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
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