CRAFT beers have seen a huge rise in popularity in recent years.

The demand for real ale has stepped up a gear with more and more people eager to taste a different range of beers and across the East Hampshire area, it’s had an impact on businesses as increasing numbers of people flock to breweries to sample different beers.

Matthew Hallett is the manager of The Brewhouse in Southwick. He said: “There’s a lot more demand for a decent and different brew now.

“What breweries tend to be doing now is gathering a following. People are following their favourite breweries.

“A lot of them have an exceptional range with flavours such as coffee or elderflower.

“It just brings out something a bit different for people. There is so much choice now. People are really enjoying the flavours. There’s something for everybody.”

Mr Hallet added he has noticed a big change in the sale of their bottled beers.

He added:?“We have seen a dramatic change in the number of people coming in and trying different beers.

“In the shop the marketing of the labels is so important to make it stand out.

“You see some ingenious labels. People go for a good looking label.

“They pick it up and have a look. It really does draw some attention.

“It’s a shame, because some of the beers get left on the shelves if they don’t have an attractive label.”

Carola Brown is the managing director for Ballards Brewery, based in Nyewood, near Petersfield.

She said things have certainly changed over the years when it comes to craft breweries.

“It’s so much better and tastier and more diverse now,” she said. “Each brewery brews about six different beers and each single one is different.

“CAMRA?(the Campaign for Real Ale) has done a lot to keep it properly made. The whole thing has been really influential.

“We were worried when we started that CAMRA might have stopped and we might have missed the boat.

“But now, we’ve got loads of breweries all over the place.

“But there’s a problem with that because the number of pubs are declining.

“The beers that we make are pretty traditional.

“With the newer breweries, a lot of them make much more hoppy beers but we don’t really do that. I think ours are more balanced but that’s very much down to individual taste.”

Meanwhile, the Upham Brewery Group, based in Bishop’s Waltham but which has pubs in the district, has seen sales grow by 4.1 per cent up to July 2 this year against the same period last year.

In the second quarter of the year, the firm launched its first craft beer – UB5 – which has been exceptionally well received. Brewery sales generated £240,000.