So "British consumers are being fooled into thinking that brewed-in-Britain versions of foreign beers are the real thing" (p.6, October issue)
Well, we all knew that anyway, but now:
"importers of genuine world beers are banding together to put an end to the con".
So far, so good.
I wonder if they are going to do anything, though, about genuine foreign beers being brewed at their home breweries to a special (read poor) recipe for the UK market.
Some of the German brewers are experts at this (Loewenbraeu comes immediately to mind), but they are not on their own.
I just bought a couple of 66cl bottles of Pilsner Urquell from ASDA. It tastes nothing like the stuff I used to drink in the Czech Republic, or even the bottles I used to buy from a supermarket in Switzerland. According to the label, it's 4.4%. Surely a real Pilsener is between 5.0% and 5.2%? OK - the brewery is no longer independent, and duty in the UK is inordinately high.
Is this a deliberate dumbing-down of a classic beer for the UK market?
The new campaign is being led by Budvar UK. Interesting that none of their product which I have drunk in the UK tastes anywhere near as good as it does in (a) their brewery tap in Ceske Budejowice, (b) Kolariks at the Schweizerhaus in Vienna, or (c) a myriad of bars in Germany.
So I ask myself, is this a double-con?
Comments?