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.

Drinking for a good cause: the role of charity beer events

Craft beer is getting in on the scene of charity events. Joining the ranks of pub quizzes and races nights are charity beer tastings. I’ve hosted a number of these over the past few years but it’s great seeing them increase in popularity. They’re definitely a break in the monotony of the usual charity events, although a good pub quiz is good fun as well (earlier this year we even had one in Probus Wines so it coincided with good beer too). Tasting nights are no longer the sole preserve of the wine drinker. In fact, to broaden the appeal a combination of both works fantastically well.

image

So what’s the inspiration of the post you might ask? Well, recently I attended a Pop-Up Craft Beer night in the Inchicore Sports and Social Club. It was the latest fundraising event they organised for the renovation of the club’s roof. I really like the CIE Works and the surrounds so it was a great excuse the head down there. I had no idea of what to expect. Entrance was €5 and included a plate for the buffet (lots of artisan Irish cheese, bread and meat available). Of course, it wouldn’t be a craft beer event without Keogh’s crisps putting in an appearance too.

Picture1

Beers had to be purchased and it was less of a tasting and more of a bar, although there were tasting notes provided. O’Hara’s Pale Ale was the only beer on draught and the others from the Porterhouse, Carrig and 12th Abbey were available in bottle. All the proceeds went to the roof so one was drinking for a good cause. For those not willing to try them, there were two Irish ciders (Dan Kelly’s & Ballyhook Flyer), as well as 2 types of red wine but only one white wine could also be purchased. A lot of fun was to be had and the club’s atmosphere made it easy to get chatting to those attending and to get their thoughts on the beers being sold.

image

While a given charity benefits an event like this, the ability of such evenings to introduce craft beer to a new audience shouldn’t be ignored. Take for instance people who show up to support the charity regardless of the event who go away with a new appreciation of a craft brewer or discovering a particular beer style. Charity beer tastings hit a wider audience than typically achieved through the usual craft beer channels and can be a good tool to win over new customers.


About Inchicore Sports and Social Club: It’s a community based organisation providing services and facilities for the people of Inchicore and surrounding areas. The Club provides a resource in a variety of ways to old and young in the Community. There is a bar, a lounge, a games room and a hall with a stage. Every week there are sing-along nights in the lounge. There is Snooker, Pool and Darts and we provide facilities for Community Festivals, Sports Days and local fundraising concerts, meetings, functions and a range of activities. The Club is open every week on Thursday, Saturday and Sunday from 7.30pm and on Tuesdays from 8.pm. We also open on other days and nights to facilitate bookings, functions, meetings and other activities. Annual membership subscription is €20 and €15 for senior citizens. For Up to date news about activities in the Club, check out its Facebook page: www.facebook.com/inchicoresportsandsocialclub

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.    

Have a picnic at a beer festival instead

Forget the Electric Picnic, the festival to be at the end of the summer is the Irish Craft Beer and Cider Festival. Continuing in its early September slot in the RDS for the third year, this edition promises to be bigger and better.


The festival got a bump in attendees in 2012, thanks to the weather and benefitting from the first Leinster home match of the season (supporters could benefit from 50% reduction in admission on presentation of match ticket). Nonetheless the organisers are determined to give it a go. Tis year’s festival is now a four-day affair. Gone are the three-day passes but Beoir members can benefit from discounted entry. There is also greater equilibrium in the beer festival calendar as beer festival took place a couple of weeks before the inaugural festival in 2011 and last year it was the weekend immediately following last year’s one. I wasn’t particularly complaining because needless to say I attended both (gutted to have missed the Secret Beer Garden 2013 in its new May slot).

The festival had a quiet start in 2011 and as all regular festivals needed time to grow in its surroundings. Noticeable improvements in terms of general attendee experience could be seen last year. This includes TVs to watch the important matches of the weekend (i.e. Ireland v Sweden and the All Ireland final) as well as the main stage being in the centre of the room as opposed to be at the end of the hall this first year. However, the key reason for being there is to enjoy the range of beers and ciders on offer and thankfully the opening hours have been revisited (Thursday 5pm-11.30pm, Friday & Saturday 12pm-12.30am, and Sunday 12pm-8pm). The later closing times are fantastic, particularly those who might be combining it with the football match nearby on Friday.

The festival allows attendees to get up close and personal with the breweries themselves. Unlike the in the IFSC, breweries operate stalls offering their wares. There are a number of first time debutants such as Donegal Brewing Co., Kinnegar, Kinsale Craft Brewing, Mountain Man, Five Lamps and newly launched Brú Brewing from Meath. It’s great to see Galway Hooker back at the festival after missing last year’s, bringing with them a range of beers that are nigh on impossible to imbibe outside of city of the tribes. J.W. Sweetman will be there under their new name, ownership and brewing skills. In 2011, my beer of the festival was Barrelhead contract brewed by Fransican Well for the guys behind Sweetman’s today and I can’t wait to try it once more.

Besides the array of fantastic stouts and porters, there will be a number of golden, pale, brown and amber ales. I am particularly looking forward to trying the range from Kinnegar (they were excellent when tried in bottles last June), Mountain Man’s Hairy Goat and Kinsale’s Pale Ale complete with hop randall in tow. Hopheads wont be disappointed this year with the Eight Degrees “hop off” contenders Cyclone and Hurricane putting in appearance, as well as Amber Ella made with the with aussie hop of the same name (used to be called stella but for some reason had to be changed). It will be interesting to get the opportunity to try the Franciscan Well’s IPA as well as Whitewater’s Hoppelhammer IPA because I’ve heard good things about the cask version.

Like all beer festivals, there will be a range of “special” brews. It’s great getting the opportunity to have first tastes of brews that may or not be put into wider production or based on feedback relieved they might be altered in future brews. Dungarvan will be bringing brews that will offer an insight into Cormac’s thinking of forthcoming brews. In 2011, they brought what was to become Comeragh Challenger and last year we got to try Mahon Falls then under thr imaginative name of Rye-PA. Alternatively festival specials might be brewed with unique adjuncts because of either the growing popularity of these beers or simply for the craic. The Metalman crew have done this in the past. This year we’ll see O’Hara’s Curim with peach as well as with mango and honey. Whitewater will be bringing Bee’s Endeavour, an ale with honey and root ginger. Let’s not forget that Trouble Brewing will once more be providing a scaled up version of the brew that scooped overall prize at the 2013 All Ireland Homebrew Competition, an oatmeal stout called Ormeau Dark. There will be also two collaboration brews at the festival the first being Troubled Hooker (can you guess the breweries involved?) the second one will be a Belgian-dubbel style from JW Sweetmans and O’Hara’s. Hopefully White Gypsy will be bring theirs and a side-by-side test could be done. There will be a noticeable increase in abv of the beers and offer and the accolade for the strongest on offer goes to the Porterhouse’s Louder. O’Hara’s will also have a barley wine. That’s two Irish barley wines at the same festival. Two! There were none last year.

For lager drinkers (much maligned by beer aficionados), there will be more choice over previous years. No longer will Dingle’s Tom Creans, Carrig lager and a couple from the Porterhouse. Brú will bring both a German-style pilsner and a Dortmunder, and people can get their malty lager fix from the Five Lamps. O’Hara’s bar will feature their Helles interpretation. The festival will show that lagers are not solely pale yellow thirst-quenchers and there is quite some depth to the cold fermented brews. Look to the amber lagers on offer from Whitewater’s Bullrush (no Belfast Lager this year) and the excellent sorachi ace-infused Sahara from Metalman. For those attending the festival with lager drinkers, why not introduce them to the range of Kölsch and other golden ales as a transition beer?

Finally, a lot of discussion has taken place online about the presence of Franciscan Well at the “craft” beer festival following their takeover by Molson Coors. For example, its beers have already been removed from the Beoir Finder app. This is an issue that will run and run until there’s an agreed definition for “craft” beer in an Irish context (or do we need one?). Alex aka @TheBeermack has a good overview of the debate on the presence of the Cork brewery at the festival and suggests that the festival might look at future years branding itself as “The Great Irish Beer and Cider Festival”. This would be inline with both its counterparts in the UK and the US where independent and large breweries participate and leave it to attendees to make up their minds. Although in the case of the Great British Beer Festival (GBBF) with its focus on real ale, you wont see the likes of Brewdog, Kernel or Magic Rock participating. People will “nit-pick” until this issue is sorted but others may equally take umbrage over the presence of international offerings from Kentucky and Sierra Nevada at an “Irish” festival. There were rumblings at the GBBF over the increased presence of international beers and that they were taking attention away from the indigenous offerings. I certainly think it would be great to have additional beers from overseas at the festival because it could help boost international visitors to the festival (CAMRA and other EBCU-affiliated members get discounted admissions). Perhaps one year we may see Irish brewer’s Fergus Fitzgerald (Adnams) and Evin O’Riordain (Kernel) bring their brews to the festival. Sadly it was a missed opportunity this year during “The Gathering”.

All in all it promises to be a fantastic weekend in store for attendees. Apparently there will be ciders and whiskey as well but they’re really not my thing (at the moment) and perhaps an education will be required so if any one out there has the patience to teach me about them, get in touch.