Tuesday, January 15, 2013

GERONIMO Strawberry Blonde






Van Dieman Brewing is excited to launch a new beer this weekend, Geronimo Strawberry Blonde, available at 2 events only this summer. 

The beer, a Belgian wheat style flavoured with over 200kg of fresh strawberries, will be served on tap at the Tamar Valley Beer Festival (18th ,19th  Jan) and Festivale (8th,9th,10th Feb). 


The concept for the beer was in the increasing demand for the freshly picked field strawberries from Meander Valley Berries, who regularly sell over a 1000kg of strawberries within 2 hours at the local Harvest market in Launceston. Seeing the demand for the superb fruit, brewer Will Tatchell approached Meander Valley Berries about the concept for a strawberry beer for limited release this summer.  Simon Dornauf, from Meander Valley Berries, jumped at the idea and fruit was made available for the development of the beer. 





As craft brewers, we really try and test the boundaries of what we perceive beer to be, using different ingredients and varying production methods. We’d love drinkers to join in, and test their palates on some beer styles and flavours that they may have not tried before, and this beer hopefully provides that opportunity to do so. The beer itself was based upon a Belgian Wheat beer style, not only to match the warmer drinking weather at this time of year, but also too showcase as much of the strawberry flavor as possible that darker/heavier styles of beer may have subdued. The beer when through primary fermentation and then 120kg of freshly picked strawberries were added to a secondary vessel along with the beer and allowed to develop for 14 days. The aroma of the strawberries really started to show through after 7 days in the vessel, and after 14 days the beer was again transferred to another vessel along with a further 80kgs of strawberries.  This second addition increased the flavor component of the beer and enhanced the aroma element to provide a superb balance in the final beer of strawberries and the wheat beer.


Geronimo serves as a beautiful shade of rose pink with an authentic opaqueness and exhibits that classically warm summer aroma of field fresh strawberries. The taste promotes the prominent strawberry characteristics, without the cloying sweetness often exhibited in strawberry ciders, whilst still allowing the yeast and light malt component of the wheat beer to show through. It develops a dry texture across the palate, perfect for thirst quenching in warmer weather, and at 4.3% Alv/Vol is lends itself to having a session on it at one of the two festivals it will be on tap. Served with a slice of fresh strawberry to further ingrain the fresh characteristics of the beer, you’ll have to get along to either of the two events in the next 4 weeks to try it as there are no plans to bottle it for release. 





Tuesday, December 4, 2012

Christmas Orders 2012 - Now Taking

This Christmas give those beer lovers in your family the best gift of all, a gift pack from Van Dieman Brewing. And we've got 3 of them for you to choose from..........download the order form at the bottom of this page.


1: THE SURVIVAL KIT includes 
- 1 x mixed 4 pack
- the Beer Lovers Guide to Australia book 
 - as well as the limited edition Van Dieman bumper sticker 

$25 (rrp $45)












2: LAST MINUTE includes 
- 1 x mixed 4 pack
- Van Dieman Brewing T-Shirt
- a limited edition Van Dieman bumper sticker 

$30 (rrp $50)











3: CYCLING SANTA includes 
- 1 x mixed 4 pack
- a limited edition Van Dieman Brewing Cycling Jersey
- a Van Dieman bumper sticker 

$85 (rrp $125)







You can also order all your favourite local craft beer for the festive season by the bottle, 4 pack or carton. 
There's even a couple of little goodies tacked onto the end just for good measure. 

There are 3 simple steps for you to complete so you somewhat organised this Christmas.
  1. Download and print the order form at the bottom of this page
  2. Complete your Contact Details, Items for order and VERY IMPORTANTLY your nominated date of collection.
  3. Post, Email or Fax your form to us REMEMBERING YOUR COLLECTION DATE. You can also drop in your order form at Harvest Launceston on Saturday 8th or 15th December.
LAST ORDERS FRIDAY 21st DECEMBER





Download and print this order form.



Post: Van Dieman Brewing, 537 White Hills Rd, White Hills, 7258
Email: sales@vandiemanbrewing.com.au
Fax: (03) 6391 9038

Monday, September 10, 2012

Big boys and their marketing toys


The new Carlton Draught tv ad is ridiculous.

If you’re a petty criminal lugging round a decent haul of cash in an American metropolis and drinking CD do you get away with it? Obviously shot in the states replicating some of the movie car chase scenes, I wouldn’t be surprised if XXXX follow up with something like this, extreme stormwater kayaking?



The Pub? I'd challenge you to find a CD branded bar like that anywhere in the continental USA. Bring it a little closer to home at least fellas.

Whats more, is the average CD drinker that dumb or amused by such an ad? Clearly the marketing boffins think so, which if I were a CD drinker (I am not), I'd take offence at.

Could you argue that the ad glorifies drink driving?
Yes I know they aren’t actually driving cars, nor do they ever take a sip, but the implication is apparent and even brewers don't drive around the place with a full glass in hand (unless it's a really hot day and you're on the forklift).

We've got some ads coming out shortly and they're so close to home that brewery employees not only star in the ads (well their hands and lips anyway) but also hold camera, get to yell “action” and sit in the directors chair. Stay tuned.

If you find the Carlton Draught ad humorous or effective, good for you. But for me it's simply the same old formula of:
                   

    Marketing Bullshit
Shit beer =       --------------------------         X      lowest common denominator
                       Huge budget +(no sense)2

Tuesday, August 7, 2012

Olympic rant




Since when has a silver or bronze medal at the Olympics been decreed a disaster or failure? The answer – since about July 27th 2012.

Australia’s’ incessant fixation with gold at Olympic games has seen us become a sporting nation amongst super powers. Every four years we stand with pride as an elite selection of our 22 million-population sweat, slog and toil there way towards the ultimate goal. It’s this high ideal that unfortunately has come unstuck in London so far.

But not from the public’s perspective – only that of the media throng.

Take this for example from an article today on theage.com.au “The Australian media are once again frothing at the mouth - on behalf of the public - and demanding answers about why our athletes haven't won more gold medals.”

I think you’ll find that most Australians, whilst having a preference for gold, thoroughly appreciate the amount of sacrifice, commitment and work involved to even reach the Olympic games, and hence respect and applaud any performance on the ‘battle ground’.

Silver medal winning long jumper Mitchell Watt summed it up beautifully ''I think people need to start understanding that it's not easy to win an Olympic gold medal and there's absolutely nothing wrong with a silver medal.….the team's happy, I'm happy, the head coach is happy. I've got thousands of messages back home that they are happy. The only people that aren't happy are you guys. So you need to wake up.''

The medias’ dramatisation of any result other than the gold expected is atrocious. Sure they’re allowed to ask the questions they want to, seek the answers they require, that the medias’ job. But to then report it as a failure is ridiculous.

This morning saw the unfortunate capitulation of Michael Diamond in the men’s trap final. An impeccable qualifying round record of 125 out of 125 saw him begin the final as a gold medal favourite. Unfortunately consecutive misses saw him bow out devastatingly without a medal. To Diamonds credit, HE took responsibility for the fall, HE admitted his mistakes and with it showed why he’s regarded as a consummate professional in his sport and held with such high esteem amongst Australians.

Again the age reported, “The cruel moral is inescapable. With five shots remaining in this final, Diamond had a third Olympic gold medal in his hands, and, like the targets he has been setting his sights on for a lifetime, it disappeared in a puff of orange dust.”

You don’t think he knows this?

Elite performance doesn’t have to be measured in medals. Lift your game Oz media.

Thursday, June 28, 2012

Winds of Change

Over the course of the next few months you might notice a difference in the way that Van Dieman beers are packaged. We've just about exhausted stocks of our current cartons, 6packs and labels that we've been using for the past 18 - 24 months and wanted to bring all of them up to speed with one another.



We've taken the decision to go into four packs because we believe it offers a better choice for you the consumer, as well as reducing the overall cost of the beers. As the beer drinker becomes ever more discerning, we believe that a 4 pack better suits the evolving nature of the Australian beers scene.

New labels will also begin to be filtered out into the trade. They'll hopefully be easier to spot at your drinking spot of choice as well as looking damn fine.

As we go forward into this stage, there will be the inevitable crossover period which we will try to minimise time wise, so that any inconvenience is minimised. We'd love your feedback on any of the new packaging or the beers at any stage either by Email, Twitter  or Facebook . Cheers

Tuesday, June 19, 2012

Meet the Brewer - 23rd June, The Aproneers, Hobart.



Come down the The Aproneers in Lindisfarne, 145 East Derwent Hwy, between 12pm and 2pm this Saturday for a meet the brewer session, taste some of our beers and get a entirely street legal and 100% refillable 2 litre growler with some delicious Jacobs Ladder Amber Ale off tap. 

Tuesday, May 8, 2012

Pint of Origin - Tasmania




Next week marks Good Beer Week in the calendar and as part of the festivities, The Courthouse Hotel in North Melbourne will be pouring Tassie brewed beers all week.

Van Dieman will have some TPA - Tasmanian Pale Ale, a wet hop harvest ale, and our Hedgerow Autumn Ale, a barrel aged sour beer on tap, with a "Meet the Brewer" session with yours truly on Tuesday 15th May from around 6pm for a casual tasting session.

Make sure you pop in for a pint or two at some stage during the week showcasing the best of Tassies' growing craft beers. Also on tap will be MooBrew, IronHouse, Seven Sheds, Two Metre Tall and newcomers Morrisons' brewery.

More Info: The Crafty Pint or Good Beer Week


The Courthouse Hotel, 86-90 Errol St, North Melbourne, Ph: 9329 5394