The Craft Beer Clan is a marketing effort aimed at boosting sales of its members’ beer, focusing at first on emerging markets in the Far East, but also with point-of-sale promotions run in UK convenience stores supplied by one of its principal backers, wholesaler J W Filshill. The alliance is run by a group of mostly ex-Diageo consultants, with the best-known face being Chris Miller, formerly of Caledonian and Harviestoun. We learn:
The Craft Beer Clan of Scotland have gathered humbly with a simple quest: to enjoy and share the finest Scottish craft beer with the world.
Our mission is to team up with Scottish brewers and partners, who wish to join us in our quest to introduce the great flavours of Scottish craft beer with new drinkers around the world. Drinkers who value quality over quantity, who seek out new and interesting flavours, and are never satisfied with the ordinary.
The breweries signing up to be involved in this – currently 19 are listed on the Clan website – range from tiny Jaw Brew through heavy hitters Inveralmond, Fyne and Williams Bros right up the scale to Heineken-owned Caledonian and lager behemoth Tennent’s.
Even though its core products are in long-term decline, with volumes slowly slipping year after year, Tennent’s still brews more than half the beer drunk in Scottish pubs. If they’re a craft brewer, then so are all the others smaller than them.
I am sure this will wind up many “craft beer” enthusiasts – for most of whom Tennent’s is the devil incarnate – tremendously, which is a very good thing.