Freedom to up brewing capacity

Freedom to up capacity

Freedom Brewery, the Staffordshire brewer, is aiming to increase production capacity up to five-fold by the end of next year in order to supply major pubcos with its craft lagers, managing director Tim Massey has told the Publican's Morning Advertiser sister title M&C Report.

The brewery at Abbots Bromley was taken over earlier this year, since which time sales have risen 50% year-on-year. Development work will double capacity by early 2014, and Massey said he believed there was even more scope for growth.

“So far the new business — all small multiples and individual outlets — has come to us and we haven’t had to do any prospecting,” he said. “But we are now in discussions with large groups. By the end of next year we want to be in a position where we can supply them.”

Massey believes the craft beer market in the UK has been misunderstood, and that there is potential to go for mass sales.

“The idea that craft beer is solely driven by London bars that constantly rotate brands bears no relation to our experience,” he said. “Only 40% of our sales are in London and more than 90% of our stockists do not rotate us.”

Massey revealed he has had approaches from retailers to open bars as a joint venture, “but at the moment we’re concentrating on producing beer”.

“We would like to buy a pub near the brewery, though, as somewhere for us to showcase our products.”