Black Sheep Brewery

Yellow of Velo to ride again as Black Sheep prepares for Tour De Yorkshire

15/04/2015

Black Sheep Brewery is bringing Velo, its most popular seasonal ale ever, back to the pumps of pubs up and down the country as cycling fever returns ahead of the Tour de Yorkshire.

Velo was originally produced to commemorate the Tour de France’s Grand Depart coming to Yorkshire in 2014 and it outsold the Masham brewer’s previous most successful season ale almost twofold. A bottled version was developed in record time, which has since become a popular part of Black Sheep’s permanent range.

Now, as the Tour de Yorkshire cycling race approaches, Velo returns to pumps throughout May and June. The Tour de Yorkshire takes place from May 1 to May 3, over three stages; Bridlington to Scarborough, Selby to York and Wakefield to Leeds.

Velo, a light, refreshing golden ale, celebrates not only Le Grand Depart Yorkshire and now the Tour De Yorkshire, but the wider sport of cycling, with which Black Sheep has a proud history of engagement.

A 4.2% ABV ‘freewheeling’ fresh pale ale brewed with cascade hops and a subtle hint of orange and coriander, Velo is a beer which has made a successful transition from development and testing in Black Sheep’s microbrewery, having been scaled up in the brewery’s full plant.

Jo Theakston, Black Sheep Brewery’s Sales and Marketing Director, said: “The opportunity to bring Velo back to pumps as cask ale was too good a chance to miss. Yorkshire is a hot bed of cycling, something which was highlighted by the Grand Depart in 2014, and it is also a region famous for producing excellent beer. When we developed Velo, we knew it tasted great, and the public agreed, making it the best selling seasonal ale in the history of Black Sheep Brewery, popular not only in Yorkshire, but all across the country.

“People love to cycle, and the crowds that gathered for the Tour de France last year showed that cycling is also a fantastic spectator sport, and one which can be enjoyed with great beer. We are looking forward to the Tour de Yorkshire, and hope it’s a fantastic success for the region.”

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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Black Sheep Brewery's Velo
Black Sheep Brewery's Velo
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