July 24, 2020 - Expat in Kaliningrad, Russia

**Mick Hart’s totally biased review of bottled beers* in Kaliningrad (or how to live without British real ale!)**

Article 4: Gold Mine Beer

Published: 24 July 2020

The bottled beer that I am reviewing today goes by the very enticing name of Gold Mine. As with all beers in this series of reviews, they are widely available throughout Kaliningrad, Russia, from most supermarkets, and, as with all of the beers that I intend to review here, they have been selected on an ad-hoc basis. Why did I choose Gold Mine? Because I liked the name and the label.

Previous articles in this series:
Bottled Beer in Kaliningrad
Variety of Beer in Kaliningrad
Cedar Wood Beer in Kaliningrad

Labelling and product presentation plays a crucial role in leveraging purchasing decisions at every level, but is particularly important when it comes to impulse purchasing an unknown, untried and untested brand of, in this case, beer without recommendation or information to act as a guide.

The seductability value of a bottled beer’s label design is especially important if you are operating on a quick-decision buy-it-now basis. Nowhere is this more true if you are buying a beer that is produced in a country that is not your home country, where you may have no knowledge of, or only an elementary grasp of, the written language of that country. In this case, your purchasing decision will almost certainly be made according to visual appeal. In my case, as my command of the Russian language is limited, as is the time that we have on this Earth, making a purchasing decision from what is written on the bottle would leave me little time to drink it before its sell by date expired. So, for me here in Russia, labelling, as well as beer strength (since even I can read the percentage on the bottle), are the two criteria that I use before parting with my rubles.

Marketing wise, Gold Mine is great. The label has a retro feel to it, which is bound to be attractive to an old vintage and antique dealer like myself who has never moved out of the past. The label, which is unsurprisingly gold coloured, has an American bias. The words Gold Mine Beer (in English) romp brassily across the front of a dark-blue and gold-rimmed shield, reminiscent of a 1960s’ US police officer’s badge. The shield is surmounted by a New York City skyscape, a group of sketched skyscrapers and big city office blocks, one bearing the word ‘Urban’ written sideways and travelling vertically and another, in bold, ‘Light’. The US city design continues as a series of abstract shapes and line-drawn tower blocks that fade in and out of the golden background. The collar label above wears a complementary image, denoting skyscraper and suspension bridge together with the words ‘100% Light Beer’ and ‘fresh’, ‘premium’. What does all this mean? Well, nothing much, but the words are in different weights and scripts and as my Russian wife would say, when she gets her words in a mucking fuddle, it good looks.

We do not buy beer to look at the label, do we? That is about as daft as suggesting that we buy anything with alcohol in it to drink sensibly, because if we wanted to do that we would confine ourselves to mineral water, but, at the risk of repeating myself and sounding vaguely sexist, when it comes to trying something new appearance is everything and a bit more besides.

Leering at it in the supermarket cooler it occurred to me that if the product delivered as much as the labelling, it would be a darn good drink.

So, I bought it. Took it home. Retired with it to my gentleman’s drinking room, Mick’s Place, secreted in the attic, and plumbed the depths.

Gold Mine Beer in Kaliningrad

Verdict: Gold Mine Beer does have a colour that lives up to its name. It is a light, golden, lager beer. I have seen it described as crisp, but I would disagree with that: it has a soft, mellow taste with a standard, traditional lager finish. There is also a faint after taste, but not exciting enough for me to want to write home about it. Having said that, the texture is quite full bodied. It suits my palate in that its carbonation soon gives out, so it does not fizz up one’s nose like a glass of Andrew’s Liver Salts (sorry for mentioning the liver in a beer review).

Would I drink it again?

Yes. A 1.35 litre bottle retails in our local store for about 90 rubles (just over a quid). It is not the bees’ knees of beers but then neither is it the roadman’s wellingtons. It is drinkable and more. Real ale connoisseurs may well have a problem with it, but I suspect seasoned lager drinkers used to finding less ‘gold in them thar pilsners’ than they would like, might reasonably discover when prospecting this brand that it was good enough to bottle it.

😁TRAINSPOTTING & ANORAKS
Name of Beer: Gold Mine Beer
Brewer: World Beers
Where it is brewed: California, USA
Bottle capacity: 1.35 litres
Strength: 4.5%
Price: It cost me about 90 rubles (98 pence)
Appearance: You won’t believe it ~ Gold
Aroma: Corny
Taste: Soft, traditional, light-coloured lager tang with one or two hops struggling to the surface
Fizz amplitude: 6/10
Label/Marketing: As good as, if not better than, gold
Would you buy it again? Yes. But I wouldn’t go looking for it

*Note that the beers that feature in this review series only include bottled beer types that are routinely sold through supermarket outlets and in no way reflect the variety of beer and/or quality available in Kaliningrad from speciality outlets and/or through bars and restaurants.