Changing Times capitalises on Britain’s growing thirst for Irish stout

Changing Times Brewery, the independent family-founded brewery in Glasnevin, has just announced that they are launching their stout in the UK market. Shane Long, head of Brewing Operations for Changing Times and founder of the Franciscan Well Brewery in Cork speaks to Fionnuala Carolan about this dynamic business he has found himself involved in

 

When Shane Long talks about exporting Changing Times Brewery’s beers to Britain, there is very little talk  of grand strategy. Instead, he  describes it as a case of recognising an opportunity and moving much  sooner than anyone had expected.

Less than two years after the  independent Dublin brewery was established by a collective of some of Ireland’s best-known publicans, its Clockwork Stout has crossed the Irish  Sea, securing listings in more than 50 UK pubs through distributor Inn Express. The expansion is expected to increase sales by more than 30%  this year, taking projected turnover  beyond €1.6 million.

“It wasn’t in the plan for this year at  all,” Long says. “We got very lucky.”  The opportunity arose when  representatives from the UK  distributor travelled to Ireland  searching for a premium Irish stout to add to their portfolio.  “They came over and sampled  Irish stouts and then reached out to  us. They were looking for a premium  offering for the UK market and asked  if we’d be interested. As far as I was  concerned, it was a case of saying yes  and making it work.”

While exporting to Britain had  always featured in the company’s longer-term plans, Long says the timeline was accelerated by the  growing appetite for Irish stout across  the UK.

“The popularity of Guinness has  absolutely helped grow the category,”  he explains. “When Franciscan Well  was bought by Molson Coors back  in 2012, they already believed Irish  stout was going to become a major  disruptor in Britain. At the time  though, the UK market was very  different. You had lager, traditional ale  and then Guinness sitting almost in a  category on its own.”

That landscape has changed  dramatically. “Since Covid, a lot more  breweries in Britain have started  brewing stout and consumers have  become much more open to the style.  Then you had the Guinness shortages  last year, which encouraged pubs to  try alternatives like Murphy’s. It’s no  longer just one brand dominating the  category.”

Timing in everything 

For Changing Times, the timing could  hardly have been better. Although the  brewery only entered the UK market  this summer, Long says demand has  already exceeded expectations.  “The UK business will account for  around 25% of our sales in July alone,  and that’s in the middle of summer.  Stout isn’t traditionally a summer  drink, so it bodes very well for the  winter months.”  That growth has inevitably created  pressure on production, but Long  views it as the kind of challenge every  brewery wants.  “It’s put us under an awful lot of  pressure, but we’re dealing with it.”

Long’s confidence comes from  nearly three decades in the brewing  industry, although he laughs when asked how he first became a brewer.  “It happened completely by accident.”  His career initially centred on the licensed trade rather than brewing  itself. While managing a nightclub in  London, he was approached about  returning to Cork to establish what  became Franciscan Well Brewery.  “I had no intention of moving back  to Ireland,” he recalls. “I said the only  way I’d consider it was if I became  a shareholder, and they agreed  immediately.”

Self-taught brewer

Initially, Long focused on operating  the pub while someone else managed  brewing. As the business evolved,  necessity forced him into the  brewhouse.  “I’m entirely self-taught. I learned  because that’s what the business  needed.”

Franciscan Well would go on to  become one of Ireland’s best-known  craft breweries before its acquisition  by Molson Coors, giving Long firsthand  experience of building both a  brewing business and a recognised  brand.

His relationship with Changing  Times also stretches back years  through Dublin’s pub trade.  “The Palace Bar was actually one  of the first pubs in Dublin to stock  Franciscan Well beers,” he says.  When Palace Bar owner Willie Aherne approached him about the concept behind Changing Times, Long immediately saw the potential, but only if more publicans came on board.

“I told Willie he needed more  like-minded people involved if it was  going to work.”  That vision eventually resulted in a  shareholder group comprising owners  of some of Ireland’s best-known pubs,  creating what Long describes as a  unique business model.

“It was probably the safest brewery  investment I could make because you  already had this incredible network of  quality pubs behind it. We effectively  started with about 20 excellent  customers from day one.”

While the large shareholder base  might appear complex, Long says  clear governance was established  from the outset.  One of his first recommendations  was appointing an independent  chair, a role eventually taken on by PJ  Rigney, founder of The Shed Distillery.  Rigney not only agreed to chair the  company but also invested personally  after hearing the plans.  “His experience of building  international drinks brands is  extraordinary,” Long says. “He’s  opened so many doors for us when it  comes to exporting, regulations and  international growth. I’ve learned an  enormous amount from him.”

Long is equally enthusiastic about  the brewing team assembled at  Changing Times.  Although he readily points out that  he is not a master brewer himself, he  believes the company has assembled  one of the strongest brewing teams in  the country.  “We have two exceptional master  brewers in Mark Nixon and Mark  McHugh. People now want to come  and work here because they want to  work with them.”

Managing the brewery 

Today, Long’s role extends well  beyond brewing itself.  “I’ve put the systems in place  and I act as the buffer between the  shareholders and the brewing team.  You couldn’t have 13 shareholders all  ringing the brewers individually.”

The brewery now produces five  core beers which are Daydreamer  Lager, Clockwork Stout, After Hours  Hazy Pale Ale, Bleedin’ Red Ale and  Timeless Nitro Red Ale, with another  release already in development.  While Daydreamer Lager remains  the brewery’s biggest seller, Long  believes Clockwork Stout could soon  become its flagship product.

“Willie always believed we needed  a stout. We launched Clockwork in  January and it just took off.”  Again, timing has played a major  role.  “I think British consumers are a  little more willing to try different  brands than Irish drinkers, who can be  very loyal. The initial signs have been  really, really positive.”

Despite enquiries already arriving  from Germany, Austria and even the  Cayman Islands, Long insists the  company will resist the temptation to  expand too quickly.  “We’ll do one thing at a time. The  UK is the priority.”

Even so, he admits the speed of  Changing Times’ growth has surprised  him.  “We’re only two years into this and  I honestly didn’t think we’d be at this  stage already.”

After almost 30 years in brewing,  Long still approaches the industry  with the same enthusiasm that drew  him into it by chance.  “I genuinely feel like I haven’t  worked in the last 28 years because  I’ve spent that time doing exactly  what I wanted to do,” he says. “I feel  very privileged.”

For a brewery whose UK ambitions  arrived ahead of schedule, that  passion and a little good timing may  prove to be its greatest competitive  advantage. ■