Harviestoun hopes to tap into on-trade demand

Harviestoun hopes to tap into on-trade demand

Harviestoun Brewery is to launch its portfolio in 33cl bottles in the wake of an expansion drive.

The new size will be available from next month and targets on-trade sales, the Scottish brewery said yesterday (17 December). A new beer, Atlantic Pale Ale, will be available from Easter, Harviestoun MD Chris Miller told just-drinks.

“You've got to have the right format for the customer,” Miller said. “If you got to a craft beer pub in London they either want it on keg format or 33cl format. I also want to be able to offer the independent specialists a difference over the supermarkets.”

Harviestoun is already available in cask, craft keg and 50cl formats. Brands include Bitter & Twisted and Schiehallion.

The company has recently invested a “six-figure sum” to double its premises in Alva and is hiring six new staff to increase its workforce to 25, Miller said.

Part of the expansion drive will focus on exports, which have increased from 5% to 20% of sales since the brewery came under independent ownership in 2008. Harviestoun was bought by the Caledonian Brewing Company in 2006, then was subsequently bought out by a group of Caledonian Brewery directors. 

Miller added that he is working with new distributors in Russia, Singapore and Hong Kong, while focusing on new growth in Brazil and Australia that has expanded from single pallets to container volumes.

Last month, fellow Scottish micro-brewery Isle of Arran Brewery announced a merger with The Isle of Skye Brewing Company. The new company said it wants to increase exports up to a third of total sales.