. Not a few special ones in beautiful glasses, like in In Bruges. It’s about student parties, games or alcoholic orgies. Strange Brew, Old School, Beerfest, Animal House and Drinking Buddies come to mind. The happiness marches towards you and you want to run to the fridge. It didn’t take an ad campaign from one particular brand to make you do that. ?
Which movies are you thinking of reading this article
