Page 22 - Beverage Master December January 2020

Craft Beverage

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country or across an ocean, most of that malt origi- ery is willing to pay the premium for the malt,
nates at a farm within a day’s drive and never really they are an instant user and it behooves them to
has to move that much farther away, meaning less become an instant evangelist. The added price
fuel, lower emissions, less labor, and fewer aggre- of malt comes with few immediate end-product
gate resources than it would at a large scale malt advantages itself: A smaller carbon footprint and
house. better support of the local economy isn’t reflected
in the taste of the beer, in a better bottom line, or
Finally, the vast majority of the money paid to that any sort of cost-driven advantage. It’s a marketing
local maltster stays within the local economy in the point.
form of wages as well as payments to their suppli-
ers – local farms and local agriculture. It’s a way While working with a local maltster on a specif-
that a brewery’s dollars can make a significant and ic new roast or grain might lead to new recipes,
multi-industry impact on the local economy. without something truly distinct showing up in the
glass, telling the story of local malt is a difficult one
But Is It a Marketing Advantage? because drinking customers, in large, don’t really
know what malting is. It falls on the brewery to
The most challenging part of using malt from a educate the end consumer as to what a local malt-
local maltster, however, isn’t ingredient consisten- ster really is, and how using one positively impacts
cy, how to use the ingredients, or any potential the environment and the local economy. It also lies
supply chain issues. It simply comes down to this: on the brewery to show their customer the value of
the added cost that local malt brings to beer.
How Well Can You Tell the Story?
Craft Malt Certified
There is no barrier to entry for a brewery to use a
local maltster aside from price. As long as a brew- Enter the seal of approval: Craft Malt Certified.

20 December - January 2020 BEVERAGE MASTER

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