McKinlay, who is speaking at the inaugural Brewers Congress in London this November, says he has “had enough” of consumers complaining about the cost of beer but admits the onus lies with the brewing industry to change that mindset.

“It’s not easy. People think that lots of breweries are printing money and sleeping on beds of it, but that’s not the case. We need to collectively educate the consumer on the pricing of a beer and to explain why it costs what it does,” he explains.

McKinlay adds: “People that complain about a beer on the bar costing 25% more than the macro beer next to it, because most still don’t know why it does cost that bit more. We need to change that.

“These people will avoid a well-made, craft beer because it costs a little bit more but then happily pay a tonne for a glass or bottle of wine without a second’s thought. Why? Because they correlate the cost with the product they are consuming, its provenance and the craft that has gone into it. The same needs to apply to beer.”

By changing the consumer mindset on price, we also need to ensure best-in-class beer gets the credit it deserves by the wider public, too.

He says: “In general, you can buy the best beers in the world at an agreeable price. So you can get an amazing, world-beating example of a style for less than £10, or something like that.

“But all people see is the price tag. Not enough people see what they are actually getting for their money because they still assume beer is a commodity product that should cost next to nothing. We need to change the perception.”