Contributed by Gabrielle Brocker | Junior | Agricultural Communications
Looking back to the 2000s, alcohol consisted of the classics: beer, wine, and vodka. Grocery store shelves carried light beer such as Busch, Coors, Budweiser, Bud Light, and Miller Lite.
Twenty-two years later, the alcohol industry has expanded its reach and experimented with hard ciders, kombucha, seltzers and even gluten-free beer. These variations of alcohol are catered to the consumer so that personal preference, dietary restrictions, or low ABV are met. Customers worldwide dare try the adventurous flavors of Juneshine, make a refreshing twist and commit to Ashland Seltzer, or pour themselves a glass of mezcal tequila. As the alcohol industry grows, the opportunity to find "the next best thing" shrinks.
So how does a company stand out amongst chief competitors to prove its worth? Where does this genius sprout?
Let's talk about gluten-free beer produced by Glutenberg.
Their mission is to, "brew tasty and bold gluten-free beer to deliver a unique and unforgettable drinking experience. From [their] atypical ingredients to unparalleled brewing methods, creativity is at the heart of all of [their] achievements."
Founded in 2010 by entrepreneurs and long-term friends, Glutenberg beer underwent intensive research and development to push the limits of gluten-free beer. Their first flavors, 'the Glutenberg Blonde,' the 'Pale Ale Américane,' and the 'Rousse,' were released a year later. By 2012, their beer had won all three metals at the Beer World Cup, the most prestigious brewing competition.
In 2016, the company reached a solid following, which allowed it to incorporate a dynamic sales force, target specific markets, and extend its reach to loyal consumers. Ten brand ambassadors maintain the company’s rapid growth and oversee product modification.
For a company to pass the gluten-free test, they must comply with the FDA's 21 CFR 101.91 regulation. This rule states that the product must inherently not incorporate gluten in their recipe, which the FDA scientifically validates.
Glutenberg makes sure that all products are stirred from strictly gluten-free ingredients. Their ingredients are, "meticulously selected so that each beer has a memorable taste."
Reviews from Craft Beer and Brewing describe the overall experience as, "a showcase of bright, citrusy American hops with spot-on bitterness and a thoughtful hops profile that should satisfy any hops lover's needs, gluten-free or not. Well executed and worth seeking out. Very enjoyable."
Glutenberg beer exhibits a brave and bold profile across media to share its story and connect with gluten-free beer lovers. They have accounts on Instagram, Facebook, LinkedIn, and a personalized website that caters to gluten-free brewing, frequently asked questions, and their company's history.
Their Instagram @Glutenbergbeer has dark undertones to complement their cans' green, yellow, red, blue, and black graphic design. Posts incorporate their staff of producers and seasonal complements of the beer. The comments section is open for consumers to interact with the product and tell the story of their experience, their tastes, or their memories.
The growth and availability of gluten-free products has become an essential addition to the diet of people with gluten-sensitivity and celiac disease. Celiac disease is a severe auto-immune disease that occurs in genetically predisposed people where the ingestion of gluten leads to damage in the small intestine.
Twenty-two-year-old Jake Laplaca was diagnosed with celiac disease less than a year ago and has found a limited selection of gluten-free alcoholic beverages. "For the availability of Gluten Free beer, I have found it to be more accessible at organic and natural grocery stores." Laplaca emphasizes that it's, "easier to go with seltzers, ciders, wine, and liquor because [he doesn't] have to worry about reading a label and going through the extra work to find gluten-free beer."
Though Laplaca has never had Glutenberg beer, he appreciates the growing popularity of companies dedicated to gluten-free products. The struggle to find gluten-free food and beverage is slowly ceasing as more companies provide products that cater to this dietary restriction.