Tag: The Wolf

Pirate Life – They Come from a Land Down Under!

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!

 

Bad Dog!

So, a few weeks ago we wrote about a new bar that had opened on the edge of the Jewellery Quarter called Lone Wolf. We were pretty impressed by the space and the passion of Sallie and Josh, and after only a few weeks they increased the tap range to 10 which made it even better. But they did mention a spanner in the works because Brewdog had a distillery called Lone Wolf and had sent a cease and desist letter for them to change their name.

And so it came to pass that Lone Wolf became Wolf because they didn’t think it was worth trying to argue with the big boys so to speak. With costs being incurred by themselves they changed signage and everything and relaunched on March 15th as The Wolf bar (@TheWolfBham), and a great night it was with brewers from @BurningSoulBrew, @greenduckbrew, @MauleBrewingCo and @TwistBarrelAle (and if you are not checking these guys out you should be).

Rob Davies from the Guardian happened to be at Sheffield beer festival recently when someone, who may or may not have read our original blog post, told him the story. So Rob got in touch with Sallie and Josh to get more details,  but didn’t say when the story would be published.  March 26th it was published online (here’s the link for those that didn’t see it https://www.theguardian.com/business/2017/mar/26/brewdog-lone-wolf-birmingham-pub-change-name – and the proverbial hit the fan with the phone at the bar ringing off the hook, twitter notifications going mental, and messages coming in from friends and acquaintances in Newcastle, Liverpool, Berlin, and even Australia. It was great for us to see the Birmingham beer community get behind these guys and give them their support, although I personally thought some of the anti-Brewdog vitriol got a bit out of hand.

Anyway James Watt eventually tweeted…but forgot to tag the bar so they didn’t see it straight away. After even more press, including the Birmingham Mail, the PM Show on Radio 4, Radio 5 Live, and BBC WM amongst others, the brewery did get in touch, with James emailing to say they would cover all the costs, and even inviting them to the distillery…Since then there have been a few more jabs at Brewdog who maybe aren’t that punk after all (“ever get the feeling you’ve been cheated?”) but in the end it probably isn’t going to do them a lot of harm.

Josh says their twitter following, and more importantly, footfall has already increased, and hopefully it will continue to do so. He said now they just want to put an end to it and move on, and to that end they have lined up a few events, which include tap takeovers and meet the brewers with Five Points in April and Mad Hatter in May, with hints of more to come.

So let’s hope this fable ends with the Wolf and the Dog peacefully co-existing and living in beery harmony…