USDA suggests Oregon beermakers target Chinese market


BREW NEWS: Government report says Chinese beer drinkers are tired of macrobrewery offerings; Ashland brewery joins coalition of eco-friendly beermakers; Lompoc powers through several recipes in just a few years.

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BY JACOB PALMER | DIGITAL NEWS EDITOR

A report from the USDA says Chinese beer drinkers are tired of macrobrewery offerings.

That makes the market ripe for Oregon’s bevy of craft breweries, OregonLive.com reports.

The government report advises craft brewers to be proactive about targeting discerning, middle-class Chinese consumers and that growth could increase 50 percent per year. …

The challenge is aggressive promotion for small craft breweries that might not think much about their international strategy. According to the report, U.S. wine makers failed to grab a significant portion of the Chinese imported wine market when the opportunity presented itself, and growth crawled along each year. France and Australia took the lead, leaving the U.S. in 2013 with $74 million in revenue, compared to France’s $658 and Australia’s $226.

U.S. companies would have the compete with European breweries. Germany and Belgium currently have a far larger share of the market than the Americans.


Ashland brewery joins coalition of eco-friendly beermakers

Standing Stone Brewing Company recently signed the Brewery Climate Declaration, which is a coalition that spreads ides on how to save water and energy.

The company’s event and social media director said the decision was spurred by the recent West Coast drought, the Mail Tribune reports.

“With this drought, the price of hops has gone up 250 percent,” says Rachel Koning, Standing Stone’s Event and Social Media Director. “Hops historically have grown very well in the Northwest but they haven’t been adapting well to the climate changes of the past decade, so it’s in our best interest to keep any and all water sources thriving.” 

The Stone has lived on the leading edge of sustainability for many years. Its rooftop solar collectors have been there so long, she notes, that they are fully paid off and they’re seeing a return on investment.  A newly installed heat recovery system captures excess heat from the cooling system, she adds, and that’s used to preheat water for cooking and other uses in the restaurant. That system will pay itself off in about eight years.  Drought is a driver for Ashland to raise water rates in summer and such systems allow the Stone to absorb much of that financial impact, she says. 

Eight of the 24 breweries in the coalition are based in Oregon.


Lompoc powers through almost 100 recipes in just a few years

A Willamette Week feature says “Lompoc made more IPAs than some breweries made recipes” in 2014.

IPAs account for 21 percent of all craft beer sales in America and the Portland-based brewery has been powering through several batches in recent years.

From WW:

Through collaborations with brewers to bar owners to beer writers, Lompoc has curated a sci-fi series, a classic-rock series, and, most recently, the spy series. Among those, there have been such awesomely named beers as Ryes of the Machines, The Spy Who Dry Hopped Me, and The White Album—a beer that would eventually evolve into Oregonian beer writer John Foyston’s favorite beer of last year, Pamplemousse, which is now a year-round offering. …

[Head brewer Bryan] Keilty’s openness to collaborations has even extended beyond the beer world. In 2013, the Hollywood Theatre, a longtime fan of Lompoc, found out about the sci-fi IPA series and offered its venue for the in-house beer and movie night that began with a screening of Bull Durham at the end of the baseball series. Lompoc provided six sci-fi-inspired beers, and the Hollywood showed the first two Terminator films. They did the same thing at the end of the classic-rock series, showing Martin Scorsese’s The Last Waltz. It was so popular, they actually ran out of beer just before the movie began playing. The next movie night, scheduled for March 27, will feature Lompoc’s spy beers and You Only Live Twice.

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