Craft Beer World caught up with new Manchester craft brewery Tweed to find out about their focus on lower strength beers and the joys and challenges of launching a new outlet in the North.
Can you give our readers a little info on Tweed’s background?
Sure no problem. Well, the idea of Tweed all started over a pint. Myself, Dave and Anthony were all sat around talking about how session beers were so boring and samey. We all pointed out that if you wanted something quirky and tasty you had to start moving into the 5% plus beers which we weren’t really into.
Anthony being a commercial brewer by trade said that session beer doesn’t have to be that way and went on to say that it’s all usually bitter and dry is because the customer in the pub wanted that… usually male drinkers.
We sat around and said that beer should be for everyone, men and women and also appeal to a younger drinker. Anthony went on to say that it’s very easy to keep a beer sweet and tasty and eradicate the dryness and bitterness.
And that’s really where the foundations of Tweed were laid. A brewery that was hell bent on reinventing the session beer.
Why have you chose a strategy that focuses on session rather than high ABV beers?
We think a big thing that breweries miss these days is the saleability of beer and focus to much on how to make the strongest, quirkiest beer they can.
We want people to be able to remember drinking a pint of Tweed in the morning without the horrendous headache but also to be able to enjoy our beer whatever the occasion is, whether it’s a quick half after work or a mammoth ale trail session.
Tweed is for everyone and we reflect that in our ABV’s.
What trends led you to shape your brewery’s image and outlook? How was your name and branding conceived?
Tweed was set up to be ‘A New Take On An Old Tradition’ we weren’t inventing anything new, just reimagining them. So to do this we need a brand that would be timeless and be recognised by old and young aswell as fit the image of the local pub to the 5 star hotel.
We wanted something quintessentially British and something that would scream quality without secluding it’s self to one type of customer.
Why do you think your beers have made good inroads into outlets?
I think it’s quite simple really, we brew really good, tasty and consistent beer and market ourselves and our customers very very well.
Our branding also ticks the boxes for most bar managers that are under pressure to maintain a certain image for their outlet.
We’re a one stop shop really and I think we’re quite good at it.
How healthy is the Manchester craft beer scene at the moment, in terms of brewers, bars and enthusiasts?
Manchester is thriving at the moment, it’s really booming with breweries, bard and bottle shops so I would say it’s very healthy.
However, I think Manchester is somewhat responsible for the common beer snobbery every brewer, bar owner, craft drinker will know about.
Due to the influx in all things craft, people have taken it upon themselves to try and establish themselves as somewhat of a beer god and started to turn beer into an exclusive group rather than catering for everyone and every palate.
Beer is for everyone and every palate. Something we constantly preach.