Whilst out for a farewell drink with Gwen (see my previous blog “Au Revoir Sacre Brew…”) we popped into Brewdog who were having a showcase from Pirate Life. Never one to miss a blog opportunity I sat with Sean Robertson (European Developer) to have a chat about this Australian brewery and their plans for the UK.
The brewery, based in Adelaide, started about two and a half years ago and the two founding brewers, Jack Cameron & Jared Refert started their brewing lives at Brewdog in Ellon. From there they went to Little Creatures and Cheeky Monkey respectively before Jack’s father raised the money to set them up in their own brewery. The brewery has grown 15 fold in two and a half years and is moving toward 220 thousand litres a month. They now brew 17 styles of beer, with staff increasing from 6 to 36 people including 6 brewers.
The event was more of a meet and greet however Sean told me they had a more full on program of meet the brewer type events planned at other Brewdog bars over the coming weeks. He told me the relationship comes from starting at Brewdog but there is still a healthy competition!
The brewers intend to come over to the UK and Europe every 10 weeks, having freed themselves from the brewery, to drive forward events, Q&As and promotion. We agreed this will be great for them to see the challenges facing breaking into other markets.
We talked about the challenges of bringing beer from so far away and I found out that the beers are shipped in chilled transport for their 6 week journey and that Pirate Life are passionate about maintaining an all cold supply chain. Within Australia they have their own distribution network but to bring beer to the UK they have had to have a number of trial runs. The first shipment was not great with the Throwback IPA, particularly, not travelling well. They tweaked the temperature on the 20ft refrigerated units and dropped it to 3C – it seems 3 was the magic number! They were now on container number 3 with container 4 on the way with, so far, only the core range coming over but it’s arriving in great shape.
I was also pleased to hear that they didn’t want to be London-centric but would be UK wide getting into “grass roots and off piste smaller towns”. They are using smaller distributors to get into these smaller locations and hope to have around 10 distribution partners by the end of the year.
In Australia 83% of their market is cans, the UK market is much more draft focused and much more competitive in general. Also the market in Australia is much more focused on bottle shops but the team have taken the approach to “blend in” with the UK sales profile focusing on wider sales channels. Sean told me they are keen to spearhead the import of Australian beers “We are aware, as Pirate Life Europe, we want to be the pioneers of Australian craft beer – we’ve a great history of brewing but there are a lot of hurdles to get over like ‘the original Fosters scenario’. Also Little Creatures have relaunched and Prancing Pony is coming over from the same region as Pirate Life”.
In respect of the beers I drank during the evening I started with a Throwback IPA which tasted really light and fresh with a good grapefruit flavour, the 6.8% IPA which was super hoppy and spot on and finally the 8.8% Double IPA – this really showcased the hoppy flavour and the benefit of that 3 degree shipping. I have to say I was really impressed with them all and would certainly order them again and look out for the cans.
During the interview we talked about various bars in Birmingham and I mentioned the great focus on events at The Wolf and it seems my advice went in as there is an event there on 22nd July for Birmingham Beer Week! So get down there and try some great, fresh tasting Australian beers!