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Goose Island going global with pubs, brewhouses in 6 countries (and Philly)

Josh Noel
Josh NoelContact ReporterChicago Tribune

For years, Goose Island Beer Co. has traded on its identity as a Chicago brand.

The brewery is named for an actual island in the North Branch of the Chicago River, and three of its most prominent beers are meant to evoke its hometown: 312 Urban Wheat Ale (area code), Green Line Pale Ale (train line) and Four Star Pils (flag).

But as craft beer grows, so do the stakes. And since selling to Anheuser-Busch InBev in 2011, the brand and the beer have grown far beyond the nation's third-largest city. Now, in its boldest move yet, it's going global.

Say ni hao to Goose Island Shanghai.

And ola to Goose Island Sao Paulo.

And annyeong haseyo to Goose Island Seoul.

And hola to Goose Island Monterrey, Mexico.

Plain old hello will do for Goose Island in Toronto and London.

In a fevered battle among American craft-beer-makers, Goose Island is planting its international flag with marked speed, opening properties in six countries, with more possibly on the way. Word of the international movement has been slowly leaking out (including news of the Toronto location), but Goose Island is finally making its strategy clear. It is also rapidly increasing its export footprint, flooding more countries with Goose Island IPA by the year. Though the brewery is getting a head start with its international growth, plenty of competitors also have their maps out.

American craft beer exports are up 12-fold during the past six years, including 16.3 percent growth in 2015, according to the Colorado-based Brewers Association — the exports are a $116 million sliver of a $22 billion industry. (The Brewers Association does not count Goose Island in its figures, or as a craft brewer, due to its ownership.)

In recent months, Southern California's Stone Brewing has launched a brewery in Berlin. Founders Brewing, of Grand Rapids, Mich., sold a 30 percent stake to Spain's Mahou San Miguel. Brooklyn Brewery sold 24.5 percent of itself to Japan's Kirin brewery. Lagunitas Brewing sold 50 percent last year to Dutch-owned Heineken, a move that Lagunitas founder Tony Magee said, at the time, "is about the world — beginning in Mexico." Lagunitas has since begun construction on a massive new Southern California brewery, in part to supply the Mexican beer market.

But Goose Island has one significant leg up: its ownership.

Goose Island was the first of nine American craft breweries bought by Anheuser-Busch InBev and quickly became the company's national craft flagship, with distribution in all 50 states. Now it is poised to do something similar on an even bigger stage. In the run-up to opening abroad, it has taken its "Migration Week" — a variety of tasting events over several days in one city — to many of the countries where it is planting roots, including England, Belgium, the Netherlands, China, Mexico, Canada and South Korea.

"It's plain and simple — if we don't do it, somebody else is going to," Goose Island President Ken Stout said. "The biggest advantage for us, of course, is we are now part of the largest brewing concern on planet Earth. And we have access to these markets."

Since being acquired, Goose Island has also upped its exports, which included England, Canada and parts of Scandinavia, to add Mexico, Brazil, Belgium, the Netherlands, South Korea and China. Next year, France and Italy will be added to the list. Anheuser-Busch InBev's High End division — the umbrella for its American craft brands, plus Shock Top and Stella Artois — has developed a global sales force that is pushing Goose Island in those markets.

"The global team sees opportunity, and in this regard, we're very spoiled," Stout said. "We're like the oldest child in this whole craft acquisition thing, and we get access to things first."

But succeeding abroad requires more than just sending kegs and bottles across the ocean, Stout said; an intimate and hands-on experience is required, just like the comfortable and lively taproom Goose Island opened last year at its Fulton Street production brewery.

Part of the international push therefore includes hands-on experiences with three different concepts: Goose Island Brewhouses (brewpubs, where the beer is made on site), Vintage Ale Houses (no brewing on site, but a kitchen to accompany a focus on high-end Goose Island beers such as Sofie, Matilda and Bourbon County Brand Stout) and branded pubs (bars bearing the brewery logo and serving Goose Island beer). In addition to the properties in the works, a pub in Brussels is on hold pending the reaction to the London property. Goose is also opening a pub in Philadelphia.

"You've got to be alive and well out there — touching people and interacting," Stout said. "There's the authenticity side. We've got to do everything we can to be sure we're not this mysterious being."

Harry Schuhmacher, publisher of industry trade publication Beer Business Daily, speculated that Goose Island would be Anheuser-Busch InBev's strongest international American craft brand regardless of being the first acquired.

"It's a solid, well-made craft brand from the heart of America, and that branding power has legs overseas," Schuhmacher said.

Though leading with Goose Island and a series of branded properties "is a great strategy" for Anheuser-Busch InBev, he said, the American craft beer export market still has room for multiple players. The mystique of U.S. craft beer buoys it abroad, but so does the fact that many of the American craft brewers already exporting — Lagunitas, Founder's, Sierra Nevada and Goose Island, among them — make some of the best and most consistent beer in the world.

"American craft beer is the hottest thing overseas and will continue to be," he said.

Goose Island is uniquely positioned to succeed due to its ownership, Schuhmacher said. With its takeover of SABMiller earlier this year, Anheuser-Busch InBev accounts for nearly 30 percent of the world's beer sales, and boasts breweries and salespeople all over the world.

"It's in their strategy to scale everything as far and as wide as they can," Schuhmacher said. "They have the distribution overseas to pull this off."

Goose Island is already planning to brew some of its core beers at an Anheuser-Busch InBev-owned brewery in China, though Stout declined to say which one. Brewing in Europe and Brazil could follow, but no plans have been finalized.

Though still a fairly small niche, the international market has caught the attention of the industry's pre-eminent trade group, the Brewers Association. More than 100 American craft breweries export to 35 countries with the assistance of the Brewers Association's Export Development Program, said Bob Pease, the association's chief executive officer.

Breweries that sell significant stakes abroad — like Goose Island and Lagunitas — are primed to dominate, he said, Goose Island in particular.

"But I'm not so sure that those are American brands," he said. "Certainly Goose is a Chicago brand, but they're owned by a company that's not headquartered in the United States. The beers they make are great, and I'm sure Goose Island pubs around the world will do very well. But while there are plenty of people who will want to drink Goose Island products, plenty want to support small, local and independent brewers as well."

The Brewers Association's priority remains the U.S. market, but staying involved in the international market on behalf of American craft breweries is key, he said. Pease said he has speaking engagements lined up in England and China where, among other issues, he plans to address "the value of supporting small and independent businesses."

"We have nothing but respect for the quality of the beers coming out of Goose Island, but do I think that it's a good thing for one company to have that much control of the domestic and international market? No — I do not think that's a good thing," he said.

Goose Island is more concerned about exporting its brand while also maintaining it at home. The only way international growth succeeds, Stout said, is by holding onto its Chicago roots.

"We're still all about Chicago," he said. "We're just bringing our little piece of it to the world."

Goose Island's rollout plan

Goose Island is in the midst of opening three styles of pubs, mostly international, as it becomes a global brand.

Brewhouse (brewpubs where the beer is made on sight): Sao Paolo (open in December), Seoul (December), Shanghai (December), Toronto (early 2017), Philadelphia (summer 2017)

Vintage Ale House (no brewing on site, but a kitchen and focus on high-end Goose Island beers such as Sofie, Matilda and barrel-aged beers): London (December)

Branded pubs (a branded Goose Island bar serving Goose Island beer): Monterrey, Mexico (December) and Las Vegas (opened summer 2016)

jbnoel@chicagotribune.com

Twitter @joshbnoel

 

Copyright © 2017, Chicago Tribune


  • Accueil > 
  • Sciences 
  • > Mona Nemer nommée scientifique en chef du Canada 

Mona Nemer nommée scientifique en chef du Canada

Mona Nemer fera rapport à Justin Trudeau et à... (Photo Sean Kilpatrick, PC)

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Mona Nemer fera rapport à Justin Trudeau et à la ministre des Sciences, Kirsty Duncan, pour conseiller les décideurs du gouvernement, contribuer à la transparence des recherches scientifiques et éviter de museler les scientifiques fédéraux.

Photo Sean Kilpatrick, PC

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Le premier ministre Justin Trudeau a choisi Mona Nemer, directrice du Laboratoire de génétique moléculaire et régénération cardiaque de l'Université d'Ottawa, pour occuper le poste de scientifique en chef du Canada.

Lors de la dernière campagne électorale, M. Trudeau avait promis de créer un poste de directeur scientifique pour rendre accessibles les recherches produites au sein des ministères et faire en sorte que le gouvernement tienne compte de leurs conclusions dans sa prise de décision.

Mme Nemer quitte ses fonctions de vice-rectrice à la recherche à l'Université d'Ottawa après plus de dix ans en poste.

Elle sera responsable d'un budget de 2 millions de dollars et fera rapport à M. Trudeau et à la ministre des Sciences, Kirsty Duncan, pour conseiller les décideurs du gouvernement, contribuer à la transparence des recherches scientifiques et éviter de museler les scientifiques fédéraux.

Deux employés sont déjà présents dans le bureau pour aider à la transition, mais le bureau de Mme Duncan a indiqué que le nombre de membres du personnel serait ultimement décidé par Mme Nemer elle-même.

Le Canada comptait un conseiller scientifique national de 2004 à 2008, mais l'ancien gouvernement conservateur avait éliminé le poste.

Le recteur de l'Université d'Ottawa, Jacques Frémont, qui a travaillé avec Mme Nemer, a applaudi sa nomination.

«Au moment où on parle des faits alternatifs, au moment où on fait dire n'importe quoi à la science, elle va incarner la rigueur scientifique au sein de l'État et va amener autour des tables des dialogues qui sont importants et nécessaires au Canada autour de la science», a-t-il souligné.

«C'est tout à fait essentiel, sans ça l'information vient un peu de façon éparpillée», a expliqué le directeur général du Regroupement des universités de recherche du Canada, Gilles Patry.

«Là, il va y avoir une scientifique en chef qui va conseiller le premier ministre, conseiller le cabinet et conseiller la ministre des Sciences», a-t-il ajouté.

Cette annonce survient alors que des chercheurs pressent Ottawa d'investir davantage dans la recherche scientifique.

Selon le rapport d'un comité d'experts commandé par la ministre Duncan et rendu public en avril, une somme de 1,3 milliard supplémentaire sera nécessaire au cours des quatre prochaines années pour soutenir la recherche fondamentale.

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