The Country
  • The Country home
  • Latest news
  • Audio & podcasts
  • Opinion
  • Dairy farming
  • Sheep & beef farming
  • Rural business
  • Rural technology
  • Rural life
  • Listen on iHeart radio

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • Coast & Country News
  • Opinion
  • Dairy farming
  • Sheep & beef farming
  • Horticulture
  • Animal health
  • Rural business
  • Rural technology
  • Rural life

Media

  • Podcasts
  • Video

Weather

  • Kaitaia
  • Whāngarei
  • Dargaville
  • Auckland
  • Thames
  • Tauranga
  • Hamilton
  • Whakatāne
  • Rotorua
  • Tokoroa
  • Te Kuiti
  • Taumurunui
  • Taupō
  • Gisborne
  • New Plymouth
  • Napier
  • Hastings
  • Dannevirke
  • Whanganui
  • Palmerston North
  • Levin
  • Paraparaumu
  • Masterton
  • Wellington
  • Motueka
  • Nelson
  • Blenheim
  • Westport
  • Reefton
  • Kaikōura
  • Greymouth
  • Hokitika
  • Christchurch
  • Ashburton
  • Timaru
  • Wānaka
  • Oamaru
  • Queenstown
  • Dunedin
  • Gore
  • Invercargill

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / The Country

Furious George: Grin and beer it

Dom George
By Dom George
The Country producer·The Country·
21 Jun, 2016 11:33 PM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Often the best kind of humour is the self-deprecating kind. Whether it's with friends, family or strangers, the easiest and most genuine way to get a giggle is to take the pi*s out of yourself.

I saw a brilliant example of this the other day when I was down at Dunedin's iconic brewery Emerson's.

I was interviewing founder Richard Emerson at his new $25 million brewery, bar and restaurant, ahead of Tuesday's big launch.

For those who aren't familiar with the man I like to call the Godfather of New Zealand craft beer, Richard is deaf, or hearing impaired, for those of you finely tuned into the political correctisms of this world.

Emerson is as good at reading lips as he is brewing beer, ie world class, so I was able to mumble away, while he failed to miss a beat, or a word.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

The interview was for my Top of the Hops segment on Radio Sport, where each week I cast the spotlight one of New Zealand's fine craft breweries.

Chatting afterwards Emerson remarked it was nice to have had a chat before his marketing manager said he looked forward to hearing it on the radio; he then looked at Richard and said matter of fact, "you won't be listening - you're deaf!"

They both cracked up, doubled over at the hilarity of it all. I joined in once I realised it was genuine; Mr Emerson can quite clearly laugh at himself.

Advertisement
Advertise with NZME.

And why shouldn't he laugh? After all, he's realising his dream after setting out in 1993 simply to make good beer.

Like so many of those who have followed in his micro-brewing footsteps, Emerson became disillusioned with the beer offerings in New Zealand and, after spending a year in Scotland, realised there was more choice than just ale or lager.

He set about making his own beer, beginning with a porter in his mother's kitchen, and demand quickly grew. In fact he and his team became so good at brewing quality beers the big boys at Lion came knocking.

Richard and the board sold to Lion in 2012 for a reported sum of $8 million, amidst speculation from drinkers the brand they knew and loved would be watered down and lose its magic.

Discover more

Listen: The Country Early Edition - Top of the Hops

05 May 12:18 AM

Listen: Top of the Hops Good George Brewing

10 May 11:00 PM

Listen: Top of the Hops - ParrotDog

02 Jun 09:13 PM

Listen: Top of the Hops - Emerson's Brewery

20 Jun 10:22 PM

A number of Wellington bars didn't waste any time to see if the prophecies would come true and stopped stocking the beer once existing supplies ran out.

Suffice to say the concerns proved to be unfounded and Emerson keeps an eagle eye over the product that comes out of his brewery.

He still gets ninety percent of his hops from Nelson growers and is selling his beer faster than it can be produced. The next step in the plan is to shift into the Australian market.

I'm predicting a similar story for Upper Hutt's cult brewery Panhead Custom Ales who agreed to sell to Lion last month.

Panhead's Supercharger APA was named the country's best beer in 2015 by the Society of Beer Advocates. If the Lion acquisition follows a similar pattern to that of Emerson's, there's no reason to think the outcome will be vastly different.

The sum paid to Panhead isn't known, but it would be interesting to know where it sits in relation to the $8 million paid to Emerson's four years ago.

Advertisement
Advertise with NZME.

Moa Brewing Company founder Josh Scott recently told Top of the Hops New Zealand craft brewers may be selling themselves a little short, certainly in comparison to their US counterparts which are selling to big companies for mega bucks.

Still, the future is certainly bright for those brewers that produce quality New Zealand beer and have the patience to keep refining their wares to cater for the increasingly sophisticated Kiwi palate.

Do that and, like Emerson's, they too could one day be laughing all the way to the bank.

Save

    Share this article

Latest from The Country

Premium
Analysis

‘Ardern lives in exile’: Jones attacks gas ban, calls for apology in fiery hearing

19 Jun 05:00 AM
The Country

The Country: Hello Brendan, goodbye Rowena

19 Jun 01:47 AM
The Country

Huinga dairy farmer celebrated at national sustainability awards

18 Jun 10:37 PM

Jono and Ben brew up a tea-fuelled adventure in Sri Lanka

sponsored
Advertisement
Advertise with NZME.

Latest from The Country

Premium
‘Ardern lives in exile’: Jones attacks gas ban, calls for apology in fiery hearing

‘Ardern lives in exile’: Jones attacks gas ban, calls for apology in fiery hearing

19 Jun 05:00 AM

The Resources Minister came to the select committee sporting a Make NZ Great Again hat.

The Country: Hello Brendan, goodbye Rowena

The Country: Hello Brendan, goodbye Rowena

19 Jun 01:47 AM
Huinga dairy farmer celebrated at national sustainability awards

Huinga dairy farmer celebrated at national sustainability awards

18 Jun 10:37 PM
'Technology has come so far': Drones could be coming to farms and beaches near you

'Technology has come so far': Drones could be coming to farms and beaches near you

18 Jun 06:00 PM
Help for those helping hardest-hit
sponsored

Help for those helping hardest-hit

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP