The reason I’m not blogging at the moment is that I’m deep into writing up my next beer book, What Are You Drinking? I’m hoping to finish this draft in the next two weeks, and it’ll be published spring next year.
I’m going through the four key raw materials of beer and telling their stories, and I’m currently up to water. It’s the toughest one to do. Today, after writing about Dublin and Bohemia, I’m writing about the special water that made Burton on Trent the ale brewing capital of the world, and I’ve gone back into my first draft of Hops and Glory for help. That first draft was 50 per cent longer than the book that was eventually published. I remember my editor reading it and saying, “Look, I’m enjoying it OK? But I’m expecting to read about a sea voyage to India and all I’m saying is I’m on page 156 and I’m still on a canal boat outside Burton.” My first attempt at editing it resulted in it being 5000 longer.
We had to be brutal. A lot of the granular history of Burton and IPA got cut, whole chapters summarised into a few lines each. I’ve sometimes regretted this because while many people tell me they enjoy the book, it doesn’t get mentioned in the canon of historical research on IPA very often. It was aimed at a general audience rather than a beer geek or brewer, and some of the stuff serious beer heads might find fascinating really slowed the pace down for everyone else.
So this morning, I’ve dug out the first draft hoping to find a previously unpublished treatise on the properties of Burton water and its suitability for brewing strong pale ale. It’s not quite there, and I’ve misremembered what a lot of the research actually told me. But I did find this, and I found it fascinating. If you’re a hardcore IPA nut, you might find it interesting too. Long-read blog posts seem to be in fashion at the moment, and this makes up for me not writing anything else here, and there’s no other way I can use it, so why not? If you don’t fancy spending 20 minutes reading detailed beer history, you can leave now and I’ll come back to proper blogging as soon as I can.
The following passage was cut down to about half this length in the book, and loses many of the primary quotes, which get summarised But in full, it tells the story of what happened when Burton IPA first arrived in India. In writing the book, I didn’t just want to get an accurate handle on what the beer was really like; I wanted to know why. What made it work in India? Why did it take off? Why did the British in India drink it? How was it served? What did they think of it?
So here we are. To set the scene: The London brewer Hodgson’s owns the beer market in India. He has good links with the East India Company’s sea captains and they make a lot of money by transporting and selling his beers. But Hodgson gets greedy and tries to hike prices, flooding the market with cheap beer whenever a competitor appears, then whacking them up again when the competitor backs off. Campbell Marjoribanks of the East India Company visits Samuel Allsopp in Burton and suggests that he might like a crack at the Indian market. He gives Allsopp a sample of Hodgson’s beer and Allsopp brews a version of it in Burton, unaware that the difference in brewing water compared to London (see?) will make it a dramatically different beer. But will its superior quality be enough to counter Hodgson’s sharp marketing practices? He places his first brew on two ships sailing from Liverpool: the Bencoolen and the Seaforth. They’re also carrying some of Hodgson’s beer. Six months later, they arrive at the dock in Calcutta…
Given the Bencoolen factory’s historicreputation as a disease-blown, drink-sodden, last chance saloon that convicts rather hang than be posted to, and its censure by ‘John Company’ over its
enthusiasm for Burton ale, it’s perhaps fitting that Samuel Allsopp’s first consignment
of strong beer for India went on a ship of the same name. But much had changed in the century since the
Bencoolen public table’s legendary binge.
Affairs in the east were more organised, more civilised now. Beer was a
respectable drink, a sign of good standing, drunk by people who were creating a
New England that was different from home in only a few key respects: it was
much hotter, a bit more dangerous, and they were able to live like lords rather
than clerks.
enthusiasm for Burton ale, it’s perhaps fitting that Samuel Allsopp’s first consignment
of strong beer for India went on a ship of the same name. But much had changed in the century since the
Bencoolen public table’s legendary binge.
Affairs in the east were more organised, more civilised now. Beer was a
respectable drink, a sign of good standing, drunk by people who were creating a
New England that was different from home in only a few key respects: it was
much hotter, a bit more dangerous, and they were able to live like lords rather
than clerks.
But an exotic world still lay outside the
window. Fanny Parkes, arriving only a
few months earlier, painted a vivid picture of the sight that would have
greeted the Bencoolen as she made her
final passage up the Hugli River:
window. Fanny Parkes, arriving only a
few months earlier, painted a vivid picture of the sight that would have
greeted the Bencoolen as she made her
final passage up the Hugli River:
Passing through the different vessels that crowd the Hoogly
off Calcutta gave me great pleasure; the fine merchant-ships, the gay,
well-trimmed American vessels, the grotesque forms of the Arab ships, the
Chinese vessels with an eye on each side the bows to enable the vessel to see
her way across the deep waters, the native vessels in all their fanciful and
picturesque forms, the pleasure-boats of private gentlemen, the beautiful
private residences in Chowringhee, the Government-house, the crowds of people
and vehicles of all descriptions, both European and Asiatic, form a scene of
beauty of which I know not the equal.
off Calcutta gave me great pleasure; the fine merchant-ships, the gay,
well-trimmed American vessels, the grotesque forms of the Arab ships, the
Chinese vessels with an eye on each side the bows to enable the vessel to see
her way across the deep waters, the native vessels in all their fanciful and
picturesque forms, the pleasure-boats of private gentlemen, the beautiful
private residences in Chowringhee, the Government-house, the crowds of people
and vehicles of all descriptions, both European and Asiatic, form a scene of
beauty of which I know not the equal.
A further key difference is that here,
beer was still a luxury rather than the centuries-old staple it was back
home. The market Hodgson’s dominated was
not huge. John Bell, who compiled trade
figures for the Bengal authorities, estimated the average annual consumption of
beer at almost seven thousand hogsheads, a quarter of which went to Madras, the
rest to Bengal. ‘There is reason to
suppose that the demand would increase if the price was steady’, he wrote, ‘but
while it fluctuates from six to fifteen rupees a dozen it is not likely that
the consumption will be increased’. On
the contrary, ‘thousands would be compelled to give it up and take to drinking
French clarets, which are and have been selling at from three to eighteen
rupees a dozen’. French clarets? Less than a decade after Waterloo? No, we couldn’t have that. The supply of affordable beer had to be
stabilised.
beer was still a luxury rather than the centuries-old staple it was back
home. The market Hodgson’s dominated was
not huge. John Bell, who compiled trade
figures for the Bengal authorities, estimated the average annual consumption of
beer at almost seven thousand hogsheads, a quarter of which went to Madras, the
rest to Bengal. ‘There is reason to
suppose that the demand would increase if the price was steady’, he wrote, ‘but
while it fluctuates from six to fifteen rupees a dozen it is not likely that
the consumption will be increased’. On
the contrary, ‘thousands would be compelled to give it up and take to drinking
French clarets, which are and have been selling at from three to eighteen
rupees a dozen’. French clarets? Less than a decade after Waterloo? No, we couldn’t have that. The supply of affordable beer had to be
stabilised.
The fact that pale ale occupied a very
similar price range to French claret speaks volumes about the quality of the
beer and the demand for it in this climate.
That quality was strictly upheld by the import agents. Some historians wax dramatically about how
rejected beer was poured away into the harbour.
This did sometimes happen – WH Roberts heard from a correspondent in
1845 of 80 hogsheads being poured away – but it would have had to have been
incredibly bad beer to warrant such measures.
The Calcutta Gazette carried
plenty of ads such as the one in April 1809 for ‘62 hogsheads of REJECTED BEER,
bearing different Marks, imported on the Honourable Company’s ship General
Stuart.’ Even broached casks – with beer
that could only have been stale – were sold for anything they could get: ‘8
full and one ullaged Hogsheads of Damaged Beer imported on the Honourable
Company ship Tottenham’ were sold by Captain Hughes once permission had been
given by the customs collectors.
similar price range to French claret speaks volumes about the quality of the
beer and the demand for it in this climate.
That quality was strictly upheld by the import agents. Some historians wax dramatically about how
rejected beer was poured away into the harbour.
This did sometimes happen – WH Roberts heard from a correspondent in
1845 of 80 hogsheads being poured away – but it would have had to have been
incredibly bad beer to warrant such measures.
The Calcutta Gazette carried
plenty of ads such as the one in April 1809 for ‘62 hogsheads of REJECTED BEER,
bearing different Marks, imported on the Honourable Company’s ship General
Stuart.’ Even broached casks – with beer
that could only have been stale – were sold for anything they could get: ‘8
full and one ullaged Hogsheads of Damaged Beer imported on the Honourable
Company ship Tottenham’ were sold by Captain Hughes once permission had been
given by the customs collectors.
Because even beer that couldn’t pass
muster had its uses. It might have
molasses pitched in, the sugar giving it an additional fermentation, then be
watered down and mixed with spices to disguise the rank taste. If it was too bad even for that, it could be
used to form the base of ketchup: one of the first recipes for ‘catsup’ was
devised by Hannah Glasse in 1747 ‘for the Captains of ships’. It could keep for up to twenty years, and
consisted of stale beer, anchovies, mace, cloves, pepper, ginger and
mushrooms.
muster had its uses. It might have
molasses pitched in, the sugar giving it an additional fermentation, then be
watered down and mixed with spices to disguise the rank taste. If it was too bad even for that, it could be
used to form the base of ketchup: one of the first recipes for ‘catsup’ was
devised by Hannah Glasse in 1747 ‘for the Captains of ships’. It could keep for up to twenty years, and
consisted of stale beer, anchovies, mace, cloves, pepper, ginger and
mushrooms.
But there was to be no Samuel Allsopp’s
ketchup after the tasters had done their work.
The Burton pale ale was approved.
The cargo went to the city’s auction houses, and the Calcutta Gazette filled up with beer
ads.
ketchup after the tasters had done their work.
The Burton pale ale was approved.
The cargo went to the city’s auction houses, and the Calcutta Gazette filled up with beer
ads.
Hodgson was clearly at the
swamp-the-market phase in his protectionist cycle. He must have got wind of Allsopp’s intentions,
because eleven and a half thousand hogsheads of beer were imported in the
1822-23 season, double the amount of year before, four times the amount the
year before that, and double anything that would be achieved for the rest of
the decade. The ads in the paper became
increasingly lyrical in their praise. In
April the front page boasted ‘prime picked’ Hodgson’s pale ale, which
‘surpasses in superiority of quality, any of the former season’s… as fine
Malt Liquor as ever was drunk’.
swamp-the-market phase in his protectionist cycle. He must have got wind of Allsopp’s intentions,
because eleven and a half thousand hogsheads of beer were imported in the
1822-23 season, double the amount of year before, four times the amount the
year before that, and double anything that would be achieved for the rest of
the decade. The ads in the paper became
increasingly lyrical in their praise. In
April the front page boasted ‘prime picked’ Hodgson’s pale ale, which
‘surpasses in superiority of quality, any of the former season’s… as fine
Malt Liquor as ever was drunk’.
The price of ale plummeted. Hodgson’s beer was selling for twenty-five
rupees per hogshead – the price of Allsopp’s ale was set at twenty. It was a good start, but it wasn’t great –
twenty rupees a hogshead when in some years you could get fifteen for a dozen
quart bottles was not the basis for a profitable business. John Bell wasn’t happy:
rupees per hogshead – the price of Allsopp’s ale was set at twenty. It was a good start, but it wasn’t great –
twenty rupees a hogshead when in some years you could get fifteen for a dozen
quart bottles was not the basis for a profitable business. John Bell wasn’t happy:
The enhanced scale of importation which took place in
1822-23 was both unwise, and attended with great loss to those immediately
concerned with the trial of monopolizing the Indian market; and the sorrowful
winding up of that speculation, by forced sales of unsound beer… evinced a
want of proper discrimination on the part of those whose time would have been
more properly and advantageously employed in the immediate exercise of their calling.
1822-23 was both unwise, and attended with great loss to those immediately
concerned with the trial of monopolizing the Indian market; and the sorrowful
winding up of that speculation, by forced sales of unsound beer… evinced a
want of proper discrimination on the part of those whose time would have been
more properly and advantageously employed in the immediate exercise of their calling.
Allsopp’s second consignment fared
better, helped by a fortunate bit of circumstance. When the second ship, the Seaforth, came in, Tulloh & Co as
usual offered ‘the finest stock of HODGSON’S ripe PALE ALE to be met with in
India’, but further down the page sat the following notice:
better, helped by a fortunate bit of circumstance. When the second ship, the Seaforth, came in, Tulloh & Co as
usual offered ‘the finest stock of HODGSON’S ripe PALE ALE to be met with in
India’, but further down the page sat the following notice:
REJECTED BEER
To be sold by Public Auction, by Messrs Taylor & Co, on
the CUSTOM HOUSE WHARF, by permission of the Collector of Sea Customs, at
eleven o’ Clock precisely, on Saturday next, the 28th Instant, 48
HOGSHEADS of Hodgson’s BEER, and 17 empty HOGSHEADS, landed from the ship
Timandra, and 30 hogsheads of Hodgson’s BEER, landed from the ship Seaforth.
the CUSTOM HOUSE WHARF, by permission of the Collector of Sea Customs, at
eleven o’ Clock precisely, on Saturday next, the 28th Instant, 48
HOGSHEADS of Hodgson’s BEER, and 17 empty HOGSHEADS, landed from the ship
Timandra, and 30 hogsheads of Hodgson’s BEER, landed from the ship Seaforth.
A good portion of Hodgson’s beer had
spoiled. Allsopp’s beer, on the same
ship, had not. This time, it fetched
forty rupees at auction.
spoiled. Allsopp’s beer, on the same
ship, had not. This time, it fetched
forty rupees at auction.
With a journey of up to six months each
way, brewers in England had to wait for up to a year to learn how their
business had gone. But slowly, the
letters began to arrive back in Burton.
Mr Gisborne, a customer of the first order, wrote to Allsopp in July
1823 asking if the trade in Burton ale could be expanded, recommending that he
be given the authority to bottle the ale for retail on arrival. In November 1824, Mr J C Bailton wrote from
Calcutta:
way, brewers in England had to wait for up to a year to learn how their
business had gone. But slowly, the
letters began to arrive back in Burton.
Mr Gisborne, a customer of the first order, wrote to Allsopp in July
1823 asking if the trade in Burton ale could be expanded, recommending that he
be given the authority to bottle the ale for retail on arrival. In November 1824, Mr J C Bailton wrote from
Calcutta:
I have watched the whole progress of your ale… With
reference to the loss you have sustained in your first shipments, you must have
been prepared for that, had you known
that market as well as I do; here almost everything is name, and
Hodgson’s has so long stood without a rival, that it was a matter of
astonishment how your ale could have stood in competition; but that it did is a
fact, and I myself was present when a butt of yours fetched 136 rupees, and a
butt of Hodgson’s only 80 rupees at public sale.
reference to the loss you have sustained in your first shipments, you must have
been prepared for that, had you known
that market as well as I do; here almost everything is name, and
Hodgson’s has so long stood without a rival, that it was a matter of
astonishment how your ale could have stood in competition; but that it did is a
fact, and I myself was present when a butt of yours fetched 136 rupees, and a
butt of Hodgson’s only 80 rupees at public sale.
Captain Chapman wrote that the ale had
turned out well, that a bigger shipment should be sent the following year, and
that even then it might be scarce. In
the same month, Messrs Gordon & Co. wrote:
turned out well, that a bigger shipment should be sent the following year, and
that even then it might be scarce. In
the same month, Messrs Gordon & Co. wrote:
After bottling off a portion, which was approved by our
friends, the demand for this article has since been very great, and we now have
orders to some extent for this ale. We
would, therefore, strenuously recommend Mr Allsopp to make further consignments
of it; and we have every reason to believe he will have a fair competition with
Messrs Hodgson & Co.
friends, the demand for this article has since been very great, and we now have
orders to some extent for this ale. We
would, therefore, strenuously recommend Mr Allsopp to make further consignments
of it; and we have every reason to believe he will have a fair competition with
Messrs Hodgson & Co.
The trickle of orders coming in via
agents in Liverpool and London turned into a steady stream. In 1824 Allsopp sent out two thousand
barrels, and in October 1825, Captain Probyn wrote that large numbers of his
passengers preferred Allsopp’s to Hodgson’s ale, and that ‘many who had been
long in India, declared it to be preferable to any they had ever tasted in the
East’.
agents in Liverpool and London turned into a steady stream. In 1824 Allsopp sent out two thousand
barrels, and in October 1825, Captain Probyn wrote that large numbers of his
passengers preferred Allsopp’s to Hodgson’s ale, and that ‘many who had been
long in India, declared it to be preferable to any they had ever tasted in the
East’.
In the Calcutta Weekly Price Current of November 1826, the following entry
occurs:
occurs:
Rupees
ALE – Hodgson, per
Hogshead 170
Hogshead 170
Allsopp’s
Burton ” 170
Burton ” 170
No other beer is quoted.
In the Calcutta Gazette, the auction houses were advertising ‘a fresh
importation of Allsopp’s Highly Admired Pale Burton Ale’. Messrs Tulloh & Co, for so long in the
grip of Hodgson, (it was they who would go on to write the highly critical Circular on the Beer Trade of India) had
much pleasure in announcing to the public that they had available a small batch
of ‘ALLSOPP’S FAMOUS PALE ALE… Great attention was bestowed on the brewing of
this batch, and is it has come out in the short period of 105 days from
Liverpool, there is every reason to expect it will turn out as almost all
Allsopp’s Shipments have done, in excellent order’. They still sold Hodgson’s beer of course, but
now there was a worthy rival the copy for Hodgson’s seemed a little less effusive: ‘it will be carefully examined by Messrs
Watson & Co and none passed but such as is pronounced to be decidedly of
the very best quality’, they reassured us, and while it was still ‘the finest
beer that comes to the Indian market’, this was only ‘as far as the general
taste goes’. As Tizard put it, ‘the
spell had been broken’. In four seasons,
Allsopp had shattered Hodgson’s grip on the market.
importation of Allsopp’s Highly Admired Pale Burton Ale’. Messrs Tulloh & Co, for so long in the
grip of Hodgson, (it was they who would go on to write the highly critical Circular on the Beer Trade of India) had
much pleasure in announcing to the public that they had available a small batch
of ‘ALLSOPP’S FAMOUS PALE ALE… Great attention was bestowed on the brewing of
this batch, and is it has come out in the short period of 105 days from
Liverpool, there is every reason to expect it will turn out as almost all
Allsopp’s Shipments have done, in excellent order’. They still sold Hodgson’s beer of course, but
now there was a worthy rival the copy for Hodgson’s seemed a little less effusive: ‘it will be carefully examined by Messrs
Watson & Co and none passed but such as is pronounced to be decidedly of
the very best quality’, they reassured us, and while it was still ‘the finest
beer that comes to the Indian market’, this was only ‘as far as the general
taste goes’. As Tizard put it, ‘the
spell had been broken’. In four seasons,
Allsopp had shattered Hodgson’s grip on the market.
In the face of seemingly insurmountable
odds, there was something about Allsopp’s beer that was powerful enough to
supplant the established, dominant market leader who seemingly held all the
cards. Of course some of this success
was due to the vision and determination of Allsopp himself, a man who ‘saw no difficulties
which time, perseverance, resolution, consistency, and steady, unswerving
honour could not overcome’. But there was more to it than that. What Campbell Marjoribanks couldn’t have
realised when he decided to court Allsopp is that he was approaching a brewer
who possessed a very special ingredient.
odds, there was something about Allsopp’s beer that was powerful enough to
supplant the established, dominant market leader who seemingly held all the
cards. Of course some of this success
was due to the vision and determination of Allsopp himself, a man who ‘saw no difficulties
which time, perseverance, resolution, consistency, and steady, unswerving
honour could not overcome’. But there was more to it than that. What Campbell Marjoribanks couldn’t have
realised when he decided to court Allsopp is that he was approaching a brewer
who possessed a very special ingredient.
The Trent Valley is a broad trough carved
out of ancient rock, covered with a layer of sand and gravel anywhere up to
sixty feet deep. Rain water trickles
through these beds for tens of thousands of years, and as a result, by the time
it emerges from wells and springs it contains a unique composition of minerals
that makes it not only superior to soft, southern water from London, but the
best water for ale brewing found anywhere in the world. It has a higher sulphate content than any
other major brewing centre, giving a dry, bitter flavour to beer. Sulphate means brewers can add large amounts
of hops to the beer without it becoming too astringently bitter. Brewing scientists also claim that water for
ale should be high in calcium – Burton has the highest calcium content of any
major brewing region. It should be high
in magnesium and low in sodium and
bicarbonate – once more, Burton water is.
The strong, hoppy beer devised by Hodgson was given a whole new
dimension when brewed in Burton. It was
a phenomenal stroke of good fortune, bringing a style of beer that suited the
Indian climate to a place that would never have had good reason to brew it, but
was, in the words of one later Bass historian, ‘The one spot in the world where
the well-water is so obviously intended by Nature for kindly union with those
fruits of the earth, to give beer incomparable’.
out of ancient rock, covered with a layer of sand and gravel anywhere up to
sixty feet deep. Rain water trickles
through these beds for tens of thousands of years, and as a result, by the time
it emerges from wells and springs it contains a unique composition of minerals
that makes it not only superior to soft, southern water from London, but the
best water for ale brewing found anywhere in the world. It has a higher sulphate content than any
other major brewing centre, giving a dry, bitter flavour to beer. Sulphate means brewers can add large amounts
of hops to the beer without it becoming too astringently bitter. Brewing scientists also claim that water for
ale should be high in calcium – Burton has the highest calcium content of any
major brewing region. It should be high
in magnesium and low in sodium and
bicarbonate – once more, Burton water is.
The strong, hoppy beer devised by Hodgson was given a whole new
dimension when brewed in Burton. It was
a phenomenal stroke of good fortune, bringing a style of beer that suited the
Indian climate to a place that would never have had good reason to brew it, but
was, in the words of one later Bass historian, ‘The one spot in the world where
the well-water is so obviously intended by Nature for kindly union with those
fruits of the earth, to give beer incomparable’.
In 1828 a senior partner at George’s, a
porter brewery in Bristol that had decided to experiement with pale ale,
suggested that Hodgson’s beer simply didn’t match up to the new brews from
Burton. Writing to Willis & Earle in
Calcutta, he said of Hodgson’s ale, ‘We neither like its thick and muddy appearance
or rank bitter flavour’. Two years later,
when George’s joined the golden beer rush to Calcutta, the same partner
explained, ‘We made a slight alteration to the Ale by brewing it rather of a
paler colour and more hop’d to make it as similar as possible to some samples
of Allsopp’s ale’.
porter brewery in Bristol that had decided to experiement with pale ale,
suggested that Hodgson’s beer simply didn’t match up to the new brews from
Burton. Writing to Willis & Earle in
Calcutta, he said of Hodgson’s ale, ‘We neither like its thick and muddy appearance
or rank bitter flavour’. Two years later,
when George’s joined the golden beer rush to Calcutta, the same partner
explained, ‘We made a slight alteration to the Ale by brewing it rather of a
paler colour and more hop’d to make it as similar as possible to some samples
of Allsopp’s ale’.
Even if Hodgson’s recipe was recreated
exactly in Burton, with the only difference being Burton instead of London
water, the Burton version would have been superior in quality and character
when it reached India. And Hodgson was
simply his own worst enemy. Having
already pissed off the East India Company to such an extent that one of its
directors went out of his way to find someone capable of putting up a fight,
Hodgson, surely expecting to rout Allsopp from the market, changed his terms of
business in 1824 and shut out the very people he relied on to get his beer to
India. According to the Circular on the
Beer Trade in India, the captains and officers of the East Indiamen had
been Hodgson’s best customers thanks largely to the generous credit terms he
extended to them. Hodgson’s ale was ‘one
of the principal articles in their investments’ until, in 1824, he not only
raised his prices to them, but refused now to sell on any terms except for hard
cash:
exactly in Burton, with the only difference being Burton instead of London
water, the Burton version would have been superior in quality and character
when it reached India. And Hodgson was
simply his own worst enemy. Having
already pissed off the East India Company to such an extent that one of its
directors went out of his way to find someone capable of putting up a fight,
Hodgson, surely expecting to rout Allsopp from the market, changed his terms of
business in 1824 and shut out the very people he relied on to get his beer to
India. According to the Circular on the
Beer Trade in India, the captains and officers of the East Indiamen had
been Hodgson’s best customers thanks largely to the generous credit terms he
extended to them. Hodgson’s ale was ‘one
of the principal articles in their investments’ until, in 1824, he not only
raised his prices to them, but refused now to sell on any terms except for hard
cash:
Hodgson & Co., confident of the power they had over the
market, sent the Beer out for sale on their own account; thus they, in a short
time, became Brewers. Shippers, Merchants, and even retailers. These proceedings naturally and justly
excited hostile feelings in those engaged in the Indian Trade at home; while
the public here, seeing at last the complete control which Hodgson endeavoured
to maintain over the market, turned their faces against him, and gave
encouragement to other Brewers who fortunately sent out excellent beer.
market, sent the Beer out for sale on their own account; thus they, in a short
time, became Brewers. Shippers, Merchants, and even retailers. These proceedings naturally and justly
excited hostile feelings in those engaged in the Indian Trade at home; while
the public here, seeing at last the complete control which Hodgson endeavoured
to maintain over the market, turned their faces against him, and gave
encouragement to other Brewers who fortunately sent out excellent beer.
That ‘encouragement’ took many
forms. Happy customers were eager to
advise Allsopp not just on how to brew his beer, but when the best time was to
send it. Then as now, one of the things
that mattered most was that the beer was served cool, which wasn’t easy when
the temperature rarely dipped below thirty degrees C and refrigeration wasn’t
going to appear for another fifty years.
Happily, one of India’s main manufactures provided the answer. In 1828, when young Henry Allsopp was working
for Gladstone & Co, a Liverpool shipping agent, he received a letter for a
Mr Lyon in Calcutta:
forms. Happy customers were eager to
advise Allsopp not just on how to brew his beer, but when the best time was to
send it. Then as now, one of the things
that mattered most was that the beer was served cool, which wasn’t easy when
the temperature rarely dipped below thirty degrees C and refrigeration wasn’t
going to appear for another fifty years.
Happily, one of India’s main manufactures provided the answer. In 1828, when young Henry Allsopp was working
for Gladstone & Co, a Liverpool shipping agent, he received a letter for a
Mr Lyon in Calcutta:
I would advise your father to ship his Beer
in the month of November or latter end of October, to arrive here in March or
April; it is then our hottest season, and the quantity of Beer then consumed is
tremendous. Your Beer is certainly a
most delightful beverage during the hot season; it is always cooled with
saltpetre before it is drank; we can make it by this article as cold as ice.
in the month of November or latter end of October, to arrive here in March or
April; it is then our hottest season, and the quantity of Beer then consumed is
tremendous. Your Beer is certainly a
most delightful beverage during the hot season; it is always cooled with
saltpetre before it is drank; we can make it by this article as cold as ice.
‘F.E.W.’ reminisced in a newspaper
article years later that ‘beer was always deliciously cooled with saltpetre,
when everything else was lukewarm; a point very much in its favour’.
article years later that ‘beer was always deliciously cooled with saltpetre,
when everything else was lukewarm; a point very much in its favour’.
A bottle or flask of ale would be
immersed in a solution of saltpetre.
Water was added, and as it mixed with the saltpetre it would cool within
a few minutes. It was an effective
method but fiddly and expensive, especially given that a more lucrative use of
saltpetre was in the manufacture of gunpowder, which the Company still needed
even more than cold beer.
immersed in a solution of saltpetre.
Water was added, and as it mixed with the saltpetre it would cool within
a few minutes. It was an effective
method but fiddly and expensive, especially given that a more lucrative use of
saltpetre was in the manufacture of gunpowder, which the Company still needed
even more than cold beer.
Gradually, an even more ingenious cooling
method came into use. Bottles were hung
outdoors, inside a cage or cradle, and covered with a wet cloth, the edges of
which sat in a trough of water at the bottom of the cage. The hot wind evaporated the water, and the
evaporation cooled the water. The cloths
sucked up more water, creating a continuous cooling process.
method came into use. Bottles were hung
outdoors, inside a cage or cradle, and covered with a wet cloth, the edges of
which sat in a trough of water at the bottom of the cage. The hot wind evaporated the water, and the
evaporation cooled the water. The cloths
sucked up more water, creating a continuous cooling process.
Michael Bass soon noticed what was
happening over at Allsopp’s. He’d
already experimented with pale malts a few years previously, and now, shut out
of the Baltic trade by Benjamin Wilson twenty years before, it was time for his
revenge. Forced to turn back to the
domestic market after the Baltic fiasco, Bass had built far better trading
links with important cities such as Liverpool, London and Manchester. Now, his network was more developed than
Allsopp’s, and he knew the canals better.
From 1823 there was a sharp increase in Bass sales to London
agents. By 1828 41 per cent of Bass’
output was going to London and Liverpool, much of it in large consignments for
export. In 1828 the Calcutta Gazette was advertising ‘Hodgson’s Allsopp’s and Basse’s
Beer in wood, and in bottle, of different ages, some all perfection, others
approaching it’, and most auction houses continued to promote all three brands
over the next few years. In 1832 Bass
exported 5193 barrels to Calcutta – slightly more than Hodgson and Allsopp’s
combined shipments. Although Michel Bass
didn’t live to see it (he died in 1827, leaving the brewery to his son, Michael
Thomas) his victory over Allsopp’s was decisive. The two would remain rivals for another
century, each far bigger than any other Burton brewer, but Allsopp would never
again quite challenge Bass’ supremacy.
happening over at Allsopp’s. He’d
already experimented with pale malts a few years previously, and now, shut out
of the Baltic trade by Benjamin Wilson twenty years before, it was time for his
revenge. Forced to turn back to the
domestic market after the Baltic fiasco, Bass had built far better trading
links with important cities such as Liverpool, London and Manchester. Now, his network was more developed than
Allsopp’s, and he knew the canals better.
From 1823 there was a sharp increase in Bass sales to London
agents. By 1828 41 per cent of Bass’
output was going to London and Liverpool, much of it in large consignments for
export. In 1828 the Calcutta Gazette was advertising ‘Hodgson’s Allsopp’s and Basse’s
Beer in wood, and in bottle, of different ages, some all perfection, others
approaching it’, and most auction houses continued to promote all three brands
over the next few years. In 1832 Bass
exported 5193 barrels to Calcutta – slightly more than Hodgson and Allsopp’s
combined shipments. Although Michel Bass
didn’t live to see it (he died in 1827, leaving the brewery to his son, Michael
Thomas) his victory over Allsopp’s was decisive. The two would remain rivals for another
century, each far bigger than any other Burton brewer, but Allsopp would never
again quite challenge Bass’ supremacy.
In 1835 John Bell noted that the beer
trade had fallen off again, and that ‘the most remarkable deficiency is in
supplies from Hodgson; on the other hand, Bass and Allsopp have shipped more
extensively.’ A year later, he could
barely keep the triumph felt by Bengal’s populace from his remarks:
trade had fallen off again, and that ‘the most remarkable deficiency is in
supplies from Hodgson; on the other hand, Bass and Allsopp have shipped more
extensively.’ A year later, he could
barely keep the triumph felt by Bengal’s populace from his remarks:
Beer is an article subject to the vicissitude of caprice
more than any other article perhaps imported into Calcutta. A very few years ago Hodgson stood alone in
the market, and the idea of rivalry was never entertained. Thus he was enabled to reach his own terms –
cash – without any guarantee as to quality; and success, for some time, gained
for him a name and wealth.
more than any other article perhaps imported into Calcutta. A very few years ago Hodgson stood alone in
the market, and the idea of rivalry was never entertained. Thus he was enabled to reach his own terms –
cash – without any guarantee as to quality; and success, for some time, gained
for him a name and wealth.
People in England and India, at length began to discover,
that the magic spell might be broken by the strong hand of competition; and
although some of those who first had temerity enough to enter the field against
so formidable an antagonist, supported as he was by the strongest prejudice,
suffered severely, Hodgson was at length defeated, and the market is now
supplied by a variety of brewers.
that the magic spell might be broken by the strong hand of competition; and
although some of those who first had temerity enough to enter the field against
so formidable an antagonist, supported as he was by the strongest prejudice,
suffered severely, Hodgson was at length defeated, and the market is now
supplied by a variety of brewers.
Tizard was happy to advise this ‘variety
of brewers’ on how to prosper in India:
of brewers’ on how to prosper in India:
The first point of consideration is Quality… The ale
adapted for this market should be a clear-light-bitter-pale
ale of a moderate strength, and by no means what is termed in Calcutta heady;
it should be shipped in hogsheads which, we need scarcely observe, should be
most carefully coopered… Another point is, that by frequent consignments, you
acquire a name, which, as you may be
aware, is everything in India.
adapted for this market should be a clear-light-bitter-pale
ale of a moderate strength, and by no means what is termed in Calcutta heady;
it should be shipped in hogsheads which, we need scarcely observe, should be
most carefully coopered… Another point is, that by frequent consignments, you
acquire a name, which, as you may be
aware, is everything in India.
While it would be a long time before the
word was used freely in commerce, in order to succeed, these beers had to be
strong brands. This was Hodgson’s legacy: his name became
synonymous with quality. To beat him,
you had to beat him not only on quality, but also on sheer brand
awareness. It’s no coincidence that,
fifty years after establishing itself in India, Bass would become the UK’s
first registered trade mark.
word was used freely in commerce, in order to succeed, these beers had to be
strong brands. This was Hodgson’s legacy: his name became
synonymous with quality. To beat him,
you had to beat him not only on quality, but also on sheer brand
awareness. It’s no coincidence that,
fifty years after establishing itself in India, Bass would become the UK’s
first registered trade mark.
As well as the triumvirate of Bass,
Allsopp, and to an increasingly lesser extent, Hodgson, by 1833 brewers such as
Ind and Smith, Worthington, Charrington and Barclay Perkins of London and
Tennent of Glasgow were sending pale ale to India. By 1837 Bell notes the arrival of beer from
the United States and ‘Cape Beer’, but these were to make up a tiny amount of
the beer drunk in India – as Tizard states, it was ‘clear that England must
furnish the supply’.
Allsopp, and to an increasingly lesser extent, Hodgson, by 1833 brewers such as
Ind and Smith, Worthington, Charrington and Barclay Perkins of London and
Tennent of Glasgow were sending pale ale to India. By 1837 Bell notes the arrival of beer from
the United States and ‘Cape Beer’, but these were to make up a tiny amount of
the beer drunk in India – as Tizard states, it was ‘clear that England must
furnish the supply’.
Imports doubled through the 1830s. The competition and regularity of supply
stabilised prices, allowing the taste for beer to spread throughout
Anglo-Indian society, right through to ‘the poorer classes of British
inhabitants, which having once acquired, they will continue to indulge as long
as prices remain moderate’. Allsopp’s
‘Burton India Ale’ lost out to Bass in sales, but was still considered by many,
including Tizard, to be ‘the most salable’, thanks mainly to its ‘superior
lightness and brilliancy’. Soon,
according to Bell, ‘no less than twenty brewers now send out Beer from England,
where one occupied the field a very few years ago’.
stabilised prices, allowing the taste for beer to spread throughout
Anglo-Indian society, right through to ‘the poorer classes of British
inhabitants, which having once acquired, they will continue to indulge as long
as prices remain moderate’. Allsopp’s
‘Burton India Ale’ lost out to Bass in sales, but was still considered by many,
including Tizard, to be ‘the most salable’, thanks mainly to its ‘superior
lightness and brilliancy’. Soon,
according to Bell, ‘no less than twenty brewers now send out Beer from England,
where one occupied the field a very few years ago’.
Beer now quickly supplanted other drinks. Sales of Madeira collapsed from 85204 rupees
in 1829-30 to 21632 rupees in 1833-34, with Bell observing that ‘this
once-favoured wine stands… as an example of the effects produced on trade by
the caprice of fashion… the sudden distaste for Madeira would almost lead us
to believe that some magic influence had been at work’. The consumption of spirits was ‘certainly not
so great as formerly’, port was ‘limited’ and other drinks such as champagne
and hock had ‘never been very great’. As
for the over-supply of Claret, ‘we hope that the French have at last seen the
folly of driving such a ruinous trade’.
in 1829-30 to 21632 rupees in 1833-34, with Bell observing that ‘this
once-favoured wine stands… as an example of the effects produced on trade by
the caprice of fashion… the sudden distaste for Madeira would almost lead us
to believe that some magic influence had been at work’. The consumption of spirits was ‘certainly not
so great as formerly’, port was ‘limited’ and other drinks such as champagne
and hock had ‘never been very great’. As
for the over-supply of Claret, ‘we hope that the French have at last seen the
folly of driving such a ruinous trade’.
As Bushnan remarked in
1853, thanks to the many fine qualities of Samuel Allsopp:
1853, thanks to the many fine qualities of Samuel Allsopp:
Since the year 1824 no Englishman has been
reduced to the sad necessity of drinking French claret for the want of a
draught of good, sound, wholesome, and refreshing English Burton beer.
reduced to the sad necessity of drinking French claret for the want of a
draught of good, sound, wholesome, and refreshing English Burton beer.
