Competition to benefit all
A fortnight ago, I joined a panel of 19 brewers and industry experts in Wellington to judge the 2017 New World Beer & Cider Awards. Over two days we gathered at Westpac Stadium to work our way through 519 entries in 12 beer and cider categories.
This year’s competition attracted entries from 81 breweries and cider makers, large and small, from around New Zealand and overseas. As in previous years, the only criteria was that entries must be packaged, in cans or bottles, and that producers must be able to deliver the required volume to supply New World stores nationwide.
While the results won’t be known for a few weeks, it’s been revealed that this year 41 per cent of entries were judged to be of medal standard, with 119 bronze, 66 silver, and 27 gold medals awarded. The gold medal winners – including the 12 best-in-class trophy winners - will be available for purchase in New World stores across the country.
Having been involved for the past two years, and witnessed the interest it garners in-store, I’ve come to the conclusion that the New World competition is now one of the most significant of its type in New Zealand.
Unlike with most other competitions, which conclude when the medals are awarded, a direct result of the New World awards is that consumers can find the winning beers and ciders at their local supermarket. Furthermore, the consumer can also be assured of the quality of those products even if they are not familiar with the brand or style.
As the competition’s chair of judges, Michael Donaldson, noted, ‘‘It’s a testament to the credibility of the New World Beer & Cider Awards that it has been able to attract some of the most respected names in the brewing industry, along with some exciting new talent. When their combined expertise tells you a brew is worthy of a gold medal, you can be assured its well-made and highly drinkable.’’
The competition is also great news for the country’s smaller producers, which often struggle to get products into the large supermarkets and liquor stores. As Steve Anderson, managing director of New World’s parent company Foodstuffs New Zealand, points out; ‘‘For a smaller brewery, the chance to be stocked at New World stores is an incredible opportunity to grow their business and reach beer and cider drinkers across the country. What we saw in previous awards was niche and micro-breweries go to countrywide audiences overnight.’’
Another less-heralded, but to my mind equally important, benefit of the competition is its educational role. The New World competition staff from stores around the country are directly involved in all stages of the event. In addition to all stewarding for the competition being performed by New World staff, liquor managers from New World stores are invited to join experienced judges at each judging table.
By sampling entries and then participating in the discussion about appearance, aroma, flavour, balance, stylistic accuracy, and identifying any faults alongside experienced judges, those involved in the retail of beers and ciders gain invaluable experience, which they can take back to their stores. This should be of enormous benefit to the stores – and their customers - when it comes to future purchasing decisions.
In his summary of the judging, Michael Donaldson gave some clues as to some of the results; ‘‘The beers and ciders which topped the judging include a number of long-time high achievers, multi-award winners and fan favourites. This gives us confidence our judges are doing an excellent job in putting the best products on the podium.’’
Supplies of the competition’s 27 gold medal and trophy winners have now been ordered, and a catalogue of results with tasting notes is being prepared. It will be available in-store and distributed with New World’s regular weekly mailer in a few weeks, by which time the winning beers and ciders will have hit the shelves.
Definitely something to look forward to.
Cheers!