The LIDL supermarket made a big deal of its revamped beer offer back in 2015 and the Hatherwood Craft Beer Company range was its sly centrepiece.
We got given a box set of six by a friend — a cute package with numbered caps and tasting notes — which prompted us to give them some serious thought.
Initially brewed at Marston’s the beers are now produced at Shepherd Neame, although you probably wouldn’t realise that if you’re not a keen beer geek trained to ferret out such information. Hatherwood’s head brewer happens also to be Shepherd Neame’s, and the bottles are the same distinctive shape as theirs too. Alarm bells also ring for us when we see those carefully chosen words ‘beer company’. No-one is claiming this is a brewery, of course they aren’t, but how many consumers will pick up on that fine distinction?
Really, this is the beer equivalent of those fake farms — Ashfield, Rosedene, Strathvale — that the supermarkets started using on meat packaging a year or two back with the intention of jumping on the provenance bandwagon.
It would be better, and more honest, if these were clearly labelled as own-brand products, with the actual brewery named on the label.
So, that’s the first misdirect. The second is that the admittedly very lovely labels and the names of the beers suggest something that the product in the bottles does not deliver. Green Gecko, for example, is a perfectly decent example of an old-school, historically-influenced British-style IPA but is presented as if it’s a competitor to BrewDog Punk. Amber Adder is really a sweetish strong bitter. Gnarly Fox new wave lager (still made by Marston’s at their Wychwood plant, we think) is a perfectly OK golden ale but certainly not the aromatic, adventurous, hip beer the blurb pitches.
What is the thinking here? Craft beer is the buzz-phrase of the day so that makes sense, but why not then make the beer more like the kind of beer that people who are excited by craft beer are actually drinking?
The funny thing is it’s actually not a bad range of styles. The porter in particular, which we guess is the same as the one Shepherd Neame produce for other supermarkets, is pretty decent and in this case comes in a very welcome brown bottle. If these were presented as the traditional British beers they really are, and the box was marketed as a guided tour of traditional beer styles, it would be rather a brilliant thing. (Especially at less than a quid a bottle.)
It certainly made us think we’d like to see more six-bottle sets with manuals from retailers and breweries, e.g. an IPA box with examples of the various sub-styles, designed to help newbies understand how, say, Marston’s Old Empire relates to Cloudwater DIPA. Or a package designed to demonstrate the subtle distinctions between porter, stout, milk stout, double stout, and imperial stout. (The Bristol Beer Factory have kind of done this.) Six is a nice manageable number — an evening’s work for two people, with just enough points of reference to learn something.