The Tasting Panel magazine

August 2017

Issue link: https://digital.copcomm.com/i/856981

Contents of this Issue

Navigation

Page 85 of 136

august 2017  /  the tasting panel  /  81 story by Jeff Cox N othing says the dog days of summer like a cold, refresh- ing beer, and brews born in the tropics have special appeal this time of year. Two of the world's most popular lagers, Tiger and Red Stripe, are part of the lineup of world brews owned by Heineken USA's Five Points Trading Company. Tiger, brewed in Singapore and 15 other countries, sells 100 million cases per year in 50 countries. Red Stripe is a familiar Jamaican beer that was brewed offshore for a few years by Diageo until Heineken USA bought the brand and returned its main brewery to Kingston in 2016. (Red Stripe also brews beer in the U.K. for that market.) Ten million cases of Red Stripe are brewed yearly and sold in 40 countries. Other brands under the Five Point umbrella include Affligem from Belgium, Birra Moretti from Italy, Murphy's Stout from Ireland, Sagres from Portugal and Prestige from Haiti. The overall concept is that each beer reflects the region and culture from which it comes. For Tiger, according to brand manager Amberly Hilinski, the focus on culture appeals to the beer's primary market: Asian males aged 22 to 35, concerned about sustainability, ending tiger poaching (a cause the beer brand widely supports) and similar issues. They also care about quality. "We want to change the perception of Asian beers as flavorless and become the first premium Asian lager," she says. "We can own that space. It's a big opportunity for us." A sampling of Tiger reveals a clean, bitter edge over a full- bodied lager flavor from its Austrian malted barley and German hops. There's a fruity note to its aroma, too. Red Stripe's brand manager, Andrew Anguin, notes in his Jamaican lilt that the prime market for the beer is Millennials and "multiculturals," which he describes as "people whose heritage is mixed. I'm one—my mother is Chinese, my father is African and I'm Jamaican." Red Stripe was born in 1918 when Eugene Desnoes and Thomas Hargreaves Geddes started making beer in Kingston. Ten years later they formed the commercial brewery, which is still going strong. A tasting of Red Stripe reveals a perfect beer for a day at the beach or a night of dancing and fun: hops on the nose, a bold flavor in a light quaff, with hints of ginger and apple. Whichever you choose, sweet relief from the heat is on the way. A sampling of Tiger reveals a clean, bitter edge over a full- bodied lager flavor from its Austrian malted barley and German hops. There's a fruity note to its aroma, too. "We want to change the perception of Asian beers as flavorless and become the first premium Asian lager. We can own that space." A tasting of Red Stripe reveals a perfect beer for a day at the beach or a night of dancing and fun: hops on the nose, a bold flavor in a light quaff, with hints of ginger and apple.

Articles in this issue

Archives of this issue

view archives of The Tasting Panel magazine - August 2017