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
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...
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.
Real Economy Insight: Road and Rail 2014 (PDF Report)
This six-page brief covers key developments in the road and rail industries over the past 12 months, including details of South Africa’s road and rail network and prospects for both sectors.
This Week's Magazine
South African State-owned defence industrial group Denel has announced its fourth consecutive year of profits. The group's results for the financial year 2013/2014 were recently announced at its head office in Centurion, south of Pretoria. Revenues grew by 17%, net...
There is little opportunity for JSE-listed infrastructure company Group Five to grow shareholder value in the domestic market, says CEO Mike Upton. He says value can still be found in the private sector, in the renewable and industrial power sector, as well as in...
The National Association of Automobile Manufacturers of South Africa (Naamsa) has announced the event dates of the 2015 Johannesburg International Motor Show (JIMS). The event will take place from October 14 to October 25, 2015, at the Johannesburg Expo Centre, Nasrec.
UK engineering support services provider Babcock is set to deliver the largest order of global truck manufacturer DAF’s truck tractors in Southern Africa to bulk carrier road-based logistics company Ngululu Bulk Carriers (NBC), with 133 trucks to be delivered in...
Digital radio communications in the African local government space can open up the world, but have many challenges to overcome, notes integration and migration of legacy radio communications infrastructure with digital mobile radio company Emcom Wireless head of...
Next ArticleResponding to climate change