An intensive educative campaign under the banner to raise awareness about the importance of high-quality water for the world’s most favorite beverage
New Delhi, 09 August’17: A perfect weather, a beautiful beach, a healthy plant, a hot shower and thirst have one element binding it all together. This Adams ale is absolutely quint essential to our survival and the predicted reason for the world war IV (fingers crossed!). A pristine elixir we call – water.
This divine gift of god has a big role to play in the world’s favourite beverage we like served chilled – beer. Water, grain, hops and yeast are the 4 basic ingredients that go in making beer. Just like creating a recipe, its specific combination determines the style, strength and sapidity of the drink.
This isn’t simply something that comes from the tap or underground source. The composition – whether it’s hard, soft, level of sulphites, calcium, magnesium and other minerals – affect the final drink.
A very peculiar point missed is the ‘forte’ or ‘specialty’ every country has in its brewing process. Wheat beers brewed in Belgium are exclusively called Witbier and involves ‘addition’ of citrus and herbs like orange peel, coriander etc. Wheat beers brewed in Germany are called Hefeweizen and focuses on the yeast imparting taste. These countries are considered the mecca of beer production and even have laws governing the process. The same styles are now attempted to be replicated here in India and the outcome of this practice is mushrooming around us.
Off lately, hobbies and interests have given wings to microbreweries and home grown beer brands across the length and breadth of the country. Small production houses are set up, semi qualified, under trained people take up the responsibility of making brews. Protocols, hygiene, ingredients, recipes and maturation process are often not adhered too. The final output; sub-standard brews at a very nominal price. For the price sensitive Indian customer, gallons of beer worth pennies is the ultimate gratification.
The repercussions of this binge drinking – headache, nausea and hangovers. Even well educated, travelled and aware customers fall prey to this. Thank god for there is The Beer Café around, we don’t need to worry about that nightmare scenario. Having brought more than 50 premium international brands from over 20 countries under a single roof, India’s largest, fastest and most awarded alco-beverage chain has recently launched ‘We Don’t Screw Your Brew’. The high-intensity campaign is aimed at raising awareness amongst Indian beerophiles and casual drinkers about the difference premium-quality water makes in the beer crafting process. Adding to the campaign, what makes the brand different is the beer-ritual that is adhered to. Every pint is treated with utmost care and kept in chillers 24×7 irrespective of the outlet being operational or not. The temperature for each beer is carefully monitored as well. The servers undergo a rigorous training programme and receive a ‘beer champ’ certificate from industry leaders. Smallest of the details like the glassware, a perfect pour and expiry dates of the beers are taken care of. The brand serves over 1 million customers every year, and these aspects are never compromised upon.
Speaking on the announcement, Rahul Singh, Founder & CEO, The Beer Café, said, “Isn’t it ironical why the best of beer brands unsurprisingly often hail from countries like Belgium, Australia, United Kingdom, Austria, Italy, Sweden, Norway, and France? The reason is these countries have the highest water quality index in the world. The most famous breweries are typically located near natural sources of fresh water. Hence the brews are delicious. We want to raise greater awareness about this with our ‘We Don’t Screw Your Brew’ campaign.”
“At The Beer Café, we pride ourselves at being the beer destination for our patrons, who trust and enjoy our extensive selection of premium beer brands from around the world. This unique proposition is enabled by our in-depth understanding of how wonderful beers are made. Through our latest initiative, we aim to arm discerning Indian beer lovers with the knowledge they need to choose the ultimate beering experience, that goes beyond just gulping the liquid sunshine” Rahul added.
Under the latest campaign, The Beer Café will change the collateral and decor of all its outlets across India, and has already stocked them with items like coasters and tissues branded with the ‘We Don’t Screw Your Brew’ messaging. The brand has also launched an anthem titled ‘We Don’t Screw Your Brew’ along with the campaign, which communicates the essential messaging of the campaign through quirky and fun lyrics.
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2014 The Global Indian New Network (TGINN)