Hampshire
Triple fff Brewery
Hampshire
We are Triple fff Brewery, producing some of the nation's best beer in the heart of Hampshire. Triple fff launched in 1997 by Graham Trott, a woodworker by trade who was a keen home brewer. Graham is the man behind the decorated bestseller Moondance and Supreme Champion Beer of Britain, Alton's Pride.
Why Triple fff, you ask? Triple fff in music stands for fortissimo and means [very very!] loud. You'll see with the names of our beer we are music lovers and like to give a subtle and not so subtle nod to some of our favourites.
Latest Updates
03/06/25: May or Meh? AND Sonic The Hedgehog... Read More
What's Up? Running as fast as we can, but have had a lot of folks battered by a lurgi. Fool's Gold flew. More in the can now. Black Velvet Stout also in big demand... and also due to demand Comfortably Numb being brewed again (usually more of a winter brew) very shortly... and ALTON BEER FESTIVAL THIS WEEKEND!
So May or 'meh?
I suspect when the economic data comes in for May (in late June/July) it will be a bit softer than "they" expect. Raw brewery sales data for us isn't that meaningful because we're growing fast Year on Year (YoY) so it is a bit harder to see the air-pockets in that data, though we get a lot of nuanced feedback from talking to [you!] our fffabulous customers.
The last few weeks just feel like they have been a bit harder. So if it has been OK, but not amazing in May, you're not alone. If it has been amazing - well done, more power to you!
Interesting comparative yearly data from our Tap Room. We quite often see a "payday slide" throughout any month, but in May 2025, even if the total is up 8%YoY [about half of this growth from price increases], you can see the slide over the month is quite big. People feeling the pinch I think after a slew of bank holidays and COLP (cost of living pain) Funnily enough, May 2024 below, was pretty even-stevens all month....
Whereas I think the first few months of 2025 positively surprised folks... given the doom and gloom spread by numbers 10 and 11 Downing St... below is our chart from April 2025 which was up a whopping 24% YoY (weather in April 2024 was awful and 2025 it was great, but still, a huge YoY difference). Comparatively, April 2024, below, was 'meh, even if it didn't show a big Payday slide per se.
Hoping that this is slightly different data for you and useful when contrasting, comparing and thinking about how things are your end. We can end up in analysis-paralysis in these things and to be honest I could have told you this based on gut-feel, but not bad to have some actual evidence! Hoping for a good June for us all!
What's On?
What's about? Have seen some oddities these past couple of weeks.. Interesting commentary from the head of Asahi, Atsushi Katsuki [cool name] that gaming and screen time is a larger driver of pressure on alcohol sales than health concerns. No hard data from him (!) but an interesting observation that the number of entertaining things [AKA distractions] has grown and booze competes with them in the time allowance. Hummm. Maybe.
Interesting too he said no impact (yet) from Ozempic or Manjaro on alcohol sales. I know 2 folks who have taken those treatments for a few months. Working? 7.5 stone between them lost. Yes, working. Anyway, with global alcohol volume down 1% but value up 2% obviously important questions to be answered.
Also am a few episodes into Clarkson's Farm latest version and looking at Pubs...nice to see him singing the same song as all of us in terms of the importance of pubs to our community and frankly culture...sad to see he has the same sort of planning issues we contend with too though and be reminded how truly tough our trade is. Ugh!
Interesting if you think about both these things in say the context of Sam Smiths Pubs... Smiths get a mixed press in part due to Humphrey Smith who is still very keen to exercise influence over all things... but personalities aside (he's married to my distant cousin, but I don't know him) you wonder given the Asahi comments if it is right to rage against other distractions in the Draconian, Victorian way he does? I dunno. With this context, it isn't a hard "no" from me. Then again, when you take the Clarkson (and mine) angle that a pub is meant to be fun, Smiths don't quite get the nuance right... That said, as I type am I thinking about having a screen free zone on our Taproom?... errr maybe...
At which point (if you're still here) I must apologize - this is a bit longer than usual and has you on your screen longer accordingly - exactly the thing I think we could do less of. Will be shorter next time, I promise! Maybe better pictures too.
Hope we can bring you some beer next week - have a terrific weekend.
Xen
P.S.
Not particularly topical, but my sister just had a few days with her husband bear spotting in Romania. Apparently it is awesome...
Anyway ...
A man is walking through the woods when he sees a bear and the bear starts chasing him.
He legs it, but he knows he can't outrun the bear for long, so in desperation he starts praying, "Dear Lord, I beseech thee. Please, o Lord, please let this bear have a Christian spirit!"
Anyways, the bear catches up to him, knocks him down on the ground, then just as it looks like it is ready to eat him, it gets on its knees and says;
"Dear Lord, thank you for this food I am about to receive..."
Sorry, not sorry... have a good one, X
Xen Gladstone
Managing Director
So May or 'meh?
I suspect when the economic data comes in for May (in late June/July) it will be a bit softer than "they" expect. Raw brewery sales data for us isn't that meaningful because we're growing fast Year on Year (YoY) so it is a bit harder to see the air-pockets in that data, though we get a lot of nuanced feedback from talking to [you!] our fffabulous customers.
The last few weeks just feel like they have been a bit harder. So if it has been OK, but not amazing in May, you're not alone. If it has been amazing - well done, more power to you!
Interesting comparative yearly data from our Tap Room. We quite often see a "payday slide" throughout any month, but in May 2025, even if the total is up 8%YoY [about half of this growth from price increases], you can see the slide over the month is quite big. People feeling the pinch I think after a slew of bank holidays and COLP (cost of living pain) Funnily enough, May 2024 below, was pretty even-stevens all month....
Whereas I think the first few months of 2025 positively surprised folks... given the doom and gloom spread by numbers 10 and 11 Downing St... below is our chart from April 2025 which was up a whopping 24% YoY (weather in April 2024 was awful and 2025 it was great, but still, a huge YoY difference). Comparatively, April 2024, below, was 'meh, even if it didn't show a big Payday slide per se.
Hoping that this is slightly different data for you and useful when contrasting, comparing and thinking about how things are your end. We can end up in analysis-paralysis in these things and to be honest I could have told you this based on gut-feel, but not bad to have some actual evidence! Hoping for a good June for us all!
What's On?
What's about? Have seen some oddities these past couple of weeks.. Interesting commentary from the head of Asahi, Atsushi Katsuki [cool name] that gaming and screen time is a larger driver of pressure on alcohol sales than health concerns. No hard data from him (!) but an interesting observation that the number of entertaining things [AKA distractions] has grown and booze competes with them in the time allowance. Hummm. Maybe.
Interesting too he said no impact (yet) from Ozempic or Manjaro on alcohol sales. I know 2 folks who have taken those treatments for a few months. Working? 7.5 stone between them lost. Yes, working. Anyway, with global alcohol volume down 1% but value up 2% obviously important questions to be answered.
Also am a few episodes into Clarkson's Farm latest version and looking at Pubs...nice to see him singing the same song as all of us in terms of the importance of pubs to our community and frankly culture...sad to see he has the same sort of planning issues we contend with too though and be reminded how truly tough our trade is. Ugh!
Interesting if you think about both these things in say the context of Sam Smiths Pubs... Smiths get a mixed press in part due to Humphrey Smith who is still very keen to exercise influence over all things... but personalities aside (he's married to my distant cousin, but I don't know him) you wonder given the Asahi comments if it is right to rage against other distractions in the Draconian, Victorian way he does? I dunno. With this context, it isn't a hard "no" from me. Then again, when you take the Clarkson (and mine) angle that a pub is meant to be fun, Smiths don't quite get the nuance right... That said, as I type am I thinking about having a screen free zone on our Taproom?... errr maybe...
At which point (if you're still here) I must apologize - this is a bit longer than usual and has you on your screen longer accordingly - exactly the thing I think we could do less of. Will be shorter next time, I promise! Maybe better pictures too.
Hope we can bring you some beer next week - have a terrific weekend.
Xen
P.S.
Not particularly topical, but my sister just had a few days with her husband bear spotting in Romania. Apparently it is awesome...
Anyway ...
A man is walking through the woods when he sees a bear and the bear starts chasing him.
He legs it, but he knows he can't outrun the bear for long, so in desperation he starts praying, "Dear Lord, I beseech thee. Please, o Lord, please let this bear have a Christian spirit!"
Anyways, the bear catches up to him, knocks him down on the ground, then just as it looks like it is ready to eat him, it gets on its knees and says;
"Dear Lord, thank you for this food I am about to receive..."
Sorry, not sorry... have a good one, X
Xen Gladstone
Managing Director
09/06/25: PRICE DROP - Triple fff Brewery have reduced their prices on 5 products by up to 9% and up to £2.48 Read More
The following products have been reduced in price:
- Jagged Little Pilsner (12 x 440ml Cans) has been reduced by £2.48 (9%)
- Alton's Pride (12 x 500ml Bottles) has been reduced by £0.55 (2%)
- Lady Eleanor (12 x 500ml Bottles) has been reduced by £0.55 (2%)
- Sundown (12 x 500ml Bottles) has been reduced by £0.55 (2%)
- Moondance (12 x 500ml Bottles) has been reduced by £0.55 (2%)
09/06/25: REDUCED MINIMUM ORDER - You can now buy just two cases of Triple fff Brewery with no additional shipping charge! Read More
You can now buy just two cases of Triple fff Brewery with no additional shipping charge!
05/06/25: Triple fff Brewery have added 3 products to the site Read More
Triple fff Brewery have added 3 products to the site, 3 of which are brand new to EeBriaTrade. These products are:
- BRAND NEW - Comfortably Numb (12 x 500ml Bottles)
- BRAND NEW - Lady Eleanor (12 x 500ml Bottles)
- BRAND NEW - Sundown (12 x 500ml Bottles)
04/06/25: Triple fff Brewery have added 3 products to the site Read More
Triple fff Brewery have added 3 products to the site, 1 of which is brand new to EeBriaTrade. These products are:
- Hazy Sundown (30litre(s) KeyKeg)
- Hazy Sundown (30litre(s) Polykeg (without bag))
- BRAND NEW - Hazy Sundown (30litre(s) Polykeg (with bag))