Building a City’s Beer Brand – with Paul Anspach (London Black, Anspach & Hobday)

How do you create a beer so tied to a city, people think it’s always been there? 🖤🍺In this episode, I’m joined by Paul Anspach, co-founder of Anspach & Hobday and one half of the team behind London Black, the Nitro Porter taking on Guinness from the heart of the capital.We dive into:– How London Black became a brand Londoners genuinely own– Why every beer needs a sense of place, and how to build one– The David vs Goliath dynamic with Guinness– How the brand was developed fully in-house– How a Nitro Porter became a movement, not just a product👉 We also talk naming, posters, design, and how lockdown gave them time to build something iconic.Perfect for brewers, designers, and brand builders alike.