Black Sheep Brewery

Black Sheep's award-winning range receive new 'fleeces'

18/04/2019

The Black Sheep Brewery’s multi-award-winning bottled ale range is to be given a fresh look with new ‘fleeces’ that will strengthen its appeal on supermarket shelves.

Yorkshire’s number one bottled amber and golden beers, Black Sheep Ale and Golden Sheep Ale, respectively, are receiving bold facelifts that brings the spirit of the ‘black sheep’ and the county to the fore.

Black Sheep Ale is a 4.4% ABV premium Amber ale, brewed with Golding hops and fruity notes. It was awarded three stars at The Beer Awards 2017 and claimed a silver medal in the amber pale category at the 2017 World Beer Awards.

Golden Sheep Ale at 4.5% ABV is one of Black Sheep’s flagship bottled brands, brewed with First Gold hops, lemon and grapefruit, it offers a zesty taste with a moreish finish.

To mark the facelift of Black Sheep Ale, Black Sheep has launched a competition for shoppers to win ‘Great Yorkshire Weekends’, with a series of winners invited for a private tour of the brewery together with one night’s accommodation and dinner in Masham.

The new branding of both brands will feature the Masham-based brewery’s iconic sheep as the main focus of the new label sets, which are foil blocked on thick premium ‘craft’ paper.

Jo Theakston, Sales and Marketing Director at The Black Sheep Brewery, said: “The brand refresh of both Black Sheep Ale and Golden Sheep gives our flagship bottled ale brands an even bolder and more premium look, giving them even greater standout on supermarket shelves up and down the country.

“We are proud of our Yorkshire roots and with the sheep at the heart of our branding we aim to build on the strong following these brands have developed over the years. With the Tour de Yorkshire taking place next week, it is an exciting time for Black Sheep and to mark this, we want to offer our drinkers the chance to enjoy God’s Own Country through our on-pack competition.”

For further information about Black Sheep’s Great Yorkshire Weekends competition, and to enter, visit: https://www.blacksheepbrewery.com/win-great-yorkshire-weekends/ Terms and conditions apply.

ENDS

NEWS RELEASE: ISSUED ON BEHALF OF THE BLACK SHEEP BREWERY PLC

CONTACT: Stuart Nicholls on 01325 363436

Editors Notes:

The Black Sheep Brewery is one of British brewing’s most famous stories and has grown from humble beginnings to become a multi-award-winning company, with its beers enjoyed around the world.

Black Sheep has grown to become one of Yorkshire’s most recognised brands, which was unveiled as the official beer of the Tour de Yorkshire and is the official brewery of Yorkshire County Cricket Club (YCCC).

In the past 12 months, Black Sheep has won a number of prestigious awards, including:

  • The Society of Independent Brewers (SIBA) National Independent Beer Awards 2018 – Glug M’Glug – Small Pack Gold Champion in the Porters, Stouts, Old Ales, Strong Milds & Strong Brown Ales category
  • The British Beer & Pub Association (BBPA) Beer Champion 2017
  • World Beer Awards – Choc & Orange Stout – Gold Award
  • World Beer Awards – Riggwelter – Gold Award
  • World Beer Awards – Black Sheep Ale – Silver Award
  • World Beer Awards – My Generation – Bronze Award

Based in Masham, in the heart of North Yorkshire, Black Sheep brewed 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 Visitor Centre, at the site of the iconic brewery, has grown to become an award-winning attraction for visitors to Yorkshire, with tens of thousands of people flocking to Masham each year.

In 2018, Black Sheep announced the purchase of York Brewery, which included the acquisition of four pubs in the business and key cask brands, including Guzzler and Yorkshire Terrier.

The outlets bought by Black Sheep, as part of the deal, are as follows:

  • Last Drop Inn, York
  • Mr Foley’s Tap House, Leeds
  • The Tap Room, York
  • The Three Legged Mare, York

The addition of York Brewery complements the strong, iconic Black Sheep brand and its existing award-winning beers and brands.

The Black Sheep 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 business’ maverick attitude to the multi-nationals seeking to dominate the brewing industry and captured the essence of the family struggle that led to its birth.

Black Sheep’s beers are full of character derived from the best possible brewing materials, plenty of time and patience in the brewing and its very special Yorkshire Square fermenters.

Black Sheep Best Bitter is now one of the best-selling cask session beers in the UK and many of its creative brews, over the course of its 25-year history, have collected numerous awards – ranging from Black Sheep’s traditional ales to its up and coming craft beers.

2017 marked the launch of Black Sheep Brewery’s first lager, 54 Degrees North, created in homage to its hometown of Masham, which sits on 54’ 13’ 24” N; 1’ 39’ 20” W longitude and latitude lines, as the company embarks on an adventurous new chapter in its distinguished history.

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Jo Theakston
Jo Theakston
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Jo Theakston
Jo Theakston
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