Proper job – Cornish ale's Nordic success
SKÅL! It might be the Nordic toast to good health but when it comes to Scandinavians enjoying a tipple, St Austell Brewery is making the bar.
St Austell Brewery's Proper Job has crossed the water to Denmark, where it now accounts for more than 50 per cent of the brewery's exports.
And the beer's also popular in Norway, where over the past year, in the 28 stores it's sold, Proper Job has become the bestselling English alcoholic beverage and the seventh largest-selling imported beer in total.
Jeremy Mitchell, from the brewery, said that although the volumes of beer exported doesn't equate to domination of the European market, it shows our continental counterparts enjoy English beers.
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Exported beers are becoming a worldwide phenomenon, thanks to the craft ale movement which started in America.
It's allowing palates across the globe to be tickled by the hippest of hops and celebrates heritage and high quality beers.
Mr Mitchell said the secret is the brewery's "strong Cornish roots".
Across Scandinavia last year 3,000 cases were sold. But this year, over the same period, the volumes more than doubled, to 7,000 cases.
Proper Job has also made it as far as Sardinia and stylish bars in central Paris.
Since January 2011 the brewery has exported across Europe, Australia, New Zealand and Hong Kong.
Mr Mitchell added: "It's nice to be bringing Cornwall to the rest of the world."