Wiltshire brewery Wadworth is targeting the London market to increase its distribution to pubs in the city to capitalise on the craft beer trend.
Wadworth has appointed Simon Tomkins as London key account manager as part of the “ambitious plans” to bring its heritage ales to pubs around the capital.
“Craft ales are the beers of the moment, but it is a mistake to think that only recently established breweries brew them,” Tomkins said.
“Wadworth have been brewing the best quality ales in Devizes for over 125 years and this heritage and experience should not to be taken lightly. Brewing is indeed a craft and it takes years of experimentation with different ingredients and methods to get the best results. Great brewing heritage equals great beer. It’s my job to get this message across to London publicans.”
It is now a listed supplier for guest ales at more than 60 of Mitchells and Butlers Nicholson pubs in London as well as a number of freehouses, which Tomkins intends to build upon. The brewery is targeting a client base of fashionable, high volume sites with a reputation for quality.
“With many pubs rotating beers very quickly to satisfy the trend for ’the next’ craft beer, the danger is that quality can suffer. At Wadworth we concentrate on creating innovative beers that deliver on taste and consistency and so pubs can ensure they offer quality as well as originality. GM’s are seeing the importance of having a mix of interesting but still sessionable beers on the bar and being well established we can also offer solid support to bars and retail groups which is an important factor if you are running a business and want a dependable supplier”.
