Seattle’s Elysian Brewing will be tapping kegs of its beer in the UK at an event hosted by its AB-InBev portfolio-mates Camden Town Brewery. Elysian’s Dave Buhler and Camden’s Jasper Cuppaidge will oversee a collaboration brew called “Camden Versus Elysian” as part of the UK brewery’s events schedule for London’s annual beer week, London Beer City.
WHY IT MATTERS
This isn’t the first time Elysian beer has been exported to the UK. In fact, pre-acquisition its beer was being brought over by Brewdog, although this relationship ceased to exist once AB-InBev became involved due to the Scottish brewer's focus on supporting only what it sees as independent brands.
It’s also not the first time that Camden Town have worked with another member of ABI’s craft portfolio, hosting a string of events with Goose Island back in March. In our interview with Camden founder Jasper Cuppaidge from last month, he acknowledged that ABI were lining up the London based brand for US import at some point during the next 24 months. This pairing could be an indicator that ABI is to use Camden’s influence to leverage its wider portfolio of brands within the UK. Similarly, does this mean that Camden will enter the US market in territories such as Chicago or Seattle, where it already has a strong foothold with its craft brands.
This news follows on from our report on Cigar City launching its beer at an event in Colorado via its partners Oskar Blues, and Lagunitas recently took a stake in a few breweries to increase its "local" influence around the country.. Signs already point to this being a wider industry trend, as an increasing amount of brands begin to consolidate and pair their influence for local market impact.
— Matthew Curtis
Camden Versus Elysian – Via Camden Town Brewery