NEWS RELEASE: ISSUED ON BEHALF OF THE BLACK SHEEP BREWERY
Continuing the celebration of legendary Yorkshire literary and television vet James Herriot, Black Sheep Brewery has introduced it’s new bright and beautiful Yorkshire Pale Ale, All Creatures, as a bottled beer.
Previously a Seasonal cask beer, All Creatures has been launched as a new addition to the Brewery’s permanent bottled range, and a deal has already been struck which will see it on sale nationally in 237 Asda stores from June this year.
All Creatures celebrates the life of Alf Wright, creator of the famous veterinary character and the name is synonymous across the world with the Yorkshire Dales, home of the Black Sheep Brewery.
The move comes on the back of a great response to the cask version of the beer over the last two years, so the brewery decided now was the time to share it with drinkers at home.
Black Sheep’s Brewers have kept the great hop combination of Fuggles, Goldings and a slug of Bramling Cross that delivers a stubborn hoppy kick! They have upped the abv to 4% and the beer retains it’s lovely refreshing flavour. All Creatures is a bright and beautiful Yorkshire Pale Ale packed full of fresh flavour from all the great full flower English hops put in, well balanced against a creamy, malty background derived from Maris Otter malt.
Black Sheep Brewery’s Sales & Marketing Director, Jo Theakston said “We are really excited about the launch of our new bottled beer All Creatures, this is our first new permanent bottled beer for some time and we hope customers like the fresh new look of the label and the refreshing bite of the beer. We’ve had a great response so far and were delighted to get a listing nationally with Asda. We are keen to keep experimenting with new styles and packaging so watch this space for more to come.”
ENDS
CONTACT: Paul White on 01325 363436
A HIGH RESOLUTION PHOTOGRAPH TO ACCOMPANY THIS NEWS RELEASE CAN BE DOWNLOADED FROM:
http://www.recognitionpr.co.uk/clients/id/13783
Picture caption: Alan Dunn, Production Director and Head Brewer at the Black Sheep Brewery, with Marketing Director Jo Theakston.
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.
Paul White MPRCA
Account Director
T – 01325 363436
F – 01325 353471
Lingfield House
McMullen Road
Darlington
DL1 1RW
