{"id":1502,"date":"2011-02-21T09:56:55","date_gmt":"2011-02-21T14:56:55","guid":{"rendered":"http:\/\/www.cusjc.ca\/ottawainsight\/?p=1502"},"modified":"2017-11-19T17:38:59","modified_gmt":"2017-11-19T22:38:59","slug":"gluten-free-beer-an-untapped-market","status":"publish","type":"post","link":"http:\/\/www.cusjc.ca\/ottawainsight\/?p=1502","title":{"rendered":"Gluten-free beer an untapped market"},"content":{"rendered":"<p class=\"lead\">When Caprese Ristorante Italiano, Ottawa\u2019s first completely gluten-free restaurant, opened last year, Chef Lino Marchi had a hard time finding gluten-free beer options.<\/p>\n<p>\u201cThere are a lot of them on the market [internationally],\u201d explains Marchi, \u201cbut there\u2019s only two available in Canada.\u201d<\/p>\n<p>Now in its second year, the small Bronson Street restaurant caters to gluten-intolerant or celiac diners. According to Health Canada, one in every 100 \u2013 200 Canadians has celiac disease, an inherited autoimmune disease. The only current treatment for the disease is to strictly adhere to a diet completely free of gluten (the name given to certain proteins in grains like wheat and barley).<\/p>\n<p class=\"photocutline\"><a href=\"http:\/\/www.cusjc.ca\/ottawainsight\/wp-content\/uploads\/GLUTEN-PHOTO1-GLUTENfinal.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-1561\" title=\"GLUTEN-PHOTO1-GLUTENfinal\" src=\"http:\/\/www.cusjc.ca\/ottawainsight\/wp-content\/uploads\/GLUTEN-PHOTO1-GLUTENfinal.jpg\" alt=\"\" width=\"350\" height=\"362\" srcset=\"http:\/\/www.cusjc.ca\/ottawainsight\/wp-content\/uploads\/GLUTEN-PHOTO1-GLUTENfinal.jpg 350w, http:\/\/www.cusjc.ca\/ottawainsight\/wp-content\/uploads\/GLUTEN-PHOTO1-GLUTENfinal-290x300.jpg 290w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/a>Chef Lino Marchi and Jessica Newton during a dinner service at Caprese Ristorante Italiano, Ottawa\u2019s only completely gluten-free restaurant.<\/p>\n<p>Caprese carries two gluten-free beers: La Messag\u00e8re, a buckwheat and rice beer brewed by Quebec microbrewery Les Bi\u00e8res de la Nouvelle-France, and New Grist, a sorghum and rice beer brewed by Milwaukee\u2019s Lakefront Brewery Inc.<\/p>\n<p>Marchi is happy to provide gluten-free beer options for patrons at Caprese, but wishes they weren\u2019t so expensive.<\/p>\n<p>\u201cThe beer itself is about twice the price of regular beer,\u201d he says while catching a short break during an evening dinner service. \u201cWe pay about $16 for six beers.\u201d<\/p>\n<p>Caprese charges $6.95 for the gluten-free beers &#8211; the same price as a regular premium beer. Marchi says rather than passing that cost along to customers, the restaurant accepts a cut in its profits.<\/p>\n<p>For the average beer drinker, going gluten free is \u201ccost prohibitive,\u201d says Roger Mittag, who teaches beer tasting seminars and trains brewers through his Toronto-based company, Thirst For Knowledge Inc.<\/p>\n<p>Because the ingredients used in gluten-free beers \u2013 most often rice, sorghum and buckwheat \u2013 are less commonly used, the malting process is much more expensive says Mittag.<\/p>\n<p>If large malters, like the Canada Malting Company, began carrying these ingredients, says Mittag, it could \u201cdramatically bring down the price for brewers.\u201d<\/p>\n<p>\u201cI also believe that if more brewers get involved in gluten-free beers it will probably drive the cost down.\u201d<\/p>\n<p>Paying more for common foods and drinks is nothing new to Quintin Wight, spokesman for the Ottawa chapter of the Canadian Celiac Association.<\/p>\n<p>\u201cIt\u2019s always more expensive,\u201d explains Wight. \u201cAlways.\u201d<\/p>\n<p class=\"subhead\">Contamination is also a fear for celiacs<\/p>\n<p>Wight and his wife both have celiac disease and eat a completely gluten-free diet. Even a small amount of gluten will make Wight so ill that he has to stay in bed for the day.<\/p>\n<p>The side effects from eating gluten vary widely among those with celiac disease. Wight\u2019s wife, Willow, is a \u201csilent celiac\u201d meaning that she has no obvious side effects. Wight himself will vomit within a few hours of having contaminated food. Others get diarrhea.<\/p>\n<p class=\"quote\">Since the beers are natural and unpasteurized, the cans have to be refrigerated and last for about six to eight months.<\/p>\n<p>\u201cCross contamination is a great factor,\u201d he explains. \u201cIt only takes 28 milligrams to do measurable damage. That\u2019s the size of half of a grain of rice.\u201d<\/p>\n<p>That means that a company making gluten-free products must carefully clean their utensils and machinery.<\/p>\n<p>This could be a major roadblock for large-scale brewers, where sanitizing production areas would be a major-undertaking. It\u2019s a different story for operations like the Perth Brewing Company, where customers choose custom beer ingredients and add their own yeast during the brewing process.<\/p>\n<p>\u201c[Our gluten-free beer is] brewed in its own kettle, that\u2019s cleaned, and we filter it in clean, brand-new filters,\u201d says Cathy Brown, co-owner of the Perth, Ontario, business. The custom brewer came up with the recipe for the sorghum beer last spring.<\/p>\n<p>For $150.00, customers get six cases of beer, with 24 cans in each case. The beer is brewed on site with no preservatives. Since the beers are natural and unpasteurized, says Brown, the cans have to be refrigerated and last for about six to eight months.<\/p>\n<p><span class=\"subhead\">Word gets around<\/span><\/p>\n<p>The gluten-free brew hasn\u2019t been formally advertised yet, but Brown says test batches have been popular among groups like the Canadian Celiac Association. Now through the experimental phase, customers are already showing interest.<\/p>\n<p><a href=\"http:\/\/www.cusjc.ca\/ottawainsight\/wp-content\/uploads\/GLUTEN-PHOTO2-SKURAfinal.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-1578\" title=\"GLUTEN-PHOTO2-SKURAfinal\" src=\"http:\/\/www.cusjc.ca\/ottawainsight\/wp-content\/uploads\/GLUTEN-PHOTO2-SKURAfinal.jpg\" alt=\"\" width=\"350\" height=\"354\" srcset=\"http:\/\/www.cusjc.ca\/ottawainsight\/wp-content\/uploads\/GLUTEN-PHOTO2-SKURAfinal.jpg 350w, http:\/\/www.cusjc.ca\/ottawainsight\/wp-content\/uploads\/GLUTEN-PHOTO2-SKURAfinal-296x300.jpg 296w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/a><span class=\"photocutline\">Quintin Wight has been on a completely gluten free diet since 1981.<\/span><\/p>\n<p>\u201cThe initiative really just came from customers saying, \u2018Call us if you ever make a gluten-free beer,\u2019\u201d she says, but \u201cword has gotten out.\u201d<\/p>\n<p>People with celiac disease or gluten intolerance are always excited when they hear about a new gluten-free product and \u201cbeer is no exception,\u201d says Wight.<\/p>\n<p>When it comes to marketing the beers to a wider audience, explains Mittag, there may be a challenge.<\/p>\n<p>\u201cThey\u2019re fine,\u201d Mittag says of the taste. \u201cThey have a little bit of a citric character. They\u2019re not overwhelming on the bouquet or the nose and they\u2019re very easy to drink.\u201d<\/p>\n<p>\u201cI think people [who can have gluten] try them to see what beers made out of different ingredients might taste like, but it is unlikely that they would go back to them,\u201d says Mittag, \u201cmainly because they lack some of the complexity that is in other beers.\u201d<\/p>\n<p>That\u2019s why Mittag thinks that small brewers, who can \u201cturn on a dime,\u201d are more likely to start a line of gluten-free beers.<\/p>\n<p>\u201cIt\u2019s a lot harder to justify making a sorghum-based beer for a national brewer who is looking to increase profitability,\u201d he says. That hasn\u2019t stopped Mittag from pitching the idea to several companies.<\/p>\n<p>With testing for celiac disease improving and awareness about the disease increasing, Mittag says gluten-free beer is a huge opportunity that Canada just hasn\u2019t exploited yet.<\/p>\n<p>\u201cI think gluten-free beers are something that if somebody were really smart, they would get into and market directly to physicians and the people who are starting to notice that they have gluten intolerance or are celiac.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Caprese Ristorante Italiano, Ottawa\u2019s first completely gluten-free restaurant, opened last year, Chef Lino Marchi had a hard time finding<\/p>\n","protected":false},"author":25,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,1],"tags":[212],"class_list":["post-1502","post","type-post","status-publish","format-standard","hentry","category-alcohol-in-ottawa-2011","category-news","tag-elyse-skura"],"_links":{"self":[{"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=\/wp\/v2\/posts\/1502","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=\/wp\/v2\/users\/25"}],"replies":[{"embeddable":true,"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1502"}],"version-history":[{"count":50,"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=\/wp\/v2\/posts\/1502\/revisions"}],"predecessor-version":[{"id":4363,"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=\/wp\/v2\/posts\/1502\/revisions\/4363"}],"wp:attachment":[{"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1502"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1502"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.cusjc.ca\/ottawainsight\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1502"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}