Author Archives: mlambert010

Clearing the decks…

It feels like there’s a real sense of angst in the social media which surrounds the beer industry right now. And my mindset is to view it as a good thing long term if it gets points raised now for a better future. So in the spirit of a good pre-new year sort out, I’ve a few things that have been bugging me for a while now. Take this post as me clearing the decks so that as of tomorrow I can go back to being positive again!

A recent phrase in a Mark Johnson blog post, rekindled an irritation which I’d been meaning to form into a blog post for some time. He made reference to the Twitter version of yourself, which I took to refer to the false pretence with which many folk present themselves to the social media world.

Now that sounds malicious and intentional but actually, many folk don’t even realise that they’re doing it.  Imagine if you will, a relatively normal day.  You wake late, you dash downstairs for coffee/breakfast but find there’s no milk. You run for the bus but miss it so have to wait in the cold for the next one.  You get to work and those emails that you never got round to sending, come home to roost with a vengeance.  Your lunch is an underwhelming cheese sandwich and you already know you’re going home to the same pasta bake that you had last night, which is now, well lets call it ‘aged’ 24 hours. You sit down to watch nothing of any interest on the telly.  It’s almost asif your appetite for something interesting has waned and all you want to do its go back to bed, only  you cant sleep…

You glance out the window and notice your neighbour, who you’ve never really spoken to, has a shiny new car. Some folk get all the luck. Would be lovely to have a nice new shiny car to drive to work in. Would be lovely to have such a perfect life that everyday is easy and driving a nice new car is the cherry on that particular cake. No money worries there. No disappointing meals being eaten there. I bet every meal is a banquet of artisan delicacies. I bet he has a healthy social calendar.

But one day you happen upon an old school friend, you get talking and through telling him where you live you discover that he knows your neighbour well. You find out that your neighbour had suffered from a significant head injury from his military days.   He suffers from post traumatic stress disorder and enduring nightmares.  When he first left service he was unable to conform to the normality of day to day life and he lost the love of his life through his anger/anguish.  Every day is now a battle for him to keep his head up and a smile on his face, but he’s doing it. He’s getting help, he’s fighting back.  But it turns out your perception of his life, based entirely on his new car, was a million miles away from the reality.

That’s social media to a tee. You get a very small glimpse of a person’s life, but human instinct is to judge what you can’t see by what you can.

Flip that on its head and many people will be very choosey about what glimpses of their lives that they will share with those on social media. Only presenting what they see as the best parts of themselves. More confusing still, some folk will portray a whole false persona by hinting at a different reality through images and the things that they say.

Going back to Mark’s post, I felt that in response to the #Hopinions question of what to drink when there is nothing ‘craft’ available, it’s very easy to be flippant and respond with what you think will impress folk. Ugh, we men, we drink beer, ugh ugh ugh. So opt for a response along the lines of ‘I won’t touch anything other than that finest gold leaf hops’. Easily said, but the next time that scenario presents itself, I’d love to know how many of those people carry through with that. Not a lot I suspect.

And this false façade is something which sits very uneasy with me. Just when you feel comfortable with those you interact with, something comes along which undermines it.

I’m aware of numerous areas where profit motive can creep into what we do. What I do is simple. I’ve said all along, I’m passionate about the North East and I’m passionate about our beer scene. My motivation is to raise the profile of the North East beer scene and have fun along the way. This is very much a labour of love.

Recently a lot of the non-beery podcasts I listen to include adverts to ‘help fund them’, but I prefer to keep it simple. But what do we know about who’s funding what? How much of the things which influence you are targeted? I’ll be honest I’m aware of some things which are backed by different entities and conglomerates, but there seems to have been a fair few recently which have appeared out of the woodwork. I take the ownership of ratebeer as a prime example.

And on the face of it, the ownership shouldn’t matter if you like the product, but I can’t help being cautious of the motive of the ownership, and the direction they will try and sway the market.

I guess I feel uneasy about newbies eyeing up the modern beer scene as a cash cow. I think that brings with it greed and drives prices up as more hands grasp for a share. And long term, the modern beer scene will become established and perhaps the novelty will reduce its cache. The fashionable will no longer include it in their focus and then what? If those chasing the payouts up and leave the market, what’s left? I’m not saying that no good will come from people investing in the sector, I guess I’m just abit cautious of what I’m seeing.

Maybe I’m just paranoid, or maybe I’m missing something, but I worry that our market is becoming increasingly a brand driven market, much like every other fashion built sector. I guess I’m just keen to maintain that there is something of substance behind those brands and not simply a means to an end of making someone rich.

Finally, apologies if this has degenerated into a rambling rant, but it was important for me to get this off my chest before Christmas. My next post will be far more positive, I promise!  I’ve got a little idea that could go a long way, but more of that in my next post.

Now, where’s those mince pies…


Hit em up

It looks like its back…..

In my youth, there was a bitter east coast/west coast war waged between rival rap labels in the US.  Each coast had its own style of rap and what started out as a battle for the public attention became personal and levied at the individuals who were on the opposing coast.  Naturally, it didn’t take much in the way of crossed swords to spiral into something far more volatile than it needed to be.

As a music fan, I had grown up loving the music coming out of each coast and yet all of a sudden that wasn’t acceptable.  As a listener growing up in the hardknock streets of Rowlands Gill (a small picturesque former mining village in the Derwent Valley), I was encouraged to pick a side.  It meant showing any form of respect for one side, was a diss to the other.  I think we can all see how pathetic this was.  It meant that some years later, I went back and started exploring the music which came out of the east coast during those years, as Id avoided them at the time.

I had thought the circles I was in had matured beyond that.

And yet here we are.  Garret Oliver states that he thinks NE IPA’s wont stay in vogue forever, he’s quoted as calling them a fad, and all of sudden the defences go up.  Battle lines are drawn.

But take a step back.  Im a lover of the west coast IPA.  As I stated in my last post, I don’t feel able to judge if Im a fan of NE IPA’s. I would say that I have had some great examples and Ive enjoyed a great many facets of them.  My only stopping point is that I prefer a good quality west coast style IPA.  At no point have I ever criticised NEIPA’s, they are brilliant and I do drink them. Full stop. No but on the end of that sentence.

My love of West Coast IPAs is in part more entrenched than simply being a lover of the current style.  There are a million west coast IPAs out there that just don’t do it for me either.  They don’t quite hit the point of just what Im after in the style of beer.

And you know what?! That’s OK! Those same beers could be just perfect for someone else’s tastes. There’s a reason not all beer is the same.

I used to have a black and white telly, the programmes sounded the same but the world was far more enticing when viewed in colour.  Allowing more elements to make up what youre looking at is a wonderful thing.

Everyone is allowed an opinion, but more than that, we’ll all be much better off opening our eyes and ears to take on board a variety of opinions.  I want to walk into a bottle shop and to be presented with a vast array of beers.  The broader the array the better.  If each beer reaches a different drinker and brings them all together into that pub to talk, then we’ll all learn from each other and be far better off.

So don’t criticise NEIPAs, they add to our vocabulary.  And similarly, a love of NEIPA doesn’t mean that you have to hate on those who love West Coast IPAs.  And you know what, lovers of hop forward beer styles, don’t have to ‘hate’ those who like to drink dark beers.  Drinking establishments put a range of beers on the bar so that they can appeal to a broad range of people.  A different beer for every taste is the aim, while that’s not always possible, the wider the range the better.

I fully understand Cloudwater defending their chosen beer style. They’re a brewery doing great things and they have had a significant impact on the UK beer scene, and for the better too. I don’t love every beer they do though. I love their Stouts. I think the grisette is an incredible beer, and while they’re known for their DIPAs, I happen to have had a better experience with their IPA range. Perhaps thats an expectation v experience thing.

Sadly though, I’ve seen far too many reactions to the Cloudwater post along the lines of belittling those who don’t love NEIPAs. I don’t for a second believe that Paul wanted that. This is an industry that grows best through collaboration. Where differences are valued. Apply that degree of acceptance to the fact that different people have different tastes and we’ll all get along.

Socks, sandals and searching for bitterness….

My beer journey was on a very steady path. I was a fan of good quality cask. There were, at that time, a growth of new ‘microbreweries’ as we called them back then. I opted to join CAMRA as I was a fan of real ale. By that I mean I wasn’t a fan of lager, I wanted something with more flavour and if I’m honest I found the texture of cask beer far more to my liking.

Then the world turned. There was a point where beer growth gathered real momentum and in particular quality keg beer became more and more prominent. It soon became apparent that people would tend towards one type of dispense over the other. If I’m honest at this point the lure of hops grabbed me and challenged me and pushed me out of my comfort zone, and you know what, I loved it. I soon became obsessed by hops. The more vociferous the bitterness the better.

This rise in keg beer represented a problem for those loyal to a CAMRA past. Many of the members had spent so long fighting the cause of real ale, being a cask offering, that they weren’t able to give credit to the great many quality keg beers that were now on the scene. Add to that the fact that many of these drinkers weren’t drawn to that extreme bitter assault. So rightly they stood loyal by the cask offerings.

From my perspective, it felt like the new age modern take on beer, ie hop forward keg beers, we’re stepping away from the old fashioned image of the cask beer on offer. Style wise many of the branding at that time reflected that. Cask badges would have a heritage feel, trading off built up reputation and proud history. Keg fonts were far more an expression of modern art, bright colours and fashionable image references.

Objections were raised by those who were stereotyped as CAMRA members. New age drinkers didn’t really understand what their problem was with keg beer and conversely those people didn’t understand why anyone would consider non-cask beer to be better than cask.

In the last 12 months, I’ve become increasingly aware that the beery tectonic plates have shifted again. The style which has driven that is the New England IPA. All of a sudden west coast IPAs have been pushed out of the limelight. Breweries are overlooking them when choosing their line ups for significant beer festivals. Instead they have two or three (or more) of New England style IPAs or derivatives of.

And you know what? I’m left longing for the experience of that bitterness again. I fully appreciate that your palate develops and your tolerance to hop bitterness increases making that experience more and more difficult to achieve, but that doesn’t stop me seeking it.

And that’s another thing, my understanding of New England IPAs is not great. I’ve had many versions but a lot of those are UK breweries having a first stab at a New England style IPA, without sticking rigidly to the core parameters of what the original IPAs from New England were brewed to. So my opinion of the style is clouded by poor representations. But I’m not really in a position to be able to call out poor representations, as I’ve never actually tasted an original NE style IPA hailing from New England. The US breweries who have driven this style are small in size and their beer is highly desired. So they don’t reach these shores in great numbers. I imagine that the examples Cloudwater produce are true to the original style, but that’s as close to a reference point as I have.

And you know what’s worse, I almost feel like the beer scene has moved on from my tastes. I’ve become old fashioned, talking of the good old days when beer was bitter! I’ve become the equivalent of what I saw as blinkered opinions to keg beer way back when.

So what have I learned from that? I open my mind. I explore and embrace the new styles. That doesn’t mean that I’ll love anything which sticks NE style on the label. But I want to truly appreciate what the style is and experience the good examples. Only then will I truly be able to give an opinion as to whether the style suits me or not.

For what it’s worth I can see the NE IPA saturation point approaching. Good examples will last beyond the era of fashionable, and some other style will steal the limelight for a few years.

Craft Beer Calling: What to expect…

Tomorrow night marks the 2017 launch of the magnificent Craft Beer Calling and I cant wait to get inside.

So what’s so good about it?

IMG_3249Firstly, the setting. Before you even get inside you can’t help but be put at ease by the impressive Palace of Arts sat gently next to the lake with its swans and ducks in residence (Some info on the venue: Wylam Brewery: Palace of Arts). Wander through Exhibition Park, it’s a very relaxed approach which is fully carried through once you’re through the doors. The lay out is well organised, so you’ll have your tickets checked and you’ll receive your commemorative souvenir glass. Then you’re off to buy your tokens. I understand that there are two size of tokens available this year, but I’m sure it’ll all be pretty self-explanatory once you’re in there.

And then you can explore! Sneak peak of plans indicate that once again every corner of the Palace will be utilised to the fullest to house breweries from all corners of the world. There are two permanent bars in the main hall of the building which will be fully stocked, but also breweries themselves will have their own bars scattered around the building including through in the brewery itself. There’s a magical feeling to getting a beer served to you next to the shiny fermentation tank that it was once nurtured in!

imageAnd as for breweries, the mix is a good core of the breweries you’d expect/hope would be there, so think Magic Rock, Beavertown, Wild Beer and the likes, but also some more unusual/not as common breweries too. These are the gems, these are where the excitement comes in for me. My top tip, there will be many a high abv beer about but go and see Track Brewery for some of the best session beer being brewed in the UK right now, Sonoma is an absolute delight! They also have breweries from overseas, including Dry and Bitter from Denmark who are brewers of really high quality.

IMG_3203The biggest change in Craft Beer Calling last year was not only the move of venue, but also that the bars themselves are all staffed by people from the individual breweries. That’s massive for a geek like me, but also far better for the newby. The bar staff have a tie to the beer they’re serving.  If you’re alittle timid and abit confused by the language and terminology of modern beer, the idea of a beer festival could seem really intimidating, but with this approach, firstly there are loads of bars so you can always find one without a queue and also the knowledge of the staff serving is a massive aid to your enjoyment. They can and will take all the time you need with them to find out what you like and don’t like.  Don’t be afraid to ask them!

That’s where a festival works for breweries. Obviously it’s a sales point for them, but it’s also about connecting with the customer base in a more direct way than they normally would. Personally, I’ve always said that I am drawn more to breweries when I know the people behind them and not just the corporate brand. Here you can talk and pick the brains of the characters who help define the brewery and its culture. I have been to many festivals where I’ve not known a brewery beforehand but having met them I’m far more likely to try their beers afterwards. That reputation building and ongoing customer retention, even on a small scale, is very valuable for the breweries.

So get involved, get into conversations with people. The building will be full of people there to enjoy the banter and enjoy the beer. We’re a friendly bunch here on Tyneside and if you are coming from out of town you can expect a warm welcome.

I’ll be floating around too, if you see me, please do come and say hello!


Just as an interesting contrast, here’s my review of the first ever Craft Beer Calling, whilst so much has changed the core character of the event is very much the same: Craft Beer Calling review

What’s in your can?

Not often I get serious, but this is one subject that’s nagged away at the back of my mind for the last few years….

Craft cans are taking over.  More and more breweries are moving to can some or in many cases, all of their beer. The clamour is set to increase further as more and more breweries make the shift to canning in 2017. I wouldn’t be surprised at all if I was to walk into Coppers at some point in the next 12 months to find more cans on the shelves than bottles.

Brief history of craft canning lines in this country, started with Camden’s, followed by Beavertown’s and then the mushroom cloud exploded.  One of the main drivers in the explosion was the numerous mobile canning businesses starting to trade in the UK after successfully ploughing a business niche in the states.

What many of you don’t know is that around the time Beavertown were ordering their canning line, I was investigating a possible mobile canning business of my own.  It was fascinating exploring the science behind the benefits of a can on the beer that we drink at home. Cans are far more resilient both externally and internally. Externally a dropped can may still retain its seal, a dropped bottle will almost certainly see beer and glass splinters all over the floor. Internally, the beer is far better protected from its worst enemy, namely light strike.

Cans have a great many benefits for beer consumers and I strongly believe in them as a dispense method.  There’s nothing more satisfying than carrying a few cans for a train journey where the equivalent bottles would double the weight of your backpack.  I had regular meetings with one of the world’s biggest can manufacturers, regularly visiting their U.K. factory and having a look around at developments etc.

But there was one point that we discussed extensively which to my mind seems to have been very much underplayed in the craft beer can explosion.

Bisphenol A

When I first started talking to those around me about canning beer they were sceptical.  The set in stone image of beer at that time was that cans made beer taste ‘tinny’. The metal imparting some kind of flavour into the beer.  But modern beer cans save that from happening by having a thin plastic lining inside to separate beer from metal.

It’s this thin plastic lining which contains Bisphenol A (BPA).

So what is BPA?

Bisphenol A is a chemical commonly used in the production of a great many plastics and resins including that which lines the cans that hold your favourite hop bomb.

Why is that an issue?

Well here’s where the waters get muddied.  There has been some research which has discovered a trend between BPA and some pretty significant ailments.  Breast Cancer UK are actively campaigning to get the routine exposure to BPA banned in the UK ( Their claim is that BPA acts an Endocrine Disrupting Chemical, and has been linked to breast cancer and well as prostate cancer, heart disease and diabetes. Potentially very serious issues.

Now I know this isn’t a beer issue, but it’s an issue that has an impact on this industry but also far beyond the industry. My grievance is the scale. I was first made aware of this 5 years ago. At that stage the manufacturer’s representative was happy to openly discuss BPA in the can and was very aware of the seriousness that this could potentially be taken. This had been a hot topic of debate in the US for some time before my discussions. However, despite assurances at that time that they were working on an alternative lining, still to this day there has been no change. This was given far greater profile in the US back in those days and just stop and imagine how widespread the use of BPA products there are in use globally. The scale of the money involved in this is massive. Now it may be that there is a replacement product in development which is imminently due to hit the market, but I can’t help but be sceptical. If the industry genuinely wanted to put safety first they would have long ago. I wonder if consumer perception of BPA would hasten a replacement being developed. I suspect it might.

That’s not to say that a replacement hasn’t been developed. It has. At the beginning of 2016, Campbells soup and Del Monte both announced that they were moving away from BPA linings in their cans, with a target of being BPA free by the middle of 2017 (  ( Is it too much to expect the entire industry to move away from BPA based products? Perhaps, but when the health of all their customers is at stake, wouldn’t you think businesses would react quicker to it? Should cost and profit be a barrier to doing your utmost to ensure the product your delivering to market is entirely safe?

Infact, lets just stop and consider the fact that there has been no conclusive proof of the dangers, or that it is no danger to us. How much would be invested in proper research if there was confidence in there not being an issue? Which stakeholders have the financial muscle to drive the research? If proof was available to show that there wasn’t an issue I’m sure that would have been widely broadcast by now. The flip side of that coin has me wondering why greater significance isn’t given to the potential danger of this substance. Just to be clear, the official Food Standards Agency guidance ( is that the levels used in can linings are so low that they won’t have any effect. The European Food Standards Agency had a similar view (

But I cant help thinking that if I punch a man, it hurts, doesn’t matter how hard I hit him. If I kill him then that’s a more severe case, but it doesn’t make a less severe punch acceptable. Any exposure to BPA has an impact, it may not be noticeable and it may not ultimately change the course of your life but it does have an effect. We’re at the mercy of current scientific thinking, which as we’ve seen many times before can very quickly change as more information comes to light. Maybe I’m just paranoid about this, but I can’t help feeling that this can’t be simply ignored by simply telling us that there isn’t enough bad stuff to kill you.

And to my mind there is no consideration given in that assessment, for the cumulative effect. Granted each use of BPA products when considered as a stand-alone item may make the potential levels so tiny that there wouldn’t be any significant effects, but when you consider how many products we use in our day to day life which make use of this chemical that actually the overall levels are much much higher. Again, the official guidance is that even at those combined levels it’s lower than what they say is the level at which it is harmful. But again, I’d rather not have a poke in the eye at half the strength needed to blind me… And if we accept the use of this product now, how long will it take for our unwitting exposure to creep up to dangerous levels. That’s why the consumer needs to be aware of this. That’s why the consumer needs to be able to make informed buying decisions.

This is little ol’ me, one small time blogger from a provincial town, on the edge of the craft beer market, which in turn makes up a tiny weeny small proportion of the global BPA-using products market. And yet someone has to talk about it. I was concerned about it enough to go over and over it with the can manufacturers. I fully understand that others will have more or less conviction or concern about it, but I can’t be the only one?

So while I am a huge fan of cans and the benefits that they bring to having super fresh hoppy beer in your own home, I really can’t believe that no better way has been developed to line these cans. The lack of profile given to the potential dangers that BPA can bring, leaves a worrying doubt in my mind.

This is all unsubstantiated however, the medical evidence is that BPA consumption is at ‘safe’ levels, but why would giants like Del Monte and Campbell’s be moving to BPA free cans if it had been conclusively proven to be ‘safe’? What is ‘safe’? Does it have no effect on my health? Or does it simply not have a big effect on my health?

It’s worth pointing out here that this isn’t simply a canned beer issue. BPA is also used in those little plastic seals in crown capped bottles, but obviously gives far smaller contact with the beer itself, and less exposure, less risk. The bigger point to make here is that this isn’t simply a beer issue, BPA is everywhere around us in our modern day lives.

So the equation here is that there is a potential health risk from BPA based products. There is a non-BPA alternative to line food and drink cans. And yet BPA based linings are still being used. That can’t be right. Money talks here and it stinks of profit motive over health risks.

I would love to get an overwhelming response to this post from within the canning industry telling me that the move to non-BPA products is imminent across the board.  If Ive missed the news that this is the case then I would welcome someone to tell me just that.

I imagine that most breweries are completely unaware of this issue, but each of you, ask your can suppliers about this issue. They will have information on it. I think the more you know about this issue the better!

I want to be able to enjoy a delicious canned #trainbeer without worrying about the real journey it’s taking me on!

Collaborations: Why they’re more useful than you think

OK so I don’t think we need to pretend the image of collaborating is in any way negative. However, we as consumers are all too quick to judge a collaboration in the only way we can really, but I’ll get to that.

How do collaborations come about? Usually there’s a link between two breweries, or actually these days its as likely to be a linked collective/business/society as it is a brewery, the boundaries for collaboration have long since been removed. The essence of collaboration is that new ideas are brought to the table and those ideas can come from any quarter.

There’s the logistics to consider. For example if two breweries collaborate on a beer, who owns that beer? Who sells it? Well in many cases we’re talking about one beer having been produced. Produced from one brew day. That means that whilst staff from both breweries were present when that was produced, once brewed the beer ferments in the vessels of whoever’s premises it was brewed on ie one of the collaborators. So that brewery usually takes responsibility for the beer and effectively owns the beer. I’m sure there are a myriad of little trade negotiations within that sphere but generally that’s how it works.

Why do breweries collaborate?

One of the most significant things is that bringing of new ideas. Every brewery has its own identity and its own characters driving it forward. Those personalities put in the mix together will bounce ideas off each other and trade experiences with all aspects of brewing. The aim is to try and gain knowledge from each other and further their own knowledge through speaking and working alongside someone from a different background.

All good so far.

But the one thing consumers expect is an end product. We are all guilty of judging the validity of two breweries collaborating squarely on the quality of the one batch of beer that they produce. Granted we as consumers judge everything about a brewery on the quality of the beer that they produce, but there’s an extra element here which I often feel gets lost with the punters.

It’s that learning element. One brewer may see another brewer doing something slightly different to the way they do it. That could lead to a conversation where knowledge is pooled and which enriches the experiences of both parties. The brewer who learned that something may well take that bit of knowledge and start applying it to future brews. So that collab could actually influence a great many beers beyond the beer that was brewed on the day. And yet we judge it on the one beer that was produced. I’ve heard so many people talking about collaborations being abit underwhelming. And I think quite rightly we judge each beer on its own merits, but I feel that sometimes we project that onto the validity of the collaborative process.

Many times we expect collabs to push boundaries and naturally when boundaries of pushed, some stray over the cliff and don’t ultimately work as well as expected. The consumer deems it a failure and writes the whole thing off, not realising that the next time they have something from either of those breweries, the beer could well be benefitting from the experiences they shared in collaborating.

I guess the most significant thing I can point to in that respect is the reaction to the rainbow project. If you talk to the UK breweries who have been involved in that they’d tell you they learned a hell of a lot from collaborating with the other brewers. And the value of that process is far greater to them in the long run than the public reaction to the one off special beers that they produced. I would say that given the significance of the breweries who have been involved in that project, the whole UK scene has probably had a fair smattering of influence from the experiences gained within that project.

That’s why breweries collaborate. That’s why we should embrace the efforts. Granted we don’t always have to be positive about the immediate results, but don’t be too quick to judge its validity based on just one beer.

Prices, slices and perceptions of greed

A quiet family bank holiday weekend for some, for others an outpouring of objections and outrage after Matt Curtis (@totalcurtis on Twitter) pointed out a Cloudwater 4% Session IPA being sold at circa £13 per pint at Mother Kelly’s in London. The national tabloids loved the opportunity to slaughter the beer industry and lapped it up.

Lets just sit back and reflect on that headline.  £13 a pint.  I think most people would see that as a high price for a beer.  But the pub in question didn’t quote the pint price, the price of the beer was quoted in smaller measures, so that the price didn’t seem as excessive.  Is this just a cunning way to disguise the price?  Or is it a suggested measure for drinking it, with an intrinsic acknowledgement that it’s a high cost beer so you may wish to consider drinking a smaller quantity.  I am in no way able to answer that question, but its easy to see how you can, with a pre-set mind, give something a positive or a negative slant.

What determines price?

Most of the discussion has been around the cost of producing a beer, so let’s start with that.  As ever, Cloudwater themselves gave a very honest account of some standard costings for beers, if you haven’t read Paul’s blog post, read it now before we go on, I’ll wait for you to get back…. (Link:….

….. read it?  Good, it’s an interesting read and a very open way of guiding us to where prices come from.  Honest as ever and as a brewery they often react to social media issues very quickly to justify what they do.  Obviously in this, the beer in question was a Cloudwater beer so they are protecting their own image by responding to it.  And thats very important for a brewery. They are judged by the customer based on their experience of a particular breweries beer at the end delivery point.  Cloudwater themselves have no control over the price a pub customer pays, and yet are undoubtedly judged by the lay buyer on that end purchase, so by writing this piece they wanted to get their points of view across.

But I cant help feeling that they shouldn’t have to justify these things, but I’ll get to that later.

There are points of movement within a chain which takes a beer from being produced, to being supped by the end user.  The brewery puts time and materials into making a beer and must make a return on those things to stay in business.  Any distributor also invests time and materials into collecting and distributing the beer and again needs a return on those to stay in business.  Finally the outlet, be it pub or shop, invests time and materials into the selling of that beer and needs to make a return to stay in business.  Every step must take a slice to justify their efforts in the overall process.

I suspect that most people will look at a price on a board and if it’s outrageously high, as many felt it was in the example that started the debate, the belief is that someone in the chain is taking too high a slice of the projected profits and ripping the customer off.  Cue outrage.

But does the cost of time and materials determine price?  Most of the comments Ive seen over the weekend base an argument on just that.  But in reality, the cost of product and the price of a product are entirely separate things.  We’re looking at this all wrong.  In a world where we as consumers are better educated about the beer industry than ever before, our knowledge is taking us away from the simple reality of how a market economy works.

Price is determined by the customer.  Simple.  End of.

When you walk into a bar and look at the prices, you weigh up how much you expect to be paying and what sort or experience that spend will give you.  You find the balance of price and enjoyment which best suits a sense of value for your hard earned disposable income.  Yes the cost that the brewer has incurred to produce the beer is an influence on your decision, but you are weighing up how much you think that will add to the perceived value for money.  For example, a barrel aged impy stout, I love em.  So if I see one listed I’m looking at the price and weighing up how much I value what I expect that beer to taste like, against what the price actually is.

And this is where the Twitter reaction works.  Simply put, the volume of the response to this high priced beer was a loud and clear rejection from the larger market of that beer at that price.  It’s the extreme version of me opting for a lower priced beer.  Don’t blame the pub for putting this beer on at that price, Id be surprised if they move it quick enough to warrant a return on their investment of buying the beer and also the staff wages during the long time that it sits there getting ever older and more conspicuous.  Pubs owe it to themselves to turn beer around quick enough to maximise their return and minimise the time value of having that beer on the bar.  It’s a balancing act I guess.  But if each stage of the process is too expensive to be palatable by the end user, the whole chain collapses, the longevity dies and there is no longer viability in anyone’s business.

There is one thing that I can’t quite work out though.  Paul made a good point in his blog about imported beer v locally produced beer.  I may be wrong but the customer perception of price was inflated by the lure of the high cost US imports.  Getting a quality US beer to the UK in the best possible condition costs a lot of money and I think punters have become increasingly happy to pay prices at that level to get that product.  But a similarly high class beer from the UK doesn’t cost anywhere near as much to reach the end user and yet, how would a pub price it at a much lower price?  Let’s go extreme examples, let’s say a can of Cloudwater double IPA alongside a can of Heady Topper.  One has gone on a far longer journey.  The original ingredients may be very similar in costs, but does the different transport cost matter?  As a customer, my experience isnt enhanced by the longer journey.  If they are two similar standards of beer then I’d happily pay the same price for the two wouldn’t I?  What if it was an area which I wasn’t such a geek about?  If we were talking high quality fish fingers, I have no idea how fish grow fingers so no knowledge of how they’re made.  So all that matters to me is how they taste.  I have a perception of how much I’m willing to spend on quality fish fingers, irrespective of their heritage.

Some food for thought there anyway.

But I don’t feel that there’s a problem here.  Trends may swing and vary, but the crux is that we vote with our wallets.  You don’t have to hand over your hard earned.  But also, don’t feel under pressure to.  Don’t be afraid to take a step back and say, no that’s too much to pay.  The whole industry will thank you for that in the long run.  Inflation in a market is great while it lasts, but bites back viciously once it runs out of room to grow.