Spec-Ops: Ex-SAS men's lager passes selection on mission to boost veteran community
Three former SAS sergeant majors have launched a new premium lager, Spec-Ops, with a mission that extends beyond just brewing beer.
Jay, Dinger and H have taken their brand name Selection from the legendary SAS selection process – one of the most demanding military training programmes in the world.
Built on the values that define SAS selection – resilience, discipline and uncompromising standards – their aim is to combine a great pint with a commitment to giving back.
A proportion of profits from every beer sold will support the SAS Regimental Association's Sentinels initiative, a specialised internal mental health support network helping serving and former members of the SAS, and their families, who are facing psychological challenges.
Who dares brews
Dinger, formerly a sergeant major with A Squadron who was awarded the Military Cross, said it all began because he and his former colleagues "love having a beer and we love drinking premium lagers".
Working in London at the time, they were meeting up regularly for a beer and became inspired by current brewing success stories – with Jeremy Clarkson a classic example.
Given that lager is the most popular drink in the world, Dinger said: "If you're going to enter into business and you're going to self-fund it, which we've done initially... that's where you should start.
"Our philosophy was 'well, we've been in the SAS – 60 years all of us have been in the SAS – let's use that professionalism'.
"So the idea was to brew our own lager and make it British produce, Hereford hops, clean, crisp, no additives.
"And the correlation with a young trooper joining or volunteering for the SAS selection course, six-month endurance course, one of the toughest, if not the toughest in the world."
"The branding's key... [it's] a strong brand – we just had to make sure we had a strong quality product to accompany the brand."
Regimental connections
After first trying a small brewery, the need to be able to scale up production quickly became apparent and a partnership began with the Hall and Woodhouse brewery in Dorset.
By a twist of fate, this family-run business had its own unique connection to the origins of SAS selection itself.
Lieutenant Colonel John Michael Woodhouse MBE had been responsible for modernising the SAS after the Second World War and was a key figure in the development of the selection course that endures to this day.
When he retired from the military, he joined the family brewery where Selection beer is now crafted.
The colour scheme was an interesting element of the brand's development.
Burgundy was chosen because research showed there was very little on the shop floor or supermarket shelves using that shade, helping the brand stand out from the crowd.
It also gave another unexpected connection as all SAS and Special Forces personnel are airborne-trained as part of their operational role.
The maroon beret has long been associated with the Parachute Regiment, so the burgundy branding created a natural and meaningful link.
Then the gold, sand-coloured accents were chosen in honour of the legendary SAS beret.
Herefordshire special hops
Spec-Ops lager is crafted with Herefordshire hops – the spiritual home of the SAS – alongside British barley, water and yeast.
It is brewed naturally over 28 days, which is also the same length of time as the original SAS selection process.
Staying local to its roots, the initial strategy has been to begin its role out in Herefordshire and there are around 30 establishments across the region where it can be bought.
In one pub, the manager reports that it is giving strong competition to big mainstream brands like Moretti and Peroni.
While in Brecon, a pub there is getting through four kegs a week.
It can also be bought at the Square Tavern in London, with more places increasingly getting involved as the ultimate plan if for it be available nationally.
From tap rooms, to garden centres and tourist information centres, it is proving popular – and Dinger is currently responsible for doing the deliveries.
"l jump in my camper van and I'll deliver it to them," he said. "It's really fun actually and nice in retirement to be able to focus on brewing, selling and drinking your own beer."
Always a little further
An important part of Selection is the company's support of Sentinels – a charity created by veterans to provide confidential peer-to-peer support from people who understand the unique pressures of elite military service.
"We just look out for each other and make sure we're all mentally well," explained Dinger.
"And when people fall in hard times, there's always somebody that might just catch that and be able to step in and help them.
"But because it's a new charity, it needs new funding."
With an eye to the future, the veterans behind Selection are looking for further funding of their own to help them grow to the next level.
"Our intention, clearly, is to try and sell it globally, but initially in Herefordshire, then in the wider part of the UK," Dinger said.
"I think once that's happened, then we can definitely start to look at going down for an IPA or an HPA drink and then a stout.
"We've got some fantastic brand names lined up, which I won't share with you now, just in case somebody nicks our idea!
"But they're going to be really interesting and are really going to appeal."
Related topics
Join Our Newsletter
