Qalisa! Ukuthengisa ubhiya baseJalimane kubantu baseMelika

Uphi i-All the Good Beer German?

Noma yiluphi uhlu lwamanye amazwe aphezulu wezinyosi kufanele afake iJalimane. Esikhathini esidabukisayo nasezikhathini zanamuhla, ubhiya omuhle uhlale uxhumeke eJalimane namaJalimane, futhi amagama amaningi ahlobene nobhiya nokuphuza asetshenziswa emazweni angamaJalimane. IJalimane nobhiya zihlukaniswa ezingqondweni nasezinkolweni zabathandi bebhiya emhlabeni jikelele.

Naphezu kwakho konke lokhu, ubhiya obuthunyelwe kusuka eJalimane kuya e-US, enye yezimakethe ezinkulu zebhizinisi namuhla, incane kakhulu.

Ukuhlola okusheshayo emashalofini abathengisi abaningi bebhizinisi kuzoveza okuningi okuthengisiwe - iMexico, eCanada, Dutch, Belgium, eBrithani - kodwa yizimbalwa ezimbalwa zaseJalimane. Futhi, njalo, abameleli baseJalimane balawulwa yizinyosi ze-Pilsner kanye nezitshalo zezinkinobho kuphela kanye nabakwa-brewers abakhulu kakhulu baseJalimane.

Lokhu kuyinto uHorst Dornbusch achitha isikhathi esiningi ecabanga ngakho. U-Dornbusch ungumcebisi eJalimane nakwamanye ama-brewers aseBurophu nabakhiqizi bezinto eziluhlaza. Uyenza ibhizinisi lakhe ukuzama ukuqonda ukuthi kungani lezi zingqubuzana zikhona futhi zithola izindlela zokuzilungisa. Uthi: "Ngizama ukufaka umdlalo ngendlela efanele," usho kanje. "Ngisemaceleni amaqembu amabili. Ngisehlangothini lomkhiqizi ngoba bakhupha umsila wabo ukuze benze i-brew ehle. Futhi ngisehlangothini lomthengi. "

Izitayela Ezinhle ZaseBermany Beer

Kungakhathaliseki ukuthi bayayibona noma cha, ukungabi khona kwebhiya e- German emakethe yase-US kuyisimo esithandwayo kubathandi bebhiya lapho.

Ubhiya nokuphuza akugxilile kuphela eJalimane, kodwa ubhiya waseJalimane kungenye yezinto ezinhle kakhulu emhlabeni.

Abaphuzi abaningi base-US, ngenkathi bejwayele ama-clichés ahlotshaniswa nesiko saseBermany, bahlanganisa ubhiya waseJalimane ne-oftentimes skunky i-Pilsners ezenza izibuko zabo zaseMelika.

Abaqapheli inani elikhulu lezinhlobo zobhiya zaseJalimane ezikhona kanye nezinhlobonhlobo zebhiya ezikhona kulazo zitayela. Ngesikhathi esifanayo, abathandi basebhange base-US bajwayelene kahle nezinhlobo zezinhlobo zobhiya baseBrithani futhi bayaqhubeka bejabule ngamabhiya aseBelgium .

Lokhu kungaphezu kokunciphisa abakwa-German brewers. Naphezu kwedumela labo jikelele emhlabeni njengenye yezinhlangano ezinkulu zokukhiqiza ubhiya, ukuthengiswa kwehla futhi ukuphuza izidakamizwa zaseJalimane kuvaliwe. Ngokusho kukaDornbusch, iziphuzo zaseJalimane zivame ukuphenduka iwayini, utshwala neziphuzo ezixutshwe . Eminyakeni engamashumi amathathu edlule ibone ukwehla okukhulu kwenani lama-breweries aseJalimane.

Amakethe Amakhamera ase-US aseJalimane

Ukungafani phakathi kwezimakethe zaseBermany kanye nemakethe yaseBrithani ye-beer kunamasiko amaningi njengoba amasiko.

I- revolution yebhiya yokuguquguquka eqhubekayo yokuguqula isiko lokubilisa lase-US njengenye yezinto ezithakazelisayo emhlabeni wonke namanje iqhutshwa amaphayona awamisa ngawo-1970 nama-80. Igcina ubungqabavu bobusha obuboniswa kuzo zonke izici zobhiya, kusukela ekuhlanganiseni izitayela kanye namasu okubheja kumalebula athakazelisayo, abamba amehlo.

Ngakolunye uhlangothi, ubhiya waseJalimane buxhomeke embonini efanayo yebhizinisi ezizukulwaneni.

Njengoba iziphuzo zaseJalimane zilokhu zifulathela iziphuzo zabadala babo, lesi senzo esiphezulu sokuqhuba ibhizinisi siphumelela abaqashi baseJalimane futhi badinga ukuthola imakethe kwenye indawo noma bayeke ukuphuza ubhiya.

Izinkinga Zokungenisa Ubhiya BeJalimane

Kuningi ukuthumela ubhiya kunokuba nje ufune indawo ethile ukuyithengisa. Ukubamba nokudayisa ubhiya endaweni yaseJalimane kugwema izinkinga eziningi ezingenakwenziwa.

U-Dornbusch uqonda isethi entsha yezinkinga zokuthumela nokubhiya ubhiya ababheki baseJalimane ababhekana nazo lapho bezama ukuthengisa ubhiya babo kumakhasimende ahlala amazwekazi amabili nolwandle. Lezi zinkinga zihlanganisa ukungcola, ukupakisha nokukhangisa, nezinkinga eziningi zomthetho ezizungeze ukuthengisa utshwala kuleli zwe.

Inkinga ne-US Alcohol Distribution

Uhlelo lwe-American distributor system luhlukile emhlabeni. U-Dornbusch uthi "isidalwa esinqunyiwe" kubantu ababhekele ngaphandle kwezilwandle.

Lolu hlelo luwumphumela womlando ongaqondakali utshwala e-US: ukuthi uthando / ukuzondana ubudlelwane abaseMelika ababenalo utshwala kusukela ekuqaleni. Ubuhlobo obunzima bufinyelele ekunqandeni lapho ukunyakaza kwezinhlanga ekugcineni kwaholela ekukhulekeleni komphakathi ukuvinjelwa kukazwelonke utshwala, okwakuphulwa ngokushesha futhi ngokuqhubekayo yingxenye enkulu yabakhamuzi.

Indlu yokubopha yaseBrewery

Umfana ozithandayo owawuthinteka ophuzweni utshwala wawuyi-network of bars nezindawo zokudlela ezibizwa ngokuthi izindlu eziboshwe. Izindlu eziboshiwe, ezisekhona kwamanye amazwe amaningi kuhlanganise neJalimane, izikhungo ezisebenzela utshwala futhi zibheke ezithengweni ezithile.

Leli lungiselelo livame ukukhuphuka ekubhaliseni iziphuzo zokusungula izindleko zokuqalisa kanye nokuhlinzeka ngezinto ezidingekayo zebha yokuvula ibhizinisi.

kusukela emadokodweni nasezinkanyeni zokukhanyisa ukuya kwi-glassware nokwamukela umthamo. I-laisse capitalism yokukhwabanisa kanye nobuchwepheshe obusha bokuthutha ekupheleni kwekhulu le-19 neyekuqala kwekhulu lama-20 kuvuselele ukuqala kweziphuzo ezinkulu zaseMelika ezizobhekana nensimu ekhonjwe indlu eboshiwe cishe kuzo zonke izingqimba.

Lezi zindlu eziboshwe kwakuyizintambo zokungalungi. Isithombe zonke izinkanyezi ze-Starbucks zikhonza kuphela i-Coors, i-Budweiser, noma i-Busch futhi lapho, nge-wink nokuxosha, umuntu angase abuyele emuva lapho ukugembula, ubufebe futhi cishe noma yini enye iyatholakala ngokukhululekile. Lokhu kungase kube yinto yokugcizelela umbono weqiniso, kodwa kwakungekho embonweni yamaProhibitionists.

Amandla Abaphakeli Ngemva kokuphinda Ukuvinjelwa

Lapho ukuvinjelwa kuqothulwa kwakungewona nje ukubuyela esimweni sesimo. Abomthetho babenomuzwa wokuthi kwakudingeka kube yindlela yokuvimbela ukubuyela ohlelweni lwezindlu oluboshiwe ngoba lwaluvumela ukulawulwa okuningi ngokuphuza. Ngakho-ke, uhlelo lokusabalalisa lwazalwa.

Ukuze uqiniseke ukuthi, abanikezeli bebelokhu bekhona, kodwa le nqubo entsha yayakhiwe ngokuphelele. Lanikeza isikhala esicacile phakathi kwe-brewery kanye nomthengisi futhi saqeda ithuba lokubuyela ohlelweni lokubopha indlu.

Ngenxa yalokho, abanikazi be-US namuhla banamandla amakhulu; okungaphezulu kakhulu kunezinkampanini zokuthumela nje eziseduze kunani elifanayo labathengisi kwamanye amazwe. Ezimweni eziningi, bayakwazi ukulawula ukuthi imiphi imikhiqizo yobhiya neyotshwala ethengiswa endaweni ethile. Ukwehlisa lesi simo ngisho nangaphezulu, imithetho elawula abaphakeli ihlukile kumbuso ngamunye.

Izinselele Zokungenisa Ubhiya

Njengoba kunikezwe ukudideka kwesistimu ye-distributor yase-US, akumangalisi ukuthi abaphangi bavame ukudinga umxhumanisi lapho bezama ukuthekelisa ubhiya babo emakethe yase-US. Yilapho uDornbusch ehamba khona ukusiza.

Imvelo Ethukile Ye-Beer Shipping

I-chain of delivery yiyona elula:

• Ama-brewer izandla zabo ubhiya kumngenisi othuthele kulowo othungayo kusuka emgqeni we-brewery naphesheya komngcele wase-US.

• Umngenisi-ke uphinde ubheke ubhiya kumthengisi ogcina ubhiya futhi awunikeze abathengisi.

Enye yezinkinga ezinkulu i-brewer ebhekene nayo kulesi simiso ukuthi zikhulula ukulawula umkhiqizo wazo kusukela ngesikhathi iphuma ku-brewery. Ubhiya obuhlanzekile bunempilo yamashefu futhi buhlungu kakhulu. Amazinga okushisa angahlangana nawo ngesikhathi sokuthutha anele ukuchitha ubhiya. Ezinye izindaba ezingase ziphakame yisikhathi nokuvezwa kokukhanya. Zonke lezi zakhi zibonakala zihlela ukuchitha ubhiya.

Ukuchitha ukuthunyelwa kwebhiya kungenza umonakalo omkhulu kunokuba nje ukunikeza amacala ambalwa angasebenzi, ikakhulukazi uma lo mkhiqizo ungaziwa.

Cabanga ngomthengi obona ukungena kweJalimane okusha emashalofini esitolo bese eqoqa. Ngenkathi kungenzeka ukuthi ulindele ukuhlangenwe nakho kwebhizinisi elihle kakhulu laseJalimane , uthola ubhiya, stere, skunky. Akaqapheli ukuthi kungenzeka ukuthi iqalile njengobhiya omuhle ayekulindele; Uvele nje uyazi ukuthi ubhiya manje usabekayo.

UDornbusch uyachaza: "Lo mkhiqizo ubhujiswe, kodwa ubona ukuthi umthengisi / umthumeli awuniki umdanso ngoba izimpahla zishintshashintsha. Uma nje lowo msakazo enendawo engamamitha angaba ngu-3 noma amamitha ayisishiyagalombili esitokisini eshisayo esitolo esinikeziwe, angakwazi ukuguqula umkhiqizo. "

Ngempela, umngenisi kanye nomsabalazi akudingeki ukuba abe nesithakazelo ikakhulukazi ekulondolozeni ikhwalithi yobhiya nokukhuthaza umkhiqizo.

Ngokuvamile, umgomo wabo ukucindezela inzuzo ngokuthengiselana okulodwa kunokuba wakhe ubuhlobo besikhathi eside ne-brewer.

Eqinisweni, uDornbusch uthi uke wabona ukuthi ababheki abalahlekelwa kuphela ukutshalwa kwebhiya kokuqala futhi abaqapheli izinzuzo ekuthengisweni, kodwa futhi bathola izikweletu ezivela ezinkampanini zase-US zokumaketha nezinye izinto. Ukhumbula enye yokuphuza eyathola inzuzo enganiselwa ku-12 000 $ ibe yi-bill ye $ 5,000!

Ikhontrakthi eDreaded Distributor

Enye inselele ebhekene nabakwa-brewers bangaphandle, futhi babelana nabaqaphi bezandla abazama ukuphuma phansi , ukuthi abaningi kwabasemabhizinisini abangu-2 500 e-US namuhla yilokho abakwaDornbusch ababiza abaqoqi bemikhiqizo.

Njengoba bengenasithakazelo sangempela ekuthengiseni ubhiya bezinyosi kubadayisi, laba basakazayo bazosayina isivumelwano nabalimi futhi bahlele amacala ayizinkulungwane ezimbalwa zebhiya. Uma inkontileka isayinwe kunzima kakhulu kubaqaphi ukushiya umsakazo; Nokho, umthetho wenza kube lula ukuthi umthengisi ahambe. Ngakho abanye abasabalalisi bazoqoqa ngamabomu ngamabomu ngokusayinela ngenkathi bengenaso isithakazelo kubo.

Lokhu kungase kube indlela yokuvikela imigqa yabo ephumelelayo ekhona, noma kungenzeka ukuthi abasabalalisa balinde ukufuna ukuthi lo mkhiqizo ukhule ngaphandle kokuthi babeke noma yimaphi umzamo kuwo.

Kungakhathaliseki ukuthi iziphi izisusa zabasakaza, lokhu kusobala ukuthi kuyisimo esiyinkimbinkimbi kulabo abashintshayo.

Yize kunzima ukuthi abaqaphi bangaphume esivumelwaneni, bavame ukuthenga indlela yabo yokuphuma. Izindleko zokuthengwa ngokuvamile zixhomeke enani lamacala athengwe ngumthengisi, ngokuvamile ehamba nge-$ 25 icala ngalinye. Ngakho-ke, uma umthengisi evuma ukuthatha amacala angu-3 000 obhiya, i-brewery kufanele ikhokhe imali engu-$ 75,000 ukuze iphume esivumelwaneni bese uzama ukufuna omunye ummemezeli ongase anganikeze noma angayinikeli ukwelashwa okufanayo.

Ingabe Kukhona Isixazululo Esisha Sokungenisa OkungumJalimane?

U-Dornbusch uye wakha idumela lokuvikela amabhodlela kusuka kumaqhinga anjalo. Ngaphandle kokuhamba ikhanda nabaphathi nabathengisi ngalezi zindaba, ubuye ahlakulele indlela entsha yokubhikisha ukuze athole umkhiqizo wawo emakethe yaseMelika.

Esebenza ne-consortium yabaqhubi abahlanu baseBavaria , uye wenza izivumelwano nomthengisi kanye nomthengisi ozohlonipha izidingo zobhiya ngesikhathi sokuthunyelwa nokugcinwa. Ubiza uhlelo olusha lwe-Cold Track. Ubhiya buzogcinwa buhle kusukela ngesikhathi ushiya ubhiya kuze kuhlaselwe emashalofini abathengisi.

Ubhiya obulethwe e-US kusuka eJalimane besebenzisa uhlelo lwe-Cold Track luzophatha uphawu lokuhweba lwe-Cold Track, i-penguin ethwala umzila webhiya. Kuyoba isithembiso sakhe kumthengi ukuthi ubhiya uzoba esimweni esihle kakhulu sokuphuza ngemuva kokwenza uhambo.

Ukuqonda Imikhuba YeMakethe

Ukuqonda kukaDornbusch ngamasiko aseBrithani naseJalimane mhlawumbe ayimpahla yakhe enkulu kakhulu. Angakwazi ukubona ukukhathazeka kwamasiko ukuthi ubhiya bakhe bamakhasimende aseJalimane bazohlangana naye. Isibonelo, "Abantu baseMelika bafunani?" Ubuza mayelana namalebula ebhiya. Impendulo iwukuthi: "Umkhiqizo nesitayela."

Lokhu kuyinto abakwaBranders abangabonakali nje abangabonakali ukuyiqonda.

Iningi lebhiya laseJalimane liye lahliswa futhi lithengiswa endaweni yakhona ngezizukulwane. Abaphuza utshwala baseJalimane bakhula bayazi ukuthi yiluhlobo luni lwebhiya i-brewery yendawo okwenzayo futhi ilebula lomkhiqizo noma i-brewery ebhodleleni yilokho okudingayo ukuze bazi ukuthi yini ngaphakathi. Kodwa izimpendulo zebheya azivami ukudlula ngaphesheya kwesifunda sendawo.

Iqiniso lokufaka uphawu lwezimpawu emakethe yase-US alitholakali kubaqaphi baseJalimane abaye bathengisa ngempumelelo ubhiya babo ngale ndlela iminyaka emakhulu. Ababona ngempela isizathu sokushintsha manje.

Ukunciphisa Ukuphuza Ubisi BeJalimane

Bashintshe kufanele uma befisa ukusinda. Isiko esithandekayo sokuphuza utshwala saseJalimane sisendleleni yokuphuma, kusho uDornbusch. Uma ebuzwa ukuthi lokhu akusiyo umkhuba wokujikeleza ozozilungisa maduzane, uyaphendula ngokucacile. "Akuyona indlela yokuhamba. Kube ngumkhuba weminyaka engu-30, "usho kanje. "Akuzange kube umjikelezo."

Ngama-capitale, ukusetshenziswa kwebhiya kuye kwawa ngamalitha angaba ngu-20 kule minyaka eyishumi eyedlule futhi kuqhubeka nokuwa njengoba izizukulwane ezincane zifulathela isiphuzo sabazali nabagogo babo.

Eminyakeni engamashumi amathathu nanhlanu eyedlule, ukuhweba kuka-3 500 kwakwenziwa eJalimane; namuhla ku-1 250 kuphela. Ikusasa libonakala libi kakhulu kubaqaphi baseJalimane ngaphandle uma bengakwazi ukungena emakethe angaphandle, ithemba labo abaningi abangazange bakhathazeke ngokomlando.

Lokhu kuntuleka kokuthunyelwa kwamanye amazwe kubonakala ngokucacile emashalofini asezitolo zase-US lapho ibhiya laseJalimane lihlehliswa kakhulu .

Njengoba ubuciko bezinyosi kanye nokuthengiswa okuvela eMexico, eHolland naseCanada kuqhuma indawo yokubaluleka eyengeziwe, ibhiya laseJalimane liye lahlelwa emakethe ukuthi, ngama-akhawunti wonke, ngokucacile aphendukela kubhiya abaningi abathandekayo.

Njengoba izwe kanye nomphakathi beqaphela yonke imfuyo yabo , kuyamahloni ukuthi amazwe angama-jalimane angenisa amazwe aseJalimane asesimweni esinjalo emakethe yaseBrazil.

Amathuba amasha oPhezulu

Uma u-Dornbusch enokwazi ukusho ngakho, lokhu kuzoshintsha maduzane. Akusebenzi nje kuphela ukuletha ubhiya obuningi beJalimane emakethe yase-US, kodwa futhi ubikezela ukuthi izitayela zobhiya zaseJalimane zizoba yisinyathelo esilandelayo se-US craft brewers .

Ngaphandle kokunye okuncane, izitayela zokuhamba kwezinyosi e-US zilandele indlela eya empumalanga ngaphesheya kweYurophu. Izitsha zokuqala zokudoba zaziyizilimi eziningi zesiNgisi . Lokhu kuyaqondakala njengoba lezi zitshalo zigcwele ukunambitheka futhi kwakuyi-foil enkulu ebhiya lamanzi elilawula imakethe yase-US. Lezi zitshalo nazo ziyabiza futhi kulula ukuzenza, zisebenzise imbonini eyakha indlela yayo.

Kamuva, ubhiya waseBelgium wagijima. Amabhiya aseBelgium ayengakwazi ukulimala ngesikhathi sokuthunyelwa kwezidakamizwa kanti abathandi bezinyosi babathande. Izitayela ezivela eBelgium zathola abakwa-mystique nabakwa-craft abaphangi baphendule isidingo esikhulayo.

Namuhla, ezinye zebhizinisi elihle kunazo zonke zaseBelgium emhlabeni zenziwa eMelika

"Futhi njengoba nje iWaggian igxilile manje, ngicabanga ukuthi umsele olandelayo uzoba ubhiya waseJalimane," kusho uDornbusch. "Ingqikithi yaseJalimane kufanele yenzeke ngoba nguyedwa oshiywe ongase ube mkhulu. Ngiyaqiniseka ukuthi umthengi uzodonsa lelo gagasi noma abakwa-craft bazobe sebefike endaweni lapho bethi 'Yini esingayenza ngokulandelayo?' "

Kungenzeka kungenzeki ngenyanga ezayo, kodwa bheka izitayela eziningi zobhiya zaseJalimane kumashalofu esitolo ase-US. Kungakhathaliseki ukuthi kungeniswa noma kukhishwe yizinkampani zokuphanga, uma ngabe ubhiya obunempilo, kungenzeka ukuthi uHorst Dornbusch wayenento yokukwenza lapho. Qalisa!

Kushicilelwe okokuqala: September 23, 2007