Master

Spring 2013www.shepherdneame.co.uk

BREWER

While there is no doubt the market is currentlytough, these are exciting times at the brewery.We are reacting positively and with greatcreativity to the challenges posed.

Spitfire Ale has unveiled its first brandambassadors: comedy duo Armstrong and Miller,in the guise of their RAF pilot characters. We areworking together on a multi-media campaignacross TV advertising, PR, events and digitalmarketing. With such a perfect fit for the beer’sexisting and potential markets, I look forward tothe opportunities this partnership brings.

The launch of two ‘new’ beers (IPA and DoubleStout), based on historic recipes, has alreadyproved successful thanks to national supermarketlistings. Furthermore, Asahi and Samuel Adamshave busy summer seasons ahead.

Following our acquisition of the Royal Wells Hoteltowards the end of last year, the next phase inour estate’s development is to continue theupgrade of bedrooms. The Royal Hotel, Deal,has been extensively refurbished and the MarineHotel, Tankerton, is due to re-open this springfollowing a major improvement project.

It’s not just hotels that are being improved.A refurbishment at the Zetland Arms nearDeal will help us make the most of its stunninglocation, directly on the beach, with views of theWhite Cliffs. Community pubs the length andbreadth of our estate have also benefitted fromprojects that have created a high quality offer andbring out the distinct character of each pub: theNailbox and the Crayford Arms to name but two.

Jonathan NeameChief Executive@jbneame

READYFORTAKEOFF

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RECRUITSCOMEDYDUOARMSTRONG&MILLER

“So, deal with it, girlfriend”The brewery’s flagship brand has announced anew partnership with comedy duo AlexanderArmstrong and Ben Miller in the guise of theirRAF characters.

The pilots featured in their award-winning BBCOne comedy sketch show. They are renowned forusing street language and having stereotypicalmodern-day attitudes but speaking with clipped1940’s accents.

Continuing Spitfire Ale’s tradition of tongue-in-cheek British humour, the characters herald anew era for marketing the beer, which will helpit appeal to new and existing consumers alike.

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Storyboards were produced for each advert

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Backgrounds were added in post-production using computer graphics

The campaign will see the pair take part in TVadvertising and on-trade and off-trade initiatives,including the opportunity for licensees to win anappearance by the duo in their pub.

Brand manager Kate Maclean explains: “Our recentstrategy has been to build distribution of Spitfire acrossthe UK by working on initiatives such as OperationLandlord and Movember. That continuing work will nowbe supplemented by creating consumer demand, andbuilding sales through a national advertising campaign.

/spitfireale @spitfireale

Last minute makeup

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“In a challenging market such as this, it’s imperative –with limited budgets – that your brand stands out.The marketing department has pooled its resourcesto make this happen with little additional budget andit gives us great confidence to have such establishednames fronting the brand.”

A series of TV advertisements were filmed in January inpreparation for broadcast in the summer. Commentingon the announcement, Ben Miller said: “It’s such aperfect – almost obvious – fit. Our quintessentiallyEnglish 1940s characters, with their modern streetvernacular, echo the brand’s identity perfectly.”

Alexander Armstrong added: “We’re also really excitedabout our night at a pub. We’ll be charging 1940sprices; do a singsong and generally have great time.”

Originally brewed to celebrate the 50th Anniversaryof the Battle of Britain, Spitfire Ale is renowned for itscheeky humour across its marketing and advertising.Past campaigns have featured print campaigns withtaglines such as ‘Downed all over Kent, just likethe Luftwaffe’ and ‘No Nazi aftertaste’. The brand’strade activity has included givinga pub ‘free beer for a year’ and‘one year rent-free’ through itsOperation Landlord campaign.

Ben and Alexander on set

Reviewing the rushes with the director

Our quintessentiallyEnglish 1940s characters,with their modern streetvernacular, echo thebrand’s identity perfectly.

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Following hot on the heels of the brewery’saged beer, Generation Ale, Shepherd Neamehas launched two new beers. The brewershave deciphered coded, and long defunct,recipes from 19th century brewers’ logs tocreate a Double Stout and an India Pale Ale.

The recipes were originally written in codeto avoid their being copied and taken torival breweries.

Shepherd Neame first brewed a Double Stoutin 1868. The 5.2% abv beer is rich andblack with a robust hop aroma from EastKent Goldings. It delivers a velvety smoothpalate of dry, burnt flavours which arecomplemented by cocoa and coffee notes.

HISTORIC DOUBLE FROM BRITAIN’S OLDEST BREWERThe brewery’s India Pale Ale followed in1870, although this recipe is a versionfrom the 1890s. The beer’s style is rootedin the creation of a heavily hopped, highalcohol beer that would withstand therigours of arduous journeys to the colonies.At 6.1% abv, this IPA retains the strengthand character that is typical of this iconic,internationally renowned beer. ShepherdNeame’s India Pale Ale is hopped at threestages of the boil, with two varieties ofKentish hops – Fuggles and East KentGoldings – resulting in a deep golden ale,with spiced fruit notes and a distinctive,heavily hopped bitterness.

The packaging of these beers is alsotraditional, with amber glass bottlesembellished with the brewery’s 19thcentury logo on the label, neck and crownand designs inspired by imagery held in thebrewery archive.

Master brewer Stewart Main says, “It wasexciting to re-create this historic pair ofBritish ales and delve into the brewery’s richhistory. Something new has come fromsomething old and the resulting two beersare sure to become firm favourites both athome and abroad.”

Double Stout and India Pale Ale are part ofShepherd Neame’s Classic Collection andare available in Morrison’s supermarketsand online at www.bottle-shop.co.uk orwww.thedrinkshop.com.

Posting on Twitter, leading beer writerRoger Protz referred to both beers as:“Superb.”

The beers continue to cement ShepherdNeame’s credentials as a brewer ofspeciality beers, a position which is furtherenhanced by the continued success ofSamuel Adams Boston Lager which hasexperience significant success since itslaunch, particularly in exclusive restaurantsand hotels in London.

We source95%of the hops used inour ales from Kent

Asahi cocktail competition heat in Belfast

The Statoil Masters Tennis at the Royal Albert Hall

Thomas Enqvist sporting Asahi branding

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Asahi continues its programme of high profile events this spring and summer.Fresh from its support of the Statoil Masters Tennis at the Royal Albert Hall –featuring big names such as John McEnroe, Pat Cash and Thomas Enqvist –the number one Japanese beer now has a raft of events planned for thecoming season.

Continuing the tennis theme, Asahi will feature at The Classique at The Merein Liverpool in June. Meanwhile, the Asahi Cocktail Competition is currentlyscouring the UK for its leading mixologists, with the culmination of a grandfinal in June.

July’s exclusive events will include the Asahi British Beach Polo Championships atSandbanks, Poole, live music at the Lusty Glaze Sundowner Sessions in Cornwall,and fashion show El Divino Walk on Water in Belfast.

ASAHIMASTERSCOCKTAILS

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STUNNING VIEWS FROM NEW LOOK PUBBeachside pub the Zetland Arms, Kingsdown, is set to re-open after a£90,000 refurbishment by the brewery.

New licensees, husband and wife team Kerensa and Tom Miller fromSandwich, took over from former licensee Tim Cobbett who ran thepub for 35 years.

Kerensa said: “Tom and I are looking forward to offering a warmwelcome to the local community. We are planning to hold musicevents, themed nights and quizzes but before we confirm details,we’ll be asking locals what they enjoy.”

Tom’s mother Josie, who has more than 30 years’ experience incatering, will be cooking traditional favourites like fish and chips,and using local fish and seafood where possible.

The pub is in a stunning location, right on the beach where it enjoysviews of the east Kent coastline, flanked by the White Cliffs.

The Sportsman, Seasalter, hasbeen placed second in a list of the

Top 50UKGastropubsby The Publican’s Morning Advertiser

REFURBIS

New licensees Kerensa and Tom Miller

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The Royal Hotel has an enviable seaside locale

A high quality finish in the stunning bedrooms

HMENTSRELAXING RETREAT ON THE KENT COASTThe Royal Hotel, Deal, has been transformed by a fullrefurbishment and the introduction of a new restaurant.

Public areas and bedrooms have been entirely renovated and theexterior of the hotel boasts Kentish weatherboarding andtraditional sign-writing.

The Quarterdeck Restaurant boasts a menu brimming with localand seasonal ingredients, including a wide variety of fish andseafood dishes.

The hotel’s appeal was obvious to Lord Nelson and Lady Hamiltonwho paid frequent visits while the British fleet guarded the Kentcoast against Napoleonic invasion in 1801. Today, the hotel isperfect base for a seaside break, close to three leading golfcourses, historic castles and wildlife attractions.

A NEW LOOK FOR THE WILLIAM BOOSEYPub restaurant the William Boosey in Hatfield Peverel in Essexhas reopened with a chic restaurant and a mouth-wateringmenu following a complete refurbishment by The Blue Groupand the brewery.

The pub now offers a large choice of seasonal, locally-sourceddishes ranging from light lunches and sharing platters tothree-course meals. It also has a cosy bar and snug forrelaxed drinking.

Customers can choose from tempting plates such as Shetlandrope-grown mussels in white wine, thyme, garlic and cream,followed by a choice of Essex-reared Hereford steaks or calves’liver grilled on the pub’s signature cherry wood chargrill.

ANCHORS AWAY AT PUB SERVING COFFEE AND CAKEThe Anchor in Faversham is going above and beyond the traditional pub model byadding community services to its offer.

After a £70,000 matched investment refurbishment by brewers Shepherd Neameand new licensee Andy Martin, the pub – being managed by husband and wifeteam Grant and Natalie Ravenscroft – has opened a general store. It will also openat 8am daily, serving coffee and cake and tea and toast.

Licensee Andy said: “The Anchor is a wonderfully characterful community pub,the essence of which our renovation works have sought to preserve, while makingthe interior of the pub brighter and fresher.

REFURBISH

William Boosey dining room

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On average every pubcontributes£80,000to the local economyeach year

WELCOMING CUSTOMERS WITH OPEN ARMSA Crayford High Street pub has been given an £80,000 refurbishment asnew licensee Graham Hillman takes over.

They plan to restore its reputation as Crayford’s ‘original village pub’.Among his innovative plans is an interactive digital jukebox, which playsand stores choices from customers’ iPods.

Says Graham, “In the late1950s, when my parentsfirst moved to Crayford,the Crayford Arms wasthe local community pub.We’re keen to revive thisand, by working withShepherd Neame, restoresome of the pub’s earlyVictorian charm, plugginginto the local heritage andgiving our hometown areal ale, community pubof which it can be proud.

He adds, “In the past, I’ve been very involved in CAMRA, organising beerfestivals. I am passionate about real ale and music – two key elements thatI believe make a great pub.”

Customers enjoy the iPod jukebox

The Anchor, Faversham

MENTSFETCHING REFURBISHMENT AT THE NAILBOXThe Nailbox at Shorncliffe in Folkestone has re-opened after afour-week, £120,000 transformation by brewers Shepherd Neame.

Licensees Mick Wilson and Natalie Martin took over the pub in April.Mick said: “We now have an open bar area mixing the traditionaland the modern, which accommodates both our pool and dartsplayers and those who just want a quiet drink.”

The pub was unofficially known as the Nailbox for many yearsbecause of a nearby woodworking shop. Employees there said theywere going to ‘fetch something from the nailbox’ - a euphemism fornipping out for a swift pint!

SUNDAY ROASTS BY THE SEASIDEA £55,000 refurbishment has taken place at the Coach & Horses in the popular seaside townof Whitstable. The pub, which is in the heart of the town, has been run by licensees Gordonand Jenny Cooper for the last 17 years.

Says Gordon, “Our customers enjoy live music, including blues, folk, swing and jazz, mostFriday and Saturday nights, and then come back on Sunday for a Coach & Horses’ roast dinner.

“Our Sunday roast is made with locally-sourced meat and vegetables, and to follow there is alwaysa choice of traditional homemade puds such as bread and butter pudding or treacle tart.”

The traditional community pub, which dates back to 1693, has been completely refreshedincluding restoration of the wooden floor and redecoration inside and out. The courtyardgarden has been given a makeover using sleepers to create a breakwater feature in keepingwith the pub’s seaside surroundings.

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Opening night: regulars toast the refurbishment

Live music is proving an attraction at the new look Orange Tree

NEW CARVERY IS A CUT ABOVEThe Orange Tree in Wilmington (near Dartford) has new licensees –brother and sister team Nick and Pauline Hardy, and a smart newlook after an £85,000 investment.

The pub is offering a warm, family welcome as well as first-classroast dinners from the new Hardy Carvery and a dynamic livemusic line-up of musicians and solo singers.

Built in the 1800s, the Orange Tree is a quaint pub housed ina listed building. The exterior and its large bar area has beencompletely redecorated.

The brewery’s environmental credentials are being boosted onceagain. The Visitor Centre has received a gold award from theGreen Tourism Business Scheme for its sustainability practices.

Meanwhile, behind the scenes, an innovative project is takingplace that will help dramatically reduce water consumption.The installation of an on-site water recovery plant will furtherreduce the amount of water drawn from the well deep beneaththe brewery.

Head brewer Richard Frost explains: “Our well has never run dry– and we extract far less than we’re licenced to – but like anyresponsible business, we like to preserve resource where we can.This equipment will provide us with a long term solution thatwill recover and re-use around 40% of the water that currentlygoes to waste. That water can then be used as part of ourcleaning programme.”

ATTHEBREWERY –GOINGFORGREEN

OURROLE INTHECOMMUNITY

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Award winning beer and food tasting a the Visitor Centre

Angela Hartnett and Head Brewer Richard Frost

Chief executive Jonathan Neame has been named as one of fournew deputy lieutenants of Kent. The honours are awarded inrecognition of the recipients positive contribution to the countyand the nation.

Her Majesty’s Lord-Lieutenant of Kent, Viscount De L’Isle MBEsaid: “We welcome these new deputy lieutenants. They will bejoining an outstanding network of men and women whose roleit is to support the Monarchy and celebrate Kent, its uniquehistory and culture, serve its communities – and contributepositively to its future.”

JONATHANNEAMEDL

Renowned chef Angela Hartnett MBE (right) has visited thebrewery to find out about women’s role in brewing for part ofa BBC TV series.

For the second series of BBC Two’s Great British Food Revival,Canterbury-born Angela was hosted by head brewer RichardFrost, who coached her through a brew of Spitfire PremiumKentish Ale.

HISTORY LESSONFORCHEF