Local on-trade partnerships can stimulate ‘accelerated growth’ amid pandemic recovery

Founded in 2016 by Tiner above South Devon’s Salcombe Estuary, the brewer behind the likes of Devon Amber, Shingle Bay and Seahorse announced the expansion of its collaboration with Plymouth Harbour restaurant Rockfish in April to coincide with the resumption of outdoor trade as part of the Government’s post-lockdown roadmap. 

The launch of a new bar and dining area under cover on the restaurant’s terrace followed a major investment by Salcombe in its brewing and packaging facilities at a new site as the regional beer maker seeks to expand both its on and off trade reach further beyond the southwest.

“I think that brand will travel very well,” Tiner tells The Morning Advertiser (MA)​. “I think the next step for us is to push more into the rest of the UK market. 

“At the moment we have some national accounts, but the volumes are not great and I think I would like to be able to push a bit more nationally without in any way diluting our presence locally.”

More collaboration

With the southwest historically something of a spiritual home for beer and cider making, as well as boasting a unique culinary scene, Tiner adds that he’s witnessed local businesses dovetail to deliver an all-compassing experience to visitors.

"We have, I think, worked with at least four or five other very well regarded – very busy – local businesses like the Agricultural Inn, just north of Exeter and No.5 Restaurant in Exeter Cathedral churchyard,” he explains. 

“I think this is where we are happy to invest in a in a relationship over a period of years in exchange for us working together on being an exclusive or near exclusive provider of product.

“I think that combination works really nicely where the brands are aligned and that's what we feel about organisations like Rockfish, the Agricultural, and No.5 is our brands are so well aligned,” he adds. “So we'll do a lot of joint events, joint marketing, basically taking the whole package to the public so they can enjoy a bit of everything.  

“I think there is going to be more of that, and we are we are certainly – from our point of view – very interested to pursue those sorts of opportunities.”

Enable accelerated growth

Reflecting on the importance of businesses joining forces with local partners as the UK bounces back from the effects of Covid-19, Tiner forecasts that “very strong” speed of recovery and GDP growth will stimulate more mutually beneficial collaborations between like-minded on-trade businesses.  

“It will enable those partners to be able to accelerate the growth of their businesses in light of the pandemic, and to be able to present a united offering to a particular group of customers based on a fundamental agreement over a period of years,” he explains. 

“I think that will create, longevity and that it'll create consistency, growth and I think that's all really good for the UK economy. So we will, for our part, definitely like to do that, but I think again brand alignment is really important.” 

Tiner adds that he deems being on the same page about product quality, target consumers, the overall experience and core values are the bedrock of a successful partnership in the current climate.

“Fundamental to our Rockfish relationship is around nature,” he says. “Rockfish sources its fish from the sea every day, and it comes straight off the trawler in Brixham and straight into the restaurants and we really like the push towards as much of a clean environment as possible. 

“We're trying to do our own bit by using our own water from under the brewery – we've just got rid of all pack or plastic in our packaging, so we've switched entirely to renewable cardboard. 

“I think the brand alignment is the most important thing and I think we've got some very good examples of that down in this part of the country.”