January seems the perfect month to focus on the future and consider what lies ahead for our great British pub industry. Having recently partnered with Brixton Brewery on research looking into exactly this, we asked their co-founder, Jez Galaun, to share his thoughts on the role that craft beer can play in attracting customers to our venues and giving them an outstanding experience.
“The pub-landscape is constantly evolving so staying ahead of the curve is the key to success. We’ve collaborated with KAM on exclusive research and its Pub Roadmap 2.0 report to help operators craft (excuse the pun!) the perfect drinks range.
“61% of people are visiting pubs for the full craft beer experience, preferring to purchase in this channel[1]. It’s not just about pouring the perfect pint anymore, 86% of consumers want to learn more about craft beer[2]. Brands with a rich and authentic narrative behind them are really powerful in capturing drinkers’ imagination and encouraging exploration.
“Brixton Brewery is deeply rooted in South London, taking inspiration from the area’s vibrant culture, landmarks, and traditions. Our mission is to unite people through the flavours of Brixton, whether they’re near or far. We’ve always focused on crafting a diverse range of approachable modern classics, from our flagship Coldharbour Lager and Reliance Pale Ale to exciting limited-edition releases, catering to all tastes.
“A strong core range of well-loved classics keeps drinkers engaged, but it’s those unique brews that will create excitement and further drive sales, as 20% of consumers seek new beer experiences that are off the beaten path[3]. Our latest collaboration is with award-winning peanut butter brand, ManiLife, in which we created a peanut butter flavoured stout. The limited-edition brew called Nuts + Bolts (5% ABV) combines the distinctive rich flavours of ManiLife’s deep roast peanut butter with a smooth stout that’s bursting with intense malty flavour. It’s available now from Brixton Brewery’s online shop in 330ml cans (RRP: £2.75), as well as at the brewery’s Tap Room in Brixton.
“As we head into 2024, we expect drinkers to continue to curb their spending, but it’s not about settling for less, consumers will be embracing a ‘quality over quantity approach’. Encouraging trade-up with a premium experience at the pub will be the key to unlocking growth as 84% of consumers are willing to dig a little deeper into their pockets and pay more for a trusted craft beer vs a mainstream beer[4].
“The health and moderation trend will continue, especially in the new year, and low-alcohol beers continue to gain popularity. In January this year, we introduced our successful ‘Switch’ Alcohol Free Pale Ale, delivering the delicious pale ale flavour at just 0.5% ABV. This followed the triumph of our debut alcohol-free brew last year, created in partnership with South London author Candice Carty-Williams. Our commitment to inclusivity led us to craft ‘People Pale’ when we learned Candice doesn’t drink, ensuring everyone could enjoy our brews.”
Wise words Jez, thanks for sharing.
You can check out our recent Hospitality Talks interview with Jez below:
For further information visit www.brixtonbrewery.com
If you’re interested to access more of our hospitality research in general then take a look at our Knowledge Hub (lots of free insight!)
[1] KAM, Craft beer drinkers survey 2023
[2] KAM, Craft beer drinkers survey 2023
[3] KAM, Craft beer drinkers survey 2023
[4] KAM, Craft beer drinkers survey 2023
