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
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.
Real Economy Insight: Automotive 2014 (PDF Report)
This four-page brief covers key developments in the automotive industry over the past 12 months, including an overview of South Africa’s automotive market, trade figures, production and the policies influencing the sector.
This Week's Magazine
South Africa remains an important manufacturing and export platform for Ford Motor Company, says executive chairperson Bill Ford. However, he adds that other countries on the continent are “becoming interesting”, and that the US carmaker is casting its net wider for...
Germany’s Max-Planck-Society (MPG) and the Max-Planck-Institute for Radio Astronomy (MPlfR) are investing €11-million (about R150-million) into South Africa’s MeerKAT radio telescope array programme. The money will be used to design, build and install S-band radio...
Infrastructure spend in sub-Saharan Africa will grow from $70-billion in 2013 to $180-billion by 2025, says PwC capital projects and infrastructure Africa leader Jonathan Cawood. This is one of the findings of PwC’s Capital Projects & Infrastructure report on East...
Private-owned defence and aerospace manufacturer Paramount Group and the Ichikowitz Family Foundation unveiled its Anti-Poaching Skills and K9 Training Academy in Magaliesburg last month.
The inclusion of Bluetooth to provide sub-three meter accuracy and heightened functionality for users is one of the ways to change existing wireless networks into engagement networks. An engagement network differs from common wireless networks in that it enables the...
Next ArticleResponding to climate change