We chat with Sail & Anchor brewer, Bill Hoedemaker, about Australia's craft beer craze and the challenges of competing in a crowded market.
Tell me a little about Sail & Anchor’s approach to craft beer
We like to keep things relatively simple by letting the recipe, our technique and the quality of our ingredients speak for themselves. Craft breweries are now producing beers with new techniques and flavour combinations, which is interesting and great for the craft beer scene. Sail & Anchor produces high-quality beer that can be enjoyed anytime, anywhere, by anyone.
What types of beer/beverages does Sail & Anchor offer?
Our main range consists of four beers: Monkey’s Fist Pale Ale, Lark’s Foot Golden Ale, Boa’s Bind Amber Ale and Cat’s Shank Kolsch.
Monkey’s Fist packs an unexpected fruity punch- a knock-out blend of American hops and a tingling bitter after-taste that is certainly refreshing.
Boa’s Bind Amber Ale is strong, hearty and full of body. Created with the use of Chinook and Cascade Hops along with 6 different types of malts, this Amber grips you from the start with its seductive warm colouring, thirst-quenching taste and deliciously bitter bite.
Cat’s Shank is a Kolsch that slips down easily. Using quality pilsner and Vienna style malts, the Cologne- inspired ale tastes light and refreshing like a lager. Perfect for a summer’s day.
In addition to our main range, we release a range of seasonal beers. So far, we’ve released Jack Tar Imperial Stout, Devil Dodger India Pale Ale and Changing Tides Barleywine Ale. Our seasonal releases are an opportunity to offer our consumers beers that are significantly more bespoke compared to our primary range.
Have you noticed any new trends emerge in the craft beer scene of late? If yes, what are they?
There’s been a trend towards extreme styles over the last few years, especially in the States and Scandinavia, that have extreme bitterness, ABV and flavour profiles. We’re also seeing lots of additions to beers that we wouldn’t have even thought about 10 years ago, such as green tea IPAs, wine, citrus fruits- all sorts really. Barrel-aging has gained some momentum lately too.
Craft beer is incredibly popular at the moment and a number of breweries specialise in the beverage – how does Sail & Anchor differentiate itself from its competitors?
Craft beer drinkers tend to prefer variety over loyalty to a brand or brewery. Exploring craft beer is very much about trying as many different things as possible. In that sense, there’s a great spirit of co-operation between craft beer producers. While a consumer may choose a four-pack of Monkey’s Fist one night, the next they might go for something different. It’s all about getting people drinking more craft beer, and in the long run that benefits us all.
As for how we differentiate ourselves, a lot of that comes back to our approach to craft beer-simplicity and quality. Our seasonal releases also give us a chance to stand out from the pack, and I believe we’ve developed a unique and engaging brand. All of these factors combine to help us stand out in the market.
What challenges do you face in your line of work?
A lot of people think of brewing as a really idyllic job, but in fact it can be incredibly difficult. For example, we’re sourcing multiple ingredients from multiple suppliers to make beer. If there’s a poor growing season for hops (as there was a few years ago), then we have to redesign our recipes and processes to suit. You have to be pretty easy going person to stay in the industry. It’s not for the easily-stressed!
How did you get to where you are today?
I started brewing with an old kit in my dad’s shed when I was about 16. My parents are Dutch, so they didn’t have a problem with me making beer – something my friends and I really appreciated!
I got my start as a professional by taking a leap of faith. I was working in far north Western Australia on mining sites when I decided to pack in the big money gig and take a job brewing at the Sail & Anchor pub in downtown Fremantle. We did pretty well at the Sail, and after a few years my brewing partner and I collaborated with my brother to start our own brewery just outside of Fremantle.
What does Sail & Anchor have planned for the future?
We are about to launch our latest limited edition release, Changing Tides Barleywine Ale- just in time for the festive season. Changing Tides is an American-style barleywine, named for those hardy sailors who for months braved trying seas, and whose mood was always brightened by the sharing of an ale with shipmates.
Despite the name, barleywine is a style of beer, simply brewed to the strength of wine. Changing Tides pours a deep, murky amber with a fluffy white head. Pungent and sweet, the intense malt flavour and aroma is perfectly balanced by a load of citrusy American hops. At 11% ABV, the result is a rich, complex barleywine that will match with Christmas lunch perfectly.