Joule’s Brewery, Market Drayton, has achieved a significant brewing milestone by completing its first full year of Seasonal Ales, with its Spring Seasonal; Strisselspalt Spring. Following its predecessors, Calcutta 1757, Double Hop and Old No. 6, the beer will run throughout the spring months going on sale in the first week of March.
The seasonal ale portfolio, launched in June last year, shows the business’ passion for beer of all types, and dedication to the industry. It also brings life back and excitement to the core range; Pale Ale, Blonde and Slumbering Monk. Strisselspalt Spring is a refreshing, hoppy and golden beer at 3.8% making it very coiffable and full of aroma.
A pre-launch trade event was held in the Mouseroom at the Brewery last Wednesday night, inviting tenants, customers and local businesses to be the first to have a taste of the exciting new brew, along with some tasty German themed snacks to go with the beer’s distinctive name. Strisselspalt is a German variety of hop, a hop that Joule’s are experimenting with currently. It builds on the flavours and characteristics of the previously brewed Double Hop, and the tweaking and testing of changes made to recipes is a clear sign of the business’s passion for brewing and producing quality craft ales.
Director of Sales & Marketing, Trudie Meredith explained ‘the first year of the seasonal ales program has definitely opened up opportunities for the business and created excitement around the Joule’s brand. We have certainly learnt a lot throughout the year around timings, ABVs and beer types. Calcutta 1757 was a flavoursome stronger beer at 5% which may have worked better in the Autumnal months as opposed to the hot summer we had last year. Double Hop had a much lower ABV at 3.6%, which was similar to Joule’s Blonde, a more refreshing session beer which perhaps would have been better placed in the summer months. Each beer has been learning, but their individual success is certainly a sign of good things to come.’
The collective nod of approval was certainly given to Strisselspalt Spring by all who attended, when Head Brewer Mark Leedham asked what everyone thought of the new brew as he took to the stage for a short speech. He also gave away some clues to some key exciting projects the team is working on, explaining the development of X Beers. ‘X’ standing for Experimental will be the release of trial brews with very limited availability. Mark commented, ‘craft beer is about challenging the norm and seeking new and vibrant beer experiences. At Joule’s producing seasonal beers also forms a platform to create balanced beer that is interesting, sometimes challenging and always unique. Our experimental brews will range from big ideas for seasonal brews to very minor tweaks to our core range.’
This new project is all about taking on board the thoughts and opinions of the customers. Joule’s Brewery prides itself on being a local business for local people, and having successfully evolved and established itself as a fine craft brewer, it can now afford to experiment a little more.Back to news article list