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E-Malt.com Newsletter 13a
March 26 - March 28, 2018

Quote of the Week

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Currency Rates

Base Currency: US Dollar
on March 28, 2018
Base Currency: Canadian Dollar
on March 28, 2018
      1 USD = 0.8050 EUR
1 USD = 0.7055 GBP
1 USD = 1.2859 CAD
1 USD = 1.2963 AUD
1 USD = 105.6000 JPY
1 USD = 3.3179 BRL
1 USD = 57.1747 RUB
1 USD = 6.2727 CNY
      1 CAD = 0.7776 USD
1 CAD = 0.5485 GBP
1 CAD = 0.6259 EUR
1 CAD = 1.0080 AUD
1 CAD = 82.1100 JPY
1 CAD = 2.5799 BRL
1 CAD = 44.5197 RUB
1 CAD = 4.8774 CNY

Currency Rates Chart

Equities of the Largest Breweries

Equities of the Largest Breweries

North America News
Brewery news USA: Craft beer sector sees 5% rise in volume in 2017 ...Click here
Brewery news USA: Constellation Brands named biggest winner on top 50 US breweries list ...Click here
Brewery news USA, CT: Milford Point Brewing Co. gearing for grand opening in just a few weeks ...Click here
Brewery news USA, SC: Keowee Bewing Co planning to open in Seneca by the end of the year ...Click here
Hops news Canada: Federation of Agriculture notes increase in hop cultivation in Canada ...Click here
Brewery news USA, NY: Eli Fish Brewing Company celebrates official grand opening in Batavia ...Click here
Brewery news USA, KY: Falls City Brewing Co. to open its brewery and taproom in Louisville on March 30 ...Click here
Brewery news USA, NY: The Jamestown Brewing Company slated to launch around the beginning of August ...Click here
Brewery news USA, TX: Brotherwell Brewing debuts its brews in Wako ...Click here
Brewery news USA, NC: Fourth Creek Brewing Co delays opening by a couple more months ...Click here
Brewery news USA, VA: Green Flash closes brewery in Virginia Beach ...Click here
World News
Brewery news China: Tsingtao posts fastest annual profit growth since 2010 ...Click here
Brewery news Vietnam: Collecting tax arrears from Sabeco may create bad precedent for next divestments by Vietnamese government ...Click here
Brewery news Ukraine: Beer market finally stops falling – Carlsberg Ukraine ...Click here
Barley news Ukraine: Analysts cut forecast for Ukraine’s 2018/19 barley harvest ...Click here
Brewery news India: India’s popular craft brewer B9 Beverages aiming to go public in the next three to five years ...Click here
Brewery news UK: Carlsberg toasts success of its Export premium lager ...Click here
Brewery news Ireland: Heineken betting big on new non-alcoholic lager in Ireland ...Click here
Brewery news Jamaica: Red Stripe Jamaica weighing plans to brew non-alcohol version of Heineken ...Click here
Graph of the Week

Table of the Week

World Malt Exports by Country and by Value

Table of the week.

Prices Evolution

Prices evolution

Barley Prices

Theoretical Malt Prices

Scientific Digest


We already know about hop flavonoids and their bitter taste, but there are other bitter compounds in hops we know and don't know. These researchers call these others "auxiliary bitter compounds", comprising the bitter compounds that do not include the iso-alpha acids. In a sensory context those components can influence the bitter quality. To assess the bittering effect of these compounds one can work with the ratio between the Bitter Units and the HPLC measured concentration of iso-alpha acids. This ratio of course increases with hop varieties with low alpha content e.g. land-race varieties. In addition to the above mentioned flavonoids, additional compounds present in hops are formed from alpha-acids (humulinones, deoxyhumulones), as well as those formed from beta-acids during wort boiling (hulupones, hulupinic acid and hydroxyltricyclolupulones). Various studies have shown that the sensory evaluated bitterness quality correlates positively with higher IBU/iso-alpha acids ratios. So it is about time to leave behind the old categorization into bitter and aroma varieties, since yes, aroma varieties also give great (or even greater?) bitterness!


Forster, A. et al: What are Auxiliary Bitter Compounds in Hops and how do they Affect the Quality of Bitterness in Beer? November / December 2017 (Vol. 70)
Read more

Source: Barth Innovations

These Days in Business History

26 March
1780 - The British Gazette and Sunday Monitor was published for the first time. It was the first Sunday newspaper in Britain
1885 - Eastman Kodak (Eastman Dry Plate and Film Co.) produced the first commercial motion picture film in Rochster, NY
1996 - The International Monetary Fund approved a $10.2 billion loan for Russia to help the country transform its economy

27 March
1855 - Abraham Gesner patents kerosene
1999 - The macro virus "Melissa" was reported for the first

28 March
1797 - Nathaniel Briggs of NH patents a washing machine
1841 - 1st U.S. steam fire engine tested, New York City
1866 - 1st ambulance goes into service


March 2018:
05-07: 105th Brewing and Engineering Conference (Munich, Germany)
06-08: Expo Antad & Alimentaria Mexico 2018 (Mexico City, Mexico)
07-10: Festival Brasileiro de Cerveja 2018 (Blumenau, Brazil)
08-10: Alltech Craft Brews & Food Fair 2018 (Dublin, Ireland)
14-15: BeerX 2018 (Sheffield, UK)
16-18: Barcelona Beer Festival 2018 (Barcelona, Spain)
19-22: IBD Asia Pacific Convention 2018 (Wellington, New Zealand)

April 2018:
08-12: International Malting and Brewing Symposium "13th Trends in Brewing" (Ghent, Belgium)
13-14: Helsinki Beer Festival 2018 (Helsinki, Finland)
28-29: Zythos Beer Festival 2018 (Leuven, Belgium)
30-03 May: Craft Brewers Conference & BrewExpo America 2018 (Nashville, USA)

May 2018:
16-18: Craft Beer China 2018 (Shanghai, China)
22-24: Beer 2018 (Sochi, Russia)
23-27: Latvia Beer Fest 2016 (Riga, Latvia)
31-02 June: Copenhagen Beer Festival 2018 (Copenhagen, Denmark)

June 2018:
06-09: Mondial de la Biere 2018 (Montreal, Canada)
07-08: The Brewers of Europe Forum 2018 (Brussels, Belgium)

10-13: ASBC Malt Flavor and Aroma Symposium 2018 (Roseville, MN, USA)
20-22: Sea Brew 2018 (Manila, Philippines)
29-01 July: Mondial de la Biere 2018 (Paris, France)

August 2018:
03-05: The 22nd International Berlin Beer Festival (Berlin, Germany)
07-11: The Great British Beer Festival 2018 (London, UK)
08-11: Vietfood & Beverage 2018 (Ho Chi Minh City, Vietnam)
10-11: Beervana 2018 (Wellington, New Zealand)
12-15: Brewing Summit 2018 (San Diego, USA)

September 2018:
04-06: food & drink technology Africa (fdt Africa) (Johannesburg, South Africa)
12-14: 6th International Symposium for Young Scientists and Technologists in Malting, Brewing and Distilling (Bittburg/Trier, Germany)
20-22: The Great American Beer Festival 2018 (Denver, USA)
22-07 October: Oktoberfest 2018 (Munich, Germany)

October 2018:
23-26: China Brew China Beverage 2018 (Shanghai, China)
24-26: drink technology India 2018 (Mumbai, India)

November 2018:
13-15: Brau Beviale 2018 (Nuremberg, Germany)

More events are available on site e-malt.com

News Articles

Brewery news USA: Craft beer sector sees 5% rise in volume in 2017
The US Brewers Association (BA) — the trade association representing small and independent1 American craft brewers — released on March 27 the 2017 data on U.S. craft brewing growth. With over 6,300 breweries operating during the year, small and independent craft brewers represent 12.7 percent market share by volume of the overall beer industry. In 2017, craft brewers produced 25.4 million barrels, and saw a 5 percent rise in volume on a comparable base and an 8 percent increase in retail dollar value. Retail dollar value was estimated at 26.0 billion, representing 23.4 percent market share. Microbreweries and brewpubs delivered 76 percent of the craft brewer growth. Craft brewing’s growth occurred in the context of a total beer market which dropped 1 percent by volume in 2017. “Growth for the craft brewing industry is adapting to the new realities of a mature market landscape,” said Bart Watson, chief economist, Brewers Association. “Beer lovers are trending toward supporting their local small and independent community craft breweries. At the same time, as distribution channels experience increased competition and challenges, craft brewer performance was more mixed than in recent years, with those relying on the broadest distribution facing the most pressure.” Additionally, ...More info on site

Brewery news USA: Constellation Brands named biggest winner on top 50 US breweries list
Anheuser-Busch InBev and MillerCoors are still the two biggest breweries in the U.S. The craft beer industry trade group, the Brewers Association, released its annual list of the top-50 U.S. brewers based on beer sales volume, and to no one's surprise the mega brewers remained atop the heap in 2017, the Fox Business reported on March 24.

Anheuser-Busch produced 113.5 hectolitres of beer in North America last year, or almost 97 million barrels, equivalent to about 3 billion gallons. Despite that being down 3.3% from 2016, it's still appreciably more than the 67.7 million hectolitres MillerCoors parent Molson Coors reported it produced in the U.S.

Anheuser-Busch owned 43% of the U.S. beer market, while Molson Coors owned 25%. The remainder was owned by other companies.

It's in that "other companies" category that the real surprise comes with the Brewers Association tally, and below the Fox analysts highlight the winners and losers in the annual makeup of the top U.S. brewers.

The biggest winner is Constellation Brands, which appeared on the list for the first time in the No. 3 position, behind MillerCoors. Having acquired the U.S. rights to the Mexican Modelo brand and its Corona beer label, it has ridden rising sales and saw ...More info on site

Brewery news USA, CT: Milford Point Brewing Co. gearing for grand opening in just a few weeks
Milford residents won’t have to wait long for locally sourced beer as Milford Point Brewing Co. gears up for its grand opening in just a few weeks, CT Post reported on March 23.

Owners Chris Willett and Jerry Candido are preparing to debut their nanobrewery at 230 Woodmont Road on April 7, bringing a trove of locally inspired beers to residents and bars in the area.

“We don’t want to serve just one side of town — we’re going to serve the whole town and surrounding areas,” Willett said.

With a love for craft beer, Willett, who will serve as the head brewer, got his start making his own beer about five years ago in his basement.

“I have really always liked craft beers,” Willett said. “At the same time, going to the liquor store, wherever that may be, even back then, you were spending $12 on a six-pack, and I thought to myself, I love this beer, I’m going to try and make it myself so I can make something that I can enjoy myself but also have something that was more economical in the grander scheme of things.”

As he honed his craft, Willett began building interest in his beer early on, handing ...More info on site

Brewery news USA, SC: Keowee Bewing Co planning to open in Seneca by the end of the year
The city of Seneca is expected to have its first brewery by the end of the year, with the planned fourth-quarter opening of Keowee Bewing Co., GSA Business reported on March 23.

The new brewery is owned and operated by Alex Butterbaugh, who most recently worked as a brewer at 3 Sheeps Brewing Co. in Sheboygan, Wis. The brewery gets its name from Lake Keowee, which is a few minutes from the brewery and is also the source of the water for its beer production. The five-barrel brew house will be located at 401 E. Main St. in downtown Seneca and will house the operations split over two floors, according to a news release.

“My wife, Allison, and I grew up in Spartanburg and attended Clemson University. While our jobs after college took us away from South Carolina, we always knew that coming home would be a priority. We are very excited about returning to the Upstate and becoming an integral part of the community,” Butterbaugh said in the release. “Downtown Seneca already has some of the best restaurants and bars around, and we hope to add to the draw of the downtown area.”

The production facility will offer 12 beers on tap, ...More info on site

Hops news Canada: Federation of Agriculture notes increase in hop cultivation in Canada
Ron Bonnett, president of the Canadian Federation of Agriculture, notes the increase in hops cultivation, a prominent ingredient in beer production, as a response to the higher demand for craft beer and an interest in microbreweries, the Financial Post reported on March 26.

From 2011 to 2016 hops cultivation grew to 789 acres from 97.

“It’s a combination of what’s happening as a consumer trend and the farmers’ response,” Bonnett said.

He said often times retailers may push certain foods and farmers are happy to provide that crop if there is profit to be made.

Brewery news USA, NY: Eli Fish Brewing Company celebrates official grand opening in Batavia
The owners of Eli Fish Brewing Company celebrated their official grand opening in the former JJ Newberry building at 109 Main Street, Batavia, on March 24, WKBW reported.

The brewery is named in honor of Eli Fish, the operator of Fish's Malt House, a brewery located on the corner of Elm and Main Streets in the 1800s.

According to a press release, “The history of Batavia is tied in many ways to this location,” said Matthew Gray, one of the brewery’s owners. “We hope today marks an exciting new chapter that generations of residents and visitors will enjoy.”

Three Batavia natives, Gray, Jon Mager, and Matthew Boyd are the owners of what's being called "the city's newest landmark destination for food and drink."

“From the day we set out on this project, we had a vision of bringing people back to Main Street in Batavia for an experience they couldn’t enjoy anywhere else in the area,” Mager said.

Not only did they celebrate their official grand opening but they also unveiled the first two of their in-house brewed beers: a honey IPA and a blonde ale. The brewery has 20 taps, which will feature 10 beers that are brewed in-house and 10 rotating beers ...More info on site

Brewery news USA, KY: Falls City Brewing Co. to open its brewery and taproom in Louisville on March 30
Falls City Brewing Co. announced on March 27 it will open its new brewery and taproom on Friday, March 30. The newly renovated facility will be dedicated in a ribbon-cutting ceremony with Mayor Greg Fischer at 11 a.m. that day, the Insider Louisville reported.

The new complex, which was built nearly a century ago, is located at 901 E. Liberty St. — nestled between NuLu and the Phoenix Hill neighborhood — and features a seven-barrel brewhouse set in a roughly 5,100-square-foot space, as well as a taproom area that is nearly 4,000 square feet, and an outdoor beer garden that tops 3,000 square feet.

For the last several years, Falls City had been part of the Over the 9/Old 502 Winery complex on 10th Street near Portland.

“Louisville’s nationally recognized craft beer scene is thriving,” said Mayor Fischer in a prepared statement. “The addition of Falls City’s new taproom and brewery in the NuLu/Phoenix Hill neighborhood makes it even easier for residents and visitors alike to experience this iconic Louisville brand. Falls City continues to make investments in our city, and we raise a pint in celebration.”

The new taproom features a bar that seats about 12, along with a community table, additional high- ...More info on site

Brewery news USA, NY: The Jamestown Brewing Company slated to launch around the beginning of August
The Jamestown Brewing Company, located at 119 E. Third St., Jamestown, is slated to open around the beginning of August. The father and son team of Jon McLellan and Jon McLellan II, along with GPatti Development, are in the process of renovating the former Lillian V. Ney Renaissance Center into the new brewery and restaurant, the Jamestown Post Journal reported on March 24.

McLellan II said the goal is to have the business opened before the opening of the National Comedy Center, which is expected to occur during the Lucy Comedy Fest during the first week of August. He said they will be aiming to have four to eight beers prepared for the opening of the brewery. He added that his father and himself have been brewing beer for 16 years and they have created 16-17 unique recipes.

“There will be something for everyone,” McLellan II said. “We’re going to have a 20 barrel brewing system. There will be darks, pilsners and sours. We will be offering tours, with a tasting area in the basement.”

As a way of meeting the community, McLellan II said they will be hosting “A Tasting in the Alley” event adjacent to the business Saturday, May 5. He ...More info on site

Brewery news USA, TX: Brotherwell Brewing debuts its brews in Wako
The duo behind Brotherwell Brewing have spent years obsessing over recipes for craft beers that aren’t necessarily for the craft beer-obsessed.

Jacob Martinka and David Stoneking debuted their brews to the public over St. Patrick’s Day weekend at Barnett’s Public House, to positive reviews, the Waco Tribune Herald reported.

Brotherwell, which is based at 400 E. Bridge St. in East Waco, is now supplying bars and restaurants with a variety of beers, and the owners ultimately plan to open a tasting room onsite along with a biergarten for events.

It is Waco’s second craft brewery, following Bear Arms Brewery, which opened in 2015 on La Salle Avenue. Martinka and Stoneking say they like being on the ground floor of Waco’s emerging beer scene, and they are aiming for a broad audience.

“Our challenge in looking at Waco, not being a town that’s deep in the craft culture, is that we want beers that are accessible to everyone,” Stoneking said. “Some of our favorite comments have been like, ‘I’ve been a Pabst drinker all my life, but this is what I want to drink now.’

“We just want people to know beer can be more than what they have been drinking. There’s a lot of flavors, ...More info on site

Brewery news USA, NC: Fourth Creek Brewing Co delays opening by a couple more months
Statesville will have to wait at least a couple more months before tapping its first new brewery since the 1930s, the Statesville Record & Landmark reported on March 25.

Jonathan Nobinger planned to open Fourth Creek Brewing Co. in downtown Statesville by the end of 2017 before pushing the target date to April. Nobinger said last week that he had just submitted an application to the U.S. Alcohol and Tobacco Tax Trade Bureau, which will take about 45 days to review.

“We can’t even make beer until we have that (permit) done,” he said. “We couldn’t start that (process) until we at least knew where the equipment was going and the layout. … Every little bump back has pushed it behind.”

About half of the 3,100-square-foot shotgun-style building at 226 W. Broad St. will accommodate the taproom, new restrooms and a walk-in cooler, he said. The rest will serve as office space, storage, and fermentation and brewing areas.

“Essentially the front-half of the building will be seating and a bar area,” he said.

Total occupancy will be 80, with seating for at least 65 in the taproom.

Additional outdoor seating, in front and behind the building, also is planned.

Going for a “classic pub” style, the taproom ...More info on site

Brewery news USA, VA: Green Flash closes brewery in Virginia Beach
Green Flash’s brewery in Virginia Beach has closed, and according to a news release from CEO and founder Mike Hinkley, the company will stop distributing its beer to the East Coast, the Virginian-Pilot reported on March 26.

Hinkley confirmed that the brewery did not open on March 26, and notices taped to the gates outside the tasting room and beer garden read “out of business” with instructions on how to return kegs.

Any mention of the Virginia Beach location had been removed from the company’s website by the afternoon of March 26.

Green Flash opened its 58,000-square-foot brewery and taproom off General Booth Boulevard in November 2016. It had plans to put out 100,000 barrels each year. All the Green Flash beer sent east of the Mississippi River was to come out of the Virginia Beach brewery.

The company will now focus on its roots in California, the news release said. Green Flash also owns Alpine Beer Co., which will also stop distributing its beer to the East Coast.

“Over the past two years, the company has been under significant pressure due to the cost and complexity of bicoastal operations,” the release said. It went on to say that the company will now focus on ...More info on site

Brewery newsChina: Tsingtao posts fastest annual profit growth since 2010
China’s Tsingtao Brewery Co Ltd, the country’s second largest brewer, posted a 21 percent jump in annual profit on March 27, short of forecasts ...More info on site

Brewery news Vietnam: Collecting tax arrears from Sabeco may create bad precedent for next divestments by Vietnamese government
Vietnam’s authorities’ collecting VND2.5 trillion ($109.8 million) in tax arrears from Saigon Beer, Alcohol and Beverage Corporation (Sabeco) made foreign investors concerned about taking part in later divestments of state-owned firms, VietNamNet Bridge reported on March 23.

Recently, the State Audit Office of Vietnam proposed collecting VND2.5 trillion ($109.8 million) in tax arrears from Sabeco. The lion’s share of this is undeclared profit of VND2.8 trillion ($123.01 million) from 2016.

Besides, the state audit asked Sabeco to explain its losses from investing in banking, stocks, as well as pouring money into financial investment funds.

Responding to this incident, a director of a foreign investment fund said, “We are a small shareholder in Sabeco, thus we are waiting for ThaiBev’s opinion, who hold 53 per cent stake in the corporation. We believe that ThaiBev will have a proposal to the government so that the incident can be handled fairly.”

The director wondered that if the VND2.5 trillion ($109.8 million) had not been included in Sabeco’s assets, investors might not have paid as high a price at the auction as the corporation's charter capital would have been significantly lower.

Furthermore, when the government issued divestment plans from Sabeco, they committed not to conduct tax arrears in Sabeco, ...More info on site

Brewery newsUkraine: Beer market finally stops falling – Carlsberg Ukraine
The Ukrainian beer market has stopped falling and stabilized for the first time in nine years, Carlsberg Ukraine Director General Yevhen Shevchenko was quoted ...More info on site

Barley news Ukraine: Analysts cut forecast for Ukraine’s 2018/19 barley harvest
Analyst UkrAgroConsult on March 27 cut its forecast for Ukraine’s 2018/19 barley harvest and exports citing a smaller sowing area caused by late spring.

At the same time, the consultancy raised its outlook for Ukraine’s maize harvest and exports.

Ukraine is likely to harvest 25.7 million tonnes of maize and 8.2 million tonnes of barley this year, while exports would total 20 million and 4.6 million tonnes, respectively, UkrAgroConsult said.

Brewery news India: India’s popular craft brewer B9 Beverages aiming to go public in the next three to five years
The maker of Bira 91, a popular Indian craft beer with bottles sporting sketches of a quirky monkey with a punk hairdo, is aiming to list itself in the next three to five years, its chief executive told Reuters.

B9 Beverages, founded and led by New Delhi-based entrepreneur Ankur Jain, has quietly snagged market share through word-of-mouth recommendations in a country where marketing of alcohol is heavily regulated.

Jain puts it down to the fact that the taste of beer matters to Indian consumers now much more than before. “Younger consumers have a different perception about alcohol,” he said.

Craft beer sales are on the rise in India as younger, affluent consumers in big cities choose brands and pubs that make lighter brews and promise fresher ingredients.

The company expects its India business to break even in fiscal 2019 and revenue to more than double to about 4 billion Indian rupees ($61.5 million).

Set up in 2015, B9 initially manufactured Bira 91 - the name references India’s international phone code - in Belgium but supply chain snafus and high costs made it difficult to compete against market leaders Kingfisher, AB InBev India and Carlsberg.

The supply issues were resolved, Jain said, after he started production in ...More info on site

Brewery news UK: Carlsberg toasts success of its Export premium lager
A year on from the launch Carlsberg UK says its Export premium lager is up +9% in retail sales and +49% up (in retail value) in its platinum and gold outlets, the Drinks International reported on March 27.

To lock into the move to so-called craft beers principally by Millennials, Carlsberg launched 1883, using a yeast strain from Jacobsen’s original brew and will introduce an unpasteurised variant in June.

VP marketing Liam Newton told a group of invited journalists in London on March 26 that they were in the process of “revitalising Carlsberg”.

As well as the main lager brand, Carlsberg UK also looks after the American craft beer brand, Brooklyn, Mahou-San Miguel, Italian beer Angelo Poretti, traditional Yorkshire bitter, Tetleys, Czech gluten-free beer, Celia and London Fields, which it bought in conjunction with Brooklyn.

Carlsberg’s sponsor of the England football team ends after the forthcoming FIFA World Cup but it remains in football through associations with eight Premier League club.

Newton said that while they acknowledge there will always be that association between football and beer, the brewer is switching its focus to music festivals which it can readily leverage.

VP national sales, Alistair Gaunt, said the company was switching emphasis from volume to value ...More info on site

Brewery news Ireland: Heineken betting big on new non-alcoholic lager in Ireland
Heineken is hoping the trend towards lower alcohol consumption is more than just a passing fad by betting big on a new non-alcoholic lager in Ireland, the Irish Times reported on March 28.

The world’s second largest beer-maker is looking to cash in on a surge in sales of alcohol-free drinks globally, with Heineken 0.0, a bottled lager that has been double-brewed so that when the booze is removed the taste remains.

Details of the lager were first announced last May when it was unveiled at an event in Barcelona. It has since gone on sale in a number of markets, with the drinks giant planning on making it available across Europe.

According to the research group Canadean, the European non-alcoholic beer market grew roughly 5 per cent each year from 2010 to 2015.

Heineken is just one of a number of brewers looking to meet consumer demand for low and no-alcoholic drinks.

Rival AB InBev, which makes more than a quarter of the world’s beer and has about 400 brands including Budweiser and Stella Artois, has previously said it is aiming to make a fifth of its beer either low or zero alcohol by 2025. This is up from less than 10 per cent ...More info on site

Brewery news Jamaica: Red Stripe Jamaica weighing plans to brew non-alcohol version of Heineken
Jamaica’s Desnoes & Geddes Limited, which trades as Red Stripe Jamaica, is weighing plans to brew a non-alcohol version of Heineken in this market, the Jamaica Gleaner reported on March 28.

Heineken 0.0 would be targeted at trendsetters from both genders, within the 25-34 age range, the brewery told the Financial Gleaner on March 26, assuming positive results from its feasibility review.

The non-alcoholic beer segment reportedly continues to grow at a time when core beer markets are estimated to have shrank globally between 2010 and 2015, according to a study by research group Canadean.

Jamaica, however, does not fit into that trend, said Red Stripe, when quizzed on the report. But there are also few, if any, non-alcoholic beers distributed on a consistent basis in Jamaica.

"We are definitely considering Heineken 0.0 as a line extension. Feasibility will be conducted," said the Kingston-based brewery, which makes Heineken under licence. Red Stripe is also owned by Heineken International.

The brewery said it would determine the launch date for the product after getting the okay from its quality department.

Heineken 0.0 is at the core of Heineken International's campaign that 'when you drive, never drink', and would also align with Red Stripe Drink Responsibly campaign.

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