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.