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Tony Jones on craft beer

March 3, 2010 by Editor

 

Name:Tony Jones
Title: Chief Brewer – Malt Shovel Brewery
Annual output: 4.74 million litres*
Web:
www.malt-shovel.com.au

The craft beer market in Australia is flourishing and, based on recent trends, I believe it will continue to go from strength to strength.

In my view, the key question in relation to defining craft brewing is: “Do the brewers have the mandate and freedom to make unique craft beers?”

At Malt Shovel Brewery, the answer is most definitely yes. Our brewers have complete independence and freedom and are able to deliver a portfolio of craft beers, each of which has been created with the needs of our loyal drinkers firmly in mind. Over the years we have released a number of small run, limited edition craft beers including James Squire Hop Thief, James Squire Pepperberry Winter Ale and James Squire Sundown Lager. The latter was so popular, consumers convinced us to make James Squire Sundown Lager part of our permanent craft beer portfolio. This was a similar path to that followed by Golden Ale a few years previous, a beer which is now our biggest seller. We also continue to push the boundaries with regular limited releases under the Mad Brewers banner. These limited release beers are developed primarily to stimulate the market & test the reaction of Australian beer lovers. Adopting that ethos, of exploring new directions as well as showing reverence to classic styles from the past, is essence of what craft brewing should be about.

For our point of view the word craft, should also communicate something about the style of beer and the flavour it delivers to the Australian beer drinker. In essence we consider craft beers to be an important subset of the premium beer market and a step up from  mainstream in delivering flavour & innovation in flavour. From my contact with consumers around the country, I believe that is what Australian beer drinkers understand the word craft to mean, rather than any reference to the size of the brewery involved.

More on the definition of Craft Beer.

*Nielsen ScanTrack Data used to relate comparison. Does not reflect total output, but packaged sales.

Reader Interactions

Comments

  1. Jonk says

    April 4, 2010 at 9:13 am

    After buying it once the Hop Thief disappeared! Seriously disappointed… 🙁

  2. Mike says

    February 19, 2012 at 4:12 pm

    Hi Jonk,

    you should have bought a carton. Having tried all of the JS and Mad Brewers limited releases I now ensure that I always purchase a carton, in anticipation of a great brew. The very nature of Hop Thief is that it is a different brew every time it is released to trial different hop varieties and to create exciting hoppy beers. It is always fun to sit back and await the next instalment, and as Tony said those that prove successful often become permanent family members (Golden Ale, Sundown Lager, 150 lashes pale ale). I also keep a bottle 2 to see how well they age. Anyway keep enjoying beers!!

Category: Features Tagged: craft beer, James Squire, Malt Shovel, Tony Jones

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