Tuesday 13 December 2016
- The power of positive marketing: I’ve been thinking a bit lately about my choices. Having a choice is a brilliant thing but sometimes, when it comes to beer there are restrictions on how accessible the beers you want to enjoy are. Social media however, does not restrict the access to information about and interaction with a brewery; which also influences your choices, both in a positive or negative way. I’ve made an attempt to map this out in terms of a perception versus frequency of consumption matrix using 8 breweries as an example. There are some breweries that I rarely drink but maintain a positive view on driven by their social media, communications approach and the opinions of people that I respect. I would put Cloudwater, Marble and Wild Beer in that category. Magic Rock was in this category until their canning line meant Salty Kiss, High Wire and Cannonball flooded the streets. Beavertown and Five Points are the two breweries whose beer I am most likely to have in hand. I remain a ‘reluctant customer’ of most of Fullers range given their stranglehold on West London and their lack of choice in their pubs (unless you like Fullers). Chorlton is an interesting one. Yes, their beer is fantastic, but their social media presence is at times, puzzling. Listening to the Beernomicon interview with Mike, Founder of Chorlton, he acknowledges this, but frankly doesn’t care. Each to their own, which is why having choice is a great thing.
- Aussie, Aussie, Aussie: this week sees the conclusion of the Pirate Life launch tour of the UK. Based in South Australia, Pirate Life is a relatively new brewery (est 2014) with a big reputation for great beer as illustrated by their performance in the annual Hottest 100 Craft Beers (where they featured 3 beers in the top 11) and winning Ratebeer’s ‘best new brewery in Australia’ in 2014. We’ve seen a few Australian craft breweries start to import to the UK, albeit it without the reputation of Pirate Life including Vale Brewing and Prancing Pony. I for one have a few questions. Where does the narrative of the start-up Aussie craft beer scene fit with the craft boom in the UK and the wave of imports from US brewers with a relatively well understood craft legacy? How will their highly regarded hop-forward beers fare on the long journey from Australia? Time will tell. I for one will refuse to comment until I at least try the beer!
- Festival fever: how ambitious should craft beer festivals be in 2018 and beyond? With news that Beavertown’s birthday beer festival scheduled for 18th February sold out, London Craft Beer festival moving to a bigger venue in 2017 and IndyMan consistently sold out – is it time for craft beer festivals to think big? GBBF big?