Mmmmm, yummy! ESB & raw fish. I hope this means that London Pride will be removed from certain East London JDWs.
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What's envisaged is likely to be a keg and bottled version produced somewhere in China and sold in fancy hotels in the far east as Authentic English Craft Beer. And similarly in other parts of the world. Remember we are kidded into thinking that the likes of Staropromen and Pilsner Urquell are genuine Czech beer of ancient tradition, not a soup of British chemicals. It works both ways.
The far east is def a big market.Fullers are traditionally a British brewer but they export 70% of their beer and are a well known brand abroad. As much as Fullers have tried to join the Craft revolution with collaborations and a new pilot plant for small batch beers they have dismally failed to impress me this year.