We’re very busy finishing Tings Lisbon. One of the things we are working on, are beers for the hotel lounge – we only want the best 😉 [caption id="attachment_18970" align="alignright" width="194"] We can’t blame the majors for not trying. But as long as the consumers can’t afford their equivalent to craft beers the big beer bang will have to wait.[/caption]
Travelers that stay in a hotel like ours, love beer. In our research for the best beers for our lounge in Tings Lisbon we found a story about the Portuguese craft beer market. The story is so stupid that we feel we have to comment on it.
Blaming the totalitarian dictator ship for Portugal’s two-brew-only past is pure nonsense. Until the end of the 80s the beer market in Denmark was dominated by Carlsberg and Tuborg. And we have never been a dictatorship. Same with Holland where Heineken have been market leader, the US that was dominated by Budweiser and Miller, Australia and other beer markets.
The craft beer explosion around the world is part of a movement that includes a lot of other product such as chocolate, coffee, tea, olive oil, salt etc. It has absolutely nothing to do with politics.
The big break through comes when the domestic consumers can afford to pay for the expensive crafted beers. And are willing to do so, which they only will, if they feel they get a quality experience that equals the experience they get from the same amount of money spend a good glass of wine.
So far it seems that it will take some time here in Portugal – an import of crafted beers will help a lot. Then the consumers can compare.
Portugal’s tyrannical two-brew past: Although its beer history isn’t as famous or marketed quite as well as that of some of its European neighbours, Portugal-produced beer predates the country itself, going all the way back to pre-Roman Lusitania.
But foreign influence was heavily muted during the Estado Novo, the totalitarian dictatorship that ran the small Iberian nation from 1933 to 1974. Two rebel-rousing domestic brands, Sagres and Super Bock, flowed freely from the taps with little competition. Coincidence that Lisbon-speak for a draught beer is imperial? Not likely.
Read Kevin Raub’s feature in Lonely Planet
The Portuguese word for a small draught: Imperial comes from the British Empire where the standard glass of beer – the Imperial Pint – is the same as 20 imperial fluid ounces or 568 ml.]]>
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