Selling British beer short on world stage

The old saying “Export or die” seems to be lost on the modern British brewing industry. I’ve just returned from judging in the Brussels Beer Challenge where more than 1,200 beers from 30 countries had been entered in a vast range of classes.

But there were more judges from Britain than there were British beers. Fewer than half a dozen UK brewers entered beers into what has become one of the world’s top, prestigious competitions.  Launched in Brussels four years ago, it has moved around the country and this year was held in Antwerp.

Beers came from as far away as Taiwan and Brazil – and the Brazilians proved the growth and spread of craft brewing by winning a number of prizes. What was galling was to see top awards for such quintessentially British styles as Best Bitter, English IPA, Extra Special Bitter, Brown Ale, Baltic Stout, Porter and Milk Stout going to, respectively, breweries from the United States, Malta and Italy.

Beer styles develop and spread their wings and it’s good to see British originals being taken up by brewers in other countries. But with a record number of producers in the UK today it would be good to see the quality of the beers brewed here getting greater recognition.

Congratulations to Butcombe, who won Bronze for Atlantic IPA, Sharp’s, Gold for Atlantic in the Light Bitter/Golden Ale category, Stringers, Gold for Dry Stout, and Joseph Holt, Gold for Humdinger Honey Beer. Many more awards might have gone to British brewers if they had bothered to enter the competition.

The impression given to judges and brewers from other countries is that the British have retreated to their island fortress and pulled up the drawbridge. At worst, it could give the impression of British arrogance, with no need to rub shoulders with beers brewed by Johnny Foreigner.

I reject that last possibility. I think the problem is more one of short-sightedness and not seizing the potential to sell bigger volumes on the world stage. Whatever the reason, British beer is being sold short and is not getting the greater recognition it deserves.

Next year, the beer challenge will be back in Brussels. It’s not difficult to get beer to the Belgian capital and I hope to see more British beers in Brussels in 2016.

Congratulations to the organiser of the 2015 Challenge. Getting so many beers and judges in one place is a daunting and demanding activity and it was carried out with great panache.

*At the Antwerp event, Tim Hampson, chairman of the British Guild of Beer Writers, and Roger Protz were made Honorary Knights of the Mashing Fork by the Belgian Brewers Association.