Tag Archives: Paul Jones

The secrets to Cloudwater’s success

You would need to be living under an upturned barrel for the past year not to have spotted the phenomenal rise in reputation of Cloudwater Brew Co, the Manchester-based craft brewery started by James Campbell, formerly head brewer at the city’s Marble Brewery, and the hipster entrepreneur Paul Jones. Cloudwater is not even 18 months old, but already spoken of alongside Thornbridge, Kernel, Magic Rock and other top stars of the British craft brewing scene. It was voted best new English brewery of 2015 by Ratebeer, and its beers, especially its collaborations, score extremely highly on rating sites.

Nobody gets that level of buzz without something extremely interesting going on, so I was eager to get down to the Real Ale shop in East Twickenham and hear Paul Jones talk about the rise of Cloudwater at one of the shop’s regular “Meet the brewer” sessions. Good beer alone is not enough to be a storming success in such a short time. Paul confirmed this with a presentation lasting an hour and a half which made it clear that Cloudwater’s rise is powered by a clear and focused vision on the beers it wants to brew and a ferocious dedication to critical self-analysis that means pulling every beer apart and analysing how closely it came to fulfilling the brief set out for it in terms of delivering to specification, and then working out what would need to be done next time to get closer to the brief. It’s a management philosophy I suspect springs from Paul Jones’s background in the engineering side of the music business, and it certainly looks as if Cloudwater has brought a level of conscious business and management sophistication to the British craft brewing scene that makes most new brewery start-ups look like shambling amateurs. Possibly because most new brewery start-ups are shambling amateurs, one might conclude. And again, I may be wrong, but I detect the influence of a music industry background in Cloudwater’s clear commitment to never stepping into the same stream twice: the idea that 2015’s beers are done and away, and all that matters now are 2016’s beers, just like last year’s musical hits are so last year.

The result is a regularly altering line-up of kudos-winning beers that have gained Cloudwater masses of publicity and a hugely dedicated following. Their popularity also makes the beers frequently hard to obtain: I had not been able to find any Cloudwater products before the Twickenham “meet the brewer” session. That makes my take on the beers unfair, since you really can’t properly judge a brewer on just one evening. It’s clear why they are so popular: almost all were sharply focused, clear, clean and faultless. Faultless to a fault, almost: “beautiful” is not the same as “characterful”. But I need to drink more Cloudwater brews over more evenings to decide if this is a valid criticism.

I was going to copy-edit Paul Jones’s Q&A presentation at Twickenham down to merely “long read” rather than “massive over-the-top read”, but I decided people would find something insightful in all he said – he’s a very articulate, enormously enthusiastic man – so here it is, complete: more than 9,000 words. Settle down with a beer: Continue reading The secrets to Cloudwater’s success