PRODUCT ZONE
BEVERAGE Despite the fact that it took the country’s second craft beer producer eight years to set up shop, what was about to ensue has since proven to be an entirely novel approach, the likes of which Lebanon had never seen. Jamil Haddad, founder of Colonel Beer is a man, who simply put, loves beer as much as he enjoys the great outdoors. A native of Batroun, he spent his days enjoying this coastal city’s breathtaking white sandy shores and unlike many, he never wanted to leave. Shedding light on that period in his life, Haddad said, “I began experimenting then producing my own beer at home, which later drove me to travel to London and enroll in a beer-making program. Another factor that strengthened my resolve to open shop here is that I have always wanted to make a life for myself in Lebanon and seeing how Batroun is my birthplace, the decision to return was clear and the location was ideal for what I had in mind.” Following many years of research, experimentation and lots of tinkering, he managed to rally a tremendous following for his cause and even got Batroun’s Municipality to rent him a piece of land right by the sea. The reasoning behind that decision was based on the notion that creating a local product would, ideally speaking, put that area on the map and in turn transform this place into an all year-round, go-to destination. In 2014, that is exactly what happened when Colonel Beer launched. The remarkable element about that young brand, which today has become a sort of Lebanese staple, is that it created a platform for like-minded individuals who share an affinity for nature and good beer. Elaborating Haddad said, “We entered the market with confidence knowing that the global wave for craft beer has been growing tremendously well signaling the increased need for such an offering. However, the products we offer are in no way competing with any of the existing brands. The Colonel brand is based on a far more inclusive F&B concept that pairs beer with food, thus the restaurant. With the availability of technology, anyone who can afford to purchase beerbrewing equipment can easily do so, yet building an entire concept around a brand is an entirely different proposition. In other words, we have managed to create a shared communal experience centered on a brand, which year on year, has been growing by about 15 percent.” colonelbeer.com
While Haddad launched the brand out of love for the beverage and the craft, another more recent brand emerged, yet this particular one was based on a dare, a love for the sciences and family. “It’s the story of two cousins taking a brewing course together in London back in 2015. Noël Abi Nader was already a home brewer and I was pursuing a Master’s degree in Green Chemistry at Imperial College. We decided to take brewing to a professional level and Elmir Brewing Company was set up beginning 2018. The main driver, besides passion, was the challenge to establish a successful microbrewery in a highly competitive market,” remarked Elmir’s Brew Master Chris Fadel.Ironically, while the brand is still in its infancy, the real challenge thus far has been sourcing premium ingredients from across the world and guaranteeing their quality throughout transport and storage, which Fadel explained is where Elmir’s quality assurance and control program comes into play. Keep in mind that all ingredients are natural with no additives included in the final product. The other matter that is currently under consideration, is what kinds of styles to develop and which to include in the offering. “The Lebanese beer market is slowly evolving and people’s taste palette is also widening as they become more familiar with a wider array of beers, be they imported craft beers or local craft beers. The market is still young and there are several areas that are untapped, which makes the adventure all the more interesting for us. Nonetheless, and to our surprise, our India Pale Ale is number one in terms of sales, followed by the Pilsner. It is significant since it means the Lebanese audience is getting ready for craft beers and, depending on the setting and mood, they choose to drink different styles! facebook.com/ElmirBrewery
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HOSPITALITY NEWS ME | AUG-SEP 2019