He believes that distribution methods today make it viable to send beer across continents and keep the quality. I’d like people to drink my beer.”įor Plant it’s all about intensity of flavours and ingredients that are core to the product. It’s scary, but I would like our beer to get out around the country. “At the moment we’re nowhere near that, we’re around 1,000 hectare litres. To go from five to 12, obviously you’ve got to go all out. Basically you’ve got to go from 5,000 hectare litres to 12,000 hectare litres. I think once you step over that tax limit it’s a real sharp ascent through the tax, up until you get to certain amount. Plant believes that once you start exceeding the tax breaks for microbreweries a brewer has to “go big”. They now brew seven or eight times a week. In the past few months Beavertown has moved premises, close to the Olympic Park, to give the brewery a chance to expand. The joint was Duke’s Brew & Queue in Haggerston and the brewery was Beavertown.
Plant started by opening a brew pub with a brewery inside. Logan Plant fulfilled a dream of his when starting Beavertown brewery “I always had dreams from about the age of 20 about one day opening up a brewery. Predomininatly it was cask beer, it got me thirsty, it got my palate into it. In my late teens and early twenties I got into going to these little places and drinking fresh beer. “I got into the craft brewing scene initially because where I’m from there are so many good little breweries. His West Midlands routes have led him to fulfil a passion and a dream of his that had been burning ever since he hit his early twenties. Logan Plant, founder of Beavertown, looks a bit of a craft brewing rockstar and no wonder, considering he’s the son of Led Zeppelin frontman Robert Plant. I think everyone is looking to challenge people and provoke that kind of reaction.” “The thing I look forward to most is seeing someone’s eyes light up when they try a new beer they didn’t think they would before. Having that level of interaction where we can talk about what we’re doing and actually getting them to taste stuff. It’s more about the UK beer scene than just us. That’s why he sees the importance of events like the London Craft Beer Festival. Ultimately for Taylor it comes down to having a platform to get the product and the message of craft beers across to the public. It’s quite simple: the harder we work, the quicker we grow.” Everyone is working towards the same goal and that is to introduce everyone to new craft beer. Taylor has an easy answer for the reasons behind BrewDog’s success. Neil Taylor of BrewDog is tasked with expanding the beer's presence across the globe They set out to make people passionate about beer and, after the number of craft brewers who have followed, it seems that mission was a success. Their Punk IPA and Equity for Punks concept encapsulate the unleashed nature of the company. Maybe instead of renaissance then the word should be rebellion. Founded six years ago in April 2007 by James Watt and Martin Dickie. We feel present despite not having a premises in London and that’s helped us.”Īt the heart of the craft brewing renaissance are BrewDog. In one day the other week we sent 13 pallets worth of our beer to Scandanavia. “I think the orders speak for themselves. This has allowed Siren to easily move into exports and McKenzie says being recognised as part of a London brewing scene rising in reputation has helped how Siren beers are received abroad. Now embarking on his own project he’s using the contacts he’s made to take Siren to Italy, Spain, Sweden and Denmark (where he worked with Evil Twin). Head brewer Witter-Merithew has vast experience from previous work with breweries such as Mikkeller and Evil Twin. It’s not the way people have been doing it.” A lot of the branding follows the idea that the beer brings people in. We really wanted to bring American style beers and expand on Ryan’s (Witter-Merithew, head brewer) background. “It’s about standing out against the current stuff. Gordon McKenzie, assistant brewer, Siren Craft Brew explains the concept behind the branding. Faced with mythical sirens used to reflect the character of each beer you become intrigued and it’s far from a gimmick. It’s no coincidence you’re drawn into Siren’s product. Poster Girl: The branding of Siren's beers are said to draw you in
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