In this episode of The Beer Rep Chats With, Martin sits down with Peter Kennelly, Head of Sales at Pillars Brewery, London’s first independent brewery dedicated to lager.
Peter shares his journey through the UK beer industry, from hospitality and BrewDog, to Siren Craft Brew, and ultimately helping grow Pillars into one of the most respected premium lager breweries in the UK. We dive deep into what makes great lager, why there’s “nowhere to hide” when brewing it, and how UK lager has evolved over the past decade.
The conversation covers:
• What defines quality lager vs mass-market beer
• The challenges independent breweries face selling into pubs
• Why price, access to market, and education matter
• Lager brewing, fermentation time, and attention to detail
• Awards, credibility, and how pubs choose beer
• Perfect lager pours, glassware, and serving rituals
• Why restaurants are embracing premium independent lager
• Pillars’ approach to bottles over cans
• Food pairings, hospitality culture, and community venues
If you’re interested in UK craft beer, lager brewing, independent breweries, beer sales, or the future of hospitality, this episode is packed with insight.
Links:
Pillars Website: https://www.pillarsbrewery.com/
Shop Lager: https://thebeerrep.com/lager/
Chapters:
00:00 - 01:09 Introduction
01:10 - 09:09 Peter's Journey in the Beer Industry
09:10 - 13:24 Challenges and Advantages of Brewing Lager
13:25 - 16:54 Obstacles in Selling to Pubs
16:55 - 20:59 Perception and Education Around Lager
21:00 - 28:49 The Shift and Evolution on Lager Quality in the UK
28:50 - 31:09 Food Pairings with Lager
31:10 - 35:01 Memorable Sales Experiences
35:02 - 37:38 Why Supporting Independent Lager Matters
37:39 - 39:58 Bottles vs Cans: A Strategic Choice
39:59 Wrap up and Outro
