Nov 13, 2009
Popularity of microbreweries set to increaseBack
Africa|Bosun|Sustainable|Africa|South Africa|United Kingdom|United States|Mitchell’s Brewery|Advertising Budgets|Equipment|Products|Transport|Lauren Henderson|Raven Stout
© Reuse this
Mitchell’s brand manager Lauren Henderson says that being a microbrewery in a market dominated by beer brewer SAB Miller is not an easy task. However, there has been a significant increase in the number of microbreweries in the US, as well as being an established trend in the UK, which gives Mitchell’s hope that this trend will catch on in South Africa, and that microbreweries will become a sustainable business locally in the near future.
“It is difficult to convince restaurants and bars to stock our product, as there is not so much of a consumer-driven demand for smaller breweries’ products. We do not have the big advertising budgets of some of the larger companies, so we rely on word of mouth and relationships to keep our brand alive,” she says.
However, Henderson believes that the take-home market is becoming increasingly important across the board for alcohol sales owing to factors such as the recession and stricter drinking and driving laws in the country.
“It is, therefore, invaluable to be able to offer the public draught beer for sale in bottle stores, as well as the opportunity to collect a keg and take it home with the necessary equipment needed to pour the beer at home,” she points out.
Mitchell’s Brewery aims to supply a portion of the South African market with a 100% natural draught beer that is neither filtered nor pasteurised.
Henderson says that the fact that the beer is not tampered with in any way is what makes Mitchell’s beer unique.
“We do not brew to specific gravity, or add any chemicals to our beer. We do not carbonate our beers, rather relying on the natural bubble that forms during the brewing process to give it its fine fizz. Our beer is not filtered or pasteurised, making it a live product,” she explains.
The company manufactures six different draught beers. Forester’s is Mitchell’s flagship brand and the most popular, being a lager-type beer.
“We also brew a Bosun’s bitter, a 90 Shilling ale, Raven Stout, Old Wobbly, which contain 11% alcohol, and a Milk & Honey speciality brew,” she adds.
The brewery is actively pursuing the possibility of exporting its beer, particularly to the west of Africa. Henderson notes that Mitchell’s faces challenges with shelf life owing to the beer being unpasteurised, but says that this is easily overcome with the use of refrigerated containers for the transport of the draught beer.
Edited by: Brindaveni Naidoo© Reuse this Comment Guidelines (150 word limit)
Other Brewery and Winery News
Hotel group Tsogo Sun spent just under R3.2-million at two wine auctions this year, namely the Nederburg and Cape Winemakers Guild auctions, highlighting its commitment to offering guests at its hotels an exceptional quality food and beverage experience. The group...
Recent Research Reports
Construction 2015: A review of South Africa’s construction sector (PDF Report)
Creamer Media’s Construction 2015 Report examines South Africa’s construction industry over the past 12 months. The report provides insight into the business environment; the key participants in the sector; local construction demand; geographic diversification;...
Liquid Fuels 2014 - A review of South Africa's Liquid Fuels sector (PDF Report)
Creamer Media’s Liquid Fuels 2014 Report examines these issues, focusing on the business environment, oil and gas exploration, the country’s feedstock supplies, the development of South Africa’s biofuels industry, fuel pricing, competition in the sector, the...
Water 2014: A review of South Africa's water sector (PDF Report)
Creamer Media’s Water 2014 report considers the aforementioned issues, not only in the South African context, but also in the African and global context, and examines the issues of water and sanitation, water quality and the demand for water, among others.
Defence 2014: A review of South Africa's defence industry (PDF Report)
Creamer Media’s Defence 2014 report examines South Africa’s defence industry, with particular focus on the key participants in the sector, the innovations that have come out of the sector, local and export demand, South Africa’s controversial multibillion-rand...
Road and Rail 2014: A review of South Africa's road and rail infrastructure (PDF report)
Creamer Media’s Road and Rail 2014 report examines South Africa’s road and rail transport system, with particular focus on the size and state of the country’s road and rail network, the funding and maintenance of these respective networks, and the push to move road...
Real Economy Year Book 2014 (PDF Report)
This edition drills down into the performance and outlook for a variety of sectors, including automotive, construction, electricity, transport, steel, water, coal, gold, iron-ore and platinum.
This Week's Magazine
The international Square Kilometre Array (SKA) radio telescope – which is to be jointly hosted by South Africa and Australia with, later, outstations in other countries – may not yet exist, but international scientific working groups are already deciding what...
A free Web-based solar power plant capacity-planning tool offers project planners and developers, as well as governments, a means to assess the solar energy potential of thin-film solar PV power over an area of land. The tool was developed by thin-film solar...
As yet, no specific methodology, timeline or costs have been finalised to remedy the water ingress, excessive to contractual specifications, into the Gautrain tunnel between emergency shaft two (E2) and Park Station, says Bombela Concession Company technical and...
The “seriously disruptive” electricity outages in South Africa have cost packaging group Astrapak more than R2-million in “irrecoverable downtime costs”, the company said on Monday, adding that the power cuts were negating some of the benefit of energy saving...
Bakkies and more affordable cars dominated South Africa’s new vehicle market in 2014. Unaudited data from the Department of Trade and Industry (DTI) shows that South Africa’s most popular vehicle in 2014 was the Toyota Hilux, selling 37 562 units.
Next ArticleResponding to climate change