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Surfax
now boasts some of the world's finest imported lagers in its
portfolio and there was no better place to show off these award
winners than at the Restaurant Show, which took place at Earls Court
2 from the 8th-10th October 2007.
Evidence
shows that drinkers and diners are looking for genuine imported
lagers in the UK. Speciality and imported beers are rightly being
hailed as the new growth sector in the UK beer market, underpinned by
the fact that the category has been growing 17 times faster than the
British Market over the last four years. While other premium lager
sales have been falling genuine imports have been up by over 29%.
This is linked into a combination of greater foreign travel and the
desire to try something new.
Peter
Karsten, Marketing Director for Surfax comments: "We have an
impressive stable of genuine imported lagers that are great with
food. Lagers and beers are being hailed as the new drink when dining.
Lager and beer has long been accepted as the drink of choice with
food in pubs and also with spicier cuisines such as Indian food. Now
people are really getting into the subtle nuances of flavour that
lager offers and balancing this with different styles of food. Lager
is superb with modern British, Thai, Indian, French, Italian- infact
there isn't a cuisine I can think of that is not enhanced by a fine
lager. Visitors to the exhibition certainly were excited by our offering."
Visitors
to the exhibition sampled award- winning lagers from around the
globe and saw the launch of DAB Original on draught in the UK. DAB
has long been recognised as one of the finest German beers and has
just been awarded "the World's Best" premium lager at the
World Beer Awards. Essential to DAB's success has always been a
commitment to quality and this is no different with DAB now it is
also available on draught offering restaurateurs and licensees
greater flexibility. DAB is perfect for the discerning consumer, with
its truly authentic flavour making it a perfect accompaniment to a
number of foods.
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Tusker
is a recent arrival to the UK and was particularly well received at
the exhibition. As with food, people are looking for more and more
authenticity; premium lagers brewed from far flung places- and Tusker
certainly fits the bill. This, combined with everyone's love affair
with Africa, means discerning drinkers can enjoy a Tusker whilst
helping one of East Africa's largest employers help the region.
Because Tusker is clean and crisp and not too gassy it is great with
food, whether grilled meats or curries; many of the best Indian
restaurants in the UK, such as the award winning Curry Fever in
Leicester, already serve it. |
Tusker
is brewed using the highest quality malted barley grown in Kenyan
Rift Valley. It is a crisp and clean tasting lager making it the
ideal accompaniment with food as well as a great thirst quencher.
Tusker's heritage dates back to 1922. It is loved by East African's
and has become part of the national fabric. Tusker lager is named in
memory of the brewery's founder George Hurst, who was killed by an
elephant in 1923. The iconic elephant logo and distinctive black and
gold colouring are sure to make this brand stand out from the crowd.
Two
new lagers were launched at the Restaurant Show to English and Welsh
audiences, having been so well received in Scotland. Krusovice hails
from The Czech Republic and has a long and noteworthy history. It has
been brewed by the Royal Brewery of Krusovice just outside Prague
since the 16th Century. In 1583 The Holy Roman Emperor in Prague
enjoyed the beer so much he bought the brewery! Surfax showcased both
Krusovice Imperial and Cerne at this year's Restaurant Show and both
received a rapturous welcome. Krusovice Imperial is a lager with a
full bodied flavour that appeals to true beer connoisseurs, due to
its complex taste characteristics. Cerne in contrast is a black lager
and the most exported dark lager from the Czech Republic. Cerne is a
great drink, but in addition proved to be of enormous interest to
licensees and restaurateurs as a cooking ingredient.
People
are often travelling long distances to sample food at a recommended
restaurant, which often means there having to be a designated driver.
This doesn't have to be a chore providing the restaurant in question
stocks Clausthaler, Europe's number 1 Low alcohol lager, with only
0.5% ABV you can enjoy the exquisite taste of a multi award winning
German Pilsner and still drive legally. Clausthaler has recently
added two additional accolades to a long list of awards, namely: Gold
medal at the World Beer Awards, as well as being named one of the top
fifty beers in the world, as well as crowned winner of the no alcohol
and low alcohol section at the International Beer Competition.
Clausthaler is is also free of all preservatives and additives and
with only 66 calories per 330ml bottle and no fat it is good for the
waistline too.
Clausthaler
strictly adheres to the 1516 German Purity Laws. The path to this
enduring law started in 1487 Duke Albrecht IV proclaimed a regulation
whereby each brewer was required to, from that time on, swear a
Brewers Oath before the ducal treasurer, whereby he would "use
only barley, hops and water for the beer, knowledgeably simmer it and
add nothing else nor allow anyone else to add anything." This
illustrates that sometimes the older rules and regulations are the best.
Peter
Karsten, comments: "The Restaurant Show has been an enormous
success for us. Our portfolio of fine lagers was greeted with
enormous enthusiasm from visitors to the show. It was great to show
off our imports to such a high calibre group of decision makers and
we anticipate making a number of sales off the back of the exhibition."
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