Leave a Reply Cancel reply You must be logged in to post a comment. Footer Email Newsletter Sign Up. About Craft Brewing Business. Contact Us. Advertise on Craft Brewing Business. Media Kit Download. Even Stella's latest Cidre product, hailed as "C'est cidre, not cider", is produced in the Dutch-speaking municipality of Zonhoven. Sacre biere! While many marketers exaggerate and amplify a lager's foreign heritage, Carling appears to have done the reverse.
They're right in that respect - Carling is the UK's biggest-selling beer, with more than 1bn pints brewed in the UK last year. However, it hails from Ontario, Canada, where it was brewed for more than years before a drop was sold on British soil.
Carling rose to prominence in the UK through the s and 80s with a series of adverts in which displays of cleverness or cool prompted the response: "I bet he drinks Carling Black Label" as it was then called. By the end of the century, its Canadian history was as good as erased, and these days it's hardly heard of in Canada. It's not just the UK that peddles ersatz beers of a particular nation. Scots visiting Belgium may have encountered the tartan-labelled Gordon Finest Scotch Ale - marketed as "the soul of the Scottish Highlands", born amid "wild lochs and haunted castles".
The brainchild of a canny English expat and early practitioner of pseudo-patriotic marketing, John Martin, Gordon has been brewed since in Flemish Brabant, becoming so popular in Belgium that it later rolled out into Western Europe - though it never reached its Scottish "homeland". Meanwhile England comes full-circle in the form of Olde English - one of America's most-popular malt liquors super-strength beers. Shipping across the world not only ages a beer, but the unstable conditions and temperatures prematurely age the beer.
Brewing in Texas actually means Foster's in the U. Nelson isn't the first person who's gone after a major brewing company for falsely marketing a beer as imported. Anheuser-Busch came under fire in when Beck's drinker Francisco Marty brought a class action lawsuit against the company for misrepresenting the domestically produced beer as being foreign. Marty, like Nelson, claimed that customers were misled as to the origin of the beer.
Beck's in the U. But Foster's was not always a British beer pretending to be Australian; it began life as an Australian beer mimicking "lighter European-style" lagers. Production was started in Melbourne by two American brothers, William and Ralph Foster, in , before they quickly sold up and returned to the US. It was not until that the brewing business — which by then also had extensive wineries in Australia and New Zealand — again took the Foster's name, though by that time the lager brand had essentially become a British phenomenon.
Little more than m pints of Foster's lager are drunk in Australia each year. Australian drinkers prefer Carlton Draught and Victoria Bitter.
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