Could we be reaching Peak Craft Beer?

In a food and drink area experiencing extreme heat, I recently investigated whether we're reaching the peak of a trend, or are in fact nowhere near the top. 

Long championed among Ireland's craft beer makers is the 10% of the US beer market that small craft labels have captured. Personally I love craft beer. But many Irish drinkers express a "done with that" attitude to the trend. So how is it really progressing and can it be ever upwards?

Recently I went along to a beer tasting seminar hosted by Liquid Curiosity in Dublin to meet brewers, taste beers and gauge the energy of new entrants to craft beer.

So what is a beer seminar?

Firstly there were about 25 people there – from the hospitality industry, brewers already in business, people wanting to set up a craft beer company and amateur enthusiasts. Tutor Jacqueline Steadman from Australia gave a basic introduction to different types of beers – pale ales, pilsners, stouts and what they are made from - hops, malt barley etc.

We sampled Irish beers and ciders in the main like Galway Hooker and Cockagee Cider from Slane but also more unusual products like cherry beers and a French Geuze formed with lots of lactic acid which tasted a bit like old socks. This was so deliciously on the verge of both disgusting and incredibly good that the only reason I pushed it to one side was it's incredibly high alcohol level at 8% APV.
 

The participants tasted the beers and discussed their characteristics. On each tasting sheet provided, beers were marked on colour, taste, the head, alcohol level, integration etc. Everyone really enjoyed tasting, commenting and getting to know new beers. There was lots of craic, plus a delicious lunch by Mourne Seafood where the seminar was held.


And there's not just energy and enthusiasm in the sector. The hard figures show huge growth.
From a handful of companies brewing before 2010 there are now over 80 Irish craft beer brands. Here's the question – how many more breweries can Ireland support? Craft beer here occupies between 1 and 2 percent of the beer market. In the United States their 10 percent hold has the big guns directly blaming craft beer for declining market share.

Budweiser volumes have fallen in the U.S. from nearly 50-million-barrel peak sales in 1988 to 16 million barrels last year. Light beers and craft beers have been the biggest factor in this decline, with younger people in the US staying away from what seem like old fashioned brands A recent study published by WSJ found that 44% of drinkers aged between 21 and 27 have never tried Budweiser. Sorry Clydesdales. You may be cute but you're also ageing.


So on paper there is still huge space for growth in Ireland – in other words to take Budweiser, Heineken and Guinness drinkers away from those brands onto craft beer brands. However it’s not as simple as that. Many Guinness drinkers simply like Guinness. Some craft beer drinkers are occasional beer drinkers who may not switch wholesale to one brand but try many and not be loyal to any.
Another remaining problem is that many bars particularly outside cities or foodie areas still do not stock craft beers. In some of the best hotels in Ireland I've asked for a craft beer and been looked at askance.

We also know that most of the Irish companies are very small and perhaps much of the appeal of their product is in their own local area or county. How many are going to be listed with the big supermarkets for example? Denise Murphy who manages the alcohol sector for Bord Bia points out that they are now directing craft beer companies more towards export. At so small a portion of the beer market here companies are going to have to look abroad to grow their output. It's not essential for survival but essential for growth.


Some drinkers are frankly sick to death of craft beer. And it's true that some products have been talked up. At the tasting seminar tutor Jacqueline Steadman who is an Australian wine maker opened a beer and pointed out a lot of what was wrong with it. There was plenty. We must remember that just because a beer says craft in front of it does not mean it’s excellent in every way. The term Craft Beer is also under fire in some territories where massive breweries make "craft" products and it’s been put forward by some publications that the term such be ditched.


Before the last budget in Ireland if you produced under 20,000 hectolitres annually beer companies got a tax rebate but that was then extended to 30,000 hectolitres. This was directly to benefit small craft beer companies very often situated in rural areas to grow, which is a very good thing. However it doesn’t stop companies calling themselves craft beer producers who produce far above this level.


There has been controversy in particularly the US where craft beer producers are often massive companies the size of Diageo. And even some craft producers say it’s better not to have a classification at all.


Having observed craft beer grow from so little in Ireland it's been an exciting and interesting journey to report on. I've interviewed and featured beer producers from Galway, Dublin, Donegal, Cork, Leitrim and Monaghan. I would characterise the sector at this point as being in its second phase. The stage where a community regroups, reflects upon itself and competition usually gets tougher as the marketplace gets more crowded.


Bright futures aren't a given for all these companies and it's worth noting that breathlessly championing every single product is a mistake. Ultimately craft beer offers the consumer more choice as the big international brands have had a stranglehold on the beer market for decades. That's a good thing, but perhaps is also viewing craft beer as no longer the food and drink baby needing kisses and love but a juvenile with a bright future, and challenges yet to take on. 

@campbellsuz on twitter

Basketcase on trial - what I really feed my family

This piece appeared in The Irish Independent last week. The editor and I felt it was important in the wake of the horsemeat crisis to talk about the ins and outs of buying meat products and a quick guide from the horses mouth so to speak (bahahaha) on what's healthy and risky in terms of processed food is what consumers want right now. 

I feel that telling people only to buy organic or local food is not where its at, or something that most peoples income allows for. My grocery shop for my family of four is a mixture of the two - buying both local and supermarket products, and cooking really simple dishes that don't break the bank. All of us have been rattled by the horsemeat story and are shopping more carefully. A Which? survey in the UK shows substantial loss of confidence in the safety of processed meats. While 9 out of 10 customers felt supermarket food was very safe to eat before the crisis, the number has now dropped to 7 out of 10.Have a look and let me know if your food strategy has changed in the wake of the horsemeat crisis.    

Irish Independent 9th March 2013

Food Writer Suzanne Campbell - "What I really feed my family"

“Are chicken goujons safe to give the kids?” These are the sort of questions mothers ask me, especially since the horsemeat crisis began in January. As a food writer the story didn’t take me by surprise. I live in the countryside and keep horses; one which was destined for a meat plant before I gave it a home.

Over the past weeks I’ve done countless interviews for Irish and European media on the issue and in a bizarre twist, conducted a live radio piece on horse burgers while exercising my own horse. For me, horsemeat was the perfect storm; the under-regulated horse trade exploding into a Pandora’s Box of horrors for consumers. In 2009 I had spelled out these fears in the book “Basketcase: what’s happening to Irish food?” co-authored with my husband – journalist Philip Boucher-Hayes. Then as now, our warnings about the real cost of cheap food fell on deaf ears.

I’m a journalist and the mother of two young children so I also put a family meal on the table every day. Living in the Wicklow hills may be the foodie dream and I go to a lot of swanky food events but our home menu is far from Masterchef. I don’t spend a lot of money on food, I just keep things simple. When people ask me is something safe to eat, I’m honest. There are some foods I just wouldn’t eat and some surprises that I would. 

Spuds, lamb, summer salad, wild garlic pesto. Fairly uncomplicated

You will never see a ready meal in my kitchen. One spaghetti bolognese I examined recently contains just 16% meat. Food “extenders” and “fillers” often make up the rest, adding volume and taste to sausages, burgers, ready meals and any amount of things in our trolleys. The reason? They reduce food manufacturing costs by 10-30%.

I understand why many consumers buy ready meals. As a working mum I often finish my day with cooking the last thing on my mind. I get round this by always having meals in the freezer. When I cook a chilli beef, ratatouille, curry, Irish stew etc I make twice the amount and freeze a complete meal. This is the key to avoiding take-away on the way home from work or dropping into the supermarket in a flap and coming out with a huge bill and still nothing for dinner.

Goujons - do they have a texture like jelly?

The aforementioned chicken goujons I simply don’t buy or eat. I peeled open a chicken goujon last week that looked like MRM (Mechanically Recovered Meat). MRM has a texture like sponge. It is not allowed at present in European food manufacturing but businesses get around the law by using the “Bader process” to make virtually the same thing – meat recovered from sinews and scraps from carcasses.

The safety issue for me is what’s used to congeal these bits of meat back into a palatable foodstuff. I don’t eat anything “re-constituted” that doesn’t have muscle texture, including turkeys or chickens at carvery counters that look like footballs.

After our RTE documentary “What’s Ireland Eating” aired many people approached myself and Philip with fears about ham. We showed a process where ham joints were boosted to a huge size by hundreds of needles pushing water and nitrates into the flesh. Processed meats, including hams and salamis have been linked to colonic cancer. Imported rashers and ham has higher nitrite levels (up to 20%) than are allowed in Ireland so I always buy ham with Bord Bia quality assured label.

Billy Roll - I don't go near it

Look for ham (even packed slices of ham) cut from the bone where you can see muscle grain. Likewise, jelly-textured cubed chicken found in sandwich bars, and deli counters. Even if it’s covered in a heavy “Cajun” or “Tikka” dressing; most of this chicken comes already processed from Thailand or Brazil and rarely made from fresh Irish chicken.

Ireland imports 2.5 million chicken breasts a week. Many of these have been found by the FSAI to be gas-flushed with CO2 to preserve them, on sale with incorrect use-by dates and could be up to ten days old from as far away as the Ukraine. Butchers are my first choice for buying beef but I don’t buy chicken in some butchers as many imported chicken fillets are sold loose on their counters. At the very least this chicken is stale. I only buy chicken fillets if they are Bord Bia certified (in supermarkets), free-range or if I’m flush, organic. 

This carrot and parsley soup takes about 20 mins to make

In our house meat is not a central part in every meal. I make a soup (curried carrot and parsnip, leek and potato) about twice a week, and yes, I add cream. This could be a dinner in my house. As is also scrambled eggs with tomato and basil, simple spaghetti with Irish mushrooms and pesto, cous cous or quinoa salad with mixed leaves, chopped peppers, cumin, olives and salami.

We’ve one child who is a great eater, the other one is more tricky. I adopt the French approach with children; mealtime choice is - menu A or menu A. Research show some foods like lettuce have to be offered up to 21 times before they are eaten; I put it in lunchtime sandwiches, it gets picked out. Then one day it isn’t picked out and eaten from then on. So don’t give up.

For my food shop I buy meat and vegetables from shops in my local village, spending about thirty euro a week in each. I buy store cupboard foods in one big shop about every three weeks in either Superquinn or Aldi. I know many Irish farmers who produce own brand product for Aldi. I also buy a lot of their imported foods like kidney beans, tinned tomatoes, chick peas, chillies, herbs and spices. Choose what has the least added ingredients and cooks well.

Remember, the more players involved in a single food product, the more likely it is to go wrong. Yearly I buy half a lamb from my neighbour butchered into joints ready to cook or freeze. At the weekend I buy sourdough bread, Kilbeggan porridge oats, Ed Hick’s rashers and eggs from the local farm shop.

My family food spend is under 150 euro a week, not counting wine or craft beer which I splurge on now and again. If I wasn’t partial to French wines and Irish cheese I would probably be the most healthy person on the planet.

So what can we do to eat safely and not pay out a fortune? Keep your food chain short and keep things simple. It takes work but shouldn’t break the bank. I dislike patronising advice to consumers to only buy organic or local. Find a place on the food and cooking scale you are comfortable with. Ditch Masterchef, take the pressure off yourself and cook with freshness to get taste.

Six foods I wouldn’t eat

Chicken goujons

Billy roll or any ham with a clowns face on it

Huge glossy chicken fillets in independent retailers or butchers often sold at discount

Chicken in a restaurant or sandwich bar – unless stated on the menu it is imported

Breaded fish including salmon, I stay away from farmed salmon and buy wild smoked salmon as an occasional treat

Brightly coloured snacks or crisps. McDonnell’s and Keoghs are pretty additive free.

My unexpected favourites –

Aldi’s Duneen natural yoghurt; I use it with everything; blitz with fruit for summer smoothies

Burgers – cook your own from mince or buy Aldi’s Aberdeen Angus 100% Irish beef; red meat is the best way to get iron into your system

Beans (without sugar) – unglamorous but a nutritious two minute meal heated on crusty bread

Smoked mackerel or herring costs about three euro a pack. Smashed up with crème fraiche and rocket makes a gorgeous topping on toast. Goatsbridge trout is so good eat it on its own.

Sodastream – invest in one. I drink two litres of sparkling water a day. Saved me a huge amount of cash and recycling of water bottles.

My food and drink picks for March - try Brad and Angelina's wine, La Rouge and Mount Juliet for starters

La Rouge in Cabinteely

This week is all about horses for me with the Irish dominating so much of the running over at Cheltenham. 

But in the food world, seasons roll on and new restaurants open. We have seen some great Dublin and Galway restaurants close in recent months but happily other food businesses also open, become firm favourites with the public and new trends begin. Here is my This Edible Life column for March from The Gloss magazine - my monthly pick of food news from producers and restaurants. If I had to recommend one outstanding thing from this month its Sam Neill's Two Paddocks pinto noir - so gorgeous you'll want to take a bath in it.


This Edible Life 

As reviewers in New York wrestle to describe “New American” as opposed to “American” cooking, one of the restaurateurs behind “new Irish cooking” is finding great success with her Cabinteely venture La Rouge. Anne Marie Nohl of the well-loved Expresso Bar on St.Mary’s Road in Ballsbridge (dressed down celebs) joins a gathering of places slowly making the village a foodie nook.

Ed Hick's Bacon Jam

Alongside Urban café, South African influenced Pielow’s restaurant and the Spanish Las Tapas, La Rouge is easy-going but relevant with plenty of Irish dishes. As with Expresso Bar, Sunday brunch is a big attraction featuring Eggs Florentine, seared kidneys and brioche. The “La Rouge Big Breakfast” boasts sausages by Proper Butcher and food obsessive Ed Hick. For more Man Food, try Ed’s Bacon Jam made with honey, coffee and baco  from Hick’s Butchers in Dun Laoghaire and many delis. My husband is obsessed.

Mount Juliet estate

Talking of butchers good and bad, amid covering #horseburger I grabbed a few days at Mount Juliet in Thomastown (doing two radio interviews in the car en route). Binning the phones, the thick Georgian walls give rest and quiet like no other, and the food at The Lady Helen gets better and better. These are stunning plates with great sourcing; I’m sure I saw the pheasant I ate giving me a wink earlier on the avenue.

In the wine world actress Drew Barrymore tells us she is so in love with Pinot Grigio she’s decided to produce her own, Whether it will beat Brad and Angelina’s Chateaux Miramar Cotes des Provence is yet to be seen. Unlike most Pinot Grigios, I found  Brangelina’s white Cote des Provence had a surprisingly full-bodied spank, and a good story for the dining table.

Drew Barrymore

Their wine is stocked by Garry Gubbins at Red Nose Wine in Clonmel, who supplies the horsey set with finds from hobnobbing around fancy-pants estates. He also sells the actor Sam Neill’s gorgeous Two Paddocks pinot noir. Another independent wine treasure is The Parting Glass in Enniskerry owned by the lovely Dom Price, with sweets and goodies on the counter (he knows my type). Others are Gabriel Cooney’s On the Grapevine in Dalkey, Curious Wines in Cork and Cases in Galway.

If you’d like to know more on food and wine pairings, Mary Gaynor in Thomastown Kilkenny runs a lovely wine course open to trade and the public http://www.wineacademy.ie.  In Dublin, Ely’s Big Tasting is on the 22^nd of this month with wine, Irish beers and ciders, Sheridan’s cheeses and organic beef from the Ely farm (yes there is such a thing). Basically, if you don’t want to drink you can just eat.

Kilruddery House

For a Spring shot of the outdoors, Kilruddery Farm Markets start again on 31^st March and every Saturday thereafter; foods for the larder, fresh coffees and great for letting children let off steam. It was here I first began buying Corleggy Cheese from Cavan. Despite being one of the earliest cheesemakers in the country, Silke Cropp’s cheeses from the edge of Lough Erne were new to me. Crackers, chutney, grapes, Corleggy, Two Paddocks… nothing better

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Irelands only wine, double entendres aside

I went onto RTE radio yesterday (The Mooney Show) to natter about David Llewellyn's Irish wine. I ended up saying "So I met up with David and he took me down to his tunnel to look at his grapes". The production team were hysterical, I wasn't. Apart from that clanger it was a nice item about what is essentially a novelty wine but Dermot O'Neill the gardening expert added to the discussion saying by that many more of us might be producing wine in future years as the climate warms. I'm on for that, it would definitely cut our wine bills.

Wine making in Ireland might seem a little bit far fetched, but various people in the past have produced wine in very small quantities - particularly those in the South and South West of the country who have been growing grapes or buying grapes and making their own wine for their household, a bit like home brewing I suppose, but few of these wines have been commercially available until now.


Climate is key to producing wine but interestingly the grapes themselves have a lot of importance in terms of climate. The development of varieties in Germany and particularly the South of England has led to vines that do well here providing the summer temperatures don’t plummet. It's been 20 years since David Llewellyn planted his first vines after returning from working in the wine business in Germany. He calls our climate “challenging” – a very polite term, and he’s spent a long time experimenting with what might work in this climate and has a couple of different varieties of vines growing on the farm.


Last week I went out to his farm to record the radio piece. Disappointingly the vineyard doesn't look anything like the beautiful stepped terraces of Northern Italy or the huge level hectares of vines that you see in Southern France. Because it’s Ireland, David has his vines in plastic tunnels (don't go there) to protect them from the damp and disease. At this time of year the grapes are a smaller version of a table grape, so about the size of a marble. The grapes are incredibly sweet and melt in your mouth which is the surprising thing, but it's that sweetness which is essential as its fermeted sugars which produce alcohol, therefore no big sweetness, no wine

Between now and the end of September the grapes will ripen then they are brought to a little machine that crushes them and takes the berries from the stalks, the stalks are quite bitter and need to be separated. Then that pulp is taken out, put into a press and pressed through cloth under pressure and then that juice is fermented into wine.

Like the general rules with wine, David bottles the whites sooner - in the spring after their harvest, but the red takes a year to two years to be ready. He sometimes adds sugar to bring up the alcohol level from about 10 to 12%. He produces a Sauvignon Blanc, a Rondo Regent, and a Cabernet Merlot. I've tasted the Cabernet Merlot and it is surprisingly good, a little young if you like, with no huge depth of flavour but it's a light fruity red wine and for people not fond of big heavy Merlot flavours this might be a nice alternative.

If climate does warm in future years we could see some farmers entering the wine business but really it's hard work to do it in Ireland and you need good knowledge of viticulture and be passionate about wine. But there’s no reason why anyone couldn't start a few vines and produce your own wine for drinking at home, and it could save you a bit of cash. Lusca wines are expensive – 38 euro a bottle, though he does half bottles as well. If you're looking for wine at more value you will certainly find it but the idea of growing your own wine is hugely appealing - a bit like owning a chateau. But a few vines in tubs on the terrace? I think I'll try it, if all else fails they'll still look pretty.

The programme can be heard at -
http://www.rte.ie/radio/mooneygoeswild/archive/index.html