Black Sheep Brewery

Same ale, new look as Black Sheep Ale gets a modern facelift

14/04/2014
NEWS RELEASE: ISSUED ON BEHALF OF THE BLACK SHEEP BREWERY Black Sheep Brewery has unveiled the first of its beers to get a fresh new look that will broaden its appeal among drinkers. The label of Black Sheep Ale, which is the Yorkshire Brewery’s flagship bottled brand and was its first bottled ale when the brewery was founded in 1992, has been given a fresh new look – and Black Sheep’s other bottled beers are set to follow suit. Evolution, rather than revolution, is at the heart of the modern and forward-thinking new design, which aims to recruit new drinkers whilst retaining its loyal army of fans. Black Sheep Ale was launched in 1992 and sells more than 3.5m bottles a year in the UK and has been in double digit growth year-on-year. Bottles featuring the new label will be in pubs in early May. Jo Theakston, Sales and Marketing Director, at Black Sheep Brewery said: “We are very excited about this bold and aspirational new look for Black Sheep Ale. In a busy and diverse category, it’s all about standing out and the new design shouts loud from behind the bar. We are confident this change will help us build on the strong growth we have seen from the brand. “The new label design for Black Sheep Ale is just the first step in strengthening the presentation of our bottled ale range. Look out for more forward thinking later in the year.” www.blacksheepbrewery.com ENDS CONTACT: Paul White 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. back to Black Sheep Brewery

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Jo Theakston, Black Sheep Brewery’s Sales and Marketing Director
Jo Theakston, Black Sheep Brewery’s Sales and Marketing Director
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