“With beer, there is quality and consistency plus flavour and character. For a great beer you need them in perfect balance. If anything is lacking then you don’t have a great beer,” explains John Keeling. “Look at the Budweisers and Guinness of the world. Quality and consistency is there but the beer has lost its personality.”

“But you could also name start-ups that look at flavour and character but you just don’t know what you are going to get when you try that beer. It’s a delicate balance,” he explains.

View the slides here: John Keeling