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Why beer should be ‘distinctive, exciting and memorable’
Showing people how versatile and exciting craft beer can be will help it to “stand out” from big brands, according to Vocation Brewery. The post Why beer should be ‘distinctive, exciting and memorable’ appeared first on The Drinks Business.
Showing people how versatile and exciting craft beer can be will help it to “stand out” from big brands, according to Vocation Brewery.
Speaking to the drinks business, Vocation CEO Gail Lumsden said: “Great taste and consistent quality are at the heart of everything we brew. Bold flavours take centre stage because we believe beer should be distinctive, exciting, and memorable. We’re not about putting one representation of ourselves out to the world and hoping everyone likes it. We’re passionate about showcasing the versatility of beer – how just a few ingredients can create a broad spectrum of flavours and experiences. Unlike big brands that cluster around a narrow taste profile for mass appeal, we focus on brewing beers that stand out and create real desire.”
The Yorkshire-based brewery is currently celebrating its 10th anniversary by launching a series of 10 limited-edition beers bringing back favourite brews to pubs and bars across the UK.
Vocation’s most recent offering of its ‘Returning Favourites’ includes beers such as a Birthday Cake Stout which is available in keg at 6% ABV and on cask at 4.5% ABV along with four other favourites: Stargazer, a 6% ABV Sour IPA; Strength in Numbers, a 5.4% ABV NEIPA; Ascension, a 6.7% ABV double dry-hopped hazy IPA and Twisted Sour, a 4.5% ABV Blood Orange Sour.
Lumsden explained: “These beers reinforce our commitment to offering variety, innovation and bold flavours catering to different occasions and drinker preferences, while solidifying our position as a brewery that champions choice and discovery.”
According to Lumsden, drinkers are fickle and they like to change their preferences based on all sorts of factors. Having free reign is important to them, as is an element of choice. When asked about beer variety and whether bolder styles were overriding sessionability, she added: “We know drinkers don’t stick to one style; their choices reflect their individual preferences and shift with the occasion – depending on where they are, who they are with, and when they are drinking.”
At Vocation, the “goal isn’t just to brew beer people like” but instead “to create beers they love. Beers that spark conversation, drive discovery and build loyalty amongst drinkers who seek something beyond the ordinary,” said Lumsden.
Vocation’s marketing manager Chris Mitchell agreed and emphasised how: “as an independent brewer, we have the freedom to expand consumer choice and variety – key to a healthy and vibrant beer category”.
According to Lumsden, Vocation’s core audience includes “independent-thinking beer drinkers who value authenticity, innovation, and flavour”, Plus, she pointed out that “while they span different demographics, they share a common mindset – seeking a better beer experience”.
Added to this, Lumsden admitted that there is also another drinker that finds their brews appealing. Notably, those migrating across from big beer. “Our core audience consists of mainstream beer drinkers who just want something nicer and a bit different than what they’ve been used to – whether from traditional, or contemporary breweries. They tend to favour classic styles like ales, bitters, and stouts and often shop at supermarkets”.
Lumsden told db that “beyond this, our approach around catering to different consumers and occasions attracts two other key groups; experienced craft beer drinkers drawn to our more adventurous releases, and newer beer drinkers with a broad drinks repertoire who are open to interesting brand stories and approachable entry-point beers”.
Offering choices in beer is crucial, Lumsden suggested, but added: “One of the most wonderful things about beer is the variety. Styles and trends will continue to evolve and play a key role in piquing interest, keeping the category dynamic and relevant and recruiting more consumers”.
Last Spring, Vocation updated its image for its "next phase of growth" and during this time received a brand makeover before rolling out new packaging to mark a “new chapter” for the business.
The new campaign for its ‘Returning Favourite’ beers supports its drive for generating further interest in the brand and will lead to each of them being available in keg directly from Vocation Brewery as well as via selected wholesalers. Consumers can also buy the beers in 440ml cans from the brewery's webshop.
Speaking to the drinks business, Vocation CEO Gail Lumsden said: “Great taste and consistent quality are at the heart of everything we brew. Bold flavours take centre stage because we believe beer should be distinctive, exciting, and memorable. We’re not about putting one representation of ourselves out to the world and hoping everyone likes it. We’re passionate about showcasing the versatility of beer – how just a few ingredients can create a broad spectrum of flavours and experiences. Unlike big brands that cluster around a narrow taste profile for mass appeal, we focus on brewing beers that stand out and create real desire.”
The Yorkshire-based brewery is currently celebrating its 10th anniversary by launching a series of 10 limited-edition beers bringing back favourite brews to pubs and bars across the UK.
Vocation’s most recent offering of its ‘Returning Favourites’ includes beers such as a Birthday Cake Stout which is available in keg at 6% ABV and on cask at 4.5% ABV along with four other favourites: Stargazer, a 6% ABV Sour IPA; Strength in Numbers, a 5.4% ABV NEIPA; Ascension, a 6.7% ABV double dry-hopped hazy IPA and Twisted Sour, a 4.5% ABV Blood Orange Sour.
Lumsden explained: “These beers reinforce our commitment to offering variety, innovation and bold flavours catering to different occasions and drinker preferences, while solidifying our position as a brewery that champions choice and discovery.”
According to Lumsden, drinkers are fickle and they like to change their preferences based on all sorts of factors. Having free reign is important to them, as is an element of choice. When asked about beer variety and whether bolder styles were overriding sessionability, she added: “We know drinkers don’t stick to one style; their choices reflect their individual preferences and shift with the occasion – depending on where they are, who they are with, and when they are drinking.”
At Vocation, the “goal isn’t just to brew beer people like” but instead “to create beers they love. Beers that spark conversation, drive discovery and build loyalty amongst drinkers who seek something beyond the ordinary,” said Lumsden.
Vocation’s marketing manager Chris Mitchell agreed and emphasised how: “as an independent brewer, we have the freedom to expand consumer choice and variety – key to a healthy and vibrant beer category”.
According to Lumsden, Vocation’s core audience includes “independent-thinking beer drinkers who value authenticity, innovation, and flavour”, Plus, she pointed out that “while they span different demographics, they share a common mindset – seeking a better beer experience”.
Added to this, Lumsden admitted that there is also another drinker that finds their brews appealing. Notably, those migrating across from big beer. “Our core audience consists of mainstream beer drinkers who just want something nicer and a bit different than what they’ve been used to – whether from traditional, or contemporary breweries. They tend to favour classic styles like ales, bitters, and stouts and often shop at supermarkets”.
Lumsden told db that “beyond this, our approach around catering to different consumers and occasions attracts two other key groups; experienced craft beer drinkers drawn to our more adventurous releases, and newer beer drinkers with a broad drinks repertoire who are open to interesting brand stories and approachable entry-point beers”.
Offering choices in beer is crucial, Lumsden suggested, but added: “One of the most wonderful things about beer is the variety. Styles and trends will continue to evolve and play a key role in piquing interest, keeping the category dynamic and relevant and recruiting more consumers”.
Last Spring, Vocation updated its image for its "next phase of growth" and during this time received a brand makeover before rolling out new packaging to mark a “new chapter” for the business.
The new campaign for its ‘Returning Favourite’ beers supports its drive for generating further interest in the brand and will lead to each of them being available in keg directly from Vocation Brewery as well as via selected wholesalers. Consumers can also buy the beers in 440ml cans from the brewery's webshop. 
