NOAM was born from Daniel Noah Sheikh’s ambition to bring the craftsmanship of traditional Bavarian beer to the most contemporary international tastes, can you tell us more about its origin?
The process of beer brewing is of course a big part of Bavaria culture. But sadly it is often treated as a mass product. We felt that beer has always been undervalued and wanted to elevate it from commodity into luxury.
Besides I think everything deserves the perspective of beauty.
NOAM’s unique recipe was developed at the science and research center of the Technical University of Munich in Weihenstephan, how has technology impacted?
NOAM’s recipe was developed to serve an International taste. Its a natural product that is neither stabilized or filtered. To deliver a consistent level of taste while keeping it a natural product is very important to us. Of course it’s brewed according to the Bavarian purity law. As a reward we won the European Beer Star Award which we are very proud of. It’s like winning the Oscars =)
The factory is also revolutionary, many define it as a 21st century artisan, can you give us some more information?
Weihenstephan’s brewery is known as the oldest brewery in the world. It was founded in 1675. That to me is so impressive.
Nowadays, being the chair of Munich’s Brewing faculty, it is one of the most modern and advanced Brewing laboratories in the world. It’s very high tech and scientific, you’d be surprised.
NOAM is a light and refreshing lager beer with a delicate and distinct taste and characterized by floral and salty flavors, which foods does it match best?
NOAM’s mild taste probably fits to anything. I’d say Steak in Winter and a light Aperitif in summer time are my favourite moments to enjoy it.
The characteristic bottle blends traditional processes with contemporary aesthetics, even the eye wants its part …
Yes it was really our intention to give the product a sophisticated look.
Drinking after all is a very sensual part. But the experience is not just limited to ones tongue. You look at the bottle and it makes you feel a certain way, maybe elegant, maybe sexy.
You hold the bottle and the riffles will give you a sensual feeling. It’s a whole experience.
What are the sales channels?
At the moment we concentrate on high end gastronomy and hospitality partners around the world. We are so proud to have built a strong international community of partners that love creating a holistic and exquisite experience for their guests.
Also NOAM can be bought through our own online shop www.noam.beer
Where can we find it in Italy?
You can find it in extraordinary places like La Fontelina, Le Sirenuse, Bulgari Milano, Hotel Villon, but also in some exquisite Trattorias that obviously know what a good beer tastes like. 😉
