Olut ja ruoka jenkki-craftoluiden malliin
Craft Beer Ambassador Lotte Peplow pohtii oluen ja ruuan roolia osana naisten olutkäyttäytymistä Yhdysvaltojen oluiden pohjalta.
American craft brewers are renowned for their ground-breaking creativity, relentless innovation and unswerving commitment to the highest standards possible. They push the boundaries of flavour and create excitement with new ingredients, new techniques and new taste experiences.
But according to a new Harris poll survey* in the States commissioned by the Brewers Association, the not-for-profit trade association representing small and independent American craft brewers, some demographic groups are under-represented in their consumption of American craft beer, notably:
Women
The survey found that 37% of women report drinking American craft beer several times a year or more often compared to 59% of men. In comparison 62% of women drink wine with that frequency, 55% spirits and 44% flavoured malt beverages (FMBs). Some 57% of women who don’t consume craft beer report not liking the flavour and 16% of women cite that they’re not sure what the flavour profile of beer should be. They tend to think of craft beer as having hoppy, crisp, dark and malty flavour profiles. The percentage of those who can’t define the flavour profile of beer rises to 29% for those who don’t drink craft beer at all.
In their choice of beverage alcohol, women report preferring fruity and light flavours. Both are stronger preferences in women than men. Bubbly and botanical profiles are also popular. Female American craft beer drinkers prefer crisp, juicy/hazy and fruity flavours slightly more than men when considering craft beer profiles. What’s more, the occasions in which American craft beer is consumed vary somewhat and some of the largest differences between male and female respondents were at home with family and friends (8% more likely than men), at an outdoor/recreational activity (7% more) and in visiting a brewery (5% more).
Education remains a key driver of market development. Nearly one in five legal drinking age adults in the States say they don’t drink more craft beer because they don’t know enough about it to make an informed purchasing decision. Flavour is still the primary driver in making beverage alcohol purchasing decisions for the majority of American craft beer drinkers.
The Brewers Association has long recognised the potential for pairing the complimentary flavours of beer with food as a means of education, information and awareness. According to a study by Nielsen on behalf of the Brewers Association, 88% of American craft beer drinkers enjoy beer with their meal at least sometimes and 59% say they would be somewhat or very likely to choose a specific beer style based on what they’re eating. Beer has a wider flavour spectrum than almost any other beverage and can accompany almost any food partner.
How to Pair Beer with Food
There are several golden rules as follows:
- Match strength with strength. Pair delicate dishes with lighter craft beers and strongly flavoured dishes with intense, more assertive beer styles.
- Taste, taste taste! Taste is personal so experiment with flavours and ingredients to find what works for you and be adventurous
- Use the dominant flavour or ingredient in a dish as the starting point. Hops are very food-friendly and will go with just about any food. Think of beer as just another ingredient in a recipe, the only difference being it’s in a glass not on the plate!
- Avoid incorporating craft beer within a recipe because the cooking process drives off flavour and, depending on the beer, may enhance bitterness
- Consider what cooking methods and techniques to use because this affects the end result. Grilling, roasting, smoking and baking when done at high temperatures will accentuate the beer’s malt flavours, while braising or frying adds fat that will coat the palate and protect against the ‘bite’ of the alcohol.
- Hops can mimic the flavours of herbs and spices. Hops with herbal, spicy, pine, citrus, tropical, fruity or woody flavour notes will compliment similar herbs and spices used in the dish
- Yeast can also compliment a wide range of supporting ingredients and flavours too.
The Impact of Beer Temperature on Food
When pairing beer with food raising the serving temperature of the beer just a few degrees can have a subtle impact on its interaction with the dish, unlocking deeper flavour nuances and enhancing the overall tasting experience of both. If the beer is too cold the palate can become numbed and unable to appreciate the full flavour profile of the beer. Lagers and lighter styles are typically served very cold to maximise refreshment but beers paired with food are an integral part of the dish and the temperature should complement that of the ingredients to enhance the overall dining experience.
For example, a helles bock lager served at a lower temperature than a dish of salami, ricotta and focaccia creates a complementary interplay on the palate because the crisp, clean, refreshing character of the beer will offset the ambient temperature of the food ingredients.
A chilled dish of sea bass crudo paired with an American IPA served a few degrees above the normal serving temperature of 7°C allows the hops full expression and to blend with the delicate flavours of the fish. Ice cold temperatures can mute hop aroma and flavour so IPAs are best served above chilled.
Imperial stouts or porters can be served at cool or ambient temperature particularly when paired with foods showcasing similar flavours, such as chocolate and vanilla profiteroles with an imperial oatmeal vanilla porter for a matching flavour profile.
American craft beer has limitless pairing potential enhancing flavour and appeal to both men and women alike.
Date for your Diary!
And for those interested in discovering more about American craft beer don’t miss the Great American Beer Festival, 9-11 October in Denver, Colorado, the largest beer festival in the U.S. GABF is an annual showcase of beverage innovation in its many forms and offers thousands of beverage samples from producers around the U.S. and overseas. Following last year’s debut of RTDs and beyond beer beverages, this year’s Festival will offer the new Distilling Experience welcoming full strength spirits to the festival floor for the first time.
Free downloadable resources about American craft beer are available at: QR-koodi: www.craftbeer.com
*Harris Poll survey amongst 2,000+ consumers
Lotte Peplow, Brewers Association American Craft Beer Ambassador for Europe, looks at the results of a new survey, how flavour plays a key role in beer purchasing decisions and how to pair beer with food. Issued on behalf of the Brewers Association.
The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers and the community of brewing enthusiasts. The BA represents 5,600-plus U.S. breweries. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers.
Teksti: Lotte Peplow, kuvat: Brewers Association
