Matthew Clark launches 80-strong Boutique Beer range

By Erin Smith

Published: 22 July, 2014

Matthew Clark will today introduce a new range of 80 different beers to cater to on-trade's fastest growing category.

Its Boutique Beers range will be unveiled to the trade today in London at the first beer only event held by Matthew Clark. The new dedicated range indicates the growing importance of the beer category to the on-trade. Matthew Clark has seen the number of outlets taking on craft beers increase by 28% over the past three years.

"We're really excited to be able to offer our customers such an extensive range of Boutique Beers in differing styles and from many different countries," said Kathryn Chabowska the buying and product controller for beer at Matthew Clark.

Today's event includes a masterclass in beer and food pairings, which will be hosted by Melissa Cole, one of the UK's first female beer sommeliers and educators. The event will showcase 50 different beers from the new expanded range. As well as offering several different food options to try.

Chabowska added: "We're confident that our launch events will highlight the food matching capabilities of our beer range as well as providing us with the opportunity to communicate our full support package to our customers."

The new range will be heavily focused on US and UK producers including Brewdog, Harviestoun, Flying Dog, Founders, and DNA. Matthew Clark has also linked up with Duvel to offer customers a rotational font on six Belgium beers.

Craft beer has taken off in the UK on-trade in the past few years. Last year, on-trade food and drinks consultants, CGA Strategy released its first total market view of craft beer performance in the GB on-trade, quantifying sales worth an estimated £225m with growth of 79% for the 12 months prior to the report being published. The report audited all 5,000 beer brands within the UK and said craft beer at the time accounted to 74 million pints being sold in the UK on-trade per year.

"With the modern day discerning yet fickle consumer it is vital that outlets look at their range, offer choice and the invitation to experiment. Craft can play that role and rotating them can keep the offer fresh. Craft has been a source of much debate over recent months, illustrating the interest the category holds. Consumer affinity to the category stems a thirst for discovery and an experience that they can introduce to their friends," said Phil Tate, CGA's chief operating officer.

For more information to register for today's trade only event in London visit Boutique Beers.

Matthew Clark will holding the event at the HMS President in London from 3pm-9pm.

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