Seth & Riley’s Garage beer occupies a special place in the rich assortment of beer produced by the Carlsberg Group Corporation. By taste and strength, it differs from the already familiar beer mixes. Despite the fact that Garage has only been released since 2014, it has already gained fans in Western Europe and the CIS. The drink has become part of the youth culture, so the volume of production is constantly growing.
Historical reference. In the South of the United States, where it is simply dangerous to drink strong alcohol due to the heat, it has long been customary to add a little alcohol (in particular, beer) to lemonade or tea. Such cocktail mixes were called “hard drinks” – hard drinks. At the beginning of the XNUMXst century, the fashion for low-alcohol hard drinks came to Europe.
By 2014, the hard drinks market was valued at about $1 billion. Marketers of the brewing corporation Carlsberg Group could not pass by such a tasty morsel. The production of a new beer drink, called Garage, was taken up by one of the divisions of the company – Seth & Riley’s.
First, technologists developed 2 Garage recipes: with lemon and lemon tea, later a third one was added to them – with ginger. Garage differs from the traditional beer mix by its increased strength (4,6%). Although malt extract and hop products are added to the composition, the taste of beer is barely distinguishable. Garage is made using natural flavors and lemon juice. True, ascorbic acid is also included in the composition, but there is no characteristic “chemical” taste. There is a lot of foam at first, but it quickly falls off.
Olga Li, senior innovation project manager at Carlsberg Group, said that Garage is primarily intended for young people around the age of 25 who are cheerful, enterprising, who love originality in everything. The garage is a symbol of freedom, emancipation, readiness to accept a new idea: it was in the garage that many famous inventors began to work.
For the advertising slogan, the phrase was chosen: “A kind of genius.” Funny commercials told about three friends who in the garage tested a time machine, then a new aircraft. Deliberately simple, “rustic” bottle and label design was created by specialists from the British company Seymourpowell. Thanks to the cork with a key, the bottle is easy to open.
The first batch of Garage was made in Finland, at the old Sinebrychoff brewery. Approximately 30% of sales still come from Finland. In Russia Garage is produced under license by Baltika, in Ukraine by Carlsberg Ukraine.
In 2017, Seth & Riley’s Garage Hard Lemon was awarded the Grand Prix for the highest quality at the Ukrainian competition “Beer Celebration – 2017”.
Garage beer drink is usually served chilled to +5-10 °C. It goes well with seafood (but by no means fish), cheese, fruit chips, nuts.
Types of beer “Garage”
Hard Lemon – malt-hoppy notes are mixed with the taste of lemon;
Hard Lemon Tea – a drink with a slight refreshing hint of tea;
Hard Ginger – spicy ginger spice in taste harmonizes with lemon sourness.
