Black Sheep Brewery

The golden boy of the Black Sheep flock gets a fresh new fleece

26/10/2015

Black Sheep Brewery is preparing for one of its leading ales to brandish a fresh new look as it takes pride of place on shelves across the off-trade.

Golden Sheep, which has been part of the Black Sheep flock since 2009, is the Brewery’s leading brand in the golden ale market.

The move comes off the back of a successful rebrand of the brewery’s leading bottled beer, Black Sheep Ale last year. Golden Sheep Ale will sport a bright, fresh and more modern new look which aims to entice new drinkers. The new labels will appear in stores from November.

The brewing recipe remains untouched. At 4.7%, Golden Sheep Ale remains a superbly quaffable premium golden ale, brewed in traditional Yorkshire Square fermenters which help provide a dry, refreshingly clean finish.

The move aims to firmly position Golden Sheep for growth as one of Black Sheep’s leading bottled ales and continues the Brewery’s drive to ensure its high-quality beer range remains relevant to new and loyal ale drinkers.

Jo Theakston, Sales and Marketing Director of Black Sheep Brewery, said: “The re-branding of Golden Sheep comes as we look to create a ‘family feel’ to our bottled beer range. The bold re-brand of Black Sheep Ale last year helped push sales forward and we are hoping Golden Sheep Ale will experience a similar surge. The new branding stands out really well on supermarket shelves and we hope to pull in more new drinkers to this quality drop as a result of taking this step.

“There is strong growth in the golden ales market, which is proving a strong entry point for drinkers getting into ales for the first time, and Golden Sheep Ale is a perfect place to start!.”

www.blacksheepbrewery.com

ENDS

NEWS RELEASE: ISSUED ON BEHALF OF THE BLACK SHEEP BREWERY

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.

In 2014, Black Sheep Best Bitter, - Yorkshire’s best selling cask ale – underwent a facelift to broaden its appeal among drinkers, evolving the look, while retaining all of the great taste that has made it an iconic brand.

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Golden Sheep Ale
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