Exclusive: UK brewers could learn from US microbrewers

UK brewers should consider stealing ideas from US microbrewers, youngest winner of the Beer Writer of the Year award Ben McFarland and drinks writer Tom Sandham told delegates at last week's SIBA conference.

The pair who wrote the Campaign for Real Ale's (CAMRA's) the Good Beer Guide West Coast USA told how Prohibition wiped the slate clean for Americans to innovate with

craft beers.

Sandham said: "This meant they could really innovate and start from scratch. Stouts, porters and barrel-aged beers are regular features.

"They innovate with watermelon and wheat beers, vanilla and vanilla stouts. They are trying to push the boundaries."

The market for microbreweries is huge as even strip clubs can offer up to 100 beers. McFarland added: "Even vintage stores selling second-hand stores have beer on offer. It is interwoven with counter culture.

"If you are at university in Seattle you know what a porter is. It is very much part of the trendy culture."

Sandham advised that the brewpub culture is huge and the UK pub market should consider this as a potential option.

"We don't have a brewpub proposition since the Firkin chain, although I know people are considering it.

"It is an opportunity for brewers to get their beer in front of consumers fresh and test the market, adapt their brews and find out what people like."

Another trend that works well in the US is that brewers are immersed in the local community and always open to customers.

McFarland added: "People treat the tap room and tasting room at the breweries as a bar. They have things in the US called Growlers, which are two to three pint glass jars.

"A lot people on the way home from work would stop off at the brewery and fill up a growler for a few dollars, have a chat maybe, have a beer, and drive off.

"It is a really good way to get people to taste the beer and get it into people's homes without having to go through a retail route."

Marketing and merchandising from these brewers is also innovative and forward-thinking.

McFarland said: "Look at me, I am not a trendy guy but the clobber they are selling is really good.

"They have hoodies, hats, they have even got underwear. They have got things that are relevant to people who are drinking their beer and not something the brewer would want to wear.

"These are the things that we liked as 30-something beer drinkers. If I was opening a brewery or a pub I would want to steal the ideas."