What have Kylie Jenner and Instagramers got to do with beer?
It turns out quite a lot. Brooklyn Brewery's Garrett Oliver spoke out recently attributing the phenomenal success of NEIPA (New England IPA) to its photogenics and ability to influence on Instagram. There's a new generation coming into beer, not just in brewing and bars but, in the crucially important work of communicating what a brewery and its beers are all about. Read on to hear from Shannon McFarlane on promoting Tempest Brewing Co and working with co-founder Annika Meiklejohn. A new generation of influencers
Shannon McFarlane is the person behind Tempest Brewing Co's marketing and branding. Her days are all about photography, marketing strategy, merchandising and, of course, sharing the spirit of the company on social media. The sense of community within the brewery is clear when she describes Annika, Tempest’s co-founder and director, as “the driving force behind the business side of the brewery.”
Is working in the beer industry different than what you thought it would be?
I didn’t have many expectations about the beer industry. I think the obvious expectation was that it might be difficult as a girl in an obviously male dominated field, but for the most part it’s not been an issue. The people you meet who work in breweries are some of the nicest, most passionate people you’ll ever come across.
Is this really the golden age of the Scottish beer?
I don’t think we’re necessarily in a golden age so much as we are on the cusp of one. The Scottish brewing industry is still fairly young, a lot of breweries are just now starting to have access to resources that’ll allow them to grow and make their mark on the world. We recently entered the RateBeer Top 100, and we’re only one of two breweries on there despite the masses of talent in Scotland!
What is the most exciting thing about the future of brewing in Scotland?
I think it really is just the passion and enthusiasm that people have for this industry. You’ve got not just the passion from the brewers and the people working day-to-day in the industry, but also this incredibly motivated, close-knit, excited community of people who drink the beer. That kind of excitement is so hard to find in other comparable industries.
Quick Beer Q&A
Fourteen years ago brewing and beer was very different. This was four years before Brewdog. Four years before Heineken acquired Scottish & Newcastle for £7 billion. Four years before "craft beer" even registered as a search term in Scotland.
Into this world stepped Jo Stewart, co-founder of Stewart Brewing.
Read on to hear from this pioneer of the Scottish craft beer scene in part four of our build up to the "Women in Brewing Beer Fair" on International Women's Day, 8th March. Pop along on the day to meet Jo and sample some Stewart's beer.
Pioneering spirit in the Scottish craft beer scene
With a background in environmental consultancy, events management and marketing Jo co-founded Stewart Brewing with husband Steve in 2004. The combination of Jo's talents and Steve's brewing skills proved a winning combination and it's a formula they are keen to support in a new generation with the annual "Natural Selection" competition where teams compete to brew and market a new beer.
Is working in the beer industry different than what you thought it would be?
You know I never really had any expectations and I am a ‘can do’ person who can get on with most people so I find it a great industry to work in. If it gets stressful I remind myself it’s only beer and should be fun!
Is this really the golden age of the Scottish beer?
It certainly feels like a special time for Scottish Beer. We have some of the best and most exciting craft breweries in the UK based here and we are producing some really exciting and attention-grabbing beers not to mention some great bars and festival to drink them at. The industry has certainly come a long way in the 14 years we have been brewing.
Quick Beer Q&A
Today more than ever people care about not just how their food is made but the people and stories behind it. Scotland’s burgeoning food markets and street food festivals are all about eating and drinking local. Amy Rankine takes things to a whole new level foraging ingredients for local brewers and her very own “wild confectionery.”
You can meet Amy and taste the fruits of her foraging at the Women in Brewing Beer Fair on Thursday 8th March. Read on to learn more about foraging and its role in today's craft beer scene. A walk on the wild side with foraged beer and confectionary
When not studying towards her MSc in Gastronomy at Queen Margaret's University, Amy can be found out in the woods with dog Ru, doing a rekkie for upcoming brewing collaborations and guided foraging walks. She's sourced ingredients for many local brewers including Campervan Brewery in Leith.
Is working in the beer industry different than what you thought it would be?
I’ve been always quite involved in the scene in general, my first degree was food science at Heriot-Watt University and we crossed over with the brewing undergrad, and through being involved with the Brewing Soc & speaking to breweries, I’ve been reasonably exposed for a good ten years or so.
Is this really a golden age of Scottish beer?
The industry growth and public interest at the moment give some breweries the chance to get the recognition they deserve as well as allowed for expansion and creation of new breweries. I’m not sure that we’ve reached peak beer yet but I’d certainly hope that it becomes well placed and continues to break down barriers.
What’s the current beer trend?
I recon pastry stouts still have a bit to run, a move to IPA or PA from DIPA but still with a whack of hops is about, and I’d expect to see more farmhouse and foraged in 2018.
Quick Beer Q&A
Over sixty Scottish breweries have launched in last six years. With so much excitement in the industry and International Women’s Day approaching, we’re shining a spotlight on the lassies leading the charge in Scottish brewing. What's more, you'll have the chance to meet and learn from all our featured women at the free "Women in Brewing Beer Fair" 6pm on Thursday, 8th March at Teviot Row House.
Traveling for the love of beer with The Wandering Hoptimist
Working with one of Scotland’s newest micro-breweries, Dani Mountain spends her days traveling to festivals, trade shows, distributors as well as local shops and pubs getting the word out about Cross Borders beer. As a freelance digital marketer she’s also responsible for building their brand on social media.
With the envy inducing nickname, The Wandering Hoptimist, and a job description to match, read on to hear Dani’s thoughts on Leeds, Lithuania, cheese and today’s Scottish brewing industry.
Is working in the beer industry different than what you thought it would be?
I knew more or less what I was getting into. A lot of smaller breweries may not understand the need for social media presence, for instance, or think they can just do it themselves, which is not always the case. It's certainly harder to prove your necessity sometimes but, lucky for me, the guys at Cross Borders appreciate and understand what it is that I bring to the team. My role has certainly changed in the past 15 months I've worked with them but it's the nature of the changing of the business as they grow. It certainly keeps things interesting!
Is this really the golden age of the Scottish beer?
Things are only just beginning for Scottish beer. At times, it's hard to understand how much of a difference there is between the beers south of the border and here but you can see people' perceptions are beginning to change. There is demand for Scottish styles and beers in export markets but I do hope more also gets to move within our own markets to build up that reputation and sense of pride with UK beer as a whole.
Quick Beer Q&A
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