How Spain is putting aside to your favorite measure to drink beer

We Spaniards like to practice Terraceo with friendsa skewer and a good beer, but that It does not mean That we do it the same throughout Spain. Not even what The beer jargon be the same throughout the country. Especially if we talk about tap beer. Moreover, if you move frequently from north to south it is likely that you have found that not all waiters seem to use the same terms or even how the same word can mean different things, understanding by “different” the milliliters that you will find in the glass. In case that “Babel Torre” was not enough, now (at least In part of Spain) There is an upward option: the cup, something that tells us about beer but also how we drink it and formats beyond the star measure, cane. Spain, beer land. We Spaniards like beer. And that statement has few laps because it relies on contributing data and sounds collected by the sector itself. In 2023 its consumption stood around 43 million of hectoliters, with an average intake of 55 l per person. In fact (and although demand It has ups and downs) Its consumption has been winning weight In front of the wine, also linked to the Spanish table. That we like to take a good lager or IPA does not mean that everywhere you drink (and ask for) the same. Map prepared by brewers of Spain. How do you drink in Spain? That same question was asked a few years ago Brewers from Spainthe association that groups the great producers of the country, after verifying that although a beer is a beer anywhere in Spain, the thing changes when we talk about how to serve it. “Depending on the format we want and the area, an act as simple and everyday as asking for a beer, if it is not done correctly, it can become a real challenge,” Recognize. Where is a good map … To clear doubts, Cervecer did two things: he created A glossary and a map that helps appreciate how beers usually drink) throughout the country. The graph should be handled however with some caution. For example, the association recalls that although in Salamanca or Valladolid, tap beer is usually used in vessels between 100 and 140 ml called “short”, in Galicia that same word refers to “the lifetime cane”, a major format. If you are in the Basque Country, you better call it “Zurito.” Or “penalty” in Aragon. And that’s all? No. The cane is the “par excellence” format and that word understands it in virtually all the businesses of Spain, but manufacturers warn: “While in areas such as Madrid the glass measure is 200 ml, in other places the size is superior. Thus, if a Basque wants to take the 350 of a Basque cane in Madrid will have to ask for a double, the most similar measure.” Since the cane usually moves around 200 ml, the normal thing would be that the double was 400 ml, but that logic has nuances again. In Basque Country if we want that amount of beer drink, it advises to use another term: “Canyon.” The wide brewing glossary is completed with words such as “Botellín”, “fifth” or “third”, which are the terms used for bottles depending on whether you want the fifth part or a third of liter. The thing is complicated, however, with exceptions: Asturias, Cantabria or Catalonia use terms as “average” or “median.” If you are looking for you will even find guides who speak of 25 either 30 forms To ask for beer, including “pots”, “botijos”, “tank” or “xibeca”. Complicated? There are more. In case the “photography” was not complex enough, at least in part of Spain it is being added An extra factor: The form. That is, the key is no longer how much or how we drink beer, but what we drink it. That is: glass or glass. The nuance is interesting and slid yesterday The voice of Galicia in An article in which he explains how in Santiago de Compostela it is increasingly common to see people with beers in the glass instead of a glass. The question is evident: “Why do the reeds serve as if they were a wine?” After talking with compostela hoteliers, the newspaper Slide Some practical explanations: the glasses are easier to store (they can be hung upside down) and there are those who defend that they help preserve the organoleptic properties of beer. In fact there are places that San Cups designed for the Lager. “Optimal formats”. “The crystal is quite broken and you have to replace, but it is the best form”, They argue From a compostelano store. Galicia star itself claims That each beer has “its cup” and details the differences of form and use between the flute (15-40 CL), the Pilsner vessel (15-40), the tulip (20-50), Weizen (30-50), Snifter (30-50), chalice (30-50) or the teku, used in tastings and between 33 and 50 cl. “If we leave aside its aesthetic or historical component, it cannot be denied that some formats are optimal for certain styles,” The company points out. Cup question … And something else. In the passage of the vessels to the glasses there is, however, another factor that speaks, rather than the bars or beer itself, how we enjoy it. One of Santiago’s hoteliers in fact explains that there are clients who ask them to serve the cane in a glass of wine, either because the glass is finer or for quantity. “The wine brings between 44 and 52 CL and the cane is 33,” clarifies the hotelier, who denies that the cane has less amount than a bottle. The slow decline of the cane. The phenomenon also coincides with an apparent decay of the cane and other reduced formats in favor of others of larger. Two years ago Straight to the palate I pointed Already as many bars in Madrid (and other points in Spain) were going from the standard … Read more

He has cast a giant in his beer industry

The origins of what is today Asashi Group They date back to Japan at the end of the nineteenth century, but much of their future passes through the West and more specifically through Europe. And it has enough logic. The brewing group is no stranger to the serious demographic crisis that its country is going through, which translates into a local local market and the need to look beyond bars and Izayaka Japanese. Now, after years of bet and expansion, the brewer invoice thousands of millions of dollars in the old continent, its largest market after Japan, with More than 25% of its sales. In her own way, the Japanese birth crisis has led Asashi to become an outstanding figure in the beer sector European, in which it is not easy to open hollow. A silent advance. The news gave it A few days ago Fortune Taking the balances of the Japanese company itself: silently and without generating noise, Asashi has become one of the big names of the European beer industry. And that has merit. First because the origins of what today is the holding Asashi Group They are quite far, in Japan. Second, because although he had already harvested success in his country it is not easy to open a hole in the European market. What do the figures say? The accounts Asashi Group shows that in 2024 it registered total income in Europe of 5.4 billion of dollars, almost 27% of the total. These figures place the continent as their second billing market, only behind the Japanese already distance from Oceania or Southeast Asia. The volume of income in Europe also grew by 13% while in Japan it barely varied. The forecasts for 2025 It shows that, although a decrease can be registered, the weight of the European market will continue to be key in its accounting. Expanding borders. Those figures are not the result of chance. And it is not explained only by the expansion of its Premium Asashi Super Dry beer, increasingly present in the pubs of Europe. Over the last years the holding company has been expanding with new acquisitions until consolidating in the continent. The Japanese company incorporates other recognized brands For European clients: Peroni Nastro Azzuro, Kozel, Pilsner Urqell and Grolsch. In its catalog also includes Great Northern, Victoria Bitter, Carltron Draught, Tyskie, Ursus, Radegast, Fuller’s London Pride and Asashi Nama, in addition to without alcohol, soft drinks and other drinks, such as the Nikka whiskeyfounded 90 years ago. Pulling a carrier. It arrives with a quick search in the newspaper library to follow the track of that commercial expansion. In 2016 it reached A first agreement With the Belgian origin AB Inbev origin to get three of its best -known brands, Peroni, Grolsch and Meantine, for 2,550 million euros. Some time later, in 2019, Fuller, Smith & Turner accepted another millionaire offer, of almost 300 million of euros, which allowed the Japanese group to be among others with its flagship brand, London Pride. To those operations others are added Centered in Australia, New Zealand or China. In March and despite the tariff war, The Wall Street Journal revealed that the group wants to consolidate its presence in the US with Asashi Super Dry. For that purpose acquired A plant in Wisconsin. They are business … and demography. Some time ago Atsushi Katsuki, general director of Asashi, acknowledged Fortune That the bet of the Japanese company for the Complex Market of Europe was not accidental. And partly it is explained by the population crisis that drags For decades Japan. With birth in historical minimumsdeaths in record values ​​and a population increasingly agedmathematics does not make it easy for companies like Asashi. Yes in the 90s almost 70% Of its population was between 15 and 64 years old, in 2023 that percentage did not reach 59%. For a company like Asashi the implications of that evolution are evident. “If we observe the Japanese beer market, since 1995 it has contracted at a 1-2% annual rate. And we believe that it is likely to continue,” Katsuki comments. Europe also faces His own challengesbut with that backdrop his alcohol market It has aroused interest. Opportunities … and challenges. Of course, the market presents its own challenges. Asashi herself Point out that its goal is to continue betting on premium drinks and alcohol beer, a business segment on the rise and to which the Japanese firm wants to give greater weight in its results account. Its objective is that in 2030 the without alcohol or low graduation suppose 20% of their global sales, several points above the current data or from which they handle in Japan. Another challenge for Asashi is to compete with great weight and rooted rivals in Europe, such as AB Inbev or Danish Carlsberg, which move Milmillionaire Business Figures. That without counting the challenges that the holding of Japanese roots has been found throughout its international expansion, such as the effect of the Ukraine War on the supply of grain, inflation or Commercial War. Images | Norimutsu Nogami (Flickr) In Xataka | Japan is suffering a bankruptcy record from Ramen. And in part it is the result of the “1,000 yen barrier”

Estrella Galicia has decided that the star ingredient of his new beer is Valencia. And that is a risky bet

Yesterday, by surprise and before The suspicion of not a few, Estrella Galicia presented The one that would probably have been the most extravagant (and risky) product of its extensive catalog, which by the way are already including beers With perclabes either peppers: A BRIK of Special broth For Valencian Paella. It sounded crazy. And it was. There is no such broth. Nor will exist. What the Galician company is planned to launch is a “special Valencian edition” of its beer, something that announces almost on the eve of the Valencia failures. Beyond what the Galician company does the movement says a lot about where the beer sector walks. Paella Estrella Galicia broth? Sounds weird. And it is logical because it is. Yesterday Galicia surprised his own and strangers announcing a “broth for Valencian paella” (sic) Through its official profiles of Instagram, X and LinkedInin which I include even photos of the product, in whose container it could be read in great ‘Estrella Galicia’. The announcement was replicated in networks and there was a good handful of media that echoed the launch, clarifying In some cases that they had tried unsuccessfully to confirm the news with the company itself. They did not get it. And there was a reason. Click on the image to go to Tweet. NO BREATMENT, SPECIAL EDITION. It sounded like a marketing campaign. And there have been no surprises. It was. Estrella Galicia has confirmed it today through the same channels, with A video Shared in networks in which the cake uncovered: “Yesterday we launched our broth for Paella Valenciana and you put us to broth. Quiet, it was a joke.” The stitch goes with thread and in the same piece they take the opportunity to announce the product that they intend to launch: a beer ‘special edition Valencia’. Wrapping in tradition. What did the broth for Paellas come? Why yesterday’s message? Was it only a hook to gain visibility? Yes. And no. The campaign has served Estrella Galicia for something else: in addition to effectively multiplying the repercussion of the launch (that of the new beer, not the broth Fake) has allowed him to emphasize the leitmotiv of its commercial strategy, the basic idea of ​​its product: tradition. The Galician firm wants to reinforce in the Valencian Community. And curiously he wants to do so associating himself with the image of local culture. “This broth (that of Paella Estrella Galicia) has never existed. We would never do anything like that because, as you, we understand the value of our recipes. And here is our only secret ingredient is to respect the ingredients,” ensures the brewer in the video with which he announced his new Valencia 2025 edition. Click on the image to go to Tweet. Valencian, why? In summary: Estrella Galicia associates its image to the defense of tradition in a market, the Valencian, in which the bottles of the Rivera Children’s Corporation have already been worked on an important hole. In 2023 The provinces It echoed A study which revealed that, although in the territories close to the region, consumers opt for Mahou, star of Levante, Amber or Estrella Dam, the favorite beer of the Valencians was the one made by a company from the other end of the country. The question that leaves its launch is … What is special and Valenciana the special Valencian edition? The company does not clarify it. Is limited to ensuring That the drink will be “a tribute” to the passion of the community through the paella, but without going into details or deepening how it will elaborate or get it to differ from the rest of its catalog, beyond the labeling. Barrels … and maps. The star campaign also talks about something else: to what extent the brewer is a market played and distributed in Spain. A few months ago Datacentric elaborated A map of favorite beer brands by autonomous communities that demonstrate the clear (and pronounced) differences at the territorial level. In the Peninsular Center, Mahou reigns, Cruzcampo does it in Andalusia, in Aragon it is amber, in Catalonia Estrella Dam, in Murcia stands out Estrella de Levante and in much of the rest of the country Galicia makes it star. Beyond the preferences for reasons of historical and cultural roots, the weight of the Galician company at the state level does not surprise. If Star Galicia has highlighted for something over the last years it is his aggressive marketing strategy. His bottles have ended up to Cristina Pedroche and Chicote during New Year’s Campanadas. Even of the influencer Chiara Ferragniwho a few days ago posed with a bottle For the 28.7 million followers on Instagram. Click on the image to go to Tweet. The importance of figures. Campaigns such as Valencia also tell us about something else: an industry, the brewer, in full expansion and has been looking for new margins towards which its market widen. Although alcohol consumption is experiencing deep changes In Spain and distancing Of young people and frequent drinking intake, the beer sector has excelled in recent years due to the efficacy of its strategy. How has consumption evolved? The Statista tables They reflect that the total volume of beer consumed in Spain grew in a practically sustained way (with the impasse of the pandemic) between 2012 and 2023, following a opposite trend to that of the per capita intake. Statista sample Also that in 2023 in Spain each person drank on average about 56 liters of beer. There are two less than the previous year, but still far exceeding the average marks of (at least) the last decade and a half. Employers’ data Cervecera are also interesting: in 2023 it found an increase in consumption of 2.84%, although that growth was sustained by foreign tourism. Without it, he estimates that he would have fallen 3.53%. That percentage basically explains by the closing of bars after the pandemic and changes in the habits of the Spaniards, which at least in … Read more

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