On Friday it was announced that Asahi had acquired the brewing wing of Fuller’s, subject to rubber-stamping, and we felt, frankly, gutted.
Jess, being a Londoner, took it especially hard, though not, perhaps, as hard as the person who runs the London Historians Twitter account:
With a few days to absorb and reflect we’re still feeling disappointed, despite commentary from those who argue that Asahi aren’t the worst, that it’s a vote of confidence of cask, and so on. It still feels as if someone you thought was a pal has betrayed you.
We know this is completely irrational, business is gonna business, and so on and so forth, but we kidded ourselves (or were seduced into?) thinking Fuller’s was a bit different.
Of course the signs were all there (the lack of respect for Chiswick Bitter, for example, in favour of anything they could slap SESSION IPA on) but there were positive indicators too – surely if they were going to sell up they’d have done it in 1963, or 1982, or… And why the interest in old recipes, in collaborations and so on, if there wasn’t some kind of sentimental attachment to the idea of the family business, heritage and beer?
Oddly, when the news broke, we were eating breakfast in a Fuller’s hotel-pub, and it seemed that the staff were as bewildered as us. As customers asked them for their views, they politely muttered, “We don’t know much about it, I’m afraid.” They appeared to be reading news websites and social media to work out what was going on in the company they work for.
We made a point of going into a couple more Fuller’s pubs over the course of the weekend, like mourners clutching at memories of the recently deceased. The beer tasted as good as ever – better, in fact, especially the stuff badged as Dark Star and Gale’s. Again, staff seemed on edge, in one case openly snapping at a beer bore who insisted on lecturing them about Asahi and how the takeover would ruin the beer.
It’s worth noting, by the way, that this was being talked about in several pubs we visited, including one non-Fuller’s pub, all of them, we’d have said, ‘outside the bubble’. People have heard of Fuller’s and were interested in this news, which got covered heavily in the mainstream press.
From a couple of sources, it became clear the brewing staff were in shock, too. Head brewer Georgina Young:
Here’s what one Fuller’s employee said to us in a private message on Saturday:
I wish I knew more – we all found out yesterday… It’s a rational business decision but a devastating one for beer. If we are not independent, what’s the point? What do we still represent? All this stuff about brands and growth is pretty meaningless to Fuller’s customers who will just be pissed off.
Maybe this will not damage the beer in the long run, who knows. We’re aware it’s a controversial view but we’ve been really enjoying Young’s recently, ironically in lots of Young’s‑branded pubs where the average punter probably doesn’t realise the brands and the pubs parted company years ago. We’d certainly be quite happy to walk into pubs and find cask ESB alongside Pilsner Urquell. (And Frontier Craft Lager hurled into the skip of history.)
What we do worry about is those hidden gems – the non-flagship backstreet pubs in West London where grey paint and fake ghost signs have yet to take hold, and which still feel vaguely like boozers. They’re either going to get trashed, or ditched, aren’t they?
And we worry about whether this means Fuller’s, as a brewery, will stagnate. What will motivate disenfranchised staff to try new things, or throw themselves into reviving old recipes? It’s been hard to find London Porter in any format for a couple of years – will this finally kill it off for good, along with poor old Chiswick? Look at Meantime: the quality or the core beer may be good, but the breadth of the offer is now distressingly bland.
All that’s kept us going into Fuller’s flagship plasticky, faux-posh corporate pubs for the past decade is the beer. We go to the Old Fish Market in Bristol because we crave that distinctive yeast character once in a while, not for the branded coffee and gin experience in surroundings that resemble a hotel lobby.
We don’t know how this will turn out. We’re not going to boycott Fuller’s. We’re not ‘butthurt’. But something in the relationship has changed, and we will probably end up drinking less Fuller’s beer without thinking much about it.