Nov 13, 2009
Popularity of microbreweries set to increaseBack
Africa|Bosun|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
Recent Research Reports
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.
Real Economy Insight: Construction 2014 (PDF Report)
This five-page brief covers key developments in the construction industry over the past 12 months. It provides an overview of the sector and includes details of employment in the sector, infrastructure and municipal spending, as well as insight into companies’...
Real Economy Insight: Electricity 2014 (PDF Report)
This five-page brief covers key developments in the electricity industry over the past 12 months, including details of State-owned power utility Eskom’s generation activities, funding and tariffs, independent power producers and prospects for the sector.
This Week's Magazine
In the next 20 years, it was expected that, in Africa, more people would live in cities and towns than in rural areas, United Nations Habitat executive director Dr Aisa Kirabo Kacyira said at the Human Settlements Indaba that took place earlier this month in...
Tough-talking Human Settlements Minister Lindiwe Sisulu has committed government to building 1.5-million low-cost houses over the next five years, telling the Human Settlements Indaba in Johannesburg on Wednesday that the State would achieve this target through the...
Over the past 20 years there has been persistent concern about deindustrialisation in South Africa, as well as the fact that locally produced manufactured products have been increasingly displaced by imports.
Financial agreement for Ghanian independent power producer (IPP) Cenpower Generation Company’s $900-million, 350 MW combined-cycle gas-turbine power plant was finalised earlier this month, paving the way for the project’s construction to begin before 2015 in Tema,...
The revenue implications for South Africa of ‘base erosion and profit shifting’ by corporate taxpayers are firmly in the crosshairs of the Davis Tax Committee (DTC) and Judge Dennis Davis hinted last week that recommendations were being considered to “detect and...
Next ArticleResponding to climate change