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RombBullet Quote of the week
RombBullet Currency rates
RombBullet Brewers equities
RombBullet Industry news
RombBullet Graph of the week
RombBullet Table of the week
RombBullet Prices evolution
RombBullet Barley prices
RombBullet Theoretical malt prices
RombBullet Business history
RombBullet Agenda
RombBullet News articles





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E-Malt.com Newsletter 15a
April 11 - April 13, 2016


Quote of the Week

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Currency Rates


Base Currency: US Dollar
on April 13, 2016
Base Currency: Canadian Dollar
on April 13, 2016
      1 USD = 0.8769 EUR
1 USD = 0.7014 GBP
1 USD = 1.2862 CAD
1 USD = 1.3088 AUD
1 USD = 108.3000 JPY
1 USD = 3.4978 BRL
1 USD = 66.3456 RUB
1 USD = 6.4630 CNY
      1 CAD = 0.7774 USD
1 CAD = 0.5452 GBP
1 CAD = 0.6816 EUR
1 CAD = 1.0174 AUD
1 CAD = 84.1800 JPY
1 CAD = 2.7191 BRL
1 CAD = 51.4590 RUB
1 CAD = 5.0240 CNY

Currency Rates Chart


Equities of the Largest Breweries

Equities of the Largest Breweries

North America News
Brewery news USA: AB InBev buys Virginia-based Devils Backbone Brewing Company ...Click here
Brewery news USA, IL & WI: Like Minds Brewing Co. to open its second brewery in Milwaukee after all ...Click here
Brewery news USA, CA: Temescal Brewing preparing to open in Oakland next month ...Click here
Brewery news USA, WI: Pigeon River Brewing needs and plans expansion in Marion ...Click here
Brewery news USA, MI: Silver Harbor Brewing Co. launches in St. Joseph ...Click here
Brewery news USA, CA: King Harbor Brewing partners with Delta Pacific Beverage to expand distribution in California ...Click here
World News
Brewery news South Africa: AB InBev grants South Africa’s Competition Commission 15-day extension in investigating the proposed takeover of SABMiller ...Click here
Brewery news Japan: Beer shipments fall 3.8% in January-March ...Click here
Brewery news EU: AB InBev formally informs the EU regulators of plan to sell SABMiller’s Peroni, Grolsch, and Meantime brand families ...Click here
Brewery news Brazil: Brazilians drinking beer more often at home than at bars and restaurants ...Click here
Hops news World: Craft brewers facing potentially serious shortage of hops ...Click here
Brewery news Malaysia: Guinness Anchor Bhd’s net profit climbs 28.9% in the quarter to March 31 ...Click here
Barley news China: End of corn-stockpiling frenzy may mean barley and sorghum imports cut almost in half ...Click here
Brewery news Brazil: Ambev negotiating purchase of Brasil Kirin brewery in the state of Rio de Janeiro ...Click here
Brewery news Cuba: Cuba needs another brewery to cope with beer shortage ...Click here
Brewery news Seychelles: Seychelles Breweries forced to temporarily halt production because of equipment malfunction ...Click here
Brewery news Botswana: AB InBev and SABMiller attorneys plead with Botswana’s Competition Authority (CA) to approve proposed merger ...Click here
Brewery news Malaysia: Guinness Anchor Bhd to become Heineken Malaysia as of April 20 ...Click here
Brewery news Vietnam: Carlsberg officially launches Tuborg beer in Vietnam ...Click here
Whisky news UK: Diageo set to launch new whisky under the Haig Club brand ...Click here
Graph of the Week


Table of the Week

Australia Barley Production, Consumption, and Export


Table of the week.

Prices Evolution

Prices evolution

Barley Prices


Canadian Malting and Feed Barley Prices


US Malting and Feed Barley Prices


French Malting and Feed Barley Prices


German Malting Barley Prices




Theoretical Malt Prices



Canadian Malt Prices


US Malt Prices


Theoretical EU Malt Prices



These Days in Business History


11 April
1919 - The International Labour Organization is founded
1929 - Loetafoon celluloid film system demonstrated in Amsterdam
1992 - Euro-Disney opens near Paris
1994 - Software programmer Marc Andreesen, then 22 years old, and venture capitalist Jim Clark, the co-founder of Silicon Graphics Inc., found Mosaic Communications Corp

12 April
1903 - Jan Tinbergen is born, Dutch economist and U.N. advisor, Nobel 1969
1905 - French Dufaux brothers test helicopter
1992 - The Euro Disney Resort officially opens with its theme park Euro Disneyland. The resort and its park's name are subsequently changed to Disneyland Paris
1996 - One of the first companies ever to go public with an exclamation point in its name, Yahoo! Inc., launches its IPO on NASDAQ, selling 2.6 million shares at an initial price of $13 a share

13 April
1785 - John Walter publishes 1st issue of London Times
1888 - National Geographic Society is founded in Washington, D.C.
1942 - Henry Ford patents a method of constructing plastic auto bodies
1976 - The United States Treasury Department reintroduces the two-dollar bill as a Federal Reserve Note on Thomas Jefferson's 233rd birthday as part of the United States Bicentennial celebration


Agenda

World Beer Cup 2016


April 2016:
03-07: Trends in Brewing 2016 (Ghent, Belgium)
07-09: Warsaw Beer Festival 2016 (Warsaw, Poland)
13-15: Siberian Beer 2016 (Novosibirsk, Russia)
15-16: Helsinki Beer Festival 2016 (Helsinki, Finland)
23-24: Zythos Beer Festival 2016 (Leuven, Belgium)
Zythos Beer Festival 2016



May 2016:
03-06: Craft Brewers Conference & BrewExpo America 2016 (Philadelphia, USA)
17-20: Beer (Pivo) 2016 (Sochi, Russia)
18-19: Brewing Equipment and Technology 2016 (Birmingham, UK)
19-21: Copenhagen Beer Festival 2016 (Copenhagen, Denmark)
20-18 June: Great Australian Beer Spectacular (GABS) 2016 (Melbourne - Sydney - Auckland, Australia)
25-29: Latvia Beer Fest 2016 (Riga, Latvia)


June 2016:
08-12: Mondial de la Biere 2016 (Montreal, Canada)
09-11: South Beer Cup 2016 (Curitiba, Brazil)
14-16: Shanghai International Brew & Beverage Manufacturing Technology and Equipment 2016 (Shanghai, China)


July 2016:
02: Beer Boot Camp 2016 (Johannesburg, South Africa)
07-10: Artbeerfest 2016 (Caminha, Portugal)
09: Beer Boot Camp 2016 (Cape Town, South Africa)
13-15: ProPack China 2016 (Shanghai, China)


August 2016:
05-07: The 20th International Berlin Beer Festival (Berlin, Germany)
09-13: The Great British Beer Festival 2016 (London, UK)
10-13: Vietfood & Beverage - ProPack 2016 (Ho Chi Minh, Vietnam)
13-17: World Brewing Congress 2016 (Denver, USA)


September 2016:
08-10: Irish Craft Beer Festival 2016 (Dublin, Ireland)
14-15: Food and Drink Technology Africa 2016 (Johannesburg, South Africa)
19-03 October: Oktoberfest 2016 (Munich, Germany)
24-25: Whisky Live Paris 2016 (Paris, France)
26-28: VLB Ibero-American VLB Symposium 2016 (Santiago de Chile, Chile)
28-30: Beer and Soft Drinks Industry - 2016 (Kyiv, Ukraine)
29-01 October: Stockholm Beer & Whisky Festival 2016 (Stockholm, Sweden)


October 2016:
06-08: Stockholm Beer & Whisky Festival 2016 (Stockholm, Sweden)
06-08: Great American Beer Festival 2016 (Denver, USA)
08-10: Brouwplus 2016 (Antwerp, Belgium)
11-14: China Brew, China Beverage 2016 (Shanghai, China)
21-23: The Finest Spirits & Beer Convention 2016 (Bochum, Germany)


November 2016:
08-10: Brau Beviale 2016 (Nuremberg, Germany)
09-12: Vietfood & Beverage - ProPack 2016 (Hanoi, Vietnam)


December 2016:
15-17: drink technology India 2016 (Mumbai, India)


More events are available on site www.e-malt.com



News Articles


Brewery news USA: AB InBev buys Virginia-based Devils Backbone Brewing Company
Anheuser-Busch InBev has announced an agreement to acquire Roseland, Virginia-based Devils Backbone Brewing Company.

Anheuser-Busch issued a statement regarding the new partnership on April 12.

Steve Crandall, co-founder and CEO of Devils Backbone Brewing Company, says in the statement that Devils Backbone will "retain a high level of autonomy," and that the "existing management team plans to stay on board for many years."

Gov. Terry McAuliffe says in the statement that through Anheuser-Busch's network of distributors, Devils Backbone will soon be available nationwide.

Candrall founded Devils Backbone in 2008 after a trip to Europe inspired him to open the brewery. In 2014, Devils Backbone became Virginia's highest volume craft beer producer when it opened its Outpost facility in Rockbridge County.

Anheuser-Busch's partnership with Devils Backbone is expected to close in the second quarter.

The brewing giant, which is in the midst of a $100 billion-plus acquisition of No. 2 global brewer SABMiller, has also dipped heavily into the buying of U.S. craft breweries in recent years. Since acquiring Chicago's Goose Island in 2011, AB InBev has now purchased eight U.S. craft breweries including Blue Point Brewing, Elysian Brewing, and Breckenridge (Colo.) Brewery.


Brewery news USA, IL & WI: Like Minds Brewing Co. to open its second brewery in Milwaukee after all
Like Minds Brewing Co., the brewery that a state official urged move to Illinois last fall because the owners didn't qualify for a brewing permit here, will open in Milwaukee after all, TAP Milwaukee reported on April 7.

Owners Justin Aprahamian, James Beard (award-winning chef of Sanford Restaurant in Milwaukee), and John Lavelle, creator of the Beer Fridge app, plan to open a seven-barrel brewery and restaurant in late May at 823 E. Hamilton St., on Milwaukee's lower east side.

Aprahamian and Lavelle tried to open their brewery in Milwaukee but were rejected last fall because Wisconsin beer laws prohibit anyone who owns a tavern, restaurant or retail liquor business from obtaining a permit for a brewery.

Instead, a Department of Revenue representative encouraged them to take their brewery to Chicago, Lavelle said.

The Milwaukee Journal Sentinel included Like Minds in a Sept. 8 story about the hard choices craft brewers face with state laws on brewery ownership.

The day after that story was published, Rep. Dale Kooyenga (R-Brookfield) invited Aprahamian and Lavelle to sit down with lawmakers, the Tavern League of Wisconsin and the state Department of Revenue.

"There's no reason to have businesses leaving Wisconsin, especially breweries," Kooyenga said. "This is what we do."

Kooyenga ...More info on site


Brewery news USA, CA: Temescal Brewing preparing to open in Oakland next month
A new 15-barrel brewhouse, arts space, and beer garden at 4115 Telegraph Ave. — aptly dubbed Temescal Brewing — is preparing to open in the Oakland neighborhood of the same name next month, SFGate reported on April 8.

Created in theory over a year ago by Sam Gilbert, who in 2011 founded the homebrewers' collective BrewLab in San Francisco, the brewhouse turned into a community project.

After partnering with Wade Benker-Ritchey, a brewer with a career boasting stints at Cellarmaker and Triple Rock brewing companies, Gilbert buckled down on the new brewery's construction, licensing, and working with contractors, and eventually launched a Kickstarter campaign to help fund some of the brewery's more ambitious projects.

It worked. After just a few weeks, Temescal was able to raise over $50,000 to fund the construction of a German-style biergarten and the commissioning of local artists to paint murals across the entire side wall of the brewery's exterior.

"Everyone's doing a Kickstarter, so we thought it might be an extra bit of help for everything, but specifically the beer garden, which is really the focus of the physical business," Benker-Ritchey said. There will be "mixed seating, more intimate Adirondack chairs, picnic tables, probably classic beer garden games: ...More info on site


Brewery news USA, WI: Pigeon River Brewing needs and plans expansion in Marion
Just three years into operations, Pigeon River Brewing has outgrown its 4,000 square foot facility located alongside U.S. Highway 45 in Marion, WI, Waupaca County News reported on April 8.

Demand has grown for the brewery’s flavorful offerings of beer and soda which are served through its on-site brewpub as well as being distributed to bars and restaurants throughout north-eastern Wisconsin.

“The addition of the bottling line was the last straw to the facility’s already tight operations,” said Nathan Knaack, owner of Pigeon River Brewing. “We just can’t efficiently keep growing production in our current location. We need to be able to use a forklift in the brewery to move pallets of bottles and kegs to coolers and then to our distributor’s trucks.”

When it was time to make a move, staying true to their roots was a no-brainer for Pigeon River.

“We had been approached by other cities who offered financial assistance to move operations there,” Knaack said, “but Marion is our home. It’s where we started brewing, grew with the support of the community, and it’s where we intend to stay and raise our family.”

With promises to stay local, the brewery plans to move operations across Highway 45 to Northwinds Banquet Hall. ...More info on site


Brewery news USA, MI: Silver Harbor Brewing Co. launches in St. Joseph
The opening of Silver Harbor Brewing Co. in St. Joseph couldn’t have come at a better time for co-owner Michael Gross, The Herald Palladium reported on April 9.

When the doors opened April 8, the brewery/restaurant welcomed a crowd geared for the Detroit Tigers’ home opener. The day before, Gross held a soft opening that drew customers for National Beer Day.

One of the more popular items that Gross said will set the brewery apart from others is its smoked beer.

Taking what’s called the Kumbaya Brown Ale, hickory wood smoke is injected into a glass chamber that surrounds a glass of beer at the table. Gross said it’s like drinking a campfire.

“It’s very unique,” he said. “You get a little bit of a roasted marshmallow flavor. The carbonation of the beer absorbs the flavor of the smoke. You let it sit there for a few minutes and experience the entire smoke atmosphere.”

Christian Cook of Kalamazoo serves as the business’ brew master with eight years of brewing experience.

In addition to making 10 specialty beers, including two nitro brews and one homemade root beer, the pub features a full-service restaurant with seating for 96 people. Depending on the season, Gross anticipates 16 different specialty ...More info on site


Brewery news USA, CA: King Harbor Brewing partners with Delta Pacific Beverage to expand distribution in California
King Harbor Brewing Co. has officially signed a distribution agreement with Delta Pacific Beverage in Stockton, CA, Brewbound.com reported on April 7.

This partnership will bring the Swirly as well as the company’s all core beers and seasonal/small batch brews to all counties that Delta Pacific Beverage services. The first kegs and bottles will be hitting accounts by mid to late April.

Delta Pacific Beverage services Contra Costa, Alameda, San Joaquin, Calaveras, Stanislaus, Tuolumine, Merced, Mariposa, Madera, Fresno, Kings, and Tulare counties.


Brewery news South Africa: AB InBev grants South Africa’s Competition Commission 15-day extension in investigating the proposed takeover of SABMiller
Anheuser-Busch InBev NV granted South Africa’s Competition Commission a 15-day extension to its investigation into a proposed $105 billion takeover of fellow brewer SABMiller Plc, after the regulator failed to complete the probe by the April 12th deadline, Bloomberg reported.

The antitrust agency now has until May 5 to complete an assessment into the impact of the acquisition on the South African market, Competition Commission spokesman Itumeleng Lesofe said in e-mailed comments. He didn’t say why the investigation needed to be prolonged. It’s the second time this month the regulator has failed to meet a deadline after an April 5 date was also missed.

South Africa is just one of the countries where Leuven, Belgium-based AB InBev is battling regulatory authorities in an effort to combine the world’s two biggest brewers, and has agreed to retain a secondary listing on the Johannesburg Stock Exchange. The company also made an offer to European Union authorities earlier on April 12, a proposal that may include asset sales. It has said it plans to complete the deal by the end of the year.

Gaining regulatory approval in South Africa has been complicated by the involvement of the country’s Economic Development Minister Ebrahim Patel, who has filed ...More info on site


Brewery newsJapan: Beer shipments fall 3.8% in January-March
Japan’s beer and quasi-beer shipments from January to March fell 3.8 percent from a year earlier to 80,684,000 cases, the lowest level for the ...More info on site


Brewery news EU: AB InBev formally informs the EU regulators of plan to sell SABMiller’s Peroni, Grolsch, and Meantime brand families
Anheuser-Busch InBev has formally informed European Union antitrust regulators of its plan to sell SABMiller's premium European brands to try to secure approval for its $100 billion-plus takeover of the London-based brewer, Reuters reported on April 12.

The world's top brewer has already struck a deal to sell the assets to Japan's Asahi Group Holdings, a tactic aimed at staving off a possible lengthy investigation of the biggest ever deal in the consumer goods industry.

"This proposal concerns the European premium brand families of Peroni, Grolsch and Meantime and their associated businesses in Italy, the Netherlands, UK and internationally, excluding certain U.S. rights," an AB InBev spokeswoman said.

The European Commission said it would now decide by May 24 whether to clear the deal, a filing on its website showed without giving further details.

The EU competition enforcer will seek feedback from rivals and other third parties before deciding whether the offer is sufficient to allay regulatory worries.

The SABMiller acquisition would allow AB InBev, maker of Budweiser and Stella Artois, to expand into countries such as Colombia and Peru and crucially, Africa.

AB InBev is also selling SABMiller's stake in U.S. joint venture MillerCoors to Molson Coors Brewing and SABMiller's stake in its CR Snow ...More info on site


Brewery news Brazil: Brazilians drinking beer more often at home than at bars and restaurants
While the so-called “sin” industries like alcohol, cigarettes and candy are traditionally considered recession resistant, beer sales in Brazil are drying up more than expected, especially at the bars and restaurants. In an effort to spend less, many Brazilians are choosing to drink and entertain at home, and the industry is looking to fill the gap, The Rio Times reported on April 9.

Nielsen data confirms that Brazilians are preferring to drink beer at home in an effort to reduce spending on entertainment, according to a report by O Globo. The study in late 2015 showed that 61 percent of respondents preferred ‘to bring the bar into the house’.

“This explains the reason for the decrease of 1.2 percent in the Nielsen basket of alcoholic beverages. While there is an increase in sales of these products in the self-service channel (supermarkets, convenience stores), there was a drop at the retail counter, the bar,” Tatiane Vale, an analyst at Nielsen told O Globo, adding that this is the biggest decline for the segment since 1992.

The total amount of beer consumption across Brazil has dropped - according to the CervBrasil, an association that brings together the industry’s manufacturers, beer production fell 6.7 percent ...More info on site


Hops newsWorld: Craft brewers facing potentially serious shortage of hops
Fans of craft beers could soon face higher bar bills as small, independent brewers face a potentially serious shortage of a vital ingredient: hops, ...More info on site


Brewery newsMalaysia: Guinness Anchor Bhd’s net profit climbs 28.9% in the quarter to March 31
Guinness Anchor Bhd’s (GAB) net profit climbed 28.9% year-on-year for the first full quarter since Heineken NV became its indirect majority shareholder in October ...More info on site


Barley newsChina: End of corn-stockpiling frenzy may mean barley and sorghum imports cut almost in half
The end of China’s corn-stockpiling frenzy may cut barley and sorghum imports almost in half next season, according to the United Nations’ Food & ...More info on site


Brewery newsBrazil: Ambev negotiating purchase of Brasil Kirin brewery in the state of Rio de Janeiro
Ambev, Brazil’s leading beer maker, is negotiating the purchase of its rival Brasil Kirin’s brewery in Cachoeiras de Macacu, state of Rio de Janeiro, ...More info on site


Brewery news Cuba: Cuba needs another brewery to cope with beer shortage
Beer production in Cuba is far from meeting the country's growing demand in stores, inns and hotels, due to the large increase in tourism, a demand that can only be met by building a new brewery, Fox News reported on April 9, quoting the island's producers.

The current demand for beer is beyond the capacity of Cuba's existing breweries, which have signed contracts for more than 33 million cases at the Business Fair held last week in Havana, considerably more than their current production capability will allow, local media said.

This year's production plan for the mixed company Bucanero, which produces four local beer brands, is to turn out 19 million cases, while importing 3 million cases of the Dominican brew Presidente, according to marketing specialist Mayle Gonzalez of the Cuban state news agency ACN.

The boom in cafes and restaurants, mainly in the island's growing private sector, and the increasing influx of tourists have sent requests for this product through the roof, which is why "we have to build a new brewery to cover these requirement of the economy," Gonzalez said.

The mixed company Cerveceria Bucanero S.A., partly owned by the Ministry of the Food Industry, has had production problems due to delays ...More info on site


Brewery news Seychelles: Seychelles Breweries forced to temporarily halt production because of equipment malfunction
Seychelles Breweries Company, the Indian Ocean island archipelago's only brewery, was forced to temporarily halt production because of an equipment malfunction, the manager of the company was quoted as saying by Seychelles News Agency on April 10.

Nick Cook said there was a problem that was making products go bad after about a month.

Cook says the flash pasteurizer was not operating properly and that the issue has now been sorted out.

In recent weeks clients have been complaining of the beer having a foul taste and have even returned the products to shops and the factory situated at Le Rocher, on the east coast of Mahe.

The new manager says that beer will be available on the market as of next week and the company is putting 3,000 cases of beer and soft drinks on the market by early May.

The company has also put in place several measures to restore the quality of the products and is installing new equipment.

“We have already put in place some measures to make sure that we significantly raise the standards of the quality of our products,” say Cook.

The changes cost $6.3 million and are part of the company’s aim to ensure quality and efficiency.

Cook ...More info on site


Brewery news Botswana: AB InBev and SABMiller attorneys plead with Botswana’s Competition Authority (CA) to approve proposed merger
Attorneys representing multinational brewing and beverage firm, SABMiller and Belgian beverages company, AB InBev pleaded with Botswana’s Competition Authority (CA) to approve their proposed merger on April 12, Mmegi Online reported.

The plea was made at a public hearing held at the CA offices in Gaborone, which was intended to allow the two parties to make oral representations to the authority with respect to the transaction.

The hearing was also meant to allow competitors and the general public to express their views on the acquisition.

Rizwan Desai, acting on behalf of the attorneys to the merging partners, stated that there are no competition concerns in the proposed transaction. Presenting joint submissions at the hearing, Desai said the economic rationale for the proposed transaction is to create the first truly global beer company by combining the merger parties’ largely complementary geographic footprints.

He said the combined entity will have access to key geographic regions with strong growth prospects, adding that the merger parties will benefit from the position of Africa as a critical driver of growth for the combined entity, building on the strong heritage of SABMiller in the region. “The combined entity will be able to provide consumers with more choice in new ...More info on site


Brewery news Malaysia: Guinness Anchor Bhd to become Heineken Malaysia as of April 20
If a combination of Anheuser Busch InBev and SABMiller could prompt the mega-brewer to focus on its bigger brands and see a massive worldwide distribution, then it should also be the case for Malaysian-listed Guinness Anchor Bhd (GAB), whose major shareholder now is the second largest beer group in the world by volume, Heineken NV, The Star reported on April 9.

With GAB changing its name to Heineken Malaysia Bhd come April 20 upon shareholders’ approval, GAB managing director Hans Essaadi assures that the brewery will maintain its leading market position as a premium drinks company even with the change in shareholding.

Dutch brewer Heineken NV now controls GAB after it acquired 100% stake in GAPL Pte Ltd last October from Diageo Plc. GAPL held 51% interest in GAB.

Market observers fear the leading local brewery will not be making better profit margins this year amidst the soft consumer sentiment. GAB’s profit margins narrowed in 2015 after the goods and services tax kicked in last April. In FY14, its net profit and revenue dipped for the first time after 12 years.

No doubt with a higher inflation rate expected in the second half of the year, Essaadi says that with the strong brand presence ...More info on site


Brewery news Vietnam: Carlsberg officially launches Tuborg beer in Vietnam
Carlsberg formally introduced Tuborg, its premium international beer, to Vietnam on April 8, The Nation reported.

Tuborg is the No 1 brand by volume in the Carlsberg Group portfolio. It is sold in more than 70 countries and continues to grow globally, particularly in Asia.

"Vietnam is a big market with a large, young population who are very socially active and love to share fun moments together with their friends.

"That is why we strongly believe Tuborg is perfectly suited for Vietnamese consumers and we are very excited to bring Tuborg to Vietnam," said Carlsberg official Tayfun Uner at the launch.

"While the brand is fun and young, it also has over 140 years of a proud European brewing heritage.

"The pull-off cap and special embossed bottle make the brand immediately distinctive - setting this brand apart from anything else in the market.

"We are optimistic that Vietnamese consumers will love Tuborg," he said.

Tuborg began in Hellerup, north of Copenhagen, where the Tuborg Brewery brewed Denmark's first Pilsner-type beer in 1880 and packaged it in bottles with a distinctive green label.

The government has offered financial support to the Vietnam National Textile and Garment Group, or Vinatex, for training the labour force in ...More info on site


Whisky news UK: Diageo set to launch new whisky under the Haig Club brand
Diageo is set to launch a new whisky under the Haig Club brand, which will be aimed at a younger audience new to whisky who are looking to drink the spirit with a mixer, The Drum reported.

A spokeswoman for the drinks giant confirmed the news and said that details of the “outstanding new whisky” will be released later this year, however no information around timings of the launch were revealed.

The new whisky will be sold a lower price point, according to a source with knowledge of the launch, who added that the original Haig Club’s £45 price tag had been identified by Diageo as a barrier to purchase for some drinkers. Since its debut in 2012, sales of the brand have been sporadic, according to data seen by The Drum, with the company's travel retail head Doug Bagley forced to defend apparent price drops of Haig Club last October.

“We are excited to be unveiling a new whisky from Haig Club later this year," added the spokeswoman. "Our continued innovation and investment in the brand comes off the back of its good performance, strong liquid and brand identity. Sales and distribution of Haig Club are growing in GB, as we continue ...More info on site


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