Viking Magazine - March 2022 - 25
Left: Located in Drammen, Norway, the fifth-generation
owners of Aass Bryggeri combine traditional craftsmanship
and modern innovation to produce its lineup of beers, cider
and sodas. It is the oldest still-operating brewery in Norway.
Below: Dimitri Yogaratnam of Oslo Brewing Co.
of a brew: grain, hops, yeast and water.
" Every brewery has to prove they can brew a really
good beer without camoufl ging it with lactose or
haze or over-hopping. It has to stand for itself and be
well-balanced, and that's what we've always done, " says
Øverland, whose Nøgne Ø brewery frequently makes
RateBeer's annual list of top 100 breweries in the world.
LOCAL CRAFT, GLOBAL APPEAL
From a global standpoint, Øverland says Norway's
craft b er trails the United States by about 10 years in
terms of national market share, and is roughly six to 18
months behind in trends, adds Lauritz, so Norwegian
craft brewers often look across the pond to predict
what's going to be popular. Right now, it's all about
seltzers, fruity IPAs brewed with mango, light beers and
even non-alcoholic options for those who are sobercurious.
The
U.S. also offers an outlook of how the craft b er
market will evolve in Norway. " The U.S. has paved
the way for pretty much any Western market-how it
grows, then fl ttens out and then slowly matures, " says
Øverland. " Where we're seeing growth now is in small,
very local craft b ewers that sell their beers exclusively
onsite and at brewpubs. There will always be a market
for that, and that's where you can grow. "
Beyond the border, a handful of Norway's craft b ers
can be found in the U.S., the E.U., Australia and Asia,
which is where Oslo Brewing Company is concentrating
its effo ts. The craft brewer opened the bar ØL in
Tokyo, where it serves 20 Japanese and Scandinavian
artisan brews on tap. Oslo Brewing Company plans to
open a second bar in Japan in May, and a
third in Taiwan come 2023.
" With the brand, we wanted to capture the
" We pride ourselves on being the oldest
brewery in Norway . . . We know how to
brew beer. Our values are tradition,
innovation, quality and culture. "
-Lauritz Aass, Aass Bryggeri
@sonsofnorway
energy of Oslo. Oslo has kind of been like a
stepbrother to Stockholm and Copenhagen,
but Oslo is really coming into its own with
food culture, and it's becoming a great place
to start a business, " says Yogaratnam. " If
you're familiar with Janteloven, you know
Norwegians aren't so eager to boast about
their city. So we thought, 'No one else is
doing this. We have to tell the world about
this, what's going on here.' Craft b er seemed
like a good medium to do that. " ▼
March 2022
25
PHOTOS BY HELGE TOLLEFSEN, COURTESY OSLO BREWING CO.
Viking Magazine - March 2022
Table of Contents for the Digital Edition of Viking Magazine - March 2022
Contents
Viking Magazine - March 2022 - Cover1
Viking Magazine - March 2022 - Cover2
Viking Magazine - March 2022 - Contents
Viking Magazine - March 2022 - 4
Viking Magazine - March 2022 - 5
Viking Magazine - March 2022 - 6
Viking Magazine - March 2022 - 7
Viking Magazine - March 2022 - 8
Viking Magazine - March 2022 - 9
Viking Magazine - March 2022 - 10
Viking Magazine - March 2022 - 11
Viking Magazine - March 2022 - 12
Viking Magazine - March 2022 - 13
Viking Magazine - March 2022 - 14
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Viking Magazine - March 2022 - 18
Viking Magazine - March 2022 - 19
Viking Magazine - March 2022 - 20
Viking Magazine - March 2022 - 21
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Viking Magazine - March 2022 - 24
Viking Magazine - March 2022 - 25
Viking Magazine - March 2022 - 26
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Viking Magazine - March 2022 - 37
Viking Magazine - March 2022 - 38
Viking Magazine - March 2022 - 39
Viking Magazine - March 2022 - Cover4
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