The Brewers Journal May~June 2021, iss 3 vol 7

THE MAGAZINE FOR THE PROFESSIONAL BREWING INDUSTRY

BREWERS

J O U R N A L

MAY~JUNE 2021 | VOLUME 7, ISSUE 3 ISSN 2059-6669

VOCATION BREWERY Crafting a UK powerhouse

in Hebden Bridge, Yorkshire 14 | LIGHT BEER: A PLACE IN YOUR RANGE?

36 | IN INTERVIEW: COLIN STRONGE

73 | HOPS: FOCUS ON THE LATEST SOIL TECHNOLOGY

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HERE WE GO

S

o, here we are. Outdoor

ing far more comprehensive measures

hospitality, on the most part

to keep people safe than other sectors

has reopened.

have.

Visitors to beer gardens, benches, and outdoor

So I hope this month brings you a

shack-style pods were greeted with a

long-overdue boost to business, whether

welcome dose of blissful spring sunshine

you’re a brewery supplying these estab-

during April.

lishments or the venues pouring these beers and making lots of people happy.

And while the weather might not have played ball in much of Scotland, it did lit-

In this issue of The Brewers Journal, we

tle to dampen the appetite from patrons

speak to Matthew Howgate, Richard

to enjoy a pint.

Stenson and the team at Vocation Brewery in Hebden Bridge.

The opportunity to imbibe a beer from draught dispense, often in the company

Started as something of a lifestyle busi-

of others, is part of life many of us would

ness but one that’s grown to become

have taken for granted previously, but

much, much more, Vocation Brewery

one we certainly appreciated every mo-

is a name known across the UK. For a

ment over the latter part of last month.

business long held back by capacity constraints, the Yorkshire outfit is ready to

It was a genuine joy to sit down and have

show the world of beer what it’s all about.

a drink in the on-trade. In the interest of research, this involved beers on keg,

Elsewhere, the last year has been one of

cask, bottle, can and, of course, a very

change for all of us; in both our personal,

nice G&T, too.

and professional lives. For Matt Clarke and Michelle Gay, that meant leaving the

And I think that pub and bar operators,

brewery they knew and loved to start

and their truly-brilliant teams, have

afresh. And with Lakes Brew Co, they are

done a fantastic job in keeping up with

set on doing things their own way. Turn to

the pent-up demand, a clamour further

page 58 to find our more.

catalysed by the aforementioned spots of

LEADER

warm weather.

brewersjournal.info

In this edition we also speak to Colin Stronge, the head brewer at Salt Beer

The pandemic has meant many of these

Factory. If you’ve enjoyed a beer from

pub and restaurant owners have seen a

the UK modern brewing industry, then

wealth of workers leave the hospitality in-

there’s a good chance you’ve enjoyed a

dustry, so to successfully satiate so many

beer created, or collaborated on, by Colin

consumers on a backdrop of various

Stronge.

restrictions should be applauded.

We discuss how the business has overcome the challenges of the last 12

And, of course, this month restrictions are

months, why breweries should be doing

relaxed once more with indoor hospitality

more to improve their QC and look back

allowed to open. While a beer outside

at some of the seminal beers he’s helped

has scratched many an itch, I’m sure

brew.

most of us are eager to enjoy a beer in the confines of our favourite establish-

As always, there is also much, much

ments once more.

more, to boot. Good luck to everyone this month and for those on the horizon.

Hospitality, as we know, as been unfairly victimised throughout this pandemic with

Tim Sheahan

pubs, bars and restaurants implement-

Editor

MAY~JUNE 2021

|

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MAY~JUNE 2021

CONTENTS

Trending | Light Beer Why light beer should play a role in your brewery

14

Dear John John Keeling on communicating with the on-trade

20

Comments Dispense - Tips for pint perfection Workforce - Looking after your team Packaging - A sustainable approach Distribution - Protecting your liquid assets

22 27 31 34

The Big Interview | Colin Stronge Salt’s head brewer on QC, lockdown and beyond

36

Brewery Tour | Vocation Brewery The rise, and rise, of Yorkshire’s Vocation Brewery

42

Focus | Packaging How digital printing could revolutionise canning

51

Brewery Tour | Lakes Brew Co The team at Lakes Brew Co on starting again

58

Focus | Software Why management software can pay dividends

60

Meet The Brewer | Werewolf Beer Rich White talks London’s newest brewery

68

Ingredients | Hops Brook House Hops on soil analysis technology

73

Technology | Equipment insight The latest installs and product launches

77

73

Ingredients | Hops

Davide Compagno of Brook House Hops discusses the latest soil analysis technology.

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BREWERS JOURNAL

58

CONTACTS

Brewery Tour | Lakes Brew Co

How Matt Clarke, Michelle Gay and the team at Lakes Brew Co are starting again.

Tim Sheahan Editor tim@rebymedia.com +44 (0)1442 780 592 Velo Mitrovich Deputy Editor velo@rebymedia.com +44 (0)1442 780 591 Josh Henderson Head of sales josh@rebymedia.com +44 (0)1442 780 594 Jon Young Publisher jon@rebymedia.com Reby Media 42 Crouchfield, Hemel Hempstead, Herts, HP1 1PA, UK

42

Brewery Tour | Vocation Brewery

A brewery that started as a lifestyle business, but one that has grown to be so much more, Vocation Brewery of Hebden Bridge has become a powerhouse in UK brewing.

36 The Big Interview | Colin Stronge

The head brewer at Salt Beer Factory talks QC, navigating the pandemic and brewing great beer.

brewersjournal.info

SUBSCRIPTIONS The Brewers Journal is a published six times a year and mailed every January, March, May, July, September and November. Subscriptions can be purchased for six issues. Prices for single issue subscriptions or back issues can be obtained by emailing: subscribe@rebymedia.com

UK & IRELAND £29 INTERNATIONAL £49 The content of The Brewers Journal is subject to copyright. However, if you would like to obtain copies of an article for marketing purposes high-quality reprints can be supplied to your specification.

Please contact the advertising team for full details of this service. The Brewers Journal is printed at Manson Group, St Albans, UK.

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or any information storage or retrieval system, without the express prior written consent of the publisher. The Brewers Journal ISSN 2059-6650 is published bimonthly by Reby Media, 42 Crouchfield, Hemel Hempstead, Hertfordshire, HP1 1PA. Subscription records are maintained at Reby Media, 42 Crouchfield, Hemel Hempstead, Hertfordshire, HP1 1PA. The Brewers Journal accepts no responsibility for the accuracy of statements or opinion given within the Journal that is not the expressly designated opinion of the Journal or its publishers. Those opinions expressed in areas other than editorial comment may not be taken as being the opinion of the Journal or its staff, and the aforementioned accept no responsibility or liability for actions that arise therefrom.

MAY~JUNE 2021

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BREW BY NUMBERS TO OPEN GREENWICH BREWERY

B

THEAKSTON BEST BITTER MAKES CAN FORAY T&R Theakston, the Masham-based brewery, has announced that its bestselling cask ale, Theakston Best Bitter, will now be available in can form.

It’s the first time in a generation that Best

rew By Numbers is to open a new taproom and brewery at Morden

Bitter has been available in a can. The

Wharf on Greenwich Peninsula.

brewery made the choice to invest in

They will occupy a 6,000 sq ft space in a refurbished warehouse next

new packaging formats to meet consum-

to the River Thames, as part of the wider regeneration of the industrial

er demand, following an increase in both

site into a new mixed-use neighbourhood.

off-trade and direct to consumer online

Brew By Numbers currently operates three sites at 79 & 75 Enid Street in Ber-

sales due to the coronavirus lockdowns.

mondsey and Bellenden Road in Peckham, and has released more than 400 beers since its establishment in 2012.

Theakston Best Bitter cans have a con-

Having secured investment through crowdfunding, it is looking to expand its food

firmed listing in Morrison’s stores across

and retail offer to complement its taproom experience and create an all-day desti-

Yorkshire and with specialist wholesaler,

nation at Morden Wharf.

Filshill, with more listings expected in

Tom Hutchings, co-founder of Brew By Numbers, said: “We’ve spent a lot of time

due course.

looking for the perfect place to deliver our long-term goal of providing one of the best drinking experiences in London.

The latest launch follows Theakston’s

“Morden Wharf is a unique site that offers us that opportunity, whilst also reflecting

decision to make its famous Old Peculier

the industrial heritage of our current locations in Bermondsey and Peckham.

ale available in cans to UK consumers in the off-trade in April 2020.

The success of this decision, exceeding commercial sales volume expectations, prompted the brewery to also introduce Best Bitter in cans.

Both the Best Bitter and Old Peculier cans were awarded a silver medal at the 2021 London Beer Competition last month.

Simon Theakston, joint managing director at T&R Theakston, said: “Our approach as a business is to be forward-thinking, whilst also being respectful of preserving traditional methods to brew premium quality, distinctive ales.

“We are all super excited to use the additional space to expand our range and

“During the closure of pubs, we looked to

continue on our commitment to exploratory brewing with investment in new state

develop our sales channels and increase

of the art equipment.

our off-trade and D2C sales, and the rein-

“The views of the Thames and across south east London are incredible; giving us

troduction of Best Bitter cans is the latest

the perfect backdrop to summer drinking, foodie events and small beer festivals.”

development in that strategy.

The Brew By Numbers taproom and brewery at Morden Wharf will sit on the site of

“We also know that our consumer base

a historic pub, The Sea Witch, that was destroyed during the Second World War.

is also becoming increasingly conscious

Both will offer fantastic views of the Maritime Greenwich World Heritage Site and

of sustainability, so our recyclable cans

Canary Wharf across the River Thames, as well as across the new riverside park

reflect this growing interest in the envi-

and beach on the site.

ronmental benefits of canned drinks.”

brewersjournal.info

MAY~JUNE 2021

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11

MOLSON COORS GOES 100% RENEWABLE

Molson Coors has become the first major brewer in the UK to produce all of its beers and ciders using 100% renewable electricity.

The business has signed a Power Purchase Agreement (PPA) with RWE, one of the world’s leading renewable energy companies, to supply its UK operations with electricity generated from the Tween Bridge wind farm in South Yorkshire.

Under the terms of the 10-year agreement RWE will deliver around 75 gigawatt hours of green electricity per year.

The 22 turbines at Tween Bridge will provide the electricity required to power all of Molson Coors’ UK sites, including the breweries at Burton, Tadcaster and Sharps in Cornwall, as well as the Aspall Cyder House in Suffolk, all offices, the national distribution centre and the national call centre in Cardiff.

The long-term agreement means that, for the first time, all of the more than 1 billion pints Molson Coors produces in the UK in an average year will be made with electricity from 100% renewable sources.

YEAST NUTRITION FOR CLEAN FERMENTATION

sary addition to Lallemand Brewing’s

leadership across its four UK taproom

portfolio of yeast nutrient solutions to

venues, including the flagship Little Crea-

help overcome difficult brewing process

tures Tap & Brewery at King’s Cross.

conditions.

“Craft beer is an extremely exciting and

AB Vickers YeastLife O is available in 2

creative space but after ten years of

kg sachets with a recommended pitch

growth, numbers of drinkers have slowed

AB Vickers has launched a new product

rate of 40g/hl to 250 g/hl, depending on

down as the sector has saturated with

for reliable and clean fermentation.

application.

similar looking brands and designs and

AB Vickers YeastLife O is the result of intensive research & development work on fermentation process, with attention to the yeast nutritional aspect of sugar-based fermented beverages including hard seltzer, cider, mead and high gravity

LION LITTLE WORLD HIRES FOR CRAFT BEER DRIVE

beer.

it’s become harder to understand and differentiate,” said Mooney.

“Our consumer research indicates that non-craft beer drinkers see barriers to trying craft beer with over half unfamiliar with brands and a further third either feel-

On top of solving nutritional requirements

Lion Little World Beverages has an-

ing craft brands have confusingly unclear

to avoid sluggish and stuck fermentation,

nounced the appointment of Adrian

styles and names or are too pretentious.

YeastLife O has been formulated to avoid

Mooney as Marketing Director for Europe

This year, we have tripled our marketing

off flavour and improve mouthfeel.

and Asia.

budget to underline our commitment to

With a 100% organic nitrogen source

It’s a move designed to accelerate take-

growing the category.”

and exclusively bio-available vitamins

up of craft beer amongst consumers and

Mooney brings with him strong entrepre-

&minerals, YeastLife O is suitable for use

in underdeveloped trade sectors.

neurial and brand building experience,

in organic alcoholic beverages.

Mooney’s hire comes alongside appoint-

having run a start-up for two years in

Framed within the AB Vickers product

ments he has made across digital and

London as well as Marketing Director

line, YeastLife O represents a neces-

social media and a revamp of hospitality

roles at Heinz, McVitie’s and Britvic.

12

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MAY~JUNE 2021

BREWERS JOURNAL

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Yeast Vitality

Bretanomycese Counting

A LOVE OF LIGHT? IT’S BEEN SAID THAT DRINKING LIGHT BEER IS LIKE EATING CHOCOLATE CAKE WITHOUT THE CHOCOLATE. THAT IT’S FINE FOR DRINKERS WHO DON’T KNOW THEIR BEER, BUT NOT FOR THE REST OF US. BUT THE FACT IS, WE’VE BEEN DRINKING LIGHT FOR YEARS IN THE UK – SO WHY NOT START MAKING MONEY WITH IT. VELO MITROVICH REPORTS

Y

ou’d think that with light

Bud Light is brewed here at 3.5% ABV;

beer being the world’s

Carlsberg is 3.8% ABV and Carling is 3.7%

best-selling category

ABV. As far as calories go, the difference

of suds, it would be the

between Bud Light and Carling is less

easiest thing in the world

than a single potato crisp. In a 500ml can

to describe. But, nothing is clear when it

of Bud Light there are 155 kcal; Carling

comes to light.

has 165; and Carlsberg has 185 – or 2 1/2

What defines light beer? Is it the

potato crisps more than Bud Light.

calories in it – go below some magic number and it’s suddenly light? Is it

If both low-calorie Brewdog’s Lightspeed

the ABV percentage? The amount of

and Beavertown’s Space-Born were

carbohydrates?

in 500ml cans instead of 330ml,

There are no hard and fast rules, nothing

their alcohol and calories would be:

that will have a government regulator

Lightspeed 4% ABV with 143 kcal/

chasing after you if you decide to call

Space-Born 4% ABV and 148 kcal.

your latest pastry stout ‘Rocky Road

To throw a low-to-no alcohol beer

Light’.

into the mix, Beavertown’s 0.3% ABV Lazer Crush has 38 kcal in 500ml. For

The only thing not confusing about the

comparison, Beavertown’s flagship beer

category is the amount of money that Big

Gamma Ray has 5.4% ABV and 235 kcal

Beer is making off the light label. How

per 500ml.

much? Billions and billions and more billions.

So, as to what exactly defines a light

Let’s just say that with Coors, it finally

beer – calories, ABV, or carbs – a strong

dawned on the massive brewery that

argument can be made that it is all in the

more people were drinking Coors Light

eyes of the brewer and the marketing

than regular Coors. They dropped ‘Light’

team.

from the label and now Coors Light is just Coors.

What can’t be argued is the giant market for light beer, being the most popular

In the States, craft brewers were tired

beer style in the world. This is only going

of seeing Big Beer rake in the profits so

to continue with younger drinkers today

now they are coming up with their own

– including those in the UK – preferring

light versions. Here, both Brewdog and

light beers.

Beavertown have released light beers in

Much like how Brewdog and Beavertown

recent times.

have entered the fray here, so too in the States craft brewers are coming up with

But, come in a bit closer and we’ll let in

light beer styles.

on a secret. Light beer has been here already for a long time – and we’re not

WHEN LIGHT STRUCK

talking about Bud Lite or any of the

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MAY~JUNE 2021

others with ‘Light’ on the label. No, we’re

Why this style took off in the States from

talking about beers that chances are,

the 1970s and on, while not elsewhere

you’ve and those you loved have drank

is due to the heavy influence that lager

on more than one occasion.

already had in the USA.

While you might now be screaming “Tell

To make the jump from Budweiser

me in ain’t so”, if it’s Carlsberg, Carling,

to Bud Light is a pretty small leap, as

Holsten Pils, or other crisp, refreshing

opposed going from a hoppy IPA or real

lagers you favour, you’ve been drinking

ale to Miller Lite.

more or less the equivalent of a US light

Up until the 1850s, British-style beers

beer. The proof is in the can.

were the most common in the US,

BREWERS JOURNAL

the market. However, by 1880, almost all breweries were owned by German immigrants, and German-style lager made up nearly 90 percent of the market.

The US beer industry was then hit by the triple-whammy of Prohibition, the Great Depression, and World War II. After the dust settled in the 1950s, beer production was controlled by a handful of beer giants, all producing lager.

The first time the term ‘light’ was stuck next to a beer was when for a very short period, Coors Brewing Company sold Coors Light for a brief time in the 1940s, just before the US entered World War II. In 1967, USA’s Rheingold Brewery launched a 4.2% ABV pale lager and called it Gablinger’s Diet Beer, as a beer for people dieting. Not surprising with a name like that, the beer did terrible in sales.

The recipe was given to a Chicago

TRENDING

accounting for around 80 percent of

brewery, Meister Brau, who sold the beer as Meister Brau Lite. Meister Brau was bought by the Miller Brewing Company, which relaunched the beer in 1972 as Miller Lite. There has been no going back.

Coors followed with Coors Light in 1978 and Budweiser joined the fray in 1982 with Bud Light. By the late 1990s, Bud Light had become the largest beer brand sold in the United States.

In 1992 through the early 2000s when the Atkins low carbohydrate diet was in full swing, low carbs was a major marketing ploy.

While the low carb market took a temporary dive when the Atkins diet stopped being the flavour of the month, Michelob Ultra was an exception due to marketing genius (see ‘Crown jewel in light’).

Although a majority of us would struggle finding a key difference between the three major light beers, differences are flagged during Super Bowl ads every year. In 2019, MillerCoors sued Anheuser-Busch for what it claimed was a misleading Super Bowl ad campaign, which mocked Coors Light and Miller Lite

brewersjournal.info

MAY~JUNE 2021

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15

over the use of corn syrup.

numerous techniques for achieving this, with final success recipes guarded very,

All three are lightly flavoured and very

very closely.

dry, made with large proportions of adjunct cereals replacing barley malt.

While US regulations do not affect us

With a fairly low ABV and light hop

in anyway unless you’re planning on

bitterness, “refreshing” is how many

exporting to the States, they do help

would describe them – the sort of beer

explain what brewing processes are

you could drink a quantity of on a hot

trying to achieve.

summer’s day without feeling bloated.

For any product to label itself ‘Light’, Combine this with massive advertising

according to the US Food & Drug

campaigns and it’s no wonder why light

Administration, it has to show that it has a

beers lead the pack in the States. The

significant reduction in calories from the

question is, however, can light beer fly

original product, with ‘significant’ meaning

here?

at least 33 percent fewer calories.

Looking to the near-future, this is almost

The FDA passed this in an attempt to rein

a certainty that it will. While older British

in manufacturers who were doing things

drinkers prefer stronger and more bitter

such as taking their regular bread, cutting

“light” must have a statement of average

tasting beers, the younger generation

the slices thinner and – abracadabra –

analysis on the container that includes

does not.

diet bread. Others weren’t even going this

the contents per serving for calories, fat,

far, just taking their regular product and

carbohydrates, and protein.

During the 2017 UK university school

labelling it light.

Despite all this confusion, light beer in

year, Yoyo payment and loyalty app listed students’ most popular beers based on

While you’d think then this would be

the United States has become the largest

their buying habits. Carlsberg was the

fairly clear with light beer, it’s not. Beer,

selling segment of the beer market.

most popular beer, with Coors Light and

like all US alcohol products, are under

Bud Light in the top five.

the rules of the Alcohol and Tobacco Tax

As a reference, alcohol has seven

and Trade Bureau (TBB) – not the FDA –

calories per gram – around 14 grams per

and enforced by the Bureau of Alcohol

average 500ml of beer (98 kcal) – and

MAKING IT

Tobacco Firearms (ATF).

carbohydrates contain four calories per

To almost a one, US craft brewers

At first the TBB said that for a beer to call

gram, or around 18-19 grams (72-76 kcal)

entering the light beer market have found

itself light, it had to have a meaningful

per 500ml beer.

it harder to make a decent tasting low

reduction in calories when compared to

calorie/low carbohydrate beer than they

the full-strength version.

If you’re cynical and have scorn for you customers, the easiest way to produce a

originally thought it would be. There are But, did the full-strength version have to

reduced calo-rie/carbohydrate beer is to

be on the market or could it be a one-off

bottle or can it in the smallest containers

whipped up in a brewery laboratory?

you have, a trick that was done in the

What if you were only brewing low

States with snack foods before the FDA

calorie beer and you then had nothing

made the one-third rule.

to compare it to? Could you still call

Or, you could create ridiculously small

it “Light”? And, what exactly was a

suggested serving sizes. It’s doubtful

meaningful reduction?

many of us would only eat half a small bag of crisps, a third of a chocolate bar

These questions had no answers and in

or drink half a pint and save the rest for

ATF Ruling 79-19, they threw in the towel.

tomorrow.

“In reviewing its position, the Bureau has found that specifying the caloric

The easiest method to make a real

content of the product in comparison to

reduction is to just add water to the

the brewer’s regular product is no longer

finished beer without any change in the

essential to give the consumer a point of

recipe or brewing process. While this

reference.”

does not give the best results as far as flavour and quality, by far it’s the quickest

The one thing that the TTB has put its

and simplest method that is used.

teeth into is requiring that beers labelled

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MAY~JUNE 2021

BREWERS JOURNAL

Or, you could just try to make it lighter as a whole. This could be done by switching

THE LOW CAL CROWN JEWEL

the grains to wheat, corn or rice which ferment more completely, leaving behind

While Budweiser may be “the King of Beers”, Anheuser-Busch’s Michelob Ultra is

less residual carbs. The alcohol could

the one seen by many to be the top light beer and the one to use as your brewing

be attacked on its own by using a higher

standard. But, by any stretch, it didn’t start out this way.

fermentation temperature.

The original Michelob was first brewed by Adolphus Busch in 1896 with the idea of making it a beer for those with a more refined sense of taste, in other words,

Another option is to extend the mashing

not working class stiffs. After it was pasteurised in 1961 by Anheuser-Busch, it was

process so that the natural enzymes

shipped throughout the USA, but it always had a bit of an identity problem.

in barley break down as much of the carbohydrate material as possible into

At first it was bottled in unique “teardrop bottles” to make it stand out from other

simple sugars. These sugars are then

beers, but finally in 1966 it went into cans. There was a dark version, a light-beer

fermented by the yeast into alcohol and

version in 1978, and always with an ad campaign that made it seem like a superior

carbon dioxide. After dilution with water, a

beer compared to Budweiser, Miller and Coors. But, was it worth the few cents

light beer is the result.

more? In 2002 Anheuser-Busch released Michelob Ultra, again searching for a Michelob market. Made with just 95-calories per 340ml, 2.6 grams of carbohy-

You can also put exogenous brewing

drates, at 4.2% ABV, it was envisioned that Ultra would be drunk by Boomers who

enzymes into the mash or fermenting

were trying to lose weight on the Atkins Diet – “Lose the carbs. Not the taste.”

beer to break down most of the carbohydrates to simple sugars.

This campaign was like any other lacklustre attempt for Michelob until someone

The sugars are then fermented by the

brilliant at Anheuser-Busch’s marketing department decided that Michelob Ultra

yeast to alcohol and carbon dioxide.

was actually a sports drink in disguise, perfect for athletic, calorie-counting con-

Again, dilute with water to bring down the

servatives. (That’s right. In a 2019 study on alcohol preferences among American

alcohol, carb and calorie content.

voters, the Republicans’ beer of choice is Michelob Ultra. Democrats, on-the-other-hand, prefer Corona and other Mexican lagers.)

For an in-depth look at enzymes used

Sports figures were brought in to plug Michelob Ultra and Anheuser-Busch used it

in brewing, Alan Windhausen, head

to sponsor marathons.

brewer at Holiday Brewing, gave a talk at the Craft Brewers Conference entitled

Speaking to Fortune, Spiros Malandrakis, head of alcoholic drinks at research firm

‘Practical Enzymatic Brewing’. Excellent notes can be found online.

Whichever method is used, craft brewers in the States have found that considerable experimentation needs to be made if you want to produce a light beer that’s not light in flavour.

In creating its Flyjack low-cal IPA, Firestone Walker used Strata hops and an expressive yeast strain to create a flavourled light beer.

With Dogfish Head’s Slight Misty, the brewers used monk fruit as backsweetening to build flavour and body without adding calories.

In a podcast, Andy Farrell of Bell’s

Euromonitor International, said Michelob Ultra capitalised on the rising trend of

Brewery discussed how Bell’s achieved

health and wellness more than any other premium lager. “Running, marathons, and

Light Hearted Ale, a low-calorie IPA.

a healthy lifestyle — that wasn’t typically focused on beer.”

According to Farrell, while the use of

Today there are four versions of Michelob Ultra: Original; Pure Gold, which is cer-

enzymes allows a brewer to create a very

tified organic; Infusions, which is flavoured with exotic fruit such as lime & prickly

dry beer with low carbs, adding enzymes

pear cactus; and Amber Max, a gluten-reduced version of the beer made with

did not fit in the brewery’s ethos which

“three ancient grains”. US and international sales are over $1 billion and it’s the

is centred on only water, malt, hops and

third-largest beer brand in the USA, putting it behind Bud Light and Coors Light

yeast.

(now rebranded as just Coors).

brewersjournal.info

MAY~JUNE 2021

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17

YEAST FOR LOW CARB LAGERS Yeast company Fermentis says that it has just released a special active dry yeast and enzyme mix, which it claims is “perfect” for low carb dry lager beers, including Session beers.

SafBrew LD-20 combines a strong popular lager yeast strain with a precisely selected enzyme to help brewers create typical lagers that are lower in carbohydrates and calories.

By having both elements in the same product, brewers are not required to pitch two times and can pitch directly

intestine when gluten is ingested. Some

into the wort if desired

people believe they simple have gluten

Coors has dropped ‘Light’ from the label and now Coors Light is just Coors

sensitivities or intolerances.

Most beers, regardless of their potential bitterness or acidity, are gener-

A keto diet is one with very low

bills to pay, he choose horror – a well-

ally high in sugar content (complex

carbohydrates and is high in fat. It was

established market – and wrote ‘Carrie.’

carbohydrates).

created as a way to help treat epilepsy, particular among children, where it has

For years craft brewers have

Depending on the specific beer they

been proven to reduce the number of

concentrated on finding their own unique

want to brew, SafBrew LD-20 lets

seizures by at least half in around 50

place in the craft beer market, instead

brewers drop the sugar con-tent in

percent.

of looking at the big beer picture and

their wort by up to 20 percent, creat-

seeing what market share they can take.

ing a beer that will contain up to 20

People noticed that it was next to

“For my business to succeed, all I have

percent less sugars that a beer fer-

impossible not to lose weight while on it

to do is to make a great tasting beer

mented with a standard yeast strain,

and it became popular with dieters. Only

and customers will beat a path to my

claims Fermentis.

beers with very low carbs can be drunk

brewery’s door,” brewer after brewer has

while on this diet.

thought.

YOUR TURN

If only it was that easy.

Farrell says they had around 10 tries

Some years back in an interview, horror

No matter what your feelings are towards

before they even attempted a trial run.

writer Stephen King said he’s been

light beer, they’re here to stay. For over

Challenges included not being left with a

accused of writing McDonald’s – not

20-years, Big Beer has been making a

heavy hop flavour due to its low ABV and

literary work – an idea he embraces.

fortune off them around the world. And if you’ve been looking at developments

trying to get the right balance in malt.

That was achieved by using a two-row,

“People say that their favourite cut of

across the Pond at the massive growth

pale-ale malt, 40L crystal malt, along

beef is fillet mignon, but each day a lot

of hard seltzers, don’t think of these

with a little Munich malt.

more people eat McDonald’s than steaks.

low cal/low carb drinks as something

Besides low calorie/low carbohydrate

I am the literary equivalent of a Big Mac

completely different and unique, see

beers, there are beers made for those on

and fries,” he said.

them as just another light beer.

When he first started writing, he was a

Craft brewers here and in the States are

A dedicated gluten-free beer is

supply teacher, living with his wife and

beginning to give consumers light beer

made with ingredients such as millet,

kids in a trailer in Maine. He’d sit next

that actually tastes good, while keeping

buckwheat or chestnuts. Around one

to an ever-running washing machine,

calories and carbohydrates low. If you

in 100 people worldwide believe they

balance a typewriter on his lap and

want to take a chunk out of Big Beer’s

have celiac disease, an autoimmune

write. King could have tried writing the

market, now is the time.

disease that leads to damage in the small

great American novel, but instead with

a gluten-free diet or keto diet.

18

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MAY~JUNE 2021

BREWERS JOURNAL

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IS THERE LIGHT AT THE END OF THE TUNNEL OR JUST SOMEONE WITH A TORCH?

DEAR JOHN

THE REOPENING OF HOSPITALITY MARKS AN IMPORTANT TIME FOR PUBS, BARS AND BREWERIES. JOHN KEELING, THE FORMER HEAD BREWER AT WEST LONDON’S FULLER’S, IS LOOKING FORWARD TO A GREAT PINT OF CASK IN SOME OF HIS FAVOURITE PUBS. BUT DRINKING AT HOME LOCKDOWN HAS ALSO OPENED JOHN’S EYES TO OTHER EXCELLENT BEER, TOO.

20

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MAY~JUNE 2021

I

write this a couple of days before

So, my current league table of beers are

the outside opening of pubs. I

1) Cask beer

have already booked in lunches

2) Bottle conditioned English IPAs and

on the 13th April, to try a newly-

ESBs

refurbished and reopened pub.

3) Canned lager 4) American style IPA

On the 16th I’ll visit an old friend, the Red Lion Barnes, and again to the Red Lion

Controversial, I know.

on the 23rd to meet members of the Asahi team to chat through their exciting

Obviously, with the opening of pubs we

plans (cask beer definitely on the agenda

can enjoy draught beer once more. So,

for that one).

at this point it would be worth a look at

Now, everybody can see that this is an

what a brewery can do to get their beer

incredibly important time for breweries

into pubs.

and for pubs, two things that are close to

Communication, branding and message

my heart and to yours too, dear reader.

are hugely important in getting your beer

However, before I get onto them, I would

noticed then of course the flavour and

like to briefly talk about ale and lager.

quality ensure repeat purchases.

Now, it is a well-known fact that I am a

If the landlord knows about your beer

great fan of cask ale. The beer is simply

before you even walk through the door

the best drink I have ever experienced.

then it helps enormously. Reputation

However there has been a big problem in

and the maintenance of that particular

lock down, I could not get any!

reputation are key.

That is why every brewery should have

So, what did I do? Well, I ordered some

a philosophy and vision that is easily

cans of lager.

understood and communicated.

To be absolutely truthful I have been

Every employee who understands

trying a whole host of different beers

the philosophy of the brewery is an

from a number of different breweries

ambassador for the brewery. Every

and I must admit ale is good in cans

drinker is a future ambassador for your

especially the stronger beers like ESB.

brewery, too.

I have had a number of good versions of that beer which pleases me no end. One

The big problem for craft brewers is

thing I have certainly noted is how well-

distribution. Reputation will help unlock

suited lager is to can and bottle.

distribution. If you solely use price to buy distribution then ultimately, it’s just a race

I have never been anti-lager and would

to the bottom.

happily drink the beers in places such

Without a decent profit, service and

as Germany travelling on business or on

quality will be sacrificed. Your brewery

holiday.

will last as long as you are willing to

However, I avoided many of the brewed

pump your savings in.

in Britain versions, the advent of craft has changed this and there are several British

It’s been a hard time for breweries and

breweries producing very drinkable

only the ones with access to small pack

versions.

are doing any business. But think of the

BREWERS JOURNAL

Communication, branding and message are hugely important in getting your beer noticed, then of course the flavour and quality ensures repeat purchases” After a fruitless time checking the beer at the pump and in the cellar, talking to the cellar staff ensuring they followed the proper process, we checked all the beer lines.

No answer.

Then the pub was due to open at lunchtime and the first pints were due to be served. We sat around despondently not knowing what to do.

Then as the first pints were being served a tray of hot pork pies appeared bearing the sign best pork pies in Manchester. pubs, no business at all.

Both can also help each other, the

I always judge pubs by their service and

landlord provides good feedback on the

Everybody who bought a pint bought a

beer quality. I know other people have

brewer’s beer, and the brewer helps the

pie. As the beer was being drunk and the

different criteria but for me, it’s a case of

landlord with training in how to manage

pie eaten at the same time, the head and

service and beer quality.

their beer and dispense equipment.

the pork fat mixed together and the head rapidly disappeared. We had the answer

I did notice after the first lockdown that cask beer in particular was in fine form

The brewer should always remember

wherever I went.

that they will get the blame just as much

to our problem.

as the landlord for poor beer.

I learnt two important lessons from this,

I put this down to restricted choice and

The landlord should remember that a

1) how important it is to go and observe

improved throughput which, I hope, is a

beer is not just about the price but also

what is happening 2) for some problems

lesson landlords have learnt.

about what the customer wants.

the cure is worse than the problem.

partnership between the landlord and

I remember in my early days at Wilsons

That day I enjoyed a pie and a pint of

the brewer, both have to do their jobs

brewery, a particular pub could not get

headless Great Northern Bitter for lunch.

well for the beer to be in top form.

a head on the beer. I was part of a team

Cask beer above all others is a

dispatched to solve the problem.

brewersjournal.info

MAY~JUNE 2021

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21

SIX ELEMENTS OF PINT PERFECTION WITH HOSPITALITY REOPENING, HERE ARE SIX ELEMENTS TO CONSIDER WHEN STORING AND SERVING BEAUTIFUL BEER, FROM JEFF SINGER, COMMERCIAL MANAGER AT BEER PIPER

A

fter the rockiest period

demonstrated that premium craft beer

for many a decade, the

sales were up 22.8% over the last two

hospitality community are

years. It also pointed towards the fact that

eager to pick themselves

the premiumisation trend is driving new

up and get set for a return

product launches in beer - with almost

to trading, as the UK slowly eases out of

half (47%) of the new launches in the

the Covid19 restrictions.

category being craft beer, and another fifth (22%) being premium beers such as

Despite the road map out of lockdown

world lagers.

including a roll-out of dates for the On Trade, there are still many uncertainties.

It’s clear from research such as this that

The plan has given the industry some

publicans and bar owners need to take

glimmers of hope, though, and with

on board the trend for premium beers

better weather on the horizon and the

when assessing their range before re-

vaccine roll-out ahead of schedule, it’s

opening.

a good time to gear up for a summer of

And, if premium beers are on the menu,

much-needed success.

then looking after the beer and ensuring

COMMENT

a perfect pint every time is critical - in

22

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MAY~JUNE 2021

With that in mind, this time can be used

fact, according to SIBA’s British Craft Beer

to make some changes that can have an

Report 2020, a staggering 94% of ale

impact on the success of pubs and bars

drinkers say the most important factor in

when would have finally reopened their

choosing a pub is beer quality.

doors to the public, in April for outdoors and 17th May for indoors if all goes to

Here are six elements to consider when

plan.

storing and serving beautiful beer:

Since the first national lockdown back

A STELLAR CELLAR

in March 2020, the UK’s drinking habits have shifted. With the On Trade closed

The cellar is the true engine room of the

for much of 2020 and 2021 to date,

pub or bar, and should be treated as

consumers have been buying into more

such . Your bar may offer great cocktails

premium products from the Off Trade.

or even fabulous food, but if you want to

Sales of premium beers, wines and

keep the beer drinkers coming back, your

spirits have all rocketed, as drinkers have

cellar needs to be up to scratch and run

looked for ways to treat themselves at

like a well-tuned machine.

home.

Cleanliness is king in the cellar, which According to Nielsen Scantrack and the

needs to be cleaned thoroughly at least

CGA, beer was one of the big winners of

once a week with the correct sanitising

the 2020 lock-down period, with value

products.

sales up £737m compared to the same

Regular cleaning will prevent the build up

period in 2019. Premium beers grew

of bacteria and also help the air quality to

faster than standard beer up £452m,

remain tip top. Both of these things can

compared to £164m.

affect beer quality, as dirt and unclean air

This is backed up by the CGA’s Drinks

can make beer go off.

Premiumisation Report 2020, which

Additionally, maintaining and cleaning

BREWERS JOURNAL

equipment, especially coolers, will ensure that they do their job properly and avoid build-ups of dust and grease which can, again, can contaminate beer and affect quality.

It’s also worth knowing how to cellar certain beer types. Cask ale especially needs to undergo con-ditioning in the cellar - it needs to be stored and settled correctly before serving to ensure it hits pint perfection.

The passion that brewers put into their craft and cask ales is incredible, and cellaring well is really the last step in the process to ensure drinkers have that blissful “ahh” moment with the first sip!

To always ensure a gorgeous pint, there are other things that can help, too.

Turning off the beer gas to all beer lines every night will reduce the possibility of over-carbonating the beer in the barrels, which can also lead to excessive fobbing while serving.

At the front of the bar, removing all nozzles and sparklers every night and ensuring they are all washed, cleaned and sanitised with sanitiser tablets and left to soak overnight, and covering all dis-pense taps (minus sparklers) each night with cling film or “sponge/brush bungs” to create a physi-cal barrier will prevent contamination from natural yeast airborne bacteria and beer flies.

Reviewing the stock-turn of every stock item held is also a good plan, and one to think hard about before re-opening.

Ideally you should be aiming for a full stock turnover of each SKU every two weeks.

Consider removing any SKU’s that struggle to meet this threshold - You need to balance the benefit of offering your customers a wide choice of product against the cost of writing off stock that has passed its best before date.

It’s worth knowing that the BII offers cellar management courses for senior management and staff, and ensuring that at least one person is fully up to scratch with cellar maintenance knowledge can only be a good thing. Certainly something to think about before summer.

brewersjournal.info

MAY~JUNE 2021

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23

TEST THE TEMPERATURE

chemicals, something that is of utmost

cocktails! A perfectly pulled pint makes

importance during the current climate.

a huge difference to a seasoned beer drinker, who will no doubt be looking out

Remote coolers are used to take the temperature of the beer down from

As well as keeping beer lines spotless,

cellar temperature (of around 12oC)

the system allows bar managers and

to the correct dispense temperature

landlords to save waste because they

Glasses should be held at 45 degrees,

and, as with your cellar cooling unit,

can serve the beer in the lines that is

and held without touching the beer

remote coolers should be kept running

normally thrown away as part of a “ma-

nozzle. As the beer is pulled into the

constantly.

nual” line clean.

glass, it should be gradually tipped back

This can lead to huge savings behind the

to an upright position to allow the head of

If beer temperature rises above 12

bar. The BP4 system also eliminates the

the beer to build up nicely.

degrees, then bacteria can breed and

need for time-consuming manual line

Hand-pulled pints are pulled in a similar

the risk of fobbing - the foaming of beer

cleans, meaning that staff members are

way, but this can be a real art form for

during processing and dispense - sky

free to get on with additional activi-ties.

some bartenders and can take a while to perfect!

rockets. Additionally, harsh fluctuations in temperature can also affect the beer

for the flawless pour as they look on.

SPOT-ON GLASSWARE ADVERTISED TO CUSTOMERS

quality.

It goes without saying that glasses When it comes to serving temperature,

need to be cleaned until they are

Because of the nation’s passion

then it really depends on the beer. It’s

spotless, preferably in a hot pot wash

for craft beers and artisan drinks,

recommended by Cask Marque that you

or dishwasher, and then left to return to

younger drinkers especially like to be

should serve standard lagers and keg

room temperature before using.

knowledgeable about the products they

beers between 5-8°C to stay cold and

The choice of glass also matters for

are drinking, so training bar staff to know

refreshing.

serving beer, and with so many different

their stuff is a no brainer.

Traditional cask ale on the other hand

draft beers available, the glass choice

should be dispensed at a temperature

really can make a difference to the taste

As well as training staff members to be

of between 10-14°C to allow for the fresh

of the beer you’re selling.

expert baristas and mixologists, consider

and vibrant aromas.

Of course, most breweries will have

sending them to craft beer breweries and

a recommended and branded glass,

distilleries for brands that you stock so

perfected for their product to maximise

they can find out more behind the scenes

the customer’s enjoyment, but if you

and enhance their knowledge.

There really is no point in offering a

find yourself without these resources, it’s

This will enable them to pass on their

delicious array of craft and cask ales and

worth taking the time to think about how

expertise to customers regarding flavour

cellaring them well, only to serve them

your customer will enjoy their drink to

profiles, interesting combinations and

through unclean beer lines.

optimum satisfaction.

even food matches.

BRILLIANT BEER LINES

With your nose determining much of the Unclean beer lines can result in beer

taste of your beer, it’s important to pick a

Additionally, think about how you

becoming infected with bacteria and wild

glass that suits the drink’s carbonation -

advertise your range of beers to

yeasts, which will spoil the aroma and

which can affect its aroma and therefore

customers at point of purchase. Consider

flavour of the beer and produce carbon

taste.

investing in a chalkboard where you can

dioxide which results in fobbing.

Traditional ales tend to be served in

write up the daily or weekly beer range -

Poor line cleaning can also result in

wider, straight glasses, as they have

and ra-ther than just write the names of

build-ups of things like mould, beer

little carbonation. Howev-er, Pilsners or

the beers and the price of the pint, add

stone and limescale - all of which can

Lagers are often best served in narrower,

a little flavour with some tasting notes

also affect the taste and quality of your

rounded glasses that help them to keep

and information on the beer’s origin and

beer.

their carbonation and keep the pint

brewery.

cooler for longer.

Last year, Beer Piper launched a

Customers usually watch their pints

This type of information will give

revolutionary, game-changing system to

being pulled, and the correct glassware

customers an insight into each beer and

help pubs, bars and hos-pitality outlets

will add to the experi-ence, whetting the

allow them to explore the range and

save money, save waste and pull perfect

appetite and awakening the senses as

make informed choices.

pints.

the beer hits the bottom of the glass.

The BP4 beer line cleaning system

PULLED TO PERFECTION

It can also be repurposed for your social media channels, where you can utilise photography, video and other content to

ensures that beer lines are cleaned to extremely high standards at regular

It’s critical that bartenders are well trained

market your products and services to a

intervals with environmentally-friendly

in pulling pints, as well as creating fancy

local audience.

24

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MAY~JUNE 2021

BREWERS JOURNAL

Sustainable brewing begins with Muntons

We supply the lowest carbon malt in the world, and we can prove it. With our extensive data we can help you map your carbon impact for raw materials and tell your sustainability story.

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At Muntons we are: • Proud to manufacture malt that comes from 100% sustainable barley*

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• Charting an ambitious plan to be carbon neutral before 2050

• Thinking full circle. We convert our waste into products that are reusable within our supply chain

R E N O W N E D F O R T H E M A N U FA C T U R E A N D S U P P LY O F 1 0 0 % S U S TA I N A B L E , P R E M I U M Q U A L I T Y M A LT S MUNTONS DIRECT SALES DAVID HANNAH Brewing & Distilling Malt Sales Manager Scotland & Northern England 07525 809093 david.hannah@muntons.com twitter @MuntonsDavid

ADAM DARNES Brewing & Distilling Malt Sales Manager Midlands, Yorkshire & Lancashire 07795 920922 adam.darnes@muntons.com twitter @MuntonsAdam

JOSEPH FIFIELD Brewing & Distilling Malt Sales Manager London, Southern England & Wales 07583 048935 joseph.fifield@muntons.com twitter @MuntonsJoe

M U N TO N S . C O M

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MONITOR MENTAL HEALTH THERE ARE A NUMBER OF THINGS EMPLOYERS IN THE BREWING INDUSTRY COULD BE DOING RIGHT NOW TO IMMEDIATELY HELP SUPPORT THE MENTAL HEALTH OF THEIR WORKFORCES. HERE DANIEL STANDER, EMPLOYMENT LAWYER AT VEDDER PRICE LLP, PRESENTS A FEW, NONEXHAUSTIVE, IDEAS.

M

ental Health

With the stresses of isolation, job

Awareness Week has

security, bereavement, and a great

just taken place earlier

many other concerns, it is important

this month. This year’s

to appreciate that employees who

theme is “nature” –

are experiencing a developing mental

something that will no doubt chime with

health issue or a worsening of an existing

many in the brewing industry.

condition will not always approach

The process of brewing is, after all, all

their employer with the problem neatly

about harnessing natural processes in

labelled.

order to make the most of the resources with which we have been provided.

And, if they reach out, not all businesses

This year, of course, many may have a

will know how to respond. The line

new found appreciation for nature and for

between stress and a clinical mental

the world around them.

health condition can be difficult to establish.

With the weather improving, and outdoor

It is vital for employers to understand

hospitality having already opened up on

and appreciate the difference between

12th April, communities across the UK are

the “normal” stresses that everyone goes

taking the opportunity to get out there

through and lives with, and damaging

and to enjoy a drink with those closest to

stress that can lead to more serious

them after a long winter spent at home.

and long-lasting conditions and to take

COMMENT

action when signs of the latter present

brewersjournal.info

VALUE MENTAL HEALTH

themselves.

Research indicates that, on average, 1 in 4

There are a number of things employers

people experience a mental health issue

in the brewing industry could be doing

in the course of a year. Over the course

right now to immediately help support

of our lives, it is highly likely that we will

the mental health of their workforces.

either develop mental ill-health ourselves

Here are a few, non-exhaustive, ideas:

or know someone who does.

No matter how big, or small, the

In employment terms, mental ill-health

business, or how far along the business

is responsible for 72 million working days

may be with its wellbeing strategy, it is

lost, costing employers £34.9 billion each

important that the fundamentals are not

year.

taken for granted.

During 2018/2019, stress, depression or

Although society has made great strides

anxiety were responsible for 44% of all

in recent years, it is still the case that

cases of work-related ill health and 54%

talking about mental health does not

of all working days lost due to health

come naturally to some or is something

issues.

they are not comfortable with, mental

It is clear that the Covid-19 pandemic

health issues often being perceived

has only exacerbated the scale of the

differently to physical issues.

mental ill-health crisis, with the number

Start by better acquainting employees

of employees experiencing symptoms

with mental health and wellbeing

of ill-mental health increasing by 33% in

as a concept. Simply engaging with

2020.

employees at this fundamental level

Employers in the brewing industry will be

is often the first step in working to strip

acutely aware of the additional mental

away stigma and start to nurture a more

health challenges that Covid-19 has

open culture.

posed.

This can mean running lunchtime

MAY~JUNE 2021

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27

sessions or inviting colleagues or external

first aiders (or “champions”) – do people

speakers into the workplace to get staff

know who they are and how they can be

talking about mental health. It can also

approached? Are the champions aware

coincide with signing up to external

of any policies they should be referring to

initiatives such as “Time to Change” or

as they carry out their role?

“My Whole Self.”

Are there supports in place to assist

By involving senior leadership in

and protect the champions’ own mental

disseminating these messages, and by

health? If you have an Employee

leading from the top, employees can

Assistance Programme, is this actively

be more confident that they will not be

being utilised by the workforce, and if

thought less of, or treated unfavourably,

not, why not?

for speaking up.

The charity Mind and Mental Health

INVEST IN TRAINING

First Aid England both provide access to resources (many of which are free

In addition to leadership, managers have

of charge) which can be used to help

a similarly key role to play. Managers are

raise awareness and, ultimately, strip

often the conduit between the employee

away stigma and discrimination which

and the business, and it is crucial that

unfortunately still works to undermine

managers are equipped with the skills

effective communication around mental

not only to pre-emptively reduce the

health.

The line between stress and a clinical mental health condition can be difficult to establish,” Daniel Stander, Vedder Price LLP

risk of issues arising (such as training on how to avoid workforce burnout) but

The government’s Covid-19 mental

to be able to effectively spot signs and

health and wellbeing recovery action

symptoms of someone struggling where

plan refers to the “Hub of Hope” database

others have all made news by embracing

an issue does occur, and to approach any

which combines grassroots and national

company “wellness days,” no-meeting

such issues with empathy.

mental health services in one place,

days, better access to mental health

including contact details for urgent

resources, care packages, encouraging

mental health helplines.

regular breaks or the taking of time off to

Clearly, this is an area which must be approached with caution given the

switch off from work.

potential legal risks of getting it wrong

The database, which can be downloaded

when engaging in difficult and sensitive

as an app, helps individuals find the

These initiatives have worked to foster a

conversations.

nearest source of support for any mental

feel-good atmosphere at their respective

Employers who are serious about scaling

health issue, from depression and anxiety

companies.

up their mental health and wellbeing

to post-traumatic stress disorder and

strategy should flag training their

suicidal thoughts, as well as providing

The diversity of the initiatives above

managers in the art of effective, non-

a ‘talk now’ button connecting users

demonstrates that there is no one size fits

judgmental communication as a high

directly to the Samaritans.

all approach that need be adopted.

priority issue.

Instead, with communication, empathy To set the right tone for the business,

GET CREATIVE

and create opportunities for employees

and understanding playing just as important a role at the agenda-

to feel more comfortable talking about

In addition to the tried and tested

setting level as they do in one-on-one

mental health, it is worth considering

measures set out above, 2020/21 has

conversation, employers stand to reap

what internal and external supports are

seen an increasing trend in organisations

the rewards of engaging with their staff

available, and, work to signpost these

seeking creative solutions to show their

and learning which measures would

(regularly and not just during Mental

workforces that they “get it” regarding

make a real difference in the context of

Health Awareness Week!).

wellbeing. A raft of household names,

their business.

including the likes of Brewdog, Channel Internal supports are your mental health

28

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MAY~JUNE 2021

4, Linkedin, Kelloggs, Timpsons and

BREWERS JOURNAL

Make the right kind of impact

#RedefiningPackaging

Beer packaging that gets you online quickly and safely Right now, selling online isn’t just an option, it’s a must. That’s why our packaging experts have been busy supporting brewers like you, crafting innovative ecommerce solutions that get your products safely into your customers’ hands. And because everything we produce is 100% recyclable, you get to boost sales whilst minimising your impact on the planet too.

Let us help you increase your online sales today at dssmith.com/beer-and-cider

BREWERY START-UPS & EXPANSIONS ON-SITE OR REMOTE Q.A. SURVEYS TECHNICAL SUPPORT & TROUBLESHOOTING ON-SITE TRAINING, RESIDENTIAL & VIRTUAL TRAINING COURSES CONTACT US FOR 2021 COURSE DATES Rob Smith & David Smith Rob: 07966 693097 / David: 07970 629552 enquiries@brewingservices.co.uk www.brewingservices.co.uk

Variety is the spice of life With so much choice, how do we make consumers into fans, making the decision to buy so much easier?

We know it takes building a story to elevate and position you, the craft of design and some strategic thinking!

We’re driven by working with brave clients who share our ambitious mindset and hunger to build unstoppable brands.

Let’s work together…

United by Design Brand and design agency Building brands together hello@unitedbydesign.co unitedbydesign.co

A SUSTAINABLE SIP BUSINESS BRILLIANCE NEED NOT COME AT THE COST OF THE ENVIRONMENT AND

BY REMOVING PLASTIC OUT OF PACKAGING, REDUCING THE CARBON IMPACT IN THE SUPPLY CHAIN AND REDUCING THE END-OF-LIFE IMPACT OF PACKAGING, WE CAN HAVE OUR BEER AND DRINK IT TOO, EXPLAINS ADAM PLATTS, SALES DIRECTOR AT DS SMITH PACKAGING UK

E

urope produces over 20 million tonnes of plastic packaging each year and 8 million tonnes of plastic waste enters our oceans

annually, in fact, experts predict that by weight there will be as much plastic as fish by 2050.

At DS Smith, we have already developed over 650 designs that replace plastic and have identified areas within supermarkets where a staggering 1.5 million tonnes of plastic could be substituted with more sustainable cardboard alternatives by 2030. sustainably too, especially to remain Indeed, sustainability does not start or

competitive.

stop with packaging – we continually work with our customers to ensure we

For example, one of the UK’s major

design for recyclability, design out waste

retailers has pledged to remove 1 billion

and pollution from the outset of the

pieces of plastic from its stores by the

supply chain and create packaging suited

end of 2020 which meant family-owned

to a circular economy.

brewery, Theakstons, needed to reject

This includes every application in beer

plastic and use 100% recyclable material

and cider packaging for our brewery

in order to obtain a can listing in stores.

customers too.

COMMENT

As such, the 194-year-old company

brewersjournal.info

SUSTAINABILITY AND BEER

adapted to the times and declined plastic can high-cones in favour of DS Smith’s

We recently partnered with world leading

100% recyclable can topper for its world

consumer research company Ipsos

famous Old Perculier ale, with over 1

MORI to explore consumer attitudes

million cans expected to be sold by one

towards sustainable packaging since the

major retailer each year.

Covid-19 pandemic – 85% of consumers

As a key collaborative partner, DS Smith

want to buy products which-use ‘as little

delivered from brief to production in just

packaging as possible’ and 43% feeling

6 weeks worked with brand designers

guilty about ordering items online which

to ensure a distinctive 100% coverage of

arrive with too much or unsustainable

black ink matched the Theakston’s Old

packaging.

Peculier can – a key design element that

The results are clear: those brands

captured the history and feel of a much

and retailers who place importance on

beloved brewery.

sustainable packaging now, will reap the rewards in the future.

MOVING THE BEER

And, supermarkets and breweries are

A typical product journey has to survive

taking note of this public attitude. With

up to 50 touch points and we help

Europe consuming 20% of the world’s

breweries of all sizes to protect products

beer the beer market is expected to

at each touchpoint in the journey as

grow 9.4% annually, businesses large and

sustainably as possible.

small need to ensure they’re growing

Using technology that protects against

MAY~JUNE 2021

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31

Covid-19 may have advanced the evolution of alcohol sales by up to 3 years.

all kinds of drops, impacts, shocks,

too, proving huge cost savings to the

with consumers and a key part of the

crushes and shakes is imperative – and

customer.

unboxing experience – it can even affect

we draw on insight from customers

whether consumers post positively about

BEER SELLS

their purchase on social channels.

stresses a package can receive across

We know the value of pushing our

Indeed, In the past five years, EU

the ecommerce supply chain.

customers’ sustainability message:

breweries have seen an 85% increase

the location and clarity of packaging

in consumption; and industry insiders

On the journey, on average, 55% of each

information such as materials used and

suggest that Covid-19 may have

cardboard box is empty or filled with

how-to-recycle is essential.

advanced the evolution of alcohol sales

unnecessary packaging, leading to 122

Our research indicates there are two

by up to 3 years.

million tonnes of CO2 being emitted by

main locations where consumers look

Having products in-store with pertinent

shipping empty space each year. A small

for information. On-shelf, where 70% of

messages is important but breweries

change to package design however can

purchase decisions are made, and on

cannot afford to bury their heads in the

create huge benefits that have a knock-

the primary packaging, where 53% of

sand when it comes to engaging with

on effect across the supply chain.

consumers are looking for informational

new channels to sell their products to

This is why we work with our partners

messages on the products themselves.

customers, the e-commerce channel

and the logistics industry to accurately replicate the most severe strains and

to create tailored ‘distribution efficient’

included, especially when venturing out

packaging, that cuts carbon footprint

When it comes to good branding, the

and reduces delivery miles. Striking the

medium is as important as the message.

balance between cutting down excess

In the consumer goods industry,

At DS Smith, our innovations in

packaging and protecting products in

packaging has long stopped only

e-commerce packaging design, robust

transit is paramount.

carrying functional messages.

testing methods, and unrivalled insight

Today, brands are looking to make a

into European supply chain complexities

By making the switch away from heavy-

deeper, more emotional connection with

ensure our customers have scalable

weight cardboard packs to lighter

their consumers and we’re seeing brands

packaging solutions that enable them to

alternatives, the packaging volume and

engage with their customers on a wholly

get online quickly and safely.

weight can be reduced.

new level.

This cuts down on the number of

is less common.

Business brilliance need not come at the

deliveries to the breweries. For example,

Businesses only get one chance to

cost of the environment and by removing

for one major brewery customer, this

make a first impression and packaging

plastic out of packaging, reducing

created a 35% decrease in the number

solutions that can be personalised with

the carbon impact in the supply chain

of pallets being delivered to their

inside print, ensure it is a good one.

and reducing the end-of-life impact of

warehouses – which enabled 35% less

Messages written within boxes are now

packaging, we can have our beer and

warehousing space, light, and heat

essential means of creating relationships

drink it too

32

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MAY~JUNE 2021

BREWERS JOURNAL

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PROTECT OUR LIQUID ASSETS GLOBAL SMART KEG RENTAL COMPANY KEGSTAR CELEBRATES HOW WELL THE INDUSTRY HAS RALLIED TOGETHER TO PROTECT THE ASSETS THAT SO MANY PEOPLE ENJOY.

A

s applause rang out for the

makes us feel stronger.

UK’s key workers at 8pm each Thursday evening

“This is as true in our business life as it is

during the first lockdown,

in our communities when faced with an

the sense that we were

indiscriminate threat like Covid-19.”

all in this together was palpable. While that heady ‘Dunkirk’ spirit might have

The industry saw a number of campaigns

waned slightly in subsequent months,

set up to support or raise awareness for

communities have still predominantly

the plight faced by many of its members

shown a united front in observing social

– causes such as Fair4Hospitality, United

distancing guidelines, wearing masks

We Stand, Pedalling for Pubs and Pubs

and supporting the old and vulnerable

Matter.

with food deliveries and beyond.

COMMENT

Kegstar played its own small part by

34

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MAY~JUNE 2021

Businesses too have largely

launching its ‘Don’t Write Off Reach

demonstrated good practice – making

Out’ campaign. The idea was simple:

allowances for home schooling, self-

businesses, like people in general, are

isolation and understanding how

often too proud to share their problems

lockdown and remote working could

or to ask for help, so Kegstar wanted

affect physical and mental well-being.

to encourage regular dialogue with its customers to ensure that help could be

Kegstar was quick to recognise that

given early on to those that needed it.

lockdown required action that was significantly different to a ‘business as

“We got in touch with our customers,

normal’ approach. There would inevitably

by phone, social media and via email

be job losses and closures across the

newsletters to see how they were getting

industry, but lockdown also offered

on,” adds Bleakley. “And if there were

an opportunity for brewers, pubs and

issues, we were committed to working

suppliers to pull together and come out

through them together and flexing the

of the pandemic stronger than we went

business to meet their needs.

in.

“Brewing and hospitality, its suppliers James Bleakley, Kegstar’s general

and people, were all thrown into a

manager for UK and Europe, explains:

tough situation together. We all had

“Lockdown taught us that as individuals

our own thoughts and feelings on

we are vulnerable, but when we all unite

COVID-19 and the resulting lockdowns,

with the same goals, we quickly find a

creating some really personable and

sense of hope and togetherness that

honest conversations with customers

BREWERS JOURNAL

and partners on how we could keep

shared on social media, they soon began

to do everything in our power to protect

punching together and better understand

to attract and benefit a wider audience,

our assets – the business, our staff, our

the good people behind the businesses

with many Kegstar customers also taking

customers and our industry – as well as

we work with.”

part.

reducing costs where possible.

A similar approach was taken internally

The firm’s ‘Work from Somewhere’

to keep on punching, get the job done

with Kegstar’s global teams in Australia,

drive was equally designed to promote

and be in the best shape possible for

New Zealand, the US, Netherlands and

togetherness and teamwork. Colleagues

when this is all over.”

UK, most of whom have been working

were encouraged to meet up, where

remotely for the past year.

government guidelines allowed, for

Once the trade fully reopens, Kegstar

Very much a people-first business,

socially distanced walks or occasional

is looking forward to getting back to

Kegstar’s culture and working life is

meet-ups in the office.

normal levels of service, delivering and

“All along we were encouraging everyone

collecting its smart kegs to and from

based around ping-pong. With ping-

producers and venues of all sizes.

pong tables in all of its offices, Kegstar

Where physical proximity was not

believes they not only encourage team

possible, staff could attend a bi-weekly

bonding and physical exercise but that

Virtual Campfire where, from the comfort

Thankfully, the way the industry has

they also help in finding headspace and

of their own armchairs, they could

rallied means that it will potentially

solutions for customers.

socialise online with colleagues and

emerge stronger and more efficient than

share a beer or two. As Bleakley points

it was before the pandemic hit.

But with the tables mothballed during

out, some things have just not been

lockdown, the company needed a

possible during the pandemic, so the

But, if you ask anyone at Kegstar what

replacement. So it launched ‘Fitstar’, a

company merely looked for ways in

they are personally relishing most,

daily exercise challenge to encourage

which it could employ best practice to

they are united in their answer: it is the

friendly competition, health & fitness and

make the most out of what was possible.

prospect of freely sharing a beer and some bonhomie in person, rather than

mental well-being.

As these Fitstar exploits, along with

“It’s all about controlling the

virtually. Some traditions, after all, have

activities like Zoom quizzes, became

controllables,” he said. “We knew we had

lasted centuries for a very good reason.

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Brewers-Journal-190x125mm.indd 1

brewersjournal.info

19.04.21 16:56

MAY~JUNE 2021

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35

COLIN STRONGE THE BIG INTERVIEW

IF YOU’VE ENJOYED A BEER FROM THE UK MODERN BREWING INDUSTRY, THEN THERE’S A GOOD CHANCE YOU’VE ENJOYED A BEER CREATED, OR COLLABORATED ON, BY COLIN STRONGE. WE SPEAK TO STRONGE, THE HEAD BREWER AT SALT BEER FACTORY, TO DISCUSS HOW THE BUSINESS HAS OVERCOME THE CHALLENGES OF THE LAST 12 MONTHS, WHY BREWERIES SHOULD BE DOING MORE TO IMPROVE THEIR QC AND LOOK BACK AT SOME OF THE SEMINAL BEERS HE’S HELPED BREW.

36

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MAY~JUNE 2021

T

o make a mark in your field

following three years planning, the same

of expertise once is a sign

level of care and attention that went into

of hard work and, perhaps,

the brewery build, is evident in the beers

good fortune. To do that

they produce, too.

regularly shows there’s

more at play than a bit of luck.

Thanks, in no small part, to head brewer Stronge. Following a career that has

Whether you’re in sports, a musician or

taken in those earlier breweries, Colin is

maybe a director, to hit the mark time

now showcasing his wealth of expertise

and time again shows that you’re a

at Shipley’s own Salt Beer Factory.

professional and a master of your art.

Joining the business at the start of 2019,

Not only that, but there’s likely to be

Stronge had a good year under his belt

a grateful audience out there that

before, like so many others, he and the

appreciates and enjoys your work.

business had to adjust to everything 2020 threw at them.

For a great brewer this dialogue is no different, and for the longest time, brilliant

“It was crazy,” he recalls. “We had some

brewers have loathed the term “rock star”

staff on furlough because we weren’t

brewer.

entirely sure how much work there was

And who can blame them? You can

going to be. Along with that, my wife

guarantee Colin Stronge, would be the

and I went through some odd working

first to shun such a title.

patterns so we could look after our child so that was all pretty exhausting!”

But there’s no denying the absolute quality of the beers Stronge has

During the four days a week he spent in

produced in his career to date. Not bad

the brewery, Stronge would find himself

for someone who, in his own words, fell

double brewing most days with one

into brewing by accident.

spent transferring beer to Ossett Brewery (Salt’s parent brewery) for canning.

To anyone that knows even a little bit about the modern beer scene, breweries

“We were turning out a fair amount of

such as Buxton, Black Isle, Marble and

beer,” he says.

Northern Monk are synonymous with well-made, quality beers.

With hospitality shuttered for much of the last year, the team’s approach to

But you can also add Salt Beer Factory

brewing in lockdown would, in part, be

to that list, too. Founded in 2018, they’re

informed by the brewery’s other sales

a little newer than some of the names

channels, which includes bottle shops

we’ve just mentioned.

and supermarkets.

However, for a business that opened

BREWERS JOURNAL

“With Ossett running 26 pubs, you had the best part of 400 people on furlough.

We ended up being the only part of the brewery really bringing any money into the business,” Stronge explains. “So the pressure was on to keep the cash flow coming in. Thankfully beers such as Ikat, our DDH Double IPA, really took off in Tesco. That was a real help.”

Stronge would find himself brewing Ikat on a regular basis, alongside beers such as its Citra NEIPA Jnr and Huckaback NEIPA in order to fulfil demand while also allowing him to crop yeast from.

As they got into their groove, Salt would utilise rare free tank time to brew some of its Vermont Session series of IPAs, each showcasing different hop varieties. These beers would resonate with consumers and enabled Stronge to exhibit his abilities in the world of hop-forward, hazy Pales and IPAs. But after half a year making these type of beers non-stop, how can we put it, he was ready for a change.

“I remember speaking with our MD Ned (Nadir Zairi) and telling him I’m just so sick

leverage those channels. Look at the US,

of making IPA!” He laughs. “Yes I know it’s

for many breweries their idea of success

July, but let’s make a stout or something.”

is being listed in these huge nationwide chains.”

The team dutifully obliged and as the colder nights eventually drew in, they’d bring back a member of the brew team from furlough and resume making wealth of different beer styles to complement the hop-forward output that was serving the brewery so well during a challenging 2020.

“I’m a brewer so being able to explore is a real passion of mine. It really was a delight to be able to get back brewing

If the industry wants to continue to expand and continue to grow, then we can’t just be selling to the ‘bubble’”

For Stronge, it’s imperative that breweries do what is best for them and their goals as a company.

“If the industry wants to continue to expand and continue to grow, then we can’t just be selling to the ‘bubble’. We need to be selling to new customers,” he says. “I’m a passionate supporter of independent businesses, but what supports those independent businesses is getting people who buy mainstream

different beers,” he says.

“The reaction from some quarters to

brands into something different and

And beers from Salt Beer Factory have

selling your beer in supermarkets is

introducing them to this space. We need

garnered an ever-growing fan base

definitely less harsh than it was three

to drag them over to the independents

thanks, in part, to their presence on

or four years ago,” he recalls. “We had

and you can’t be doing that by sheer will

supermarket shelves. For Stronge, the

discussions in-house before we started

alone.”

ability to supply these channels has been

selling our beer in Tesco, namely around

an invaluable route to market for Salt in

the pros and cons of it all.

Stronge adds: “I think there’s a view in the craft beer bubble where people would

the last 12 months, be he’s also clear on the key role independent businesses play

“But I do think there is less of a stigma

prefer it if all of their favourite breweries

at the brewery, too.

surrounding it these days. It’s a viable

just appeared on the scene at five to 15

route to market for breweries that want to

barrels and never grew beyond that.

brewersjournal.info

MAY~JUNE 2021

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37

extract) from Baarth Haas.”

“But unfortunately that does not keep the brewery afloat. Sure, I’m no fan of just growing for the sake of growing but

For Stronge, it was important that this

I think their journey should be fluid and

strand of Salt’s output was anything

representative of the brewery’s goals and intentions.”

In addition to the wealth of well-received Pales and IPAs Salt has produced, they’ve also put out a number of different styles, too.

And with the brewery’s Hexagon Project, launched at the end of 2020, Stronge and his team are producing a diverse range beers - from the hop-forward to the dark

There’s also an absolute raft of chancers that’ll throw anything into a beer and release it without it being safe.”

stability needs to be front and centre of any beer the brewery puts out.

He muses: “It’s a very pertinent issue. I do believe that there is nowhere near enough QC across the craft beer industry.

There are certain breweries who do it immaculately well and will never release a beer until they’re 100% happy. You can buy that beer knowing it’s going to be “Those breweries should be lauded and

It’s a series of small-batch, untethered number of different ways.”

praised. But there’s also an absolute raft of chancers, that’ll throw anything into a

experiment with non-traditional brewing methods & ingredients to create layers of

And while the Hexagon Project launched

flavour, texture, body & mouthfeel.

with Barrel-aged Baltic Porters and

“The Hexagon Project was something

regardless of style, he places quality and

perfect every time.

and decadent. and diverse beers allows them to

verging on the predictable. But

beer and release it without it being safe.

Barleywines, it’s not all about high ABV

“Not only will it get out there and,

releases.

even beyond having to be like product recalled, it could explode and injure

we proposed last year, almost as a standpoint to the perception that we

“Those initial four releases were slightly

someone, all while still getting high

only make beer for supermarkets,” he

bigger, boozier, double figure ABV beers,

ratings online!

explains. “We wanted a series of beers

but following that we launched a 4.4%

“I would be absolutely ashen-faced and

that smaller, independent businesses

session IPA, which is a take on our Citra

totally ashamed if one of my beers got

might like to stock. And beers that enable

IPA using some different hop products

released in that shape. But there seems

us as brewers to express ourselves in a

such as Citra Spectrum (an oil-rich hop

to be an appetite for extreme beers, even

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BREWERS JOURNAL

Right: IKAT, a DDH DIPA, has proven to be a hit for the brewery during a challenging 12 months

Then came the question of branding.

“I distinctly remember attending the Mikkeller Beer Celebration, or the Copenhagen Beer Celebration as it was at the time. Henok told me that Karl (Grandin, Omnipollo co-founder) had an idea and took me to their stand.

those that are packaged poorly.

“And there was Karl sketching the bottle with this KKK thing on it and I was like:

“People will have the can explode then pop online to review it: ‘Yeah, man. Nearly blew my hand off five stars!!’.”

‘Oh my God, what?!’”

During his brewing career, Stronge has

The basis of the branding was the

helped create, refine and collaborate on

idea expressed by the colour yellow

a wealth of regarded and revered beers.

is cowardice. The challenge was to

One release he’s asked about time and

transpose this idea, and the breweries’

time again is Yellow Belly, a collaboration

sentiments around it, into a beer.

he carried out with Omnipollo during his The political situation throughout Europe

time at Buxton Brewery.

was in turmoil at the time with the And just like a musician producing a hit

presence of groups such as the National

song, he’s got used to speaking at this

Front, Sverigedemokraterna, British National Party, EDL and Dank Folkeparti.

legendary brew. An 11% Peanut Butter

However, they’d soon find themselves

and Biscuit Imperial Stout. Except one

going in a different direction and Henok

with no peanuts or biscuits in it.

Fentie, the co-founder of Omnipollo, was

Speaking to Buxton Brewery, Fentie

in town to help on a brewday.

said: “One thing that struck us while the preliminary political polls were being

“I have brewers come to me asking about that beer and think ‘Jesus that was years

“We went to Morrisons to stock up on

presented during election night was that

ago, give me a break!” he laughs. “But it

extra grapefruit and lime. We cleared the

the actual support for the Swedish fascist

was a fantastic beer, that I still love to this

shelves and even asked the staff if they

party was in reality 40% higher than what

day and it did a lot for my career, too.”

had anything else left around the back,”

people had disclosed when asked (face

he smiles. “If we were going to do it, we

to face) what they voted for just after

were going to do it properly.”

casting their ballot.

Rainbow Project, an initiative created by

Stronge adds: “We ended up back at

“At the same time the polls were more

Siren Craft Brew which brings together 14

the brewery zesting and juicing the fruit

or less accurate when it came to other

breweries to make seven collaborative

alongside my assistant at the time, Jake.

parties on the political scale.”

beers themed on the colours of the

“But during the day we started talking

rainbow.

about different beer styles and floated

In essence, although people vote

the idea of doing a beer that tasted as if

extreme right they are on average not as

In 2014, Buxton drew ‘Yellow’ out of

it had been barrel-aged when, in fact, it

prone to admitting to it as people voting

the hat and were paired up with the

had never seen a barrel.

for other parties are.

The beer came about as a result of Buxton Brewery’s participation in The

The conversation would soon shift to

Stockholm-based Omnipollo. However, the initial collaboration was going to be

“Henok discussed conversations he

the existence of the Ku Klux Klan, the

a beer that sits at the opposite of the

had been having with the University of

supremacist terrorist group that would

style spectrum to the beer they would

Stockholm on some flavouring concepts,

spread hate under the cover of disguise.

eventually release.

and it built from there.”

“The original release of beer was one that

A dialogue would continue before

“Some of the guys at Buxton did not want

later got released as Stolen Fruit. A sour

settling on a beer they knew they had to

to release that label at all, and there was

wheat beer brewed with juice and zest

make. A peanut and biscuit stout that was

a lot of discussion about regarding what

from three varieties of grapefruit and key

allergen-free and featured no peanut

we were going to do with it. The original

lime,” he recalls. “We figured everyone

nor biscuit. Stronge devised the grist bill

design didn’t have Yellow Belly written on

was going to be releasing big stouts so

while Fentie worked on the flavouring

the label either. Instead it was just going

thought we’d go in the other direction

side of the equation.

to be in the white bottle with a hood.

“It wasn’t an easy decision, says Stronge.

and take people by surprise.”

brewersjournal.info

MAY~JUNE 2021

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39

Above: Colin Stronge, April 2021 Right: Deep Rainbow Valley Stronge’s favourite beer he’s brewed

“And there was no way Buxton were

just happened that my friend Jay Krause,

going to allow it to be released in that

now of Cloudwater, had recently brewed

state. So the compromise was, we’d have

a 100% Brett-fermented IPA. He invited us

Yellow Belly written on the front of the

over to crop off that and it all worked out

wrapping. I genuinely thought we were

really nicely!”

going to get loads of hate mail from the US. But as far as I know, we never did. Or

Some six years on from the launch of that

maybe they just kept that from me!”

beer, Stronge has continued to make a mark in the wonderful world of brewing

Yellow Belly isn’t the only excellent

where he’s made his career.

collaboration in Stronge’s repertoire.

Another beer he produced during his

“Of course I have my moments.

time at Buxton Brewery was Deep

Sometimes you look at what’s going on

Rainbow Valley, a collaboration with

in the industry and ask what on earth is

Arizona Wilderness. And it’s one that’s

going on,” he laughs. “But I’ve learned

close to his heart.

to try and ignore things like infected or badly-packaged beers that perform so

The beer was a soured saison which was

well with online rating sites and the like.

infused with orange juice, wild foraged

Instead, I focus on what I enjoy drinking

gorse flowers and Amarillo hops before

and what I love brewing.

being bottled, corked and caged by hand with Brettanomyces yeast.

It was one of the first times we tried to something really big with Brett and it just worked really well.”

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MAY~JUNE 2021

“And that means things like great lagers and West Coast IPAs. But regardless of

It poured a clean orange colour with

the style, it’s about making beers that are

a large foamy head. Strong yeast and

as perfect as they can be. Unsurprisingly

wine esters in the aroma with tangerine,

I’m not in any way opposed to big

orange and tart citric notes. The flavour

flavours in beers. I love challenging what

is somewhat tart with notes of grapefruit,

flavours are and how they can present

lemon, white wine and apricots.

themselves in beer.

“It’s probably my favourite beer that I’ve

“But at the same time, I want to make

made. It was one of the first times we

sure that I’m not going to take anyone’s

tried to something really big with Brett

thumb off while I’m doing it!”

and it just worked really well,” he says. “It

BREWERS JOURNAL

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COMMITTED TO THE CRAFT STARTED AS SOMETHING OF A LIFESTYLE BUSINESS BUT ONE THAT’S GROWN TO BECOME MUCH, MUCH MORE, VOCATION BREWERY IS A NAME KNOWN BY MANY. BUT FOR A BUSINESS LONG HELD BACK BY CAPACITY CONSTRAINTS, THE HEBDEN BRIDGE OUTFIT IS READY TO SHOW THE WORLD OF BEER WHAT IT’S ALL ABOUT.

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MAY~JUNE 2021

T

he plan was to brew four times a week. I’d make the beer and someone else would deliver it and sell it.

That would make me more

than happy.

“It just all got a bit out of hand!”

When John Hickling started Vocation Brewery back in 2015, the idea was to run something he considered a lifestyle

BREWERS JOURNAL

business. But some six years on, that

brewing his own beer at home.

venture has grown to an operation that’s on course to produce 60,000HL over the

For Hickling, it was a revelation.

next 12 months.

Approval from friends inspired him to “I still marvel at it,” he smiles. “There

quit his job, sell his house and co-

wasn’t a calculated plan to get to this

found his first brewery in the shape of

point. But it has been a great journey to

Nottingham’s Blue Monkey 2008.

be part of, and that’s thanks to the hard work of the fantastic team we have here.”

But following five years with the brewery he had started with his uncle, Hickling

And for the 50-strong team that make

sold his stake and embarked on what

up Vocation Brewery in 2021, they’re

may come next.

That means improving their on-trade

That led him to start afresh in brewing,

presence, brewing an ever-increasing

which meant returning to his native

range of beers, growing its partnership

Yorkshire, and settling on an old chicken

with Hong Kong-based Gweilo Beer, and

shed in the the area of Cragg Vale. With

even building a new barrel store and

that, Vocation was born.

tasting room.

The brewery started out with four beers, Before beer, Vocation’s founder worked

all of which are produced to this day.

in IT. But a desire to create something

Bread & Butter is a 3.9% dry-hopped

more than spreadsheets led him to start

pale, there’s 5.3% pale ale Pride & Joy,

brewersjournal.info

BREWERY TOUR

ready to take this year by the horns.

MAY~JUNE 2021

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43

John Hickling, Matthew Howgate, Richard Stenson and Katie Smith: Hebden Bridge, April 2021

design shared by many of the brewery’s

Stenson adds: “I think John would admit

beers.

that he really wasn’t looking to run a big business, and the brewery was starting to

“One of the best decisions John made

grow a little bit out of his comfort zone. To

in the early days was to work with Robot

me, it felt that there was a real need for

Heart & Soul is a 4.4% session IPA while

Food (Leeds-based design agency),” says

someone to go in and perhaps work the

IPA Life & Death comes in at 6.5%.

Stenson. “I called him to discuss who was

long hours required to manage a growing

behind it and we ended up talking about

business like that.

Those beers would be launched on

his hopes and plans to sell the brewery’s

cask at the Old Gate, a popular bar and

beer via a taproom model at some point.”

restaurant some six miles away in the centre of market town Hebden Bridge.

“We had further discussions and I bought into the business a little more and said

“With my background in pubs, I know

that I would run things for him. And that’s

how challenging the landscape can be.

the way it has been the for the last three

“I remember when those beers came out.

John wanted a way to sell his beers, and

or four years.”

They probably weren’t perfect, but the

I wanted to open a new venue so we

branding was fantastic,” recalls Richard

decided to open a bar in Hebden Bridge

Stenson has been instrumental in the

Stenson, the proprietor of the Old Gate.

called Vocation & Co.”

brewery’s growth, heading up the

“I was keen to support John and put on

business side of Vocation. His expertise

a permanent line of a local brewery’s

But before going ahead with that

on this side of the operation has been

beers.”

Stenson, now Vocation Brewery’s

complemented by the brewing nous of

managing director, had another question.

head brewer Matthew Howgate.

the punchy 6.5% IPA Life & Death would

“I told John that if I’m going to open a bar

Celebrating his third year with the

be a beer he’d produce from time to

for him then I want a stake in his business.

brewery next month (June), Vocation

time. Instead, in 2021, it accounts for

This was music to his ears because I

was producing around 12,000HL when

approximately 35% of the team’s output

don’t think he had seen any money back

he joined. A figure, as mentioned earlier,

and a beer that’s available at most major

from Vocation at that point!” he laughs.

expected to grow five-fold over the next

retailers.

“Before long, I became more involved

12 months.

And at the time, Hickling anticipated

with the brewery side of things, too.”

It’s also distinctive thanks to the striking

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MAY~JUNE 2021

“I’m very proud of how it’s come along,”

BREWERS JOURNAL

says Howgate. “The brewery has enjoyed

big decision to make whether to go down

incredible growth and I hope I’ve played

that route, but it was the right one.

my part in that.”

“I think it’s fair to say that from very early After graduating with a degree in Engineering from Liverpool John Moores University, Howgate entered the world of brewing with Leeds Brewery before becoming brewery manager at AB InBev’s Samlesbury site in Preston.

Here he would oversee the production of beers such as Budweiser and Stella Artois, expertise with big beer he’d bring with him when joining Vocation.

“It’s very much sink to swim when working at somewhere like AB InBev. But I like to think I kept my head above water,” he recalls.

I’d make the beer and someone else would deliver it and sell it. That would make me more than happy!” John Hickling, Vocation Brewery

on till, well, now, we’ve spent a long time trying to keep up with the demands of that contract and then the subsequent contracts that have come off the back of it, I guess.

“People warned us from day one on the risks of jumping into bed with Tesco. They warned us that we’d get ‘hammered on price’ and the like but to Vocation, they’ve always been good to us and I’ve enjoyed working with them.”

The brewery’s beers are currently available at Tesco in single 330ml and 440ml cans, as well as 330ml four-packs.

Looking back over some five years,

That experience has only benefited UK retail giants like Tesco and, more re-

Stenson says he’s proud of Vocation’s

cently, Marks & Spencer.

staying power in the world of competitive

“Matt has changed and improved many

And supermarkets have played a key role

shelf space.

things, and that’s testament to his ability

in helping Vocation grow the brewery to

as a brewer,” adds Stenson.

the size it is today.

Vocation during these last three years.

“I think it’s a testament to the quality of the beers,” he says. “Speaking to Domo

A commitment to maintaining quality

“Early on, John packaged in bottle and

Hill (the former beer buyer at Tesco)

and consistency is at the top of this list

can, which flew out. They got noticed by

before he left, I thanked him for his help

of qualities, imperative when supplying

someone at Tesco saying they’d like to

and he did likewise. People have enjoyed

beers on a regular basis to a number of

sell our beers,” says Stenson. “He had a

these beers and they’ve sold at a good

brewersjournal.info

MAY~JUNE 2021

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45

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MAY~JUNE 2021

BREWERS JOURNAL

rate. It was a big step, but one I’m glad

and ensuring we keep our customers

And although that facet of the brewery

we took.

happy. It’s a fine balancing act.”

now garners great support, Stenson is keen they tread a particular path when doing so.

“However, those that start going into

For a brewery that has long supplied

supermarkets sometimes don’t realise

its core range into retail such as Tesco,

the demand it will place on their process

Stenson is aware that bottleshops are

“You don’t want to bombard people

and systems. Any problems you have on

unlikely to be interested in stocking them,

with emails, or too many social media

that side will certainly come out when

too. Instead, he hopes the brewery’s ar-

messages about the online offering. You

that beer goes on shelf, especially if it’s

ray of Imperial Stouts and Double & Triple

also don’t want to go too heavy on deals

not sold straightaway.”

IPAs will prove attractive.

all the time because people will never want to buy outside of that period,” he

Stenson says supermarket listings can

“We’re probably still recognised for our

says. “Equally, you need to ensure you

highlight inconsistency in a brewery’s

supermarket presence but if you place

have products that excite and supply

output, and also recalls when an

something like our Zagreb Triple IPA (a

new beers that keep people interested.”

oxidisation issue impacted one of their

recent collaboration with The Garden And a recent partnership with Hong

own beers, too.

Kong-based Gweilo Beer is another way they’re doing just that.

He explains: “We had it once with our Love & Hate IPA. It’s a case of educating the consumer because no brewery sets

Gweilo is owned by Ian and Emily Jebbitt,

out to produce a bad batch of beer, then

and their friend Joseph Gould, who are

go on to sell it. When we brew, we brew enough to fill 10,000 cans. There’s no way we’re brewing and selling that if it’s not up to scratch!

“Instead it’ll be down to an equipment failure with a fault on CO2 purging. These things can occur, but it’s all-important to ensure you work out the problem and try to not let it happen again.”

Vocation’s story has always one of battling against capacity constraints, but

The brewery has enjoyed incredible growth and I hope I’ve played my part in that,” Matthew Howgate, Vocation Brewery

all originally from the UK. They latterly relocated to Hong Kong, where the brewery launched in July 2015.

The partnership with Vocation Brewery began with the release of East & West Pale Ale in the UK. The 5.7% beer boasts a soft, hazy base, and is dry-hopped with Galaxy and Vic’s Secret, imparting notes of ripe papaya, guava and pineapple, leading into a dank flavour profile on the finish.

recent additions to its FV setup, thanks to a significant investment in vessels

Brewery of Croatia) or BA Imperial Hon-

Core beers in the Gweilo range include

from SSV Limited, is finally allowing the

eycomb Stout into a bottleshop, I’d like to

Gweilo Session IPA, which was the beer

brewery to change its approach.

think that would attract the consumer. It’s

they launched with back in 2015.

an area we want to grow, of course.”

It is intensely dry-hopped with Mosaic,

The team has moved from brewing 17 times a week to a 24/5 setup, which

Away from sales in supermarket chains,

creating a bold nose of melon, citrus

means a shift to brewing 27 times each

the global pandemic resulted in Vocation

and pine, nicely balanced by a malty

week “full throttle” all year-round.

utilising its web presence far more

backbone, delivering an IPA punching

effectively, and frequently, than before.

well above its weight.

London, and want to be known for more

“The webshop went from being

In addition, the core features 4.5% Gweilo

than being a brewery that supplies

something of an inconvenience to part

Pale Ale and the 4.2% Gweilo Tropical

supermarkets. Some people might think

of the business that has five people

Lager, which is a light-bodied brew with

that type of retail are the only ones we

concentrating on it at times,” says

tropical fruit notes. A dry hop of Ekuanot

produce beer for, but that’s not the case,”

Stenson.

delivers aromas of papaya and lime

“We want a presence in places like

which are rounded off by a satisfyingly

says Stenson. “The issue was capacity Such is the turnaround in the fortunes

crisp finish.

of this part of Vocation’s business, direct Top left: Matthew Howgate and Richard Stenson

sales went from being something verging

The partnership with Vocation has

on negligible to one accounting for £2.5m

continued with the arrival of Vocation’s

Bottom right: Heart & Soul is one of Vocation Brewery’s core beers

in revenues within a year.

beers in Hong Kong, which are proving

brewersjournal.info

popular in the Asian craft beer scene.

MAY~JUNE 2021

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47

Gweilo came to be several years after Ian

Charlie Johnson of Ronin Fermentation

“We hope it’s going to be a big thing

moved to Hong Kong through his career

Project, who has continually perfected

for us,” says Howgate. “We’ll also be

as a trademark lawyer.

recipes and processes as a commercial

installing a small bottling line to allow us

brewer for around 20 years.

to release these beers in that way, too.”

world of food and alcohol. Then in 2014,

Through his consulting contracts he has

And for those fortunate enough to be

I had a dream that I went into a bar and

advised over 100 brewery startups in six

invited, the new barrel store will house a

ordered a beer called Gweilo,” he recalls.

countries, including Mexico, Argentina,

tasting room for the on-site sampling of

China, Hong Kong, Japan, and the United

the barrel-aged beers that are certain to

States.

become a more important part of Voca-

“I always wanted to do something in the

“I woke up thinking it would be a good

tion’s output in the future.

name for a beer. Being a trademark lawyer I did a search on the registry to

“We make sure he’s also happy with what

find out nobody had done it before.

we’re doing and then we brew it,” adds

The construction of a designated barrel

Stenson.

store is one of the latest developments at the brewery. The team, at the time

“I filed the trademark and my boss who brought me out to Hong Kong say I bet

In addition to the core range of beers,

of writing, were also preparing for the

you 100 bucks you do ‘F-all’ with that.”

Vocation will be brewing a number of

installation of an on-site gas storage

seasonal and limited Gweilo beers, too.

system from IGC Engineering, based in

The rest, they say, is history and

Along with bringing Gweilo beers to

the North West England.

Gweilo UK in 2021 is spearheaded by

market in the UK, Stenson and Howgate

commercial director Sean Robertson.

are enthused about another growing

All of these additions? Not bad for an

part of their business, Vocation’s barrel-

outfit that started out aiming to be a

“We have a great relationship with the

aged output. The brewery has just

business brewing several times a week.

team and enjoy working with them,”

taken delivery of 250 additional Bourbon

Stenson says. “The nice thing is that their

barrels, complementing an existing array

“In the near three years I’ve been here,

beers have a different taste profile to our

of Chardonnay, Margaux, Pinot Noir and

I’m sure there hasn’t been a week without

own. They share the recipes with us and

Bordeaux. There’s also Pedro Ximénez,

a contractor on-site,” smiles Howgate.

we build them up to brew them as close

Porto Blanco and Tawny Port, to name

to the beers they produce in Hong Kong.”

but a few.

Both Vocation and Gweilo work with

48

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MAY~JUNE 2021

Stenson adds: “And we wouldn’t have it any other way!”

BREWERS JOURNAL

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FOR BREWERIES WANTING TO ADD PERSONALISATION, AND REDUCE WASTAGE, WHEN PACKAGING THEIR CANNED BEER, DIGITAL PRINTING TECHNOLOGY OFFERS AN ATTRACTIVE ROUTE TO MARKET. HERE, GERMAN MANUFACTURER HINTERKOPF OUTLINE HOW THEIR SYSTEMS CAN OPEN UP NEW OPPORTUNITIES OF UK BREWERS.

O

ver the past several

challenging: conventional decorating

years the craft brewing

techniques such as dry-offset is pricey

community has turned

for small lots, and in many situations not

the brewing industry

suitable.

on its head. With their

creative, new interpretations of traditional

Creating printing plates, machine idle

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times for change-overs, energy intense

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Most new players in this space are start-

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MAY~JUNE 2021

|

51

The special edition craft beer can be brought to the point of sale in its custom designed eye-catching beverage can, at very short notice.”

cylindrical hollow containers, already in

for a special edition beverage with

Over 30 million beverage cans have been

2013.

extremely short lead times”, explains

produced by the Mount-Royal/Quebec

Hinterkopf.

based start-up, with between 30 to 35 different graphics each day.

“Every day our digital printing machines are producing over a million packaging

If, for example, the local football team

containers in perfect quality. What’s

scores a surprise victory in a cup match,

“These successful go-getters are full of

exciting: over 250 different graphics

or the weather turns and winter returns at

passion for their business and can barely

daily are run by our customers”, says

the end of April – any occasion can be a

keep up with the overwhelming market

Alexander Hinterkopf, managing director

special occasion.

demand”, states Alexander Hinterkopf.

of the family-owned machine innovator

The special edition craft beer can be

based in Eislingen in southern Germany.

brought to the point of sale in its custom

For that reason, it does come as no

designed eye-catching beverage can, at

surprise that Hart Print has already

very short notice.

placed an order for the second D240.2

This large variety of print jobs is only

digital printer from Hinterkopf.

made possible by digital printing, which does not require any printing plates, films

All this with photorealistic print quality,

or similar media. Print job change-over

across the Pantone colour spectrum, with

Other D240.2 machine owners such as

occurs at the push of a button, and the

razor sharp text in size as small as 2 point,

DigiCan Printing in St.Charles/Missouri

print results are perfect from first to very

and with full body printing up to the neck

or ALM in Barcelona/Spain have used

last copy.

and shoulder area of the can.

digital printing to win over customers

The cost structure in digital printing is

The impressive versatility of digital

predictable and linear, regardless a single

printing is well known within the craft

“We are not even close to any market

can or 100.000 are produced. “A client

beer community. Canada based start-

saturation. The hands-on, quality driven

recently produced two custom designed,

up company Hart Print for example

way of craft beer matches the spirit of the

unique cans for husband and wife for a

built its processes around the D240.2 by

times, and digital printing is the perfect

wedding”, recalls Hinterkopf.

Hinterkopf.

complement to provide packaging

from the craft brewer community.

which is the perfect match to its creative Another big advantage of digital printing:

The tried and tested machine is a perfect

there are almost no lead times. Every

match for Hart Print’s requirements,

print job is sent directly from the creative

which are centered around frequent

computer to the printing machine.

change of graphics and short to medium

content”, concludes Hinterkopf.

runs. The print result is identical from first “A brewer can create a custom artwork

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to very last copy, with virtually no scrap.

BREWERS JOURNAL

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PACKAGING

PLACING A PRIORITY ON PACKAGING

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TO MARK THE LAUNCH OF ITS HEAVEN SERIES OF STOUTS, LEEDS-BASED NORTHERN MONK COMMISSIONED PREMIUM GIFT PACKAGING TO MATCH THE SPECIAL BEERS INSIDE

N

orthern Monk are no

In November 2020, Northern Monk

strangers to premium

contacted Saxon Packaging for a luxury

beer packaging, having

gift packaging solution for their new

shown time and time

limited edition ‘Heaven Chocolate Box’.

again their recognition for

– A luxury gift pack to be brought to

the value of the unboxing experience.

market for the festive season.

This took the form of a luxury double-

Over the years, they have commissioned

sided litho printed gift box designed

many extraordinary packaging designs

to hold four canned products and

to accommodate their products, all with

associated branded material, whilst

the aim of creating remarkable brand

reflecting their brand identity.

experiences for their customers.

“This festive season, we released the

BREWERS JOURNAL

Northern Monk Heaven Chocolate Box,

a unique, memorable experience for our

additional luxury print embellishments.

a curated selection of four beers that

customers.”

Together, the amalgamation of these print processes and additional touches

aimed to recreate classic chocolate flavours,” says Fay Hunter from Northern

After confirming the chosen design, it

and features within the design, gave the

Monk.

was passed over to our in-house design

Heaven Chocolate Box a look and feel to

“The design draws nostalgic inspiration

team, so they could start looking into

be marvelled at.

from our favourite Christmas

which material, paper grade, print

confectionary boxes, containing multiple

solution and overall packaging design

The end result, is a premium beer

moments of joy, with a real emphasis on

structure would be best suited.

packaging solution worthy of admiration.

luxury and indulgence.”

We stipulated a Kraft liner with B fluting,

With a bright and rich blend of both

Northern Monk devised two CMYK

with the correct lamination grade sheets

functional and visual design work,

artwork designs, of which one was the

to work in conjunction with the litho

Northern Monk’s customers have been

external litho print along with the design

printing processes.

able to experience their products both arriving safely and in visually engaging

for the litho printed interior.

The interior litho printed design had

packaging. This beer packaging design

Hunter adds: “The aim of the packaging

the further embellishments of gloss

has demonstrated that by using the

is to draw the customer into the drinking

lamination and spot UV to create a

correct materials, matched colours and

experience from the moment they see

luxuriously smooth texture and a visual

clever designs, stunning results can be

the box.

contrast against the colours used in the

achieved.

“Upon opening it, they get the full

packaging artwork.

“We are very happy to have helped Northern Monk again achieve a great

heavenly reveal in all its golden glory.

No chocolate box would be complete

To ensure product protection during the

design on their packaging, consistent

without printed tasting notes on the

rigours of transit, and to add an extra

with their brand overall look and feel,

inside, to guide you on this decadent

dimension to the product presentation,

pushing the limits to what can be

stout journey. “We chose a double-

this particular beer packaging design

achieved with double litho printed beer

sided printing process for our Heaven

incorporated a bespoke litho printed

packaging.” Mike Impson, sales director at

Chocolate Box, as we wanted to create

internal fitting which included all the

Saxon Packaging Ltd.

Gravity Systems was formed to meet the growing demand in the craft beer market for a single source for all brewhouse, fermentation, services generation and distribution. It is our aim to be the most complete partner in the brewery industry by building long term partnerships with our customers.

+44 (0) 1733 834264 | www.gravity-systems.co.uk

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PACKAGING

DIRECT-TO-CAN PRINT TECHNOLOGY COMES TO UK

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NEW DIGITAL PRINTING TECHNOLOGY HAS COME TO THE UK AND WITH IT, OPENS UP MORE NEW FOR BREWERIES WANTING TO DISTRIBUTE THEIR BEER IN CANS BUT WITHOUT USING CONVENTIONAL LABEL OR SLEEVE FORMATS. WE SPEAK TO PACKAGING BUSINESS BEVCRAFT ABOUT THEIR PLANS FOR THE NEW TONEJET TECHNOLOGY.

P

ackaging business Bevcraft has become the first UK customer to invest in a Tonejet Cyclone direct-tocan digital printer.

The system can print individual can designs from 1 to 50,000 units, giving breweries the ability to develop a market presence without the minimum order constraints of traditionally printed cans.

Commenting on the investment, Darren Fenton, COO at Bevcraft says the Cyclone end-to-end system is “a total game changer” in terms of can decoration for the craft market.

“It will provide us with a cost effective, environmentally sustainable alternative for decorating small can batches from 1 to 50,000 units – still small quantities for the can industry,” he explains.

He adds that while it may be considered a brave time to be buying new technology, the company’s objective

BREWERS JOURNAL

is to support its partners as they work to return to normal trading conditions during the pandemic.

“In achieving that, the Cyclone will provide them with the flexibility of production to cost effectively get backup and running, with smaller batches,” Fenton says.

“As such, we believe that this is the right investment at the right time. Indeed, everything about Tonejet’s approach,

Blank cans (currently silver or white) can

from the ink specification through to the

be decorated in any combination before

logical integration of quality controls,

they are palletized for filling or shipping.

Bevcraft call the new technology a “total game changer”.

has demonstrated to us that this was the solution we wanted for digital can

Bevcraft will start-out offering customers

“Crucially, it allows craft beverage

printing,” adds Ciarán Gorman, CFO at

the ability to decorate 330ml cans but

producers, many of whom strive to

Bevcraft.

anticipate being able to offer the same

be carbon-neutral, to cost-effectively

service for 440ml and 500ml cans,

can small batches without the use of

possibly as early as the end of 2021.

plastic labels or sleeves which can be

The Tonejet Cyclone can printing system

problematic to recycle.”

comprises all the equipment required to decorate necked beverage cans,

According to Rob Day, Tonejet’s CEO, the

Headquartered in Mullingar, Ireland,

including a depalletizer, a can inspection

UK’s first Cyclone installation at Bevcraft

Bevcraft has additional facilities in

system, can cleaning and printing units,

is another milestone for Tonejet.

Merseyside (UK), Peterborough UK)

an over-varnish bake oven, a repalletizer

He says: “BevCraft’s Cyclone installation

and Breda (Netherlands), with the

and all associated can transports and

will open up a whole new packaging

Tonejet Cyclone to be installed at its

conveyers.

supply option for European craft brewers.

Peterborough facility.

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ON THE RIGHT PATH

THE LAST YEAR HAS BEEN ONE OF CHANGE FOR ALL OF US; IN BOTH OUR PERSONAL, AND PROFESSIONAL LIVES. FOR MATT CLARKE AND MICHELLE GAY, THAT MEANT LEAVING THE BREWERY THEY KNEW AND LOVED TO START AFRESH. AND WITH LAKES BREW CO, THEY ARE SET ON DOING THINGS THEIR OWN WAY.

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But for someone as hands-on as Clarke, such a role would have always been a tough gig.

“Helping out creating a recipe is fine. But I would want to be tasting the beer in tank, before packaging and then after packaging, too,” he smiles. “Dealing with that remotely wouldn’t have worked for me, I’d probably find myself camping out at the brewery to see the job through!”

I

f you had come to me at the start

all achieved at Hawkshead and plan for

Seeing the job through from start to finish

of last year and said you were

the future.”

is one such achievement he can look back on from his time at Hawkshead.

planning to open a new brewery I would have called you crazy!”

Gay adds: “We were deeply involved

laughs Matt Clarke. “But here we

at the brewery, Matt especially. Both

And with Lakes Brew Co Clarke,

are.”

us, and our children, have grown with

alongside Michelle Gay, Steve Ricketts

There’s a saying that goes along the lines

Hawkshead so it was tough for that to

and Paul Sheldon he’s embarked on a

of ‘What’s the point in having a mind if

change so quickly. But these things hap-

whole new project once more.

you’re not prepared to change it’.

pen.”

And for Clarke, his partner Michelle

Clarke says that their children were

the company you’re working for, it’s

Gay, and countless others, these last 12

not only familiar with the brewery

sometimes easy to forget why you’re

months have resulted in a great deal of

surroundings but amusingly, probably

doing it,” explains Gay. “These last months

unprecedented decisions being made.

better networked than most brewers

have allowed us to take a step back and

across the land. Peers he conversed with

remember why we loved the industry in

and observed during the last year.

the first place.”

role of marketing manager at the Lake

“I had no plans to step away from beer.

For the trio, that was being involved in

District-based business.

These last 12 months have allowed me

a business that makes a product that

“When you’re so involved in a role, and

Clarke was formally the head brewer at Hawkshead Brewery, while Gay held the

to see how all of these business are

people enjoy. And starting their own

The duo were two of the most

adapting and reacting to the challenging

brewery would of happened even

recognisable faces at the much-loved

situation they are all in,” he explains.

sooner, however certain restrictions

brewery. They were also among 12

“It’s been a unique time to be putting

slowed the progress somewhat.

members of the team that were made

together a business plan, that’s for sure.”

“Until October Matt wasn’t even allowed

redundant in April 2020, just as the COVID-19 pandemic took hold.

Before settling on the idea to open

to look at a beer!” laughs Gay.

their own brewery, Clarke assessed the For many, the decision by Hawkshead’s

potential for other head brewer roles

But that is in the past and the ball is now

owners, Merseyside-based Halewood, to

across the industry.

well and truly rolling with Lakes Brew Co. Finding the ideal site took some time,

shed part of the team also stripped much of the brewery’s identity, too.

“People were reaching out to me from all

as it often does, but the team now has a

corners of the UK,” he says. “It’s amazing

4000sqft facility to call their own, located

But let’s be clear, Clarke and Gay are

how many businesses need help. But

in the heart of Kendal on the Mintsfeet

not dwelling on the past. What’s done

then, I’m not new to this and I know how

Industrial Estate.

is done, and alongside Steve Ricketts,

much hard work is involved in running a

the former managing director and Paul

brewing business.”

“It has good access and doesn’t require us to think creatively when it comes to

Sheldon, former financial controller, at Hawkshead they now have a brewery to

Clarke also considered the possibility of

getting kit through the door,” says Clarke.

call their own.

offering industry consultancy.

“It has a nice high roof, too, so we can

Welcome Lakes Brew Co.

“There is a real skills shortage out there

increase our FVs to 20bbl if needs be.” because there isn’t the biggest skills pool

On the brewhouse side, the trio have

“It’s been an interesting 12 months. Not

to draw from. Breweries got in touch,

opted for a 16HL system from SSV

just for us, for everyone,” says Clarke. “It

often looking for help mentoring and with

Limited with plans to initially brew two to

has given us time to reflect on what we

recipe creation.”

three times a week

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BREWERS JOURNAL

They’ve also invested in in-house

The team hope and expect the local

canning from the off, procuring a five

market to be a major consumer of the

head CL5 line from

brewery’s beers, and Clarke is confident

MicroCan

there is space for another outfit in the area.

“They’ve really impressed me with their kit,” says Clarke. “It’s a UK-built machine,

“There is still something like 41 breweries

affordable and the support is there, also.”

in Cumbria but I feel that there is room for a progressive brewery that respects

Beers from Lake Brew Co will be

tradition while also putting a modern

packaged in keg, cask and 440ml cans.

twist on beer,” he explains. “The last year has seen a greater focus on supporting

“There’s no getting away from the fact

local businesses and we see that

that 440ml cans are thrust in your face on

continuing.”

a daily basis,” he explains. “There might be a bit of a pushback locally as there’s

For the trio, and so many others, the

still a strong foothold of 500ml bottles

lakes are a big part of their lives. And as

but we are confident it’s the right way to

a result, they are still surprised nobody

go.”

beat them to the brewery name.

At his former employer, Clarke was

“It’s pretty obvious when you think about

handling the production of up to 12

it, so we’re amazed nobody had beaten

draught lines and five beers for small

us to it,” says Gay. “We registered the

pack at any one time, something he’s

name and then it was time to work out

more than keen to move away from.

branding that would work on anything

It’s been an interesting 12 months. Not just for us, for everyone. “It has given us time to reflect on what we all achieved at Hawkshead and plan for the future,” Matt Clarke, Lakes Brew Co

we do.”

He says: “We are not looking forward to reinvent the wheel here. The focus will be

Clarke adds: “I took up fishing again last

hop-forward, tight beers that have quality

year and there’d be times where I was sat

and freshness at the forefront.

on the estuary while Michelle sketched out various logos. Some of them were

“We will offer one cask beer, probably a

very, very good. Especially when there’s

low-gravity pale ale, and make one cask

another brewery near here that leans

beer a focus at any one point. My dream

heavily on those aspects, too!

would be to have one product sitting on many bars rather than offering lots of

And working with local design firm

different lines.”

Scratch Creative, they would settle on their new brewery’s branding, something

The head brewer is also steadfast on how

that demonstrates their pride at calling

each beer is packaged.

the Lakes home.

“Too many times I was pressured into

“There’s no denying that this corner of

putting certain beers into cask that I

the world is a big part of who we are, just

wasn’t comfortable with,” he says. “Here,

as Hawkshead was,” says Gay. “It was a

we will put beers around 3.5% in cask and

massive part of our lives.

the bigger beers into keg and can.”

“We still have a plaque of the brewery at Gay adds: “We also know that people

home and sometimes talk about taking it

naturally want something new, so we

down but then think ‘No, we played a big

will offer seasonals, monthly releases on

part in helping build that place up’.

rotation and also styles like sours, too.

“Now it’s time to do it all again, just on our “The beauty of being a smaller business

own terms.”

is that Matt can experiment a lot more and also brew with the newer ingredients that are on the market.”

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THE CHEAPEST EMPLOYEE YOU’VE EVER HAD NOTHING STARTS THE YAWNS AND GLAZED-EYES LIKE THE SUBJECT OF BREWERY MANAGEMENT SOFTWARE, BUT STAY AWAKE BECAUSE YOU NEED IT. YOU REALLY NEED IT. VELO MITROVICH REPORTS

I

n the 1999 movie ‘The Mummy’,

you’re hiring an employee, because if

Evelyn sees her map to

handled correctly, that’s exactly what the

the ancient Egyptian city of

programme will become for you.

Hamunaptra burn – no map, no journey, no archaeology find. But

When you need a new employee, you

adventurer Rick O’Connell taps his head,

weed through the applications and

gives an all-knowing look, and tells her:

narrow it down to three or four. You ask

“I’m your map.”

around, see who else has worked with them, and decide whether or not they’ll fit

As a museum librarian and curator,

into the team.

Evelyn likes organisation, she likes taking chaos and turning it into order. O’Connell,

It’s pretty much the same in choosing

on-the-other-hand, is walking chaos.

a brewery management system. And

Everything he does, he does it by the

again, like with an employee, if they’re

seat of his pants.

not working out, you let them go and try someone else.

Even if we are secretly envious of

With almost all, you can get 30-day free

Evelyn’s skills, with pride we say we’re

trial and again, with most, there is no

like O’Connell. Brewing schedules, beer

contract that locks in you for 18-months.

SOFTWARE

recipes, supplies and accounts, they’re

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all up here, we say with a tap to the head.

But which system is best – that’s a

That could be brewing by the seat of

question only you can answer. Taking

our pants and scribbles on the back of

in all UK, USA, Canadian and Australian

envelopes – lots of envelopes.

brewery software management programmes out there, there are easily

While even in the best of times that isn’t

120 or more and if you’re like most of us,

the best way to run a brewery, now as

a week doesn’t go by without getting an

the industry tries to recover after the

email from the latest entry into the field.

Covid-19 pandemic and with breweries trying to re-establish their place in this

Some claim to do everything but walk

brave new beer, you need to organise

the brewery dog, while others specialise

your operation like never before.

in just one or two aspects such as keeping track of kegs and barrels.

Not to worry though – there is a tool to

In this report, we’ll be talking to Sam

do this, which will become so ingrained

Williams of BrewMan (Premier Systems

in your brewery’s operation, you’ll be

Ltd), Max Andrew of Breww, and Lesley

wondering how you ever operated

Page of BrewPlanner, a US-based

without it. And the brilliant thing is, you

company with UK brewing clients.

don’t have to be a big or medium brewer to take advantage of it.

All of these software packages have been designed to accomplish the same

If for some reason you’re not already

thing – to help your brewery run more

using a brewery software management

efficiently and to help you make more

programme, if you think too much time

money with some variances. But. In what

will be wasted learning how to use it, or

will be repeated numerous times here,

you’re not happy with the one you do

you need to find the system that works

have – which you barely use – read on.

best for you.

You need to treat the software like

BREWERS JOURNAL

PANDEMIC DRIVES NEED

This required breweries to suddenly

The brewery staff, too, needed to know

take their websites a lot more seriously

production demands, what beers were

When the Covid-19 pandemic started

as this became one of the main sources

suddenly trending, and what supplies to

shutting down businesses in March

of customer interaction, along with

order.

2020, few of us had any idea how long

Facebook and other social media sites.

During the best of times when everyone

restrictions would last.

The end result of this was the opening up

was working at the same location, any of

more sales channels than ever before.

these steps could easily fall through the

With taprooms closing, along with

While this might sound great, the reality

cracks. But now this was far from being

pubs and restaurants, the majority of

was far different. And, if this alone was

the best of times.

craft brewers had to start changing

causing confusion, staff changes were

significantly how they did business.

also taking place with those who could,

Sam Williams of BrewMan said that a

For those thinking that selling to

started working from home.

few years ago they offered a direct-toconsumer option, but for the most part

supermarkets would be their way out of a bad situation, they were in for a

“Suddenly, the salesperson on phone,

there wasn’t much interest.

rude awakening when they realised just

being able to go out and have a look in

Then one brewery customer asked if

how small a supermarket shelf is when

the cold room to see what was in stock,

they could do an integration with the B2C

everyone else is fighting for the same

wasn’t really an option anymore,” says

(business to customer) platform Shopify.

space.

Andrew. While before all sales were over

Again, BrewMan did it, but as Williams

the phone, now they started coming from

admits: “The take-up was very, very

“The main thing of course that that

all the other platforms.

small.”

happened in in March was a lot of

“Breweries needed something to tie

breweries suddenly had to change their

everything to together – they couldn’t

Although there were already a wealth of

business model, from selling a little bit

afford to have the person handling web

pre-pandemic online bottle shops, some

of direct-to-consumer to pretty much all

sales and the person handling phone

being niche, for example, specialising

direct-to-consumer,” says Max Andrew of

sales not knowing what was in stock at

in low-to-no alcohol beers. But, it’s hard

Breww.

the brewery.

thinking of a single brewery that was using B2C as their main business stream.

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63

But then the pandemic hit and as Lesley

drains,” says Williams, and in thoughts

You’ve decided to try a management

Page of BrewPlanner says: “It forced

echoed by Andrew and Page.

software, but when you realise the amount of data you’re going to have to

everyone to up their game.”

“So depending on the business, that

initially enter, suddenly, that white board

Across the board, nothing was easy

might be calculating how much duty you

doesn’t seem like such a bad idea.

and brewers turned to software to see

owe in a couple of minutes instead of

what could make their lives easier in this

taking days. It might be telling you where

“I think we probably all run into that in all

complicated time.

all your casks are, so you’re not chasing

areas of our lives. I know it would save

up people to find out where they are and

me a lot of time, but I don’t have the time

“Suddenly, all of our customers realized

costing a lot of money not getting them

to save time,” says Page. “It sounds ironic.

that we had this direct-to-consumer

back.

“With any software there’s always that

integration ready-to-go and they absolutely needed it.

“It could also be you’re going for SALSA

upfront to get all the data into the system

“Because without it, if you had a separate

accreditation [Food Certification Scheme:

and all of that. But ideally, once it’s up

website, you have to make the orders

Safe & Local Supplies Approval], and you

and running, then it’s just kind of fluid and

twice, you have to track the stock twice

can be incorporated easily into the duties

– it’s just an inordinate amount of work

that the user is already completing.”

to have multiple different systems in different places,” says Williams.

Traditionally, a lot of systems were designed for mid-size breweries and unless you were brewing X-amount, it

While before a brewery might have only several major customers in a day – a pub, restaurant, supermarket or bottle shop – now they were being inundated with 100 small customers, all with individual orders.

“How the hell are you managing that stock on a spreadsheet, it’s just become an absolute nightmare,” says Williams.

“People turned to software to see how they could alleviate this problem.”

The right software should allow you not to spend a lot of time on that software’ – Max Andrew, Breww

THE NEED & WANT

was pointless even looking at one. But, according to Williams, in the last few years management software can now apply to even micro-breweries.

“If your biggest worry is costs, plans are usually based around the number of people using it and the amount of beer produced. One-man-bands pay very little until they start scaling up,” he says.

“A good software package will help you with efficiency and I would say that’s not something that should be reserved as

While the pandemic fuelled the need

want to find out exactly which batch of

luxury for the medium to big players,”

for craft breweries to change out they

ingredients you ordered six months ago,

says Andrew. One of the huge ad-

ran their business, it was always there,

and which batches of beer that went

vantages of the software package is

especially as growth started.

into which containers, that then went to

data collection and data analysis, and

who you sold them to, so you can prove

providing you with actual insights into

“Most brewers don’t go into the industry

you can do a recall without producing

data.

because they love entering data,” says

20 different spreadsheets and pieces of

Page, “but we all get to the point where

paper. So, it’s a lot of different functions.

“The more data you have, the better those insights will be. So starting with

whiteboards and little sheets of paper don’t cut it anymore.

“Every single thing is designed to make

from day one, collecting that information,

“Brewers are looking for software that can

something what you have to do regularly,

storing that information and receiving the

meet their needs, while not detracting or

a little bit easier and quicker, to allow

benefits of that information is going to be

taking away from what they love to do,

you to focus on making great products

hugely helpful,” he says. “So I would say

which is to make great beer.”

and growing your business, rather than

it’s for everyone, and small, medium and

dealing with admin,” says Williams.

big.”

TIME ELEMENT

Page takes the view even further and

“I’m speaking for multiple software companies out there, the primary goal

believes a good software package can

of brewery management software is to make things easier than you’re

We all know brewers who have bought

be of a huge use before the first beer is

already doing, which as you know, is

expensive test kits, but then only use it

produced.

saving yourself time on tasks that aren’t

for one function. Why? They don’t have

“Ideally with smaller, the earlier you start

necessarily complicated, but are just time

time to learn the other 29.

the better because that reduces the

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BREWERS JOURNAL

complexity of onboarding and getting everything set up,” she says.

“If you can get the whole crew on board with using a certain system, that will increase efficiency and improve communication among all players on the team from the get-go,” she says.

“Then it’s just going to make those growing pains less and make it easier for a kind of a fluid transition to growing into producing more beer styles or expanding into different accounts. Whatever it is, wherever the growth is happening, starting earlier will definitely make that just a much smoother transition.”

USING IT If you find your management software to not be user friendly, that it feels too cumbersome to learn, and it seems to only be making extra work, you’re not going to enter the data or after you do initially, you won’t continue to do so. You need to find a system that works for you.

themselves.

end-to-end, including duty calculation, ensuring full production traceability,

“I think some software was designed

“Other people are more visual thinkers.

stock control, distribution and cask

with one certain player in mind, whether

They want to see graphs, trends. They

tracking.

it’s the accountant or the brewer or the

don’t want sort of the raw data as itself,

salesperson, it then becomes pretty

they want to be told all the things from

“The thing that we’re proud of is we’ve

obvious who it wasn’t designed for,” says

that data that is useful. ‘I don’t have time

actually been around for about 20 years.

Page.

to analyse all this raw data myself, just

And through that time, we have be

“We also have different ways of thinking

give me the answers that I’m looking for’.

absolutely focused on UK brewers and

and different ways of organising our

I would say the right software package

distillers,” says Williams.

thoughts so you need to find one that

should cater for, for both those type of

“So the features that have been built into

makes sense to you and sense to your

thinkers.

our system are based on their feedback, because they’re the experts in Britain,

whole team.”

“I mean, even just automating the tasks

they know what they need.

“When it comes down to it, there will be

of the day that that software packages

a couple of software packages that fit

should be able to do, automating your

“In the same way when you’re hiring

what you’re looking for. And there are so

taxes and duties, automating updating

someone, people ask around the

many possibilities that a single software

your web shops, updating your trade,

brewing industry – it’s one of the most

package could do for you that you might

and collating all the information and sales

friendly industries I’ve ever encountered,

have a very specific way of working that

information has you go.

the amount that people just willing to

only one of them actually does exactly

“Just the time that you save from having

help each other,” says Williams.

what you needed to do, and therefore

a software package installed, is going

that’s the one you’re going to go with,”

to make it be the cheapest employee

“It’s a collaborative, rather than a

says Williams.

you’ve ever had.”

competitive marketplace. Many people

According to Andrew, if you get the

Premier’s cloud-based brewery

from my friend at this brewery that they

right software package, it should have

management software BrewMan is an

use BrewMan I’m really interested in

elements for every type of thinker.

industry standard in the UK, used by over

finding out more.’ I don’t think I could ever

“Lots of people just want raw data. They

200 businesses.

expected such organic word of mouth,

want data thrown at them, they want to

If you want a system that does

from any other kind of industry, it’s real.

look at it, and they just want reams and

everything, then look no further. Its

It really shows what a collaborative

reams of data so they can analyse it

modular system covers processes from

experience brewing is,” he says.

call us up and say, ‘You know I heard

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Above: BrewMan is used by more than 200 businesses in the UK

virtual-kind of simplified representation of

point-of-sale and marketing, that

what’s happening in your brewery, giving

integrate easily into Breww.

you want you need, and not all the bells and whistles which nobody ever uses.

“The way that the integrations work is your pricing, stock and products can be

This lets the brewer focus on brewing

managed on your management system

and making the schedule, instead

that can update your website,” says

BrewPlanner was created by Daniel Page

of getting hung up in data and

Andrew.

who in 1999 became the brew master

spreadsheets.

“Orders are placed on the website by an

at Beagle Brewery, the southernmost brewery in the world, located on the

She says that it looks simple because all

individual consumer. These then flow

island of Tierra del Fuego.

it takes is a quick glance to see what is

through to management system where

For the last 13-years he’s been the brew

happening, but just a click away is all the

stock is assigned to those orders – this

master and co-founder of Colorado’s

data if needed.

way you don’t accidentally go out stock and selling things that you can’t sell.

Upslope Brewing Company. He was frustrated with existing management

USEABILITY AND INTUITIVE “Those orders then flow into your

software systems so he created his own.

From the start of the Breww journey,

distribution, along with your trade orders

“We are brewer developed, with Danny

Max Andrew says they wanted to create

what needs to go out to-day, then to a

constantly looking to ways to make

a brewery software system which was

courier and out.

things can be better,” says Lesley Page.

cloud-based, letting you use it on your

“I think all too often in all industries,

phone, table, PC or Mac with never a bar-

“Then all of those orders can pass across

people try to come up with solutions

rier stopping you from accessing your

to your accounting soft-ware that you

when they’re not totally in touch with

data. And, just as important, making it as

also have, so those sales are being

what it’s like to be on the front lines

intuitive as possible so it’s a tool for the

tracked as well. It’s kind of an ecosystem

and floor. Danny is still a brewer in the

brewer, and not the opposite.

of different software pieces working together,” he says.

industry and getting feedback from his crew and from other brewers.”

What many like about Breww is the

According to Page, what sets

number of existing packages out there,

BrewPlanner apart is that it’s a visual,

such as for ecommerce, accountancy,

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BREWERS JOURNAL

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AN AMERICAN BREWERY IN LONDON WEREWOLF BEER WILL BECOME THE NEWEST ADDITION TO LONDON’S BUOYANT BREWING SCENE WHEN IT OPENS LATER THIS YEAR. WE SPEAK TO ITS FOUNDER, RICH WHITE, ABOUT HIS EXCITING PLANS FOR THE BREWERY, HIS LOVE OF BREWING CLASSIC AMERICAN STYLES AND WEREWOLF BEER’S VERY OWN…. GHOST TRAIN.

W

e’ve all been there,

seeing in London. The weekend started

right?

with the gig and turned into a few days of

You know,

getting trollied at The Euston Tap, going

travelling the best

for a curry, enjoying a West End show

part of 3,500 miles

and drinking themselves silly in BrewDog

across the Atlantic to go and see one

Camden.

of your favourite musicians play live in the company of a stranger. Well, that’s

Oh, and getting matching tattoos, too.

exactly what Rich White chose to do

That tattoo fittingly combines the date

back in 2012.

the couple met up and the UK pint

Flying from Syracuse in New York State

symbol.

to London, England, in order to see singer-songwriter Frank Turner play a

At this point, it’s probably not surprising

triumphant set at the capital’s Wembley

to hear that Laura and Rich ended up

Arena.

getting married at a Frank Turner gig in

In doing so, he would not only meet his

the USA several years later. But that’s a

future wife, but also find himself in a

story for another day.

country he’d soon call home.

It’s nearly nine years to the day since that And with a wealth of brewing experience

all-important gig and in the time since,

under his belt, he’s now ready to go out

White has become part of London’s

on his own with Werewolf Beer. A new

brewing fabric.

brewery he’s set to open in Camden,

Carrying out a range of roles in beer

London, later this year.

across the capital, White has also been the head brewer at London Brewing Co.

But first, let’s take a step back. As the saying goes: Travel broadens the mind.

However in 2021, he’s on the verge of

For Rich White, the founder of Werewolf

realising his dream of opening up his

Beer, it did more than just that.

own operation with Werewolf Beer, a new brewery and taproom in Camden,

“I had just got my passport sorted

London.

because I sure as heck wasn’t going to be one of those Americans that never

But as the saying goes - no pain, no gain

travelled,” White told us back in 2018.

- and White knows there’s a lot of work to be done before finally opening those

And as a big fan of Frank Turner he really

doors.

wanted to go to that Wembley show.

So he went online and through the

“The last few weeks have been

musician’s message board, offered to

something that’s all I can say. Everything

buy the drinks that night if anyone would

that I’ve planned and worked for over

show him around London.

the last two years is coming to fruition,” explains White. “But it’s all at once. It’s

Thankfully somebody took him up on it.

exciting, of course, but I think the correct term is squeaky bum time.”

That person was Laura. But such was

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her nature, and her mutual love of good

For White, that has mean securing a

beer, that she offered to buy the beers

lease on a location in Camden, London,

and also show Rich all that was worth

engaging in a crowdfunding campaign,

BREWERS JOURNAL

MEET THE BREWER brewersjournal.info

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69

liaising with Camden Council to obtain a

Crafty Beer Girls on marketing and

himself through a brewery of his own has

premises license and much, much more.

promoting our crowdfunding campaign.

been the overriding factor.

While the Syracuse native is currently

Having an extra set of hands to connect

spinning all kind of plates, he has

the dots has been amazing. Senan

He says: “I’ve spoken a lot previously

previous experience of working on major

(Sexton, owner of London Brewing Co)

on the burnout issues that exist in the

projects.

has always been there for me when I

brewing industry. One of the things I’ve

have any questions.”

learned when working with a business coach, who’s a dear friend of mine, is that

“I’ve done a lot of fairly big things before.

I’m probably a bit of a repressed creative.

During my time at London Brewing Co I

White is also appreciative of the help

had a big hand with the expansion into

he’s had from Hammerton Brewery, Two

the Bohemia (the pub where the brewery

Tribes, the London Brewing Alliance,

“Of course, we all have a creative side.

is located) as well as involvement with

as well as the Rose and Crown pub

But I look back to growing up and my

projects around supplying Mitchell &

in Kentish Town, where he has been

time at university, when all I wanted to

Butler,” he recalls.

brewing in their cellar on occasion.

do was draw, paint and sculpt. I dreamt

But such is White’s drive to make

about publishing my own comic books.

“And during my life back with Credit

Werewolf Beer a reality, you get the

And I think that brewing is a very creative

Unions, I was working on mergers and

impression he’d work 24/7 to ensure it

outlet. Being able to express myself in

the like. But I had a support team with

happens. But why was now the right time

this fashion, which is also very visual, is

me! You know, the right amount of

for him to go out on his own?

a healthy way for me to propel things forward.”

people is really helpful and too many is just inefficient. But the right amount does

“A big part of it is age, and moving

a lot of good things. And I have less than

to London. I’ve always been part of

To move forward White needs beer. And

the right amount of people to pull this off

a team, and had dreams to do this.

he’s has been heartened by the early

smoothly…”

Having a clean slate of moving to a new

response to beers he brewed on his pilot

country without some of the issues that

kit in the cellar of the Rose and Crown.

He adds: “I’ve done stuff like this before,

arise from being an entrepreneur or

but to do it from scratch is a whole

unemployed person in the US such as

“Every brewer should probably start out

different animal.”

healthcare) opened a lot up for me,” he

with a Pale Ale, especially when you’re

muses. “So with that in mind, it was really

testing a new piece of equipment. So

time to go out on my own.”

on the pilot kit we brewed Psychobilly,

Despite taking on the bulk of this project

which is our American Pale Ale. That first

alone, White is also grateful for the help and assistance he has been receiving

White says he “might not always be the

keg sold out in about half an hour, which

along the way.

best employee” but believes he’s a pretty

I’m very happy about,” he recalls.

reasonable people manager.

“I’ve had Suzanne Currid from Business

Going out on his own allows him to

Going forward, White is keen to brew the

of Drinks to kind of help get me going

manage his own schedule, but is also

types of beers he used to enjoy during

and get the business plan together,” he

aware of the increased commitments

his formative years in beer over in the US.

explains.

that such responsibilities will have on

“I’m also working with Tasha Wolf from

him, too. However, being able to express

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“I recall going to things like the Beer

BREWERS JOURNAL

Advocate festivals in Boston and visiting

It’s currently sitting in the barrel store of

places such as Brewery Ommegang

Norwich, CAMRA, so thanks again to the

things in Cooperstown, New York,” says

team for looking after it!”

White. “There I’d enjoy classic American craft beers that are clear, balanced and

And when the time comes, those

bitter. Along with having a really, really

furnishings will be heading down to

good mouthfeel.

London to their new home in Camden.

For White, the location of the brewery

In addition to Psychobilly Pale Ale is Rye

and taproom was non-negotiable.

IPA Horrorshow show, a rice Lager called Moonstomp, Stray Cat, which is a citrus

“The location trumped everything! he

session pale and Creepster, an American

laughs. “And I’m really glad that it seems

Brown.

to be working out because getting emotionally attached to a property

“An American brewer living over here

is bad. I was helping out at London’s

told me the range sounded like every

Hammerton Brewery and got really,

US brewpub from the 90s and you

really excited about having a 14 minute

know what, I’m perfectly happy for

walk to work.

that to be the case!” he laughs. “I want Werewolf beers to be based on quality

“If I walk fast, I can get to the Werewolf

recipes, producing clean, accessible

Beer site in 12. We’re across the street

beers. I’m also keen to experiment with

from Camden Road overground station,

striking one-offs, too, but keeping things

about five minutes from Camden

approachable is key.”

Underground station and something like

An American brewer living over here told me the range sounded like every US brewpub from the 90s and you know what, I’m perfectly happy for that to be the case! Rich White, Werewolf Beer

three minutes walk to the canal path for These beers will be served at the

Regent’s canal. It’s ideal.”

Werewolf Beer brewery and taproom in Camden, London. And if things go to

Until then, the work continues behind

plan, the venue will have its own distinct,

the scenes, with White hoping to open

spooky feel.

sometime this summer

“I have friends that are into the same

He explains: “Based on construction

take-out. Having observed the impact the

things I’m into, and they’ve probably

estimates, I’m hoping to get going

global pandemic has had on breweries,

had to listen to me go on and on about

sometime between July and September.

White has opted to start out with a

Werewolf Beer concepts ad nauseam.

Unfortunately, the railway arch we’re

canning line from the off.

And it’s nice to know that people are

going to occupy has been derelict for a

listening because my friend Emily in

very long time, and didn’t have water or

And he recently turned to a successful

Norwich, sent me a message and said, I

drains or three phase electric, or toilets.

crowdfunding campaign to help make

found something I think you should see,”

The lot.

that a reality, offering up a raft of one-off

Beers will be served on-site and for

he recalls.

and rare rewards for those backing the “Effectively, the contractors have to shut

campaign.

White adds: “And in Norwich, there is

down a road for whatever amount of

there’s a spot called Magdalen Street,

time to run all these things into it and

White is, understandably, raring to get

which is just rows of antique dealers and

completely refurbish it. So (at the time

brewing again. Until then, he knows he

junk shops. And it’s basically just a flea

of writing) we’re waiting on mainly things

just has to wear many, many different

market, which is my favourite place in the

like UK power networks for the whole

hats to get things over the line.

world.

project to proceed.

“Emily she sent me a picture of a front

“And once we get in there, it’ll be around

facilities to working with Camden Council

window of a shop called Aladdin’s

a month or two to get brewing with

so they understand what we’re doing,” he

Cave. It was full of neon coloured skulls,

everything installed and sorted. Then it’s

says.

mummies and monsters. The owner,

a case of organising the taproom.

“My life involves site visits to specify toilet

Graham, had got hold of the train cats,

“Then it’s engaging with the community,

panels and wall hangings from inside

Thankfully we have our premises license,

contacting the press, approving canning

an old ghost train,” he says. “My wife

which means we are ok to have people

designs, reconnecting with distributors

Laura and I decided it was an excellent

on site on Friday evenings and all-day

and pub landlords. You could say I’m

investment so I had to go ahead with it.

Saturday.”

living a little on LinkedIn right now!”

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PUTTING IN THE GROUNDWORK

INGREDIENTS

BROOK HOUSE HOPS IS THE ONLY HOP FARM IN THE UK TO HAVE A FULL-TIME AGRONOMIST LOOKING AFTER ITS 400 ACRES OF HOPS. HERE DAVIDE COMPAGNO DISCUSSES HIS ROLE AND HOW HE’S USING THE LATEST SOIL ANALYSIS TECH TO GET DETAILED INSIGHTS INTO THEIR ENGLISH HOP CROPS.

brewersjournal.info

G

rowing hops isn’t

natural biome, rather than rely purely on

easy. Growing hops

imported mineral fertiliser, will translate

that are bursting with

into more aromatic oils for the brewer’s

the amazing range of

beer, and will be significantly more

aromatics and subtle

sustainable in the long term.

flavours that the best brewers demand,

Achieving this balance is good news

is harder still.

for our customers and for the local environment.

We pride ourselves on the quality of the hops we grow and are fortunate that our

To help us work towards this we have

natural Herefordshire terroir provides an

invested in the latest high resolution soil

excellent starting point.

mapping technology and equipment

However, ensuring that our hops

and our very own agronomy expert to

continue to deliver consistent quality

give us a detailed understanding of soil

year after year requires careful daily

and crop health.

monitoring of the various pests and

We believe we are the only UK hop farm

diseases that could undo all of our hard

to have our own full-time agronomist

work as well as a detailed knowledge of

looking after over 400 acres of hops

the health and condition of our soil.

across our two farms.

Recent research has shown that the

Part of my role involves actively

local soil biome (the microorganisms

managing the health and condition of

present in soil) has a significant effect on

our soil and to ensure that wherever

the flavour in hops.

possible we are introducing more

We hope that building up a strong

sustainable farming practices.

MAY~JUNE 2021

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73

This means increasing the use of organic

helps identify the ‘weak areas’ in need

rather than artificial fertilisers where

of attention. But this data on its own is

we can and improving long term soil

not especially useful if we continue to

condition by enabling it to build up its

distribute fertilisers in the traditional flat

own natural defences.

rate arbitrary way.

Brook House Hops has invested in high resolution soil mapping technology and equipment to give them a detailed understanding of soil and crop health.

Used in combination with our two new

we’ve continuously looked for ways to

Many of the historical disease problems

GPS controlled fertiliser spinners that

innovate to maximise the quality of our

associated with English hops are likely to

can interpret the data within the maps

hops or to fine tune our levels of service

have been caused by unbalanced soils

allows us to take full advantage of this

to breweries.

short of organic matter that would stress

technology and ensure that the fertiliser

Often this involves adopting and

hop root systems.

we do use is applied at the correct

sometimes adapting new technology

Our experience has shown that

concentration levels for that part of the

to work in harmony with traditional

consistency in hop yield across an entire

hop yard.

farming methods. By scouting hop

hop yard can fluctuate significantly due

The soil gets the nutrients it needs to

health above the ground on a daily basis,

to the wide variation in soil fertility.

support consistent hop growth across a

and overlaying this with insights from

This leads to some areas having healthy

whole hop yard and fertiliser is not over-

TerraMap system we now have the best

productive plants and others with skinny

used in area where it is not required.

of both worlds.

and pale ones. Understanding the detail

Although this is a more expensive

“This is a pioneering move in the world

of what is going on below the surface is

method, it is more efficient and clearly

of hop growing and will allow us, and

key to fixing this issue and improving the

better for long term soil health with

most importantly our customers, to be

overall hop harvest.

improvements being seen in as little as

even more confident in the quality and

The TerraMap data provided to us via

two years.

consistency of our next hop crop.”

Hutchinsons shows up to 800 reference

More precisely controlled distribution

Brook House Hops is a hop farm and

points per hectare covering information

within the hop yard also means we are

producer based in Herefordshire, UK,

relating to pH, soil texture, percentages

minimising our use of imported artificial

established in 2015. They grow their own

of clay, sand and silt as well as elevation

fertilisers, reducing soil disturbance,

hops which are truly unique thanks to the

and plant available water.

and laying the groundwork for a more

rich, red, Herefordshire soil.

This complete analysis of the properties

sustainable future at both of our farms.

They also sources niche hop strains from

of our soil and the nutrient concentration

Will Kirby, founder at Brook House Hops

around the world and are meticulous

in different parts of our hop yards, quickly

adds; “Ever since we joined the industry,

about quality.

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BREWERS JOURNAL

Manufacturers of the finest Pale Ale, Crystal and Roasted Malts All Malts delivered ON TIME to your specification, crushed or whole Main products include: Maris Otter, Pearl, Propino, Planet and Golden Promise Ale Malts together with the complete range of Speciality Crystal and Roasted Malts including Wheat, Rye and Oat products

Thomas Fawcett & Sons Limited Eastfield Lane, Castleford, West Yorkshire, WF10 4LE www.fawcett-maltsters.co.uk sales@fawcett-maltsters.co.uk +44 (0)1977552460/90

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HOP IMPACT At Yakima Chief Hops, we’re committed to finding tangible solutions for the brewing community to enhance your beers and increase efficiency. Using industry-leading lab techniques, we have identified key varieties with hop compounds that maximize the effects of yeast biotransformation, carrying more hop characteristics into your finished beer.

By concentrating these already efficient varieties into our Cryo Hops® pellets, the hop impact is truly maximized, making them the perfect choice to take your IPA, NEIPA, or Pale Ale to new heights. Utilize these varieties, or try our latest Cryo Hops trial blend TRI 2304CR, to unlock the full aroma and flavor potential of your next beer!

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THE LATEST GEAR

EQUIPMENT

IN THIS PART OF THE BREWERS JOURNAL WE PLACE THE SPOTLIGHT ON SOME OF THE LATEST PRODUCT LAUNCHES AND INSTALLS TAKING PLACE IN THE WORLD OF CAPITAL EQUIPMENT. WHETHER IT’S KIT THAT HELPS YOU BOOST EFFICIENCIES, IMPROVE QUALITY, CUT WASTAGE OR INCREASE OUTPUT, YOU’LL FIND IT HERE

brewersjournal.info

LOCKDOWN DRIVES CANNING LINE DEMAND Innovus Engineering has cited a growing appetite to invest in capital equipment behind the drive in demand for its canning machines and systems.

It has identified two key areas for growth during the last 12 months; pubs, bars and tap rooms deprived of customers now use its 10BEVM table-top can seaming machine to offer takeaway or delivery service; and breweries have tackled the loss of keg sales by pivoting to small pack format and investing in a CF10 or CF25 on-site canning line.

Managing director, Matthew Day, explains: “We use 316 stainless steel throughout our machines, which means they’re extremely hardwearing and safe to clean with caustic or any other cleaning agents.

“The other big advantage is the completely mechanical seaming mechanism, with a vacuum hardened cam, to ensure repeatability and consistent seams that pneumatic seamers simply cannot achieve. Changeover between can heights is quick and easy with our change part lifters. You can swap between a 330ml and 440ml can in just a few seconds on our semi-automatic machines.”

The semi-automated 10BEVM Can Closing Machine is a mechanical bench top seamer that packs the power and seam integrity of a high-speed rotary seamer.

Letting the cam do the work, the 10BEVM removes operator error from the equation to deliver high quality seams that meet can maker specifications.

The CF10 Can Filling and Closing Machine, also semi-automatic, is frame mounted and supplied on castors for ease of movement around the brewery. It has independent modules for filling and sealing cans, with simple push button control and a touch screen for easy filling adjustment.

Filling on the CF10 is controlled by weight to avoid under or over filling and wastage.

The load cells are repeatable to within a couple of grams, ensuring a consistent fill weight, and calibration is easily done via the touch screen.

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MOBILE DISPENSE UNIT Schäfer Container Systems has launched draft2go, a new mobile unit that can dispense draft beer without the need for electricity or gas for cooling and dispense.

The beer is dispensed from a reusable keg with a standard flat fitting. Schäfer said this makes draft2go a genuine alternative to fixed, stationary dispensing equipment, owing to its mobile capabilities.

A 10-litre keg with stainless steel liner and integrated CO2 supply operating on the proven dual-chamber principle forms the core of the draft2go unit.

A 3-part EPP insulator jacket shields the keg from thermal influences: at an ambient temperature of 25 °C and a beer temperature of 3 °C, draft2go will keep the beer chilled for at least eight hours (max. 8 °C). Once the keg is opened, the beer quality is maintained for up to 30 days.

There are also benefits in the details: for instance, the tap handle, insulator jacket and the keg are ideal for branding and the

COUNTER PRESSURE CANNING TECHNOLOGY

unit’s practical handling comes without any additional cleaning.

This was very important for the manufacturers and is why the

Wild Goose Filling has introduced a new canning system

draft2go dispense head is connected to the standard flat fitting

designed for versatile, fully automated canning for craft drinks

by a one-way supply line.

across a wide range of product types and conditions, including higher carbonation levels, pressures and temperatures.

This line also allows the keg to be filled manually as well as

The Wild Goose fusion counter pressure canning system is an

mechanically on existing filling lines, by attaching an adapter.

all-purpose beverage packaging system engineered with inno-

In addition, the draft2go-keg can be drained of its contents in

vative, new counter pressure filling technologies.

conventional dispensing systems. Rounding off the mobile unit is a dishwasher-safe drip tray and stainless steel drip tray grille.

Unlike conventional counter pressure systems on the market, the Wild Goose fusion protects packaged product quality with-

Tobias Wirth, head of sales at Schäfer Container Systems KEG,

out requiring a pressure bowl or drum.

explained: “You can always serve full draught flavour anywhere.

This unique design delivers a light-weight, agile canning

“The product is aimed primarily at breweries that want to offer

machine with fast fill cycles, low dissolved oxygen to preserve

their customers a highly mobile, self-sufficient dispensing unit.

beverage shelf life, safe operation, minimal cleaning time and

“That’s something that both breweries and enterprising com-

low operating costs.

mercial customers can benefit from equally.”

“Our goal is to provide filling systems able to handle the unique challenges of every craft beverage maker,” said Aaron Gomolak, president of Wild Goose Filling.

“The progressive Fusion Counter Pressure system, the most innovative filling system in the industry today, was developed internally and is exclusive to Wild Goose.”

He added: “Whether our customers need canning or bottling, from our smallest Gosling to our fastest Evolution Series WG10, we can accommodate any customer.

“We are proud to offer the best equipment solutions, backed by our unmatched global team of service experts.”

The Fusion canning line accommodates virtually every craft beverage, including seltzer, beer, RTDs, soda, kombucha, wine, cannabis drinks and more. Beverage producers can also switch between can sizes and lid types on the adjustable machine to expand their product portfolios.

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PUMPS ERADICATE YEAST HANDLING ISSUES A German brewery has eliminated gassing issues and boosted pump efficiency after replacing existing rotary lobe pumps.

Hoffman Brewery experience the improvements in process after opting for Certa Sine pumps from Watson-Marlow Fluid Technology Group.

Gas locking had serious and ongoing effects for the lobe pumps at the Hofmann brewery, including a reduction in flow rate.

BREWERY BOOSTS PACKAGING CAPACITY WITH IRELAND FIRST

This effect was particularly noticeable due to the need for long suction lines between multiple yeast tanks and the pump station.

To overcome these challenges, Hofmann invited WMFTG to assess the application and make its recommendations. Several stipulations were involved, including the requirement to handle various yeast viscosities, the need for self-priming, and no gas

Carlow Brewing Company is to install Ireland’s first Visitron All-

locking.

In-One line GEA Vipoll.

With these thoughts in mind, Hofmann was advised to adopt a The brewery has opted for GEA’s combined rinser-filler-seamer

MasoSine Certa 200 series pump.

block, which offers brewers maximum production flexibility and

A combination of offering both high suction capability and high

reliability.

flow, as well as low-shear pumping, led Hofmann to install Certa 200 pumps, which duly led to successful and continuous yeast

The All-In-One rinses, fills, seals and seams cans, glass and

harvesting.

even PET bottles with just one machine in the smallest possi-

The brewmaster has since stated that ease of maintenance by

ble space. Manufacturers can switch between bottle and can

the brewery’s personnel, and rapid CIP cleaning, are added ad-

formats without tools in just 20 to 30 minutes.

vantages. Here, the simplicity of the Certa pumps reduces CIP cycles and the amount of water and cleaning agents required.

The family-owned brewery produces the O’Hara’s craft beer brand range, Falling Apple cider plus a range of canned and bottled private labels for international customers.

To meet growing customer demand and interest in canned beer, Carlow Brewing decided to invest in a fundamentally new facility. Canning is a first for the brewery. However, no Irish contract packer could provide the required capacity.

“Taking canning into our own hands is a big step for us”, said Seamus O’Hara, founder and CEO of Carlow Brewing Company.

He added: “We only wanted to take this step with an experienced partner. So, in addition to the technology, the track record of similar installations and an established local support, which we now have with GEA Ireland, were very important to us.”

Having already installed a GEA beer separator in the past, the brewery was familiar with the technology group’s expertise in the market, and subsequently became aware of the GEA Visitron Filler All-In-One which won the comparison with competing technologies.

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ACCELERATE AND FACILITATE DRYHOPPING PROCESS A new stand-alone unit for medium size breweries accelerates and facilitates the dry hopping/cold hopping process.

The Alhop dry-hopping system from Alfa Laval offers fast and efficient extraction rate owing to dynamic agitation, high product throughput while no risk of clogging thanks to the cross flow process, and minimal introduction of hop solids into the tank.

Following their introduction in the Alhop, the hop pellets are

NEW KEG LINES SET FOR SUMMER INSTALLS

disaggregated in the beer and kept homogenized in the cross flow recirculation loop.

While the Alhop is continuously fed with beer, dry hopped beer flows continuously out through the specifically designed strainer.

Dorset-based Hall and Woodhouse and Manchester’s Marble Brewery are set to bolster their packaging options with the

Once the extraction process is over, the beer trapped in the

installation of new keg lines.

system is recovered by concentration and diafiltration process.

Hall and Woodhouse has opted for a Monobloc machine from

For alpha acids recovery, the hop slurry is further washed off

Lambrechts, the same design as a system recently installed at

with deaerated water (DAW) to end with a pumpable suspen-

Fourpure in Bermondsey and Healeys Cyder.

sion of hops in DAW.

The Monobloc is an all-in-one keg washing and filling line designed to minimize the footprint required to install a complete keg line. The acid, caustic and mixed water tanks are built into the frame, as is the optional external keg washer.

The plug and play Monobloc install time can be kept down to a few days providing all services have been brought to the machine prior to install.

Included in the package is a remote service and diagnostics system taking all the stress out of a running a plant even 24/7, as every part of the process is being monitored.

For these breweries looking for a semi-automatic washer filler, the popular Omni Compact machine which allows the brewer to fill any type of one-way keg irrespective of design currently on the market, as well as washing and filling returnable 30/50 litre steel kegs at 34 per hour.

On prewashed rented steel kegs, a rate of 63 kegs can be filled per hour. Manchester-based Marble Brewery will take delivery of a new Omni Compact during April.

The Compact range shares the same service valves and titanium 316 process heads as the larger fully automated machines, also the media tanks are all manufactured in 316 stainless steel.

The range can comfortably wash 9-gallon firkins at 25 per hour.

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CLASSIFIED

TBJ directory.pdf 1 24/11/2020 13:28:48

BREWING AND PACKAGING

FERMENTATION MONITORING

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Bottling | Canning | Kegging Contract Brewing | Blending

CM

MY

CY

CMY

01843 865000 sales@sebpackaging.co.uk www.sebpackaging.co.uk

K

Realtime fermentation gravity and temperature monitoring with graphing, optional remote temperature control and our new CO2 purge device. www.dotmatix.net 020 3475 1420

CONTRACT PACKAGING FOR THE CRAFT DRINKS MARKET

CASK & KEG CLOSURES

HOPS SUPPLIERS

BOTTLING & CANNING

www.enterprisetondelli.co.uk info@enterprisetondelli.co.uk

BREWING DESIGN AND BUILD

Since 1774, Rankin continues to supply reliable closures that help seal, protect and add value to your brands. www.rankincork.co.uk sales@rankincork.co.uk + 44 (0)1844 203100

CONTRACT BREW & PACKAGE

American hops from the Pacific Northwest hops@yakimachief.com +1 509-453-4792 @yakimachief

HUMIDITY CONTROL

6ix Fabdec Ltd offer a full range of high quality brewery products, designed and manufactured right here in the UK. www.6ixfabdec.com sales@6ixfabdec.com +(0)1963 205 001 +(0)7375 448 118

BREWING EQUIPMENT

Whether you are an existing brewery or starting your own brand we have the perfect contract solution for you.

Brewing, bottling and kegging services - we are the ‘secret’ behind our customer’s great beer.

INGREDIENTS

ben@hambletonbrewery.co.uk +44 (0)1765 640108

COOLING SOLUTIONS

info@kanegrade.com +44 (0) 1438 742242

Gravity Systems was formed to meet the growing demand in the craft beer market for a single source for all brewhouse, fermentation, services generation and distribution.

www.gravity-systems.co.uk +44 (0)1733 834264 enquiries@gravity-systems.co.uk

brewersjournal.info

www.galxc.co.uk +44 (0)23 8086 7168

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CLASSIFIED

INGREDIENTS CONT’D

MALT CONT'D

Fruits, citrus, heat treated dried spices UK supply year round

FR SAM EE PLE S

Tel. +44 (0) 1200 449833 www.bowlander.co.uk

www.simpsonsmalt.co.uk +44 (0)1289 330033

QUALITY ASSURANCE

Bringing Quality Control To Your Brewery Analytical Products for Beer

PACKAGING

Chemistry and Microbiology 01342 820820 www.qclbrewing.com

MALT We supply the finest quality kegs & casks in the world, manufactured to the highest industry specifications. We provide 50 litre kegs, 30 litre kegs, 4.5 gallon Pins & 9 gallon Casks. www.bestmalz.com

www.keglogistics.com/united-kingdom

+44 (0)7734 035562 SHorrox@keglogistics.com

RECRUITMENT

PACKAGING HANDLES

www.carlingpartnership.com +44 (0)1483 893 100

P

Q

1809

www.paktech-opi.com handlesales@paktech-opi.com Phone: +1.541.461.5000

www.lallemandbrewing.com +44 (0)7930 451687

T

TO

Est

CETT

YEAST PakTech designs and manufactures 100% recycled, recyclable and reusable packaging handles. PakTech is the smart and sustainable packaging solution.

AL

AW

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F

www.crispmalt.co +44 (0)1328 829 391 info@crispmalt.com

UALITY M

PACKAGING AUTOMATION

www.fawcett-maltsters.co.uk +44 (0)1977 552490 sales@fawcett-maltsters.co.uk

skafabricating.com +1 (970) 403-8562

Fermentis is an expert in the art of fermentation.

Our active dry yeasts and yeast derivatives cover almost all professional requirements: from safeguarding production to expressing sensory characteristics.

Discover our products on www.fermentis.com Contact us at fermentis@lesaffre.com

www.muntons.com +44 (0)1449 618300

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1961

Refreshing innovation Discover how our push-fit fittings are used in 95% of British pubs as well as soft drink, vending machine, OEM and water filtration applications. You can feel reassured that if they’re good enough for your beer, they’re more than good enough for your water!

Thank you to all our customers for helping us reach our 60th anniversary. Here’s to the future. rwc.com/johnguest