Founder and CEO of the London-based brewer Jasper Cuppaidge told MA that tie-ups with brewers in ABI’s Agora Project – a knowledge-sharing group – would definitely happen.
Although Cuppaidge could not say which brewers would be involved, he repeatedly mentioned a desire to partner with Goose Island in Chicago and Golden Road in Los Angeles.
In an interview, due to appear in the 27 February issue of MA, the founder said: “We’re always talking about it (tie-ups), but the only reason we haven’t done it recently is because we’ve got our heads down to create the new brewery."
Also open to smaller collaborations
He continued: “Definitely, though, we will be doing collaborations,” he confirmed. “I can’t say who we have on the cards at the moment this year, but there are definitely a couple – be that Goose Island or Golden Road – but there are definitely some coming up.”
The collaborations will be the first in Camden’s new Enfield brewery, which is set to launch in April.
As well looking to partner with other ABI brands, Cuppaidge is open to working with smaller London brewers, which has not happened since ABI’s c£85m takeover in December 2015.
He said: “We’re part of the London Brewers Association and there is something like 90-odd brewers in that, so we would love to do something here [in London]."
‘Loads of London brewers’
Cuppaidge added: “We collaborated with loads of London brewers on the [craft] scene when we first started out. We haven’t changed and would like to do that again.”
Just months before the ABI buyout, Camden raised more than £1.5m through crowdfunding to help build a new brewery because the original Kentish Town site had become too small.
Following the buyout, Camden relaunched its brand with new packaging, website design and an advertising campaign.
The new design, aimed to educate drinkers in an engaging and informative way, with playful illustrations in keeping with Camden’s brand tone.