The Aldi Irish Craft beer Festival: Winning Over New Craft Beer Consumers

The Aldi Irish Craft beer Festival kicks off on Sunday, 2nd October featuring 30 beers from across the island. This is the first time that beer has featured exclusively in promotional campaign run by the German discount supermarket chain in Ireland. Newspapers will be carrying the usual Aldi brochure but today’s features a two-page spread on beer.

The Aldi Irish Craft beer Festival line-up. Prices range from €2.49 to €2.99
The Aldi Irish Craft beer Festival line-up. Prices range from €2.49 to €2.99

The beers offer a good introduction to the quality and range of Irish beers being produced today. Prices start at €2.49 per bottle and for this low price you can enjoy the likes of Carrig’s always quaffable Pilsner or its chocolate-laden Coalface IPA. The majority of the beers are on sale for €2.69 per bottle including Mescan’s Westport Blond and Westporter Stout. A few also come in at €2.99 per bottle, including Dungarvan’s Mine Head, the award-winning Francis’ Big Bangin’ IPA and Brehon’s Stony Grey IPA. It’s not all glass by the way. Luminous cans of Rascal’s Wunderbar IPA will be standing out, alongside the brewery’s Big Hop Red.

Supermarkets have tended to include beer as a bolt-on to their wine offers but this is slowly changing. SuperValu, for example, have featured craft beer in both print and broadcast ads. Craft beer sales are up with Aldi alone experiencing double-digit growth in sales over the past year. Indeed, its Irish beer has grown over the years with an accompanying drop in imports stocked, with the exception of the likes of Hobgoblin and the odd German, Belgian or French offering. However, a Marston’s exclusive range for Aldi may start appearing on shelves from November. This will be similar to the tie-up that the brewery-chain does for Tesco.

A snapshot of the beers on offer during the promotion, including Golden Harvest Pale Ale produced by 12 Acres for Aldi
A snapshot of the beers on offer during the promotion, including Golden Harvest Pale Ale produced by 12 Acres for Aldi

It tends to be overlooked that Aldi has long-been a supporter of Irish craft beer. Its O’Shea’s range produced by Carlow Brewing has won a loyal following with customers. These beers happily sit alongside the O’Hara’s range on the shelves and given people a solid introduction into the world of craft beer. Aldi has followed this up with commissioning Laois’ 12 Acres to produce the fruity-finishing Golden Harvest Pale Ale. It remains to be seen if this will be a once off or will it be an ongoing collaboration.

Some orthodox craft beer snobs might turn their noses up at the thought of the large multiples, believing instead that independent beer should only be sold in independent retailers. This ignores the choice and freedom for the brewers to decide where their beer should be sold, whether on-trade or off-, independent or chain etc. Of course, it’s important that prices remain sustainable and they don’t seriously undercut other retailers.

Supermarkets remain an important sales channel for brewers wanting to reach new customers
Supermarkets remain an important sales channel for brewers wanting to reach new customers

Yes, these beers (with the exception of those brewed exclusively for Aldi) can be bought elsewhere. Thinking like that misses the point. The opportunity to access the widest customer-base for their products is nothing to be sneered at. The Aldi promotion will run across all its 126 in Ireland until stocks last. The beers will also feature in its media-buy. For the craft beer sector, a large client such as supermarket chain can buy a certain-degree of confidence with the banks or others in attracting finance, capital and investment. Brewing is hugely capital intensive, with pressures on working capital and the need to expand to satisfy a growing customer base.

Regardless, it’s great to see more attention on the sector.

Jack Cody’s Puck Pilsner, my choice of a beer for 2015

Back in November Breandán Kearney asked me to suggest an Irish beer that I think “people should try in 2015 (something new or old)”. He was putting together a post for his excellent website www.belgiansmaak.com on 30 Fantastic Irish Beers You Have To Try in 2015 (As Suggested by Ireland’s Beer Geeks and Experts), which he published earlier this week.

Check out Breandán and Elisa's excellent site on adventures in beer & chocolate (www.belgiansmaak.com)
Check out Breandán and Elisa’s excellent site on adventures in beer & chocolate (www.belgiansmaak.com)

The only stipulation was “that the beer be Irish”. This was no easy task as it’s a bit like choosing your favourite film etc. It got me thinking about whether to suggest a completely new beer to look out for in 2015 without having tried it. Also, I was up against 29 others in the race to get dibs on the beer choice as Breandán was operating on a first-come, first-served basis.

The beer I chose was Puck Pilsner from Jack Cody’s in Drogheda for reasons outlined below. There have been a few really good lagers produced in Ireland in recent years. Bo Bristle has an excellent pilsner and Eight Degrees Barefoot Bohemian goes down well in tastings. Of course there’ve been bad examples as well, sometimes from the same brewery. Does the Porterhouse really need to persist with Chiller? Surely it could free up a tap and confidently push one year-round lager in the form of Hersbrucker (okay I know Temple Braü is a big seller for them).

No doubt 2015 will see a range of new beers to try. No doubt many won’t just have a name but also many will not have even been dreamt up by the brewers themselves. I’ll be looking out for some of the new ones around festival time (and there’ll be a fair few of them over the year). Hopefully some of the beers from the Irish Craft Beer and Cider festival will be released during the year, particularly for me anyway some of the saisons.

Can't wait to try the beers coming from their new Dublin brewery
Can’t wait to try the beers coming from their new Dublin brewery

It won’t be just a case of new beer but also new breweries, with Killarney’s Torc Brewing becoming the first born of 2015. Look out for the brewery’s Wheat (Belgian Wit) and Amber ales. Other beers I’m looking to try in 2015 will be coming from Niall and Kev in Stone Barrel. They’ll be brewing their beers on their own kit (well a communal one) in Dublin that was the old Galway Hooker kit and Emerald before them. They’d been contract brewing before that and split production between Ireland and England. I can’t wait to see what the lads will come up with when using their own kit.

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So my rationale for Jack Cody’s Puck Pilsner (4.5% ABV) as a beer to look out for in 2015 is a follows and is as appears on Breandán’s site:

With the growth in craft beer set to continue, a lot of attention is placed on the more unusual, stronger or hop-forward beers (or even a combination of all three). We can all too easily lose sight or even under-appreciate the beers that win over new fans to craft beer, perhaps even more so when it comes to lagers.

Jack Cody’s Puck Pilsner can please ardent macro-lager drinkers but is complex enough for real beer fans. It pours a clean straw-like in colour, with earthy and subtle honey notes on the nose. The earthy notes continue on tasting before yielding to a cracker-dry, bitter finish. It’s not overly carbonated (enough to clean the palate) and at 4.5% ABV it comfortably fits into the session beer realm. Puck Pilsner along with Bo Bristle’s Pilsner are two excellent versions to look out for in 2015 but are also perfect to introduce craft beer newbies to.

Judgement day, good works and a measure of comedy thrown in

The final week in February proved to be a busy one for me in beer terms. This followed on from a trip to London for beer; drinking with film producers following the first test screening of an excellent new documentary on Christina Noble; and an opportunity to try out the new pub in the Cottage Group empire, Alfie Byrnes.

The week began for me travelling down to Galway for a charity beer tasting to raise funds for a rugby tour to London for the youth team of Oughterard RFC. Organised by Paul Fogarty of Probus Wines, the beer tasting was to take place alongside a comedy set by impressionist Sean Clancy (more on him later) ahead of the England-Irish rugby match. Given the result, it was better that we had gotten this out of the way ahead of the match. I had about 10 minutes or so to introduce the art of beer tasting, styles and the 5 beers they were going to try. Did I mention that I did this Shane MacGowan-esque style on stage in The Boat Inn with a mic in one hand and a beer in the other. I’d like to think though that I was slightly more coherent.

The tasting line-up ahead of the England-Ireland match

The beers to be sampled (kindly donated by Premier International and the breweries themselves) were the Five Lamps Lager, Dungarvan Copper Coast, Galway Hooker, Boom from Stone Barrel and Kinnegar’s Yannaroddy Porter. Lager drinkers were impressed by the Five Lamps naturally but it was introducing other beer styles that really got them thinking that there’s something to this craft thing, that it’s not just hype and the lot. Copper Coast showed what an Irish red could be and I must admit I had a bottle or two during the match, which apart from Rob Kearney’s try was the only real highlight during the 80 minutes. Many had seen and heard of Galway Hooker with only one or two actually having tried it. This gave them a flavour of what was available on their doorstep. However, they loved the session IPA that is Stone Barrel’s Boom. Yannaroddy has been reintroduced since it first emerged as a Christmas seasonal in 2013. The coconut has been toned down, giving the ruby porter a pleasant, dryness with a fuller body. It comes complete with espresso and chocolate notes.

The following Wednesday saw a special booking for a beer tasting for a work outing. This had the added bonus in that there were predominantly non-Irish so it was another opportunity to show the great beers on offer in this country. All of them were scientists and some had serious sensory training behind them due to their work in the cosmetics industry. I decided to stick to the virtually the same line-up as in Galway. I also used it as an opportunity to try the Red from Independent Brewing Company. The tasting was good fun because many were wine drinkers and they were impressed how some of the beers matched up to the food on offer.

Time for #BPBPBT

Thursday saw the usual tasting session at Probus Wines, except this was different. First, there was the opportunity to try the new beer from the Brown Paper Bag Project in a blind tasting (started elsewhere at 6.45pm but ours started 15 minutes later, phones were banned until then). Second, Sean Clancy made an appearance in what proved to be his Dublin debut. This was novel, a comedy routine in an off licence. We were treated to the musings of Francis Brennan (which featured a cocktail made from Dutch Gold, Buckfast & polo mints, which melted the plastic cup it was served in), Enda Kenny, George Hook, Jose Mourniho and a whole host of other Irish and international notables.

Michael Healy-Rae putting in an appearance during Thursday’s tasting
It’s not a proper performance without a poem recital by Michael D.

Some of the beers tasted on the night included Hop City Barking Squirrel Lager (pleasant Vienna red), Trooper from Robinsons (always enjoyable), O’Hara’s Barley Wine aged in Irish whiskey barrels for 90 days. This was the third annual edition of a barrel aged beer from Carlow Brewing Company. This worked because the barley wine was quite dry to start with so it picked up warming notes from the whiskey barrel with a more-rounded and refined sweetness. This works and might win over those often put off by sweeter versions of the style. Of course the raison d’être of the beer tasting was the explosive new release (the bottles literally erupted everywhere) from the Brown Paper Bag Project. Tasted blind, there were citrus notes with a slight sourness on top of a hazy wheat body. On tasting, salt became clearly detectable and pointed to the beer as a Gøse. As the beer opened up (it wasn’t over chilled in the first place), a subtle sweetness took over. Some people viewed this as a take it or leave it beer, which was good for us that enjoyed it (and also that given the hype around #BPBPBT, there aren’t too many bottles still floating around.

The anticipation is mighty, the mood is tense
And the beer is…

Finally, the week ended being asked to judge at the National Homebrewing Competition Now in its second year, there were almost 400 entries from 140 brewers. The competition was held in The Church (venue for the forthcoming European Beer Bloggers Conference) and it was an early start for judges, who were asked to be there by 9.30am on a Saturday morning. I had to be good the night before because I didn’t want my palate to be shot so I limited myself to a couple of post work pints and an opportunity to catch up with Bo Bristle who were doing a tasting in Baggot Street Wines. I was asked to judge the American Amber and American Brown Ale categories. Judging at a competition is fairly intense as each beer is ruthlessly scrutinised and there’s a lot of form filling. It is a great experience and really gives you a sense of the wider beer movement in Ireland and the talent that is out there.

So that was the week that was, for me at least…

Missing keg happily reunited with owner, cheers twitter

Recently I came across a stray keg on the lane where I live. The natural reaction was to ignore it but this keg was unusual because it belonged to Bo Bristle. Baggot Street is fairly barren in craft beer terms (not counting Baggot Street Wines of course), except for the odd pint of Galway Hooker and O’Hara’s. So I tweeted the brewery to see if they were starting selling in the pubs in the area or if this was a keg that had gone walkies.

The keg was indeed missing and after some inspired sleuthing by John aka @thebeernut, it was deduced that it could have contained Carrig Lager (produced under licence by Bo Bristle) via Doheny & Nesbitts. So within a few minutes, Carrig Brewing Company had got in touch regarding this wandering keg. Turned out the beer is no longer being sold in Dohenys, Baggot Street has lost another craft beer but they made the arrangements for its safe return.

The image that the twitterati not only located but faciliated its return to its rightful owners

Why is this important you ask? Well, we tend to forget the sheer cost of purchasing kegs, all the more acute for small, independent breweries. Apparently over four hundred thousand beer and cider kegs have been stolen or gone missing in Ireland since 2007, costing producers approximately €40 million, according to research by the Irish Brewers Association. So if you see a keg abandoned, check the labels and at the very least tweet the owners.   

The keg was recovered last week after a brief soujorn staying in the back garden and of course there was nothing else to do but to enjoy a couple of beers from Bo Bristle to toast it’s safe return.

Logistics-ace Denis reclaims the keg & made sure it got safely home

The brewery from Bannagher, Co. Offaly has come along way since first emerging on the scene back in 2010 as Breweyed, with a Blond Pale Ale and Lager in tow. However, owners Morgan Smyth and Andrew Horn felt that the brand as it stood could not break into the mainstream and thus Bo Bristle was born in time for the second All Ireland Craft Beer and Cider Festival in 2012. This renewed approach saw them rejig the beers in their portfolio and adopt an interesting approach to market. They signed a deal with large multiple Marks & Spencers to stock their beers under the Bo Bristle name (not like some of the other beers produced exclusively for M&S under different names but by reputable producers).   

At present there are two beers in their core range: an amber ale (4.5%) and an IPA (5%). Hopefully their American Brown Ale, which debuted at the 2013 edition of the beer festival will hopefully make a more regular comeback (it’s a serious brown ale that has the characteristic sweetness perfectly blended with American hop oomph).   

Bo Bristle Amber Ale pours as if it’s not just a clever name. It is polished amber in colour complete with a thick frothy head. There are summer fruits and juicy berries on the nose. Tastes initially sweet but develops a slight bitterness, which is balanced by a biscuit body. It has an extremely pleasant finish.

The IPA on the other hand has a distinctive orange hue to its appearance, topped by a creamy head. Again there’s fruit on the nose but perceptively lighter than the amber ale. Instead, the bitterness comes through pleasantly in the flavour yielding at pace to a dry bitter finish.  

Both beers are enjoyable and strongly reminiscent of English-style ales, perhaps the hand of English-native Andrew Horn. They are enjoyable session ales and I can’t wait to try them on cask again because this brewery is getting better and better. I must admit I wasn’t that taken by them when tried almost eighteen months ago but these beers have come along way and so too has the brewery.

Absolutely a brewery to look out for and perfect beers to have on hand for Sunday lunch or that microwaveable meal (did M&S spot something here?) when you’re feeling that mid-week laziness.