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Photo by Deb Gau On Tuesday, Josh Hansen and Gabe Raini worked on the bottling, labeling and packaging of RingNeck beer for liquor stores in Sweden. The brewery recently won a bid from the Swedish government-owned liquor store system and will export a shipment.
MARSHALL – Bottles of RingNeck Braun Ale coming off the Brau Brothers brewery production line on Tuesday afternoon looked the same as usual. However, a closer look revealed that some of the writing on the labels was not in English, but in Swedish.
The beer was part of a shipment to Sweden. Brau Brothers recently won a bid to export its dark beer to liquor stores in Sweden. Brau Brothers owner Dustin Brau said the process was a learning experience, but an exciting one.
“It is a large market and we are in competition with very large breweries”, said Brau. “We have never won any of these offers until now. “
Brau explained that Brau Brothers won a tender, which looks like a request for tenders, from the Swedish government-owned liquor store system.
“Sweden reaches out to breweries”, he said. A tender will ask for a specific style or type of beer and will also take into account factors such as the cost, quality and taste of the bidders’ products. As part of the bidding process, Brau Brothers was invited to send samples of RingNeck Braun Ale for taste testing.
“At least we knew they were taking our offer seriously”, said Brau. “It was nice to have the word that they accepted it.”
Brau Brothers had made bids for previous tenders with their kettles and Old 56 beer, but did not win, Brau said.
“We are always confident in the quality of our beer”, he said. But competition for tenders can be tough.
“I was pretty excited” Head brewer Mike Roe said Brau Brothers won the offer.
This week, brewery workers are bottling enough RingNeck beer to fill a shipping container bound for Sweden. Roe said they will be bottling more than 1,200 cases of beer. Brewing for the expedition began in August, he said.
Although the recipe for beer going abroad is the same as usual, Brau said there is a lot to learn about exporting the finished product. In addition to learning the legal tricks and deadlines for tendering, beer bottle labels had to be redesigned in Swedish, and Brau Brothers had to come up with a different style of shipping pallets. Pallets used in Europe are shorter than those used in the United States, he said.
The process has been a bit nerve-racking, said Brau. But at the same time, it’s good to see the brewery busy again after last year’s downturns due to the COVID-19 pandemic.
“We are just starting to get back into the flow” he said, with regular production in addition to the RingNeck tender.
Depending on how things go with the RingNeck tender, Brau Brothers could keep trying to sell their beer overseas. Brau said it might be interesting to get reviews of international beers.
“It’ll be fun,” he said.
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