Kloster Bier of Neustadt, Concluding.

“Kloster-Brauerie” was identified on the characteristically white, “lion’s head” Kloster label as source of the beer. The brand as I mentioned earlier was a Beck’s Brewery property, hence now in the stable of Anheuser-Busch InBev.

As far as I know Kloster is currently defunct, in any market.

Beck’s of Bremen produced the beer, from the 1930s at least, and perhaps from inception (a separate question). The monastic clothing of the brand was perhaps always a marketing device, although to be sure monasteries did exist in and around Bremen, and some probably inspired nearby commercial breweries to borrow the name

The kloster shown below is long-disappeared St. Pauli Monastery in Bremen (image via Wikipedia). St. Paul’s Church stands near the site today in the Alte Neustadt of Bremen, and may take its name at least indirectly from the abbey.



In its heyday the Kloster lion roamed far a field from damp northern Bremen, swimming scented Indian and Pacific seas, and reaching over to Australasia.

An ad with a period flavour, in a 1951 issue of the magazine Pacific Islands Monthly, shows the beer had customers in New Guinea, the Soloman Islands and Rabaul among other Pacific territories:



It shows too Kloster came back early after World War II, as of course did better-known Beck’s Bier, an international veteran of the beer wars if there ever was one.

Beck’s plant was destroyed during the war but rebuilt, with production resuming before 1950.

Since the agent O. Bieri & Co. was based in Sydney perhaps Kloster or Beck’s was. available there as well, up against the many local brands.

Kloster and Beck’s then likely were brewed in Germany, as license arrangements of the type that characterized the Thailand market appear on later.

It is true Beck’s and probably Kloster were brewed in 1931 in the East, this according to an AB InBev website. Specifically, this occurred at breweries in Singapore and Java.

The brewery at Singapore, for its part, was later sold to Malayan Breweries in Singapore in which Heineken had a stake, a result of World War II and enemy property laws.

So the war would have ended the former colonial brewing directed from Bremen, again until licensing or direct ownership were again permitted.

The region we are discussing can broadly be seen in this view from Google Maps.



The next post, while not a continuation of this series, functions effectively as coda.



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