Welcome to Behind The Brew, where we shine a light on the incredible people who make Small Beer what it is. Every team member plays a unique role, each a vital cog in the Small Beer machine, working differently but coming together to craft something truly special.
This week, we spoke with Celia Fraser, but to most, ‘Ce’. Three years into the SMALL BEER, and conquering On-Trade like it's no-one's business.
Not only a phenomenally hard worker, but also excellent company. A friend to many throughout the on-trade, both in her sales focused role and to those who sit within her team. Smart, strategic and highly sociable, if she's not spotted with a SMALL BEER in hand, it will likely be a spicy marg. Celia is truly a Big Thinker at SMALL BEER.
Tell us about what first brought you to SMALL BEER, and what has kept you here?
I'd always wanted to get into FMCG and be part of a growing team and category. I love being part of such an innovative space, and educating pubs, bars and restaurants on all things mid-strength is incredibly rewarding. The category is growing fast, and there’s something pretty special about knowing we started the movement.
If you could give yourself one piece of advice from three years ago, what would it be?
A “no” is never a firm “no”. Timing and patience is everything, and people buy from people, they can see straight through your bullshit.
What's the secret to building a genuinely great relationship with a pub or bar?
Authenticity and problem-solving. Pubs and bars have to think differently and activate in ways they haven’t before, so we give them a mid-week solution to get more beer to more people, more of the time. It’s about understanding what they actually need and finding a way to make it work.
What's one SMALL BEER sales win you're particularly proud of?
Pitching to a panel of 25 people at Avanti West Coast Trains, against 15 other brilliant FMCG brands, was a real career highlight. Winning the First Class Lounges and trains was a proper pinch-me moment, and something I’m incredibly proud of.
What are your industry predictions for the next 5 years
I think every pub will have a line dedicated to gluten-free, no & low, mid-strength, and then the usual 4%+ beers. People want more choice, and I think the industry will have to catch up with that.
If you could share a SMALL BEER with anyone, dead or alive, who would it be and why?
Bill Nighy, hands down. No explanation needed.
Tell us your BIG DREAM.
To open a deli and wine bar in either central London or somewhere a little more suburban, with my former colleague and great mate, Floss Mills. We're going to call it Stella's.
