With over ten years of experience in the drinks industry, including roles in wholesale and with major brewers, Joe Evans brings a practical buying perspective to his role as a judge at the London Beer Competition. As Beer and Cider Buyer at Libra Drinks, he manages an evolving guest ale programme alongside a permanent craft and cask range. For Joe, successful beers combine a distinctive identity, a product that delivers on its promise and brewery support that helps customers sell it.

Joe’s questions and answers are here:

Tell us about yourself and your current role in little detail

My current role at Libra Drinks is as their Beer and Cider buyer. Within this role, it is my duty and aim to give our customers the best range of beer and ciders in the market and deliver great value to our business. I look after an ever-changing guest ale programme to give customers new beers from smaller brewers whilst managing our permanent range of craft and cask. I've been in the drinks industry for over ten years, working in wholesale and for big brewers as well. Whilst I'm no beer snob, I can definitely spot a good beer from a bad one.

Libra Drinks is a drinks wholesaler offering a beer and cider range that includes craft beers, cask ales and an evolving guest ale programme. Its selection combines established favourites with beers from smaller brewers, giving customers fresh options to explore.

How do you decide which beers to buy or list?

When it comes to craft/cask brewers, I look for a number of factors when looking at which beers to list. I like to see a range of core beers, beers that people find synonymous with a brewer in question. I also like to see seasonal options, something different for customers to explore and be adventurous with. Ultimately, that leaves me with a lot of options. So how do I decipher which to pick? Some of this will come down to a gut feeling, some of this down to commercials, some of this down to the level of support available to both us as a wholesaler and our customers. I'll never list a beer if I don't think we can sell any, even if it's a cracking beer. Otherwise it's a complete waste of time for everyone involved.

What first catches your attention when you discover a new beer brand?

I really like when a brewery has a story or an ethos. Something that defines who they are as a brewer and something recognisable to them. Whether that be Fierce owning their Scottish heritage with their Iron Brew Coolers. Or Tiny Rebel with their playful imagery and beer names. Every brand has a story, or an identity, and I love it when brands tell theirs.

What makes a beer stand out once you taste it?

For me, I love to pick a new beer to try based on the description. If something can prick my interest by reading a pump clip, then I can be very excited to try. What makes a beer stand out after I taste it... is a beer that fully delivers on what it promises in the description. If I've been promised a Sticky Toffee Pudding Porter, I want to taste that sticky toffee pudding.

Which beer styles or categories are gaining momentum with your customers?

One key focus for us as a business over the past 18 months is modernising our range. We've worked hard to find and work with brewers that our customers want to see, and with this we have seen a big shift in momentum on certain styles and categories. Hazy beers in both keg and cask seem to be really gaining momentum within our range. We have also seen a big shift in demand for gluten-free and vegan beers as our customers aim to offer those options to their consumers.

What do breweries often misunderstand about getting listed in the UK market?

I think the biggest misunderstanding is that listing = sales. Or on the flipside, that wholesalers will list without a guarantee of sales. The market is competitive and, in some aspects, shrinking. Now more than ever, we need to ensure anything that comes into our building will be finding its way out and into the home of a lovely cellar. Simply gaining a listing and leaving it there doesn't guarantee anything.

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What can a brewery do to support a buyer after its beer has been listed?

The easy answer here would be to lower minimum order quantities and to guarantee any stock not sold. But for me, that doesn't really solve anything. If I have listed your beer, it's because I want it to succeed in our business. To do this, I need help and support in gaining those early permanent lines that guarantee repeat purchases and help build the brand in our customer base

When judging at the London Beer Competition, what do you hope to discover?

Firstly, I'm hoping to have fun and enjoy a day of sampling some amazing beers. I hope I get to really delve into some experimental styles and some cracking renditions of classic ones as well. Most of all, I'm really hoping to come across some belting beers that can add some amazing value to our wonderful market.

What advice would you give a brewery looking to grow its presence in the UK?

Start small and create a story. Be in a position to support every tap that goes in because an unsupported tap will turn over quickly and can leave a bad memory for the customers. Be true to yourselves and pick the right partners to grow with. Regional wholesale can be a huge asset providing you support them and give them to the tools to succeed. Try to avoid using Regional Partners in areas you already deliver directly; it's a recipe for pricing disaster.

What’s your favourite pub or beer shop, and what keeps you coming back?

My favourite pub is The Bread and Bitter in Mapperley. This is my local but has everything I'd ever want from a pub. Friendly bar staff, a community of people who get together to socialise, that cosy feel that reminds you of walking into your own front room at home, and I guess most importantly, a fantastic beer range with great cask and craft beer always on rotation.

The Bread and Bitter in Mapperley

The managers here manage their cellar impeccably, and the quality of beer is always spot on. A pub so good my dog seems to drag me there on our Thursday dog walks.

Also Read:
Know Your Judge: Ben Selby, Buyer at Cave Direct
Know Your Judge: Loucian Sotiri, Food & Beverage Manager at The Dixon, Tower Bridge
Know Your Judge: Stuart Pearson, Head of Sales at James Clay & Sons