We have known White Stork since the dawn of the craft scene in Bulgaria. We can sincerely add "pioneer" and "evangelist of craft beer culture" to the description of the brand.
They have come a long way in the still narrow segment of the market for special beers in our country - from enthusiastic and romantic attitudes, through different brews and style-lines, to establishing a solid portfolio of high-end products that uncompromisingly follow the philosophy of the brand. After conquering the palates of craft beer lovers with their base series - Original, Kinky Afro, Cosmic Debris and Tropikalia, it was time for many collaborations, including Bereta TM, Hop Hooligans, Horizont, Golem, Dois Corvos, Nevel, Ground Zero, Bakunin, Kabinet, etc.
In the following lines we will find out what new ideas are spinning in the head of the indomitable and wise Stork, personally from the ideologue of the brewery - Karel.
Can we start directly with the latest issues and topics around White Stork? The brand is well known both for its products and for the overall concept behind it (well! At least for the deep-seated craft consumers. So as not to overwhelm them with history).
What we are interested in learning from you - and it becomes clear once and for all - is the Stork changing direction? Will it migrate off its current terrain? I'm asking you about the latest series of beers you released recently - the trio of pilsners. They somehow came suddenly and logically formed two camps - supporters and disappointed. Please tell us what provokes the creation of not 1, but 3 and not craft in the heavyweight category, but pilsner?
I think we need to step back a few months to understand what we have gone through with the Coronavirus lockdown, White Stork isn’t changing it was just locked in a cage!
Up until March our schedule was fully booked with craft beer festivals until the end of October and we had planned to start a ‘White Stork Migration collaboration series’ from the first week in April when we were supposed to be in Wroclaw for our first festival. The lockdown put a stop to that pretty quickly so we had to find a new way of reaching the audience. For many years the idea of making a beer in Bulgaria was playing in my head and the lockdown helped me take that decision – so the outcome was to make a series of cheap and cheerful beers that would cheer people up, not hurt your pocket as incomes were expected to be lower and popularize craft beer in consumer sectors that have not been reached by the BG craft beer scene.
The threesome of BG-made Pilsners (Just a Pilsner, Hop Along and Into the Galaxy) were designed as step in models for beer drinkers to show that you can make attractive beers with different hops. Just a Pilsner is just what it says on the label a pilsner made with fresh Saaz from the 2019 harvest. Hop Along is a Mosaic and Citra hop forward recipe which is flowery whilst Into the Galaxy is made with 2019 Galaxy hops and Citra.
Hopefully the drinker would become curious for more and move his attention to Pale Ales, IPAs, NEIPAs and Stouts where the consumer can really see the difference in quality and artisanship. So the audience for the trio wasn’t the craft beer drinker, it was designed for the masses that have been brainwashed by the 3 macrobeer companies and showcases pilsners that are made with natural ingredients, quality malts and fresh newly harvested hops contrary to multinational mass produced beer which… well let’s not go there!
Many ‘agents’ in the craft beer world in Bulgaria misunderstood the purpose of these lockdown induced pilsners and frankly I couldn’t be bothered. Let them be ecstatic about the next pastry Stout or whatever appearing on the market. This series is selling really well, it is a hit at supermarkets in Bulgaria and in our export network.
Anyway, it was a lot of fun making and introducing them to the market!
There have always been and will always be critics, but at least one thing is clear - making beer, especially craft, will gain more and more strength and popularity, and this is the place for everyone to show their talent and imagination. Let's say that White Stork has foreseen our impending economic recession and already has an adequate product for it, but I also could not imagine that you lack other ambitions - what is on the horizon?
We are craft beer producers and will always be! The philosophy has not changed we just have another wheel on our business model.
We have kept our ‘White stork Migration Series’ collab project alive and cannot wait to go on this massive road trip in Eastern and Central Europe to produce them! These will hopefully be introduced before the end of the summer when we can get on the road again. Some will be with new friends and some of them collabs we have made before which we want to improve on.
Other recipes are also getting fine-tuned so let’s see what the current situation brings us going forward.
If we take a closer look at the national status of the craft beer market, where to look for the biggest breakthroughs as a result of the crisis? What could be the lifeline for the sector?
I believe there will be a big recession coming up and this will have a massive effect on the craft beer industry, many of the brewers in BG were already in precarious situation and now even worse. But it has pushed many people to think out of the box, improve their product and look for new ways to get craft beers to people. The BG craft beer scene should work more together and be more relaxed, at White Stork Republic our tap room we were very keen on promoting BG producers and our entire tap list at the opening consisted of BG craft breweries as I honestly believe in supporting the local breweries. Now we have to focus on reconnecting with our clients and come out stronger.
I also see much better beers being introduced by my craft beer colleagues so I am positive and hey get in touch if you want to be on the Republic’s tap list, no need to be shy! We all need to support each other…
Is there a solid community behind #supportyourlocalbreweries? Is there such a true support among competitors, partners, consumers?
I was hopeful but I am not convinced – I sometimes feel like the only one shouting in a dark damp underground room. A friend gave me an analogy where Bulgarians make excellent athletes but suck at team sport, maybe he is right…
Lastly, do you have a favorite beer from another brewery or one that you regret you haven’t made yourself?
There are so many crazy and excellent beers out there but Hop Slayer from FrauGruber impressed me a simple juicy NEIPA no questions asked. I must make more NEIPAs in the future for sure!
The best way to test and enjoy at a delightful price White Stork beers is to get our Pivoteka box. Find a selection of their core products HERE and the trio pilsners HERE. We deliver across the country via Speedy and free delivery available in Sofia.
This interview was taken by Deyan Hristakiev
