The Brewers Journal May~June 2022, iss 3 vol 8 by Reby Media

THE MAGAZINE FOR THE PROFESSIONAL BREWING INDUSTRY

BREWERS

J O U R N A L

MAY~JUNE 2022 | VOLUME 8, ISSUE 3 ISSNISSN 2059-6669

NEPTUNE BREWERY Liverpool’s leading lights 18 | DEAR JOHN: CREATING COLLABORATIONS

53 | SURESHOT: THE RETURN OF JAMES CAMPBELL

65 | BRANDING: BROOKLYN BREWERY’S NEW LOOK

DEFINE SUCCESS D uring the last few weeks

of us as this collective group of brew-

I’ve been fortunate to visit

ers – not individuals – so in our eyes, our

several breweries, of sever-

success is measured the same. But a

al sizes in several countries.

friend of his, who works with food entre-

And it got me pondering

preneurs, says that the worst thing you

about some thoughts my colleague Velo

can do as a founder is to aim for some-

Mitrovich shared on defining success

one else’s definition of success.

with guests at our recent Distillers Lec-

They say that the pursuit of another’s

tures event in Edinburgh.

goal has been the death of far too many

He recalled when he was kid he’d go

brands. Across the globe we’ve seen

fishing with his dad down at the Shel-

breweries make the mistake of falling into

ter Island fishing pier in San Diego. In

this trap of seeing their success defined

hindsight, by his own admission, his

by someone else. We’ve seen breweries

family was pretty broke, but fishing was

target growth while forgetting what made

one thing they could afford. Because of

them successful in the first place, and

their dad’s work – he was a fishmonger

they’ve suffered as a result.

– about the only time he had off was in

Back to Velo in Shelter Island. A few

the evenings so that’s when they’d go to

pre-Covid years ago he was showing his

Shelter Island. Located close to where

wife the fishing pier, sharing memories

the Pacific entered the harbour, he says

of his father, and told her about the steak

you could smell the sea with highlights of

houses. “One day,” I told her. “One day

salt, fish, and kelp in the air.

when I’ve made it, we’ll eat at one.”

LEADER

“I don’t know what you consider ‘making

brewersjournal.info

Directly across the street from the free

it’ but we’re doing okay. Why not now?”

fishing pier were about four or five ex-

she said. Here was a problem, however.

pensive hotels with even more expensive

While my measure of success hadn’t

restaurants. You could smell the fat from

changed, San Diego had. The restaurants

the steaks being grilled and hear laughter

were all gone except for one which was

as people would sip their cocktails. Com-

vegetarian. About five blocks away they

bine the smell of the grilled steaks with

finally found a restaurant for the yachting

that of the sea and to him at my young

crowd which did steaks and they went in.

age, he figured that was the smell of

But sadly, he says it was the worst steak

success. Someday…yeah someday when

in my life, even worse than what they got

they made it, they’d experience it all.

in army boot camp..

In talking with brewers both here and in Europe, we all seem to have our own

So when you think about your success,

definition of what success is. Seeing your

remember that as you and your business

beer on the top shelf of your local store,

ages and grows your definition of what

making that first million in sales, or as one

success is might change. Success isn’t a

small brewer says, they would know he

word carved in stone, be flexible with it.

reached success when they could quit their second job. I think a problem many

Tim Sheahan

of us fall into however, is that we see all

Editor

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MAY~JUNE 2022

CONTENTS

Brewers Congress 2022 | The Lowdown The latest lowdown on The Brewers Congress Dear John | Collaborations John Keeling has always been a fan of collabs and this year, he’s already been involved in two. Talking Point Tim O’Rourke argues that if you run a brewery, it’s your responsibility to monitor the flavour of the beers you produce throughout their life cycle.

Comment | Draught Dispense Why draught maintenance is paramount.

Comment | Flooring The epoxy resin systems opportunity in flooring.

Comment | Cask Beer What we can learn from other sectors.

Trending Rules to sell by and the role the Portman Group plays in the world of beer and brewing . Meet The Brewer | Neptune Brewery Julie and Les O’ Grady discuss expansion, the ongoing desire for consistency and why Liverpool deserves more credit.

Case Study | Labelling Butcome Brewery’s labelling setup in the spotlight

Science | Fermentation Systems Tim O’ Rourke on the mechanism of yeast growth and its behaviour during fermentation.

Focus | Water Why wastewater treatment should be personal for your brewery

61 Sustainability

The lowdown on key sustainability trends to guide brewers to make the most environmentally responsible choices in packaging.

MAY~JUNE 2022

BREWERS JOURNAL

CONTACTS Tim Sheahan Editor tim@rebymedia.com +44 (0)1442 780 592

53 Meet The Brewer | Sureshot

The Manchester-based business that’s determined to make its mark with an excellent, high-quality product. And it’s doing just that.

Velo Mitrovich Deputy Editor velo@rebymedia.com +44 (0)1442 780 591 Tim O’Rourke Technical Editor tim.orourke@rebymedia.com Josh Henderson Head of sales josh@rebymedia.com +44 (0)1442 780 594 Jon Young Publisher jon@rebymedia.com Reby Media 6 Grove Road, Hemel Hempstead, Herts, HP1 1NG

From Grain to Glass

How maltsters are working with brewers to showcase how the availability of novel malting barley varieties helps jump-start fresh flavour profiles

65 Branding

Leeds-based strategic branding agency Robot Food has created a global design refresh for Brooklyn Brewery, creating consistency across the legacy brand’s range while retaining its iconic Milton Glaser-designed logo.

brewersjournal.info

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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, 6 Grove Road, Hemel Hempstead, Hertfordshire, HP1 1NG. Subscription records are maintained at Reby Media, 6 Grove Road, Hemel Hempstead, Hertfordshire, HP1 1NG. 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 2022

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NEWS

PRESSURE DROP TRIALS FOURDAY WEEK

ADOPT A CARE HOME FOR BEER DAY BRITAIN June 15th is Beer Day Britain, the UK’s annual national beer day, and organiser Jane Peyton is asking breweries to adopt a local care home for the 2022 event. Care home residents have experienced real isolation over the last two years and

tarting this June Pressure Drop will be joining a national trial to test

if they cannot get to the pub for a beer,

the effectiveness of a four-day working week. The London-based

taking the beer to them will mean they

craft brewery will be offering all permanent staff an extra day off with

can join in with the celebration of Britain’s

no loss of pay. They hope to make the trial a success and be a part of

national drink.

progressive change in the modern working environment.

Sydmar Lodge Care Home in north London has done that each year since Beer

The trial, coordinated by campaign group 4-day Global, operates on a 100-80-100

Day Britain was first celebrated in 2015.

model- 100% of the productivity, 80% of the hours, 100% of the pay.

In the past breweries such as Timothy

It follows many successful trials in different institutions and countries, which have

Taylor’s, Brixton Brewery, Fuller’s, and

consistently demonstrated no loss of productivity (and in some cases increased

Wells & Co have generously donated

productivity) alongside significant benefits in terms of employee well-being, pro-

beer to residents and staff so they can

ductivity, engagement, retention, environmental effects, parental time, and others.

participate in the National Cheers To Beer toast at 7pm.

As a manufacturing company, who makes and ships a physical product, and pro-

Jane Peyton, beer sommelier and instiga-

vides customer service alongside that, there will be challenges for Pressure Drop

tor of Beer Day Britain said :How brilliant it

that are not faced in the same way by many other companies which enjoy greater

would be if breweries around the country

flexibility around work location and timing. Pressure Drop will maintain its current

could contact the events manager of

hours of operation and spread the additional days off across the week.

a local care home and offer to provide some beer for them for Beer Day Britain.”

Pressure Drop co-founder/director- Sam Smith explained: “When we started the business almost ten years ago now, we wanted to create a workplace for ourselves

For more information and to download

with a natural level of balance, which others could join, doing something that was

a logo please visit www.BeerDayBritain.

both constructive and worthwhile. We wanted our work to produce something we

co.uk or on social media – @BeerDayBrit-

could be proud of.

ain on Facebook, Instagram, and Twitter.

“Brewing, packaging and selling beer was, and is, in many ways a simple life. There are periods of intense work, and other times when we must wait, and, as the cliché has it, let the yeast do the work. “We’ve never been the kind of brewery to crank the maximum possible from our kit by brewing multiple times in one day. We didn’t want our workplace to be one in which people started work at 4am, or finished work at midnight, with irregular shift times and patterns of sleep. “We expanded into our current Tottenham site in 2017, building a larger brewhouse and taproom than the small railway arch brewery we started out in, but we never

BIG DROP SECURES NEW SUPERMARKET LISTINGS

wanted relentless expansion to be our model. Endless growth is something we are taught is desirable for a business, but that cannot work if everyone is trying to do

Alcohol-free only brewer, Big Drop, has

the same thing.

secured listings across 400 Sainsbury’s

“There has to be a place for a small business to remain small. Today we are a team

and Tesco stores for its new boxed 4

of 9 full-time employees, of whom 8 work at the brewery. We did not, and do not,

packs.

want to take over the world. “For these reasons, we think we are a good fit for the 4-Day Week trial. We hope

The first of Big Drop’s beers to be pack-

that our progress as a brewery will be a source of keen interest for the experts and

aged in this new 4x330ml can format is its

researchers supporting the trial, as well as to others in the beer industry. We also

0.5% abv Paradiso Citra IPA – which was

look forward to their help in overcoming these challenges, while accepting that

available in Sainsbury’s and Tesco from

ultimately the solutions must come from within our own team.”

April.

brewersjournal.info

MAY~JUNE 2022

NEWS

WHIPLASH BEER LAUNCHES UK ONLINE STORE

Award-winning Irish microbrewery Whiplash Beer has announced the launch of their online store in the UK. This follows on from the success of the shop in Ireland, with the brewery offering the freshest Whiplash Beer via the store at whiplashbeer.co.uk. The shop has launched with a huge variety of Whiplash’s latest beers, with mixed packs including Smoke Stack Lightnin’ Brown Ale, Surrender to the Void Double IPA and The Sup Porter. The shop is also stocking Whiplash’s core beers Rollover Session IPA and Body Riddle Pale Ale in a variety of 6, 12 and 24 packs. Shipping will be a flat rate of £4.99, however is currently free as part of the launch. As the beers are shipped from the UK, there are no additional customs or duty charges.

Brewed using American ‘C’ hops (Chi-

success of the five head CF25 model.

Budweiser Budvar, the national brewery

nook, Cascade, Citra & Columbus),

The CF15 retains all the industry lead-

of the Czech Republic, has launched

Paradiso is one of the most popular

ing features of the CF25, including the

Budvar Nefiltr, a rebrand of its 4% unfil-

beers in the Big Drop range and available

automated lid dispenser, with undercover

tered and unpasteurised lager, previously

on draught in a growing number of pubs.

gassing and pre-fill purge and post-fill

known as Kraüsened.

It was not only judged a ‘World’s Best’ No

gas injection for consistently low levels of

& Low IPA in the 2021 World Beer Awards

dissolved oxygen.

but was even the winner in a full-strength

Budvar Nefiltr is a unique 4% Czech lager that blends mature and fresh batches to

category, beating 6% abv IPAs into sec-

There is also the option to integrate a

create a uniquely hazy, unfiltered lager

ond and third place.

rotary infeed table, to assist the ma-

sold exclusively on draught.

Rob Fink, founder & CEO of Big Drop,

chine operator and increase the level of

The name Nefiltr also highlights the

commented: “Alcohol-free is an exciting

automation, along with further options for

beer’s signature, unfiltered nature. This

category to be in right now and one of

adding a date coder and can labeller. The

is key to creating its distinct, beautifully

the key drivers in moving craft beer for-

CF15 canning line is suitable for standard,

hazy, gold colour, and its deep, crisp

ward among retail. A growing thirst from

slim and sleek cans, and changeovers

flavour. The gentle second fermentation

consumers is leading to greater shelf

between different can heights are quick

caused by the intriguing blend of young

space, with larger formats offering better

and easy.

and mature beer sets Nefiltr apart from

value on price per unit than singles cans

The CF15 is available on a short lead

Budvar’s core family of Czech lagers.

or bottles.”

time, with prices starting at £32,500. With

INNOVUS LAUNCHES NEW CANNING LINE Innovus Engineering has added a new 1,000 can per hour model to its CF canning line range. The CF15 is a new, compact two head canning line, based on the previous

MAY~JUNE 2022

a capacity of 1,000 cans per hour, this

Discussing the rebrand and launch of

canning line represents a competitive

Budvar Nefiltr, Jitka Vlčková, managing

price point for breweries that want to start

director of Budweiser Budvar UK, said: “At

canning in-house.

Budvar, we use the same four ingredients as we do for our Original, Dark and

BUDWEISER BUDVAR INTRODUCES BUDVAR NEFILTR

Nealko lagers: whole-cone Saaz hops from Žatec; natural, soft water from our own artesian well; Czech malting barley from Moravia; and our heritage strain of yeast. However, it is the absence of filtration that is the key to a premium, full-flavoured lager.”

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NEWS

DIAGEO INVESTS £40.5M IN PACKAGING

LALLEMAND LAUNCHES APP

Diageo is making a £40.5m investment to

the world, and embrace their We Brew

expand capacity at its packaging facilities

With You™ moto, Lallemand Brewing has

in Belfast, Northern Ireland and Runcorn,

launched the LalBrew® app, available in

Pubs and bars are getting involved in a

England, which is set to support the

English, French and Spanish.

charity campaign, as part of celebrations

growth of Guinness Draught and Guin-

This application will provide brewers

to mark the Queen’s Platinum Jubilee.

ness Zero. The facility in Belfast will see

with helpful tools including a special-

After tough times for the hospitality

its canning production more than double

ized pitching rate and titratable acidity

industry, and in every UK neighbour-

with a £24.5m investment that will convert

calculators. Other key features include

hood, they’re seizing the chance to help

existing warehouses into a new state-

a specialized Strain Selector tool and

the whole country come together this

of-the-art packaging line capable of

distributor contacts to help you find prod-

summer: to raise a glass to the Queen,

producing 72,000 cans per hour. A further

ucts all over the world. Most importantly,

toast their community, and raise money

£16m will be invested at the Runcorn site

we have developed a chat feature that

for good causes too. Opening hours have

to significantly upgrade its bottling line

will allow you to ask direct questions to

been extended for the 2nd to 5th June,

and expand warehousing capacity.

the technical sales team, having access

and managers of every licensed prem-

Diageo is making the investment to meet

to help at your fingertips.

ises in the UK are being encouraged to

global demand for Guinness products

“We are tremendously excited about the

host a special Big Jubilee Lunch, or a

from domestic and export markets, with

release and the possibility to provide

Thank You Day party – and to serve lim-

the expansion set to support accelerated

quick and direct support to brewers. It

ited edition Thank You beers. These are

production and product innovation. It will

feels like the next logical step in pro-

being crafted by a host of leading brew-

enhance efficiency and competitiveness

viding quality technical support to our

ers – all to a recipe devised by Adnams

at both sites. Construction is set to begin

customers,” said Brent Jordan – general

Production Director Fergus Fitzpatrick.

immediately with capacity at both facili-

manager at Lallemand Brewing.

100% of profits from Thank Brew sales will

To extend its support to brewers all over

ties expected to come online in 2023.

GUINNESS LAUNCHES ‘COLD BREW COFFEE BEER’ IN GREAT BRITAIN

UK HOSPITALITY GETS BEHIND ‘THANK BREW’ CAMPAIGN

be donated to three good causes.

Guinness has added Guinness Cold Brew Coffee Beer (4% ABV) to its portfolio. Described as where “ice cold Guinness meets cold brew coffee”, the latest release was available in Tesco stores from 19th April, with a wider roll out across the off-trade including wholesalers and convenience throughout April, May and June. With flavoured alcoholic drinks continuing to grow in popularity, and 95 million cups of coffee being consumed each day in GB, Guinness Cold Brew Coffee Beer brings the “magic of Guinness and coffee culture together”. In a statement, the company said: “Exciting existing Guinness drinkers with new ways to enjoy the stout, the new brew also aims to recruit new adult drinkers to the brand.”

MAY~JUNE 2022

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Brewers Halfpage - 190x125mm.indd 1

11/01/2022 15:19

DEAR JOHN

BETTER TOGETHER

JOHN KEELING HAS ALWAYS BEEN A FAN OF WORKING WITH FELLOW BREWERS - ESPECIALLY WHEN IT IS TO BREW A COLLABORATION BEER AND HAVE SOME FUN ALONG THE WAY. IT IS GOOD NEWS THEN THAT IN 2022, HE HAS ALREADY HAD THE CHANCE TO BREW TWO SUCH CREATIONS.

MAY~JUNE 2022

have always enjoyed

to join us. Charlie Long jumped at the

collaborations. To me they are a

chance and luckily his boss Guy Stewart

wonderful opportunity to meet

let him. John got in touch with the head

new friends and see old ones

brewer at Sambrook’s - Harley Williams

again. To get out of your premises

- who wanted to be part of this. So, the

and see other breweries for the first time.

four of us put our heads together and

To get new ideas and incorporate them

came up with a recipe and a brew date.

in your brewery. In other words, to get out

Then Ed Fryer of Fuller’s Inns got to

and have some fun while making some

hear about our little endeavour, and he

connections they will be hopefully be

decided to sell all we could produce in

with you all your career.

Fuller’s pubs! It’s lucky for us we have good connections.

So, imagine my delight when during a chat with John Hatch he suggested a

So, the day arrived Charlie and Harley

collaboration. I, of course, jumped at the

jumped into action, John and I had a

chance. I first came across John just after

cup of tea and carefully supervised.

he joined Young’s Brewery. In those days

Well, what do you expect from two

the Young’s and Fuller’s brewing teams

senior brewers! I hope you all get a

used to get together on a regular basis

chance to taste this beer. This is really

to play darts, bowls and have a good

the first collaboration between Fuller’s

time. We always met up at a Fuller’s pub

and Young’s and brought about by

or at a Young’s one, so lots of beer was

Sambrook’s.

imbibed. It did help that the head brewer had arranged for free beer plus the odd

During the planning of this collaboration,

sandwich. Great days indeed.

I was contacted by my old friend James Campbell. He asked did I fancy doing a

I also followed his incredible story

collab beer together, I thought ‘wow no

keeping the Young’s Brewery alive until

brewing collaborations for three years then

Sambrook’s rescued both him and the

along come two at the same time’. London

Young’s heritage by opening a brewery

Buses eh!

on the old Young’s site in Wandsworth. Now, after 15 years of managing the site

I first brewed with James when he was

and his microbrewery, he is now a fully-

head brewer at Marble when he wanted

fledged Sambrook’s brewer!

to brew an ESB with me. Unfortunately the Fuller’s directors would not allow

Well, we decided to make a beer

us to call it ESB, so James called it Old

together, so I wanted to get Fuller’s

Manchester instead. When I asked him

involved. I asked for one of their brewers

why that name, he said ‘well you are old

BREWERS JOURNAL

DEAR JOHN

and from Manchester”. Some friend.

and brew a beer with peated malt. If he

James then went on to become

was going to have a challenge, then it

head brewer at Cloudwater, then a

better be a big challenge. I still have a

commissioning brewer at SSV before

couple of bottles of Peat Souper, and it is

getting back into brewing with Sureshot.

aging very well indeed.

So naturally I jumped at the chance and later this month (April, at the time of

Finally, I would like to remind everyone

writing) I will be travelling to Manchester

that if you would like to brew an ESB than

to make a beer with James. Happy

to call it an ESB you will need me to bless

memories indeed.

the brewhouse. A small fee would have to be arranged too...

Indeed, I have made many friends in the world of beer and met many characters, one of the biggest characters was Hardknott Dave One of the first collaborations I did was with Dave at Hardknott brewery.

I travelled up to brew with Dave and Ann. I remember he gave me a child’s spade to dig the mash tun out,” John Keeling.

I travelled up there to brew with him and Ann. I remember he gave me a child’s spade to dig the mash tun out. Typical Dave. I invited Dave to be part of the first Fuller’s and Friends Six pack collaboration set and again typical of Dave he decided to push the envelope

brewersjournal.info

MAY~JUNE 2022

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TALKING POINT

SAME AGAIN PLEASE!

IF YOU RUN A BREWERY, IT’S YOUR RESPONSIBILITY TO MONITOR THE FLAVOUR OF THE BEERS YOU PRODUCE THROUGHOUT THEIR LIFE CYCLE. BECAUSE FAILING TO DO SO COULD COULD SEE YOUR CUSTOMERS SIMPLY MOVE ON TO THE COMPETITION, EXPLAINS TIM O’ ROURKE, TECHNICAL EDITOR OF THE BREWERS JOURNAL.

he biggest challenge facing

TRUENESS TO TYPE

any brewer is to produce a consistent beer from

Taste records can identify any changes in

variable brewing materials.

beer quality and highlight any beers that

The only way to detect

are not up to standard allowing remedial

change is through differences in flavour

action to be taken. By tasting the beers

profile.

throughout their shelf-life flavour stability

A salient story about this was told by the

can be evaluated and is a valuable

grandfather of craft brewing, Peter Austin,

reference to check trade complaints.

who found himself in a pub drinking the

To make the results less subjective

competition’s beer. He quickly realised

each flavour attribute can be assessed

his problem and went back to the

for intensity along with any unwanted

brewery and threw all his hops in the

flavours so that it can be compared with

skip because they had aged and were

the idealised profile providing a more

presenting as “cheesy”, “sweaty socks”.

detailed indication of quality and steps required to put it right.

It is part of our duty to monitor the flavour of all our beers before packaging

DIFFERENCE TEST

and throughout their shelf life as well as sampling the beers in trade. Our

When conducting trials or comparing

customers will not necessarily tell us if

products it is useful to know if the

our beers are not up to standard they will

differences would be noticeable to

just move on and buy another brand.

consumers. This is usually carried out by a Triangular or Three glass taste test

Every brewer knows “exactly what their

where tasters are given three glasses of

beer tastes like”, but few have a flavour

beer, two the same and one different,

panel and regular tasting, recording the

and asked to identify the odd glass.

results. Major brewers are obsessed

An additional benefit is that the difference

with the consistency of their brands and

can be confirmed by statistics. A typical

all the packaged beers will be tasted

panel size should be a minimum of 15

by at least two separate trained panels

taster and if:

along with all the ingredients, some

➢u 9/15 reported a difference test then

brewers taste up to 10 samples of water

there is a 95% chance that it is significant

a day, drawn from different parts of the

➢u 10/15 reported a difference test then

process, to identify any taints. Many craft

there is a 99% chance that it is significant

breweries do not have a regular process

➢u 12/15 reported a difference test

of sensory analysis and substandard

then there is a 99.9% chance that it is

beers do slip through.

significant

FIGURE 1 BASIC SENSORY TRUENESS TO TYPE RECORD FOR KEG BEERS 6/4/2022

Brand

Gyle

Date

Aroma

Haze

Taste

Pass/ Fail

Comments

Lager

2122

3/4/22

DMS, grainy

Bright

Fresh fruity

Good

Clean tasting slightly low carbonation

IPA

2123

5/4/22

Citrus, Floral

Slight Hazy

Bitter

Excellent

Harsh after taste

brewersjournal.info

MAY~JUNE 2022

TALKING POINT

FIGURE 2 TRUENESS TO TYPE SENSORY RECORD FOCUSING CONSISTENCY AND AREAS OF DIFFERENCE Key Positive Characteristics - Sum of total A = Flavour character

Less Intense

Standard

More Intense

Malty

Bitter

Hoppy

Fruity

Alcoholic

Sulphury

Sweet

Mouthfeel

The ideal beer would score the maximum of 3 points with a lower score if the character has a higher or lower intensity

Key Negative Characteristics Flavour Term

Slight

Noticeable

Strong

Stale

Diacetyl

Acidic

Other

Description

Negative characteristics should be absent with negative scores if identified in relationship to its intensity

Scores Score

100%

96%

89%

81%

74%

66%

58%

% True to Type

intensity of key flavour attributes of the

Figure 3 Three glass taste test where consumers are asked to identify the odd glass

SESSION TASTING

beer. Knowing the flavours, it is possible to pinpoint the source of difference

Most tests described above involve

and take the remedial action. This is

tasting small volumes of beer and

particularly effective if plotted onto a

making fine judgements on quality. By

spider diagram which allows a number of

contrast, most of our customers drink

beers to be compared.

several pints. A major quality of beer is its “Quaffability” or drinkability. Many

➢u < 9/15 did not detect a difference then

The principal differences between the

outstanding West Coast IPA are fabulous

it can be assumed that the products

two samples shows that the trial beer is

on the first taste but become challenging

represent the standard flavour profile.

less sweet, drier, more bitter, and grainier

as you reach the bottom of the lass. You

However, these data have limited value

than the control beer. Increasing the final

certainly would not want another.

since they do not record the nature and

gravity (checked by final attenuation)

An important (and enjoyable) part of

reason for the difference or even the

would increase the sweetness and

the Brewers craft is to drink beers in

taster preference.

fullness of the beer as well as balancing

volume, and this is particularly good

the higher bitterness. This may simply be

when sampled in a retail outlet. He needs

achieved by increasing the mash stand

to know what his beers taste like and

temperature by 2 to 40C.

“would you have another?”

FLAVOUR PROFILE A more descriptive process is to use a Flavour Profile which describes the

MAY~JUNE 2022

BREWERS JOURNAL

TALKING POINT

FIGURE 4 FLAVOUR PROFILE SHEET Flavour Descriptor Flavour character

Less Intense

Flavour Intensity 1

Burnt Caramel Malt flavours

Malty Grainy Sweetcorn (DMS) Bitterness

Hop flavours Hoppy Floral / Fruity Aldehyde Raw apple Butterscotch (diacetyl) Sulphidic SO2 Yeast flavours Sulphitic H2S Phenolic Clove Alcoholic Papery Oxidised Process and aging

Chlorophenol (medicinal) Light-struck (skunk) Acidic

Taste

Sweet Mouthfeel Excellent

Very good

Good

Fair

Poor

Bad

Awful

% True to Type

Beer Tasting Flavour Profiles Sweet:

Burnt 10 Beer Tasting Flavour Profiles Caramel Figure 5 Flavour Profile sheet comparing an 9 ideal beer with a trial Burnt Malty, 8 10 Caramel 7 9 6 Grainy: Trial beer is Sweet: Malty, 8 5 thinner and 7 4 the drier than 6 Acidic Grainy: 3 Sweetcorn DMS: 5 control 2 4 1 3 0 Lightstruck Skunky Sweetcorn DMS: 2 Bitterness 1 0 Chlorophenol medicinal Bitterness Hoppy Floral / Fruity Papery OxidisAldehyde ed Sour Apple

holic

henolic Clove Sulphiti c H2S

Hoppy Floral / Fruity

Butters cotch Di acetyl Alcoholic Sulphidic SO2

CONTROL

brewersjournal.info

TRIAL

Trial beer has a lower malt & more grainy flavour The trial beer is more bitter with less hoppy aroma

Aldehyde Sour Apple

Phenolic Clove Sulphiti c H2S CONTROL

Butters cotch Di acetyl Sulphidic SO2 TRIAL

MAY~JUNE 2022

TALKING POINT

FIGURE 6 TYPICAL SELECTION OF OFF FLAVOUR SPIKES & BEERS USED IN SENSORY TRAINING Sample No

Day 1 Spike sample Fermentation Flavours

Day 2 Spike sample Sulphur Flavours

Acetaldehyde

Sulphidic

Diacetyl

Sulphitic

Lactic

Mercaptan

Brett Barnyard

Papery

Chlorophenol

DMS

Beer Samples with specific flavour notes

TASTE TRAINING Everybody has a different threshold for

4VG Taste profile German, Belgium & American wheat beers

Light-struck 3G Bottle v Can Becks

Sour Beers – Lambic, Gose & Duchesse de Bourgogne

DMS – Carling v Heineken

VDK – Pilsner Urquell

Forced V Fresh Stroud Beer samples

can readily recognise off flavours. You

and sensory monitoring. Brewers are

can also select or treat beers to develop

constantly faced with variation and

flavour taints to help panel recognition.

availability in raw materials, particularly in the supply of aroma hops, and must

individual flavour descriptors and use different terms to described them. To be

Best results are obtained by limiting each

make careful selection and adjustments

able to take full advantage of the sensory

session to 5 spiked samples to avoid

to reduce inconsistency. Checking for

techniques describe requires a flavour

overwhelming taste buds. Once trained,

consistency with a properly trained

panel of at least 6 people with tasters

the Panel will benefit from refresher

flavour panel makes sense. Inconsistency

trained to identify the individual flavour

training every six months.

and product failures will result in lost

notes.

Making a consistent beer “that tastes the

trade.

A convenient way is to use flavour spikes

same every time” is not just following

such as those available from FlavorActiV

a recipe but requires close attention

added to your beer so that the panel

to detail, accurate measurement,

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 24

MAY~JUNE 2022

BREWERS JOURNAL

THE OLD LIBRARY ZELLIG, GIBB ST, DERITEND, BIRMINGHAM

18 MAY 2022 | 12.30-17.00

CHRISTIAN BARDEN PURPLE VELOCITY SIOBHAN HEWISON COMMUNICATIONS MANAGER LOTTE PEPLOW BREWERS ASSOCIATION ROBERT PERCIVAL LALLEMAND BREWING JOHN TAYLOR DROP PROJECT CHRISTIAN TOWNSLEY NORTH BREWING COLIN STRONGE SALT BEER FACTORY

BIRMINGHAM BREWERSJOURNAL.INFO/LECTURES

COMMENT

CUT COSTS WHILE IMPROVING QUALITY

BREWERS CAN SPEND YEARS OF PRECIOUS TIME AND RESOURCES PERFECTING THEIR BREW. IN ORDER TO UPHOLD THE INTEGRITY OF THAT BEER WHEN POURED IN THE TAPROOM, A HIGH LEVEL OF DRAUGHT MAINTENANCE IS PARAMOUNT.

MAY~JUNE 2022

egular draught line

chemicals on a regular basis to remove

cleaning is crucial to

organic and inorganic buildup within

protect the integrity of beer

the lines. Doing so requires significant

served on tap. That said,

volumes of beer, chemicals, water, and

chemical line cleaning

labor hours to be dumped down the

carries a number of inherent costs based

drain. Depending on the configuration of

on the volumes of beer, water, and

the draught system, an establishment

labor hours dumped down the drain. In

can easily dump thousands of dollars in

the wake of COVID-19, breweries face

beer alone over the course of a year.

additional challenges including labor shortages, reduced capacities, and

LINE MAINTENANCE

supply chain interruptions which only stress the underlying costs of draught

Leveraging a proven water treatment

maintenance.

technology that has been embraced by some of the world’s largest

Here, we look at a lab-tested and

power, technology, and government

field-proven chemical-free technology

organizations, the team at Draught Guard

originating from the water treatment

built an efficient and reliable solution

world—and its rapid adoption by

for brewers to maintain beer lines. The

breweries and industry stakeholders

system, validated with years of field pilots

to maintain clean beer lines while

and university studies, is now used by

significantly reducing costs. Many

large craft breweries, restaurant chains,

establishments are outperforming their

sports venues, and even line cleaning

normal chemical cleaning with the

services.

technology, extending line flushes to at least eight weeks, and are saving

Starting with a completely non-invasive

thousands each year.

installation, its proprietary technology

To maintain draught quality, breweries

propagates a low-frequency signal

traditionally flush their beer lines with

throughout the entire beer line,

BREWERS JOURNAL

COMMENT

AVERAGE LINE CLEANLINESS IMPROVED BY 87%

TARGET ATP LEVEL (REPRESENTING LAST DAY OF CHEMICAL CYCLE)

IN ACTION

regardless of length. This signal creates

sought third-party validation of its

a surface charge within the line, making

technology and claims. In 2008, ASHRAE

it extremely difficult for organic and

commissioned a study through the

A large sports bar in the Midwestern

inorganic matter to attach. With that

University of Pittsburgh to evaluate

United States conducted a 12-week pilot

in place, owners and operators can

chemical-free treatment systems and

to evaluate Draught Guard’s efficacy.

confidently extend their line flushes

their effectiveness in controlling sessile

Treating over 125 draught lines stretching

from every two weeks to at least once

bacteria (biofilm) in cooling water

over 25 meters long, in addition to two-

every eight weeks. As Draught Guard’s

systems. Of the original technologies

week faucet and coupler maintenance,

focus is on treating the line itself, the

tested, including ultrasonic, magnetic

Draught Guard outperformed the

company encourages following the

and electromagnetic systems, none

previous monthly line cleaning after

Brewers Association’s recommendation

showed the ability to control microbial

reducing biological activity in the lines

of biweekly faucet and coupler

growth rates compared to the control. In

by an average of 85%. Armed with this

maintenance.

2012, an evaluation was commissioned

data, the bar confidently extended line

to test Draught Guard’s technology

cleaning cycles from once a month to

The team behind the technology

following the same protocol at the

once every 12 weeks and is projected

spent years conducting extensive data

university.

to save over $15,000 each year in beer wastage alone.

collection pilots with leading craft breweries, quality experts, and various

A 98% inhibition of sessile bacteria was

industry stakeholders to prove that

achieved against the control. Draught

Brewers can spend years of precious

Draught Guard is just as good—if not

Guard’s technology remains the only

time and resources perfecting their

better—at maintaining line cleanliness

chemical-free system to pass this test to

brew. In order to uphold the integrity of

over a period of at least eight weeks

date. In 2020, Montana State University’s

that beer when poured in the taproom,

as the currently recommended two-

Center for Biofilm Engineering conducted

a high level of draught maintenance

week chemical cycle. Prioritizing ATP

a similar study. While both the test and

is paramount. While costs continue a

monitoring and dip slide analysis, a series

control rigs were amended with Tryptic

seemingly endless climb across the

of dozens of field pilots conclude that

Soy Broth to encourage biofilm growth,

world, brewers now have a viable

Draught Guard not only maintained the

by the end of the nearly two-month study

alternative treatment method to reduce

level of cleanliness achieved by chemical

the treated system had approximately

wastage, water and chemical use, and

flushes, but in fact outperformed

80-90% fewer live biofilm cells than the

efficiently maintain an optimal draught

chemicals in each pilot.

control.

system.

Since its founding, the system has

brewersjournal.info

MAY~JUNE 2022

COMMENT

FIND THE RIGHT FIT WHEN IT COMES TO SPECIFYING THE FLOORING FOR YOUR BREWERY, THERE ARE MANY OPTIONS ON THE TABLE. HERE, RESINCOAT, A UK MANUFACTURER OF EPOXY SYSTEMS, OUTLINE THE NUMEROUS BENEFITS THESE OFFER WHEN IT COMES TO THIS ESSENTIAL BREWERY INVESTMENT.

hether you’re

non-porous finish with few cracks and

brand new to

grouts, minimising the risk of moisture

the industry or

and bacteria gathering. Easy to clean

looking to give

and maintain these systems can also

your existing

withstand powerful jet washing and other

flooring a refresh, careful consideration

cleaning methods, ensuring maintenance

must be taken when looking to install

is quick and easy.

your flooring. The flooring forms the foundation of your brewery and is one of

Epoxy resin systems are quite useful

the most critical parts of your facility; you

when it comes to durability. Generally

want the perfect balance of style and

advised two coats are required to create

functionality. There’s lots of discussion

a nice thick coating that is not vulnerable

around the best brewery flooring, epoxy

to crack or scuffs. These systems are

resin seems to be favourable whilst

tough enough to withstand heavy

urethane is a highly hygienic option. It

machine and forklift traffic as well as

really depends on the substrate you have

protecting the substrate from dropped

& the desired finish features you’re to

apparatus. Resinous flooring can be

achieve. In this article we’re focusing on

particularly important in high impact

epoxy flooring & discussing whether it

areas such as loading bays and brew

really is the best option for your brewery.

kettles providing excellent protection for

A typical brewery floor starts with

the concrete. Generally, epoxy systems

exposed concrete and although may

last for many years offering a long lasting,

look sturdy, will quickly become

smooth design. If your brewery has a

damaged and worn with foot traffic and

front of house, tasting room or visitor

heavy loads. An epoxy resin coating can

centre, creating a nice welcoming space

easily protect this whilst also providing

that’s aesthetically pleasing is important.

a smooth, high gloss appearance. The

The flooring can play an important role

epoxy coating can provide chemical

in representing your brand; resin systems

and sugar resistance along with a

generally boast a huge choice of colours

highly durable design; features that are

with a stylish high gloss finish.

extremely important when it comes to

If you’re a brewery wanting to create

your brewery floor.

something a little more unique, metallic epoxy systems can be used to create

Slippery conditions are inherent in any

the appearance of polished concrete.

brewery, so careful consideration has

Use warm earthy tones to create a

to be taken to ensure the flooring is

modern ambience that will certainly turn

safe for both staff and visitors. Exposed

the heads of visitors. An epoxy metallic

concrete can become slippery when wet

system can be customised with your own

so the best option is an anti-slip additive

colours creating a completely unique

that can easily be added to resinous

appearance.

flooring systems, providing excellent slip

MAY~JUNE 2022

resistance in both wet and dry conditions.

To summarise, epoxy systems appear

A full broadcast of anti-slip aggregate

to tick all the boxes when it comes to

can help avoid slips, trips and dangerous

these types of environments so we don’t

accidents.

see why they couldn’t be classified as

Spills are inevitable in a facility that

“the best brewery flooring.” It’s a great

produces beer and the porous surface

option for all breweries and with its highly

of untreated concrete can quickly

durable design it also means you’re not

absorb liquids causing unsightly

having to re-coat every few years.

stains and if not cleaned thoroughly

If you’re looking to invest in an epoxy

can result in the growth of bacteria.

floor choosing a credible supplier is

Resin flooring systems offer a smooth,

important.

BREWERS JOURNAL

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COMMENT

CASK IS BACK TO THE FUTURE THE CASK BEER MARKET IS IN DECLINE, AND MAKING A HIGHQUALITY PRODUCT REVERED THE WORLD OVER ISN’T ENOUGH TO REVERSE THIS SLUMP. INSTEAD, LOOKING AT WHAT WE SAY AND HOW WE SAY IT TO A NEWER, BIGGER, DIVERSE GROUP OF DRINKERS AS PART OF A TRULY UNIFIED BEER FAMILY, IS ONE SUCH APPROACH. AND TO ACHIEVE THAT, WE CAN LEARN A GREAT DEAL FROM OTHER SECTORS, EXPLAINS CHRISTIAN BARDEN.

y most memorable

Filtered too) for the same reasons. It just

first pint in a pub was a

stood proud upon the bar, everyone else

hand pulled Wadworth

seemed to drink it and I en-joyed it.

6X at The George & Dragon in Great

I’ve then gone on to enjoy the next

Missenden about three decades ago.

twenty-five years in the beer industry and

There was no real thinking behind my

had the pleasure of selling, marketing,

beer type or brand choice, it just stood

strategising, shipping & sipping many

proud upon the bar and everyone else

of the brands I grew up with…and many

seemed to drink it.

more.

That’s what we enjoyed in that pub in

brewersjournal.info

the same way we enjoyed Hob Goblin in

My career in beer doesn’t make my

the Pink & Lilly in Prin-cess Risborough,

opinion about beer brands, types and

Boddingtons Draft Bitter with the

flavours any more valid than anyone

revolutionary widget in the can when we

else’s. It perhaps gives me a little

caught up around each other’s (parents)

appreciation of the brewing provenance,

homes. Then it was Stones Bitter in the

process and practices. It perhaps helps

student union before mak-ing the big

with a confidence in knowing what I do

leap to Heineken Export (back then

and don’t like and why. But most people

there was a lower ABV Heineken Cold

reading this are way better qualified than

MAY~JUNE 2022

COMMENT I to walk and talk you through the clever

avoid and three it should embrace to

stuff behind the intricacies of the world’s

help boost the appeal — and sales — of

most common alcoholic beverage.

plant-based foods.”

So now let’s go back to my first pint in

In a bid to keep this simple; using

a pub, a cask beer,. It’s a category in

“meat free”, “vegan” “vegetarian” or

steep decline and given that it’s almost

“healthy restrictive language” is a great

a unique British national treasure it’s a

way to alienate large portions of your

“bitter” pill for many of us all to swallow.

target market. Instead, by emphasising

But understanding how a product’s

provenance, freshness, flavour, look and

life cycle works means it shouldn’t be

feel like every other product is referred

a surprise. Or should it? Likewise, the

to on a menu is enticing, enjoy-able and

product lifecycle should prompt us

sets totally different expectation to look

work out whether cask beer can meet

forward to and serve against, to a much

the needs of the evolving target market,

broader consumer base.

I learned that to succeed you really must fall in love with your problems,” Christian Barden

when or even if the focus should change or pivot again to maintain lon-gevity.

Cask Marque, Fast Cask, new brewers and breweries fusing the past with

Charles Wilson brilliantly led the Booker

the future with dedicated programs

(the wholesaler) turnaround on a three-

are proven successful extensions to

step principle of improving choice, price,

the lifecycle of cask beer. Perhaps the

and service and measuring progress

next exten-sion sits simply on the solid

through customer reviews. There are

historical foundations of cask and lies

thousands of businesses and brand

more in what we say and how we say it to

turnaround stories all over the world

a newer, bigger, diverse group of drinkers

and I’ve been fortunate to have been

as part of a truly unified beer family.

part of some of them. I learned that to succeed you really must fall in love with

I doubt that the silver bullet is just a

your problems, every one of them, with

menu (or chalkboard) marketing solution.

every fact available. Then you must start

But if categories such as plant-based

solving the problem from the customer

foods, wine and even breakfast cereals

and work backwards, as Amazon have

have had to loosen the grip on some of

done so well so far. But it’s hard, which

their firmly held beliefs to embrace and

is why so many industries, businesses,

create future trends, then I’m sure our

brands and people don’t do it.

beer community can nail this one too.

I see many breweries and pubs doing

Cask beer has more that unites us than

cask beer brilliantly, but the numbers

divides us in the history and future of

speak from them-selves, so cask beer

beer. Pulling together the campaigns,

must have some mix of choice, price,

brewers, venues and consumers that will

service, perception and quality prob-

be the future of beer in an all-inclusive,

lems to fall in love with to find out

risk-free, fall in love with our problems

where and if the life-cycle trends can

kind of way has to be a good solution to

be reversed or rejuvenated. Industry

ensure “Cask is back…to the future!”

campaigns such as “Cask is back…so back cask” and “The CASK Project” (amongst

Christian Barden is an experienced and

the longstanding programs) are leading

enthusiastic global beer industry leader.

the charge to address this.

He’s held executive positions at AB InBev, where he spent 15 years, and a range of

Listening to a fascinating radio article

drinks and hospitality related PLC’s and

about marketing vegan menu options in

SME’s. Most recently, he started Kegstar

hospitality, I started to wonder whether

in Europe, grew and lead it across three

the answer lies in similar do’s and

continents as global CEO and now holds

don’ts. Food Business News from 2019

a number of advisory roles across the

wrote: “After two years of research, the

industry.

institute [W.R.I] has identified four types of language the food in-dustry should

MAY~JUNE 2022

BREWERS JOURNAL

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MARKETING

RULES TO SELL BY

‘FIND A WAY TO REGULATE YOUR MARKETING OR WE’LL REGULATE YOU’ WAS THE THREAT MADE BY THE GOVERNMENT TO THE UK ALCOHOL INDUSTRY. THUS, PORTMAN GROUP WAS BORN. IT HASN’T ALWAYS BEEN THOUGH AN EASY RIDE. VELO MITROVICH REPORTS.

brewersjournal.info

xpats and visitors alike have

see the funny side and we are OK with

been amused for years over

that. We laugh at ourselves, so why not

some of the street names

let visitors in on it? So happy are we, in

in Hong Kong, including

fact, that we adopted the street name

Wan King Path, Man Fuk

for our gin,” says the gin’s website. Who

Road, and Fuk Hing Lane. One British

could be offended by this adolescent

expat decided that Fuk Hing Lane would

play on words – although the better

make a great name for a gin, but even he

question might be: What were they

realised he would be pushing the limits

thinking?

with that name. So, Paul Harper-Cox decided on Fok Hing Gin.

A single complaint was made to the UK’s alcohol trade body Portman Group, in

Distilled and bottled in East Midlands

which the complainant said: “It’s obvious

by InCognito Group – using Hong Kong

the intention is to shock and offend those

botanicals – there was never any doubt

who find swearing undesirable and

as to what its name sounded like despite

unacceptable.” There are 12 marketing

the company claiming it was an English

codes and Portman Group agreed under

romanisation of Cantonese, which meant

Code paragraph 3.3: “A drink’s name, its

fortune and prosper. “Our name sounds

packaging and any promotional material

like a popular western profanity, you say?

or activity should not cause serious or

Whilst that is a remarkable coincidence,

widespread offence.” The result was

we are actually named after a street in

if Fok Hing Gin wants to sell in the

our Hong Kong hometown; a name the

UK, it needed to make changes in its

locals have long since stopped guffawing

marketing.

at. But many visitors to our fine city still

MAY~JUNE 2022

MARKETING REGULATION

Needless to say, the gin creators and

However, from what I see, many of the

to small distillers and brewers can get

its fans were not amused by this lack of

negative views towards Portman Group

involved with funding, paying in with a

amusement. Fok Hing Gin fired back and

seem based on a lack of knowledge

sliding fee.

published a post on its Facebook on 12

about the Group. If you go its website

November. It read, “A letter to the Karen

and see the number of times each year

“We act as two things: we stand up for

that tried to cancel us because she got

Portman Group challenges the media

responsible players in the industry and

offended by a few Romanised Chinese

and NGOs who cherry-pick data or

make the case for the alcohol sector on

words and a street name…and then

statistics against the industry, you’ll see

its positive side,” says Lambert. “We also

took time out of her day to file a report.

that there is more to the Group than just

are the secretary for an independent

Here’s a discount code for your efforts:

making sure clowns don’t go on your

complaints panel, and this is my case for

“FOKHINGKARENS” for 25% off – UK store

beer bottles.

the value of regulation.” If you go to the Portman Group’s website’s decision page,

only, until this Sunday. PS: Thank you, you’ve helped us go viral and generated

30-YEAR JOURNEY

you have to think that they have Tiny Rebel on speed dial for the number of

more press and traffic we could ever imagine – more effective than a PR

According to Lambert, around 30-years-

times the brewery has been challenged.

agency! Might we suggest a new hobby?”

ago the industry was under attacked

Some of the other breweries that folks

by politicians due to alco-pops, and in

were somehow offended by include: Lost

You can just imagine the new Portman

particular one called Hooch. “Politicians

Brewing’s ‘Loose Juice’; Lost & Grounded

Group’s chief executive, Matt Lambert,

were sabre rattling about creating a

Brewers’ ‘Running with Sceptres’; and

shaking his head at all of this.

regulatory body to manage the alcohol

releases from Beavertown.

sector, to bring it into line,” says Lambert. “You may recall the phrase ‘the last

If you read, however, the decisions

If ever there was an organisation stuck

chance saloon’, which occasionally gets

regarding the complains, you’ll see that

between a rock and a hard place, it

thrown around by politicians when they

in many times, Portman Group seems

is Portman Group. A body created

say we’re going to have to regulate now.”

to be just as confused as the brewer as to what possible offense there could

and funded by the alcohol industry to regulate its own marketing, it walks a

Lambert says that the then prime

be. Lambert says that there are 12 rules

balancing act between the government

minister, Margert Thatcher, was not keen

in the Portman Group code which try

on one side threatening to become

on having a government regulatory

to avoid irresponsible, unacceptable

the regulator if the industry doesn’t act

committee for the alcohol industry –

marketing of alcohol products. “They

like adults, and distillers and brewers

being paid for by the taxpayers – and

are broadly common sense; are they are

on the other side who want to push

instead supported fully the idea that

about making it clear this is an alcoholic

the marketing creativity envelope in

the industry itself should fund an

product, not encouraging minors to drink

regards to beverage names, labelling,

independent complaints panel manned

a product, or indicating that if you drink

and packaging. Some craft brewers in

by laypeople. It was officially set up in

this product, you’ll have greater social

particular see Portman Group as killjoys

1989, taking its name from Portman

sexual success. Those are just a few of

and part of the ‘Nanny State’. Many look

Square, next to the London head office

the parts of the code,” he says.

at how big alcohol finances Portman

of Guinness, which was one its original

Group and believe that it exists to only

funders.

The independent review board is made up of nine lay people led by a high

promote their own agenda. What is particularly galling is that it only takes

Although one of the complaints levelled

court judge – currently Nikola Williams

one complainant to stir the Portman

against the Group is that it is the case

– and they broadly come up with very

Group pot. Not 100, not 10, just one.

of the foxes being tasked with guarding

common-sense views on complaints,

the henhouse, it works in complete

says Lambert.

In a country with over 67 million people,

independence from its funders and

it is possible to find at least one person

with complete transparency. While Big

“There are are brought in generally by

who is offended by some product.

Alcohol remains it funding body, medium

the public, while only occasionally by the

MAY~JUNE 2022

BREWERS JOURNAL

MARKETING REGULATION

industry. If the industry wants to complain

We also talk about alcohol policy, and

about another industry product, they

we try to have on behalf of the industry

have to do so in an open way, whereas

a fact-based evidence-led approach to

the public can bring an anonymous

alcohol policy. There’s a kind of drumbeat

complaint,” says Lambert. “We

in the mainstream media that says

assess them to check that they’re not

people were drinking too much in the

troublemaking complaints but are true

lockdown, people are generally drinking

Alcohol content: The label cannot

genuine complaints. Sometimes we get

too much, we’re damaging our health,

hide the fact the product contains

them from alcohol charities or recently

drinking is going up and so on. Actually,

alcohol. (Craft beer cans are the big-

we had them from the Metropolitan

the stats don’t really bear that out and

gest offender due to designs)

Police.”

most people who drink alcohol drink in

Strength: While it cannot promote

moderation.”

a higher alcohol content, it can pro-

In 2021 there were 45 complaints: the

12 RULES OF MARKETING

mote a lower content

independent complaints panel had

Concerns that Portman Group has for

Anti-social behaviour: You cannot

16 rulings, 11 of those were upheld

the coming year include an increase on

promote fighting and reckless be-

complaints, and five were not upheld.

pressure to have more warnings and

haviour

information on alcohol labels, such as

Illicit drugs: It cannot show any asso-

“One of the things we try to do is work

alcohol damaging one’s heart, can be a

ciation with illegal drugs

voluntarily and cooperatively with the

cause of cancer, and to have calorie and

Sexual success: Strong sexual

industry, trying to resolve cases by

nutritional information.

images will breach the Code even

informal resolution. We issue guidance

if nothing directly suggests that the

based on our understanding of where the

“I think it’s important that the Portman

drink enhances the drinker’s sexual

independent complaints panel generally

Group should be supported widely

capabilities.

lands on decisions to help the industry

across the industry. As well as the 14

Popularity: It cannot state or imply

stay within the code,” he says. We provide

members who currently funders, we

drinking will make someone more

free advice to all of the industry, anybody

have about 160 code signatories, that’s

popular

can call our helpline or contact us by

producers, importers, retailers, pub

Irresponsible drinking: You cannot

email, – you can find that on our website.

landlords, trade associations – all parts

promote binge drinking, drink-driving

of the industry infrastructure – who

or drunkenness

“You can ask for advice about marketing

have signed up to our code of practice

Rapid drinking: You cannot promote

or a new product or an existing product.

and agreed to respect it. Widespread

‘shooting’ or ‘slamming’ drinks

And we also provide training at relatively

compliance for the code is essential to

Appeal to under 18s: It cannot appeal

low cost. I’ve got a team of regulatory

the health of the self-regulatory model

to those under 18. (Another one for

experts who know what the code is

and resisting calls to have Whitehall

craft brewers who fall under this by

inside out and where the panel normally

bureaucrats deciding what goes on in

using unicorns, rainbows or other

decides.”

the labelling and the marketing and

comic figures or drawings)

sponsorship of alcohol products.

Under 25s: You cannot show images of people who are or look under 25

Lambert is quick to point out though that the guidance of Portman Group

“So, if you’re not a cosignatory and you’re

Therapeutic qualities: It cannot state

doesn’t bind the panel. “A complaint can

producing alcoholic products, I’d really

or imply the product can increase

be brought, and the panel could take a

urge you to get in touch with us, come

mental or physical capabilities

different view from my secretary, they are

and find us on the website. There’s no

Serious or widespread offense: It

completely independent, I can’t tell them

cost to that at present, it’s just a question

cannot by name or packaging cause

what to do.”

of just adhering to the code,” says Matt

offense

Lambert. That said, Portman Group does more than regulate alcohol marketing.

brewersjournal.info

MAY~JUNE 2022

MARKETING REGULATION

HARD SELTZER CAUTION Will hard seltzers ever or won’t they have the same appeal and demand as they do in the States? This summer could possibly be the make-or-break year for the drink here in the UK. Regardless, the Portman Group has issued a ‘First Category Guidance’ on hard seltzers after finding out just seven percent of the consumers know what they are. In the US, ‘hard’ is a phrase commonly used to signify that a product is alcoholic. For instance, cider is typically a soft drink in the US and the phrase ‘hard cider’ is used to let know consumers know that the product contains alcohol. Across the Atlantic however, the phrase isn’t currently translating. In November 2020, the Group commissioned YouGov to carry out consumer polling on perceptions and understanding of the terms

RETURN TO FOK HING GIN

potential to cause serious or widespread offence as the word ‘fuck’. As this is listed

‘hard’ and ‘hard seltzers’. Highlighting their relatively new arrival to the

In response to the complaint, the

by Ofcom in the category of strongest

market just seven percent of UK con-

company stated that the name paid

offensive language and seen as ‘strong,

sumers had heard of hard seltzers.

tribute to its brand heritage and culture.

aggressive and vulgar’, it was decided

In total, less than a quarter (21%) had

Incognito Group sought to pay homage

that the product did breach the Code.

heard of at least one of ‘hard water’,

to ‘Fuk Hing Lane’, a street located in

‘alcoholic sparkling water’ or ‘hard

Causeway Bay Hong Kong and explained

Commenting on the decision, the Chair

seltzer’.

that the name had been changed from

of the Independent Complaints Panel,

Polling showed that understanding

‘Fuk’ to ‘Fok’ to differentiate it from

Nicola Williams, said:

of the terms associated with alco-

offensive language used in western

holic seltzers was highest in younger

culture.

consumers, those aged 18-24. This

“This is the first time since the addition of the rule on serious or widespread

may be due to the fact that hard

The Portman Group panel considered

offence, that a product’s name and

seltzers are specifically targeted at

the packaging in the context of its wider

packaging was considered under the rule

this market. Over two thirds (68%) of

marketing activity that appeared on

in terms of offensive language. It is not

British consumers didn’t understand

the brand website. The Panel noted

appropriate for marketing materials to

whether ‘hard’ was being used to

that the brand story was unclear on the

purposefully link a name to profanity and

convey either the alcoholic content,

packaging which made little reference to

no responsible marketing should cause

alcoholic strength, or both. Addition-

the street that was its namesake.

serious or widespread offence.”

feel the term was useful when used

It was also noted that some of its

Incognito Group Limited was invited

to indicate alcoholic content.

marketing was inconsistent with the

to comment and said “We strive to be

The Group’s guidance includes

company’s explanation that the name

a brand that celebrates the language,

conveying the alcoholic nature of the

was not intended to be used as a play on

culture and heritage of Hong Kong. We

product, the alcoholic strength, and

words for swearing. The Panel concluded

are grateful by our UK consumers who

not making a therapeutic or health

that the phonetic pronunciation of ‘Fok

have warmly welcomed us into their

claims on any seltzers with an ABV

Hing’ sounded like profanity and clearly

gin collection, and we are delighted to

over 1.2%.

alluded to profanity in the accompanying

continue serving the market.

ally, nearly two thirds (64%) did not

marketing. Subsequently, it had the same

MAY~JUNE 2022

BREWERS JOURNAL

MARKETING REGULATION

WHY WE NEED THE PORTMAN GROUP Let me start this by putting in a

something fun and colourful instead of

disclaimer: I have a problem with

boring and staid?

authority, and I even wear a medical alert dog tag that says I’m allergic

But, if your label is appealing to a 21-year-

to the Man. This has led to junior

old, or a legal drinking 18-year-old, would

doctors at UCLH frantically trying to

it not also appeal to a 16 or even 14-year-

figure out what this mysterious drug

old? People didn’t go from 17 to 18 one

‘the Man’ could be, but I’m amused.

day and change, they’re still the same

While I don’t drive up motorway

person. [Portman Group recommends

exit ramps and I have no problem

that labels appeal to those 25 or older.]

accepting that ‘Danger High Voltage’ signs don’t need to be challenged,

Now the anti-authority in me says that it

pretty much everything else gets

doesn’t matter if a beer’s label appeals to

my blood boiling, especially with

three-year-olds. Regardless of who the

the nanny state that we seem to be

label might appeal to, it’s the job of the

living in right now. So, what might

stores and pubs to enforce legal drinking

come then as a complete shock to

age laws – not brewers. Because 12-year-

you, I actually support the work of the

olds like the cotton candy eating unicorn

Portman Group and its challenging

on my label, how is it my problem if

of beer and spirit manufactures who

somehow, they’re able to buy a can?

sail too close to the wind with their marketing.

But the truth is, it is my problem, just like it’s all of ours. If somehow humans were

Hear me out. Through consultation with the Portman

able to make it this far without discovering fermentation and alcohol until

Group, we have agreed to update the

Once upon a time, there were very

yesterday, there is no way it would be

reverse label to be more descriptive of

clear distinctions between an alco-

allowed or legal. In looking at the stats

the details that inspired our brand and

holic and a non-alcoholic beverage. A

for the first year of Covid, there were

look forward to introducing our UK fans

can of beer looked like a can of beer.

close to 4,000 alcohol related deaths in

to a little bit of Hong Kong history whilst

There was no mistaking its contents

England and Wales. In a 13-year period

they enjoy FOK HING GIN during the

for something a five-year-old kid

in the UK, there were around 40 deaths

forthcoming festive season and beyond.

could buy. There was nothing en-

caused by nitrous oxide. There’s no guess

The complainant was invited to

ticing about the can or bottle’s label

as to which one the government wants to

comment and said: “I would like to thank

that made kids look at their dinosaur

make an illegal drug for recreational use.

the Portman Group for investigating

toys, then the beer’s label, and made

this matter and taking the complaint

them suddenly want that beverage.

We’re producing a wonderful liquid, but

seriously. I believe the finding is

You had the adults’ world and the

one that can have serious mental and

absolutely correct – it was clear to the

kids’ world, and never the twain shall

physical health effects, especially for

ordinary observer that in particular

meet.

those underaged, with underdeveloped

the online promotional campaign was

brains and bodies. It’s tough enough

intended as a play of words and an

But, bit by bit, things started getting a

being a kid these days, why should we

attempt to create offensive humour.

bit murky out there.

make it even tougher?

I welcome the fact that Incognito Group

Going after that all important market

At this point you’re expecting I’ll end this

participated and co-operated with the

share, craft brewers started chang-

by saying: “And we should all support the

enquiry, however, I am in no doubt that

ing their labels and designs. They

work of the Portman Group”, but instead

their explanation of both the product

realised early on that their market

I’ll just say: “Let’s just be adults when we

name and promotional activity was

wasn’t 50-year-olds and those above,

design our labels and do away with the

to an extent fabricated and a cynical

it was with younger, more adven-

need for an industry watchdog watching

cover story prepared in the event of a

turesome drinkers. Why try to appeal

over our shoulders.” In the meantime, I’m

complaint – they knew exactly what they

to a multi-generational market with

glad the Portman Group is around.

were doing in naming and promoting the

a generic-looking design when you

product in the way they did.”

go after your specific age target with

brewersjournal.info

MAY~JUNE 2022

NEPTUNE

FOUND AT SEA A BUSINESS AND A RELATIONSHIP FORGED IN LIVERPOOL, NEPTUNE BREWERY HAS JUST CELEBRATED ITS SEVENTH BIRTHDAY. HERE, CO-FOUNDERS JULIE AND LES O’ GRADY DISCUSS EXPANSION, THE ONGOING DESIRE FOR CONSISTENCY AND WHY THE MARITIME CITY DESERVES MORE CREDIT, ESPECIALLY WHEN IT COMES TO BEER.

MAY~JUNE 2022

uring one their first dates,

there a few hours each week to earn a

enjoying pints of mild, a

bit of extra money. We got chatting and

couple while away the

realised we had similar ideas on life, and

evening in one of the UK’s

just just hit it off.”

most fashionable cities.

But no, we’re not talking about 2022.

If you frequented Dunny’s during the late

Instead this is Liverpool in the late 1980s.

1980s, you would be treated to beers like Carling, Guinness and Castlemaine XXXX,

And although they were both working in

the Australian beer previously brewed

hospitality back then, little did Julie and

in Milton, Brisbane by Queensland

Les O’ Grady know that some 30 years

brewers Castlemaine Perkins. There was

on, they’d be running a different drinks

Snakebite, lots of Snakebite, and there

business of their own.

was also Mild on offer, too.

As we all know, a lot can happen in 30 or

“I remember having that first taste of

so years. For Julie and Les, they’d meet

Mild and asking myself if I liked it or

at Dunny’s Sports & Social Club. They’d

not,” laughs Julie. “I look back at those

get married, and have two children,

times fondly. We enjoyed beers together

Les would run a successful aquatics

realising we had a shared outlook on

company while Julie had a decorated

things.”

career in the NHS. In the years that followed Julie and Les But after Les decide to call time on that

would get married before welcoming

venture, he’d hang up his fishing net

their first daughter Rebekka followed

and pick up his mash paddle, with Julie

by Saira a year later. And in the world

joining him full-time several years later.

of work, Les would go on to run the

And at the start of April this year Neptune

aforementioned successful aquatics

Brewery celebrated its 7th birthday. It’s a

business for 25 years while Julie worked

brewery that has grown and expanded

in the NHS.

since starting out in 2015, and one that looks set for its biggest year yet in 2022.

However, following the best part of three decades in that field, Les eventually find

“Back then at Dunny’s, Les was my boss,”

a different calling. “I found myself jaded

recalls Julie, who helped out at the club

from what we were doing previously,

several evenings a week. “And now I’m

knowing it was something we never

not. Now it’s the other way around!”

wanted to do for the rest of our lives,” he

laughs Les.

says.

Dunny’s Sports & Social Club is located

And being a couple that enjoyed good

in Walton, Liverpool. For those unfamiliar

beer, they understandably also enjoyed

with the area, head south about four

Liverpool’s fine hostelries. They’d meet

miles and you’ll hit the famous Cavern

like-minded people and drink beers

Club. Continue on another three quarters

from new outfits at the time such as Mad

of a mile or so and you’ll reach the Royal

Hatter and Liverpool Craft.

Albert Dock and air of the River Mersey. “We found ourselves enjoying it more “My dad was an electrician by trade. But

and more and soon felt that we could

when he retired, he became manager of

maybe give it a go ourselves,” Les

the social club,” says Julie. “Les started

explains. “It seemed like a good industry

part-time but then eventually joined

to become part of. We didn’t have any

the business full-time. I’d be working

expectations of wanting to take over

BREWERS JOURNAL

NEPTUNE the world but also didn’t go into it half-

Julie and Les appreciate the growing

hearted either.”

brand recognition that comes with it.

“Taking over the world can wait,” smiles

“We’re really happy with the reputation

Julie. For the duo, starting Neptune would initially veer more towards a lifestyle business. Something that could pay them a wage while they would hopefully have some fun along the way. Although it’s safe to say that seven years on, Neptune Brewery might account for most of their lifestyle, but they’d definitely having fun

We never run before we can walk in anything that we do,” Julie O’ Grady, Neptune Brewery.

that we’ve built,” explains Julie. “There is space in the world of beer for everyone. Some people want something new each and every week, while others want reliability, knowing exactly what they’re going to get in that pint.” She adds: “We’re known for consistency, which is great. If you have our Mosaic one week and then don’t have it for another four or five weeks, you will taste the same

while doing it.

beer, exactly as you had previously.” Early beers such as Pale Ale Triton, Riptide Bitter and Abyss Triple Oated

built a name on reliability and consistent

Les goes on: “It’s always rewarding to

Stout struck a chord with drinkers. They

core beers. But that doesn’t mean they’re

know that someone has said ‘that beer is

were buying it, enjoying it and seeking

afraid to diversify and experiment, either.

good, I’ll have another’, rather than ‘that was good, what’s next?’.

it out locally. Beer that were, and still remain, vegan.

The Neptune team in 2022 comprises Julie and Les, alongside Chess, Gav, JP,

“We hear feedback from pubs where a

“We’re grateful that from an early stage,

Andy and Will. Production at Neptune

table of four has nearly helped empty a

we knew that we could probably make a

takes place on a 10HL kit, brewing five

cask of our beer between them because

pretty good go of this,” recalls Les. “And

days a week resulting in approximately

they were enjoying it. To know people

in the years since we’ve managed to

50HL of beer. An amount the team

appreciate your beer gives you that

grow the team, expand our capabilities

can achieve “without killing ourselves”

warm, fuzzy feeling inside.”

and brew more beers of different styles.

because, as Les explains, they still need

Racking four casks per brew seems a

a day off. Cellar capacity comprises eight

Beers that patrons are somewhat less

long time ago now.”

fermenters, one of which is set aside

likely to session are the latest releases

exclusively for the brewery’s lagers.

from the brewery’s barrel-aged output. The most recent of which was a barrel-

Julie would join the brewery full-time in 2018, although she had been working

Core beers are brewed each week with

aged version of its American Barleywine,

behind the scenes handling sides such

limited and seasonal releases produced

Water of Love.

as social media and also helping out on

on a bi-weekly basis. The plan, if things

days off.

go accordingly, is to move to a bigger

Water of Love is a 9% American

25HL kit in due course while retaining

Barleywine, the latest iterations of which

She adds: “We never run before we can

the existing brewhouse to enable

are available in Sherry and Rum barrel-

walk in anything that we do. It has all

Neptune to brew an even more diverse

aged versions. The original release,

been done organically. We’ve heard of

range of beers across the style and ABV

launched last September, marked Julie

so many breweries that have bought

spectrum.

and Les’s 30th wedding anniversary. A beer designed for part of the batch

bigger kits without the sales to utilise it and we’ve obviously never wanted to be

But until then, the duo are proud to have

to rest in barrels to help mark another

in that position. Everything we do goes

built a reputation on making reliable,

special occasion. This time being the

back into the brewery.”

consistent beers that are frequently

recent 7th birthday.

sessional, too. “We’re never been And it’s that approach that has seen

followers of fashion, if you like. That said,

Lucky patrons visiting the Neptune

Neptune’s output and reputation steadily

it’s amusing sometimes when you see

taproom would have been able to try

grow year-on-year since 2015. With their

more and more Bitters and Milds coming

these beers from the source during its

current production capabilities, they’ve

out, along with the fanfare that comes

recent celebrations. And both Julie and

with it. We’ve been doing that since our

Les are heartened to see the ongoing

inception!” Julie laughs.

role the taproom plays in the brewery’s

Julie and Les O’Grady have helped build Neptune Brewery’s reputation as one of the UK’s most consistent breweries.

brewersjournal.info

role within the community. However, whether it’s a Bitter, Mild or a Pale Ale, hearing positive feedback about

“When we opened the taproom in May

the beers they brew never gets old. And

2019 we didn’t know what to expect,”

MAY~JUNE 2022

NEPTUNE

says Julie. “We’re on an industrial estate,

and beyond,” says Julie. “And it’s not just

change somewhat in recent years but

surrounding by housing each side so

locals that come in for a drink, either.”

we still have a rich heritage of traditional boozers. Looking back, for the first 12

there was the hope that the community would support us.

Les adds: “We’ll often have guests bring

months we only produced cask beer.

in their friends and family that are visiting

Though we’re now equally proud of our

“But it was never something we aimed to

the area for a good beer. I think people

keg output, too.”

rely on because first and foremost, the

appreciate the environment. There’s no

brewery itself is the business and the

TV or anything like that. Just a communal

But does Liverpool define Neptune

taproom was the the cherry on the cake,

place for people to chat, enjoy a beer

Brewery?

if you like. So when we opened it was a

and often the background music, too.” “Maybe,” he ponders. “I think if we were

view of ‘Okay, let’s see how it goes’.” And within brewing we often talk about

in somewhere like Manchester or Leeds

It has, however, grown to be an important

sense of place, and the role provenance

we might have felt pressured into going

part of the Neptune proposition. With

plays in the beers we drink. But when

down one route or the other, rather than

many of the pubs in surrounding Maghull

it comes to the brewery itself, does the

a mix like we have here.”

tied PubCos, the independent craft

environment define the type of business

offering has resonated with locals and

Neptune has become.

Julie adds: “I do think it in changing here in Liverpool. But I also think it’s quite sad

visitors alike. “I think Liverpool still has quite a

that in some respects Liverpool often

“We have been absolutely blown away

traditional outlook on breweries, with

gets overlooked for these other cities,

with the ongoing support from the

many pubs very much cask-focused,”

especially when it comes to various

community, especially through COVID

says Les. “Of course, that has started to

events. Liverpool is a fantastic city and it

MAY~JUNE 2022

BREWERS JOURNAL

NEPTUNE

has a lot to offer. Hopefully more people

partners also pledging to donate all

delicious collab brewed for International

will soon start to realise that.”

profits of sales of the beer on the bar to

Women’s Day, there’s no shortage of

the appeal.

exciting new releases from Neptune.

one beer that resonated with Neptune’s

Neptune was contacted by the Bradford

But going forward, there’s even bigger

customers both in Liverpool and further

Ukrainian Club due to the crossover in

plans afoot….

afield is Razom. A 4.5% Belgian Witbier,

aims and ethos of their own RAZOM

Razom meaning Together, is brewed

project - a Help Yourself Shop for

“We are actively looking for new premises

using a recipe from Lviv-based Pravda

Refugees. Proceeds from the sales of

at the moment,” explains Les. “We’ve

Brewery designed to show support at

the kegs and cans of the beer they have

identified the new brewkit we want so

a time when they are unable to brew

purchased will be used to raise further

we’re just waiting to find somewhere so

themselves.

funds for their shop - with money going

we can push the button. Hopefully by the

directly to support those arriving in

end of the year, we will be in a new home

Bradford.

brewing on the the new system.

to the Disasters Emergency Committee

With kind donations of some malt from

“We’re starting to see more traction when

Ukraine Humanitarian Appeal. Customers

Brewers Select, yeast from Lallemand,

it comes to distribution across the UK

who purchase the cans are also

and invaluable advice from British Guild

and we’re growing our reputation with

encouraged to donate any further funds

of Beer Writers Member Lana Svitankova,

that. The new setup will mean we can

they can, via a QR code. All casks and

Neptune gives special thanks to them.

produce more beer, different styles, and

kegs of Razom have already sold out to

And with Razom, the birthday barley

grow the team once again. If we can do

trade, with some of Neptune’s hospitality

wines Water of Love and an upcoming

all that, we’ll be very happy.”

But when it comes to the liquid itself,

Every penny of profit Neptune makes from sales of this beer will be donated

brewersjournal.info

MAY~JUNE 2022

FROM GRAIN TO GLASS

MALT

MALTSTERS ARE WORKING WITH BREWERS TO SHOWCASE HOW THE AVAILABILITY OF NOVEL MALTING BARLEY VARIETIES HELPS JUMP-START FRESH FLAVOUR PROFILES IN THE BEERS THEY BREW. IN THIS PIECE, MATTHEW CURTIS EXAMINES MALTING BARLEY LCS GENIE AND ITS IMPACT ON THE CRAFT BEER MARKET.

MAY~JUNE 2022

old is the name given to

And, in addition to offering brewers

an unfiltered, Pilsner-style

great flavour and high performance at a

beer produced by TRVE

technical level, it’s also giving brewers

Brewing (pronounced

the opportunity to connect more deeply

“True”) in Denver, Colorado.

with local supply chains, allowing them

Brewed very much in the style of the

to source a high-quality, great-tasting

classic German lagers that influenced it,

raw material from local farms and

on your first taste Cold presents flavours

malthouses. A process that not only

of crushed oats, a little biscuit, and a

makes beer production more sustainable,

dusting of peppery hops. Its finish is dry

but also helps businesses connect

and refreshing, as all good lagers should

their customers with the agricultural

be, immediately tempting you to take

processes inherent to the existence of

another sip.

these products.

Scratch a little below the surface, and a

Could it be that LCS Genie will help

few other, perhaps unexpected flavours

define the next chapter in North

begin to reveal themselves: white

American craft brewing?

grape, honey, and fresh peach. Unlike the majority of American craft beers,

“Tasting barley over the years, it was clear

the presence of these—quite frankly,

that [LCS Genie] was a step above what

delicious—notes is not provided by the

I could get from the mass-production

judicious use of hops cultivated in the

sources,” TRVE Brewing’s head brewer

Pacific Northwest. Instead, it’s thanks to

and co-owner Zach Coleman tells

a two-row malting barley variety called

me. “My concerns quickly shifted from

LCS Genie, grown just a few miles away

wanting to use it to: ‘Is this something I’m

from the brewery in Northern Colorado,

going to be able to get regularly?’”

and transformed into high-quality malt for brewing by Troubadour Maltings in the

A spring barley originally—yet

nearby city of Fort Collins.

unsuccessfully—developed in the United Kingdom for use as a distilling

LCS Genie has the potential to radically

variety, LCS Genie has since thrived in

alter the malt supply chain in American

the U.S. climate and is becoming an

craft beer. Bred by farmer-owned

increasingly popular malting barley within

cooperative Limagrain Cereal Seeds

the beer industry. From an agronomic

(LCS), LCS Genie has sourced award-

perspective it produces high yields,

winning malts every year at the Craft

with its naturally lower levels of protein

Maltsters Guild’s annual Malt Cup,

benefitting growers looking to use high-

including a gold, two silvers, and a

input management systems (essentially

bronze this year alone. In addition, several

producing more than one crop per field

beers made using this malt have earned

within a calendar year). As a malting

medals at the annual Great American

barley variety, LCS Genie is officially

Beer Festival, held each fall by the

recommended by the American Malting

Brewers Association.

Barley Association.

Beyond this, an increasing number of

The variety handles exceptionally well in

small, or craft, maltsters and breweries

the malthouse, performing well as both

are now asking for this variety by name.

a base malt and for maltsters looking

Not only for the production of new, or

to be more creative with the flavour

experimental, beers either, but also

expressions they’re looking to produce:

for longstanding, core range products

from lighter Pale and Munich-style malts,

enjoyed by hundreds of thousands of

right through the spectrum to roasted

people across the United States.

Chocolate and Dark malts. On a technical brewing level, it yields both high and

BREWERS JOURNAL

MALT

consistent levels of extract, while also

for more than a decade. After stints

having a beta-glucan content of under

at Boulder’s Upslope Brewing and

“I decided I really wanted to work with

100 ppm. This ensures efficiency in the

Big Choice Brewing in Brighton, he

these guys, especially after seeing and

brewhouse, while also yielding a superb

eventually joined TRVE as head brewer

tasting the malt they were producing,

range of flavours, depending on the style

while the brewery was in its early

because it was so good,” Coleman

of malt being used.

stages of development. He would

tells me. “Right away, especially with

go on to become a co-owner of the

these maltsters, the quality was there.

Since its initial trials by Washington

Denver business in 2019. At TRVE, he’s

Really though, it was meeting Chris and

State University in 2013, LCS Genie is

developed a delicious range of beers,

bonding with him personally. Troubadour

now cultivated in 17 states, including

including balanced and crushable lagers

has a different approach to malt that’s

Washington, Idaho, Montana, and

like Cold, classically resinous and citrus-

really appealing to me.”

Colorado. And not only does it provide

led American IPAs such as Tunnel of

a barley malt option that is both efficient

Trees, and sour, funky, wild-fermented

Cold uses a 100% LCS Genie-based

and packed with flavour, for craft brewers

beers Coleman creates in a facility known

malt from Troubadour known as Pevec

like Zach Coleman at TRVE, it means

as the “Acid Temple.” LCS Genie malting

(pronounced “pev-ich” and the Czech

he’s able to source a product that is both

barley is at the heart of all of these

word for a songbird). Although technically

cultivated and malted within 30 miles of

recipes.

a Pilsner malt, Troubadour prefers to put its own spin on each style of malt it

his brewery. Coleman was introduced to the variety

produces. Rather than Munich or Vienna

“For me, it’s important for brewers to

by his friend Chris Schooley, the co-

malt, for example, here they’re called

spearhead using local grain—in this

founder of Troubadour Maltings in

Ballad and Serenade. As well as tying

case LCS Genie—and not give people a

Fort Collins, an hour’s drive north of

in with the musically themed branding

choice to not support local agriculture,”

Denver. Coleman sources the majority

of the business, for Schooley and his

Coleman says. “I want our beers to be

of his malt from Troubadour, as well as

co-founder Steve Clark, it’s a way to

representative of the place they’re made

another local malting company near

encourage their customers, and those

from.”

the city of Loveland (just south of Fort

who drink and enjoy these products,

Collins) called Root Shoot, a farm-based

to forge a closer relationship with the

Coleman—a Texas native who relocated

business that grows and malts LCS Genie

ingredients in what they buy.

to Colorado in 2013—has been brewing

barley.

MAY~JUNE 2022

BREWERS JOURNAL

MALT

Think about it: For decades, the hop

Collins opened his eyes to the potential

industry has been using engaging

of connecting its many brewers directly

terminology for popular varieties to the

to the malting barley supply chain;

point where Citra, Mosaic, Simcoe, and

from the farm right to the glass. By

the like are now a part of the typical craft

coincidence, Clark—who was formerly

beer drinker’s vernacular. Troubadour’s

based in the pharmaceuticals industry—

thinking is: Why not with malt?

had been drawing up a business plan

“I always see the flavours and character

Troubadour Malting’s Steve Clark and Chris Schooley

for a malthouse. The idea for Troubadour

“We built a malthouse right at a time they

was sown.

needed a malthouse, and we needed a barley variety right at the time they were

you can draw from a raw material as being latent potential and not intrinsic

Incorporated in 2013, after spending the

looking at introducing a new one to the

potential,” Schooley tells me. “That’s really

best part of a year building its facility

area,” Schooley tells me. “We needed a

the axis of what LCS Genie brought to

along Lincoln Avenue (near several

variety that didn’t belong to anybody and

the table, in that it was intended to have

breweries, including Odell, Funkwerks,

was capable of producing something

character, which flies in the face of where

and Horse & Dragon), Troubadour finally

really special.”

most breeding was around malting

began producing malt in 2015. One of

barley in North America up to that point.”

the biggest hurdles it faced, however,

The unique approach Clark and Schooley

was finding a barley variety it could

have adopted in both the production and

Much of Troubadour’s existence is owed

contract, as intellectual property laws

marketing of Troubadour malt has seen

to chance. Schooley met Clark because

blocked access to the majority of two-

them win favour with a great many small,

their daughters attended the same

row barleys currently being cultivated in

local breweries, from Primitive Brewing

school, and the former would often stop

the United States. Fate, it seems, would

in Longmont, to Cohesion, Baere, and

by to try the latter’s homebrew after the

supply the answer once again. A chance

Our Mutual Friend in Denver, and Horse

school run. Schooley used to be in the

meeting between Clark, Schooley, and

& Dragon, which is located just a few

specialty coffee industry, including a

several LCS employees at the (now sadly

hundred yards from Troubadour’s base

stint at the Chicago-based Intelligentsia

shuttered) Pateros Creek brewery in Old

of operations. The quality of its LCS

Coffee.

Town Fort Collins saw the forging of a

Genie-based malts has also attracted the

fortuitous relationship.

attention of larger, regional breweries,

Living in the beer-centric city of Fort

brewersjournal.info

such as Oskar Blues, Odell, and New

MAY~JUNE 2022

MALT

Belgium. The latter recently produced

demanding specifications, such as the

Pevec taking home a silver medal in

a nationally distributed sour beer called

one recently produced for New Belgium.

the 2021 Malt Cup. What’s all the more remarkable is that Pevec won in the more

Dominga using Troubadour malt. Inspired by the paloma cocktail, it utilized a

“Our whole goal from day one was not

characterful Pale malt category, rather

custom-made LCS Genie-based malt

necessarily to create this whole pile

than the Pilsner malt category, further

that was smoked over cactus leaves for

of SKUs, but rather for brewers and

demonstrating the flavor and character

extra flavour.

distillers to come to us and say, ‘This is

LCS Genie is able to provide. Something

what we’re looking for. Can you do this

you can taste immediately, each and

In 2020 Troubadour completed an

for us?’ and open up the opportunity

every time you sip a pint of TRVE Cold

expansion, tripling its capacity. At the

for customization,” Schooley says. “LCS

Keller Pils.

same time, it added a barley roaster

Genie gives us so many options to unlock

that customization. It’s the perfect little

“It’s a beautiful beer that really showcases

Bühler, allowing Schooley to call on his

seed and has so much potential.”

the LCS Genie variety, not just in terms of flavor, but also in terms of mouthfeel

coffee industry past and produce a range of roasted malts he calls Troubadour’s

The balance and variety Troubadour is

and body,” Schooley tells me. “LCS

modulated series. He tells me how

able to extract from LCS Genie in both its

Genie has a weight to it where it can

their small size in comparison to larger,

base malts and its smaller batch custom

still be clear and crisp, but it provides a

industrial-sized malthouses allows them

roasts is surely an example of the latent

three-dimensional experience. This is an

greater flexibility. One example of this is

potential Schooley spoke of earlier. It’s

ingredient we can’t ignore anymore.”

the ability to produce custom batches

not just the brewers and distillers who

of malt designed to meet a brewer’s

use this malt that think so either, with

MAY~JUNE 2022

Images: Matthew Curtis

BREWERS JOURNAL

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SURESHOT

A SURE BET FOUNDED IN 2020 BUT A LONG TIME IN THE MAKING, SURESHOT WAS BORN OUT OF LOCKDOWN. THE MANCHESTER-BASED BUSINESS, HEADED UP BY A BREWER THAT CAN MAKE LEADING HOP-FORWARD BEERS IN HIS SLEEP, IS DETERMINED TO MAKE ITS MARK WITH AN EXCELLENT, HIGHQUALITY PRODUCT. AND A MERE FOUR MONTHS ON SINCE THEIR FIRST BREW, THEY’RE DOING JUST THAT.

brewersjournal.info

ne of the good things

Campbell, for those that don’t know, has

about being ancient is

been a driving force in breweries such as

that you’ve got a lot of

Marble Beers and, for the first four years

experience. That’s really

of its journey, fellow Manchester business

the long and short of it

Cloudwater. With that, he’s something

for me,” smiles James Campbell. If there’s

of a pioneer in bringing new world beer

one thing that can act in equal balance to

styles and hops to the UK. As a result,

Campbell’s brewing ability, it is his knack

Campbell has been instrumental in the

for self deprecation.

development of a new wave of British

“I’ve seen a lot of different sides to this

brewing over the last decade.

industry,” he adds. “I started out making cask beer in the 1990s so as you can

That brewing ability also played an

imagine, both the brewing industry and

integral part in helping introduce

licensed trade has changed a lot in that

Cloudwater to the global stage. But

time.”

come September 2018, the then head

MAY~JUNE 2022

SURESHOT BREWING brewer decided to set out on a new path

chunk of your soul.”

with the goal of opening a brewery of his They would come to the conclusion

own.

to opt for something slightly more To help achieve this, he took on the role

modest than those initial grand plans,

of commissioning brewer at SSV Limited.

and it would just so happen that another

A Leeds-based business that designs,

Manchester brewery was making moves

supplies and installs brewhouses,

of its own at the same time.

process tanks and all other liquid production vessels.

“I found myself talking to Sam (Dyson, founder of Manchester-based Track

“It was a long-term ambition of mine

Brewing Co) who I know very well. He

to run a brewery of my own and

explained that they were planning to

working with SSV was part of the plan

move to larger premises so I obviously

to get there,” he says. “They are a great

enquired what was happening to their

company, provide great kit and that’s also

older site and kit,” says Campbell.

why we have their FVs!”

One of the good things about being ancient is that you’ve got a lot of experience,” James Campbell, Sureshot

He adds: “We worked out the numbers, Upon leaving Cloudwater in 2018,

and agreed this was something that

Campbell would begin the process

would work for us. It’s a solid plant, rather

of planning the business and seeking

than state of the art, but it has made

investment in earnest. And a chance

some great beer over the years and

meeting with Michael Forde, part of the

made a lot more sense to opt for this

management team at UK premium wine

when starting out.”

& spirits supplier Kingsland Drinks, would help accelerate those plans.

The team would get the keys to their maiden premises on the 24th January of

“I had already met Michael at

this year and, no time like the present,

(venerable Manchester beer festival)

would also stick a brew through that day.

IndyManBeerCon. We had a drink and

That beer would be ‘How Much Does

got chatting,” he recalls. “After leaving

Water Weigh’, a 4.2% Pale Ale hopped

the brewery, I would then bump into him

with Centennial, Galaxy & Citra.

at Cloudwater’s own beer event and we took it from there.”

“We had a lot of kit on the water, and knew costs would start to mount with

And with that Sureshot was born.

the various storage costs and the like. So it made sense to get things moving as

The conversations would continue, the

quickly as possible,” he explains.

numbers would be crunched and it was demonstrated that this brewery could be

Several months on, the Sureshot team

a viable business. “We wanted to take our

comprises James Campbell, his business

time with it,” Campbell adds.

partner Michael Forde, James Leaver, Sean Forde who runs the brewery floor,

He explains: “We convinced ourselves

Connor Seagrave, James Moffat and

on paper or on spreadsheet, should I

also Andy Bauckham. While Leaver and

say, that this was something we could

Forde previously worked at London

make work. So we started looking for a

Beer Factory Seagrave and Moffat

premises.

held positions at Cloudwater. Finally, Bauckham has previously worked at Port

“The initial plan was to do something

Street Beer House and Beatnik Republic.

probably a little more opulent and bigger to start with. But the pandemic,

“There are high static costs associated

combined with all the other issues that

with running a brewery, especially

have been attending this country for

one close to the city centre. So you

the last few years, has shaken a lot of

need many sets of hands to help get

confidence in investment. It is quite hard

everything moving,” says Campbell.

to come by without giving away a large

“Double brewing, running a canning line,

MAY~JUNE 2022

James Campbell (r) has established his name as one of the UK’s most pioneering brewers.

BREWERS JOURNAL

SURESHOT BREWING

packaging and selling beer is clearly not

“We want to make good quality beer. I

about the faith we have in ourselves. Yes,

something one person can sustainably

firmly believe there is always a market for

there is competition for the same share

do.”

a high-quality product. I also believe that

of throat that similar breweries have. But I

competing on price when you’re a small

also still think that craft beer, for want of a

With kit, premises, and a great team in

brewer is not a particularly sensible idea,”

better term, is expanding. More and more

tow, all that’s left is for Campbell and

he explains. “We don’t have the means to

people are drinking that kind of beer and

Sureshot to work their magic with the

produce in bulk so we’ll produce what we

it’s not as niche as it was.

liquid itself. And early beers, perhaps

can, as best we can. Hop-forward beers

unsurprisingly, have many of the

are also the styles I know I’m good at

“I think there’s every reason to believe

hallmarks you’d expect from such a

making, and I know that we can sell.”

that as long as we keep hitting those quality levels, get our communications

storied brewer. He adds: “I don’t think we should be shy

MAY~JUNE 2022

right, and get our product delivery on

BREWERS JOURNAL

SURESHOT BREWING

I firmly believe there is always a market for a high quality product,” James Campbell, Sureshot

Sureshot has made great strides since completing its first brew in January of this year.

And when that happens, the head

New England IPA ‘I Need A Rendezvous’

brewer is not ruling out branching out

and West Coast IPA ‘Name A Yellow Fruit’.

For Campbell, another aim for Sureshot

into other beer styles. “I think there is

Releases that have already enjoyed UK

is constant improvement. “We want to

room for all kinds of styles but I am also

distribution thanks to the brewery’s in-

get better over time as we hopefully

a firm believer in keeping things fairly

house canning capabilities.

establish ourselves. We have more

simple as far as yeast goes. I don’t want

“The notion of Sureshot was born and

fermentation capacity on the way so for a

something like 17 different yeast strains in

developed under lockdown, and I think

business like ours, the ability to produce

the brewery because that will just lead to

we quickly came to the conclusion that

more beer will help the numbers make

trouble sooner or later.”

launching without a small pack facility

point then there is room for us.”

was verging on madness really,” he says.

more sense and it’ll also help us build our reputation, too.”

But until then, consumers can try beers such as Double IPA ‘164 Miles Per Hour’,

brewersjournal.info

“Go back a year or so and nobody

MAY~JUNE 2022

SURESHOT BREWING really knew what was happening with the licensed trade. And I still think the licensed trade doesn’t quite know where things will be in six months’ time. So for us, with that in mind, the ability to go direct to the consumer was essential.” Campbell goes on: “In addition, from my own experience, I also think small pack is some of the best marketing you can have. People will take a chance on a can of beer long before a publican will take a chance on a keg of it.” James Leaver, the brewery’s marketing/ graphics/social media manager, adds that small pack is incredibly effective in opening up the broader beer market. “We’re not a big country, cans travel pretty well and help people hear about you from any corner. So I do think that it’s an ambition to ultimately be up and down the country, and to be able to supply businesses that want our beer.” And another route the brewery plans to take when connecting with the consumer is through the opening of its own taproom, which will be housed in the adjacent unit to the brewhouse. The imminent arrival of additional FVs will result in malt and other storage moving to the back of the second unit, with a shiny new taproom and retail operation adorning the front. “It gives us a great opportunity for people to get to know the brand better. It gives us more of a personality,” says Campbell. “As a small start-up, it’s fantastic when people ask where they can enjoy your beer. So instead of simply having to respond with ‘all good pubs and bars’, we can have somewhere to welcome people to try our beer, and to come along on this journey with us. We’re excited by it all.”

Sureshot is firmly focused on hazy, hop-forward beers but never rule out other styles in the future.

MAY~JUNE 2022

BREWERS JOURNAL

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Free site survey and energy audit Call Ed Lennon on 01208 895576 cleanearthenergy.com

CleanEarth have done solar installations for half a dozen breweries in the past year or so. Between them they will see savings of more than £1.2 million over the next 25 years. They’ll also prevent nearly 1,500 tonnes of CO2 from entering the atmosphere. Callum’s right. From both the environmental and the financial perspective it’s a complete no-brainer.

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SUSTAINABILITY

SUSTAINABILITY TRENDS SHAPING THE FUTURE OF PACKAGING

WHEN IT COMES TO SUSTAINABILITY, PACKAGING EXPECTATIONS ARE EXPECTEDLY HIGH. IN THIS PIECE, PAKTECH INVESTIGATES KEY SUSTAINABILITY TRENDS TO GUIDE BREWERS TO MAKE THE MOST ENVIRONMENTALLY RESPONSIBLE CHOICES.

brewersjournal.info

ith the rising

or-break’ factors for socially conscious

awareness of

investors and shoppers alike. According

the impact that

to expert market analysts, nearly 35%

our consumption

of consumers believe eco-friendly

patterns have

packaging material is a key driver of

on the environment, consumers are

purchase suggesting that businesses

increasingly prioritising sustainable habits

who do not adopt sustainable packaging

and purchasing decisions. As responsible

are likely to see a drop in sales.

packaging remains integral to consumer

As the key framework for assessing the

choice, UK’s businesses must keep

impact of an organisation’s sustainability

abreast of constantly evolving packaging

and ethical practices, breweries must

sustainability expectations and the

adjust their business strategies to meet

brewery industry is no exception.

the high expectations from investors and

With the over 3000 brewers in the UK

consumers alike while contributing to

producing 31.4 million hectolitres of beer

creating a sustainable future.

yearly, the UK brewery industry must be at the forefront of change towards a

LESS IS MORE

more sustainable future. Here, PakTech examines four key sustainability trends

A simple approach to improve a

to guide brewers to make the most

packaging’s sustainability performance is

environmentally responsible choices

lightweighting. A simple reconfiguration

when it comes to packaging and overall

of the packaging design to reduce the

business operations.

size and weight can reap major benefits for the environment by minimising the

A HOLISTIC ESG STRATEGY

use of energy, material production and improving transportation efficiency.

For breweries seeking to expand, grow

Before opting for lightweight packaging

or develop, it is crucial that they do

however, brewers must seriously

so with the sustainable development

evaluate its usability and practical

principles guiding their decision-making.

performance such as user-friendliness,

As countries advance forward in line with

handling, accessibility and durability.

the UN’s 17 Sustainable Development

This is where we stand out amongst

Goals, businesses must play a vital role in

competitors – while offering a lightweight

achieving these targets by implementing

and minimalist solution that embodies

effective Corporate Social Responsibility

prevailing sustainability expectations, it

or Environmental, Social and Governance

does not compromise on performance.

(ESG) principles.

They are durable, comfortable, easy to

These criteria are becoming ‘make-

carry and remove.

MAY~JUNE 2022

SUSTAINABILITY

There are key trends to guide brewers to make the most environmentally responsible choices when it comes to packaging and overall business operations.

consider making the switch to packaging

packaging. While our solutions do not

RECYCLED MATERIAL

using recycled materials.

come into direct contact with food,

Amongst many vital aspects of evaluating

TOXIC-FREE PACKAGING

PakTech is fully aware of this concern and strongly believes that HDPE is the best raw material for its products. Not only is

a packaging’s sustainability credentials, the choice of material is an essential one.

It is no surprise that the word ‘toxic’

it strong, sturdy, and flexible, but HDPE

Thus, it comes as no surprise that many

makes us want to avoid a product at all

is considered as one of the safest forms

companies are committing to increasing

costs. Given the rising concerns over

of plastic as it is toxic-free, containing

the use of recycled packaging material

toxic chemicals in packaging, UK NGOs’

neither bisphenol-A (BPA) nor phthalates

to reduce their environmental footprints.

research on chemical contamination

nor any other harmful chemicals.

Carlsberg for example has now shifted

of food packaging show that 95% of

to using 100% recycled plastic for their

packaging sampled contained per-and

Furthermore, our handles are free of per-

product packaging. Coca Cola Great

polyfluoroalkyl substances (PFAS), a

and polyfluoroalkyl substances (PFAS),

Britain and Britvic, are among the handful

harmful forever chemical that has been

which have been recognised for posing

of companies to announce the uptake of

linked to impacting both human health

a health risk to humans, animals, and

100% recycled plastic bottles.

and the environment.

the environment. Additionally, not only

As a result, demand for post-consumer

According to a survey carried out by

to be a part of the raw materials used,

resin (PCR) remains at an all-time high.

ChemTrust, 81% UK consumers said that

no hazardous chemicals are added in

We are a pioneer when it comes to using

they would stop buying a product if they

the manufacture of PakTech products.

recycled material, as it transitioned to

found out that by using the product they

Hence, PakTech’s product portfolio is

using 100% recycled HDPE back in 2012.

would be exposed to harmful chemicals

fully aligned with consumer expectations

By using rHDPE instead of conventional

and 66% of respondents called for action

and will continue to avoid the use of

plastic, PakTech generates 78% fewer

to be taken by the UK government.

‘forever chemicals.

greenhouse gases, uses 90% less energy,

This high percentage not only urges

and reduces virgin petroleum production

policymakers to implement additional

by 100%. Breweries looking to reduce

legislation on this matter but also pushes

their environmental impact should

companies to shift towards toxic-free

are the above chemicals not expected

MAY~JUNE 2022

BREWERS JOURNAL

THE PERFECT BREWING BALANCE

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BRANDING

BUILD ON A LEGACY

LEEDS-BASED STRATEGIC BRANDING AGENCY ROBOT FOOD HAS CREATED A GLOBAL DESIGN REFRESH FOR BROOKLYN BREWERY, CREATING CONSISTENCY ACROSS THE LEGACY BRAND’S RANGE WHILE RETAINING ITS ICONIC MILTON GLASERDESIGNED LOGO.

brewersjournal.info

rooklyn Brewery, which is

time,” says Robot Food creative director

distributed and marketed

Ben Brears. “It’s not about making it

by Carlsberg Group in

more mainstream or palatable, it’s

many markets globally,

about building on the Brooklyn group’s

brought in Robot Food on

powerful brand and creating even

the strength of its strategic approach and

stronger visual recognition.

work with craft beer brands like Vocation, as well as its previous projects as part of

“You’ve got to treat the ‘B’ icon with

Carlsberg’s global roster.

respect: it’s a globally recognised

Robot Food was briefed to create more

symbol.”

consistency across the range of different packs and variants and form a bolder,

Robot Food’s strategy centred on

more impactful brand experience across

creating cohesiveness throughout the

all touchpoints, ranging from can and

ranges, and ensuring that the brand’s

bottle designs to boxes, beer taps,

key icon was being used as effectively

glasses and more.

as possible. Glaser’s hand drawn ‘B’ is deliberately untouched – out of

‘I Love NY’ designer Milton Glaser

respect for the late designer who died in

designed The Brooklyn Brewery logo

2020 – but the surrounding type within

when the brand was founded in 1981.

the round logo lockup spelling out

“This was a great opportunity to treat a

‘Brooklyn Brewery’ was subtly tweaked

brand with ultimate respect, where we’re

in collaboration with typographer Rob

not trying to change anything, we’re just

Clarke. The redrawn typography better

trying to enhance what has grown over

fits the curve of the circular logo, for a

MAY~JUNE 2022

BRANDING

modernised, refined brand mark more

With these numerous variants and

dropped shadow mimicking a floating

suited to digital applications.

the gradual introduction of packaging

shield. This new consistency future-

formats such as cans of various sizes,

proofs the brand for potential new

“When it was designed, it was typeset

limited-edition corked bottles and

additions to the range that can easily sit

in a way that we wouldn’t use in the 21st

boxed multipacks, the main issue was

within the overarching design system.

century, so it’s about building upon what

inconsistencies across the range.

they had, using today’s techniques,” says

“We removed a lot of superfluous clutter

Simon Forster, Robot Food founder and

“Brooklyn’s brand assets were being

to create more room around it,” says

executive creative director.

used in different ways across different

Brears. “We’ve essentially consolidated

touchpoints, making it difficult for

their logo usage, so the biggest change

“We’ve not changed the feel of it, just the

consumers to join the dots and recognise

is it now consistently says ‘Brooklyn

legibility and impact. The clarity makes

the brand instantly,” says Dave Timothy,

Brewery’ across everything, which wasn’t

everything sing, and you end up with a

Robot Food managing director. “This

present before.”

more impactful, more consistent suite

was creating a huge commercial barrier

of brand assets that’s still proudly and

to sales, so it was our ambition from the

Within the individual variants, Robot Food

recognisably Brooklyn Brewery, but with

start to create a united identity where all

decided to retain and enhance many

wiggle room to have fun.”

brand communications sing off the same

of the distinctive design elements that

hymn sheet.”

give each beer its character, such as the

ONE COHESIVE FAMILY

rainbows for the Stonewall Inn IPA. The tens of logo variants in play

While the logo has stood the test of time,

previously have been reduced to two

“Improving a classic with respectfulness

one of its main issues was that it was

options, with a secondary logo created

is the pinnacle of design to me,” says

designed for a limited range that has

for bottle neck labels and areas of

Forster. “You could only give this

now expanded way beyond just Brooklyn

restricted space.

project to an agency that’s very strong strategically, because there’s a lot of

Lager.

CLEANER BOLDER BROOKLYN

design decisions to carefully guide the client through. It’s all too easy to fuck up

Brooklyn Lager still makes up around

an icon.”

50% of Brooklyn Brewery’s sales, but over

The new cleaner, bolder identity is now

the years numerous sub brands have

bigger on pack, with a set space for the

been introduced including the Defender

descriptor in a branded font leaving

The new designs are currently rolling out

IPA, Summer Ale, the Stonewall Inn IPA

room for playful, varied sub-brand

globally.

and the non-alcoholic Special Effects IPA.

personalities, such as the Summer Ale’s

MAY~JUNE 2022

BREWERS JOURNAL

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LABELLING

LABELLING THAT LASTS B

WHEN YOU’RE OFTEN LABELLING SOME 12,000 BOTTLES AN HOUR, A BUSINESS LIKE BUTCOMBE BREWERY NEEDED KIT IT COULD RELY ON FOR CONSISTENCY AND QUALITY, AS WELL AS A SYSTEM THAT OFFERED EASY OPERATIONAL HANDLING.

brewersjournal.info

ristol is England’s fifth-

varieties - much to the delight of local

largest city, with about

and international beer lovers.

500,000 inhabitants, is

idyllically nestled between

Rising demand and growing sales figures

green hills right by the sea

demonstrate how well established the

and is known for its historic buildings. It is

brand is. Since their expansion in 2017,

also the home of the Butcombe Brewery,

Butcombe has been bottling their own

which was established in 1978 and has

brews and other breweries beers as a

since grown into an internationally known

contract bottler.

brand that owns its own Pubs & Inns. Butcombe Brewery is a pioneer in craft

To cope with the increase in production,

brewing that boasts an impressive variety

Butcombe needed the right equipment

of craft brews, including Pale Ale, Indian

and decided on a new labelling machine.

Pale Ale (IPA), cider, and lager.

The brewer favoured Gernep’s Soluta 10-640 3SK model, equipped with three

From the very beginning, the brewery has

state-of-the-art self-adhesive labelling

been flexible in its product development,

aggregates to effectively apply body,

constantly responding to changing tastes

back, and neck ring labels to 30cl, and

and trends. The result is a range of beers

50cl long neck glass bottles. Craft beers

that includes creative seasonal beer

often has a reputation for its eye-catching

MAY~JUNE 2022

LABELLING

looks. Their taste and colourful graphic

disruptions, brewers in the UK favour

operation. It is highly advisable to

appearance really stand out from the

empty container labelling, as self-

perform routine maintenance to ensure

large-scale industrially produced beers.

adhesive labelling does not offer optimal

top performance and long service life.

The key feature which makes craft

adherence to humid or wet bottles.

That is why Butcombe relies on annual

brews recognizable and adds to their

Gernep’s Soluta 10-640 3SK is the

maintenance by qualified Gernep staff.

shelf appeal is their labelling, hence the

standard brewery machine proposed on

The result of this regular exchange with

importance of perfect label positioning,

the UK market for these reasons.

Gernep also prompted Butcombe to

and Gernep’s Soluta offers just that.

rebuild its labeller last year, converting It is also popular among UK brewers

its existing three self-adhesive labelling

Currently labelling 12,000 bottles per

because it provides state-of-the-art

stations to double reels.

hour Butcombe Brewery’s packaging

technology while remaining user-friendly

supervisor, Miles Hay is enthusiastic

and intuitive to operate. Production can

Now, two label reels are mounted on

about the labellers performance: “Gernep

be set via the large, swivelling HMI on

each labelling station instead of one,

has a solid reputation on the brewing

the machine and the smaller displays

increasing production efficiency by

scene. For our plant size and bottling

on the labelling stations themselves.

shortening changeover times. Miles

volume, they were the obvious choice for

“The machine’s design facilitates new

Hay recommends the German labelling

new labelling equipment.”

operators’ training,” says Hay. This means

machine manufacturer’s service:

that staff turnover can be compensated

“Gernep’s service stands out compared

The brewer has produced 10 million

quickly, and training times and costs are

to their competitors. The team members

perfectly labelled beers since first

kept to a minimum. Gernep also offers

are immediately available for any

commissioning the Soluta in 2018,

training courses to teach employees how

requests and work efficiently on solutions

highlighting their success. Likewise,

to operate the machine on-site if desired.

and improvements.”

Gernep has lived up to its reputation

Soluta’s simplicity in design also permits

and delivered a high-quality machine

operators to perform quick and effective

As a result, the Butcombe Brewery

perfectly suited to the customer’s needs.

toolless changeovers. Bottle and label

successfully bottled and labelled two

changes are carried out swiftly, keeping

million liters of beer in 2021. They aim

downtimes at a minimum which is

to further increase their volume in the

particularly advantageous for brewers

future. Gernep asserts its prominence

Another deciding factor leading to

with a broad product portfolio like

on the international brewing scene by

the purchase was the labellers ease

Butcombe’s.

contributing to Butcombe’s and other

EASY HANDLING

brewers’ success stories.

of operation. In contrast to German breweries which prefer wet glue

REGULAR MAINTENANCE

labelling, many UK companies prefer self-adhesive labelling. To ensure

Machine breakdowns are probably the

a smooth production flow without

worst thing that can happen during

MAY~JUNE 2022

BREWERS JOURNAL

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FERMENTATION

YEAST GROWTH Preparation

Biomass growth

Laying down storage

Hibernation and stress

Original Gravity

Original Gravity Lag phase

Growth phase

Famine

IN HIS PREVIOUS ARTICLES, (YEAST CARBOHYDRATE METABOLISM & YEAST FLAVOUR DEVELOPMENT) THE BREWERS JOURNAL’S TECHNICAL EDITOR TIM O’ROUKE LOOKED AT YEAST METABOLISM AND BIOCHEMISTRY DURING YEAST GROWTH. IN THIS PIECE, HE FOCUSES AT THE MECHANISM OF YEAST GROWTH AND ITS BEHAVIOUR DURING FERMENTATION.

brewersjournal.info

Stationary phase

Feast

Settlement phase

Famine Figure 1: Typical diagram depicting yeast growth during fermentation

east evolved along with

lager pitching rate 8 – 10 x 106 cells per

flowering plants to utilise

ml to give a final yeast count of 50 to 60

the sugars produced

x 106 cells at the end of the fermentation

by fruiting bodies and

stage.

adapted to times of bounty

during fruiting in the autumn and times

STATIONARY PHASE

of shortage between the fruiting seasons. Brewing yeast experiences a similar

As fermentation proceeds the sugars

cycle of feast and famine.

are used up (as shown by the fall in gravity/ density) and conditions become

LAG PHASE

unfavourable for growth with a buildup of alcohol and carbon dioxide and a fall

Yeast starts from a condition of famine

in pH. Yeast cells stop reproducing and

when it is pitched into wort and requires

start to prepare for the next stage of

a short time to acclimatise and take up

famine by laying down energy storage

certain essential nutrients such as amino

compounds such as glycogen and

acids and oxygen before it can start to

compounds to protect the cell against

grow.

stress such as trehalose and ergosterol. This is the Warm Maturation stage with

GROWTH PHASE

the reduction of some flavour active compounds such as diacetyl and

Yeast enjoys a nutrient rich sugar

acetaldehyde.

environment, brewers’ wort, exploding into growth taking advantage of the feast

SETTLEMENT PHASE

to convert sugars into alcohol and carbon dioxide releasing the energy necessary

With the completion of fermentation,

for asexual reproduction (budding). Yeast

yeast reduces it’s metabolism to virtually

multiplies by 4 to 6 times with a typical

nothing to save energy and many yeast

MAY~JUNE 2022

FERMENTATION strains clump together (flocculate) and settle out. From this stage until it is re-pitched into fresh wort the yeast is experiencing famine putting cells under severe stress with a loss of viability and vitality.

DESIGNING SYSTEMS FOR TOP CROPPING ALE YEAST Brewers have designed their fermentation systems around yeast behaviour. Traditional methods of fermentation grew up around the technology and materials available at the time and are adapted to the behaviour of the yeast and the nature and dispense characteristics of the beer.

Figure 2: Design of a Traditional Ale top cropping Fermentation System.

The first beers were probably fermented in clay or wooden vessels using wild yeast and bacteria from the environment. As volumes increased the use of pitching or “back slopping”, where the foam off a recently fermented beer is added to a fresh brew, was used to improve fermentation performance. Beer quality was also improved by better solid separation to produce a cleaner brighter beer. Figure 3a: Traditional fermentation systems Double Drop

MAY~JUNE 2022

BREWERS JOURNAL

FERMENTATION Before refrigeration brewers had to rely on natural temperature to cool the wort. This was usually done in a large shallow open vessel called a “coolship” where the wort was cooled by natural cool air flow over night. Part of the brewing process involves clarification by removing solid material and insoluble proteins called “cold break”, which settle out and is left behind at the end of wort transfer. As the wort cools down it will absorb air (oxygen) from the atmosphere which is necessary for yeast growth.

COLLECTION VESSEL The cool wort (circa 170C) is dropped into an un-attemperated vessel with pitched yeast. As the fermentation starts the yeast grows and temperature increases to around 200C (taking around 20 – 28 hours). It is then “dropped” into the attemperated fermentation vessel below leaving some cold break behind.

SECOND FERMENTATION VESSEL Dropping adds more oxygen and improves yeast dispersal. Attemperation coil maintains fermentation temperatures at 200C. The sluice gate shown in black allows collection of the top cropping yeast ready for a subsequent brew.

Below left and centre, Figure 3b and 3c: Photos taken from Fuller Smith and Turner Brewery (now Asahi) in London Below top and bottom, Figure 4a and 4b: Burton union system at the Bass Museum & Marston’s Brewery

Traditional beers (ales and lagers) were all unpasteurised and unfiltered, requiring the yeast count in suspension to fall from around 60 x 106 cells per millilitre at the peak of fermentation to 1 x 106 cells per millilitre necessary for conditioning (secondary fermentation). A lot of yeast settles due to flocculation and a decrease in temperature from 220 to 80C, However, special secondary fermentation vessels were developed designed to separate the yeast from the fermented beer controlling the yeast count and supplying a clean accessible source of yeast for re-pitching. Fermenting wort is collected in a set of linked attemperated 5-barrel barrels where the yeast is allowed to rise up through the swan necks and is collected and cooled in the top trough leaving beer with the correct yeast count for racking in the barrels.

brewersjournal.info

MAY~JUNE 2022

FERMENTATION

Figure 4c and 4d: Yorkshire square from Heineken Tadcaster & Carlsberg Leeds

The beer ferments in the attemperated lower chamber and the yeast rises up the central port where it is retained on the shelf and can be run off for re-pitching and leaves beer with the correct yeast count for racking in the bottom chamber.

DESIGNING SYSTEMS FOR BOTTOM CROPPING LAGER YEAST Originally beers produced throughout Europe were ale style beers using top cropping saccharomyces cerevisiae. This continued until William IV of Bavaria passed the Reinheitsgebot regulations in 1516 limiting brewing ingredients which was later extended to restrict dates during which beer could be brewed to between Michaelmas (the feast of Saint Michael and All Angels on the 29th September) and Georgi (St Georges day 23rd April) which meant that fermentation occurred at low winter temperatures not conducive to ale yeast growth. This resulted in a new species evolving through the hybridization of Saccharomyces cerevisiae and Saccharomyces eubayanus to produce a new bottom cropping strain of lager yeast Saccharomyces pastorianus which was adapted to growing at lower temperatures. However, the basic brewing process remained largely the same with the lower fermentation temperatures extending fermentation times and the lower times and temperatures stressed the bottom cropping Lager yeast which remains in the vessel until fermentation is completed. Ale yeast can be skimmed from the top of the vessel as required allowing improvements in yeast health. The other issue facing Bavarian Brewers was logistics, supplying the market with beer during the summer from beer only brewed in the winter. To overcome this Brewers, produce a new style, Lager (stored beer) which was kept in cool cellars to meet sales demand with a sale at the end of the summer, Octoberfest, to empty the vats ready for the next year’s production. Figure 5: Adaption of the Traditional Fermentation systems to handle bottom cropping Lager yeast.

MAY~JUNE 2022

BREWERS JOURNAL

FERMENTATION

Many of the same considerations apply to lager brewing with the need to aerate the wort and the removal of unwanted solids and proteins. However, the cooler conditions and the longer fermentation times affected the viability of the yeast required to provide a secondary fermentation during warm maturation/cold storage which for traditional lagers occur at 4 – 60C. To ensure good condition of the lager yeast a process of “Krausen” is used where actively fermenting wort (containing budding yeast and fermentable sugars) are added to the maturation vessel to build up dissolved carbon dioxide, the yeast will also help to scavenge any oxygen from the container and reduce diacetyl.

MODERN CONICAL SYSTEMS FOR ALL BEER STYLES Developments have allowed the fermentation process to be updated and most importantly speeded up, and modern conical fermenters can be used for both Ale and Lager fermenting. Figure 7: Design of a Modern Conical Fermentation systems to handle Ales & Lager yeasts

The new modern cylindro conical vessel has generally superseded the traditional fermentation vessels but the same operations and constraints still apply, only this time it is simpler because of the benefits of improved technology. The modern whirlpool is far more efficient for trub removal reducing the carryover of cold break, however best industry practice still expects a small amount of wort to be removed from the cone between 12 and 24 hours after collection to remove cold break and dead yeast cells. Modern aeration systems and cooling systems ensure good control is achieved and with the yeast pitched in line there is thorough yeast mixing. Additional rousing and aeration can be achieved in the vessel, and it is fully cleanable and sterilisable. Ale yeast crop at the top of shallow traditional fermentation vessels because of its

brewersjournal.info

MAY~JUNE 2022

FERMENTATION affinity to attach to gas (CO2) bubbles, a similar affinity is not present in lager yeasts which sink to the bottom. Because of the wort depth (hydrostatic pressure) the CO2 gas bubbles which carry the ale yeast to the top of the vessel dissolve and cease to support the yeast which settles to the bottom of the vessel under gravity. Since the pitching crop is also collected from the cone there is an additional selection pressure in favour of bottom cropping yeast. Figure 8a: Schematic of a typical cylindro conical fermenter

SPECIFICATION Cylindro conical vessels are stronger and lighter and require a smaller footprint than rectangular vessels of the same capacity. The shape of the vessel encourages a vigorous fermentation resulting in shorter fermentation times. Pressure vessels operate at up to 2 bar. It can be used for both fermentation and cold storage. u Welded side wall and cone glycol jackets for cooling duty. u Cone angle of 70 to 900 for good drainage and yeast collection. u In/Out valve for filling and emptying u Full CIP The cone helps concentrate the yeast which results in more dense yeast cone resulting in lower beer wastage/losses. In this vessel yeast is removed first before pumping the beer. Cone cooling ensure the yeast is maintained in good temperature condition. Cooling is achieved by wall and cone jackets and in a regular fermentation the major cooling effect is achieved by the top jackets as the warmer beer rises and as

MAY~JUNE 2022

BREWERS JOURNAL

FERMENTATION it is cooled it will fall to the cone. This action is greatly increased when the yeast gives

to prevent ice formation at the top of the

off CO2 which also helps to stir the fermenting vessel during active growth.

vessel.

CO2 bubbles generated during fermentation cause strong circulation currents. This ensures consistent yeast concentration throughout the wort and improves the growth

As well as relying on yeast flocculation

rate of yeast. It also gives more effective cooling as the wort passes over the cooling

and cooling to separate the yeast at the

surfaces.

end of fermentation a centrifuge can be used to remove almost all the yeast

The conical fermenter is ideal for bottom cropping yeast. The cone makes it easy

before cold stabilisation further reducing

to collect yeast. There is also a small, but significant saving in the “loss” of bittering

vessel occupancy.

materials by yeast adsorption with bottom settling yeasts. The totally enclosed design makes it easy to incorporate in place cleaning using either

FERMENTATION SUMMARY

a spray balls or high-pressure cleaning heads. However, enclosure also makes it necessary to incorporate pressure and vacuum relief devices. These are essential to

Yeast added to the cold wort collected

prevent explosion or collapse. The design of the vessel, the quantity of CO2 remaining

from the brewhouse converts sugars

after emptying, and the type of cleaning reagents and temperatures used for cleaning

to ethyl alcohol (ethanol). Yeast

must all be considered when preparing a cleaning regime.

also produces a number of minor

CO2 from the fermentation can easily be collected with minimal wastage of impure gas

fermentation by-products which

due to the effective headspace purging.

contribute greatly to beer flavour.

Thermometers are required at different heights, to accommodate the different density of wort / beer at different temperatures. During fermentation, convection currents are

Fermentation is controlled by:

created in the FV, with the wort in contact with the cooling panels becoming denser,

u Nutrient status of wort

and falling, with the warmer beer in the centre rising with the coldest wort towards the

u Number, type & health of yeast

bottom of the vessel. The temperature probe therefore measures wort at its coldest

u Temperature - collection & top

and will stop cooling if below the temperature set-point. At the end of fermentation,

temperature

when cooling to less than 4oC, when the beer is colder than 3.5oC, the density

u Time duration of fermentation

decreases, and the cold beer rises to the top of the vessel alongside the cooling jackets, and back down the center of the FV. A high-level probe is therefore required

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brewersjournal.info

COMBUSTION ENGINEERING

05/02/2020 14:16

MAY~JUNE 2022

WASTEWATER

WHY WASTEWATER TREATMENT SHOULD BE PERSONAL FOR YOUR BREWERY

WATER, UNSURPRISINGLY, PLAYS AN INTEGRAL ROLE WHEN IT COMES TO YOUR BREWERY OPERATION. HERE, CASTLE WATER OUTLINE WHY YOU SIMPLY CAN’T AFFORD TO OVERLOOK YOUR WASTEWATER AND TRADE EFFLUENT PROCESSES.

MAY~JUNE 2022

ll of us will be familiar with

especially if your brewery is trying to

the adage “Save Water.

become socially responsible.

Drink Beer”. While it’s a slogan some people wish

An important aspect often overlooked

was true, the fact is that

is the use of water outside what’s being

many breweries across the UK lack the

used in the tanks. When looking at critical

capability to have optimised brewery

areas such as cooling and bottling, are

wastewater treatments in place. Much

there any missing components which

like the subtleties in craft beer, every

could bring usage down, or are certain

brewery should have personal processes

practices pushing the cost of bills up for

in place for dealing with wastewater and

no reason?

trade effluent. The intricacies of your brewery must

ENSURING COMPLIANCE

be considered properly before specific treatments are applied, however key

The introduction of the Industrial

areas to look at include how your

Emissions Directive in the EU and its

brewery equipment is used and the

subsequent murkiness in terms of UK law

use of water in other processes in your

have caused many breweries headaches

brewery.

over the rules and laws regarding the

Regardless of the size of your brewery,

generation of wastewater. It helps

treatment processes should place a keen

immensely to have an expert at hand

focus on trying to minimise the level of

who knows what your brewery should be

water wasted in the production process,

doing.

BREWERS JOURNAL

CLASSIFIED

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

BREWING AND PACKAGING

FERMENTATION MONITORING

Bottling | Canning | Kegging Contract Brewing | Blending

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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

MAY~JUNE 2022

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

1809

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

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

Est

CETT

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

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

MAY~JUNE 2022

BREWERS JOURNAL