And, this is so weird, after the war, they had a Pilsner at 3% ABV and a stronger “Export Beer” at 5.3% ABV.
In 1970, they struck a deal with Truman, then still independent, to sell. And then later brew under licence, their draught Lager in the UK.
Another agreement signed for sale of foreign lager
In line with a marked increase in sales of lager beers and its healthy prospective growth rate, yet another trading agreement has been signed with a foreign brewer for the sale of its beer in this country. Trumans have made a long-term agreement with Tuborg of Denmark to sell Tuborg lager on draught in their houses from the beginning of this month.
Truman's will be producing the lager in their re-built London brewery with purpose-built plant which is being installed in consultation with Tuborg and produced to their specification and under their surveillance. An English brewer will be in charge of production.
As an interim measure, until the new plant is functioning, Tuborg will supply beer to the brewery by bulk tankers direct from Copenhagen.
From May 1, it will be available initially in 350 Truman’s houses and progressively in the majority of their 1,200 pubs and for their free trade.
At the moment, Truman’s sell Skol and Harp lagers in their houses, plus a certain amount of Holsten on draught, and carry a selection of Continental bottled lagers. The company have said the new move will not immediately jeopardise existing ties but agreements with Harp and Skol expire in 1973.
Brewers' Guardian, Volume 99, April 1970, page 23.
Takeovers of the two breweries involved by larger local rivals would render this dear irrelevant very quickly.
There used a local myth that one of the breweries in the staffordshire town that had the river in the town title and not stoke only brewed one lager and would water it down and add colour and flavour to match accordingly.
ReplyDeleteTu-Tu-Tu-Tuborg...
ReplyDeleteI know that it has taken some criticism but I was quite partial to an occasional Tuborg as a student in the late 70s / 80s. I even tried brewing up my own Tuborg clone here, in Mexico, a couple of years back. But I was not able to get the correct yeast and it was as a result, nothing very special.
ReplyDeleteTuborg was already quite big in Turkey in the mid 70s when I was there, having built a brewery and maltings at Izmir. There were only two beers on draught at that time, Efes Pilsen (also in Izmir) and Tuborg.
ReplyDeleteTo my taste Tuborg was way more flavourful than the Harp etc. in the UK. Talking of Efes, I bought a pack of their pilsner before Xmas here in Australia. Glorious beer, all malt and lovely hops.