Cains takes on brewing giants with cask lager
A local Liverpool brewery is poised to compete with the major lager brands
Most people's idea of a regional beer is a pint of frothy ale, but one brewer is looking to turn that notion on its head by taking on the big lager brands at their own game.
Liverpool's Robert Cain Brewery has launched a cask lager not unheard of in microbrewing circles, but unusual for a company of Cains' size.
And the company is claiming a first by using Maris Otter barley in a UK-brewed lager.
Joint MD Sudarghara Dusanj says it's all part of a plan to offer local licensees alternatives to any other brand a national brewer might offer them.
"We're planning to be brewers of fantastic beers," he says, "but that could be any style in the world. Up to now, the big regional brewers have sat back and said they're going to produce fantastic ale, but they're losing an opportunity in lager."
Dusanj is unfazed by the might of brands such as Stella Artois, Carling and Foster's.
"If you look at the bitter market, John Smith's and Boddingtons are both big brands, but it doesn't stop the regionals from having a bash at them."
Meanwhile, down the road in Manchester, Hydes is trying to breath new life into an old favourite Harp.
The regional has an exclusive brewing and distribution deal with brand owner Diageo. Marketing director David Safiruddin says: "It was originally brewed by a consortium of brewers and I think one of the problems was a lack of cohesion. But we're glad to be in a position of strength because it is a perceived national brand."
