The SBR is first and foremost the membership journal of the Danish, Norwegian, Swedish and Finnish Brewers’ Guilds, and is, thus, specifically directed at a serving these organisations and their members.
The main subjects of contents we look for in the SBR are:
a. Beer in general
- The origin of beer taste, flavour and character
- General news relevant to the brewers and the brewing industry in the Nordic countries
- Beer history, beer styles, classification, beer competitions, NPD, recipes, processes, etc.
- Existing breweries and beer cultures – regions, countries, brewing groups, individual breweries, large or small, as long as they have some interesting and/or unique features
- Events of any type – exhibitions, festivals, conferences, congresses, etc. – relevant to any segment of the brewing industry
- Literature on beer and brewing – magazines, books, e-media, etc.
b. The technical aspects of brewing
- Technical innovations, relevant to either small or large breweries, or both
- News – in the broadest sense of the word – about raw materials, brewing, beer processing, packaging, cleaning and hygiene, maintenance, quality management, utilities and general management issues relevant to breweries of any size
- Production economy – supply chain, lean, best practices or specific projects
- Energy consumption – savings, carbon footprint, sustainability, life cycle analyses, etc.
- New brewery projects – whether large or small breweries, and whether only parts of or full breweries are covered
- Specialty beer brewing – organic beers, wood ageing, sour beers, bottle conditioning, special packaging, etc.
- Quality Management Systems – large or small, typical quality problems and solutions
- Advances in brewing science and/or R&D – preferably after having been implemented in practice
c. The creative aspects of brewing
- Creating new beers
- Recipe and process development within specialty beer brewing
- Trends in beer styles
d. Beer cultures and beer scenes
- The Nordic craft beer scenes
- The Nordic beer markets and beer cultures
- Beer scenes in other individual countries/regions or globally
e. Beer and food
- General guidelines to matching beer and food
- Specific food matches for specific beers/beer styles and vice versa
f. Marketing of beer
- How beer is marketed
- Different marketing strategies for specific brands or breweries
- Actual marketing strategies at the world’s breweries today
g. Beer and society
- Beer and health – new findings, studies or statements by scientists in the field
- Corporate Social Responsibility – the role of the brewing industry in society, our role in preventing abuse or other negative effects of alcohol, etc.
- Brewery and brewer organisational matters – EBC, BoE, Brewers’ Guilds and Associations, MBAA, ASBC, IBG, etc. – descriptions or whenever changes occur
- Political and legal issues – alcohol policies, environmental regulations, work health and safety, consumer protection. National, regional, EU-related or universal
h. Beer and education
- Educational issues related to the brewing world
- Changing demands to the education of technical brewing staff and management
- Master brewer programmes
- Other technical courses in general – local (SSB and KU LIFE) as well as foreign offers or experiences from/about them
i. Other issues
- Related drinks industries – soft drinks, water, juices, wines, spirits, etc. – in so far as the subject has relevance to breweries or brewing
- Debate – new entries raising new topics for debate or contributions relating to previous entries
The members of the Brewers’ Guilds are people with a background in brewing, but this background varies from highly academic/scientific to very practical with no educational basis. The professional background of the members varies just as much – from managers at million HL breweries to ‘all purpose’ brewers at small, semi-professional breweries – and it is the aim of the SBR to service all the different member groups. Preferably, but not necessarily, at the same time.
Besides this primary target group, the SBR also aims at being the preferred brewing-related magazine for suppliers to the industry, customers, and other people – beer writers, journalists, customers and consumers – with interests in our industry, in the Nordic countries and beyond.
The SBR is NOT a scientific journal, as such, although news from the world of brewing science is relevant. The desired form and scope of the articles in the magazine should be:
- Presented in a short, ‘down-to-earth’ form that focuses on the practical
- Written in easy-to-digest, engaging and entertaining language
- Personal views and perspectives are welcome – especially if these are suited to
stimulate debate in the SBR on the issue
- Tables, figures, photos, drawings, fact boxes and other forms of graphic
illustrations are encouraged
- If an article is directed at a specific group of readers this should be highlighted
in the title/subtitle
- Direct advertising in articles is not permitted. Specific product names may only
be mentioned where it is objectively relevant or when clearly identified as an
example of a product type. In other words, a patented enzyme that catalyses a
process no other commercial enzymes can catalyse, may be mentioned;
Polyclar may be mentioned as an example of a PVVP-based chemical stabiliser,
whereas the commercial name of a Munich Malt may not be used in an article
describing typical recipes for amber beers, and the commercial name of a
cleaning agent may not be used when discussing the pros and cons of caustic
vs. acid cleaning. The technical editor of the SBR will be at liberty to edit (remove
more or less disclosed advertising of specific commercial products) articles to
ensure adherence to this rule.
Generally, the SBR do not have very strict rules on the length of articles, as we wish to adapt this to the complexity, the actuality and the relevance of the subject described. However, if a deviation from this has not been agreed upon with the technical editor, we prefer articles between 1,000 and 2,000 words (two to four pages incl. illustrations).
Degree of technical/scientific level in contents
Again, the SBR is NOT a scientific journal, so kindly write to the ‘average reader’ (although such a person probably does not exist). This reader is a person mid-way between a brewing scientist/a brewer who has a PhD having worked closely with scientists for 25 years, and the average beer enthusiast with no academic background, who has no other background than to satisfy his/her curiosity on the technical aspects of Scandinavian brewing.
References are welcome if they are highly relevant for the curious reader, but not to the extent necessary in scientific papers. We will print no more than five references for an article. If you feel that more than five references are essential, please include the following at the end of your article: ‘The author(s) of this article has/have a complete list of references for the background statements and results referred to in the article. The list of references can be obtained by contacting…………’
Are more than welcome. This is not to say that we are not happy with articles without photos, in line with the intentions outlined in sections 1 and 2 above. Kindly forward actual photos with your article or provide links to where these may be found.
Photos should be in high, print-suitable resolution. Recommended formats are JPEG or TIFF. In order to ease the layout of the article, parenthetical references to the photos or the photos themselves can be inserted into the running text if they are to be linked to specific passages in the text, but as this might affect the resolution the photos, the photos should always be sent separately, as well.
Identification of the author(s)
We would like all relevant information about the authors of our articles – full name, title, e-mail address and relevant websites. Also, we favour bringing an ultra short – max. 50-60 words – micro-biography as an introduction to our articles; where have the authors worked and what have they done.