Marketing and Real Ale
The growing popularity of real ale highlights the value of a fundamentally good concept. Despite immense pressure from global brands and massive corporations, real ale has survived and is indeed thriving. Lifestyle trends, product quality and market influences have all contributed to its continuing success.
Friday 2nd December The Hop finally opened its doors to the people of Sheffield, and what an opening night it was! I was one of the lucky few to attend the launch party the previous night and here’s a quick review…
The Hop is a Real Ale bar with a twist, the brainchild of Jamie Lawson director of Ossett Brewery, Mike Heaton drummer from Yorkshire Indie band Embrace and ex-Virgin Japan MD Mike Inman.
If a real ale establishment conjures up images of an ‘old man’s pub’ complete with a token smelly dog sulking in a corner, then think again! Set over two levels the Hop has been designed to reflect a contemporary, spacious and yet cosy feel, with a mixture of exposed brickwork and cool images – check out the old videotapes pictured on the wall next to the upstairs bar.
The stage on the ground floor will play host to bands performing Classic Rock, Soul, Blues, Funk, Metal and of course Indie music. Open mic sessions will provide new artists the opportunity to showcase their talent to crowds of discerning Sheffielders.
The Hop serves a range of real ales from the Ossett brewery and guest ales as well as an impressive selection of lagers, wines and spirits from around the world. Stuck for choice? Ask the experienced and friendly bar staff to recommend something and ‘try before you buy’. I’m no conoisseur but I thoroughly enjoyed supping on the Excelsior, a strong pale ale, and the Yorkshire Blonde (I couldn’t resist!), a fruity lager-style beer.
So can real ale successfully cross over into the mainstream? The concept certainly has legs with the growing popularity of real ale festivals and books, and of course breweries as popular venues to host business conferences with the added benefit of the traditional brewery tour. Lets just hope the micro-breweries continue to flourish along with their ability to produce great quality products that serve specialist local needs, something the big corporations struggle to offer.
Good post. Thought I’d weigh in as it’s something that’s been discussed in our studio many times.
In my opinion it seems almost all of the real ale brands are living in the past, or clinging on to the concept of middle England. They always come across as the drink for the middle class white man. And lets face it, that’s how 99% of real ale breweries do market themselves – whether they mean to or not.
We now live in a multi-cultural England, and the stereotypical real ale drinker shares his world and his pub with people from diverse cultures and backgrounds of all ages… AND women! Yes, what about women?
I guess I’m trying to say it all seems very cosy and parochial. The brand communications on offer today are for people like them, by them. And it’s a shame, because it’s possible for these brands to cross-over and engage a younger and more diverse audience without alienating their current client-base.
Just sayin’…
Paul
Thanks for the post, some interesting and valid comments. I would tend to agree with you that women are not generally considered as real ale consumers and yet I think this is definitely a missed opportunity by the breweries.
I do love the brand that Thornbridge has created as I think it is a lot more contemporary than your average real ale brewery, which is backed up by their commitment to engage with their consumers via Facebook and Twitter etc. The Hop in Sheffield is also a good example of a brewery trying to bring real ale into the 21st century and it seems that real ale is becoming increasingly popular with students due to its cheapness relative to the big brand lagers.
Will be interesting to see what happens in the world of real ale over the next few years…