PALM Breweries’ Estaminet Pilsner Comes to U.S. for the First Time in a Tampa, Florida Test
Latis Partners with JJ Taylor on the Heels of PALM Success in the Tampa Market
Ridgefield, CT (August, 2011) Estaminet Premium Pils, brewed with Saaz hops – the world’s most delicate and expensive hops, just launched in the Tampa market in its first U.S. test. PALM beer, PALM Breweries’ flagship amber beer, has enjoyed success in the Tampa market prompting local distributor JJ Taylor to champion the U.S. debut of Estaminet Pils.
Estaminet Pils was recently awarded the coveted Brewing Industry International Awards (BIIA) Gold Award Winner (Class 3) in Burton upon Trent, UK. BIIA is largely considered the Oscars of the beer world.
Anthony Giardina of Latis, PALM Breweries’ U.S. importer, says the company chose Tampa for its progressive outlook on beer and because JJ Taylor is one of the best specialty beer distributors in the country.
“Our response to a smooth session ale like PALM has been really positive, so it seemed natural to compliment it by bringing in a refreshing session pilsner like Estaminet,” says Joe Burns of JJ Taylor. “The Saaz hops give Estaminet a distinctive and flavorful bite that’s balanced with a fruity sweetness and malty bitterness.”
Estaminet owes its premium status to the quality of its ingredients: soft water, summer barley, distinctive yeast, Saaz hops. The pilsner is bottom fermented, matured six weeks and has a 5.2% ABV.
Estaminet’s name dates back to the 1500s when Belgium was occupied by Spain. The Spanish soldiers preferred to stay at the inns with more lively serving wenches. ‘Esta minetta’ means ‘there are girls’, a code name to call out the better inns in the area. Today, Estaminet describes cozy, charming pubs in Belgium.
Available SKUs in the Tampa area: 50L kegs, 20L kegs, 11.2 six packs. It will be available in most current PALM accounts in the market, as well as a number of independent and non-grocery chains like Total Wine and Whole Foods.
Latis, founded by two former InBev executives David van Wees and Anthony Giardina, is the exclusive U.S. importer of the PALM Breweries portfolio. Van Wees was knighted in Brussels, Belgium in 2008, an honor bestowed by the Belgian Brewing Guild to individuals that have demonstrated excellence in understanding and promoting the Belgian beer culture. Giardina will be knighted in this September 2011, bringing the total number of knighthoods in the Latis organization to three. Last year, director of retail brand development, Bob Stacey, was honored by the Belgian Brewing Guild.
Latis launched PALM beer in the New York in November 2007 and today it’s pouring 175,000 glasses a month in the New York Metro area alone. PALM is available in NY, PA, MA, ME, NH, RI, CT, NJ, MD, VA, Atlanta – GA, Tampa-Orlando – FL, South Florida, San Diego – CA, Orange County – CA and Detroit-Kalamazoo-Grand Rapids – MI. Dallas – TX, Northern OH and the San Francisco Bay Area are slated to get PALM by end of 2011.
About Latis Imports:
A collective 25 years of experience in the U.S. and global markets leading brands like Rolling Rock, Labatt Blue, Beck’s, Bass, Stella Artois and Hoegaarden drove David van Wees and Anthony Giardina to create a company that mirrored their passion for developing premium beer brands. And so the idea for Latis was born and given life in Connecticut’s diners and well-equipped, free wireless public libraries. At the heart of Latis is a mission to build a portfolio of authentic, craft beers from independent brewers with rich history, traditions and pride. Latis imports PALM Ale, Belgium’s best selling amber from the country’s largest independent brewer. The company is headquartered in Ridgefield, CT. For more information www.latisimports.com or www.PALMbreweries.com.
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