London 2012 Olympics: Breweries report mixed sales but deliveries going well

By The Publican's Morning Advertiser Team

30-Jul-2012 - Last updated on 01-Aug-2012 at 13:47 GMT

Brewers have had mixed sales in the lead-up to the Olympics — although early indications were that there have been no problems with night-time deliveries.

Camden Town Brewery noted that it had a few big orders in the weeks leading up to the Olympics, suggesting that licensees had been stocking up.

Mark Dredge, communications manager, said that the brewery has not yet had to utilise its night-shift drivers.
He said: “There is a lot more traffic on the roads but on Friday, there was nothing. We just don’t know [how the roads will be].”

Greenwich-based Meantime Brewery set a new record for sales last week but said that the “jury is still out” on what impact the Olympics will have. Marketing director Richard Myers said: “We had a record week last week in terms of sales out but whether that was down to the Olympic Games or the fact that the sun shone remains to be seen.”

Surrey Hills Brewery in Dorking sold 2,500 pints of its beer to cycling enthusiasts through a pop-up bar on Saturday as the men’s road race passed right by its doors.

Ross Hunter, founder of Surrey Hills Brewery, said: “We had to take on some extra staff so we’re not sure what the financial benefit will be, but it was great for our publicity.”

However, Evin O’Riordain of Kernel Brewery in east London said that although he is busier as a result of moving to larger premises, sales have been quieter over the past few weeks. “We are only two days in but there has been nothing noticeable in terms of extra sales,” said Riordain. He added that he’d had no problems with deliveries so far.

While Carlsberg has reported a rise in production volumes over the past two weeks to meet demand. Carlsberg was up 6.8%, with San Miguel up 24%, Tuborg up 11% and Mahou 11%.

Brewery Logistics Group chairman Mike Bracey said brewers have not had to deliver more beer than usual. He said one member delivered just nine tonnes of beer to 12 venues, but believes this could be down to pubs stocking up before the Games.

Bracey said: “This is slightly worrying because everyone has been talking about how much money we’re going to make. I do hope it picks up — the brewers will want to get something out of this, especially to cover the costs for night workers.”

So far, deliveries are going “extremely well”. “Night work appears to have gone quite well,” said Bracey.