Up for the match: Craft beer on and off the pitch

Guinness announced a few weeks ago that it was extending its current sponsorship of rugby’s Pro12 tournament for a further four years. The company clearly hopes that this new commitment will give it added exposure and convince people to stop referring to the tournament as the Magners League. This is a similar problem to rugby’s European Cup as people long associate it as the Heineken (or simply ‘H in France) Cup. The new Guinness tie-in follows an unsuccessful attempt to become title sponsors of the English Premier League. Carling has made a return as the official beer of type-flight football.

Of course these sponsorship arrangements are important sources of funding of sports. Breweries will try to snap up as many competitions as possible to keep them out of the hands of competitors but also to respond to a more imminent concern – a blanket ban on alcohol sponsorship of sports. It already happens in France for example. Now the Irish Government and others are expected to follow suit. This undoubtedly will cause problems for the likes of the IRFU and GAA.

One of many Dublin GAA themed ads from Five Lamps
One of many Dublin GAA themed ads from Five Lamps

In addition to the sponsorship money forked over, sponsors can be typically expected to pay anywhere up to 50% of the amount paid telling consumers that the sponsor said team, league or event. This can range from exclusive bars inside stadia, branding pubs, competitions, TV ads, instore promotions etc. However, they are particularly exposed on their flank to one particular threat – ambush marketing; other companies getting in on the game with little to no money down.

In the run-up to the All Ireland Football Championship, Five Lamps Brewery hosted a couple of GAA-themed events. Other breweries have released sports-themed beer names such as Western Herd’s Danger Here. Rascals Brewing Co.have had a few like Holy Schmidt Pale Ale and 13 Seconds. Such approaches fit in with a sector that sees itself in the midst of a revolution, trying to usurp control from the larger, macro breweries. Attention-seeking from the likes of BrewDog and others is key to a sector that has minimal money to spend on advertising.

Beer names have long been a popular tool to pay tribute to sports but even more importantly, they attract attention in and around major events
Beer names have long been a popular tool to pay tribute to sports but even more importantly, they attract attention in and around major events

Ambush marketing is perhaps a little too harsh a prism to view such actions. It’s not like infamous battles of Coke versus Pepsi or Addidas versus Nike to claim hearts and minds of consumers. Craft breweries are using other tactics to reach out to consumers through sport. Trouble Brewing has hosted craft beer nights in Dalymount Park. Kelly’s Mountain have been involved with their local GAA club.

Craft breweries are approaching sponsorship opportunities strategically. Sweetwater Brewery was launched by Rye River in Ireland the week of Boston College-Georgia Tech American Football game. As if that wasn’t enough, SweetWater was available draught at The Trinity Welcome Village at Trinity College Dublin, the official tailgating venue for the Aer Lingus Classic. Over in the west, Wild Bat brewery has collaborated with Oughterard RFC on a limited edition rugby jersey.

Wild Bat taking it one step further with this limited edition Oughterard RFC jersey
Wild Bat taking it one step further with this limited edition Oughterard RFC jersey

It seems that craft beer is prepared to take on the larger breweries head on in their traditional domain – sponsorship in marketing. However, they’re doing it in their own special way. Sure, what else would we expect from them.

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…