The craft principle is something close to the Cains ethos and flies in the face of those who muttered dark theories about "wham bam thank you, ma'am" style asset stripping when the Dusanjs took over.
Ajmail explains: "All the investments that we put into our sponsorship, our beers, our equipment, everything, has nothing to do with short term gain, it's all long term."
Sid adds: "The key behind the whole lot though is quality, quality, quality. And the loyalty will stay there as long as we give fantastic products."
They regularly visit many of their 12 tied pubs, mingling with the management and the punters to sound out opinion.
"We believe that beer has to be the hero. And if anyone is not happy about our beers then we want to know," says Ajmail.
It's also why Narinder and Balginder, the wives of Ajmail and Sid, run the customer services department.
"There's not many companies who will have their customer services desk next to the managing directors' but that's because we want to know when it is right and when it isn't," Sid maintains.
And, at the moment, everything is full of hope both for Cains and the city.
"What's interesting is that Cains has followed the Liverpool trend," insists Sid. "When it was great in the early 1900s the brewery was right up there. Then it went into slow decline moving with fortunes of the city. Now the city's back on the up - and so is Cains. Themission is to become the best British beer brand in the world."
News RSS Feed