Mad Squirrel is not only for the craft beer aficionados – but it certainly knows how to brew them.
Sitting down in the Watford taproom with the team behind Mad Squirrel, which has grown to become one of the largest breweries in the south of England over the past 20 years, it is clear they know their stuff.
Complex brews are perfected with expertise gained from the Weihenstephan beer university in Germany and incredible kit was on display, however a focus on its wider offer and community involvement was also clear.
Managing director Greg Blesson said: “We’re totally independent, not locked to any of the big pub chains. We’re a completely different business model.”
This gives Mad Squirrel "the ability to offer customers more choice” but also means it can be less “systematic” from once location to another.
“We do try to make each one slightly different depending on the community,” the MD added, describing Watford as "a town that is changing".
Its King Street location therefore works with the local art scene, books reliable and high-quality local musicians, runs pub quizzes, hosts charity events, and makes sure to offer a good experience for Watford FC fans.
On matchdays, it estimates it is one of the two busiest bars in town alongside the Wetherspoon.
With all the different aspects on offer, Greg emphasised “we’re not just a craft beer place, we are a lot more than that”.
Part of this has been boosting the menu to include pizzas made in-house and overall offering ingredients that are “on another level to what we were doing two years ago”.
It also stocks quality wines and cocktails, which has furthered efforts to broaden the appeal.
Over time its customer base has moved from around 95 per cent male to more of a 60/40 split, something it worked hard to bring about.
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The main demographic is still aged 25 to 45, however, and it does not try to fight a losing battle competing for the lowest prices with the big chains.
Instead, it aims to offer customers somewhere they can come in for a pizza and a drink or two at a reasonable price, confident they will receive a genuinely high-quality premium product.
A delicious pint of Mad Squirrel’s Pin Drop pale ale after the interview proved that is no idle boast.
