Freedom Brewery has become the first lager brewer to get involved in the Direct Delivery Scheme (DDS), which gives local brewers access to pubco estates.

Lagers from the Staffordshire producer are to be available in Admiral Taverns pubs via DDS, which is run by the Society of Independent Brewers (SIBA). Previously only ales have been available through DDS.

Freedom co-owner Ed Mayman said Admiral pubs near the brewer have already requested its lagers.

Mayman said Freedom aims to get its lagers in other pubco estates via DDS and is in the process of recruiting a national sales manager to help make that possible.

“We seem to be gathering some momentum,” Mayman said.

Freedom Brewery’s capacity is 400,000 liters and Mayman said “we are selling everything we can brew at the moment”.

“We’re seeing a massive increase in inquiries about British and English lagers.”

DDS managing director Nick Stafford said: “We are very happy to get involved in lagers through the Direct Delivery Scheme.”

But he said pubcos have “not been that interested” in lagers in the past.

Taken from:  Morning Advertiser

By John Harrington