Meet Alan Williamson; Crisp Malt's New Commercial Director

Alan Williamson is raring to go.

The role of new commercial director at Crisp Malt is, for the right person, the perfect blend of familiar territory and new experiences. As a beer writer, I’ve long been fascinated with how the malting industry works. Alan is a fan of my books, so I’m delighted when he agrees to chat to me about what the new role entails.

“I was an accountant at Diageo,” he tells me. “But I jumped ship into the world of malting barley procurement back in 2003, before then going on to work in a variety of roles and locations in the malting industry.”  What prompted that?

“During harvest, I’d had to cover for a colleague who bought Diageo’s malting barley, and that sparked an interest. I enjoyed the numbers and trading side of the grain world. But dealing with malting barley was more than that. It had a charm of its own because so much came down to the physical quality of the barley. And I know it’s a cliché, but every new season, every harvest, is different.”

The role of a commercial director can vary depending on industry and company. Alan’s new role at Crisp Malt covers all parts of the commercial side of the business.

“The heads of procurement and supply chain, on one hand, and sales and marketing, on the other, report to me,” he says. “Plus, I’m responsible for some elements of the technical and sustainability side. In other words, it’s a bit of everything that’s not operational. Commercial direction here is basically setting a commercial strategy and coordinating what we do to make sure it all joins up and is heading in the same direction.”

If job specs in the industry vary, so do some aspects of the customer base. Crisp of course does a great deal of business with distillers, but there’s more on the brewing side, too. “I’m really excited to work with small craft brewers as well as with bigger customers. Everyone’s needs are different, and that’s where the interest lies.”

When Alan isn’t at work, cycling or playing football, he can be found in the pub enjoying a pint of cask ale or Czech pilsner. This exploration of brands and tastes helps with understanding the brewers’ side. That’s his story, and he’s sticking to it!

I’ve often wondered what separates one maltster from another. Herein lies another major reason Alan took his new job.

“I like the people and culture here. I feel very comfortable. And it’s particularly interesting to examine how we work with smaller craft brewers. Of course, whatever the harvest, the malt has to be in great condition for them. Our technical sales team, which includes brewers, is passionate about brewing and beer – and can advise on how to get the most in the brewhouse out of each year’s batch.”

This all forms a nice combination of process and logistics, which is familiar to Alan, with flexibility and a personal touch. It is a friendly industry where everyone seems to know each other. But different customers have different needs. As well as smaller independent brewers, there’s a burgeoning craft distilling scene. The learnings from one sector are helpful with the other.

As a writer interviewing someone in the commercial world, I expect the hard sell on unique company heritage and culture. But it’s clear as he speaks that these were genuinely important factors in Alan taking the job at Crisp Malt. He believes the emphasis on relationships and partnerships throughout the business, and with customers and suppliers, is exceptional.

“For example, we have large grower groups who have been working with us for decades, leading sustainable farming initiatives at a scale that’s unrivalled in the UK malting industry.”

There are, of course, challenges at every level, from those of the harvest (“No rain when the barley’s growing, then loads while farmers try to harvest”) to those of the market. For Alan, it all amounts to a fascinating mesh of procedure and logistics on one side, and the capriciousness of the natural world on the other.

“Prices change, quality changes, and it’s the skill of the maltster to take Mother Nature and turn it every year into a consistent product for our customers,” says Alan. “It’s good to be working for a company that does this with such pride and technical expertise.”