Fulcrum craft beer wins first export business

Fulcrum, a recently launched craft wheat beer developed in Northern Ireland, has secured its first export business. The beer, developed by Clearsky Brewing Company at Dungannon in county Tyrone, is now on sale in upmarket pubs, hotels, restaurants, on off-sales in Dublin and other centres across the Republic of Ireland. The business follows a distribution deal with Comans Wholesale in Dublin, one of the Republic's industry leaders.

Clearsky launched Fulcrum, Northern Ireland's first wheat beer in November, the outcome of extensive market research and product development by Stephen McKenna, a drinks industry professional.

McKenna says: "The agreement with Comans Wholesale is a very significant development for us and a marvellous endorsement of the quality and taste of our Fulcrum beer.

"The wholesaler is an ideal partner for us because of its reputation as a quality conscious supplier with an extensive network of customers. I am looking forward to working alongside the wholesaler's sales and marketing team to develop business in what is our first market outside Northern Ireland.

Clearsky's first branded beer, Fulcrum, a premium product, is also now available in bars and through off-sales across Northern Ireland. The bottle-conditioned beer has 5% ABV and is being retailed in 500 ml bottles.

"My aim is to grow business throughout the Republic and then to explore opportunities in Great Britain and further afield where demand for premium artisan beers and ales is growing strongly. Research shows that craft beers from microbreweries are now driving sales in the beer category.

"Consumers have been very positive about the taste and quality of Fulcrum - endorsed by winning silver medal at Alltech craft brew expo 2014 in Dublin.

"Fulcrum is hand made in small batches - true to the principles of real craft beer. It's brewed to the highest standards - there is no artificial colouring, preservatives or additives. Fulcrum is made for water, hops, yeast, malted wheat and barley…and that's all."

McKenna left the corporate sector to realise a dream of creating a contemporary beer using traditional craft techniques and his own recipe. He aims to create a portfolio of premium beers.

Fulcrum was chosen as the brand following extensive market research. "Fulcrum is the point where everything works in perfect balance. It's a hand crafted wheat beer that strikes the perfect balance between crisp depth of taste and dry satisfying refreshment. It has a golden colour, is perfectly balanced and has the DNA of a craft beer that is also accessible to non craft beer drinkers," he adds.

Established in 1959, Comans Wholesale is now one of the largest drinks companies in the Republic of Ireland. It distributes a comprehensive range of packaged beer, spirits, wines and soft drinks to pubs, hotels restaurants and the off trade in virtually every part of the Republic.