James Campbell, a key figure in the UK craft beer scene, is shaping the future of independent brewing with his new venture, SureShot Brewing. As a co-founder of the brewery, Campbell continues to innovate and push boundaries, drawing on decades of experience from some of the UK’s most influential breweries.
The UK’s craft beer revolution has its roots in the 1990s and 2000s, when brewers began focusing on quality over quantity, inspired by the success of American craft breweries. This evolution sparked a movement towards creativity and innovation in brewing, with Campbell emerging as one of its leading figures.
From Cask Monkey to Master Brewer
Campbell’s journey into the world of brewing began in the 1990s when he worked part-time as a brewing assistant. He was nicknamed “Cask Monkey Second Grade” during his early days, washing and filling casks, and learning the craft. Over time, his dedication and passion led to paid work at the brewery. “Three days a week I was washing and filling casks. Another couple of days I didn’t get paid for; I came in voluntarily to learn how to brew,” Campbell recalls. “When they realized they couldn’t do without me, they started paying me!”
A quiet yet confident figure, Campbell’s path would later take him to pivotal roles at renowned breweries such as Marble Brewery in Manchester, where he spent 13 years as head brewer. Under his leadership, Marble earned acclaim for its bold, high-quality IPAs and other innovative beers, helping to define the UK craft beer landscape.
Shaping Cloudwater’s Success
Campbell’s next career milestone was his involvement with Cloudwater Brewery, another trailblazer in the UK craft beer industry. He played an instrumental role in the brewery’s early success, contributing to its reputation for excellence and creativity. Reflecting on the experience, Campbell said, “We spent a year planning Cloudwater. It was an ambitious project—we weren’t thinking small. We were going to do it big, and we did. Cloudwater has been a phenomenal success.”
The Birth of SureShot Brewing
In the midst of the pandemic, Campbell co-founded SureShot Brewing in the Piccadilly Trading Estate, just a short distance from Cloudwater. Despite the uncertainty surrounding the industry during this time, Campbell and his business partner, Michael, took the leap. Their first collaboration, a double IPA with Vocation Brewery, made waves when it appeared on supermarket shelves, including Tesco, marking a significant moment for the UK craft beer scene.
“I can’t think of a better partner than Vocation,” Campbell said. “Dom, the buyer at Tesco, was instrumental in making it happen. It was a great experience, and it resulted in a beer I’m really proud of. I think it was the first double IPA available in UK supermarkets.”
Passion for Beer and Its Community
For Campbell, brewing is not just about business; it’s about bringing joy to people. “First and foremost, it’s a business. We have to make a living out of it,” he explains. “But what drives it is that you want to make people happy. Beer facilitates good times, celebrations, and enjoyment. We want people to really enjoy our beer, not just passively drink it.”
Despite the challenges facing the craft beer industry—rising production costs, economic instability, and increased competition from large multinational breweries—Campbell remains focused on quality and community. “It’s really, really tricky,” he admits. “The margins are very, very tight. But the product has to be right. We work really hard on our product, and we’ve got some excellent people here. Our branding is warm and inclusive. We want to be as approachable as possible.”
Navigating Economic Challenges
Like many small breweries, SureShot faces external pressures that affect its bottom line, from rising grain prices to currency fluctuations. “The war in Ukraine affects grain prices. The strength of the Australian dollar can impact the price of hops,” Campbell explains. “No business is an island. Any change in taxation or wages affects us.”
Despite these economic pressures, Campbell remains optimistic. His approach is pragmatic but driven by a love for the craft. “Beer-making, it’s not like being a nurse or a policeman,” he says with a smile. “It’s fundamentally frivolous. However, it does serve a function of making people happy.”
The Future of Craft Beer
As SureShot Brewing continues to grow, Campbell remains committed to the values that have shaped his career: creativity, community, and quality. In an industry that is constantly evolving, his passion for beer—and for the people who drink it—drives him forward. Through SureShot, he aims to continue contributing to the UK’s vibrant craft beer scene, creating beers that resonate with drinkers and inspire new generations of beer lovers.
Campbell’s journey is a testament to the resilience and spirit of the independent brewing world. His commitment to making good beer and fostering connections within the craft beer community remains as strong as ever, even in the face of an uncertain industry. For Campbell, at the heart of it all is the simple yet profound joy of creating beer that brings people together.
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