Since 2006, the Kyodoshoji Co Ltd has been testing many of the beers brewed at the COEDO brewery by the International Taste & Quality Institute.  They have been awarded each year with 1, 2 or 3 golden  stars Superior Taste Awards.  Specially the Coedo Beniaka brand, which has received 3 golden stars in 2007, 2008 & 2009 and has therefore been honored by a Crystal Award. In this video, the CEO of the company, Mr Shigeharu Asagiri, is explaining how he has used the Superior Taste Awards to build and increase  trust of the customers in the Coedo brands.

Getting bored of the so many competitions and awards one can register its products to without knowing exactly how serious they are?   Here is a easy to read, straight to the point, no frills  presentation of what the International Taste & Quality Institute is all about and how serious and neutral the jury’s act.  It explains eventually how worthful a Superior Taste Award can be for your Quality Manager (to improve your products), for the sales executives (fantastic sales argument) and for the marketing department (a great communication tool) .   Special thanks to our trainee Alexandra who, as a communication graduate,  was able to summarize all the wheareabouts of our organization in an enjoyable and attractive way .

An interesting interview of Mr Jean-Louis Sohet, International Marketing Manager which shows the main reasons why, after having had successful awarded products in the past years (see  here), the company decided to enter a wide range of products again this year.

This year, next to the usual presentation of the tasting sessions itself, we included escerpts of some conversations we had with producers form Japan, Spain and Belgium , who told us how a Superior Taste Award can bring lot of added value to their products.

This new video will be standard on our website from now on.   But here you can see it already in internet Premiere.   The world premiere showing of it took place at the Awards Ceremony of the 26th of May, in Brussels, Belgium.

Please do not hesitate to post your comments, to say waht you like and what you dislike, to give us some suggestions …  Have a nice time.

Matteo Ghiringhelli, best Sommelier of Italy, third of the European Championship, is dreaming of a world title.   He is since 3 years one of  the the panel members of the  drink jury at iTQi.

read article on him published in Le Figaro Magazine of 16 april 2011 (only in French)