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Growing Excitement for one of Brazil’s First Microbreweries

20/06/2018

Ashby Cervejaria (Ashby Brewery) takes advantage of the pure, crystal clear water from the ‘Serra da Mantiqueira’ to craft its exceptional line-up of beer.

In the beautiful health resort city of Amparo on the ‘water-circuit’ in the Brazilian state of São Paulo, Ashby Cervejaria (Ashby Brewery) takes advantage of the pure, crystal clear water from the ‘Serra da Mantiqueira’ to craft its exceptional line-up of beer. Tasting the delights of roasted malt beers and inspired by North American and European breweries devoted to researching and brewing ‘gourmet’ varieties, Scott Ashby and Analise Marques founded Ashby Brewery in 1993 and started brewing beer using a ‘top-fermenting’ process to brew their pale ale, possibly the first brewery to do both commercially in Brazil.-

20-Anos-Ashby-10003 Microbreweries Scott Ashby and Anelise Marques at Cervejaria Ashby in 1993[/caption] The brewery has since become a leader in innovation in all of its activities. From revenue to production processes and ground-breaking distributor relations, Scott and Anelise have built their international business on the acute understanding of how to focus on the commercial side of their brewery while also following their passion to bring unique aromas and tastes to their growing consumer base. This balance has given them the luxury of being able to build a company based on enthusiastic employees and partners alike, all with their sights set on the international market.

expresso-do-chopp-cervejaria-ashby Microbreweries The Ashby double-decker bus is decked out with 4 custom coolers. One of their more exciting growth periods began in 2010 when they outfitted a UK style double-decker bus with four custom coolers and a stylized interior.  The idea to bring the Ashby culture to events around São Paulo and give their consumers the ultimate theme experience to go along with their popular beer was a tremendous hit.

Their flare for innovative marketing didn’t end there. In 2011, as an homage to the UK beer culture and as a novel way to bring the Double Decker theme full circle and make their brewery truly something special, they erected a tasting room designed after an English pub inside their factory to give visitors and brewers alike the chance to explore the beers in a fun and enjoyable atmosphere. The Ashby tasting room is designed after a traditional English pub.

pub-cervejaria-ashby-chope

The excitement keeps growing at Ashby.  Their explosion in popularity in Brazil has given the company the confidence to really push their borders.  As their brewery expanded through phases of contract brewing and draught (or Chopp as it’s known in Brazil) suppliers to full-scale bottling and international distribution, Scott and Anelise developed an award-winning formula.  In 2015, 

Ashby Their Pale Ale, Strong Ale and Weiss each received the Superior Taste Award Seal from the International Taste & Quality Institute (iTQi) in Brussels, Belgium. It seems that growing worldwide recognition and an abiding enthusiasm to share their secret recipes with the world won't let the stunning landscapes and natural beauty of Amparo keep Ashby a local Brazilian secret much longer. Today, the brewery is preparing to expand into the US market. Let’s take a look at the profile of their popular line-up which they will be exhibiting at USA Trade Tasting in March next year.

The Ashby Brewery Bottle Line-Up

 ASHBY PILSEN

bottle line-up The Ashby Pilsen was carefully developed to meet the Brazilian palate. For this, some techniques and secrets of ancient formulations of Germany and the Czech Republic were incorporated to their original recipe to give the modern Ashby Pilsen a unique and special flavor. The result is an unmistakable bitterness, a translucent golden color, and a perfect balance.

ASHBY PALE ALE

(iTQi Winner) Ashby Pale Ale was the first of its style to be produced and marketed in Brazil and is back in a commemorative edition, bearing the historical label from the foundation year of the Brewery Ashby - 1993. The special malt combined with selected hops results in a light beer, with light and distinct bitterness.

ASHBY WEISS 

(iTQi Winner) Ashby Weiss is inspired by the traditional breweries dating back almost 10,000 years of the Bavarian region of southern Germany. Wheat is used in brewing and this weiss is particularly opaque. The Ashby Weiss has a creamy and lasting foam. Perfect for a hot summer afternoon.

ASHBY STRONG ALE 

(iTQi Winner) Ashby Strong Ale gets its roots from England when its production was made exclusively by women who would sell it from their home. These places were called "Ale Houses" and soon became a meeting place. This strong ale is produced from malted barley containing yeast that works more efficiently at higher temperatures. The fermentation process is fast and provides fruity aromas when the process is halted when the esters are just right. A red beer with a strong and remarkable personality.

ASHBY PORTER 

Ashby respects the English tradition in making this extra dark beer. With its pleasant bitter taste and high carbon dioxide content, Porter can be simply labelled as a mixture of three other types of beers: Old Ale, Pale Ale, and Mild Ale. After the invention of the roasted malt, this type of beer lost popularity and only really re-emerged in 1980 under the name Porter: a tribute to workers in the port area of England who were big fans of the drink. With gentle strokes of chocolate Ashby's Porter has a balance which tends to the heavy flavors.

Event Producer: Beverage Trade Network

USA Trade Tasting is brought to you by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry. Beverage Trade Network (BTN) successfully connects wineries, breweries, distilleries and brand owners with international importers, distributors, brokers and beverage industry professionals on a daily basis. Strong partnerships with international and US organizations have helped BTN establish USA Trade Tasting as a premiere sales and marketing event committed to connecting the beverage industry.