Black Sheep Brewery
Black Sheep follow England Rugby’s lead with Ruckin’ Disaster
Black Sheep Brewery has rebranded its latest seasonal ale to help pubs lift the gloom cast by England’s untimely exit from the Rugby World Cup.
In typically self-deprecating English style, the ruby ale previously known as Blind Side will now be in pubs with the name ‘Ruckin’ Disaster’. Black Sheep has reacted quickly to support pubs hoping to continue capitalising upon the popularity of the tournament.
Brewed at the Black Sheep Brewery, in Masham, North Yorkshire, with an all-English pack of eight hops varieties, Ruckin’ Disaster will be available in pubs as a cask ale throughout the remainder of October.
A product of the investment by Black Sheep in a microbrewery plant that allows it to create and experiment with new ales, it is a 4.3%, all English ruby ale. It is the same ability to move swiftly that has allowed Black Sheep to react to the disastrous English ejection from the tournament.
Pump clips featuring the new name and brand have already been prepared and are ready to take pride of place in pubs. While fans of other teams enjoy their rugby, supporters and beer lovers of all nationalities can enjoy a great rugby-themed pint.
Rob Theakston, Managing Director at Black Sheep Brewery, said: “It’s come as quite a shock to see England’s exit from the Rugby World Cup – we are used to such disappointment from our football team – but we have acted quickly, and with our tongues firmly in our cheeks, to help pubs keep spirits up and take advantage of the popularity of the tournament.
“For the remaining duration of this seasonal ale’s time in pubs, throughout October, Ruckin’ Disaster will allow drinkers to raise a wry smile and a comforting pint.
“We know that as the competition continues without England involved, the pack of eight English hops that we have put together for this great seasonal ale will not let us down. It’s still fantastic to have the Rugby World Cup in England and Wales, and we have some ex-rugby players among our team, so we know that fans will still enjoy having a quality pint to cry into.”
NEWS RELEASE: ISSUED ON BEHALF OF THE BLACK SHEEP BREWERY
Notes to Editors:
The Black Sheep Brewery in Masham made its first beer in 1992 after being built up by Paul Theakston, whose family had brewed in the area for six generations.
In a world of ever increasing bland, mass-produced beer Paul saw an opportunity to return to what his family had done best since 1827, making real beer in the time-honoured fashion.
An old maltings building, once part of Lightfoot's Brewery became the Brewery’s home. This landmark building, which stands high over the banks of the Ure, had fallen in to disrepair as years of neglect as a semi-redundant grainstore had taken its toll. Paul assembled a small team around him to fight the rats and build a traditional country brewery.
The Black Sheep Brewery name derived from Masham’s association with sheep, but ‘Sheep Brewery’ didn’t quite sound right, so with a little creativity from Paul’s wife the Black Sheep Brewery was born, a name that sat well with the area, spoke volumes about the maverick attitude to the multi-nationals seeking to dominate the brewing industry and captured the essence of the family struggle that led to our birth.
Black Sheep Ale at 4.4% ABV, now in an eco-friendly lightweight bottle, continues to maintain its presence among the top ten premium bottled ale brands, and is available nationwide from virtually all the major supermarket retailers. It is a classic premium bitter and as with all Black Sheep beers, full of character derived from the best possible brewing materials, plenty of time and patience in the brewing and our very special
In 2014, Black Sheep Best Bitter, -