Small brewer scores epic festival effort

When it comes to success in the art of beer making, brand recognition can mean everything, so the significance of winning a slot at a British ale festival dubbed "the world's biggest" is not lost on Kiwi brewer Luke Nicholas.

Over the next fortnight, the Poms will be sipping their way through 100,000 pints of multi-award-winning Epic Pale Ale after the 38-year-old was invited to showcase his brew at the International Real Ale Festival.

Epic's founder and head brewer has landed one of only six international taps at the annual event hosted by British pub giant JD Wetherspoon which he says could provide the company with the springboard it needs to maximise its potential.

"The Wetherspoon chain has 720 pubs and my batch will be selling in all of them overnight that's more than twice the number of outlets I can get into here," Mr Nicholas said.

"Of course, it's not just about selling the beer. It's about seeking publicity, pursuing potential avenues, exploiting brand recognition and putting Epic on the map something that's not easy back home."

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An ale of Epic proportions

It's a sad fact that one of this country's most highly awarded beers of recent times, Epic Pale Ale, is available from just 250 outlets. Soon, however, that number is set to quadruple to around 1000; but it won't be Kiwis benefiting.

The next Wetherspoon's International Real Ale Festival is scheduled to begin in mid-April and the good news is a New Zealand beer will be featured. Auckland brewer Luke Nicholas has been invited to travel to England, where he will be brewing a cask-conditioned, real ale version of his multi-award-winning Epic Pale Ale.

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Epic to be brewed in England for biggest ale festival

New Zealand’s top brewer Luke Nicholas will be one of only six international celebrity brewers at the ‘World’s Largest Real Ale Festival’ in Britain later this year. Luke, head brewer at the Epic Brewing Company, has accepted an invitation to fly to Britain and make a special batch of his multi-award winning Epic Pale Ale for the International Real Ale Festival.

The two week festival is run by giant pub company JD Wetherspoons from April 15 to May 4 2009. During this time, their 700 British pubs will sell more than 2.5 million pints of real ale. Over 50 cask ales will be available during the festival but only six will be made by international brewers.

Luke says it is a huge honour and opportunity to be selected to produce 100,000 pints of his hoppy Epic Pale Ale for the festival. “It’s the first time Epic Pale Ale will be served from a traditional cask which is tremendously exciting. It is also fantastic to have the chance to brew at the historic Everard’s Brewery in Leicester. This independent brewery was established in 1849 – just nine years after the Treaty of Waitangi was signed. It will be great to work surrounded by such history,” he says.

The beer will be brewed at Everard’s in mid-March before going on tap in April. Luke says he was invited because his signature Pale Ale is a world-class beer.

“Since launching in May 2006, Epic Pale Ale has won major beer awards and critical acclaim. Most New Zealander’s are only just beginning to discover the flavours I like to pack into my beer. It’s still quite unknown here but is gaining an international reputation as a ‘must-try’ New Zealand beer. International judges and experts that have tried it, hold it in high regard. Maybe brewing for the biggest festival in Britain will create a little profile and help Kiwis realise what they have on their doorstep!”

Luke has amassed a history of top awards for his beers over the last decade including the unique distinction of brewing the Supreme Champion Beer of New Zealand a record three times. He is raring to unleash his beer on unsuspecting British palates. “Another Kiwi brewery sent the Brits a pub. Epic is sending them the brewer. They won’t know what hit them!” Luke laughs.

Epic Brewing Company – www.epicbeer.com
Everard's Brewery - www.everards.co.uk
JD Wetherspoons – www.jdwetherspoon.co.uk