NZ-made Phantasm revolutionises beer

An exclusive look at a Kiwi product set to change the beer world. How to become a Cicerone. McLeod's win stupid billboard ruling. Cassels over the moon at big win. Remembering Michael Jackson...

Happy Spring time beer fans,

Before we hook into another information-rich edition of Friday Night Beers, brought to you by Pursuit of Hoppiness, I am re-sharing a link to register for the Brewers Guild-Beer Hug Box of Champions I wrote about last week.

In the original story I shared, I discovered the link to the registration wasn’t working. I quickly fixed that but if you were in early before I updated the link you might have missed it. And remember, this is a registration to be in with a chance to buy, as boxes are limited!

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It feels to me that New Zealanders rightly pride themselves on inventiveness and creativity — you know, every thing from Ernest Rutherford splitting the atom, William Hamilton inventing the jet engine, Morton Coutts inventing continuous fermentation, electric fences, eggbeaters and all the way through to AJ Hackett and his rubber band tied to a bridge.

To that list you can add Phantasm. Ok, so Phantasm is not yet as world famous as a jet engine or a bungy jump but amongst American brewers it’s fast becoming a must-have product.

What is Phantasm? It’s the brainchild of Garage Project co-founder Jos Ruffell and it uses the waste from making Marlborough Sauvignon Blanc to create a beer-flavourer of enormous power.

Which brings us to …

Beer of the week No 1

It’s not often I’m lost for words, but with Garage Project’s Phantasm Pilsner, it took me a long time to work out how to express what I was tasting. And all I can think of is to describe it as “concentrated” flavour. Like if you’re making cordial and you use too much syrup for the amount of water. But it’s also like what truffle is to mushroom: kind of the same but just more intense. It takes familiar Nelson Sauvin hop flavours and makes them more dense and focused, possibly more pungent and riper. For some people that level of flavour crush in a pilsner might be too overpowering, it drinks like a New Zealand IPA, but I loved the intensity that came through.

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McLeod’s billboard ruling

Some people are just weird. Like the person who complained about this McLeod’s billboard at Whangārei Airport. Justifiably the Advertising Standards Authority the found no fault with the brewery but the complaint did result in a collection of children’s toys being moved. What a victory!

The complainant said: “On Monday I was at the Whangārei Airport and saw this alcohol billboard. I feel the billboard must be close to beaching the sale and supply of Alcohol Act 2012 - clause #237 - Irresponsible promotion of Alcohol and the alcohol advertising and promotion code:

• Beach theme does not seem to be only targeted to adult audiences, it would look more appealing to minors (Rule 3 (a) Targeting adults, ASA);

• Billboard seems to state that McLeods beer is "Home of Paradise" (Rule 3(b) Content, ASA) and;

• The placement of the billboard at the airport has children toys placed underneath (Rule 1(a) Targeting Adults - Timing and Placement ASA).

“The best outcome would be to see the billboard removed,” the complainant wrote.

Honestly. Of course, the billboard was not removed but as a concession the airport moved the children’s toys. Can you imagine the age of children who might play with toys while passing through Whangārei Airport? I’m guessing the bulk of them can’t read and that they’d also be too interested in toys to notice a billboard. And even if they could read and did notice the billboard, they are not about to jump in the car and drive to Waipū to buy beer.

Not surprising the ASA determined the billboard was unlikely to have appeal to children and did not breach any standards. But what a gross waste of everyone’s time.