What Would YOU Do To Promote Your Brewery?

"Someone might point out the hygiene risk" said Ann "this is a food production facility"

"Yeah, OK, I can see your point" I was stood in the brewery with nothing on but a pair of boots "But in reality it would still take some effort to swing it so it touches anything important"

Ann looked down, it was quite cold "You're right" - she could see my point too.

We were discussing the pros and cons of our idea to raise a little bit of PR noise. My last post was a little negative, although it realistically details the current situation. We need to give ourselves a bit of a cash injection.

I could try to sell my body to raise a bit more money, but I suspect I'd probably make more money selling beer. As my children have all grown up and lead fairly independent lives it is too late to sell them. I need to consider doing whatever it takes to be able to buy more hops and malt. Ann was taking pictures of me naked with very little to cover any embarrassment. The whole situation being made somewhat harder by Ann reacting to my state of undress.

We need to raise the profile of Hardknott so that more people get to know about us and so buy more of our stunning beer. It is essential, to make enough noise to be noticed from our corner of Cumbria, to do things a bit more radical. This almost always causes some back-lash. The only way to mitigate this is to grow a bigger pair, swallow the criticism and be happy that profile raising has happened. After all, we might be Hardknott, but we're not soft.

It is therefore my intention to start to push out again with some risqué PR campaigns, which will undoubtedly upset some people, and likely put myself up for ridicule. However, I am determined to make the world realise that we do make great beer.

Charles Faram recently sent out some nice branded clocks. They asked brewers to take pictures of their clocks and submit them as ClockShots. Immediately the Fnar Fnar alarm sounded in my head. I simply had to get around to submitting my own version. It turned out that plucking up the courage to actually take my clothes off, get Ann to take the picture and then to submit it somewhat more troublesome.

And here it is. Obviously I'm scared that this is going to go viral, but then, that's what we need. Perhaps family and friends will be embarrassed. I think those closest to me, who know what we've fought for, and are still fighting to achieve will understand and I hope be supportive. So please, talk about that bonkers brewer at Hardknott. Perhaps you think I'm crazy, perhaps you think it's a step too far, perhaps you think 50 year old men shouldn't be posting pictures of their naked bodies on the internet. Whatever, retweet, share and comment. Call me what you want, because I can take it. Just buy my beer. If you don't, next time there will be no clock.

Having now done this, I am throwing down the gauntlet to other brewers. Who dares to do the same? Perhaps we should make a nude brewers calendar in aid of some charity or other? Who's up for it? After all, if a group of WI women can do it, why not a bunch of brewers? Calendar Brewers anyone?

Hoppilicious

Part 1 in a series (possibly, if I can be bothered with the others)

Don't know variety, but they look nice.

"You know Dave, most people think the way you brew consistent beer is to do the same thing every time" said John Keeling, brewing director at Fullers "Marketing departments don't understand that" The comment was during a discussion we were having on one of my visits to his brewery in Chiswick. It is one of those specific things that has stuck in my mind.

That very general comment can be applied to many areas of brewing. Yeast management, grist formulation, fermentation control, but most specifically to hops.

Hops, they are very important to brewing. OK, it's possible to brew beer without them, but in reality very few beers that are brewed without hops have any sort of real commercial future. Us brewers depend upon them for our existence. Right about now there are hop farms all over the northern hemisphere harvesting hops, kilning them and sending them off to market.

A dwarf variety - easier to harvest but less yield

Scott and I went down to Worcestershire last week to take a look at a hop farm during harvest, Stocks farm to be precise, owned by Richard and Ali Capper. It is alleged that Richard is the tallest hop grower in the world, nevertheless, he still fails to be able to get to the top of the tall varieties without as ladder.

The event is well known by brewing types as the "Hop Walk" and is run by that well established and jolly nice purveyor of hops, Charles Faram. We buy most of our hops from these people, and they provide excellent service. If nothing else the Hop Walk is a great chance for a free feed, a catch up with brewing friends and a look around a somewhat picturesque farm close to The Malvern Hills. We are generally told some salient points regarding the hop harvest and the likely yields that might occur.

Faram's run a seminar the day before the hop walk giving some really useful insights into the hop industry. Peter Darby, who leads much of the development of new hop varieties in the UK, gave a fascinating talk on hop damage, and the impact of various effects that cause hops to turn brown. It seems that there is something of a misnomer that suggests that any hop cone that is not very green is somehow inferior. Peter fairly clearly states that often brown hops are not a problem, and on occasions can even be good.

Sorry, this image was "borrowed" from Wikipedia.
https://en.wikipedia.org/wiki/Hops

You see, put basically, the majority of the compounds we want are contained in the Lupulin Glands, which are protected by the bract. Provided these glands are not damaged, things are generally OK. If browning of the cone is due to senescence, it might actually be good as some beneficial compounds can develop as the cone ages. However, mostly this isn't allowed to happen as the cones become friable and difficult to harvest. Mostly browning on the outside is due to physical damage, hail, wind etc. That's all OK. Light is always¹ bad for harvested hops, so if the cones have been left in the light after harvest they can quickly develop unpleasant flavours.

Evolution is a thing that fascinates me. I ponder from time to time the evolutionary purpose of things we humans use for our own end. Much plant matter we eat has nutrients and energy stored which has the original evolutionary purpose for the propagation that the species as an energy store for the next generation. Fruit is more complicated in that it's purpose is often as a temptation for animals to consume the fruit and spread the seeds further, often through excrement. But why on earth does the hop plant produce lupulin glands in it's flowers? The pungent and bitter flavours tend to repel if anything. Only the hardiest of creatures get into the hop cone, and then they pretty much spell disaster for the plant and subsequent growth on the same plot. They can't be a food store for baby hop plants.

I was pleased when one delegate to the conference asked Peter that very question. What is the biological reason for the lupulin gland? Apparently it is to protect the seed once it is shed from the plant. The gland protects physically and it's antibacterial properties, which helps preserve beer, also helps protect the hop seed from attack prior to germination.

We don't know what variety this is, either

The announcements of the hop harvest estimates are a major part of the hop seminar and hop walk days. A good bit of detail was given, and I'm still working my way through figures I've gleaned. The good news is that in response to the craft beer thing, most countries have increased the area of wirework²

However, what seems to be the case is that central Europe has been very badly hit by drought. Saaz hop variety for instance could be hit very badly indeed. Bad news if you rely on that for some sort on light lager style beer. Various other varieties from Germany, Czech Republic etc could be very hard hit.

So, that's OK for us, isn't it? We don't depend on that variety. For that matter we are not very dependant on much from central Europe. But hang on, what about any knock on effect? Clearly general hop shortages are going to impact across the board as substitutions are made.

Tall variety - more difficult to maintain but twice the yield
We think the rows on the left are first year

But it gets worse. It seems that although the American hop industry have increased wirework and planted out greater areas, they have not been immune from the impact of the well publicised droughts over the West Coast. We hear the aroma varieties like Centennial, Willamette and Simcoe are down significantly. Moreover, for those really fanatic about Simcoe, the yield per hectare year-on-year is said to be falling. What we are not sure is if this is due to old root stock or reduced disease resistance as a result of genetic mutation of the infestations. This does demonstrate the very important role hop breading programs, which I'll explain in another post.

I am told that as the harvest is coming in there are some surprises that makes it likely that things might not be quite so bad as we previously expected. When I was at the hop walk they were 10 days into the harvest. It's a week later already, so it's fast moving. None-the-less, I'm more than a little worried about our continued supply of economic hops. We are also told that due to significant investment in the American hop grows farms they are demanding higher prices for hops. We already spend an eye watering amount on hops.

Cool depth of field - but we don't know what these are either

I think it is essential for breweries to do two major things to overcome not only this years crop shortages, but variability of crops in future. The first and most important is to contract with a hop merchant. OK, that can be tricky if you are too small to reach the threshold required to be permitted to contract. However, Faram assure me that they will accommodate small volumes on a less formal basis to ensure breweries can source hops. It helps the hop merchant too, knowing what everyone is likely to use. The last two years we've been late at getting our commitment in, and this has caused us trouble. If you haven't got a contract in place for 2015 northern hemisphere hops you might be in trouble. Start working on your southern hemisphere contract now, would be my advice.

But the other major thing, in my mind, is to remain flexible with beer recipe formulation. Going back to John Keeling's point, even if you can get a solid supply of the hop you need, year after year, it's characteristics will vary depending on the growing conditions. Even on the farm, leaving the hop a day or two longer before harvest with some varieties can change the alpha acid and aroma oils significantly. Weather, machine malfunction and many other factors can influence the harvest, not forgetting human judgement.

See, told you it was picturesque

We are often asked about the hops that go into our beers. It's good that beer drinkers are interested. However, Azimuth for instance, currently has about 9 different varieties of hop due to our constant striving to improve the beer and also due to some shortages we have encountered.

We want to make absolutely stunning beer. We will do what it takes to make that stunning beer, and if that means changing the ratios of hops in a beer, or even substituting or augmenting varieties then we will do so, and regularly do.

I expect my next post will talk about the Charles Faram hop breading breeding program.

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¹Always? Well, that can't be true, they grow outdoors, where the sun shines. Sometimes even in the UK.  No, I can only assume a live hop plant constantly repairs damage caused by light on its hop cones.

²Hops grow on wires which are held up by a fairly simple post arrangement. I say simple, when you see the expanse of wirework even on a fairly small hop yard you can appreciate the work and investment that is put in by the farmer.

Hops and Craft Brewing

There seems to be a lot of fuss about keg beer at the moment. Some think it's great and others don't. Some think that cask is the only good beer and some think that some cask is good and some keg is good. Most of these people tend to agree that some beer really isn't good.

Generally most beer that finds favour with progressive beer enthusiasts use progressive hopping. Often using hops that come all the way from a place called America. The problem is, these hops are only harvested in Autumn and often aren't available until perhaps December. Of course there are places over here in the UK where the hops are stored and people like us buy them from time to time, but if they run out we have to wait until December to get them.

They just ran out.

Today Ann tried to order hops. "There is some good news" she reported back to me, with the hint in her voice that I should brace for the inevitable bad news. "Faram's are saying that their trade is up 50% this year, more people are brewing more progressive beer with more hops"

Coooool, I thought. "But?"

"They've run out of Willamette, Centennial, Citra and Amarillo"

"Buggery"

So, while you lot have been worrying about who might or might not like extraneous CO2, the biggest threat to craft brewing just happened. If you are a brewer, have products that use these hops and haven't forward bought you might have problems.

However, the New Zealand harvest is in next week, so it's not all lost.