Brewer goes the family way

By ELLEN READ

Most people think of Henderson's Circle Breweries as the Westie brewery which makes the pub pets.

But every successful business knows it must respond to consumer demand, which is why the company that calls itself New Zealand's oldest microbrewery (Auckland's Shakespeare Tavern is the oldest microbrewery pub) added a filtered hemp lager to its range of malt beers.

General manager Su Morgan agrees that the hemp lager is at odds with Circle's other ranges, but says it has been extremely successful, especially with older men.

Circle Breweries is a family business owned by Ron and Didi Morgan and their six children.

Those actively involved are Ron and Didi, their son Grant as brewer, and daughter-in-law Su.

The other five siblings and grandchildren help at festivals and outside events in which the brewery is involved.

Geography is no barrier - son Greg Morgan runs the company's computer programs and website design from London.

Originally known as Brofords, the brewery was set up in 1986 by a veterinarian, Haydon Afford, when the beer market in New Zealand was dominated by DB and Lion and only McCashins in Nelson supplied the microbrew market.

With no experience, Afford set about designing and building the brewery after studying textbooks.

He was also the vet at the Morgans' dairy farm in the North and so the connection was made.

The business was bought by the Morgan family in 1998 and the name was changed to Circle Breweries.

Su cannot explain the reason for the name - she wasn't present the night it was decided - but thinks it sums up the family coming full circle.

"My father-in-law, Ron, had always said it's every man's dream to own a brewery. So when the opportunity arose, the family were 100 per cent behind the purchase.

"Looking around today, it's a dream come true for all of us."

Although she did not think a team containing so many family members would work, Su said differences are rare.

Circle Breweries has always been innovative with initiatives that have led the way in New Zealand brewing, including:

* Being the first brewery to sell prefilled plastic flagons (pub pets), still a major part of the brewery operation today.

* Introducing strong beer to the New Zealand market, with Hooker Ale at 7.5 per cent alcohol.

* Producing and selling the first full malt stout in New Zealand, a move soon followed by the big breweries.

The brewery uses New Zealand hops, Scottish malt and Waitakere waters in its brewing. The products contain no sugar, chemicals or preservatives.

Everything is brewed, bottled and packaged on site and distributed to retailers, including supermarkets and liquor outlets nationwide.

Auckland is the firm's biggest market, followed by Wellington.

Su says that turnover has increased by 75 per cent since the company bought the Onehunga Springs brewery in May last year and incorporated its brands.

"We haven't looked back. It's been a good move. We make a living and the shareholders [ie, the family and various uncles, aunts and friends] are happy."

The firm reviews its five-year plan each January and this year's goals include launching an export range - it now sends some of its product to Rarotonga - and renovating the brewery.

Su would also like to increase the company's marketing expertise.

"We don't have a problem finding investors but it's hard finding the passion and expertise we want. We lack marketing expertise, and if there's anything I could wish for it would be an investor with that experience."