We are EXTREMELY HONORED to bring you the second installment in our BREWERY OF THE MONTH series!
For the month of January 2015 and by very special arrangement, we are featuring UNIBROUE Brewery from Chambly (Québec) Canada, and four of its world class beers: LA RÉSOLUTION, NOIRE DE CHAMBLY, BLONDE DE CHAMBLY, and 2014 VINTAGE – 17 GRANDE RÉSERVE.
HOW THIS ALL DEVELOPED- BELGIAN BEER JOURNAL RECEIVES A VERY SPECIAL EMAIL…
Name: Martine Geoffrion
Question or Comment: Hello, would like to send you a press release from Unibroue. Please let me know your preferred email address. Cheers!
Time: November 6, 2014 at 10:44 AM
Contact Form URL: https://belgianbeerjournal.wordpress.com/contact/
Well, needless to say, our curiosity was piqued, and we responded to Martine- quite quickly, we might add! The next email we received right away was a press release promoting the re-release of a seasonal beer: ÉPHÉMÈRE CRANBERRY.
The response email Ms. Geoffrion sent also stated, “Let me know if you need more info, an interview with our Brew master or product samples to review.” We were blown away about the prospect of this, since Unibroue referred her to us! We never had the opportunity to try Éphémère Cranberry when it was first released on the market 10 years ago. Reading the product description’s flavor profile, we were very excited about the prospect of being the FIRST American beer reviewing website to write a BrewView on it!
Through our research, we discovered that DDMG Communications is widely recognized as the go-to public relations firm for companies looking to achieve maximum visibility for their products and services in the province of Québec, and Unibroue is one of their clients!
We expressed our excitement for the opportunity to interview one of the world’s great Master Brewers, and advised Ms. Geoffrion as such. Over the course of the next few weeks of emails and phone conversations, we received our samples of ÉPHÉMÈRE CRANBERRY, plus a 12-ounce bottle of an ULTRA-RARE, (PRE-USA MARKET) BEER FROM UNIBROUE as well. Behind the scenes, Martine was working on arranging that very first interview with Master Brewer, Jerry Vietz. Recognizing an opportunity when it was presented to us, we asked Martine if Unibroue was interested in being featured as the BREWERY OF THE MONTH in the near future. Within a week, we received our answer, and it was a resounding “YES!”
On December 5, 2014, we did our first few interviews with Jerry. The first one was all about Jerry telling his story. The second was promoting the re-release of ÉPHÉMÈRE CRANBERRY. (Both audiovisual videos can be viewed here.)
Since those initial interviews, Jerry has generously agreed to grant us the same type of interviews for ALL FOUR BEERS we are BrewViewing for their BREWERY OF THE MONTH feature for January 2015:
From the very beginning, Unibroue has carved out a special niche in the beer world with top quality products and a brand rooted deep in Quebec culture. It made history by becoming the first North American beer maker to use a brewing method inspired by the two-centuries-old tradition developed by Trappist monks in Europe—particularly in Belgium. Over the years, Unibroue has remained faithful to its origins even as it has grown to become an icon of the brewing world. Unibroue products take you on a journey filled with legends and fabulous tales. (Source: Unibroue)
Unibroue was founded by business partners André Dion and Serge Racine who had acquired 75% of La Brasserie Massawippi Inc. of Lennoxville in 1990. The two purchased the remainder of the shares at the end of 1991 when they transferred their interest in La Brasserie Massawippi Inc. to Unibroue.
By 1992, La Brasserie Massawippi Inc. became a wholly owned subsidiary of Unibroue. Afterward, it changed its corporate name to Brasserie Broubec Inc. and in July 1993 merged with Unibroue. It was bought by Canadian brewer, Sleeman Breweries Ltd., in 2004. Sleeman, in turn, was purchased in 2006 by Sapporo. Unibroue’s beers are distributed globally. (Source: Wikipedia)
Unibroue is among the most highly awarded breweries in North America. Its beers have earned over 240 international medals to date.
WHERE TO ENJOY THE UNIBROUE BEERS
Since Unibroue beers are distributed on a global scale, their availability is vast and diverse. One thing that should be noted for the most part, (especially in Canada and in the United States) Unibroue beers are an EXCELLENT value for the very moderate price they can be purchased for. Most good retail beer stores, pubs, and restaurants carry a wide variety of the Unibroue beers thanks to its excellent marketing and sales efforts.
UNIBROUE’S TASTING ROOM AT THE BREWERY
If you ever visit Chambly (Québec) Canada, you’ll most definitely want to visit the brewery’s adjacent tasting room. It is elegantly furnished with comfortable chairs, couches, and beautiful wood furnishings. The walls are decorated with the beautiful poster-size artwork that you see on the Unibroue beer labels. The setting is convivial; perfect for sampling a fresh Unibroue beer on draught.
LE FOURQUET FOURCHETTE
In 1997, Unibroue consolidated its reputation as a brewer of distinction by opening Le Fourquet-Fourchette, an innovative concept-based restaurant-museum on the shores of the Richelieu River that celebrates the fine art of drinking. Fourquet Fourchette is a unique concept. The “fourquet” (known as mashing rake in English) is an instrument traditionally used by brewers to process water and malted grains in the mash tun in order to convert the starch into fermentable sugars to produce a fluid mass called wort. The “fourchette” is a fork. Combine the two and you have their logo, symbolizing the ideal marriage between gastronomy and a love of beer.
ABOUT UNIBROUE’S MASTER BREWER – JERRY VIETZ
We have dedicated a whole page as part of the JANUARY 2015 BREWERY OF THE MONTH FEATURE to the man behind the world class Unibroue beers.
We have an in-depth audiovisual video interview with Jerry, and never before seen photos of his personal life. Click here to read more…