Siren sings the brews
BRITISH independent Siren Craft Brew is realising its sweet dreams this Valentine’s Day and beyond, with the release of a beer with a deep chocolatey twist and plans to expand its capacity and bar network.
After producing its first unfiltered batch eight years ago, Siren is now renowned for its imaginative flavours, quality ingredients and prolific brewing schedule, producing 100 beers last year.
Tropical, fruity Lumina is its most popular, but Siren’s range with six flagship ones making up the core, has been developed to suit all tastes.
“They are adventurous but drinkable and designed to be accessible, lure newcomers into craft beer, yet flavourful enough for seasoned beer fans to return time and again,” says Darron Anley, founder director with his wife Jo of the family business in Finchampstead, Berkshire.
“Staying independent keeps the focus on authenticity and the beer itself. Today’s customers want to broaden their taste palate,” he explains.
The business, listed in Waitrose and Morrisons, exports to 18 countries and forecasts a £7 million turnover this year.
“Lockdown inevitably hit sales to independent pubs and restaurants. So we changed our route to market, improving the website and aiming our releases at online sales,” says Anley.
“This allows craft beer enthusiasts and new customers to handpick the beers that most appeal to them for speedy home delivery and for us to introduce alternatives.
“With pubs at risk we had to take drastic measures. Our tap room was developed to enable customers to be close to the source. Now we’ve expanded the team there to do web order fulfilment and with the help of the furlough scheme have retained our 40 staff.”
Sales increased 1,200 per cent last summer as 9,000 new customers came on board. A £1.2million crowdfunding raise in 2018 enabled Siren to move into more sustainable cans and introduce nitro brewing, a bubble-based technique creating creamier beers.
While Siren takes inspiration from over the world and American hops predominate in its pale beers, there are plans to trial a new British variety, Jester. Collaborations with other UK firms to get the majestic flavour profiles and provenance remain at the heart of Siren’s operation.
For malt it is supplier Simpsons, while a stainless steel fabricator in Somerset provides quad tanks and processors and oak barrels come courtesy of Scottish whisky distilleries.
Now with £250,000 of new capital planned for this year, Siren is to develop its container yard for Covid secure service, set up a new silo and open two new bars by 2023.
After Shattered Dream makes its Valentine’s debut with chocolate from Willie’s Cacao, a honey lemon cheesecake flavour could be on its way. “Siren has a beer for everyone,” says Anley.