The London Craft Beer Guide by Jonny Garrett

Author:Jonny Garrett
Language: eng
Format: epub
ISBN: 9781473551015
Publisher: Ebury Publishing

FOURPURE

BREWERY

FOURPURE.COM

UNTIL RECENTLY FOURPURE WERE SEEN AS A LITTLE DULL AND SERVICEABLE, BUT A FOCUS ON QUALITY INGREDIENTS AND THE BEST TECHNOLOGY MIXED WITH SOME NEWFOUND DARING HAS REVITALISED THE BREWERY.

At the start of 2016, Fourpure did a rebrand. When they founded four years before, craft beer was going through a strange phase. Like a kid in his dad’s shoes several sizes too big, the industry was trying to look more grown up than it was. Fourpure’s original branding was the embodiment of that. Sleek and clean, conceived by committee and completed by agency.

Founded by brothers Dan and Tom Lowe, the brewery takes its inspiration from their travels around the world. They made Bohemian lagers, West Coast IPAs and London stouts. It was exciting and forward-thinking, particularly the decision to can the beers long before it became the trendy thing to do. Cool as the cans were though, the branding didn’t suit the beers – outside it was all business, but inside was delicious craft chaos. I remember the first time I drank the IPA – crammed full of Christmas pine, sweet resin and citrusy bite. It was wild compared to the packaging.

Then craft beer cottoned on, and the brands making a name for themselves didn’t take themselves seriously at all. They made absurd-sounding beers, with completely unmarketable names, and used ingredients you had never even dreamed of. They relished their place on the fringes of drinking culture and dragged people out to meet them. Fourpure was in danger of being left alone in the middle and they knew it.

The 2016 rebrand has been magic, transforming their look with eye-catching graphics that explain in just a few strokes what the beer and the brewery is about. But more than that, it’s been part of a shake-up throughout the small company to respond to the movement away from the middle ground. Employing more experimental brewers to push recipes further has given the brewery a new lease of life. It’s clear to see on the vibrant, exciting tallboy cans of Juicebox, a single hop IPA made with the zest of all sorts of citrus fruits. It’s pithy and juicy but balanced and sinkable. It’s an awesome summer beer, born for lazy afternoons playing French cricket or slowly getting frazzled in a festival field.

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