GUEST COLUMN:
Nick Payne
Managing Director
Brains Brewery
As I take on the role of Managing Director at Brains Brewery, I find myself both energised by the opportunities ahead and mindful of the challenges the brewing industry faces in 2025.
For Brains, this is a pivotal year – a chance to reconnect with our Welsh roots and remind our community why our beers have been cherished for generations. At the same time, it’s a year when we must navigate shifting consumer trends and prepare for regulatory changes that could significantly impact our business.
Brains has been part of Welsh life since 1882, and my priority is to re-establish us as a cornerstone of our homeland. Wales has always been our heartland, and our iconic beers like SA, Dark, and Rev. James are woven into the fabric of local pubs and communities. While the beer market is saturated with options, our strength lies in authenticity, heritage, and quality. When people pick up a pint of our beer, they’re reminded of how a great ale should taste.
We know we have a loyal core of drinkers, but we also need to attract a new generation to the joys of ale. That’s a delicate balance – staying true to what our long-time fans love while appealing to younger drinkers with fresh ideas. It’s a challenge I’m excited to take on, and it’s all part of ensuring Brains remains a brand that resonates with everyone in Wales.
Another trend shaping the brewing landscape is the rise of low and no-alcohol beers. These options have come a long way in recent years, and the quality is now such that many people can’t tell the difference in taste. For Brains, this represents an exciting opportunity. Whether someone wants a refreshing non-alcoholic option or a lower-strength beer that doesn’t compromise on flavour, we want to be their go-to choice.
That said, the market for low and no-alcohol options remains small, and for many pubs and retailers, offering these products can be a tough call. They need to weigh up whether a non-alcoholic beer will sell as well as a traditional favourite and whether it will deliver the same margins. But I firmly believe that any business not exploring this market now risks missing out on a growing consumer demand.
On the regulatory front, the potential introduction of a Welsh Deposit Return Scheme (DRS) presents significant uncertainties for the drinks industry. The idea of encouraging sustainability through returnable containers is something we can all get behind in principle. However, if Wales, England, and Scotland each implement different schemes, the operational complexity for producers like us could be immense.
For Brains, having to produce separate cans or bottles for each nation, monitor their movement, and manage the costs associated with the scheme would be a major burden. For small and medium-sized businesses, this could even limit their ability to trade across borders. We need a joined-up approach that ensures consistency across the UK while achieving the sustainability goals we all share.
Despite the challenges, I’m optimistic about the year ahead. Brains has an incredible legacy and an exciting future. By focusing on our heritage, embracing new consumer trends, and working collaboratively to tackle regulatory hurdles, we’re positioning ourselves for long-term success.
This year is about more than just brewing great beer – it’s about making Brains a brand that Wales can continue to be proud of, at home and beyond. For me, there’s no better way to start this journey than by raising a glass to the future of Brains and the Welsh brewing industry. Cheers to that!
