Blog: Want to sneak beer past festival security? Just concentrate
Andy Morton | 24 August 2012
The team here at just-drinks think beer is great. Really, really great.
Except for one thing – bottles and cans are just too darn heavy. Luckily, one US company has the solution with its very own beer concentrate. As 95% of beer is just plain old water, Pat's Backcountry Beverages figured why not just condense the essentials (malt, barley, hops etc) into a little bag. You can add the water whenever you want to start drinking.
Check it out here. It's really designed for hiking trips when space is at a premium, though we reckon it'll go down very well with the summer festival crowd who enjoy sticking it to the man and sneaking their own drinks into the party. No more giveaway clinks emanating from bags and loose-fitting clothes as you walk past security.
The only downside, in our view, is you need to pack the company's patented carbonator that adds fizz to the beer. And judging by its similarity to items used in other favourite festival activities, it could possibly land you in a lot more trouble with suspicious guards than a couple of smuggled vodka bottles.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Heineken to stay "active player" in beer M&A - CFO
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Moët Hennessy unveils first Travel Retail outlet
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- Diageo puts Beckham centre stage in Haig Club ad
- Smirnoff Ice gets India launch