Pete Roberts, studying for an MSc in management at Sheffield Hallam University, set up The Brew Company as part of the university's Enterprise Challenge competition and he's now through to the final stages.

Having worked for a large corporation for many years, he decided it was time for a change in direction. With an obsession for real ale and a yearning to be creative, Pete decided to open his own cask ale brewery, with help from the university's Enterprise Centre.

He built the brewery himself, including a brand new bar and visitor centre, in Burngreave.

As Sheffield's newest brewery, sales are proving that locally-sourced, locally-produced products are rapidly increasing in popularity.

Pete said: "Landlords actually leave messages on our answerphone saying how well my beer is selling and how much their customers like it. I have even received emails from people who have tried my beer in other cities saying how much they like it."

He believes that as people's spending power becomes limited they demand beer of quality with local origins and that Sheffield beer drinkers now seek out local ales with personality and character.

"Buying local is big, it's as simple as that. Drinkers are becoming savvy, they think about what they buy, their effect on the environment and the sustainability of the producer. In short, drinkers are buying with their conscience.

"Despite the gloomy economic outlook and the credit crunch, Sheffielders are becoming more environmentally conscious and looking for more locally-sourced products."

Pete obtained some initial funding from Hallam's Enterprise Centre, which gives students business start-up advice, support and mentoring,

"The Enterprise Centre has provided excellent support for The Brew Company. During the start-up phase I got free specialist guidance, including accountancy and intellectual property advice. And they introduced me to Business Link's high growth start-up programme, which led to The Brew Company having their entire product portfolio and company logo created by a leading design studio.

"The university's proof of concept funding was invaluable – it enabled me to bring my ideas to fruition. It enabled me to formulate my beer recipes and bring the test brews to market.

"We had the entire beer range image designed and through a contact at another agency a website was built, giving us a contemporary professional image from day one."

The Brew Company currently supplies a 30-mile radius but they have gone further, including Peterborough Beer Festival and Grantham Beer Festival.

It will have five beers at the Sheffield Beer Festival in October, including a beer brewed especially for the event.



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