ââ¬ÅCraft beer isnââ¬â¢t an opportunity to profiteer, despite that being the stick it gets beaten with by the real ale fraternity,ââ¬Â Burhouse says. ââ¬ÅI love real ale, thatââ¬â¢s the culture I grew up with, and I wanted it to be at the core of what we did and allow us to do other things. Iââ¬â¢m hoping that people are willing to trust and enjoy the product enough that theyââ¬â¢ll pay a little more for it.ââ¬Â
Recently, Burhouse made the crucial decision to raise his pricing structure slightly, from wholesale right through to the price per pint in the breweryââ¬â¢s own taproom. A vocal minority made it pretty clear that they werenââ¬â¢t happy about this. ââ¬ÅYouââ¬â¢ve got a situation where people refuse to pay more than �ã3 for a pint of Ringmaster locally but down in London theyââ¬â¢d consider that incredibly good value,ââ¬Â he says. ââ¬ÅBut the same person will happily go to a restaurant and pay �ã4.50 for a pint of Peroni. I donââ¬â¢t understand how that mentality has evolved.ââ¬Â
ââ¬ÅOur price rises have had practical reasons behind them,ââ¬Â Burhouse continues. ââ¬ÅThey allow us to make the business what we think it should be. I donââ¬â¢t think the market should be responsible for keeping you in a position where you are unable to pay your staff well, or invest in new processes and equipment.ââ¬Â