Black Sheep Brewery

New 'Fleece' Of Life For Black Sheep Logo

04/08/2011
NEWS RELEASE: ISSUED ON BEHALF OF THE BLACK SHEEP BREWERY The Black Sheep Brewery logo has undergone a summer shearing giving it a fresh new look. The Masham based Black Sheep Brewery has given its logo a re-vamp for the first time nearly 20 years after its first ale was brewed. It was exclusively unveiled at the UK’s largest agricultural event, the Great Yorkshire Show in North Yorkshire. Will Daykin of Blue Design in Askrigg who also designed the original brewery logo, drew up the new version. The colour scheme has been kept similar so the brewery’s products can still be easily identified and the quirky style, synonymous with the business, has remained. The changes to the logo make it clearer and easier to see and more adaptable for branding. By developing the logo the brewery hopes to build on the business which has already recorded solid sales figures from the start of the financial year in April. The Black Sheep Brewery has increased its sales of Black Sheep Ale in bottle by a healthy 13%, and cask beer sales are showing good like for like growth on last year, driven by lead brand Best Bitter and new beer Golden Sheep. Sales have been bolstered by the success of recent limited edition Russian Imperial Stout - a new departure for Black Sheep into the specialist Ale category, and one they hope to repeat in the future. Jo Theakston, Director of Marketing, said: “We have put a lot of thought into the design of the logo. It is a subtle evolution of the original. We wanted to show that the business is moving forward and aiming to grow. We have carefully redrawn our sheep and freshened up the text. It has all the DNA of the original logo so still is easily recognisable as Black Sheep - you won't mistake it for anyone else! “We have adapted the logo so it can be integrated more easily into branding and product labels, helping to implement a more modern and creative design approach to what we do. “Our sales figures are looking healthy for the start of this financial year and we hope that by developing our iconic logo, it will build on the growth of the business as we look towards the future, in particular the development of our new beers such as Russian Imperial Stout.” ENDS CONTACT: Melanie Smith on 01325 363436 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 Yorkshire Square fermenters. Twitter: Facebook: Share back to Black Sheep Brewery

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The new Black Sheep brewery logo
The new Black Sheep brewery logo
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