The Black Sheep Brewery has hit a six to be the official beer for Yorkshire County Cricket Club at Headingley.
The Brewery, based in Masham, is proudly supporting its fellow Yorkshire icon with a three year sponsorship deal that will see Black Sheep Best Bitter served at the ground as well as significant branding at the Headingley ground.
Being appointed official beer for Yorkshire County Cricket Club, could see up to 17,500 people raise a glass of Black Sheep Best Bitter on full capacity match days. The brewery’s award- winning cask beer will be stocked in a selection of bars throughout Headingley and the Scarborough cricket ground.
Jo Theakston, Director of Marketing for the Black Sheep Brewery, said: “It’s just not cricket without a perfectly brewed pint to enjoy whilst watching a cracking match. We are very proud to be showing our support for Yorkshire County Cricket Club and we think this is an exciting partnership which fans will enjoy - we are looking to have some fun with it! With the West Indies ODI and South Africa Test match in August as well, we are looking forward to bringing a true taste of Yorkshire to the rest of the world!
“We brew our beers using traditional techniques and use special Yorkshire Square fermenters, which gives the beer its unique taste. We believe our beers are distinctly Yorkshire, which goes hand in hand with the essence of the club. Being named as official beer for Yorkshire County Cricket Club is a great way to commemorate our 20th anniversary which we are celebrating this year and is a fantastic way to support the team as they battle to win promotion back into County Championship Division One.”
James Hogg, Head of Commercial Partnerships for Yorkshire County Cricket Club, said: “We are thrilled that Black Sheep will be our official beer for the next three years. The brewery has an established reputation for brewing award-winning Yorkshire beers and we are very proud to offer it to our supporters both at Headingley and our Scarborough ground.”
CONTACT: Melanie Smith on 01325 363436
Notes to Editors:
Please note the Black Sheep Brewery has a new logo, if high res version is needed please download from: http://www.recognitionpr.co.uk/journalistarea-story.asp?id=11216
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 Yorkshire Square fermenters.
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