James Squire may have been one of the pioneers of craft beer in Australia, but to many beer geeks they have fallen off the radar, accused of being too mainstream and not a real craft brewery. Craft beer folk love the vision of the lone (possibly mad) brewer toiling away in a hot brewhouse, concocting personalised, evolving recipes and then getting that beer as fresh as possible to their local market. Well I’m here to tell you this is exactly what James Squire do.
Okay not the standard James Squire range, those with a fancy back story of a convict, thief and general scallywag turned brewer named James Squire. As an aside here does anyone else think the new outdoor campaign makes James look a little bit like a weird hipster convict on his way to a gay nightclub or is it just me? The main range is pretty standard commercial fare, brewed in volume in Sydney, pasteurised and shipped around the country. Nothing wrong with that of course, but not the thing that floats the beer snobs’ boats.