Managing director of the northern brewer and pubco William Lees-Jones told The Morning Advertiser (MA) at the launch of Professor Brian Cox’s beer, the future focus for the company would be very much on beer production.
Although Lees-Jones did not describe it as a focus shift he said, when looking at what’s going on in the pub trade, it is important that operators offer something that stands out, which the company’s brewing arm was.
Lees-Jones said: “We spent a lot of time looking at our company strategy and wanted to put the brewery at the heart of our business.
“If you only sell burgers and people stop eating burgers then you have got a problem.”
It was suggested in a board meeting that JW Lees focus on one of its biggest assets – its brewery – as part of its future plans, said Lees-Jones.
More interesting beers
Consumers want to drink more interesting beers these days and so it was important the brewery added to its portfolio, he said.
Some 13 beers will be produced from JW Lees’s new Boiler House experimental brewery each year as guest brews on top of its portfolio of six.
Just one of those beers will remain as a seasonal brew, said Lees-Jones.
Meanwhile, the brewer recently partnered with physicist and broadcaster Professor Brian Cox to produce 3.9% ABV amber ale called Cosmic Brew.
This is the first endorsement Cox has committed to in his career, despite being asked by various companies to do so.
The professor played a significant role in the creation of the beer, which contains Admiral, Cascade and Jester hops, as well as all British malt.
The brew, made by JW Lees and Cox, was unveiled today (25 September).
Working with JW Lees
One of the main deciding factors in working with JW Lees was the fact Cox grew up in town of Oldham, where the brewery is based.
He told MA: “I had an afternoon in the brewery with Michael Lees-Jones (JW Lees head brewer) who showed me different examples of the beers and the processes at the brewery.”
Cox will be embarking on a world tour of his astrophysics show this year and will be taking the beer with him, making him one of the first in his field to take his own brew on tour with him.
“Growing up in Oldham, walking distance from the brewery, JW Lees is a name I’ve always known," he added.
“So, to work with them, to experiment with different beers, to uncover the secrets and science of brewing and launch Cosmic Brew has been a great experience.
“I also wanted to put something back into Oldham – to collaborate with a successful local industry to make something worthwhile.”