Hampshire and Surrey Hills Men’s Choir is running a “Taster Evening” at Hogs Back Brewery on 16th April

The acclaimed Hampshire and Surrey Hills Men’s Choir has announced a “Taster Evening” to be run at Hogs Back Brewery on Wednesday 16th April at 6:30 p.m. to encourage men into singing in a choir.

Following a very successful similar event focused around Camberley in 2024, and which led to 15 new members permanently joining, the choir is now inviting men from Farnham and surrounding areas to come along to a fun evening at the iconic home of local Surrey beers – the Hogs Back Brewery at Tongham which is near to Farnham. 

The choir is seeking both experienced singers and those who haven’t even sung since schooldays to have a go. 

There's no audition to join in, no need to be able to read music and everyone will enjoy a free drink, a snack and a short singing session guided by the choir’s exceptional Music Director, Philip Viveash-Brainch. 

There is no charge for taking part, but pre-booking is requested for catering numbers – at https://www.trybooking.com/uk/ECIV.

Announcing the event, Peter Viveash, the Chairman of Hampshire and Surrey Hills Men’s Choir, said “We are very passionate about spreading the word to men about both the physical and mental health benefits of singing in a choir.” 

He went on to say: “No one should be be nervous about trying us out – we have a great deal of fun while being expertly tutored and supported by our MD”.

https://www.hampshireandsurreyhillsmenschoir.org.uk

Easy and Affordable Ways to Promote Your Food Business

We understand that times are tough for food businesses. 

Whether you're running a café, restaurant, food van, or catering service, keeping customers engaged and attracting new ones can be challenging—especially when marketing budgets are tight. 

The good news is that there are plenty of easy, cheap, or even free ways to promote your food business effectively. 

Here are some strategies to help you boost visibility and sales without breaking the bank.

1. Leverage Social Media (Free)

Social media is one of the most powerful and cost-effective tools for promoting your food business.

Post high-quality photos of your dishes to entice customers.

Use Instagram Stories, Facebook Reels, and TikTok to showcase behind-the-scenes content, daily specials, or customer testimonials.

Engage with your audience by responding to comments and messages promptly.

Run interactive polls, Q&A sessions, or giveaways to keep your followers engaged.

2. Encourage User-Generated Content (Free)

Your customers can be your best marketers. Encourage them to share their dining experiences on social media by:

Creating a unique hashtag for your business.

Running a contest where customers share their meals for a chance to win a free dish or discount.

Featuring user-generated content on your social media pages to build a sense of community.

3. Optimise Your Google Business Profile (Free)

Having an up-to-date Google Business Profile can increase your visibility in local searches. Ensure that:

Your address, contact details, and opening hours are correct.

You upload high-quality photos of your food and premises.

You encourage happy customers to leave positive reviews.

You respond to reviews to show engagement and appreciation.

4. Partner with Local Businesses (Free or Low Cost)

Collaboration is a great way to expand your reach. Consider:

Partnering with local coffee shops, bakeries, local breweries, or markets for cross-promotions.

Offering exclusive discounts to employees of nearby businesses.

Featuring local suppliers or artisans on your menu to create mutual support.

5. Offer Discounts and Loyalty Rewards (Low Cost)

Everyone loves a good deal! Implementing a simple loyalty programme can encourage repeat customers.

Provide a stamp card where customers earn a free item after a set number of purchases.

Offer a small discount for referrals or first-time visitors.

Run limited-time promotions to create a sense of urgency.

6. Engage with Local Media and Bloggers (Free or Low Cost)

Local food bloggers and journalists are always looking for new places to review.

Reach out to them with a friendly email introducing your business.

Invite them for a complimentary meal/drink in exchange for an honest review.

Offer to collaborate on a giveaway to increase exposure.

7. Host Small Events or Tasting Sessions (Low Cost)

Hosting an event doesn’t have to be expensive.

Organise a tasting session for new menu items.

Host a cooking demo or workshop.

Collaborate with local musicians or artists for a themed evening.

8. Make the Most of Email Marketing (Free or Low Cost)

Email marketing remains a powerful tool for customer retention.

Collect emails from customers through your website or in-store.

Send a monthly newsletter with updates, promotions, and special offers.

Personalise emails with customer names and tailored recommendations.

9. Get Listed on Food Delivery Apps and Directories (Varied Cost)

If you offer takeaway or delivery, make sure you're visible on food apps and directories like:

Just Eat, Deliveroo, or Uber Eats (if applicable to your area).

Local online food directories or community pages.

Your own website with an easy-to-use online ordering system.

10. Engage with Your Community (Free or Low Cost)

Building relationships with your local community can generate loyal customers.

Participate in local markets, fairs, food fairs, or charity events.

Sponsor a small community event or sports team.

Offer a “pay-it-forward” scheme where customers can donate a meal to someone in need.

Final Thoughts

Promoting your food business doesn’t have to be expensive. By using these simple and affordable strategies, you can increase visibility, attract new customers, and keep existing ones engaged. The key is consistency—stay active, be creative, and always provide great food and service.

Of course, That's Food and Drink will help promote your business for free. Please get in touch if we can help.

Which of these strategies will you try first? Let us know in the comments or share your own tips for food business success!

Cornish Firebrand Brewing Co. Unveils Finisher Beers for Arc of Attrition

Firebrand Brewing Co.is delighted to unveil two finisher beers that it has created for the Arc of Attrition by UTMB event being held in Cornwall at the end of January. 

Everyone who finishes the 100, 50 or 25 mile race will find a special edition Firebrand pale ale or alcohol-free lager waiting for them at the finish line.

Joe Thomson, Co-owner and Head Brewer at Firebrand Brewing Co. explains: “Running has been a transformative journey for me. I started in 2022, looking to live a healthier lifestyle, and it quickly became a passion. 

Taking on the Arc 100 last year was an unforgettable experience and I am honoured to partner with the Arc of Attrition by UTMB this year with two special beers for the race. We can't wait to see runners cross the finish line and celebrate their incredible achievements with a well-earned beer."

Firebrand's special edition Arc beers include an alcohol-free lager that is gluten free, vegan friendly and only 35 calories per can. It is joined by a pale ale created from Apollo and Mosaic hops which has a sweet, malty base and smooth, clean bitterness. 

The Arc 100, Arc 50 and Arc 25 are point-to-point challenging coastal races along the stunning and dramatic South West Coast Path. Held from 24th to 26th January 2025, the Arc of Attrition by UTMB sees competitors tackling some of Cornwall's finest coastal paths in tough and challenging winter conditions. Born in 2015, the Arc of Attrition has grown from a single 100 mile race with 54 local competitors to a race that now attracts the best trail runners across the globe.

Firebrand Brewing Co was forged in 2012 in a converted milking parlour on the untamed edge of Bodmin Moor, North Cornwall. The idea was born from a passion for beer made from all-natural ingredients, Cornish spring water and American hops.

For further information on Firebrand Brewing Co. please visit www.firebrandbrewing.co.uk or follow them on Facebook and Instagram. For further information on Arc of Attrition visit Arc of Attrition by UTMB.

Why Now Is the Perfect Time for Brewers to Experiment: Defying Tradition in the Beer World

The world of beer is undergoing a significant transformation. From small craft breweries to larger, more established brands, the time has come for brewers to break free from tradition and start experimenting with bold, new ideas. 

In a market where consumers are increasingly seeking out unique flavours and unconventional styles, sticking to the old, established order is no longer enough to capture attention or stand out in the crowd.

Whether you’re a small independent brewer or part of a larger brewing company, embracing innovation and experimentation can open up exciting opportunities to attract new audiences, push creative boundaries, and redefine what beer can be. 

Here’s why now is the perfect moment to make experimental beers that defy the old rules of brewing.

Changing Consumer Tastes

Beer drinkers today are more adventurous than ever before. No longer content with simply choosing between lagers and ales, they are on the lookout for distinctive, memorable experiences. Consumers are willing to explore unconventional ingredients, experimental brewing methods, and fusion styles that blend flavours from different parts of the world. The success of sour beers, barrel-aged brews, and hybrid styles like milkshake IPAs are clear indicators of this trend.

This shift towards curiosity and open-mindedness has created an ideal environment for brewers to experiment. Whether it’s adding unexpected ingredients like spices, fruits, or even coffee, or trying new fermentation techniques, there’s now an appetite for beers that push boundaries. Consumers are eager to taste something new, and brewers who take risks are more likely to capture their imagination.

The Craft Beer Movement: A Hotbed of Innovation

The craft beer movement, which has exploded in popularity over the last decade, has paved the way for experimental brewing to thrive. Small, independent brewers have been at the forefront of innovation, creating beers that challenge traditional styles and expectations. These brewers have proved that there’s room in the market for creativity, turning once-niche styles like hazy IPAs and barrel-aged stouts into mainstream sensations.

Larger breweries, once more risk-averse, are now realising the importance of keeping up with the craft beer revolution. To stay relevant in this evolving market, even established brands are beginning to experiment with small-batch releases, seasonal brews, and collaborations with craft brewers. The walls between “craft” and “mainstream” are crumbling, and innovation is being embraced across the board.

Breaking Free from Tradition

For centuries, beer styles have followed fairly rigid guidelines. A stout should taste like a stout, a lager like a lager, and so on. However, these boundaries are increasingly being blurred as brewers combine different brewing traditions and experiment with unconventional approaches.

Now is the time to move beyond the idea that beer needs to fit neatly into predefined categories. Brewers can mix elements of different styles or borrow techniques from other sectors, like winemaking or distilling, to create new, hybrid beers. For example, the trend of "pastry stouts" has brought dessert-like flavours to traditionally strong, dark beers, while "brut IPAs" take inspiration from Champagne to deliver a dry, crisp finish in a beer.

By breaking free from these traditions, brewers can redefine what beer is and open up a world of new possibilities.

Pushing Sustainability Through Innovation

In addition to consumer demand for exciting flavours, there’s also a growing awareness around sustainability. Experimentation in brewing is not just about taste—it’s also about finding more sustainable and ethical ways to produce beer. Brewers are increasingly looking for ways to reduce their environmental impact, whether through sourcing local ingredients, reducing water usage, or finding creative ways to repurpose waste materials.

By experimenting with alternative ingredients or sustainable practices, brewers can appeal to a more eco-conscious audience. Whether it’s using surplus bread to brew beer or experimenting with ancient grains that require less water, these innovations can set brewers apart while making a positive environmental impact.

Collaborations: The Power of Creative Synergy

One of the most exciting developments in modern brewing is the rise of collaborations between brewers, both large and small. When brewers come together to create experimental beers, they can combine their expertise and push each other to think outside the box. These collaborative brews often result in beers that are more daring, inventive, and complex than what either brewer might create alone.

Collaborations also create a buzz in the beer community, attracting attention and drawing in drinkers who are eager to try the results of two (or more) brewing minds coming together. They also provide an opportunity for smaller brewers to work with larger brands, reaching new audiences while maintaining their independent identity.

Embracing Experimentation: What’s Next?

For brewers, the possibilities of experimentation are nearly endless. Here are just a few areas where brewers are already pushing the boundaries—and where future innovation is likely to continue:

Unconventional Ingredients: From tropical fruits to spices, chilli peppers, or even seaweed, brewers are exploring new flavours and creating beers that challenge the traditional palate.

Barrel-Aged and Wood-Influenced Beers: Ageing beer in barrels traditionally used for spirits like whisky or rum creates rich, complex flavours. Brewers are also experimenting with different types of wood to impart unique tastes into their brews.

Wild Fermentation: While traditionally seen as risky or unpredictable, wild fermentation is becoming more popular as brewers embrace the complexity it can bring. The use of wild yeasts, like Brettanomyces, can create beers with funky, sour, or fruity characteristics.

Alcohol-Free Innovation: With the rise in demand for low and alcohol-free options, brewers are experimenting with how to produce beers that retain full flavour without the alcohol. These beers are no longer afterthoughts but are being crafted with the same creativity and care as their higher-ABV counterparts.

Conclusion

For both small craft brewers and larger, established breweries, now is the time to embrace experimentation. Consumer tastes have evolved, with more people seeking out exciting, unconventional beers that break away from the old, established order. The craft beer revolution has opened up opportunities for innovation, and the market is ripe for brewers who are willing to take risks.

By experimenting with new ingredients, brewing techniques, and sustainable practices, brewers can not only satisfy the growing demand for unique and adventurous beers but also redefine what beer can be. Whether you’re a small independent brewer or part of a larger brand, now is the perfect moment to break free from tradition and start creating the next wave of experimental beers that will captivate drinkers for years to come.

Institute of Brewing & Distilling launches the Beer Sensory Analysis course

The Institute of Brewing & Distilling (IBD), the most widely recognised learning provider of technical education in the brewing industry in the world, has launched a brand new self-assessed and on demand technical course, Beer Sensory Analysis.

This new short course, which reinforces the IBD continuing professional development offering, is aimed at all brewers and quality professionals who want to improve beer quality through sensory and flavour and run effective sensory panels. The course would also benefit serious home brewers.

What does The Beer Sensory Analysis course provide? The knowledge and tools required to understand and control beer flavour. It will enable learners to run a range of sensory tests, assess the results and ultimately to improve their brewing process and also their beer. All displayed in an engaging, interactive and multimedia format.

This course has been developed in collaboration with leading sensory scientists and brewing professionals.

It provides the same technical excellence found in all IBD qualifications, with the benefit of not needing to sit a formal exam.

The Beer Sensory Analysis course includes a downloadable and useful PDF with technical information such as:

The basis of beer flavour

The descriptors and thresholds of over 100 key flavour compounds

The beer flavour terminology system and flavour wheel

How to recruit, screen and train an effective sensory panel

Tasting room design for breweries of all sizes

Tasting forms for more than 10 sensory tests

The statistical tables, equations and calculations to interpret test results

The course features text, videos, animations, quizzes, and games to help enhance your learning. At the end of the course, learners will receive a Certificate of Completion.

Stuart Howe, IBD Technical Development Manager, explains: “Whatever the size of your brewery, this course should help you to better understand beer flavour and to get the best value from your sensory endeavours. It may also save you spending money on the services of companies who offer sensory management systems and training. We're confident that not only will you enjoy the course, it'll also benefit your career, your brewery, your beer, your consumers and also your sales volumes!”

Tom Shelston, IBD Chief Executive Officer, points out: “This is the fourth short course that we've launched over the past year, showing the IBD commitment to continuous professional development. We're reinforcing our learning offering with these on demand courses to provide dynamic, flexible and cost effective ways to educate professionals in our industry”.

https://www.ibd.org.uk/courses/beer-sensory-analysis-course

Yorkshire Pudding Beer back at Aldi following huge success

Malton Brewery was one of seven suppliers to be awarded a massive, life changing contract in Channel 4’s hit show Aldi’s Next Big Thing.

Back on shelves nationwide from 25th May, it was the supermarket’s fastest selling product of the entire series.

Aldi is bringing back Malton Brewery’s Yorkshire Pudding Beer (£1.75, 500ml) following its sell out success last year.  

The delicious ale, made with real Yorkshire Puddings, hit the headlines following its big win in Channel 4’s ‘Aldi’s Next Big Thing’ a six-part series which gave small businesses a chance to be listed on Aldi’s shelves nationwide.  

Father and son duo Harry and Howard Kinder wowed Julie Ashfield, MD of Buying at Aldi, with their intriguing creation, which was described as ‘deliciously creamy’.  

A solid favourite with Aldi shoppers, it virtually sold out within the first week.

Promising to be a popular choice once again as it hits shelves from 25th May, (that's two days time!) the beer is made in the foothills of North Yorkshire with real Yorkshire puddings, to give its creamy, light quality that is both soft and delicious on the palate. 

Julie Ashfield, says: “The innovation behind Malton Brewery’s Yorkshire Pudding Beer is really outstanding. Our shoppers absolutely loved its unique taste, so it’s only right that we have returned it to our stores.” 

Howard Kinder, of Malton Brewery and creator of the Yorkshire Pudding Beer says: “Appearing on the show was absolutely life changing for us. Not only did we land our biggest contract ever, supplying one of the nation’s favourite supermarkets, but orders also went through the roof. It catapulted us into a whole new chapter.” 

The launch comes as Channel 4 confirms a second series of Aldi’s Next Big Thing.   

The supermarket is calling on suppliers of all shapes and sizes to get involved. Applications can be made via https://www.aldi.co.uk/next-big-thing. Entries close on 12th June.   

Malton Brewery’s Yorkshire Pudding Beer will be available in stores nationwide and via Click & Collect from 25th May, while stocks last. 

www.aldi.co.uk

King of Beers? The crown belongs to W J King, Brewers!

W. J. King area proud traditional brewer based in Horsham, West Sussex.

Although they declare themselves to be a new style micro brewery, they are clearly more akin to the master brewers of yesterday, when each town of note -and with a good supply of water- had at least two or three breweries, each producing some extremely fine beers all under the watchful eye of the master brewer.

And this is what drinkers will get this Christmas and New Year should they be fortunate enough to find themselves drinking beers brewed by W J King.

Because W J King are proper, traditional brewers of finely crafted ales who do not compromise on brewing technique or on the fine ingredients that they use.

Their IPA, for example, is a fine example of this style of beer. Although it is heavily hopped, this is not over done so the high hop content is well balanced and there is a wonderful fruity tang that supports the hoppy bitterness.

There Market Porter is another fine beer. My wife -an expert on Porter style beers- has declared this the finest Porter she has drunk in many a year!

It is darkly roasted, and yes, one can imagine Victorian market porters using this to slake their considerable thirst before heading back, satisfied, for several hours more hard work. And then, after work, imbibing some more of it before making their way home.

These are only two beers from their extensive range of CAMRA recognised and bottle conditioned beers. To find out more and where to buy them visit www.kingbeer.co.uk

You must get a selection in for Christmas and the New Year.

Box Brewery should be on your Christmas list!

If you are buying beers for yourself or a family member or a friend for this Christmas and Nee Year period,. then you simply must make certain that beers from the Box Brewery are on your list.

They are one of the leading independent brewers in the South of England, proudly sited in Wiltshire.

One of their fine ales is called Funnel Blower and, as my wife is a fanatic for the history of Victorian engineering. this one really caught her attention.

It is a finely hand crafted real ale and named for an incident that struck the Isambard Kingdom Brunel ship the Great Eastern, when, two days after her sea trials commenced, the ship suffered a gigantic explosion which blew off one of her five funnels.

What of the beer? The only thing this is liable to blow is your taste buds! It isa serious ale and not to be taken lightly, coming in with an ABV of 4.5%. The other thing that took my wife's fancy about this beer -and mine, too! is that this is a dark brown coloured Porter beer.

It has a good Porter aroma, you just know that there are some well-roasted barley and malts in there! You can taste the bitterness of the roasted notes, but that's well-balanced by a nice sweetness that pervades this fine ale.

It will cost you a very reasonable £2.35 a bottle and for stockist lists please visit www.boxsteambrewery.com or call them on 01225 858383.

Of course, this is not the only beer they brew. Please ask them for details and do mention That's Food and Drink and That's Christmas when you contact them!