La brasserie Kronenbourg - publié le 07/07/2008

Extraits

[...] Today, the breweries Kronenbourg are part of the 4th European brewery, Scotlish &Newcastle. II. Beer-making Beer is composed of 4 main ingredients : pure spring water (up to 10 litres for 1 litre of beer), hop (between 150 and 250g for 100 litres of beer), barley (about 130g for one litre of beer) and yeast (about 6g for one litre). Making good beer means strict application of the processes at each stage Malting (duration : one week to 10 days). [...]

[...] This change is essential for the brewing. Germination causes an emission of warmth. Blond malt Kilning Once the barley has germed, it's kilned, drying the grains out to halt the germination. The colour, aromas and taste begins to appear. The higher the temperature, the darker the colour of the malt. Kilning is the last operation of malting. According to the strength of the kilning, the beer will be clear, dark or amber-colored. Roasting : the malt may be roasted, in the same way as coffee, to obtain black malt for producing a dark beer Brewing (duration : about 9 hours). [...]

[...] The mash is then given a first filtering, to remove the grain husks. The filtered liquid, called the wort first, is then poured into the brew kettle, where it is heated. Hops are added and the liquid filtered a second time to produce the wort. Sweet, with hoppy bitterness, the wort is full of flavour, but it's far from being the finished product Fermentation (duration : 4 to 10 days). The malt is then cooled down in an exchanger to the desired fermentation temperature and then placed in tuns. [...]

[...] A monthly newsletter has been set up in this perspective. The group has also decided to create many websites, dedicated to every brand. They are very sophisticated and count on the key idea of luxury. The Kronenbourg breweries use different media to support its communication policy. The company favours poster advertising and the internet. The image of the group changed. It was first based on the notions of community and friendliness, to become then a prestigious brand. [...]

[...] It's a lively, sparkling, thirst-quenching drink. Succeed test. It is by regularly innovating and by enhancing the value of these brands that Kronenbourg Breweries adapts to the needs of a demanding market. The first brewer in France, it guarantees the quality of its products and is attentive to consumer expectations. IV. Communication policy Concerning its communication policy, the company capitalizes on fundamental values, as vitality and friendliness. The first large scale advertising campaign, in 1980, banked on these ideals, by presenting people from different social classes, gathered round a Kronenbourg. [...]