Most breweries change direction to accommodate the market but maybe none so more than Signal. Unless you live within a reasonable distance of the brewery, or are a London brewery aficionado, this brewer may have gone under your radar. Based in Croydon, it started out as producing just one beer, a lager. This was as a result of the enthusiasm of a chemical engineer who brewed in his garden shed until his wife told him to ‘piss off’ and he started his brewery. The London Tasting Panel visited on an unusually warm day in May and were hosted by Charlie, who joined the brewery as second partner to founder, Murray Roos, who comes from South Africa. Charlie explained, “There was already an awareness of where the market was going so we had a canning line from day one but we should have thought more about cask beer. Our lager is matured for 30 days so that takes up the fermenters and cash flow. Cask beer takes a lot less time to produce.”

Although the brewery ventured into cask just six months ago, it already represents 24% of its sales with lager remaining at 45%, increasing to 65% in the summer. Pale Ale is the next best seller at 20%.
The brewery has a ten barrel brew length but double brewing is not unusual, with seven fermenters and a number of new ones due to be installed imminently (they were being delivered on the day of the visit along with the driver’s release of racing pigeons). It is fortunate that the head brewer, Arto Laterian, likes an early start. He is an ex-chef and lives some miles outside London so prefers the quiet times before the rush hours kicks in – before 4am! Charlie commented that they were very fortunate for Arto’s palate! Signal brew about three times a week and Arto is assisted by Alex.
As always with small breweries, space is at a premium. The space currently occupied by comfy Arabic style settees will likely shortly be used for more plant. However, they hope to acquire a second unit on the industrial estate and use that for storage.
Signal’s distribution is to some 120 pubs mainly within London and they have been doing some work with Wetherspoon’s on a local basis; they are SIBA accredited. Charlie reflected what other London brewers have said, namely, “It’s a constant battle to get pubs to take our beers. If you don’t phone or visit the pubs, you get forgotten but nothing beats going to a pub and meeting people. Themes also help encourage pubs to take beers, such as rugby or a particular season.”
The beer range is expanding, with ambers, IPAs and a best bitter, Sticky Hoppy Pudding, joining the repertoire. The Tasting Panel tasted a number of their beers and you can find their notes on the London Region website: www.london.camra.org.uk. If you fancy a visit, combine it with a visit to some of the wonderful parkland that is accessible nearby by train and check their website for their occasional tap days; their warm welcome will make the trip worthwhile.
Christine Cryne