Pillars Brewery: Crafting Quality Lagers in London
with Peter Kennelly
In this episode of The Beer Rep Chats With, Martin is joined by Peter Kennelly, Head of Sales at Pillars Brewery, one of London’s most respected specialist lager breweries.
Peter shares his journey into the beer industry, from hospitality and pub management to BrewDog, Siren Craft Brew, and eventually Pillars — and explains how each step shaped his approach to selling beer and building meaningful relationships with venues.
The conversation dives deep into lager and why it’s one of the hardest styles to brew well, how Pillars built a brewery dedicated solely to lagers, and why perceptions of lager in the UK are finally starting to change. From access-to-market challenges and pricing pressures to glassware, pouring technique, and community-focused venues, this episode is a thoughtful look at what it really takes to champion quality lager in a crowded market.
- 41 minutes
- February 2nd 2026
Also available on
Plus all other listening platforms
Episode Highlights
- Why lager has nowhere to hide
Peter explains why brewing lager is unforgiving — one mistake and the whole batch can be lost. - Building a lager-only brewery
How Pillars became London’s first independent brewery focused entirely on premium lagers. - Selling against the big brands
The realities of pricing, tied lines, and access to market for independent breweries. - Details that elevate lager
Why glassware, pouring technique, and education matter just as much as the beer itself.
Peter says:
“Lager is a style that has been lambasted. It’s been beaten down by marketing campaigns and macro brewers telling you what lager is.”
Why This Episode Matters
Lager is often misunderstood — written off as cheap, bland, or purely industrial — yet it’s one of the most technically demanding styles in brewing. This episode highlights how UK breweries like Pillars are redefining what great lager looks and tastes like, while also navigating the real commercial challenges of the modern beer market.
For brewers and industry professionals, it’s an honest look at sales strategy, route to market, and building trust with venues. For drinkers, it’s an invitation to rethink lager, support independent producers, and appreciate the skill, time, and care behind a truly great pint.
As Peter puts it, choosing independent lager doesn’t just mean better beer — it means supporting people, communities, and a healthier beer industry overall.
At The Beer Rep, we’re more than just a store—we’re here to tell the stories behind the beers and support the people who make them. Thanks for tuning in and supporting independent breweries along the way.
👉 New episodes of The Beer Rep Chats With… drop regularly. Don’t forget to subscribe, leave a review, and share with a fellow beer lover!
Support Indie Breweries
Want to support UK independent breweries like the ones discussed in this episode? Check out these indie beers featured in our shop
