Unique beers help Doncaster pub to keep ahead

Matthew Brettell, brewery manager at The Imperial Brewery Tap, on Cliff Street, Mexborough
Matthew Brettell, brewery manager at The Imperial Brewery Tap, on Cliff Street, Mexborough
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A Doncaster brewery manager says that providing pub-goers with unique beers is helping him keep ahead of the competition.

The Imperial Brewery Tap, on Cliff Street, Mexborough, brews its own beers and sells guest ales from local micro-breweries.

It offers four ranges of beer, as well as different speciality beer each week.

Matthew Brettell, brewery manager, said: “I do think making our own beer does help us to stand out from the competition. Some of the brews that we are working on now have never been done before.

“The costs of running a brewery are high, but to compete you have to invest. We see lots of positive feedback online about our beers and that makes it worth it.”

He said there has been a gradual increase in the number of customers wanting real ale in the last five years.

“I think people are just wanting a change, they want something new, something different from mainstream beers,” he said.

“We have seen an increase in younger drinkers, aged 21 and 30, asking for it.

“We sell our beers to some other pubs and also make exchanges with other breweries. Our beers are sold locally and also as far away as London and Edinburgh.”

He admitted that, like all other pubs, he still struggles to compete with the low alcohol prices offered by supermarkets, but is confident his unique offering will bring in custom.

“There’s no way any pub can compete with the low prices supermarkets offer, our licence just won’t let us do that. All we can do is be as efficient as possible in terms of our running costs and keep offering people something they can’t get in a supermarket – a friendly, safe environment to drink in and unique beers.”