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Master

BREWER

www.shepherdneame.co.uk Spring 2013


READY FOR TAKE OFF While there is no doubt the market is currently tough, these are exciting times at the brewery. We are reacting positively and with great creativity to the challenges posed. Spitfire Ale has unveiled its first brand ambassadors: comedy duo Armstrong and Miller, in the guise of their RAF pilot characters. We are working together on a multi-media campaign across TV advertising, PR, events and digital marketing. With such a perfect fit for the beer’s existing and potential markets, I look forward to the opportunities this partnership brings. The launch of two ‘new’ beers (IPA and Double Stout), based on historic recipes, has already proved successful thanks to national supermarket listings. Furthermore, Asahi and Samuel Adams have busy summer seasons ahead. Following our acquisition of the Royal Wells Hotel towards the end of last year, the next phase in our estate’s development is to continue the upgrade of bedrooms. The Royal Hotel, Deal, has been extensively refurbished and the Marine Hotel, Tankerton, is due to re-open this spring following a major improvement project. It’s not just hotels that are being improved. A refurbishment at the Zetland Arms near Deal will help us make the most of its stunning location, directly on the beach, with views of the White Cliffs. Community pubs the length and breadth of our estate have also benefitted from projects that have created a high quality offer and bring out the distinct character of each pub: the Nailbox and the Crayford Arms to name but two.

Jonathan Neame Chief Executive @jbneame

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RECRUITS COMEDY DUO ARMSTRONG & MILLER

Storyboards were produced for each advert

“So, deal with it, girlfriend” The brewery’s flagship brand has announced a new partnership with comedy duo Alexander Armstrong and Ben Miller in the guise of their RAF characters. The pilots featured in their award-winning BBC One comedy sketch show. They are renowned for using street language and having stereotypical modern-day attitudes but speaking with clipped 1940’s accents. Continuing Spitfire Ale’s tradition of tongue-incheek British humour, the characters herald a new era for marketing the beer, which will help it appeal to new and existing consumers alike. 3


Last minute makeup

The campaign will see the pair take part in TV advertising and on-trade and off-trade initiatives, including the opportunity for licensees to win an appearance by the duo in their pub. Brand manager Kate Maclean explains: “Our recent strategy has been to build distribution of Spitfire across the UK by working on initiatives such as Operation Landlord and Movember. That continuing work will now be supplemented by creating consumer demand, and building sales through a national advertising campaign.

Backgrounds were added in post-production using computer graphics

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/spitfireale

@spitfireale


“In a challenging market such as this, it’s imperative – with limited budgets – that your brand stands out. The marketing department has pooled its resources to make this happen with little additional budget and it gives us great confidence to have such established names fronting the brand.” A series of TV advertisements were filmed in January in preparation for broadcast in the summer. Commenting on the announcement, Ben Miller said: “It’s such a perfect – almost obvious – fit. Our quintessentially English 1940s characters, with their modern street vernacular, echo the brand’s identity perfectly.” Ben and Alexander on set

Our quintessentially English 1940s characters, with their modern street vernacular, echo the brand’s identity perfectly.

Alexander Armstrong added: “We’re also really excited about our night at a pub. We’ll be charging 1940s prices; do a singsong and generally have great time.” Originally brewed to celebrate the 50th Anniversary of the Battle of Britain, Spitfire Ale is renowned for its cheeky humour across its marketing and advertising. Past campaigns have featured print campaigns with taglines such as ‘Downed all over Kent, just like the Luftwaffe’ and ‘No Nazi aftertaste’. The brand’s trade activity has included giving a pub ‘free beer for a year’ and ‘one year rent-free’ through its Operation Landlord campaign.

Reviewing the rushes with the director

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HISTORIC DOUBLE FROM BRITAIN’S OLDEST BREWER Following hot on the heels of the brewery’s aged beer, Generation Ale, Shepherd Neame has launched two new beers. The brewers have deciphered coded, and long defunct, recipes from 19th century brewers’ logs to create a Double Stout and an India Pale Ale. The recipes were originally written in code to avoid their being copied and taken to rival breweries. Shepherd Neame first brewed a Double Stout in 1868. The 5.2% abv beer is rich and black with a robust hop aroma from East Kent Goldings. It delivers a velvety smooth palate of dry, burnt flavours which are complemented by cocoa and coffee notes.

The brewery’s India Pale Ale followed in 1870, although this recipe is a version from the 1890s. The beer’s style is rooted in the creation of a heavily hopped, high alcohol beer that would withstand the rigours of arduous journeys to the colonies. At 6.1% abv, this IPA retains the strength and character that is typical of this iconic, internationally renowned beer. Shepherd Neame’s India Pale Ale is hopped at three stages of the boil, with two varieties of Kentish hops – Fuggles and East Kent Goldings – resulting in a deep golden ale, with spiced fruit notes and a distinctive, heavily hopped bitterness.

The packaging of these beers is also traditional, with amber glass bottles embellished with the brewery’s 19th century logo on the label, neck and crown and designs inspired by imagery held in the brewery archive.

We source 95% of the hops used in our ales from Kent Master brewer Stewart Main says, “It was exciting to re-create this historic pair of British ales and delve into the brewery’s rich history. Something new has come from something old and the resulting two beers are sure to become firm favourites both at home and abroad.” Double Stout and India Pale Ale are part of Shepherd Neame’s Classic Collection and are available in Morrison’s supermarkets and online at www.bottle-shop.co.uk or www.thedrinkshop.com. Posting on Twitter, leading beer writer Roger Protz referred to both beers as: “Superb.” The beers continue to cement Shepherd Neame’s credentials as a brewer of speciality beers, a position which is further enhanced by the continued success of Samuel Adams Boston Lager which has experience significant success since its launch, particularly in exclusive restaurants and hotels in London.

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Thomas Enqvist sporting Asahi branding The Statoil Masters Tennis at the Royal Albert Hall

ASAHI MASTERS COCKTAILS Asahi continues its programme of high profile events this spring and summer. Fresh from its support of the Statoil Masters Tennis at the Royal Albert Hall – featuring big names such as John McEnroe, Pat Cash and Thomas Enqvist – the number one Japanese beer now has a raft of events planned for the coming season. Continuing the tennis theme, Asahi will feature at The Classique at The Mere in Liverpool in June. Meanwhile, the Asahi Cocktail Competition is currently scouring the UK for its leading mixologists, with the culmination of a grand final in June.

Asahi cocktail competition heat in Belfast

July’s exclusive events will include the Asahi British Beach Polo Championships at Sandbanks, Poole, live music at the Lusty Glaze Sundowner Sessions in Cornwall, and fashion show El Divino Walk on Water in Belfast.

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REFURBIS STUNNING VIEWS FROM NEW LOOK PUB Beachside pub the Zetland Arms, Kingsdown, is set to re-open after a £90,000 refurbishment by the brewery. New licensees, husband and wife team Kerensa and Tom Miller from Sandwich, took over from former licensee Tim Cobbett who ran the pub for 35 years. Kerensa said: “Tom and I are looking forward to offering a warm welcome to the local community. We are planning to hold music events, themed nights and quizzes but before we confirm details, we’ll be asking locals what they enjoy.” Tom’s mother Josie, who has more than 30 years’ experience in catering, will be cooking traditional favourites like fish and chips, and using local fish and seafood where possible. The pub is in a stunning location, right on the beach where it enjoys views of the east Kent coastline, flanked by the White Cliffs.

The Sportsman, Seasalter, has been placed second in a list of the

Top 50 UK Gastropubs by The Publican’s Morning Advertiser New licensees Kerensa and Tom Miller

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HMENTS RELAXING RETREAT ON THE KENT COAST The Royal Hotel, Deal, has been transformed by a full refurbishment and the introduction of a new restaurant. Public areas and bedrooms have been entirely renovated and the exterior of the hotel boasts Kentish weatherboarding and traditional sign-writing. The Quarterdeck Restaurant boasts a menu brimming with local and seasonal ingredients, including a wide variety of fish and seafood dishes.

A high quality finish in the stunning bedrooms

The hotel’s appeal was obvious to Lord Nelson and Lady Hamilton who paid frequent visits while the British fleet guarded the Kent coast against Napoleonic invasion in 1801. Today, the hotel is perfect base for a seaside break, close to three leading golf courses, historic castles and wildlife attractions.

The Royal Hotel has an enviable seaside locale

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ANCHORS AWAY AT PUB SERVING COFFEE AND CAKE The Anchor in Faversham is going above and beyond the traditional pub model by adding community services to its offer. After a £70,000 matched investment refurbishment by brewers Shepherd Neame and new licensee Andy Martin, the pub – being managed by husband and wife team Grant and Natalie Ravenscroft – has opened a general store. It will also open at 8am daily, serving coffee and cake and tea and toast. Licensee Andy said: “The Anchor is a wonderfully characterful community pub, the essence of which our renovation works have sought to preserve, while making the interior of the pub brighter and fresher. The Anchor, Faversham

On average every pub contributes £80,000 to the local economy each year

REFURBISH

WELCOMING CUSTOMERS WITH OPEN ARMS A Crayford High Street pub has been given an £80,000 refurbishment as new licensee Graham Hillman takes over. They plan to restore its reputation as Crayford’s ‘original village pub’. Among his innovative plans is an interactive digital jukebox, which plays and stores choices from customers’ iPods.

Customers enjoy the iPod jukebox

Says Graham, “In the late 1950s, when my parents first moved to Crayford, the Crayford Arms was the local community pub. We’re keen to revive this and, by working with Shepherd Neame, restore some of the pub’s early Victorian charm, plugging into the local heritage and giving our hometown a real ale, community pub of which it can be proud.

He adds, “In the past, I’ve been very involved in CAMRA, organising beer festivals. I am passionate about real ale and music – two key elements that I believe make a great pub.”

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William Boosey dining room

A NEW LOOK FOR THE WILLIAM BOOSEY Pub restaurant the William Boosey in Hatfield Peverel in Essex has reopened with a chic restaurant and a mouth-watering menu following a complete refurbishment by The Blue Group and the brewery. The pub now offers a large choice of seasonal, locally-sourced dishes ranging from light lunches and sharing platters to three-course meals. It also has a cosy bar and snug for relaxed drinking. Customers can choose from tempting plates such as Shetland rope-grown mussels in white wine, thyme, garlic and cream, followed by a choice of Essex-reared Hereford steaks or calves’ liver grilled on the pub’s signature cherry wood chargrill.


SUNDAY ROASTS BY THE SEASIDE A £55,000 refurbishment has taken place at the Coach & Horses in the popular seaside town of Whitstable. The pub, which is in the heart of the town, has been run by licensees Gordon and Jenny Cooper for the last 17 years. Says Gordon, “Our customers enjoy live music, including blues, folk, swing and jazz, most Friday and Saturday nights, and then come back on Sunday for a Coach & Horses’ roast dinner. “Our Sunday roast is made with locally-sourced meat and vegetables, and to follow there is always a choice of traditional homemade puds such as bread and butter pudding or treacle tart.”

Opening night: regulars toast the refurbishment

The traditional community pub, which dates back to 1693, has been completely refreshed including restoration of the wooden floor and redecoration inside and out. The courtyard garden has been given a makeover using sleepers to create a breakwater feature in keeping with the pub’s seaside surroundings.

MENTS FETCHING REFURBISHMENT AT THE NAILBOX The Nailbox at Shorncliffe in Folkestone has re-opened after a four-week, £120,000 transformation by brewers Shepherd Neame. Licensees Mick Wilson and Natalie Martin took over the pub in April. Mick said: “We now have an open bar area mixing the traditional and the modern, which accommodates both our pool and darts players and those who just want a quiet drink.” The pub was unofficially known as the Nailbox for many years because of a nearby woodworking shop. Employees there said they were going to ‘fetch something from the nailbox’ - a euphemism for nipping out for a swift pint! Live music is proving an attraction at the new look Orange Tree

NEW CARVERY IS A CUT ABOVE The Orange Tree in Wilmington (near Dartford) has new licensees – brother and sister team Nick and Pauline Hardy, and a smart new look after an £85,000 investment. The pub is offering a warm, family welcome as well as first-class roast dinners from the new Hardy Carvery and a dynamic live music line-up of musicians and solo singers. Built in the 1800s, the Orange Tree is a quaint pub housed in a listed building. The exterior and its large bar area has been completely redecorated. 11


OUR ROLE IN THE COMMUNITY AT THE BREWERY – GOING FOR GREEN The brewery’s environmental credentials are being boosted once again. The Visitor Centre has received a gold award from the Green Tourism Business Scheme for its sustainability practices. Meanwhile, behind the scenes, an innovative project is taking place that will help dramatically reduce water consumption. The installation of an on-site water recovery plant will further reduce the amount of water drawn from the well deep beneath the brewery. Head brewer Richard Frost explains: “Our well has never run dry – and we extract far less than we’re licenced to – but like any responsible business, we like to preserve resource where we can. This equipment will provide us with a long term solution that will recover and re-use around 40% of the water that currently goes to waste. That water can then be used as part of our cleaning programme.” Award winning beer and food tasting a the Visitor Centre

HISTORY LESSON FOR CHEF Renowned chef Angela Hartnett MBE (right) has visited the brewery to find out about women’s role in brewing for part of a BBC TV series. For the second series of BBC Two’s Great British Food Revival, Canterbury-born Angela was hosted by head brewer Richard Frost, who coached her through a brew of Spitfire Premium Kentish Ale.

JONATHAN NEAME DL Chief executive Jonathan Neame has been named as one of four new deputy lieutenants of Kent. The honours are awarded in recognition of the recipients positive contribution to the county and the nation. Her Majesty’s Lord-Lieutenant of Kent, Viscount De L’Isle MBE said: “We welcome these new deputy lieutenants. They will be joining an outstanding network of men and women whose role it is to support the Monarchy and celebrate Kent, its unique history and culture, serve its communities – and contribute positively to its future.” Angela Hartnett and Head Brewer Richard Frost

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Master Brewer - Spring 2013  

The latest from Shepherd Neame, Britain's oldest brewer.

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