The Spanish brewer began working with Northern Monk last year to distribute its flagship brews, including Faith and A Little Faith, across Damm’s UK on-trade network.
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Around 16% of Northern Monk’s products are currently sold via on-trade channels, but newly appointed CEO Damian Guha and co-founder Russell Bissett said this could rise to around 20% in the coming months as the deal opens access to more venues nationwide.
Speaking to The Morning Advertiser (The MA), Bisset said pubs were central to the company’s future ambitions.
“We are deeply ambitious,” he continued. “We love the pub first and foremost and it is a big part of our plans.”
“We want to continue our quest to make the best beer we possibly can and feel there’s quite a journey to go in on-trade, not in terms of the quality, but in bringing that experience to more people than ever before.”
While the brand has seen strong success in the off-trade, Guha - who joined the company in May - highlighted the link between pub experiences and retail sales.
“85% of off-trade purchases are influenced by recent on-trade beer experiences. It shows that you can’t think about the channels in isolation because they influence each other,” he said.
Next phase of growth
Having already established a strong pipeline of on-trade listings in the north of England, most notably in its heartland, the brand has its sights set on London and the south-east for its next growth phase.
Guha added despite limited brand marketing in the capital, rate of sale for Northern Monk in the London pubs where it is already pouring has been strong.
However, having teamed up with a major distribution partner, both Bisset and Guha assured Northern Monk’s independent identity would remain unchanged.
“This is a pure distribution contract,” Bisset told The MA.
“All of the brand work, all of the recipes and everything that’s at the heart of Northern Monk remains in Leeds at the production facility and at the heart of the business.”
Guha also argued Northern Monk’s strong sense of place would not limit its appeal elsewhere in the UK.
“The brand is very anchored in place, but that doesn’t mean it only resonates with people from that place,” he said.
“Yorkshire Tea is one of the best-selling brands of tea in London and the south-east because it resonates, and I think that’s very true for Northern Monk as well.”
“That relationship between pubs and independent brewers is so important.”
Russell Bissett, co-founder, Northern Monk
In addition, both executives stressed expansion would not come at the expense of quality.
“We want to grow in the right way and not just go hell for leather at the expense of what’s made us successful so far, which is the quality and consistency of our products and a focus on the on the beer experience.
“If we’re thinking about moving into the on-trade, it’s not about serving the cheapest pint. It’s about delivering the best beer experience that people will remember,” Guha said.
This comes as experience-led occasions and quality-over-quantity drinking continue to shape consumer decisions in pubs as they continue to battle the cost-of-living crisis.
At the same time, pubs remain under pressure from rising costs across the board.
Bisset told The MA stocking independent brewers such as Northern Monk can help support pub performance. However, route-to-market challenges remain a key industry concern.
The latest Independent Beer Report from the Society of Independent Brewers & Associates (SIBA) found access to pubs continues to be a major barrier to growth despite sustained consumer demand for independent beer.
“That relationship between pubs and independent brewers is so important,” Bisset said.
Whole experience
“More often than not, the most successful pubs are the ones that have a really strong connection to the local independent brewing scene.”
The pair also spoke about the importance of suppliers supporting pubs to maximise the drinking experience and create those memorable moments.
Guha said Northern Monk works closely with venues to ensure customers receive a memorable experience, providing support ranging from branded glassware to point-of-sale material.
“When we’re working with an on-trade venue, it’s not just about the beer. It’s about the whole experience for drinkers,” he said.
Bisset also argued creating those memorable moments is becoming increasingly important as consumers look for experiences that justify a visit to the pub.
“Storytelling, quality and value are what the pub has over any other kind of drinking establishment really,” he said.
While Northern Monk has ambitious plans for growth, both executives said long-term success would ultimately depend on the health of the pub sector.
For the brewer, strengthening ties between independent producers and operators, alongside delivering memorable drinkers’ experiences, will be just as important as securing additional distribution.
