More online
www.thecaterer.com
retailer that has quickly built a strong reputation. “You can get the beer refrigerated in the US or on the boat coming over, and as soon as it gets to the UK, it all goes tits-up. We think the cold chain needs to continue in the UK, and we’re going to offer that service to UK brewers too. It will mean a small increase in price, but we think the beer will be better.” The UK is the third largest export market for American craft beer, and a lot of the most pop- ular beers – those with a strong hop character, which is perishable – are those that will benefit most from the cold chain. That’s important, says Bob
Pease, chief executive of the US- based Brewers Association. “The key to the growing popularity of craft beer is flavour. Craft-beer drinkers are often recognised for their interest in the citrusy, flo- ral and piney aromas associated with hoppy American beers, but we also see growing demand for the malt-forward styles, which can have sweeter, toasted and biscuity characteristics.”
Oliver and Tom Fozard of Rooster’s
light with cans; the best bottles in that respect are the brown ones, but cans are better. And you can get cans into different places – bars that wouldn’t otherwise be able to stock our beer.”
While not everyone is convinced
cans are better – Thornbridge is sticking to bottles for now – their introduction demonstrates how the industry is seeking to get beer to the customer in better condition. And it’s not just British brewers. If anything, the focus on quality in
American craft beer is greater, and the steps taken to ensure that beer crosses the Atlantic in perfect condition are impressive. “Beer is perishable,” says Andrew Morgan of the Bottle Shop, a Kent-based importer and
“We see growing demand for the malt-forward styles, which can have sweeter, toasted and biscuity characteristics” Bob Pease
www.thecaterer.com
All part of the family It’s this diversity that may prove to be craft beer’s greatest strength. It’s often assumed that craft beer as a category excludes Britain’s traditional family brewers, but that’s not really the case. Many would say that they’ve been mak- ing ‘craft beer’ for a long time, and plenty of them, like Wadworth in Devizes, Wiltshire, are only too happy to embrace the growing popularity of flavoursome beer. Paul Sullivan, Wadworth’s sales and marketing director, high- lights one of the key challenges that brewers face: ensuring their beer is in peak condition when it reaches the customer, who – and this is crucial – must want to drink it. “You should always give people the chance to try before they buy – they are much more likely to buy a pint of a new beer if they’ve had a sip or two first,” he says. “The nat- ural innovators won’t be afraid to try something new, but the mass market is less confident. “Staff training is essential – the perfect ‘store and pour’ is everything and it’s really impor- tant that, as the beers change, the staff have a strong knowledge of new beers and an appreciation for them. Wine has become suc- cessful through knowledge, and we need to do the same for beer.”
20 March 2015 | The Caterer | 61
▲
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80