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Ice beer became an essential part of a brewer's portfolio, as each company sought to expand its market by imitating the hugely successful introduction of 'lite' beers. In their rush to add an ice beer to their portfolio many companies simplified the brewing process, freezing the beer until ice crystals formed, but then allowing the crystals to melt before continuing with their normal brewing process. This undermined the image of the beer for many consumers, and limited its retail success. |
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