Beers of the World

The Nova Scotia Liquor Corporation today introduced Beers of the World, a new marketing concept that allows customers to try many different beers from around the world.

Beers of the World offers premium beers from key beer markets, including the United Kingdom and Europe. They include Stella Artois, Belgium's best-known international lager beer; McAuslan's St. Ambroise Oatmeal Stout, Quebec's award-winning micro beer; and Nova Scotia's own award-winning breweries, Garrison and Propeller.

"These micro unpasteurized beers certainly add flavour and complexity to our selection," said Hector Saulnier, manager, marketing and promotions, Nova Scotia Liquor Corporation.

Research conducted in partnership with the beer industry showed that consumers like to shop for premium beer first by country then by style, for example, ales or lagers. This is similar to wine consumers buying by country, then by region or grape variety.

The marketing concept is in the first year of a two-year plan to equip liquor stores with Beers of the World displays. To date, 45 stores carry the displays, and, in 2003, another 40 will offer the units.

Liquor sales in Nova Scotia generate over $390 million a year, half of which comes from the sale of beer. Beer sales represent about 605 thousand hectoliters of beer. The overall beer category grew by about 2.5 per cent in 2001-02.

"Although the premium beer segment is small in Nova Scotia, we are excited about its rate of growth," said Mr. Saulnier.

Premium beer sales represent 26 thousand hectoliters. In 2001-02, the premium beer portion of the market increased by 15 per cent.