With over 20 years of experience in hospitality and drinks, including 13 years at James Clay & Sons, Stuart Pearson brings a perspective shaped by sales, brand development and a passion for beer to his role as a judge at the London Beer Competition. For Stuart, authenticity, provenance and a clear sense of identity are central to what makes a beer worth discovering.

Below, Stuart’s questions and answers are reproduced as submitted.

Tell us about yourself and your current role in little detail 

I have over 20 years’ experience in the hospitality and drinks industry, including 13 years with James Clay & Sons. As Head of Sales, I lead and develop the sales function across multiple channels and am currently overseeing the UK launch of Augustiner Draught – the first and only territory outside Germany entrusted to pour Augustiner.

Prior to joining James Clay & Sons, I was part of the team at Chilli Marketing, working with Rekorderlig Cider and serving as the company’s Beer Ambassador. In 2013, I became accredited as a Guild of Beer, Beer Sommelier and also completed the Cicerone Certified Beer Server qualification.

Throughout my career, I have had the opportunity to work extensively with some of the world’s most respected beers and breweries. I have a genuine passion for beer, with a particular appreciation for authenticity, provenance, quality and the story behind the beer. These are qualities I look forward to bringing to my judging at the London Beer Competition.

How do you decide which beers to buy or list?

They have to match our vision and values of the company: authenticity, provenance, beers that tell a story, and that are brewed by passionate ambassadors within the beer industry.

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

The first thing that catches my attention is the story behind the beer – where it comes from, who makes it, and what makes it distinctive. Authenticity and provenance are important to me, so I’m naturally drawn to beers that have a genuine sense of place and a clear reason for existing.

What makes a beer stand out once you taste it?

It comes down to balance, character and drinkability. A great beer should have a clear sense of identity, with the aroma, flavour, mouthfeel and finish working together rather than one element dominating.

James Clay & Sons is a specialist beer importer and distributor bringing beers from around the world to UK bars, pubs and retailers. Its portfolio spans Belgian classics, German brewing traditions, British craft beers and producers from America and beyond, connecting the UK trade with a diverse range of brewing styles.

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

German Helles, Pilsners, we are also seeing a resurgence in Belgian beer, which has been driven by the work we have done in launching Belgian Beer Week, which will enter it's 3rd year in February 2027.

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

I think breweries can sometimes see getting listed as the destination, when in reality it is just the starting point. A listing creates an opportunity, but it doesn’t automatically create demand, distribution, or sustainable sales.

The UK market is highly competitive, so breweries need to understand who the target consumer is, where the beer fits within the market and what makes it relevant to the customer. They also need to consider the investment and support required behind the listing – from pricing and activation to sales support, distribution and visibility.

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

A lot of what I have mentioned above. Having a collaborative go-to-market strategy is crucial

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

I hope to discover beers that surprise me, beers that have a clear sense of identity, are genuinely authentic, and deliver something memorable in the glass. Great beer doesn’t always need to be complex; sometimes it is simply a beautifully made, perfectly balanced beer that makes you want another one. Judging is discovering beers and brands that combine quality, character and a compelling story.

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

Understand the UK market before trying to conquer it. Be clear on what makes your beer and brand distinctive, who you want to drink it and where it naturally fits.

I would also encourage breweries to find the right UK partner and build a genuine long-term relationship with them. Growing a brand in the UK takes more than securing listings – it requires investment, consistency and a willingness to build distribution, visibility and consumer awareness over time.

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

Blind Jacks, Knaresborough, is a stunning pub set in the heart of this lovely market town. An amazing lineup of beers ranging from German lager, UK-brewed IPAs, and well-conditioned, cared-for cask.

Also Read:
Inside Waitrose’s Beer Aisle: Jourdan Gabbini on Growth, Quality and Judging
Mitch Adams: From Brewery to Bar, What Makes a Beer Work in the Real World?