A few years back, when I was still involved in hospitality trade journalism, I would get occasional invites from Carlsberg to PR gigs. One was to Wembley to see England play San Marino. The match itself was the predictable turkey-stuffing (5-0) but it was the entertainment beforehand we were particularly supposed to appreciate: Northampton’s Danes had taken over part of Wembley town hall and turned it into an “If Carlsberg did pubs” pub, with unlimited free pints of lager delivered on sushi-style conveyor belts, the Lightning Seeds as the pub band and Ian Wright, Paddy McGuinness and Jeff Stelling as pre-match pundits. It was quite fun, as quite fun goes, but the big drawback was the beer: Carlsberg.
I don’t have anything against big-corporation beer in itself, but I do have a big problem with dull beer: I can’t drink it. I have a very low boredom threshold with food and drink (and most other experiences, actually) and I would literally rather drink nothing than drink more than a couple of pints of beer with no interest. And that Carlsberg: it wasn’t actually bad, or faulty, it was simply a cypher, a blank hole where beer should have been. There was no pain in drinking it, but it was a hedonistic vacuum that actively repelled me, that made me not wish to experience this beery nothing.
The one upside, I thought, was that at least I wasn’t going to get embarrassingly drunk on free beer, since I couldn’t bring myself to bring it near my mouth. So I waited, faintly bored, until the drinking was over and we could go and watch the match – which was a similar sort of experience to the beer, ironically. Had it been a ten-nil walloping, that would have been good to watch. Had it been decent opposition, that would have been good, too. But five-nil against San Marino, a country with a population the size of Letchworth: meh.
So: come forward to the present day, and the Cobblertown-based Danes are now apparently admitting that, indeed, their beer really hasn’t been up to much: the San Marino of beerdom. In the run-up to a relaunch last month of the basic 3.8 per cent abv “Green” Carlsberg, the company started retweeting tweets from drinkers comparing the beer to drinking stale breadsticks, or the bathwater your granny died in, using the increasingly popular “beat us, we’re bad” strategy marketeers seem to think makes consumers love them because they’re apparently being deeply honest, for a change. Then its VP of marketing in the UK, Liam Newton, pulled on the sackcloth, dumped a pile of ashes over his head, threw himself on his knees and wailed: “At Carlsberg UK, we lost our way. We focused on brewing quantity, not quality; we became one of the cheapest, not the best. In order to live up to our promise of being ‘probably the best beer in the world’, we had to start again.” Actually, Liam, you used to say “Probably the best lager in the world”, you little fibber, not least because prosodically the two beats of “lager” make for a better-sounding slogan that the single beat of beer: cretic, trochee, spondee, cretic rather than the clunkier cretic, cretic, cretic,
Green Carlsberg is now calling itself a Danish pilsner, rather than a lager: presumably “consumer feedback” suggests “pilsner” sounds posher. Poor Bhavya Mandanna, head brewperson at Carlsberg UK, ventriloquised the following nonsense, courtesy of Carlsberg’s PR people: “Our new Pilsner has a fuller body and a perfect balance of bitterness and sweetness made possible through modifications to our brewing process and the addition of bittering hops in the brewhouse.” Wow, they’re adding bittering hops in the brewhouse! There’s innovative! Tell us more, Bhavya, and let’s see if you can say it while the PR man sits you in his knee with his hand up the back of your jacket as he swallows a pint of supposedly perfectly balanced lager: “Aroma hops with citrus and floral top notes give a greater depth of flavour whilst maintaining the light and refreshing qualities of Carlsberg.”
Enough guff. Just because PR people make it appear you’re as filled with marketing bollocks as they are, it doesn’t mean you’re automatically a bad brewer. It’s only fair to put Bhavya’s new-style Green Carlsberg in a taste-off to see how it performs. I decided to pair it against Camden Town’s new “Weeknite Any Day” lager, a 3 per cent beer I suspect only escaped being called “Everyday lager” because that would have given the Portman Group the blue giptions for suggesting you could drink every day. And the result is (the envelope, please …)
The result, I’m actually disappointed to say, is exactly what a cynic might expect. The “new” Green Carlsberg, selling for £1 a 33cl bottle in your local corner offie (that’s £1.72 a pint), is scarcely less dull than its previous incarnation. It smells of almost nothing. It tastes of almost nothing. There’s a faintly meaty, metallic aftertaste that lingers for too long. More flavour comes through as the beer opens up in the glass, but so does a bitterness just hovering on the edge of unpleasant. A slight malt sweetness is present, but the main sensation is of something massively watered down. I’m bored even thinking about it.This is NOT the future of beer, and Carlsberg are only wasting time on what should be a controlled rundown of a beer in terminal decline.
Camden Town’s Week Nite, though, is a little bit of a revelation. It’s one of a growing number of what might be called “floral” or “fruity” lagers, cold-fermented beers made with hop varieties more normally associated with warm-fermented American IPAs – see, for example, Guinness’s Hop House 13 lager, hopped with Galaxy, a strongly flavoured Australian hop with lots of tropical fruit/peach aromas, Topaz, another Australian hop, with hints of clove and lychee and Mosaic, from the US, with more tropical/floral/citrus flavours – that are becoming increasingly popular – see, for example, Guinness’s Hop House 13, very likely to be already on a bar top near you just three years after its launch.
What this new style of lager is delivering is taste, something that, 20 years after the American IPA revolution, is finally becoming a mainstream demand, plus “cold refreshingness”’ something beers such as Carlsberg once had tied up and held down on the ground, but which is no longer enough. What Week Nite is delivering as well is relatively low alcohol: it used to be that a three per cent beer would have to be made with roasted or high-dried malts, like a brown ale or a dark mild or a sweet stout, to deliver flavour. Brewers are now discovering that it is possible to deliver flavour in a low-gravity beer with American-heritage hops:
Week Nite has Motueka, a New Zealand hop with Saaz in its family tree but also NZ hops to give a distinctly tropical fruits aroma, and Centennial, one of the classic American “C-hops”, adding more citrus flavours, as whirlpool hops, and it is then dry-hopped with Motueca and Centennial again, plus Cascade, another citrussy American C-hop, and left unfiltered and unpasteurised – but moves likely to increase the flavour in a low-gravity beer. The result is a somewhat austere beer with a restrained mango, physalis and passionfruit nose, mango juice in the mouth, just enough bitterness to hold it all up and the body of an ultra-marathon runner: not so much thin as wiry. That sounds harsher than I mean to be on this beer: for a three per cent alcohol brew it stands up very well, and it should hit the target market, people wanting something tasty that won’t lay them out, right in the eye. The 33cl can represents exactly one UK unit of alcohol: pace yourself and you could drink one of these every 40 minutes while staying totally sober.
You don’t have to stare too deeply into a beer-filled crystal ball to predict that (1) there will be a constant flow of launches of floral/fruity lagers, in the wake of Hop House 13, and (2) this poses big problems for the “standard” lager giants, who can’t reformat their existing beers, for fear of alienating their existing drinkers, but who are not recruiting new drinkers in enough numbers to maintain market share. The “lager louts” of the 1980s are now, to revive an old joke, becoming Saga louts, 30 years on, as they close in on their 60s, and nobody aged 18 wants to drink the beer a 60-year-old drinks. It looks like Carlsberg’s pet British micro, London Fields, has already had an attempt at a “fruity” lager with the launch of Broadway Boss, using a “traditional” hop in the boil but “a new American variety in the whirlpool to give it a lemony zing.” Unfortunately the whole first batch has had to be recalled after high levels of DMS in the final product, but they’ll be back …
What, then, do AB InBev and Heineken do, with so much invested in Stella, Budweiser, Fosters and the rest? Will we see the launch of Stella floral, of Fosters fruity, or will they try new brands entirely, using, perhaps, their recently acquired “craft” breweries as cover? Those of you at the back shouting “Camden Town is owned by AB InBev!” – yes, exactly. What we have here with Week Nite is a floral/fruity toe in the lager by AB InBev’s marketers, to see if anybody bites. If it doesn’t work, no problem: no embarrassment for the big brands. If it does, then woo-hoo, roll that baby out round the distribution network.
And on cue, *ding* into my email intray today comes a release from Shepherd Neame about its new Bear Island Triple Hopped Lager, hopped with Saaz, pretty much the standard “noble” lager hop, from Bohemia, somewhat herby, but also Challenger, a British hop with a touch of orange marmalade, and, that one again, Mosaic, for the floral/tropical/citrus delivery. There’ll be plenty more along soon.
Exactly when it started happening I’m not sure, but bitter, once the glory of the British beer scene, is disappearing. In the place of all those marvellously hoppy, complex bitters and best bitters we once sank by the pottle and quart, we now have brews sold under the same brand names, made by the same breweries, very probably to the same recipes, with the same ingredients – but describing themselves as “amber ales” instead.
Take London Pride, for example. Until very recently Fuller’s was delighted to call this classic beer exactly what it was and is, and has been for more than 60 years, since it first appeared on bartops – a best bitter. Now it’s an “original ale”. Let’s stifle the pedantic retort that an “original ale” would be brewed without any hops at all, and merely ask ourselves: WTF?
Similarly with Wadworth’s 6X, formerly a “traditional draught bitter”, now a “crafted amber ale”. It would take Jacques Derrida to deconstruct what the word “crafted” is doing in that description, but he’s dead, and since he was French I doubt he drank English beers of any sort anyway, so let’s have a stab ourselves and suggest it’s been stuck in there in an attempt to add some unneeded “authenticity” to a beer that has been around for more than 90 years and needs no help from clueless marketeers.
The word “bitter” is disappearing from bartops and bottle labels across the country. Marston’s Pedigree, “The King of Bitters” once, now just another amber ale. Shepherd Neame Spitfire – “premium bitter” when it launched, “Kentish amber ale” today. Hook Norton Brewery’s Hooky bitter – now just “Hooky”, “amber and well-balanced”. Brain’s SA, formerly proud to call itself a best bitter, now just a “premium cask beer”. Arkell’s BBB, which is actually short for “best bitter beer”, is now branded simply as “3B”, with no clue as to where that comes from. Wells’ Bombardier, “English premium bitter” until recently, today a “British hopped amber beer”. Again, WTF? Unless the Scots and Welsh have started growing hops again, and as far as I am aware the last hop gardens in those countries closed in the 19th century, what will be going into Bombardier will be English hops. Is “English” another word, like “bitter”, that cannot now be mentioned in the context of beer marketing?
Not all bitters are dark cornelian-amber, of course, particularly those from the North West of England: thus Robinson’s Unicorn Bitter from Stockport is now Robinson’s Unicorn Golden Ale. JW Lees seems to be resisting, but even its bitter, while still proudly branded “Bitter”, is described today on the pumpclips bottle labels as an amber ale (though, while you CAN get amber that pale, that’s not what I’d call “amber-coloured. And incidentally, Lees, that claim on your website that “our all-malt amber bitter was first brewed in 1828” – I doubt that very much. Nobody was brewing well-hopped bitter ales outside London and Burton for decades yet.)
If you think this is just the big guys trying to move their beers away from cloth caps and roll-ups, I’m afraid not. Woodforde’s Wherry bitter, which stunned me when I first drank it more than 35 years ago – today, another amber ale.
Not everybody is doing it, of course, and it still looks to be only a minority that have ripped the page with “bitter” on out of their dictiionaries: there are plenty of brewers, hurrah, large and small, still proud to call their beer a bitter, a best bitter, even an extra special bitter. But it worries me that some brewery marketing departments seem to think “bitter” is a dirty word, and the way to sell a classic, traditional English product is to call it an “amber ale” instead. It’s dumb, it’s dumbing down, and it’s insulting to the beers and to drinkers, suggesting that they would skitter away from a word that they might associate with their granddad, and refuse to drink something called a bitter lest they sprout a fuzzy grey beard and their Converse sneakers turn into sandals.
It is as well the Portman Group wasn’t around when Admiral Sir Edward Belcher was fitting out his expedition to the Arctic in 1852 to try to find out what had happened to Sir John Franklin and his gallant men, lost on their voyage in search of the North West Passage seven years earlier. The Portman Group would have tried to tell Sir Edward that the Arctic Ale he was taking with him to sustain his men, brewed by Allsopp’s brewery in Burton upon Trent to around 11.25 per cent abv and shipped in “reputed quarts”, a whistle under 75cl, smashed its guidelines, being 8.4 units of alcohol in a single container, or more than twice as much as was permissible. Sir Edward would doubtless have replied in sailorly fashion, leaving everybody’s ears severely scorched.
The Portman Group’s “Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks”, which has just been updated, is fundamentally an exercise in arse-protecting by the drinks industry, an attempt through “self-regulation” to persuade the government not to listen to the nanny-state neo-prohibitionists who would like, in lieu of total prohibition, as many restrictions on the sale of alcohol as possible, accompanied by as much tax as the market will bear. The group, the self-styled “drinks industry watchdog”, is there to assure politicians that the makers of alcohol are doing sufficient to prevent harm caused by alcohol for there to be no need for any more government legislation.
Unfortunately you can never satisfy the wowsers enough without banning alcohol altogether, and the Portman Group appears to be incapable of standing up to people like the neo-prohibitionist Institute of Alcohol Studies and pointing out that whatever harm alcohol does, it brings much pleasure to a far greater number of people than it hurts. The result is the pursuit by the group of policies that will actively reduce the legitimate pleasure possible, in particular, from the consumption of strong beers such as barley wines and imperial stouts, with their massive depths of flavours, apparently under the misapprehension that the only people who want to drink a beer over seven per cent ABV are tramps sitting on park benches, and that tramps need to be prevented from getting drunk
SIBA, the small brewers’ group, has been getting seriously upset at changes in the new guidelines over the strength of beers, with its chief executive, Mike Benner, declaring that they “threaten new, innovative speciality beer styles like Imperial stouts, porters, IPAs and British interpretations of traditional strong Belgian styles,” and “SIBA is disappointed the Portman Group is pressing ahead to introduce new guidance, which says that ‘single serve’, non-resealable containers shouldn’t contain more than four units of alcohol.”
But this isn’t new at all: the attack on strong beers has actually been Portman Group policy for years – the guidelines already specifically stated that “putting in excess of four units in a non-resealable single-serve container indirectly encouraged immoderate consumption of alcohol, contrary to rule 3.2(f).” Carlsberg was found in breach of the guidelines in 2015 over its 500ml cans of nine per cent abv Special Brew, which contained 4.5 units of alcohol, which is why it is now only available in the UK in 440ml cans at 7pc abv, which is three units.
That ober dicta was based on the Chief Medical Officers’ drinking guidelines, which, at the time, suggested no more than four units of alcohol for men per day. When the CMOs came out with new guidelines in 2016 which dropped the daily limit in favour of a weekly one, the rug was tugged sharply from under the Portman Group’s justification for ruling against Special Brew, since producers could argue that as long as a drinker wasn’t having a can every day, there was no problem. They haven’t said so, but I’d bet what worried the Portman Group after the CMOs changed their line was having to argue in court in support of a four-unit limit per can or bottle if they were challenged.
In its summary of the responses to the consultation document it put out before the new guidelines were formulated – I recommend reading it – the Portman Group declared that it has decided that in future “containing more than four units becomes a contributory rather than an absolute factor: if the producer is able to demonstrate that mitigating factors should be taken into account – for instance, premium quality of the product, whether the product is typically decanted/shared, price at which it is typically sold, accompanying promotional material, et cetera.” In other words, convince us you’re an aspirational, upmarket product, preferably designed to be shared, and not tramp juice meant for solitary sipping while surrounded by pigeons, and we’ll think about letting you off. So in fact the new guidelines represent a slight relaxation of the previous restrictions, and if Carlsberg were to print “please share responsibly” on cans of Special Brew it might, perhaps, get away with putting the size of the cans back to 500ml and the strength up to nine per cent again. (Errr – though probably not …)
However, the Portman Group is still declaring that “single-serve, non-resealable containers that contain upwards of six units will be difficult to justify, even with mitigating factors,” with this upper limit “in line with UK binge drinking measure which is currently set at six units of alcohol in a single session for men and women.” It says its research shows that while nearly two thirds of people think a 75cl bottle of wine is for sharing, fewer than half think the same about a 75cl bottle of beer, making that bottle “single-serve”, according to its rules, and thus a container that should not have more than six units of alcohol inside. If a 75cl bottle of beer is “likely” to be regarded as designed to be drunk by one person, this would rule out any beer over 8 per cent abv in a 75cl bottle.
Among the beers that break the new Portman Group guidelines, and therefore face a potential ban, by being stronger than eight per cent and sold in 75cl bottles, are beautiful brews from the US, such as Brooklyn Brewery Black Ops, or Local 2, Rogue’s XS Old Crustacean barley wine and Lost Abbey’s 10 Commandments; a rake of great beers from Italian craft brewers, who go for 75cl bottles in a big way – pun semi-intended – including the wonderful Xyauyù Barrel from the Italian brewer Baladin; and a fair number of beers from the Netherlands and Belgium, including Chimay Grand Reserve, De Molen Hel & Verdoemenis (and several other De Molen beers), Duvel Barrel Aged (I had some of the third iteration of that earlier this week: excellent beer, like oak floorboards smeared with blood oranges), and Dupont Avec Les Bons Voeux.
There are not so many examples of big beers in big bottles from the UK (indeed, not the least problematical aspect of this policy is that since it vastly disproportionally affects overseas producers, and the Portman Group is funded by UK producers, there is a very good argument for saying that it represents an attempt at an illegal restraint of trade – not that that may matter so much in a post-Brexit world). Sadly, unlike Belgium or the Netherlands, Britain has long lost that tradition of hefty strong stouts and barley wines in anything but nips: 33cl at best. Even a 12 per cent beer in a 33cl bottle just misses a rap on the knuckles from the Portman Group, at 3.96 units. But half a degree over that and you’ll be on the carpet and asked to explain yourself: what mitigating factors are there that we should wave you through and let your beer be sold to responsible adults perfectly able to make their own purchasing decisions without nanny hovering?
And if you’re thinking of reproducing great beers from the past such as Allsopp’s Arctic Ale, in the original style of bottle, to give a good change of some bottle-age (because smaller bottles age worse than larger onea, for a variety of reasons), fuggedaboutit: you’ll be red-carded as soon as some do-gooder spots your beer on the shelf and grasses you up to the lasses and lads at 20 Conduit Street. The result is, indeed, as Mike Benner says, that innovation by British brewers is being cramped: we had a long history in this country of super-strong beers, from the thumping pale ales that the squirearchy used to brew on their estates in the 18th century as a substitute for bandy during our many years of war with France to the huge Burton Ales we exported to Russia and (somewhat surprisingly) Australia, and, of course, all those thumping stouts that eventually earned the name “imperial”. But if the Portman Group prevails, anyone trying to reproduce those beers from the past in any bottle size worth laying down will have to prepare a lengthy brief justifying themselves for daring to exceed four units a bottle. It seems clear the “watchdog” is hoping its barking will scare away strong beers entirely.
I cannot avoid seeing a strong streak of snobbism in this. The Portman Group gives the impression that it still sees beer as an inferior drink, and beer drinkers as people who need protecting from themselves. My local off-licence will sell you two 75cl bottles of 12 per cent abv Spanish red wine for the equivalent of £5 a bottle. If someone were selling large bottles of 11.5 per cent Arctic Ale at that price, there would be howls, from the Portland Group to the Daily Mail. But it’s OK: wine drinkers are nice people like us, and don’t need to be policed.
The Tipperary, in Fleet Street, has a fair claim to “oldest pub in London” status. You wouldn’t know this from the information you will find about it on the web, in books and magazines, and even the noticeboard outside the pub, which makes much of its storied past. Unfortunately, almost everything written about the history of the pub – including, shamefully, that noticeboard – is wildly, utterly wrong, a staggeringly inaccurate macedonie of untruths, misunderstandings, made-up nonsense, fake news and pure bollix of inexplicable ancestry. What is particularly tragic is that the pub actually has a fine back-story, which has become entirely submerged by layers of invented garbage.
Let’s begin by deconstructing the noticeboard that hails customers as they enter this charming, if cramped, old Fleet Street boozer, with its delightful, slightly shabby shamrock-decorated mosaic floor and dark wood-panelled walls. (We’ll ignore, as much as we can, the grammatical infelicities and spelling errors on the board, though they constitute in themselves a grievous insult to the hundreds, or more, of newspaper sub-editors who, in the times of Fleet Street’s glory as more than just a metaphor for Britain’s national press, walked through the Tipp’s front door in search of liquid relief.)
“The pub was built on the side [sic]of a monastery which dated to 1300 where, amongst other duties, the monks brewed ale.” – it was a friary, not a monastery. They were friars, not monks. A house for the Carmelites, more fully the Order of the Brothers of the Blessed Virgin Mary of Mount Carmel, was founded by Sir Richard Gray in Fleet Street in or about 1241, not 1300. (The Carmelites, as an aside, originated in the 12th century, and took their name from Mount Carmel in northern Israel, supposedly the home of the prophet Elijah. They were known as the “white friars”, from the white cloaks they wore, in contrast to the black-cloaked Dominicans, the “black friars”, whose main base in London was just across the Fleet river, and whose name is commemorated in a bridge, a railway station and one of the finest art nouveau pubs, inside and out, in the world.)
“This site was an island between the River Thames and the River Fleet which still runs under the pub that is now little more than a stream” – utter steaming garbage. The Tipperary is half-way up the hill that rises from what was once the west bank of the Fleet, which was 250 yards away to the east, not “under” the pub at all. The Fleet ran south along the line of what is now Farringdon Street – indeed, it still does, though now underground and converted into a sewer, which empties into the Thames under Blackfriars Bridge.
“‘The Boars Head’ which was built in 1605” – wrong again, though a rare example of a pub claiming to be much younger than it actually is, since “Le boreshede in Parish of St Dunstan in Fletestrete” was mentioned in the same grant to the Carmelite friars in 1443 as the Bolt and Tun inn next door. (This means, incidentally, that the Tipperary/Boar’s Head is at least 575 years old this year: there are only two or three other pubs in London that can reckon to be older.) “It survived the Great Fire of London in 1666. This is because the property was of stone and brick whereas the surrounding neighbouring premises were of wood.” More ahistoric nonsense. The fire destroyed all of Fleet Street to a point just past Fetter Lane, some 160 yards west of the Boar’s Head/Tipperary, which was one of the 13,000 buildings consumed in the blaze.
“In approx 1700 the S.G. Mooney & Son brewery chain of Dublin purchased ‘The Boars Head’ and it became the first Irish pub outside Ireland … The pub also became the first pub outside Ireland to have bottled Guinness and later draft.” I cannot fathom how or why anyone would invent this stuff, or have it so totally wrong. There is actually a gorgeous old mirror, probably more than 100 years old, on the wall inside the pub which gives the proper name of the pub chain – not “brewery chain”, whatever one of those is — that formerly owned the Boar’s Head/Tipperary, which makes getting the incorrect name outside the pub particularly inexcusable. It was JG Mooney and Co, not “SG Mooney & Son”: the company developed out of the licensed wholesaler and retailer business James G Mooney was running in Dublin from at least 1863. The Tipperary was not only emphatically NOT “the first Irish pub outside Ireland”, it wasn’t even JG Mooney’s first pub outside Ireland. The company acquired its first licensed outlet in London, on the Strand, in 1889, its second on High Holborn in 1892 and a third in Duke Street, on the south side of London Bridge, shortly afterwards. Mooney’s acquired the lease of the Boar’s Head, its fourth London pub, in November 1895. That’s not “approx 1700”, unless you think being nearly two centuries out is “approx”. (Mooney’s was to grow to at least 11 London outlets by 1940, all, or almost all, called “Mooney’s Irish House”: the one in Duke Street was known as “Mooney’s Dublin House”.) Nor, of course, was the Boar’s Head “the first pub outside Ireland to have bottled Guinness and later draft” (sic, again). Guinness was exporting to Bristol from at least 1825 (and to the West Indies earlier than that), in both cask and bottle.
“1918 At the end of the Great War the printers who came back from the war had the pubs [sic] name changed to ‘The Tipperary” from the song ‘It’s a Long Way’ [sic], which name it retains to this day.” But it was being called “Mooney’s Irish House (late Boar’s Head)” in 1895, and Kelly’s directories make it clear that the name of the pub was The Irish House right up to 1967. Only then did it change to The Tipperary. There are no references that I have been able to find to the pub as The Tipperary before this: it was certainly being referred to as “Mooney’s Irish House in Fleet Street” in the 1950s. (Strangely, there is a strong Fleet Street link to the song “It’s a Long, Long Way to Tipperary”, but it is nothing to do with returning printers. The song’s popularity with the British Army in France in August 1914 was spotted by a Daily Mail reporter, George Curnock, who cabled back to his news editor, Walter Fish that the soldiers were all singing the song as they marched from Boulogne to the front. According to Fleet Street mythology, “Fish visualised ‘Tipperary’ as a great national stimulative, the possible British counterpart of the ‘Marseillaise’, and to his delight found Lord, Northcliffe [owner of the Mail], with his fine flair for judging the public taste, equally enthusiastic. The words and the music of the pantomime song were secured and prominently displayed in the Mail, and from that day on it was on everybody’s tongue.”)
So: four paragraphs, at least 11 clunking, ludicrous errors, all of which could have been avoided with little effort. It took me two to three hours on the interwebs, and an hour in the Guildhall library looking at microfilms and consulting a couple of books, to put together the corrections above, and uncover a more accurate history of 66 Fleet Street. People, this is really not difficult. Don’t just repeat stuff you read – do your own research, because “stuff you read” is quite likely to be wrong.
The Boar’s Head originally faced onto Whitefriars Street (named, of course, for the Carmelites, and originally, until at least the 1830s, known as Water Lane). To the south was an inn called the Bolt-in-Tun, with both premises having back entrances dog-legging out on to Fleet Street, at what would later be numbers 64 and 66. (To the east, at what would become 67 Fleet Street, was a tavern owned by Royston Priory in Hertfordshire called the Cock and Key.) In a licence of alienation to the Friars Carmelite of London of certain premises in the parish of St Dunstan, Fleet Street, in the Patent Roll of 21 Henry VI – that’s 1443 to me and thee – “Hospitium vocatum le Boltenton” is mentioned as a boundary. This would have been a building attached to the friary for accommodating guests. The hospitium, or at least a building on its site, was quite probably at least a century older than this, because the wording of an ordinance of King Edward III in council dated 1353 suggests that the road from the bridge over the Fleet to Temple Bar, where Fleet Street becomes the Strand, was by then already lined with dwellings and well-inhabited.
The inn’s name is a pun on “Bolton”, and its sign was a bolt – a crossbow arrow – sticking though a tun, or cask. How or why it was give that name remains unknown. (At least two sources try to claim that the inn’s name is ” derived … from Prior William Bolton of St. Bartholomew, Smithfield”, which is more nonsense on stilts, because while Prior Bolton certainly used the bolt-in-tun as a badge, he was born around 1450, after the first known mention of le Boltenton. It’s more likely, in fact, that Prior Bolton stole the idea of using a bolt sticking through a tun as his badge from the Carmelites’ inn.)
It looks as if the Carmelites used the premises to brew, because after Henry VIII nationalised their friary in November 1538, the list of buildings surrendered included “a tenement for brewing called ‘le Bolte and Tunne'”, and “a brewhouse called Le Bolt and Tunne in the parish of St Dunstan in Fletestrete, which belonged to the late Carmelite Friars there” was leased to one of Henry’s household officials, John Gilman, in 1541. As the only inn on Fleet Street, and thus effectively the first inn on the Great West Road, the Bolt-in-Tun developed into an important base for coaches travelling to Bristol, Plymouth and South Wales. In September 1665 a boy was found dead of the Plague in its hayloft. The Fire of London the following year at least cleansed the city of plague-carrying rats, and by 1704 regular coaches for Windsor were starting from the rebuilt inn. In 1741 services from the inn included “A Handsome Glass Coach and six able Horses” travelling regularly to Bath. Destinations from the Bolt-in-Tun in 1805 ranged from Cardiff to Hastings, and Newbury to Chichester, and in 1817 26 coaches a day left the inn for towns and cities across the south and south-west.
About 1822 the Water Lane side of the premises was renamed the Sussex Hotel, but the Bolt in Tun continued as the booking office and coach destination in Fleet Street. You could still get a drink there: in 1830, John Richardson, 38, was nabbed by a police officer in the Bolt-in-Tun tap for stealing a horse-blanket worth eight shillings from the Bolt-in-Tun’s stables. (His defence was that “I was very tipsy”: he was fined one shilling and discharged.) The stables still had a hayloft, of course, and in March 1838 a fire broke out in the Bolt-in-Tun hayloft which “extended its ravages with great rapidity”, destroying all the hay, while the adjoining house, “occupied by many poor families,” was also “considerably damaged”. The proprietor in charge of coaching operations was Robert Gray, whose partner was Moses Pickwick – a surname that a young Fleet Street reporter called Dickens found a use for.
The coaching era, however, was nearing its end. From 1838 onwards, London was increasingly connected to the rest of Britain by railways, and in the 1840s the Bolt-in-Tun was described by its proprietor as a “Mail, Coach, and Railway Establishment”. Gradually the railway side took over, and by 1859 the Bolt-in-Tun was purely a booking office and parcel collection point for the railway companies. Eventually, in late 1882 or early 1883, most of the Bolt-in-Tun was demolished, ending a history of more than 440 years.
Timothy Richards and James Stevens Curl, authors of City of London Pubs, published in 1973, thoroughly screwed up the history of the Bolt-in-Tun, completely confusing it with the Tipperary, and claiming that “shortly after 1883 the Irish house of Mooney erected a new pub on the site of the Bolt-in-Tun, and it is this building that now stands.” This is, of course, as egregiously wrong as anything on the Tipperary’s signboard. Mr Curl is an extremely distinguished architectural historian, a member of the Royal Irish Academy, a Fellow of the Society of Antiquaries of London, a member of the Royal Institute of British Architects, and a Liveryman of the Worshipful Company of Chartered Architects of the City of London. He is a Professor at the School of Architecture and Design, Ulster University, Professor Emeritus at De Montfort University, Leicester, and a former Visiting Fellow at Peterhouse, Cambridge. He has written more than 30 books. Let us say that the entry on the Tipperary in City of London Pubs was not his finest hour.
The Boar’s Head led a comparatively quiet life compared to its neighbour. Boar’s Head Alley, alongside the pub, is first mentioned in 1570, and two inhabitants of the alley had to appear at a ward inquest in 1595 for not having chimneys in their houses. The first known licensee was William Hayley or Healey, there in 1664 and 1665. The next year the pub was destroyed in the Great Fire, but Hayley was back in business within a couple of years, and issuing a trade token bearing the words “William Healey at the [picture of a boar’s head] in Fleet Street • 1668 • His Halfe Penny”. How much of today’s pub dates from the post-Great Fire rebuilding I don’t know, but the City of London’s own “Fleet Street Conservation Area Character Summary and Management Strategy” paper from February 2016 named it as one of only “a handful of survivors immediately post-Great Fire” in the conservation area. The report dated the pub building to “circa 1667”, saying that the “slightly crooked window details” hint at its age, and adding that it has a “later, traditional pub frontage and stuccoed upper floors on a narrow historic plot.”
Behind the Boar’s Head, the rectangle of land bounded by the Thames, the walls of the Temple, Fleet Street and Water Lane/Whitefriars Street was known in the 17th century as “Alsatia”. It still had some of the privileges of sanctuary left behind from the days when it was the site of the Carmelites’ friary, which privileges were confirmed and enlarged by a royal charter issued by James I in 1608. The rule of law thus did not run in “Alsatia” as firmly as it did in the rest of the city, so that it was a refuge for on-the-run debtors, and “a hiding-place to cheats, false witnesses, forgers, highwaymen and other loose characters who have openly resisted the execution of legal process”, until the privileges of the liberty of Whitefriars were extinguished by William III in 1697.
The district continued to be lively. The Boar’s Head had all its windows smashed by a Jacobite mob during the “mug house” riots of 1716, because the landlord, Mr Gosling, was “well-affected to his Majesty King George and the present Government.” (It was described in news reports as an “ale house”, putting it one rung down the ladder from an inn like the Bolt in Tun.) Gosling was lucky: the mob’s real target was Mrs Read’s Coffee House in Salisbury Court, the next street east from Water Lane, which was a centre of Whiggish support for Britain’s new Hanoverian ruler. The Jacobite supporters stormed the coffee house, and when the landlady’s husband, Robert Read, shot dead the leader of the rioters, Daniel Vaughan, they smashed their way in, mad with fury. While Read and some of the coffee house clients escaped “with some difficulty” out the back, and others sheltered behind a barricade on an upper floor, the rioters trashed the downstairs rooms, smashing all the furniture to sticks and drinking all the ale, or letting it pour onto the floor. The Sheriff came and read the Riot Act, passed only the year before, and when that failed to have any effect, mounted troops were called in. The tumult finally ceased, arrests were made, and five rioters were later hanged in Fleet Street opposite Salisbury Court. Read, meanwhile, was found not guilty of Vaughan’s murder. You don’t get THAT kind of thing happening in Starbucks …
Gosling and the Boar’s Head were given a page in Ned Ward’s rhyming pub guide to London, A Vade Mecum for Malt Worms, written around the same as the mug house riots. This makes the Tipperary today one of the few among the 200-plus pubs Ward wrote about in the Vade Mecum and its companion, the Guide for Malt Worms that are still open. Ward described the Boar’s Head’s landlord as “justly prais’d/and by his Courage and good Drink emblaz’d/Is to some height of reputation rais’d.”
He had a better reputation than a later landlady. In 1775 there was a complaint by the wardmote inquest against Sarah Fortescue, widow and victualler of the Boar’s Head alehouse in Fleet Street, for keeping her house open at unseasonable hours, frequently the greatest part of the night, and for harbouring and entertaining “lewd women and other infamous and disorderly persons to the great disquietude and disturbance of her neighbours.”
Some time after the premises had risen from mere alehouse status: in 1812 the Boar’s Head was described as “That well known and long established first rate Wine Vault and Liquor Shop,” brick-built, four storeys high, and in the occupation and on lease to Mrs Geary at “the very low rent of 50£ per annum.”
The Boar’s Head survived the demolition of its neighbour, the Bolt-in-Tun, and then became the fourth of the Mooney’s Irish House chain in London in 1895, four years after the death of JG Mooney himself (the company continued under his sons Gerald and John Joseph, the latter a nationalist MP and, in 1900, the youngest member of the House of Commons.) The Mooneys brought in an English architect, RL Cox, to refurbish the pub, and it was presumably under his direction that the mosaic floor was put in, and the front step installed that still says “Mooney’s”. A fifth pub, near Piccadilly, was bought in 1896. The original premises in the Strand were closed when Kingsway was built, but a new bar was opened at 395 The Strand in 1900 which, until it shut around 1967, was famed for having the longest bar in London. At one point the company had another pub in Fleet Street, at No 154, formerly the Portugal, which closed in 1910. The serving staff in all its pubs were all male and Irish – no barmaids, apart, apparently from a brief experiment around 1963 – and Mooney’s Irish Houses were known for excellent service, excellent prices and excellent food.
Through the 1960s the company began to retreat from London, with the former Boar’s Head disposed of in about 1966-67, which is when the name change from Mooney’s Irish House to The Tipperary looks to have taken place. At the same time the name The Boar’s Head seems to have been resurrected for the upstairs dining room, as indicated on the signboard outside the pub: I am sure I can remember that the name “The Boar’s Head” used to be visible between first and second-floor level on the pub’s fascia in the 1980s or 1990s. Greene King is supposed to have taken the pub over in the 1960s: I haven’t researched this particularly, but the 1979 Camra “real beer in London” guide shows the Tipperary selling Everard’s Tiger and Wethered’s bitter, which suggests this is as inaccurate as the rest of the signboard’s claims about the pub. It apparently closed for a couple of years around the start of the 1980s, I believe, for a refurbishment, and it was certainly a Greene King pub in 1986, when it was listed for the ’87 Good Beer Guide as selling IPA, Abbot and the much-missed (by me) Rayment’s BBA. I am middlingly sure I drank Rayments in the Tipperary about that time, since I would have hunted out a rare central London outlet for one of my favourite beers, though that was 32 years ago. GK looks to have sold the pub a few years back, and it is now under independent ownership.
That’s it: a vastly, vastly more accurate history of one of London’s oldest pubs than you will find anywhere. What are the chances of promoting the correct version of events over the one on the signboard? Not good, I fear: there are at least five books, a number of newspaper and magazine articles (including one from the Daily Mirror which was, again, wrong in every sentence) and dozens of websites repeating the total nonsense version, including one book published a couple of years ago that talks of “the famous Dublin brewer SG Mooney & Sons” – they can’t be that “famous”, mate, you’ve never heard of them before, because THEY DON’T BLAHDY EXIST. And the more observant of you will have spotted that this particular author can’t even copy inaccuracy accurately: the signboard outside the Tipperary says “& Son”, not “& Sons”.
(Astonishingly, should you have £46 to throw away, you can buy a Tipperary pub Christmas decoration, 7.5cm high, to hang on your tree – down from £82, apparently.)
A few days since, two Excise Officers came to Mr Harwood’s Brew-house near Shoreditch to Gage the Liquors, but instead thereof, finding several of his Men drinking hard therein, sate down with them, and tipled so heartily with them, as to be thoroughly fudled. In the meantime the Surveyor came, and finding a Guile of Beer not set down in their Accounts, made a Report to the Commissioners, that Mr Harwood had caused his Men to make their Officers drunk, in Order to defraud the King of his Duties; So that a Tryal is likely to ensue thereupon, which may be very expensive to Mr Harwood, and be Instructive to others of the same Occupation.
Parker’s London News, or the Impartial Intelligencer, Friday September 4 1724, p5
Isn’t that a wonderful story? I found it (serendipity is marvellous) while looking for something else entirely. Unfortunately, as yet, I’ve been unable to discover any follow-up stories, so I don’t know if Harwood was actually taken to court for getting the revenue officers drunk, and if so, what happened to him. Updates may follow …
Beer history geeks will recognise Mr Harwood, brewer of Shoreditch, East London as Ralph of that ilk, the man identified, incorrectly, by John Feltham in 1802 as the supposed inventor of porter “about the year 1722” (ie two years before the adventures detailed above) as a replacement for a mixed drink called three-threads. It’s a story that went round the world. As early as 1812, German beer lovers were being told that ‘Der Brauer Harwood brauete den ersten Porter.’ In fact Ralph did nothing of the sort, and porter wasn’t developed to replace three-threads … but you knew that.
Still, that’s not as mangled as something you can still find on dozens of different sites all over the interwebs, which seems to be sourced from a book written for American home-brewers in the late 1990s:
Porter was the first commercially brewed beer. It was named for the train porters who were its original servers and consumers , and became hugely popular in 18th & 19th century Britain.
Train porters in the 18th century … and nobody was brewing commercially before then … sometimes I wonder why people like me and Ron Pattinson even bother.
It’s deja bu time again in the world of Big Beer, with the return of excited prognostications for the no alcohol/low alcohol sector. All the marketing “experts” involved in the last round of predictions about how fast sales of no alcohol/low alcohol beers were going to expand have now retired or died, apparently – to be fair, it was 25 years ago – and a new generation is again falling for the fallacy of unwarranted extrapolation.
The Dutch giant Heineken is leading the charge, with the launch in the UK of Heineken 0.0. Currently no-alcohol beer has a tiny one per cent slice of the UK beer market, but David Lette, head of premium brands at Heineken, is popping up in the trade press declaring that he expects to see the alcohol-free beer category double in the next three to four years, and announcing that to make sure Heineken gets its share of this, it is putting £2.5m behind the launch of 0.0, with a £1.5m consumer advertising campaign breaking in July.
If they had given me a tiny one per cent slice of that marketing spend – just £25,000, chaps, very reasonable against what other consulting companies will charge you – I could have saved them all the rest of their money by assuring them that it ain’t going to happen: there will be no doubling of no-alcohol beer sales. And I hate to pour icy water all over young entrepreneurs, but the message is the same for the team behind Nirvana Brewery, East London’s latest, which started at the beginning of this year as the country’s first dedicated no/low alcohol brewery. The no alcohol/low alcohol beer market didn’t take off back in the early 1990s, for a variety of reasons, and for just those same reasons it’s not going to take off now.
In 1987 beer marketeers were even more optimistic about the future of alcohol-free beer, after it had apparently doubled sales in a year, to be worth £45 million, with predictions that it would grow tenfold by 1999. Barbican, the market leader, made by Bass, which had been launched in 1979, was spending £2.5m on an advertising campaign to fight off new entrants such as Kaliber, from Guinness, and Swan Light, from Allied, the first draught low-alcohol beer. Barbican’s first television ad campaign had featured Lawrie McMenemy, then the highly successful manager of Southampton, declaring: “It’s great, man.” McMenemy was later prosecuted for drink-driving, suggesting he perhaps didn’t think Barbican was quite as great as he had been paid to claim. Kaliber had signed up comedians Lenny Henry and Billy Connolly, and the actor Michael Elphick, to act as spokesdrinkers: another example of the dangers of celebrity endorsers, since Elphick was to die in 2002 of a heart attack not helped by his drinking up to two litres of spirits a day.
Thirty years on, that £45 million the alcohol-free beer market was valued at in 1987 pounds is equal to around £180 million in 2017 pounds – which is more or less what today’s alcohol-free beer market in the UK is worth. In other words, in three decades the sector hasn’t grown at all, in real terms. But 30 years ago, David Lette, today head of premium brands at Heineken UK, was studying for his International Baccalaureate at college in Singapore, according to his LinkedIn biography, and he didn’t join Heineken until 2002, thus missing out on the first great failure of non-alcoholic beer to live up to the extrapolations, and probably explaining why he is so optimistic today that the extrapolations for the no/low alcohol beer market are going to come true.
In the 40-plus years I have worked as a journalist, I never wrote anything I knew to be an actual lie. I’ll admit, though, that, very rarely, I span a story to leave the reader with an impression that, while not actively untrue, did not present a totally balanced narrative: generally because the balanced narrative was so dull no one would have read it.
But I certainly worked with news editors from the “don’t let the facts get in the way of a good front-page splash” school of journalism: men (no women) who sent their reporters out with a clear brief on the story they were expected to bring back, and who would erupt with sweary rage if the reporter returned to say, actually, very sorry, the facts didn’t support the news editor’s wished-for narrative at all.
Thus I recognised the report by Zoë Beaty, “The real story behind the ‘drunk women’ headlines“, in which she details how, when she worked as a stringer in the North of England, news editors from London papers would ring her up and order a report on women drinking on New Year’s Eve:
“We were asked to ‘find the woman, crawling on the pavement with vomit-flecked hair’ (a line which has always stayed with me). They wanted fights. They wanted bodily fluids. They wanted short skirts and high heels – anything that fitted the ‘scantily clad’ caption they’d already written.”
Of course, Beaty and her photographer colleague would tour the night-time city centres, and discover that the facts did not at all fit the narrative the news editors demanded.
“Let me tell you, those stories are not easy to find. The spread of stories each year, from the same towns, the same areas, the same working briefs sent down from the same papers, make ‘booze Britain’ look alive and kicking. But, while there’s no denying that there is a boozy culture in Britain (upheld and esteemed when it’s white middle-class blokes propping up the bar) – and alcoholism is no joke – actually, the nights I was sent out on these jobs were intensely dull. It took forever. We walked the streets for hours, around and around. We saw one fight, eventually, at around 4am and it was over in a matter of seconds – hardly the fractured, violent streets full of staggering youths you’re expected to buy into.”
Still the stories get repeated: my personal theory is that middle-aged male news editors get a secret sexual kick seeing stories about, and pictures of, young women in revealing clothing out of control and vulnerable through drink, hence the popularity of pictures like this one below, taken in Bristol in 2010, which has subsequerntly appeared in publications as far away as Poland to illustrate stories on binge drinking:
I have a new book out, A Craft Beer Road Trip Around Britain, with snapshots of 40 of Britain’s top small breweries from Scotland to the South West. Don’t rush to try to buy it from Amazon/your favourite independent bookseller, however, because it’s only available via Beer 52, the craft beer club people, who are giving it away to people who sign up to their “case of beer a month” service. Putting it together was quite fun, but hard work: getting craft beer brewers to co-operate in supplying information about themselves and their beers turns out to be like trying to herd cats, and my deepest sympathy goes to anyone who has had to put together one of those 666 beers to try before you’re dragged off to Hell-style compilations.
Still, at the end I found I had ended up with a big enough stack of information about a sample of craft brewers in Britain to pull out some interesting, if ultimately probably dubious, statistics. If we take the 40 brewers I interviewed for the book as typical (and I’m sure we can’t), we can draw the following conclusions about the British craft brewing industry:
Eight per cent of British craft brewers have a PhD
Probably the dodgiest stat of the lot; but it’s a fact that at least three of the 40 brewers in the book, James Davies of Alechemy in Livingston, Scotland (PhD, yeast genetics), Gaz Matthews of Mad Hatter in Liverpool (PhD, criminology) and Stuart Lascelles of East London Brewing Company (PhD, chemistry) are entitled to call themselves “Doctor”.
35 per cent of British craft brewers wear black T-shirts/polo shirts with their brewery’s logo on them
If the uniform of the 19th century brewer was a white apron and a red stockinette cap, as sported by Mr Bung in the Victorian Happy Families card game, and the uniform of the 20th century brewer was a white labcoat with pens in the top pocket, worn over a dark suit, then the uniform of the 21st century brewer is a black T-shirt, jeans and industrial boots – possibly, if the woman from Health and Safety is visiting, coupled with a hi-vis jacket and goggles.
48 per cent of British craft brewers sport a beard
The least surprising stat: while the craft brewers of Britain don’t normally go for the “big enough to hide several small birds and a couple of squirrels” face-bushes preferred by their American rivals, the bearded brewer has become almost a cliché, and almost half the brewers in the book had clearly not recently passed a razor over their chins.
Why oh why am I still having to write lengthy corrections to articles about the history of India Pale Ale? Well, apparently because the Smithsonian magazine, the official journal published by the Smithsonian Institution, is happy to print articles about the history of India Pale Ale without anybody doing any kind of fact-checking – and William Bostwick, beer critic for the Wall Street Journal, appears to be one of those writers who misinterpret, make stuff up and actively get their facts wrong.
The article Bostwick had published on Smithsonian.com earlier this week, “How the India Pale Ale Got Its Name”, is one of the worst I have ever read on the subject, crammed with at least 25 errors of fact and interpretation. It’s an excellent early contender for the Papazian Cup. I suppose I need to give you a link, so here it is, and below the nice picture of the Bow Brewery are my corrections.