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Craft Brewery Mikkeller Opens 2nd London Pub With 80s Pop Star

11/11/2019

Mikkeller opens 2nd brewpub in London in collaboration with 80s pop star Rick Astley.

If you didn’t already know, the craft brewery scene in the UK has grown a lot over the years. Consumers are getting into drinking more and more craft beer. In fact, a lot of people are making the switch to craft beer because of the variety it offers.

Famous Copenhagen craft brewery, Mikkeller, is making its mark by opening its second brewpub in London, in collaboration with 80s pop star Rick Astley. The new pub will be located in Exmouth Market, joining the first one in Shoreditch which opened in 2018 October.

Do we see a chain coming up? What do you think?

Of course, if the ‘Never Gonna Give You Up’ singer is going to be a part of things then Mikkeller definitely needs something to portray him. The ‘Northern Hop’ lager at the brewpub - which has a reddish hue, is said to be inspired by Astley’s hair. So don’t forget to give that a shot when you’re there.


Here are the top 10 objections that you may face from the beverage retailers and how to overcome them.


Mikkeller’s approach to beer

With people exploring more in their beer, Mikkeller has taken the liberty to offer their consumers a wide range of flavors, which are definitely not shying away from a strong, flavorful palette.

Rather than going for the subtle notes, beer at the Mikkeller’s pub is usually brewed by putting added fruits, spices, or herbs, all across the flavor profile - which, fortunately, has been well received in London.

About Mikkeller

Mikkeller was founded in 2006 by Mikkel Borg Bjergsø, who was a math and physics teacher that started experimenting with hops, malt, and yeast in his kitchen in Copenhagen. Today, Mikkel exports his microbrews to 40 different countries and is internationally known as “one of the most innovative and cutting edge brewers in the world”

Their vision is as follows:

  • WE AIM TO…

… brew beer that challenges the concept of good beer and moves people. We do this by using the best ingredients and work with the most talented and creative minds around the world.

… make quality beers a serious alternative to wine and champagne when having gourmet food.

  • WE FAIL TO…

… calm down. We are always thinking in new ways and ideas, always working on the next project. Sometimes it’s hard for people to keep up…

… make beer that is watery and tasteless. In our world beer challenges people’s taste buds – whether it’s in a bitter, spicy, sour or fruity manner.

  • WE LOVE TO…

… explore the existing beer genres by using the best raw material available. The refined product is the aim – not to keep down costs. This leads to very special brew by Mikkeller: Stouts with Vietnamese Kopi Luwak coffee, chipotle chili, lychee fruits – just to name a few.

… cooperate with other breweries around the world, who inspire us and teach us new ways of doing things …

  • WE HATE TO…

…work with people that don’t give a damn. There are so many wonderful, passionate and honest people in the beer world, why spend time on the rest? …

All of which you can definitely see in their beer.


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A little more on craft beer

Microbreweries and bottle shops are popping up all over London. According to About Time, the UK is no longer associated with mainstream beers. The country is now outweighing the mainstream beer scene with artisan drinking scenes.

“The craft beer market is fast becoming an important force driving growth in the hospitality sector, bringing with it a new wave of pubs and bars,” said the Marketing head of Brewhouse and Kitchen, Matt Preisinger. “Beer brewing styles have been fairly static until the craft beer revolution but now, with millions agreeing they sample and enjoy many more styles regularly, space has opened for more adventurous styles to succeed.”

Microbreweries and bottle shops are popping up all over London. According to About Time, the UK is no longer associated with mainstream beers. The country is now outweighing the mainstream beer scene with artisan drinking scenes.

A study conducted by pub chain Brewhouse and Kitchen among thousands of beer-loving Londoners across the UK says that more than 65% now prefer craft beers more than the mainstream beers. The figure is 49% for London as a whole, which certainly proves that this craze is going nowhere, it is here to stay. Brewhouse and Kitchen also stated that the sales of craft beer have increased to 48% in the last 12 months - which is quicker than any other beer category.

Check out the best places to visit to tickle your taste buds with the best craft beers here.

Image Source: mikkeller