In the face of regulatory hurdles and volatile markets, an increasing number of UK firms are tapping into the artisanal and locally-produced product markets of the Alps, finding a welcoming base.in the Tarentaise Valley, surrounded by the world’s three largest ski areas, five years ago. The firm now sells 300,000 pints a year and recently won two bronze medals at the World Beer Awards.
Jack Geldard says exports have decelerated since Brexit but says ‘we can capitalise on that by catering to our domestic market here’ He attributes Sapaudia’s success to being more than just a British brand in the French landscape and working hard on its local connections. “Beer is for everyone, and a substantial aspect of Sapaudia is narrating the story of the Savoie and our local mountains, area, and history,” he says.Co-founder Jack Geldard says that exports, particularly from smaller breweries, have “definitely decelerated since Brexit” but says “we can capitalise on that by catering to our domestic market here”.