Alaric grew up in Rushden where his paternal family was in the shoe trade while his maternal grandfather had worked at Praeds Brewery, Wellingborough. After studying Fine Art at Nene College Northampton and then Leeds University, his first job was with Northants County Archaeology Dept, cementing his lifelong love of local history. The music industry soon lured him away and over the next 28 years he progressed from being a performer, then songwriter, recording engineer, record producer, record label boss, promoter, lecturer and touring live sound engineer.
In 2008, along with brother Quentin, Alaric was responsible for reviving the much missed beer Phipps IPA. In 2014 he restored the 1884 Albion Brewery and brought all Phipps production back to the county.