Future looks bright for newest brewers

Its future is looking bright, with more than 20 pubs in its estate and 25 employees on its books – but it wasn't always like this.

In fact, for 36 years the brand didn't exist at all.

Joule's was based in Stone, Staffordshire for generations, but in 1974 it brewed its final barrel when owners Bass Charrington pulled the plug on the name.

Flash forward to the year 2000 when the name Joule's was resurrected by Steve Nuttall.

He was drawn to brew in Market Drayton because of a source of pure water running below the town, which once supplied two breweries.

Mr Nuttall set up Joule's Brewery Ltd and the company began a 10-year project to open its own site. The company bought the 16th century Red Lion, a former Joule's pub in the heart of the town. The site gave them enough land to build their own brewery above the crucial water source.

The building, with a famous 30-metre tower, was completed in July 2010 and the first ale was brewed on October 25, 36 years to the day after that last Joule's brew in Stone.

Master brewer Mark Leedham said the Market Drayton site is rich in history.

He describes the Market Drayton brewery as an exciting project, one that he is proud to be part of.

"'I have worked on Grolsch, Guinness and Bass, all big brands, but feel that here, in Shropshire, will be my biggest challenge," he said.

"I can break the odd rule, and also have no real constraints on the quality of ingredients as we are all about small scale and great quality.

"I hope that Joule's will be one of the defining small brewers."

Joule's produces three core ales on site: Pale Ale, Blonde Ale and Slumbering Monk as well as a number of seasonal beers.

The company is also investing £250,000 in a new craft keg plant to create new styles including American pale ales, stouts, and maybe even a proper lager.

Mr Leedham lifted the lid of the company's brewing technique but said it is the north Shropshire mineral water that gives the beer a fresh and subtle bitter finish.

He said: "The malt starts at the top of our tower. We pass it through a mill, smash it up to extract sugars and it is ready for the brewing process.

"We have our own well, which is 60 metres down, to extract water, which takes 25 years to filter through the sandstone.

"We use three or four tonnes of malt, mix it for 25 minutes, leave it for two hours then add the hops leaves at 103 degrees.

"This North Shropshire mineral water gives the beer its fresh approach that delivers a subtle bitter finish, and is above all things, the defining characteristic of Joule's ales.

"The ale is sold in pubs in a 30-mile radius; 22 owned by the brewery and 50 free trade accounts."

Joule's history dates back hundreds of years, to monks who brewed their own beer, blessed it and then marked the barrels with a simple red cross.

In the late 1700s Francis Joule adopted the same red cross as the symbol for Joule's Ales – and in 1929 the Red Cross Act made this the symbol for international first aid, Joule's had special dispensation to continue to use it.

Today the brewery is continuing to expand and while it recognises north Shropshire is its home, it is branching out.

Mr Leedham said: "Joule's used to be dominant in Market Drayton, owning six pubs. One, which they built from the ground up, is once again a Joule's house, The Lord Hill in Shrewsbury Road.

"The brewery was also a Joule's pub, so our roots are very much in the town.

"The brand is ancient but we are very much a Shropshire brewer.

" We enjoy flying the flag in north Shropshire, but we are also are very keen to represent Shropshire brewing with other county towns – we have pubs in Shrewsbury, Ludlow and Church Stretton."

Despite the economic downturn Joule's has continued to grow, acquiring more pubs and producing more beer.

"It's the beer that allows us to grow," Mr Leedham said.

"I also think Shropshire has a well of beer cognisee, who love good things, and welcome small artisan crafts.

"Craft brewing through the county is doing well, and we are very proud to be a part of that.

"London has Pride, we have Joule's, Shropshire Gold and XXX."

Mr Leedham added: "We have 20 tap houses that are Joule's pubs, but we also have investments in another 15 which we refer to as 'sponsored houses' and are all about the local community and landlord.

"We are optimistic for the future and where we can go.

"The future for craft brewing is good, and we plan to carry on investing in Shropshire and to a lesser extent in Staffordshire."