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Choice: 100 g wine or bottle of booze?
November 18th, 2013
Producers of alcoholic beverages are often accused of the striving to make the nation drunk and make hefty profits by doing so. However, such statements put a forgiving smile on the producers’ faces. A sophisticated consumer who is well-informed about the differences of alcoholic beverages is much more useful for this business than an alcoholic who buys the cheapest beverage.
Causes the joy of discovery
A Lithuanian asked about the difference between “Cabernet Sauvignon” and “Merlot” grapes or between Scottish whiskey and bourbon will rarely know the answer. Even what concerns the traditional strong beverage of our region – vodka – most of them understand only that the more expensive the vodka the less one’s head hurts in the morning. Although such an opinion does not always turn out to be true.
“The alcohol consumption culture in Lithuania is merely developing compared to the countries of Western or Southern Europe, we are not very sophisticated in this field. This is not a consequence of poorer financial capacities only. A lot depends on the attitude, not on money. And, from the point of view of the producers of alcohol, the client who buys a bottle of high-quality beverage which is more expensive is more valuable to the companies than that who buys three bottles of cheap booze,” Romas Apulskis, the President of ABBI cluster which unites the beverage industry of the Baltic States, emphasized.
ABBI cluster is currently implementing a continuous three-year project aimed at the improvement of the Lithuanians’ taste in wines. Wine sections with geographical references have been established in various shops of the country; buyers can find out more about the types of wine of a specific region in those sections and wine experts take part in the consultations. Wine tasting is held in wineries and restaurants, whereas those who wish to deepen their knowledge are invited to seminars on wines.
“New knowledge, especially that acquired while tasting, give a lot of joy. Especially when a person begins to distinguish that “Cabernet Sauvignon” grapes are characterized by an intense smell of currants, whereas “Merlot” wine is softer and does not make the tongue feel sour. To tell the truth, improving the alcohol consumption culture is often prevented by strict restrictions of alcohol promotion. As usual, prohibitions do not solve anything but cause a contrary, negative effect in this case,” R. Apulskis is certain.
Baltic region – the motherland of vodka
The fact that the raw material of our country is sour berries and fruit does not help Lithuanian producers create exceptional wines. In order to stimulate fermentation, sugar must be added to the wine which changes the taste of the beverage. Therefore, we enjoy wines brought from the Southern countries more often. Although, in the opinion of the President of ABBI, the sky is the limit for improvement. A high-quality apple wine, which is currently identified as a beverage with one of the worst reputations, could become an exceptional product.
Certain myths are still alive and kicking in Lithuania. For example, good beer or wine cannot be strong, although strong Belgian beers or Porto wines are renowned worldwide.
“Of course, Lithuania, just like its neighbours, has traditionally been the land where vodka is produced. However, both we and our neighbours could represent us a vodka region better. Together with the Scandinavians and our neighbours from the Baltic region, we are currently making plans in the cluster to speak about us as vodka brewers louder to the world. Historically, we have all the rights to the name of the native region of vodka because our ancestors began brewing vodka already in the 14-15th century,” R. Apulskis said.
