Big Beer marches on: Fourpure & Magic Rock for sale
Lion the Australian brewer who in turn are owned by Kirin have announced today that they plan to sell Four Pure and Magic Rock breweries, assuming there are buyers. They want to concentrate on the Australian and US markets.
I’ve drunk in the taprooms of both brewers over the years, when they were independents. What their future is we shall see but there is ample speculation on social media.
I think its correct to suggest that as craft brewers bought by Big Beer neither had quite the brand that either Camden or Beavertown had. You don’t see their beers on bars in the same way that you do of those two Enfield brewers. Perhaps Lion simply took the view that they couldn’t compete.
None of that is of course about the beer. I still occasionally drink a Magic Rock beer, but I’ve avoided Four Pure entirely since Rishi Sunak and Boris Johnson staged a political stunt at the taproom.
Comparison has also been made with Carlsberg’s decision to sell London Fields. While the same general principles apply the case is slightly different. When Lion bought Four Pure and Magic Rock they were well regarded craft breweries whose sale caused, rightly, concern. With London Fields Carlsberg essentially acquired a brand name to promote in the hope the history was not known or forgotten. Perhaps it was but the brand wasnt strong enough in the market.
It does underline that what Big Beer swallows up it can easily regurgitate when it sits. A reminder that business is business in beer as elsewhere.
There are different models of craft brewing around and perhaps now is the time to have another look at them.
The Grocer 18th January 2022
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