Endeavour are making some nicely flavoured and very drinkable beers that are deservedly finding a solid market and, as the release below shows, they also did a great job to pick up some international bling. But as I read this release a few questions sprang to mind:

• What does “hand crafted” mean in brewing and, assuming it means anything in brewing, how big and automated can you be before “hand crafted” is pretty meaningless?
• What exactly does “hand crafting the beers to reflect the true flavours of the hops and barley” mean? Doesn’t every craft brewer reflect the true flavours of their ingredients.

Maybe it’s just me and no-one else actually takes this marketing stuff on board, letting it go through to the keeper instead–but if that’s the case though, why put it in?

Congratulations to them all the same. Marketing aside, the award speaks for itself.

MEDIA RELEASE

Thursday July 28, 2011

For immediate release

Endeavour True Vintage Beer has picked up one of only two gold medals awarded to Australian Beers at one of the World’s most prestigious Beer Competitions – the 2011 International Beer Challenge.

A total of 26 gold medals were awarded to a diverse range of beers from the world’s largest brewers to small pioneering microbrewers from over 30 countries. Endeavour True Vintage Beer scooped one of the 26 gold medals for its 2010 ENDEAVOUR True Vintage Beer Reserve Pale Ale – the first vintage ever produced. In addition, the 2010 Reserve Amber Ale, picked up a bronze medal.

The best beers were re-tasted by a smaller group of judges, led by Chairman Jeff Evans, and the trophy winners and overall winner will be revealed at an awards ceremony inLondonon September 12.

Chairman of the British Guild of Beer Writers, Tim Hampson, was quoted in theUK’s Off License News praising the diversity of beers he judged on the day;

“Overall, I thought the standard of entries was very high, reflecting the huge variety of beers which consumers can choose between.” Hampson said.

“The market is now much more diverse and exciting. The spectrum of beer styles, tastes, flavours, colours and strengths make it a highly attractive and dynamic sector. “For a beer to stand out in a series of blind tastings it has to be very, very good.”

The award comes just as Head Brewer, Andy Stewart, is putting the finishing touches to the 2011 vintage;

“We were thrilled with receiving a gold medal at such an internationally renowned Beer Show and it really cements our belief that by carefully selecting ingredients that excelled in the current years vintage conditions and hand crafting the beers to reflect the true flavours of the hops and barley, that we could develop a complex, expressive beer that people will love”, Andy says.

Endeavour 2010 Reserve Amber Ale 330ml has an ABV of 5.2% and a RRP of $17.99/four pack

Endeavour 2010 Reserve Pale Ale 330ml has an ABV of 4.5% and a RRP of $17.99/four pack

Both brews are widely available and a full list of stockists can be found online at www.ENDEAVOURbeer.com.

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