Black Sheep Brewery

Tour de Yorkshire celebrated by Black Sheep with the return of Velo

27/03/2017

Black Sheep Brewery is moving through the gears with its anniversary year celebrations with the return of its best-selling seasonal ale in time for the Tour de Yorkshire.

Velo, Black Sheep’s ‘freewheeling’ pale ale, will return to pubs and bars across the UK in April, ahead of the race, which starts on Friday 28th April and will pass through Masham, where Black Sheep is based, on Saturday 29th April.

Velo, at 4.2% ABV, was last seen in pubs in July 2016, coinciding with the Tour de France, and is Black Sheep’s second seasonal release of 2017, in what is its 25th anniversary year.

It is brewed with cascade hops and a subtle hint of orange and coriander.

Velo was first introduced ahead of Le Grand Depart Yorkshire in 2014, and was initially created in Black Sheep’s microbrewery before being scaled up to full production.

Black Sheep co-hosted a celebration on the day of Le Grand Depart where more than 20,000 visitors descended on Masham to catch a glimpse of the Tour de France riders pass through the town.

Jo Theakston, Sales and Marketing Director at Black Sheep Brewery, said: “It is rewarding to see how much Velo’s popularity has grown over the years, and it is only fitting that we bring it back to recognise Yorkshire’s significant role in British cycling.

“Since Le Grand Depart, and the significant role Black Sheep played in celebrating the momentous occasion throughout Masham and the county, cycling has benefited in the UK and we are delighted to join in the festivities surrounding Tour de Yorkshire.

“We are expecting Velo to ride on again to further success and its presence will provide the perfect opportunity for customers to bask in the spring sunshine over a pint of our freewheeling pale ale!”

ENDS

NEWS RELEASE: ISSUED ON BEHALF OF BLACK SHEEP BREWERY

CONTACT: Jamie Collis on 01325 363436

Editor’s Notes:

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.

back to Black Sheep Brewery

Images

Jo Theakston, Sales and Marketing Director at Black Sheep Brewery
Jo Theakston, Sales and Marketing Director at Black Sheep Brewery
Download Large Image

Download

Download the Video