Spring 2009

M A S T E R

BREWER

www.shepherdneame.co.uk

Chocks Away!

Welcome

This issue of Master Brewer focuses on the necessity to adapt to the evolving andchallenging marketplace. You will see howour rich heritage, premium brands anddiverse portfolio are enabling us to maintaina strong position despite the recession andrecent hikes in alcohol duty.

The off-trade market is flourishing and as a brewery we are well placed to capitalise on this growing market withour wide range of quintessential Kentish Ales and premiumforeign lagers brewed under licence. Asahi has also enjoyedsignificant growth in high-end bars and restaurants in Londonand the Home Counties.

There’s no denying that it is a tough time for beer andpubs and for industry generally. We have re-focused ourinvestment strategy accordingly to help our licensees throughthe down turn. But we are investing in our pub estate over the next year, in areas such as bar developments, kitchenupgrades and improvements to gardens and car parks. In thecurrent economic climate pub goers will be more discerningthan ever when choosing where to spend their money, but weare confident that our pubs will continue to attract customersahead of the competition.

As always we are looking forward to the cricket seasonand this year we will continue our sponsorship of the Kent20/20 tournament. We are also sponsoring a Spitfire hot airballoon, the official launch of which will take place at the press launch for the Kent County Cricket Club season in April.

Chancellor Alistair Darling and the Treasury haverepeatedly dealt significant blows to the pub trade over thelast year, with regular hikes in duty, further compounded by theintroduction of an alcohol duty escalator that will increase dutyon beer by 2 per cent above the rate of inflation every year forthe next four years. These hikes are a tax too far, which couldprove devastating to the great British pub, leaving them facinga £520million tax bill at a time when the whole economy issuffering. Independent predictions estimate these actionscould cost 75,000 jobs. Excise is not helping to control bingedrinking; instead it distorts the market, pushing consumersaway from pubs and beer and towards high alcohol products.

This is why the brewery is championing the ‘Axe the BeerTax campaign’ - rallying our customers to save their local pubs by registering their support at www.axethebeertax.com.And I urge you all to do the same!

Jonathan NeameChief Executive Shepherd Neame

The company has delivered a strongsales performance, with turnover up 7.2% to £56.2m, in what has been aturbulent time for the industry and the economy as a whole.

Beer volumes have been very strong, with totalvolumes up 6.7%, but profits have been hit by higherraw material costs, which were 27% up on the sameperiod last year. Strong performances by key brands,particularly Asahi, are especially encouraging as is the performance of take home.

The company’s London pubs put in a strongperformance, increasing like-for-like sales by 2.9% during the period. More recently, managed houses alsoperformed well, with like-for-like sales up 1.8% to theend of February. Overall, the retail business has beenresilient, with like-for-like sales down 0.2%. Tenantedcontribution was down 4.1% on a like-for-like basis butthis compares favourably with the rest of the industry.

Chairman Miles Templeman said: “These arechallenging times and it is impossible to judge howdeep and how long the recession will be. In previousdownturns, however, beer and pubs have proved moreresilient than other sectors and have picked up earlier, as consumer confidence returns.”

Beer sales grow by 6.7%

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Shepherd Neame chiefexecutive Jonathan Neameis rallying the people ofKent to save their local pubs and clubs by signingup to a national campaign.

‘Axe the Beer Tax, Save the Pub’was launched at the Westminster Armspub in London and thousands havealready registered their support atwww.axethebeertax.com.

Mr Neame said: “There is a seriousmisconception in Westminster: thegovernment has come to regard pubsand clubs as a tax collection point onone hand and a social problem on theother. Government policy is increasinglyinterfering with people's social lives.Responsible drinkers everywhere wantto socialise, without being financiallypenalised for the irresponsiblebehaviour of a small minority.

“It seems especially ridiculousthat the most dilute form of alcohol,namely beer, should be disproportionatelypenalised.”

In the 2008 Budget, the Chancellornot only imposed a duty rise of 9 percent but also proposed the creation of an alcohol duty escalator. This isdesigned to increase duty on beer by 2 per cent above the rate of inflation in each of the next four years.

Chancellor Alistair Darlingcompounded the difficulties for theindustry by announcing in the pre budgetreport an 8 per cent hike in alcohol tax,meaning duty rose 17 per cent in 2008.

Mr Neame, chairman of the BritishBeer and Pub Association’s Duty Panel,said: “The Treasury will not raise theincome it seeks from our customers. As tax goes up, beer sales go down.Tax increases will reduce not raisegovernment revenue so the Chancellor’ssums do not add up.

“Taxing sensible, social drinkersas a way of discouraging those whodrink too much will not work. Beer isalready the most expensive drink, as measured by alcohol units.

“We are calling on the Chancellorto abandon plans to raise beer taxes infuture budgets. Our message, on behalfof our customers, is: enough is enough.”

He said Britain’s beer and pub tradewas under threat – beer sales in pubs areat their lowest since the Great Depression,closures are accelerating, profits aredown, and jobs are being lost.

More than 90 per cent of beer soldin the UK is made in the UK. Mr Neamecontinued: “In the current economicclimate, there can be no case for doingsuch harm to a very British industry.”

Actress Jennifer Ellison launches Axe the Beer Tax campaign at Shepherd Neame’s Westminster Arms pub

Axe the Beer Tax!

’’‘‘Why is it that with other

industries the governmentreaches for its chequebook,

but for pubs it reaches for the revolver?

Jonathan Neame, The Times quote of the day 26th February, also appeared

in the Daily Telegraph on 26th February.

Home front

More Britons are choosing to buyale and lager to drink at home thanever before. While pubs struggle toattract customers, beer has become aregular fixture in our shopping trolleys.

According to figures issued byBritish Beer and Pubs Association lastSeptember, beer sales in supermarketsand off-licences were up 2.1 per centon the previous year, despite beerconsumption declining by 4 to 5 per cent.

For the first time, the UK isnearing a situation in which themajority of the beer consumed inthis country is purchased from asupermarket or off-licence.

On the Continent, the majority ofbeer is purchased from the off-trade to be consumed at home with only 30to 40 per cent of beer consumed in barsand restaurants. That’s why historicallythe Great British Pub has such atreasured role in the national identity.

But in recent years, pubs havebeen under siege from new licensingregulations, the introduction of thesmoking ban and punitive levels oftaxation on beer – their core product.Today, pubs have to compete withmany other leisure experiences andthat means that only those offeringquality and value survive.

There have also been changesdown at the local supermarket. Buyersseek to maintain a wide range of beersbut to constrain costs by dealing withfewer suppliers. Competition is fierce,putting presentation and innovation at a premium.

Meanwhile, health campaignersare putting pressure on major retailersto sell alcohol more responsibly,leading to yet more changes in the fields of pricing, labelling andpositioning within the store.

It’s a confused and shifting picturebut doing nothing is not an option.

A strategy of targeted investmentin our pubs and our brands is the key tomaking it through the lean times andemerging in the best possible shape to take advantage of better tradingconditions, whether they emerge in the on-trade or the off-trade.

Sales and marketing directorGraeme Craig said a similar thinghappened as village shops disappearedwhen supermarkets came on the scene.

“Villages that once had threepubs might now only have one – butthat pub will be of higher quality andpresent better value overall,” he said.

“We must make sure that whenpeople do choose to have a night outat the pub the experience lives up totheir expectations, with a safe, attractiveenvironment, a warm welcome, friendlyservice and great quality beer.”

Attitudes to alcohol are changing,particularly with regard to lifestyle.People are becoming more aware ofthe alcohol by volume of the productsthey are drinking, the number of units ofalcohol and the calories they contain.

Graeme said: “It is good that ourcustomers are able to make informedchoices as to what’s right for them.Shepherd Neame has an excellentrecord for pubs that provide a safeenvironment where people can drinkand socialise responsibly.”

He said that a wide range ofbeers and good product knowledgeamong bar staff could pay dividends ingiving the consumer what they wanted.In the supermarkets, clear labelling canhelp shoppers make informed choicesand food-matching promotionsencourage responsible drinking.

Another factor whereprofessionalism and skill can giveShepherd Neame an edge is the holygrail of the beer drinker - getting agood pint every time. But that’s not as easy as it sounds.

Graeme said: “Our strength is inbreadth, quality and product stabilitywhich gives us an advantage overmany of our competitors in both theon-trade and off-trade. ShepherdNeame has a well of vast experienceamong our brewers, ensuring that ourbeers are consistently up to the mark.”

These are tough times for business and the beer industry isno exception. As well as having to cope with the worldwideeconomic downturn, brewers face substantial changes inlegislation, tax and customer behaviour. Only by adaptingto these challenges, investing in quality and seizing newopportunities can we face the future with confidence.

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’’‘‘Villages that once had three

pubs might now only haveone – but that pub will be ofhigher quality and present

better value overall

Andy Pinnock, head of take home sales

Shepherd Neame is one of thefew regional brewers selling lager intoboth the national on- and off-trade.The company’s understanding ofinternational beers started many yearsago with the introduction of lagers in thesixties and seventies and has continuedin recent times with the brewing ofAsahi and other premium beers fromaround the world under licence.

“These alliances have brought usinto contact with distinguished brewersfrom across the world, giving us astrong knowledge of different kinds of ale and lager,” said Graeme.

Head of take home sales AndyPinnock said: “All our core brands areperforming well and sales of bottledbeers are up 7 per cent on last year,better than the national trend. BishopsFinger, Spitfire, Asahi and Kingfisherare doing particularly well.”

The bottled ale section in most supermarkets has changedconsiderably over the last 12 monthsalthough this may not be immediatelyapparent to consumers.

Choice and variety are key driversfor consumer purchasing decisions and Shepherd Neame’s wide range of products caters for needs across the market. This search for economies in the supply chain favours brewerscapable of providing a range ofdistinctive beers – organic, premium,international – under the same umbrella.

Shepherd Neame is one of a tinyhandful of regional breweries able to bethis flexible and to offer such diversity.

Andy explained: “We take aportfolio approach to selling-in ourbrands. If you have a varied offer you are able to reach into differentoccasions and needs. You can alsotake advantage of trends and short-term developments.

“For instance, if there is a periodof hot weather, bottled lager salespeak quickly. But if a supermarket isholding a beer festival, they will belooking for ales with provenance.”

Supermarkets are also growing atthe expense of other kinds of retailersby offering the “best of both worlds”.

Andy said: “Supermarkets areexploiting choice and difference aswell as being the biggest nationalplayers. They are setting up localbuying teams so they can promotesome locally-produced goods, engagingwith customers on a local level, whilecontinuing to sell national brands.

“This is great for us in the Kentarea, and good for the category, butnot so good further afield. It means wehave to do something special to benoticed outside our natural heartland.

“We approach this challenge byoffering promotions ideas to retailers,making them aware of our wide portfolioand giving great customer service.”

In a pioneering deal last year, The Asian Collection was teamed withthe Asda Indian Meal for £9 giving thecustomer a saving of more than £4.

This year, Asda and Shepherd Neamehave followed that success with a “Two for £2” offer, pairing a 660mlbottle of Kingfisher with an item fromSharwood’s Indian range, such as naans,poppadoms, sauces, pickles andchutneys, saving the buyer more than £1.

Another development insupermarkets is the pressure being put upon them to bring beers “back to fixture”. This simply means bringingall alcoholic drinks together in onearea of the supermarket, rather thanpiled high near the entrance or placednext to related products.

More than just a bottle of beer:The Asian Collection is imaginativelyand attractively packaged, encouragescustomers to try something different,and offers supermarkets the chance tooffer food-matching deals with theiroriental ready meals. The strikingdesign of a special edition SpitfireBattle of Britain pack provedattractive to customers and helpedraise £14,000 for the RAFBF.

A piece of theatre in the bar:Sun Lik Beer’s exciting new fonts provide an attractive advertisement and add to the perception of apremium product.

Learning from Europe:Research shows that many women feel uncomfortable with a pint glass but feel standard half pint glasses lackstyle. New Continental-style glasswareis being used to encourage morepeople to try our brands.

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’’‘‘We must make our

pubs the best choice for a night out and our brands the best choice for a night in

“This makes the organisation,layout and marketing of the beer andwine section even more important,”said Andy. “We need to work togetherto make it more appealing and easierto navigate for the shopper.

“We need to be thinking aboutgiving more information on theshelves, food-matching ideas andgrouping beers into categories.”

Great-looking packaging, fonts andglassware, can also make a difference.Detailed attention to all three can giveeach product its own personality.

Shepherd Neame is respondingto the changing sales environment byinvesting in a new bottling hall, whichwill increase the brewery’s capacity tofill and package bottled products.

Even though times are hard, thecompany continues to invest in upgradingits pubs. The latest year-long programmeof works (see feature on page 11) isaimed at bringing small but significantimprovements to more than half the estate.

A swiftly changing market presentsa huge challenge on multiple fronts.But by investing in pubs, making themleaders in their local area and the bestchoice for a night out, as well as investingin brands, making our ales and lagersthe best choice for a night in, ShepherdNeame is uniquely equipped to facethe future with confidence.

Restaurants and beyondMore people are choosing

quality beers to accompany food and Shepherd Neame is finding new outlets in the restaurant trade. Sun Lik Beer is a favourite in Chineserestaurants, Kingfisher is a big playeron the curry scene and Asahi has had a major impact in Japanese bars andrestaurants, as well as making inroadsinto high-end bars and nightclubs.

“Although it is important to sell ourbeers and lagers into supermarkets andpub operators, there are still thousandsof independently-operated pubs andrestaurants looking for somethingdifferent,” said Graeme Craig. “That’swhy it is important to have a diverseportfolio of distinctive ales and lagersthat can stand out from the crowd.

“The job of the national sales teamis to make contact with all these potentialcustomers and to make them aware ofthe breadth and quality of our portfolio.”

The increased emphasis on puttingShepherd Neame beers in front of newcustomers nationwide has resulted in newappointments, both in Faversham andacross the country. The number of off-trade staff at Shepherd Neame has risenfrom 27 to 40 in the last couple of years.

Andy PinnockAged 38, Andy joined Shepherd Neamefrom InBev a year ago. A father of two, he lives with his partner in Brighton, andenjoys salsa dancing and watching andplaying sport, particularly golf and rugby.When time allows he is a keen trainspotter.

Steve WalmsleySteve, 51, worked at Charles Wells Brewerybefore joining Shepherd Neame in 1999.Married with two grown-up children, he lives in Aylesbury, Buckinghamshire, and in his spare time enjoys cycling and golf.

Deighton RidgeDeighton, 41, worked for Holsten and Carlsbergbefore joining Shepherd Neame in 2007. He livesin Worcester with his wife and three children,and his hobbies include fishing and football.

Tim WatsonTim, 34, is the most recent addition to theteam, joining from InBev in September 2008. He lives with his partner and two children inRugby, Warwickshire, and enjoys computingand photography in his spare time.

Amanda BeerAmanda, 32, joined Shepherd Neame in 2000as Amanda Whitehead, and has two brothersworking at the brewery. A Faversham mother of two, she worked in reception, customerservices and IT before joining take home sales.

Two years ago, Amanda married Justin Beer to give her oneof the most sought-after email addresses at the company:abeer@shepherdneame.co.uk.

Head of Take Home Sales Andy Pinnock has a team offour, dealing with some of the biggest names in British retail.

Tim Watson and Deighton Ridge are responsible forretail sales, particularly the big supermarket chains, dividingthe UK between them on a north-south basis.

Tim works with Asda, Morrison’s and the Co-Op, whileDeighton deals with Tesco, Sainsbury’s and Thresher.

Steve Walmsley deals with wholesalers, includingBookers, Makro and large independents.

Based in Faversham, Amanda Beer provides salessupport for the rest of the team while they are out on theroad, sending out samples and dealing with price queriesand invoice payments.

Meet the take home team

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British Guild of Beer Writers BeerWriter of the Year Zak Avery is the manbehind specialist off-licence Beer-Ritz,which stocks about 600 beers from allover the world.

“We've seen a definite increase in interest in good quality bottled ales,and a general move towards betterquality all across the board,” said Zak.“People are looking for flavour andauthenticity. Price is fairly low down the list of considerations.

“We stock Bishops Finger andSpitfire, and sometimes a seasonalShepherd Neame beer when it'savailable. We stock them primarilybecause people like them, and theyhave a loyal following. Customersrespond to Shepherd Neame beerswith deep-seated loyalty and a plainlyexpressed irritation if we run out. Onecustomer gets so irate if we have noSpitfire that we carry a disproportionateamount of stock, just to be safe!”

Paul Bromilow is manager of the nearestsupermarket to the Shepherd Neame brewery, Tesco inCrescent Road, Faversham.

“Tesco is committed to providing not just nationalbrands but also local sourcing – great products fromtrusted brands within the local area. Shepherd Neamebeers are one of the great tastes of Kent and we are proudto offer a good selection of Kentish ales for our customers.

“However, one of the reasons Tesco chooses todeal with Shepherd Neame is that it’s not just all aboutKentish beer. The brewery offers a wide portfolio andthis enables us to offer a great range for our customers– from traditional ales to modern Japanese lager – all from one supplier.”

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Thierry Brocher is OperationsManager of the Valmont Club and the Rumi cocktail bar, both in FulhamRoad Chelsea.

“The Valmont Club, an exclusivemembers’ club in Chelsea, believes that only premium and super premiumproducts are suitable for the refinedpalate of our customers.

"This is why we have been sellingAsahi beer for the last seven years withinour Chelsea venues and will continue to do so.”TH

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Jill Wilson is Beer Buyer for the supermarket Asda, sourcing 300different lines “chosen to cater for allthe demands, tastes and occasions of our customers.”

“People consider price, brandand occasion when choosing a beer.Asda stocks the complete range ofShepherd Neame beers. The majorityare listed nationally and sell well andthe account team is very proactive,good to work with and full of fresh ideas.

“Shepherd Neame beers sell verywell outside the brewery’s traditionalheartland and Spitfire is one of thefastest growing brands in our PremiumBottled Ale category.

“The Asian Collection packs werenew to our customers and worked well with curry. Our current Kingfisherpromotion invites our customers tochoose rice or a curry sauce with thebeer and we have been really pleasedwith the feedback from our customers.”

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‘‘ ’’What our customers say...We have a diverse and strong brand portfolio and a superb sales team who get our products to market but don’t just take our word for it. Here’s what some of our customers have to say about it.

A day in the life...Aaron Rudd

Aaron’s long day starts around 9amat his home in Clapham, South London.

“The alarm goes off and theBlackBerry goes on,” he said. “I spendthe morning on my computer, checkingemails, researching new clubs and barsand arranging meetings with clients.”

Research is a vital part of Aaron’sday: he uses websites and magazinessuch as View London, London’s bestbars, Theme and Imbibe to keep upwith the latest news of club, bar andrestaurant openings.

“Constant monitoring is essential,”he said. “News and, more importantly,reviews help me identify potential newclients and keep track of what peoplethink of the clients we already have.”

About 11.30am, Aaron makes the25-minute journey into Central Londonto meet the managers and owners ofbars and restaurants in the quiet timebefore their lunchtime service begins.

“Sometimes it’s just a chat, just tosee how the beer is selling and if thereis anything they need from us. Although Ideal with more than a hundred customers,I try to make sure that I get round to seethem all once every six weeks at least.”

Aaron said that the Asahi team didnot limit themselves simply to Japanese

restaurants but tried to sell in Asahi to arange of premium level establishmentswith the right clientele for the brand.

Recent successes include Paramountmembers’ club at Centre Point, Collectionand Bartique in Chelsea’s Fulham Road,the Ferndale Hotel Group and LondonClubs International, a group of privatemembers’ clubs and casinos.

After lunch at about 2pm, Aaronspends the afternoon catching up withwholesale representatives, industrymagazine reps promoting Asahi,building relationships, exchangingideas and picking up even more gossip about new venues.

Aaron said: “To know the Londonscene you have to be out there living itbecause everything changes so quickly.”

At 5.30, when most people’sworking day is drawing to a close,Aaron’s day has barely started as he approaches his busiest period,meeting bar and restaurant managerswho are preparing for the eveningservice . After the meetings it is farfrom the end of his day.

On Wednesdays, Thursdays andFridays, Aaron checks out the Londonclub scene, sometimes with his flatmate,who does a similar job for Bacardi.

“When you visit a club, it is importantto work out if it is an environment whereAsahi could be successful,” said Aaron.“If everyone is drinking Champagneand vodka and no one has a beer,that’s got to tell you something. But ifthere’s premium beer in evidence,that’s an opportunity we can identify.”

After Aaron has caught up withemails on his BlackBerry his workingday enters its final phase. From 10pmhe attends parties sponsored by Asahiand works with party promoters to makesure Asahi is the lager of choice whenthey are organising prestige events. He also receives plenty of invitations tobar openings, parties and other eventswhich provide great opportunities tomeet potential customers – often thereare more than one a night and he triesto cram as many in as possible. But itmeans very late nights, working intothe wee small hours. Aaron rarely getsto bed much before 2am, sometimeslater, and then it is back up at 9am tofly the Asahi flag all over again.

“It is good to show your face inthe clubs, even if it’s just for an hour,”he said. “It is quite hectic but it’s notso much a job, more a lifestyle.”

Aaron Rudd would appear to be living every young man’s dream. It’s his job to sell Asahi into the bars, clubs and restaurants of London,spending his days (and nights) meeting the movers and shakers of theentertainment and hospitality scene. It’s hard work – but someone’s got to do it!

TV team wash down oysters with Whitstable BayJohn Pearce, from Sittingbourne, is using

Shepherd Neame beers as ingredients and asmatches for dishes he is cooking to representthe taste of Kent in Taste the Nation, a newdaytime TV show on ITV.

The keen chef is being mentored byprofessional Ed Baines in a national cookeryknock-out competition to pitch the best of Kent produce against other regions of the UK.

In the show, the Kent team prepares deepfried oysters, washed down, naturally, withWhitstable Bay.

The show was filmed between November2008 and February 2009 and is due to be airedduring March and April.

... from cooking to genealogy, ourbeers, pubs and directors have beenon the small screen this spring

Shepherd Neame on TV Where did they think they were?

The Royal Sovereign in Bexhillwas featured in the TV show Who Do You Think You Are? which wasinvestigating the ancestors ofnewsreader Fiona Bruce.

Hairy BikersThe Hairy Bikers visited the brewery

in late February to film part of theirnew series that will be screened onBBC 2 over the summer.

Directors dine on cameraJonathan Neame was a guest

of Miles Templeman at a dinner forthe Institute of Directors, cooked bysemi-finalist contestants from the TV programme MasterChef.

Head chef Roger Evans took the three semi-finalists under his wing for the fine-dining service element of the show, held in the restaurant at 116 Pall Mall, home of the IoD.

Bit early chapsEagle-eyed fans of the programme Oz Clarke and James May Drink to

Britain, in which the pair tour the UK in a caravan, will have noticed a bottle of Spitfire on their breakfast table.

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11

Shepherd Neame is investing in its pubs this year tohelp see its licensees through the economic downturn.

Many of the brewery’s pubs in Kent, Sussex, Essex, Surrey andLondon will reap the rewards of the investment strategy, the result of a detailed assessment across the estate to identify building projectswhich will provide key improvements to licensees’ businesses.

Approximately half of Shepherd Neame’s tenanted pub estate will benefit from internal and external refurbishments such as bardevelopments, kitchen upgrades, garden and car park improvements,outdoor smoking areas and improved toilet facilities.

Tied trade and property director George Barnes said: “We’re alltoo aware of the difficult trading conditions facing businesses and have refocused our pub investment strategy to support and motivateour licensees.

“We’re confident that by investing in as many pubs as possible, all ofour licensees will be in a strong position when trading conditions improve.”

Supportingour pubs

Shepherd Neame holds first-ever Pub Beer FestivalThe brewery has held itsfirst beer festival, pairingKentish ales with threedelicious cask beers fromthe South West.

The week-long festival was held in 130 Shepherd Neame pubs and 30free-trade outlets across London andthe South East.

Alongside Shepherd Neamefavourites Spitfire, Bishops Finger,Master Brew, Kent’s Best and Late Red,the pubs offered a selection of threeguest beers from the West Country –Black Prince, Dartmoor IPA andButcombe Gold.

Shepherd Neame’s tenantedtrade director, George Barnes, said:“This is the first time we have run abeer festival of this type, a celebrationof fine cask ale in pubs all over theSouth East. Shepherd Neame islooking forward to holding further beer festivals, showcasing guest beersfrom other parts of the country.”

Beer Fest Success to Continue Continuing the success of our first

beer festival and to encourage footfallto our pubs, Shepherd Neame is goingto be participating in National CaskAle Week between 6th and 13th April.

In association with CAMRA andsponsored by the Daily Telegraph, it will see our finest cask ale pubsfeatured on a dedicated website,enabling ale enthusiasts to view aninteractive database of more than 5,000pubs that are participating in NationalCask Ale Week. Visitors to the site willbe able to download money off vouchersto entice them to frequent their localand vote for their favourite pint.

We are encouraging all of ourlicensees to get involved with Cask AleWeek in any way they can by hostingspecial events like quiz nights or beerand food-matching evenings. In returnthey will benefit from official point ofsale merchandising and consumerincentives that will generate footfall.We may even include some microbrewsinto selected houses that are going theextra mile to promote Cask Ale Weekin their premises.

Further support for the company’s licenseeshas been in the form of a promotion on thebrewery’s most popular drinks. Licensee ChrisMaclean of the Railway Hotel praised thepromotion in his blog for trade newspaper The Publican:

It was with some astonishment that mybrewery sent out a letter the other day with a deal. A deal the like of which I've neverencountered before. They have offered us adiscount. A big discount. A discount on theproducts that matter most. On our main bitter,our main lager and on Coke.

But the shock of the deal is that it is exclusiveto tenants, it covers our two main core products,it has a limited time and we can maintain ourGPs - although if our volume sales remain staticour income falls slightly. But my prediction isthat volumes might well increase. I think it willbe very good and I suspect many who read thiswould wish their pub co’s did something similar.

I think it is a bold initiative. I think licenseesthat survive this turmoil will do so by showingresourcefulness and adaptability, seizing everyopportunity to gain market advantage.

Damn, it’s exciting. It is times like this thatremind me that my over-riding consideration isthat I'm a businessman. Plain and simple.

Four’s companyat The Walnut Tree

The Walnut Tree at Loosehas an unusual tenancyarrangement in which twocouples have pooled theirresources to run the pub in partnership.

Husband and wife Phil andDebbie Glover and their friends Tomand Angie Raper live near the pub on the outskirts of Maidstone.

They already jointly owned a beautysalon in the area and, spotting the potentialof the traditional local, they approachedShepherd Neame to take on the pubas a team.

The couples split their timebetween their regular jobs and thepub. Phil is a British Gas engineer,Debbie a catering contracts manager,Tom a security consultant and Angieruns the beauty salon.

Phil deals with the day-to-dayrunning of the business and hasappointed his daughter Shara as barsupervisor, backed by five reliable andtrusted staff. Debbie, Tom and Angieprovide back-up and help out withspecial events and promotions.

“We have regular live music andthey arrange posters and book the bands,”said Phil. “It is going very well and thepub is busier this year than last year.”

As well as live music, the pub alsoattracts customers with poker nights onMondays and petanque on Wednesdays.They have also started a pub footballteam and welcomed two existing localteams to use the pub as a base.

To keep things simple, the fourdecided not to serve a full menu but to offer pizzas and paninis prepared by bar staff.

The Walnut Tree raises money forCosmic, a charity in aid of the PaediatricIntensive Care Unit in St Mary’s Hospital,London, which treated the granddaughterof a regular, who sadly died of chickenpox with complications.

The pub hosted a charity footballmatch and auction on New Year’s Day,raising more than £900 for the charity.

“It was hard work clearing up afterNew Year’s Eve and then launchingstraight into a fund-raising event but it was well worth it,” said Phil.

The brewery recently completed a £42,000refurbishment at The Walnut Tree.A complete internal refurbishment hasseen the main bar area transformed bythe removal of a dividing wall creating a more spacious feel. The addition ofFrench doors and a staircase leading upto the garden are great new features.

Phil said: “The new design makes bestuse of the space available and modernisesthe pub without losing the charm of thebuilding. We hope that the new look willgive us the competitive edge.”

Open-plan goes to plan

Phil and Debbie Glover with Tom and Angie Raper, licensees of the Walnut Tree

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Robert Hutson, 32, and hispartner, Emma McGlashan,23, have fulfilled a long-helddream of running their ownpub, after taking over thetenancy of The Telegraph, in Deal, on the Kent coast.

Robert, who was born in Gravesend,collected glasses and worked behind abar as a young man but always dreamedof running a pub himself.

He trained as an electrician andworked in London and North Kent but sold his house in Gravesend to go and follow his trade in New Zealand.Six years ago, he returned to live in the Deal area to be near his family.

Robert and Emma, who worked inproperty letting, wanted to run theirown business and began to lookaround for a suitable opportunity.

“We had been thinking aboutrunning a pub for a while,” said Robert.“We kept an eye on the ShepherdNeame website, looking to see whichpubs were available. We knew of TheTelegraph and thought it would be agood prospect.”

The couple took on the house atthe beginning of April last year.

The brewery helped Robert andEmma obtain personal licences anddeal with all the necessary paperworkand arranged for Robert to attend a cellar management course and work his way through the company’s in-house Master of Beer qualification.

Then it was time for the couple to determine the pub’s commercialstrategy. Robert said:

“The pub doesn’t have anycommercial kitchen facilities so servingfood was not an option. Instead, wedecided to concentrate on keeping thepub busy by promoting sports teamsand entertainment.”

Now the pub has nine darts teams,three pool teams and two footballteams, attracting a loyal clientele.

Robert explained: “Monday toThursday is darts and pool – men’s, ladiesand mixed – and we have live music atthe weekend. It’s a small pub so we havesoloists or small bands playing soft rock,easy listening or country and western.We ask our customers what they enjoyand try to give them what they like.”

They also run a curry and quiznight once a month and have beenexperimenting with special events,including a Halloween fancy dress party.

“We are enjoying it very much,”said Robert. “We get plenty of timetogether as a couple, enjoy the companyof the locals and have lots of fun whenwe hold theme nights.”

Shortly after Robert took over,Shepherd Neame gave The Telegraph acomplete exterior redecoration, includingpainting, repairs, new signage andstylish uplighting. New windows havebeen fitted with lightly frosted glassetched with the name of the pub.

Becoming a tenant: The Telegraph at Deal

Are you a people person with an eye for

Then a pub tenancy could be just the job for you!

John Fothergill became the mostfamous publican in Britain beforeWorld War II when he wrote a littlebook which became a best-seller.

Called An Innkeeper’s Diary, it wasall about his time at the now-famousSpread Eagle Hotel in Thame, Oxfordshire,in the 1920s.

Anyone who has run a pub willwholeheartedly agree with thesentiments expressed in the diary.

The most important ones, I think,are having some ready capital in yourback pocket, formulating the right policy,and having a mind for the tiniest details.If you’re not a natural people person, thendon’t even think about it in the first place.

I recently spent a day with DavidLittle, who runs The Anchor, a lovelyold pub just off Faversham Creek,named as one of the top 25 pubs inthe UK in the Good Beer Guide 2009.

Pub tenancies are currently proving one of the mostattractive ways to enter the pub industry. They requirerelatively low capital outlay and offer great flexibility forambitious entrepreneurs with a range of marketing andmanagement skills. Tony Patey, business editor of Kent on Sunday, and a former pub licensee, joined David Little,tenant at The Anchor in Faversham, to discover what it’slike running a pub in the 21st century. Here we reprintTony’s article, published in Kent on Sunday.

He’s a tenant of Shepherd Neameand with the economic downturn thereis a strong business model case to be made for running a tenanted pubrather than buying a lease or freehold,because the latter two could easily fallin value as well as rise.

Shepherd Neame is on the lookoutfor potential tenants and asked Davidand me to produce some “on the job”advice for would-be publicans.

Any publican would agree withDavid when he says a prospectivepublican must remember that todaythe job is “retail, 24/7” – your regularswill, of course, be your bedrock, butyou have to attract a steady stream of other customers.

Here are some of David’s thoughts:“You have to be multi-skilled. I come from afreehouse background and we could, ina way, make it up as we went along. Butcoming into the Shepherd Neame tenancyscheme I found retraining was vital.

“You need working capital, butinitially it is a very inexpensive way toget into a business.

“For example, if you wanted afreehouse, something like The Anchorwould be £1 million.

“You have to do a SWOT –strengths, weaknesses, opportunities,threats – analysis first. Then it’s heartsand minds in the first six months,you’ve got to win over your customers.

“Customers make the pub, staffcontrol it, and you’ve got to be acaptain of the ship.

“You’ve got to make sure theyunderstand you’re fair, firm andreasonable.”

Tenanted trade and propertydirector George Barnes said: “We arecoming to a point where tenancies are becoming a lot more attractivethan leases. The qualities I look for in a licensee are marketing skills and the ability to be proactive.”

Want to find out more?If you like the sound of becoming

a pub tenant with Shepherd Neame,check out the careers section atwww.shepherdneame.co.uk or visit oneof our tenanted open days (details onwebsite). Alternatively, call HR co-ordinatorLinda Reece on 01795 542132.

’’‘‘Customers make the pub, staff control it, and you’ve got

to be a captain of the ship

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Great pubs, which serveoutstanding food using thebest quality local produceand first class beer, arecelebrated in the latestedition of Alistair Sawday’sPubs and Inns of England and Wales. Published inApril, the guide features over 900 pubs – including 14 Shepherd Neame inns.

Sawday Publishing has teamed up with Master Brewer to give away 10 copies of the new guide. Simplyanswer the following question:

How many Shepherd Neame pubs are featured in the new pub guide?

Send your entries on a postcard to:Master Brewer, The Mill House,Hollingworth Court, Ashford Road,Maidstone, ME14 5PP or emailcompetitions@shepherd-neame.co.uk.

Sports fans can enjoy the fresh air without missing a moment of the action this spring andsummer, following a £75,000 refurbishment at Ye Olde Whyte Lion in Locksbottom.

The pub now has Sky TV, including an outsidescreen for customers using the pub’s landscapedgarden, which has decked areas for eating anddrinking, complete with heated umbrellas.

Ye Olde Whyte Lion, an ancient coachinghouse on the old London to Dover road, has had acomplete external redecoration, while the interiorhas been restyled in aubergine and dove grey.

A carpet and new furnishings have brought anew feel to the restaurant while bespoke beigeleather bench seats have been built in the bar.

Managers Tim and Wendy Mannion, who haveworked at Ye Olde Whyte Lion for eight years,said: “The pub looks really smart and we arelooking forward to a great summer of sport on TVand making the most of the garden. As usual wewill be having our jazz garden party and barbecueon the Sunday of the August Bank Holiday weekend.”

WIN a copy of the 2009Sawdayguide!

Reach for the Sky at Ye Olde Whyte LionReach for the Sky at Ye Olde Whyte Lion

The George in Cranbrook

Kent Journalist of the Year Awards 2008The brewery recently hosted the Shepherd Neame Kent Journalist of the Year Awards 2008.Shepherd Neame has been a proud sponsor of these annual awards for more than 20 years,celebrating the achievements of the county’s media industry and recognising the valuablenews service they provide the community.

This year nearly 120 entries were received for this highly respected awards and the standard was excellent, making it atough job for the judges in this closely fought competition.

The award ceremony included a three course lunch and a tutored beer tasting with the senior brewer, Stewart Main. Renowned broadcaster and

journalist Barbara Sturgeon chaired thejudging panel and presented theawards to the category winners. AlanWatkins of the Medway Messengerwon the coveted Shepherd NeameKent Journalist of the Year Award.

Other winners included: DerekJohnson from ITV Meridian, who wonthe Kent Feature Journalist of the YearAward; Will Barkway of ITV Meridian,who picked up the Spitfire Kent SportsJournalist of the Year Award; and JoeWalker, who won the WF Deedes KentYoung Journalist of the Year Award.

The Sevenoaks Chronicle won theCanterbury Jack Campaign of the YearAward and the Medway Messengerwon the Shepherd Neame NewsService of the Year.

Judges and winners celebrate at the Brewery Visitor Centre

Sponsorship from Spitfire helped aKent relative of Sir Ernest Shackletonreach the South Pole, a feat the greatAntarctic explorer never managed.

Will Gow, 35, from Ashford, arrived at thebottom of the world at 3.30am GMT on January 18.

He was joined by his companions Henry Worsleyand Henry Adams. The three men spent 66 daysdragging their sleds 919 miles to reach the pole unaided.

All three have family connections to membersof Shackleton’s expedition which had to turn back 97miles short of the South Pole in 1909. The explorer’sname lives on as a synonym for courage, bravery andleadership as he ensured the survival and safe returnof all of his team members while overcomingdesperate odds.

The Matrix Shackleton Centenary Expeditiontook five years to plan and aims to fund a newfoundation to support inspirational leaders making a difference in the community.

Spitfire in Pole position

Ashford man Will Gow at South Pole

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Sun Lik Beer has launched a new-look website www.sunlikbeer.com and mini-sitewww.dimsumrestaurantguide.co.uk.

To promote the sites, Sun Lik Beer teamed up with Ping Pong, the group of 11 stylish dim sum restaurants in Central London and the City, to celebrate Chinese New Year.

Diners were able to welcome in The Year of the Ox, matching a delicious 10-dish set menu with traditional Sun Lik Beer.

Brand manager Olly Scott provided staff across the chain with fullinformation and training on Sun Lik Beer so they were best able to promote it among their customers.

Some 3,000 restaurants around the UK have been sent a Sun Lik Beer Year of the Ox table card and a new-look brochure, telling the story of Sun Lik Beerfrom its origins in 1890s Manila and suggesting food-matching combinations.

Two ales from Shepherd Neame werehonoured at the fifth European Starbeer awards 2008, announced at theindustry’s largest trade fair, BRAUBeviale in Nuremberg, Germany.

Master Brew Kentish Ale won a bronzemedal in the English-Style Best Bitter categoryand Christmas Ale netted a bronze medal in the English-Style Golden Bitter category in a blind tasting of beers from all over the world.

A jury of 65 brewing experts from 12 nationsmet in Brauakademie Doemens in Grafeling inGermany to taste 688 beers from 32 countries - a record number of entries.

The judges looked for uniqueness andauthenticity and prize winners had to conform tostrict criteria in terms of flavour, quality, balanceand superb taste.

Spitfire has been named as one of the‘World's 50 Best Beers’ at the International BeerChallenge in London – the largest packaged beer competition in the world.

Beers were rigorously assessed in a blindtasting by a panel of expert judges including beer critics, current and former brewers, buyers,retailers and specialists from the packaging and marketing sector.

Each year, the challenge aims to find the world's most amazing lagers, ales, stouts, and specialty beersfrom across the globe and, in association with industry magazine Off Licence News, publishes its list of the 50 top beers. Beers were divided into 12 classes with Spitfire competing with ales between 4.3 per cent and5.5 per cent abv.

Sun Lik launches new website

Internationalsuccess for ales

Everyone deserves a reward after a good walk and what better incentive forgetting out and about than knowing you’ll finish your hike at a good countrypub? From coastal walks to woodland trails, here are 10 of the South East’sbest pubs where good hospitality, food and drink finish off the perfect day out.

Ten of the best pubs

Dog and Bear, LenhamA traditional coaching inn, built in 1602,facing on to Lenham’s picturesquesquare in an Area of OutstandingNatural Beauty. The Lenham Village Walkhighlights the settlement’s rich historywhile the East Lenham and Sandwaywalks explore the beautiful fields andmeadows surrounding the village.Lenham is the start of the Stour Valleywalk and the North Downs Way andPilgrims Way pass just to the north.

Woolpack, Chilham Near one of England's most picturesque villagesquares, complete with Norman castle,the Woolpack is a perfect base toexplore the North Downs. The ChilhamHeritage Trail explores both sides of the Stour Valley, passing throughacres of traditional orchards up to thespectacular landscapes and Neolithicviews of Julliberrie Down. The village is also on the Canterbury Loop of theNorth Downs Way.

New Flying Horse, WyeHome of the recreated Chelsea FlowerShow winning garden A Soldier’s Dreamof Blighty, this 17th century posting houseis in the heart of Wye, an historic villageset in the heart of beautiful countryside.A three-hour, 7km walk around theoutskirts of the village offers challengingclimbs and spectacular views and takesin Wye Crown and part of the NorthDowns Way. The village is also on theroute of the Stour Valley Walk.

The Three Mariners in Oare nearthe medieval town of Faversham, Kentis surrounded by unspoilt farmland,orchards, pretty villages and majesticmarshes. The pub bakes bread andoatcakes on the premises and servesdelicious locally-sourced dishes.

Rye Harbour Nature Reserve in East Sussex offers excellent walking and cycling routes, as well as opportunities for bird watching andnature study. Nearby, in Rye Harbour,The William the Conqueror is atraditional pub offering excellent realales and a menu of hearty pub food,including local crab sandwiches.

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with walksThe Hook and Hatchet, at Hucking

near Maidstone, is set in the 600-acreHucking estate on the North Downs inan area of outstanding natural beauty.Miles of walks, managed by theWoodland Trust, start from the 19th century pub’s doorstep.

The Red Lion, Chelwood Gate,West Sussex, is situated close toHaywards Heath, near the BluebellRailway, Sheffield Park Gardens andthe Ashdown Forest. It’s the ideal base for walkers aiming to combine a ramble in the beautiful localcountryside with a well-earned meal.

Six Peaks ChallengeAn intrepid team of adventurers from the

brewery will have their physical endurance testedto the limit as they take on WaterAid’s gruellingSix Peak Challenge.

A team consisting of Jonathan Neame,Graeme Craig, Olly Scott, Christian Hamilton,Darren Packman and Martin Godden will scale sixof the highest peaks in the British Isles - Snaefell,Snowdon, Scafell Pike, Ben Nevis, Slieve Donardand Corran Tuathail - in a mere 72 hours.

Each member of the group has raised aminimum of £500 to take part in the hike. Theyhope to raise in excess of £4,000 collectively forWaterAid who provide safe drinking water tothe world’s poorest people.

Anyone wishing to donate money to theShepherd Neame Six Peak team can do so bylogging on to www.justgiving.com/shepherdneameltd1

A two-and-a-half-mile circular walk from The Lamb Inn at Ripe, EastSussex, takes ramblers along countrylanes and over fields. Walkers will findwelcome refreshment at the pub in theform of a menu of freshly prepared,home-cooked food, including fishlanded at nearby Eastbourne.

The Britannia, Dungeness, is in a unique location, at the heart of an area of outstanding naturalbeauty. The pub sits between the twoDungeness lighthouses and has viewsof the second largest shingle bank in the world, It serves locally-sourced food with fresh local fish and RomneyMarsh lamb specialties.

The Ringlestone Inn, nearHarrietsham, is an unspoilt medievallamplit tavern, surrounded by countrysideloved by walkers and cyclists. TheRinglestone is the perfect place torelax after a hearty ramble across theNorth Downs or a visit to Leeds Castle,just five minutes’ drive away.

For a guide to walks in East Sussex log on to

www.eastsussex.gov.uk/leisureandtourism/countryside/walks

Fold out guides containing four self guided walks around

Faversham can be obtained fromwww.faversham.org/walking

Margate

Maidstone Faversham CanterburyMaidstone

AshfordAshford

Faversham Canterbury

Margate

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‘Social knit-working’comes to Faversham pubs

Chris Maclean, licensee of The Railway, with knitting group

Social networking hasbecome social knit-workingas women use the internetto organise knitting sessionsat two Shepherd Neamepubs in Faversham.

“Knit Night” is led by ClaudiaBenson, a teacher and designer wholives in the town.

The sessions are held on the firstTuesday of each month at the ThreeMariners, Church Road, Oare, and themiddle Monday of the month at theRailway Hotel, in Preston Street.

Claudia, who used to run a yarnshop in Whitstable, said: “I like the ideaof holding the knitting group in thepub. It is less formal than booking ahall and a lot more comfortable.

“Most of the women who come canknit already but it is good to do it as agroup – it’s like it used to be around thekitchen table, having a drink and a chat.”

Chris Maclean, licensee of TheRailway, said: “There appears to be aresurgence of knitting in this time ofausterity. It certainly makes a changefrom pool and darts.”

Chris said some of his regulars hadexpressed surprise at seeing a groupof women knitting in the pub but hadsoon got used to it.

Claudia said: “It is quite interestingsome of the comments you get frompunters. When anyone passes commentwe are happy for them to have a go –we bring along extra knitting needlesand wool just in case. “

She said a lot of wool shops hadclosed in the 1980s but knitting wasenjoying a revival, with enthusiasts usingwebsites to download patterns andarranging pub knitting sessions viaemail. A number of celebrities arereported to have taken up the pastime,including Julia Roberts, Madonna andKate Moss.

“When you buy something madeoverseas you don’t know the provenanceand how much the person was paid to do it,” said Claudia. “If you knitsomething for someone it is a gestureof love, regard and friendship.”

Rex Neame passed away in a carehome in Herne Bay on November 122008 after a long battle with Alzheimer’s.He is survived by his wife Kate, who worksas a guide in the brewery Visitor Centre,son Jasper and daughters Annabelleand Joanna, with his second wife Fenella.

Rex was born on 14 June 1936 inFaversham, the youngest son of JasperBeale Neame. He attended a preparatoryschool in Hindhead, Hampshire, duringWorld War II before moving on toHarrow, where he became head boy.

A talented all-round athlete, hecaptained England at both cricket andrugby at schoolboy international level,played rugby for Harlequins, and notchedup an impressive cricketing CV, taking thefield with Kent County Cricket Club, theMCC, Dr Jardine’s XI and the Free Foresters.

A right-handed batsman, he bowledright arm off-breaks. In the 1955 matchbetween Harrow and Eton at Lord’s,Neame took a hat-trick, his third victimbeing Henry Blofeld of Test Matchbroadcasting fame.

In 1959, he became manager ofShepherd Neame’s Queen Court Farmand in 1961 was appointed to theboard. He ran the farm until 1966.

In 1967, he joined Bulmers asorchard development manager, with abrief to ensure a long-term supply ofbittersweet apples for cider-making,thus establishing an orchard marketingpolicy still in use today.

Then he had a spell at brewersMarston’s, in Burton on Trent, beforeacquiring a hotel at Kinlochbervie inthe far north of Scotland, where he wasable to pursue his hobbies of fishingand shooting.

He sold the hotel and moved toNorfolk, where he enjoyed anotherpastime, painting. However, his declininghealth obliged him to return to Kent,where he had a cottage in Petham,near Canterbury, before moving to the care home in Herne Bay.

Robert Neame said: “As well asbeing a talented sportsman, Rex was agregarious and charismatic person whomade lots of friends.”

Arthur Rex Beale Neame, formermanager of Queen Court Farmand younger brother of companypresident Robert Neame, hasdied aged 72.

A tribute to Rex Neame

By David Holmes

Master brewer and head ofproduction David Holmeswas asked to produce thisarticle on the chemicalaspect of hops in beer in the CAMRA publicationWhat’s Brewing. Here heexplains that when the hopsare added is every bit asimportant as which hops the brewer chooses.

Most ale-lovers understand thatthe addition of hops to a brew is whatgives a beer its bitterness. But that’sonly part of the story.

Knowing which hops to choose,when to add them and in whatquantities can make a huge differenceto the end result, turning a chemicalreaction into an art form.

The humble hop, Humulus lupulus,is a one-stop chemistry set for thebrewer, containing well over 1,000complex compounds in the form ofresins and essential oils.

It is this variety which gives beer itscomplex aroma and flavour, and presentsthe brewer with both a challenge and anopportunity: to understand the parametersof each hop variety and to hand-craftthe special character of each ale.

The addition of hops has anantibiotic effect that favours the activityof brewer's yeast over less desirablemicro-organisms and balances thesweetness of the malt with bitterness.

The ales we brew at Faversham aredistinctly bitter – and that’s down to thegenerous use of hops. Drinkers tastebitterness on thousands of receptors atthe back of the tongue (taste buds toyou and I) and that’s why beer is best“glugged” down the throat rather thanslurped, as you would wine.

Brewers have developed alaboratory test to measure the level of bitterness. Lagers generally have abitterness level of 16 to 21 but most of our ales range from 32 to 44 in thebitterness scale. It takes real skill toblend this level of bitterness into agreat-tasting beer.

Hops such as our favoured Target,Admiral and Pride of Ringwood containhigh levels of alpha acids, about 8 percent to 15 per cent by weight, and area key tool in developing bitter flavours.

Other hops such as Goldings, Fugglesand Saaz have lower levels of alpha acids(about 5 per cent) and are chosen fortheir essential oils, which give the beerdelicate aromas and flavouring. Forinstance, myrcene oil gives a spicyaroma, limonene a citrus smell, andgeranoil a floral note similar to geraniums.

Thus each hop variety can boast a range of attributes, such as:

• Goldings: citrus sweet, lemon, floral, violets and apricot

• First Gold: rich citrus, orange peel,dried apricot

• Target: marmalade, pepperygeranium, orange

• Challenger: full fruit palette• Fuggles: earthy, grassy, sensuous

Choosing which hops to use isonly part of the story. Hops can beadded at different stages, dependingon the effect you wish to achieve onthe character of the beer.

This will vary depending onwhether the hops are added at thebeginning of the boiling stage (kettlehops), late in the boiling stage (latehops) or added to the cask (dry hops) –or, in the case of our 1698 CelebrationAle, all three!

Addition of kettle hops at theboiling stage changes the alpha acidsinto iso-alpha acids, creating a bitterflavour. However, boiling by its natureflashes the essential oils up thechimney and these are lost to the beer.

Late hopping means adding aromahops five to 10 minutes from the endof the boil. This is late enough for mostof the essential oils to be retained inthe wort and for their flavours andaromas to remain in the beer.

For instance we add East KentGoldings at the end of the boil toachieve the distinctive citrus notes inWhitstable Bay and a combination ofGoldings and Cascade hops to give thegrapefruit flavours of Canterbury Jack.

Dry hopping usually means ahandful of hops added to the cask butcan mean their addition any time afterfermentation. This allows the complexoils to infuse in the beer and to lend ita distinctively hoppy aroma and flavour,a technique used in the brewing ofbitters such as Spitfire and Master Brew.

Like any plant, the nature of the hopand thus the compounds it produces,rely on its growing conditions andwhen it is harvested.

Hops thrive in temperate climatesand in loamy, deep, well-drained soil.They also require long days of summerlight to flourish and that makes threeBritish counties ideal for their cultivation:Kent, Hereford and Worcestershire.

Harvesting takes place eachSeptember. The cut hops have their stalksand leaves removed and dried to 10 percent moisture in oast houses before beingpacked into foil-wrapped “hop pockets”to keep them fresh for the brewer.

Fresh hops, with their infinite variety,are the key notes in the symphony offlavour, the understanding and use oftheir chemical properties bringing realart to the science of brewing beer.

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Head brewer Stewart Mainis planning an extensiveprogramme of limited editionales for 2009, making full useof Faversham’s pilot brewery.

He hopes to reprise some successfulbrews from last year, such as Dragonfirefor St George’s Day, Jack in the Green forthe Hastings May festival, and WhitstableOyster Stout for the Whitstable OysterFestival, as well as experimenting withnew styles and flavours.

Old Faversham Dark, a 3.5 per centabv dark mild, revived a glorious tasteof the past, and it was so well receivedthat Stewart plans to brew the authenticrecipe twice a month.

New ideas include bespoke beersto celebrate Father’s Day and Halloween,and possibly a double IPA usingAmerican Simcoe and Centennial hopsto mark US Independence Day.

Other delights mooted include aharvest festival ale, containing barley,wheat, rye and oats, a full-bodieddouble stout, a chestnut “Old English”ale, and a wheat beer, using lager maltand malted wheat, flavoured withcoriander and orange peel.

The microbrewery will continue to brew special ales for beer festivals.Recent successes include Essex Honey,a favourite at the Rochford Beer Festival.

Scotsman Stewart also brewedBurns Extra Special to mark the 250thanniversary of the legendary poet RobertBurns and revealed his romantic side,pairing rose petals and passion fruit tocreate Heart Warmer for Valentine’s Day.

Busy year ahead for pilot brewery

Stewart Main brewing Heart Warmer

Tom Falcon, production and distribution director atShepherd Neame, is keen toimprove the brewery’s greeninitiatives. In this edition ofMaster Brewer, Tom explainsthe latest developments thathave seen the company becomethe first brewery to attain full accreditation for the ISO14001 environmental standard.

“At Shepherd Neame we are veryconscious of our impact on the environmentand pride ourselves on green initiativesand sustainable production methods.We continually look for ways to reduceour consumption, our waste andminimise our carbon footprint.

“Over the last five years the breweryhas undergone an extensive modernisationprogramme and has invested in energyefficient methods of production that notonly benefit the environment and savecosts but also improves the quality andconsistency of our product.”

Brewery investments“Recently the brewery has installed

the second PDX unit into the brewhousemaking us the first brewery in the UK to use the system permanently.Previously we spent £75,000 a yearheating the wort, now that cost hasbeen reduced to £35,000. By injectingsteam directly to the wort in-line, thenew PDX system has increased energyefficiency by 46 per cent and reducedour water consumption considerably. The new PDX also minimises productwastage as the beer will no longer charas it does in traditional wort boilers.

“Another development is our newstate-of-the-art bottling line that opensin mid-April. This ultra-modern machineworks much faster and enableschangeovers from one product toanother at the press of a button. Thiswill increase our productivity as welland saving energy, water and beerlosses. As part of this project we willbe moving from the more traditionalmethods of tunnel pasteurisation to

flash pasteurisation. This will help our beertaste fresher as well as significantlyreducing our energy consumption and water usage.

“The installation of a new 30 tonneCO2 storage tank to replace the smaller10 tonne tank has reduced the numberof tanker deliveries to the brewery from112 per year to only 30, reducing ourcarbon footprint. We are also lookingat CO2 recovery technology so we cancapture the CO2 produced naturally inthe fermentation process, then cleanand liquefy the gas to make us largelyCO2 self sufficient as well as reducingour emissions.”

Logistics “We have invested in a new route

planning system that has seen ourannual mileage decrease considerablyalong with our carbon footprint. In addition we have invested in new fuel-efficient HGVs that run onbiodiesel and operate well below theemission limits set in Greater London.

Production and Distribution Director Tom Falcon

Working smarter

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If you’re looking for aninspiring location for yourevent then why not makeShepherd Neame’s historicbrewery the special venuefor the day?

Weddings and conferences havebeen held in its brew house and newly-refurbished visitor centre since March2007, providing a unique venue in theheart of the medieval market town ofFaversham, Kent.

The brew house, whichaccommodates up to 50 guests,features a stunning stained glasswindow, depicting Kentish hop pickingand brewing, as well as a traditionalwooden mash tun, nearly a century old.

The visitor centre has an attractive,15th century function room for up to 90guests with exposed beams, a superboctagonal crown post and magnificentbeer bottle chandelier.

The function room seats up to 70 delegates and for breakout groups,the museum meeting room provides amore intimate space. Here, organisers of conferences, seminars and officeaway-days can create original events in charming surroundings using thelatest technology.

The centre offers a full range of public address and presentationequipment including a lectern, aprojector and large screen, flipcharts, a laptop computer and a DVD player.There is also the option to incorporateactivities and team-building games:enjoy a tour of the brewery or a tutoredtasting session and test your palettewith our fun beer tasting challenge.

Companies can have the wholefacility to themselves, across two floors,with a fully-equipped bar and diningfacilities, and the chance to build yourown package of conferencing andactivities for one competitive price.

For weddings couples can makethe day special by arriving in one ofShepherd Neame’s vintage vehicles,having photos in the Brewer’s Garden,and being showered with hops insteadof confetti. And with exclusive use ofthe well-stocked, full-sized bar, it’s likehaving your own pub for the day.

Shepherd Neame has created amenu using the finest locally-sourcedfood matched to their range of award-winning ales and wines. The brewery canprovide a range of meals, from a fingerbuffet to a brewer’s platter or a threecourse meal, and there is also theoption to offer guests a tour of thebrewery between ceremony andreception.

Our beer experts can also host abeer and food-matching dinner and sendyour delegates away with bespoke“goody bags” comprising a range ofunusual beer-themed products fromour shop.

The brewery is welcoming a school trip aweek through its doors as teachers discoverthe benefits of taking students out of theclassroom to see how the lessons they havelearned are applied in the real world.

For younger students, learning about responsibledrinking at the brewery can form part of a PSHE (PersonalSocial and Health Education) course.

Students working in the fields of business studies andmarketing can also discover how a product is produced,distributed and sold in both home and export markets.Other tours deal with microbiology and health and safetyissues in an industrial environment.

The Visitor Centre hosts about 50 visits a year, mostlyfrom schools and colleges across Kent but also from SouthLondon, Essex and Sussex. Parties can vary from as few as12 to up to a maximum of 60.

Some groups are as young as 14 but most are aged 16 to 18. As well as schools, elements of the tour are alsorelevant to some college courses and the brewery hasplayed host to third year undergraduates studying thescience of brewing.

Visitor centre manager Graham Hukins said: “Wealways discuss visits with the organising tutor beforehandand tailor the experience to the age group of the studentsand the subjects they are studying.”

One of the most popularreasons for school groups to visit the brewery is thechance to see some of thebiology they have learned inthe classroom being used inpractice – a key part of the A level biology curriculum.

One of the tour guides is Visitor Centre Co-OrdinatorJessie Passmore, who joined Shepherd Neame early in2008. The 24-year-old has a degree in literature from theUniversity of Sussex where she earned spare cash as auniversity bar supervisor. She has also worked as a barmaidat a Shepherd Neame pub and has a wide understanding ofthe issues surrounding the responsible retailing of alcohol.

Jessie is a confident advocate of responsible drinking,having joined a panel of MPs, police officers and licenseesin a question time session at Abbey School in Faversham.

“We are not here to preach,” said Jessie, “but it isgood for students to learn the facts about alcohol and hearabout responsible drinking from someone nearer their ownage. I can relate to them because it was not so long agothat I was in their position and being faced with the choicesthey face today.

“It is also good for the teachers to take them out oftheir comfort zone – sometimes the same message can havemore value because it is delivered outside the classroom.”

Special eventsat the brewery

Trip to brewery can be aneducation for students

master brew

erpage 24

This year’s SpitfireTwenty20 club knockout tournament isgoing to be bigger and better than ever, giving club cricketersthe chance to win their way through to a televised nationalfinal and a top prize of a trip to Barbados.

The expanded regional tournament will feature twice asmany club sides from across the South East – up from 350 in2008 to at least 600 this year.

Once again, teams in the Shepherd Neame leagues in Kent,Essex, Middlesex and Surrey will fight it out for the chance torepresent their county in a grand finals day at a first-class venue.

But this year the winners will go head-to-head against thewinners of the East Anglian Premiership, the Home CountiesLeague and the Sussex League to become regional champions.

The Spitfire regional champions will take on winners fromthree other regions of the country in a national final run by theEngland Cricket Board at a first-class ground on September 28,televised by Sky Sports.

The victorious team wins a trip to Barbados, to take partin one of the island’s festivals of cricket.

Shepherd Neame will continue to supportKent county cricket this summer with Master Brewsupporting the four-day side and the Kent Spitfirescontinuing to fly the flag in one-day competitions.

Neighbours and rivals Essex will also take tothe field in blue Shepherd Neame branded shirtsas both teams seek promotion from the LV CountyChampionship Division 2.

At club level, the brewery continues to sponsorcounty leagues in Kent, Essex, Surrey and Middlesex.

Spitfire winnerscould be flying to Barbados

Pub player wins Holsten Export Darts Final

Published on behalf of Shepherd Neame by Edwards Harvey, The Mill House, Hollingworth Court, Maidstone, Kent ME14 5PPPrinted on 80 per cent recycled stock that has been awarded the NAPM and Eugropa recycled certificates

Professional darts player Steve“The Bronzed Adonis” Beatonwas the special guest at thefinal of the Export on the Ochedarts competition, sponsoredby Holsten Export.

Qualifiers from pubs and clubsacross the South East contested thefinal at the Tudor Livesey Social Club,Catford, South London.

Richie Buckle, representing theNailbox, Folkestone, won the £500 firstprize, with Steve Cook, from the AEISports Club, Gravesend, grabbing thesecond prize of £250.

Runners-up Paul McDine, fromthe Royal Hotel, Sheerness, and DeanMasey, from the Warren, New Romney,went away with £125 each.

Shepherd Neame sales andmarketing director Graeme Craig said:“The Export on the Oche competitionbrings together pubs and clubs fromacross the South East in friendly competitionand rewards the region’s top amateurswith cash prizes and a great night out.”

(Left to right) Richie Buckle and Steve Beaton.

Sport

Supporting cricket fromcounty to grassroots