CMC Promotes Cranberry Juice Summer Consumption

On June 18th, the Cranberry Marketing Committee (CMC) launched a Media Appreciation Event at the Boxing Cat Brewery (BCB), a leading micro/craft brewery in Shanghai, to promote cranberry juice summer consumption. Cranberry super fruit ale, a special beer presented by BCB, was featured alongside wide selections of cranberry drinks developed by prominent master mixologist Eddy Yang.

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At the opening reception, nearly 20 members of the media were welcomed with classic ‘Cosmopolitan’ cranberry cocktails and greeted by remarks from ATO Shanghai’s Director Ms. Valerie Brown, delivered in a stimulating Q&A format. Attendees heard from Mabel Zhuang, CMC’s China representative, concerning the history, growing regions, harvest, and unique health benefits of cranberries, along with their diverse product forms and applications.

 

 

On behalf of BCB’s brewmaster Michael Jordan, Eric White, a fellow brewer at BCB, discussed the cranberry super fruit ale, which was freshly brewed in collaboration with CMC. This unique beer has a tart flavor and ruby red color; the use of imported malts contributes to the beer’s pleasant malt sweetness and light caramel notes balance the cranberry flavor, which still shines brilliantly through in the final product. He also informed those assembled that brewing the cranberry ale takes a total of three weeks, using 9 liters of cranberry concentrate in the process. This cranberry ale is available on tap at all three of BCB’s outlets in Shanghai and has been a popular seasonal beer throughout the summer months.

 

Eddy Yang, master mixologist, gave the audience a detailed introduction into mixology applications for cranberries in various products including juices, cocktail mixers, frozen, and dried cranberries. Eddy demonstrated these applications though the preparation of 4 different types of cocktails: alcohol-free, low alcohol, classic cocktails, and unique cocktail creations. Members of the media were impressed by the multi-functionality of cranberries and how they could be mixed with all kinds of different drinks, and one member of the media was even invited up from the audience to learn how to make a cranberry Cosmopolitan by herself. The event was concluded by the taste-testing of a cranberry punch made by Zack Henderson, Deputy Director of ATO Shanghai, under the direction of Eddy Yang.

 

 

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