Support for Craft Beer

The package… What is craft beer? And a bit about how its made. Information on micro breweries and micro pubs. It’s importance and impact within the UK. Some facts a figures about beer consumption and the people employed within the brewing and distribution industry. How it differs from the mainstream beers and their brands? (quality, brewing, employment, commercialisation, etc) The issues with craft beer against the big beer corporations Why we need to support craft beer How we can support craft beer

The Angle… From the point of view of the consumer Speaking directly to the listener, asking them questions, ‘Did you know?’ Focusing around the word ‘craft’ (meaning a skill or a skilled trade, making things by hand) Craft beer vs. crafty beer ( big beer corporations)

The story arc… Beginning – An introduction into the world of craft beer and the companies. Some information on micro breweries and micro pubs. Middle – Craft beer companies Vs ‘Crafty’ beer companies. End – Why we should support craft beer and how we can support them.

The style… Presenter led Info, interview, info interview…. Fast paced Bed music – indie rock music (corrilating with the Radio staion style), background pub atmophere sounds Informative yet casual Statistical, a few facts and figures, yet not overwhelming Conversational (friends chatting in a pub)

The interviews… Simon & Debbie - Owners of Scotland’s first and only Micro pub, ‘Rutherfords’, Kelso. (Subjects: About their pub, the appealing factors of a micro pub, what craft beer they stock, the Importance of craft beer and it’s relevance within the UK) Dan Todd – Assistant Manager, ‘BrewDog’, Glasgow. (Subjects: What BrewDog represents as a brand, the issues with craft beer against the big corporations, the ‘Equity for Punks’ scheme) A team member of – The first and only open Brewery, ‘UBREW’, London. (Subjects: About the company, How craft beer differs from the mainstream beers, quality, brewing style etc)

The Interviews Continued… Ricky Graham – Beer Brewer at Bear Claw Nano-Brewery, Berwick-Upon-Tweed. (subjects: About Bear Claw beer and the brewery, How it differs from the mainstream beers, the issues with craft beer against the big corporations) Local craft beer drinker and enthusiast. (Subjects: Why they enjoy drinking craft beer over others, the difference in quality, why the UK should be supporting the craft beer/brewery industry)

The research… Online website: http://www.rutherfordsmicropub.co.uk https://ubrew.cc https://www.brewdog.com/welcome http://www.williamsbrosbrew.com https://www.brewersassociation.org http://thecraftbeerco.com https://www.facebook.com/bearclawbreweryberwick/info/?tab=page_info http://bearclawbrewery.weebly.com Online Articles: http://www.managementtoday.co.uk/news/1364695/hoppy-days-craft- beer/ http://www.theguardian.com/lifeandstyle/2015/nov/08/craft-beer-indepedent- brewers-micro-ed http://www.theguardian.com/travel/2014/aug/01/top-10-craft-beer- pubs-in-edinburgh http://time.com/money/4073371/anheuser-busch-sabmiller-craft- beer/ http://business.time.com/2012/12/27/trouble-brewing-the-craft-beer-vs-crafty- beer-cat-fight/ http://www.pastemagazine.com/articles/2014/11/a-not-so-nefarious- history-of-craft-and-crafty-bee.html https://www.alcoholprofessor.com/blog/2014/01/15/craft-beer-vs-crafty-beer-whats-the- difference/ http://www.yesmagazine.org/new-economy/craft-beer-vs-budweiser-how- small-brewers-are-winning-back-the-neighborhood-20160302

The Research continued… Online Videos: Brewed in the Burg Beer Documentary - https://youtu.be/Bh2jn4rhm80 How Is Beer Made? Brewing Documentary - https://youtu.be/myWBvlAyLzY ‪ Craft Beer - A Hopumentary‬ - https://youtu.be/ETnlrYq7btE The Craft Beer Channel - https://www.youtube.com/user/TheCraftBeerChannel BrewDog Channel - https://www.youtube.com/user/BrewDogBeer Great British Beer Festival: Exploring London's Booming Craft Brewing Sector - https://youtu.be/QQkr_bu6RvE Craft Beer: The Uk Scene - https://youtu.be/5SmtMW0tAd8 Places: BrewDog, BottleDog, Rutherfords, Bear Claw Nano-Brewery, Holyrood 9a, The hanging Bat, Bier Halle etc. Books: Business for Punks by James Watt Other: http://www.bbc.co.uk/radio1/chart/rocksingles

The radio station… BBC RADIO 1 “The remit of Radio 1 is to entertain and engage a broad range of young listeners with a distinctive mix of contemporary music and speech.” “It should offer a range of new music, support emerging artists - especially those from the UK - and provide a platform for live music, news, documentaries and advice campaigns should cover areas of relevance to young adults.”

The radio station style… Fast paced yet informative. Current topics that are relevant and interesting to the youth of the generation within the UK. Overall upbeat tone. Radio 1 style music used (bed music, links) Informal, casual, friendly language. (Used by my presenter and the interviewees) Young adult orientated nature

The target audience… 18+ (Radio1 TA 16-25) Young adults A UK based audience College / Uni students Primarily males Self-expressive, rebellions types Beer drinkers / enthusiasts Pubs goers Pub owners, bar staff and beer brewers People interested in knowing more and understanding craft beer

keep the listener interested… A strong powerful opening (clinking glasses, vox pops of people in a pub talking about the great taste of their favorite craft beers) Catchy bed and transition music Asking the listener direct questions A quirky presenter script Interesting and insightful interviews from a range of different people within the Beer brewing industry On location interviews (In craft beer pubs) Informative facts and figures keeping the tone casual, lighthearted and friendly

Influences… Brewdog - what the brand and company stand for, their Equity For Punks campaign. Craft Beer Radio on Mixcloud (Jeff and Greg) – conversational, laid-back approach, impressive beer knowledge. The Craft Beer Channel on Youtube (Jonny and Brad) – quirky style, clearly beer-geeks and passionate about good craft beer.

the Magazine… The theme of SUPPORT Informing, influencing and promoting support for local craft beers and breweries with the UK Other support topics in the radio magazine show: OCD/Depression, Cancer survivors, The LGBT youth community, Hidden Door art festival, Young carers. The lighthearted topic of Craft Beer and it’s rise against big beer corporations breaks up the more intense stories involved within our magazine package. Craft beer brewing is an art form, which relates with the Hidden Door art festival.