This article was originally published in the Winter 2024 issue of Hospitality Ireland magazine, in December of 2024.
As Beavertown Brewery ramps up its presence in Ireland, marketing director Tom Rainsford tells Hospitality Ireland about growth and change.
Beavertown Brewery has announced that two of its leading products are now available in 60 pubs and bars across the country, as the brewer ramps up its presence in Ireland.
Following a successful trial period in Dublin earlier this year, Beavertown Brewery has signed deals with 60 pubs and bars to make its Neck Oil and Satellite products available for Irish beer lovers in Dublin, with plans to roll them out in other major towns and cities in 2025. Neck Oil is Beavertown Brewery’s light and crisp session IPA, and Satellite is the brewery’s low-ABV super-session IPA. Both are now available to enjoy in pubs and bars including Hogan’s Bar, the Camden, Blackbird and PantiBar.
“Ireland has been a happy home for Beavertown Brewery since we first introduced our products here this year, and we’re excited to bring our beer to more punters across the island over the coming weeks and months,” says Tom Rainsford, Beavertown Brewery’s marketing director.
“We know that the people of Ireland love to get together over a great beer, and that’s why we’re here. This is just the beginning for Beavertown Brewery in Ireland – watch this space for many more updates from us.”
To celebrate its growing presence in Ireland, Beavertown hosted its first-ever Irish pop-up shop in Dublin’s Temple Bar. The Beavertown Brewery Dublin Pop-Up opened on Eustace Street and featured live music performances, merchandise, and more. The event marked the company’s official launch in Ireland
Hi, Tom. Please tell us about the creation of Beavertown Brewery.
It all started back in 2011, on a 650-litre kit in a barbecue joint in De Beauvoir Town – also known to locals as Beavertown – in East London. Our founder, Logan, had been obsessed with craft beer for a while, but it wasn’t really something you could easily find in the UK at the time.
It was here that Logan met our now creative director, Nick, who worked there as a waiter, but used to sketch before shifts. Logan would brew the beer and asked Nick if he’d create the labels – and that’s pretty much how it all started.
We’ve expanded a lot since then, but we’ve always stuck to the core idea: make really great beer, push the boundaries, and be creative. The community we’ve built around the brand is amazing, too, and it’s something we’re keen to build out in Ireland now, too.
What changes have you seen in the Irish beer market over the last five years?
When it comes to beer, the big changes that we see are that people are being selective about the beers they are choosing to drink. This is driving the premium beer category, as well as people drinking less but better-quality beer – and, of course, the growth of low- and no-[alcohol] beers.
What are the main challenges at the moment?
The key challenge for the market is the cost-of-living crisis, with over six in ten Irish consumers feeling the pinch. This has resulted in Irish consumers going out to the pubs less often than [they did in] previous years, resulting in a challenge for the category as a whole here in Ireland.
What are the main opportunities?
The main opportunities are in brands being authentic and connecting with people in new and interesting ways, such as new experiences, like our pop-up shop, which we launched in Dublin a few weeks ago.
How have Irish beer drinkers evolved?
We are seeing people drinking less, but better. Although consumers may go out less frequently than before, when they do go out, they are open and willing to treat themselves to the drinks they really want.
How do you consider the rise in alcohol-free drinking?
It’s a small but growing market in Ireland, with consumers seeking to pace themselves on a night out or substitute their favourite tipple for a 0.0% equivalent when driving. Beer brands
are now offering more choice to Irish consumers, simply because that is what they are demanding.
Please tell us about Neck Oil and Satellite.
Let’s start with Neck Oil. It’s definitely our most well-known beer – it’s been a real game-changer for us. Neck Oil is a session IPA, and when we created it, we wanted to make something that was super-drinkable, but still packed with flavour. It’s got that classic Beavertown character: bold hops, citrus with a bit of passionfruit, with a 4.3% ABV Satellite is a bit different. This is our 2.8% ABV super-session IPA, and it’s quickly become a go-to for anyone who loves a lighter, low-ABV option with plenty of punch. This has flavour waves of floral and citrus fruits, and it is the perfect quencher to pull together a weeknight beer.
These beers are now available to enjoy in more than 60 pubs and bars across Dublin, and we have plans to roll out in other major towns and cities in Ireland throughout 2025.
Please tell us about your pop-up.
Beavertown Brewery soft-launched in Ireland in early 2024.
Over the last few months, we’ve been ramping up our presence here, and we wanted to celebrate our growing footprint in Ireland with a series of events at our first-ever Irish pop-up shop in Dublin.
Our pop-up shop, created with Dublin’s District magazine, opened in Temple Bar in October. Guests enjoyed Beavertown Brewery pints, met some of Beavertown Brewery’s new Irish crew, and got the chance to watch great live music and buy world-class, Irish-designed merch. Beavertown Brewery merch was also on offer, designed by the mastermind behind Beavertown’s iconic can artwork, Nick Dwyer.
Our pop-up events were a huge success and gave us the perfect way to celebrate our expansion in Ireland. The acts and artists were fantastic, and we enjoyed bringing people together over
a great beer.
What plans are on the horizon for the next year?
Two of Beavertown Brewery’s iconic beers, Neck Oil IPA and Satellite Super Session IPA, are now available to enjoy in more than 60 pubs and bars across Dublin, including Hogan’s Bar, the Camden, Blackbird and PantiBar. We’re planning to roll out in other major towns and cities in Ireland throughout 2025.
In a nutshell?
We’ve come a long way since launching in 2011, and we’re still dedicated to making really great beer, pushing the boundaries, and being creative. Our launch in Ireland is no different. We plan to roll Beavertown Brewery beers out even further across Ireland next year, and get our Irish consumers together to enjoy them in fun, experiential ways.
How many pubs are you in?
Right now, we’re in more than 60 pubs and bars in Dublin, with plans to expand across Ireland throughout 2025.
