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Camerons launches new beer range and RNLI partnership

Camerons Brewery has today announced details for a new range of beers which will launch in 2019.

The range, which is known as ‘Anchor’, will consist of one permanent keg, two permanent cask beers, and 11 monthly seasonal ales.  The imagery and theme for the range of beers has been inspired by the brewer’s coastal heritage and each name and design has a nautical reference.

Camerons commissioned American artist Travis Moore to create the imagery for this range.  Travis, known for his ‘Sharpism’ pieces created 13 different designs based of the beer names the brewery created.

Camerons’ Head of Marketing Yousef Doubooni said; “We first met Travis when we launched our Motörhead collaboration beer, Röad Crew.  Travis was invited to our launch party, given that he created the iconic Lemmy Kilmister memorial statue situated at the Rainbow Bar & Grill in LA.  We have been in touch with Travis since then, and we really felt his simple Sharpie style art would work beautifully with the beers in this range.  We have been working on the various designs with Travis over the last 6 months and we are delighted with the outcome of these.”

“The imagery on each of these designs is very distinctive and offers a fresh clean theme on this range.  We have had some great feedback on this imagery so far and we are looking forward to seeing these feature in pubs across the UK” Yousef added.

Artist Travis Moore added “I just want to say thank you to all the folks at Camerons, especially Yousef, for involving me in this killer project.  It’s such a great concept and what an awesome experience this entire creative process has been! I am so pleased with the designs we created, and I’m really looking forward to seeing the final product on the shelves and in the pubs this coming year.”

The beers themselves are based of classic styles with a modern twist.  These new recipes have been developed and trialed by Head Brewer Chris Deakin, and include a chocolate stout, best bitter, IPA, Dunkel hefeweizen, blondes, steam beer, pale rye, red rye and brown ale.

Sanctuary, which is a 3.8% cask (4.0% keg) pale ale was launched earlier this year and will feature alongside new beer Old Sea Dog which is a 4.3% cask brown ale within the brewers’ permanent portfolio.  The 11 guest beers will kick off from February with the 4.1% chocolate stout, Sea Coal.

To further add to the coastal theme, the brewer has also partnered with the Royal National Lifeboat Institution (RNLI) and will be donating 5p from every pint sold of their Sanctuary and May seasonal beer May Day to the lifesaving charity.

Phil Bebbington, Sales Director at Camerons said “I have been with Camerons for just over a year and it occurred to me that the brewery has never really celebrated their coastal heritage with a range of beers.  We felt it was time to develop this and working alongside our new brewing team here we have created some beautiful new beers to go with the fantastic new imagery Travis has produced.”

“Being a supporter of the RNLI myself I felt very passionately about working with them on this range of beers.  I was delighted when we were able to agree a partnership with them and I hope we can raise some much needed funds for this organisation.  It is amazing to think it costs around £480,000 per a day to run their lifesaving service, and we hope our donation will not only raise funds but also further awareness of the great work the RNLI and their amazing volunteers do”, Phil added.

Helen Loynes, Community Funding Manager for the RNLI added: “We are very excited about teaming up with Camerons and look forward to working with them.  We are sure the RNLI beers will be delicious and the money will go towards helping our volunteers continue saving lives at sea.”

The brewer has also announced that they are rebranding their ’Heritage’ range of beers including their iconic Strongarm ‘Ruby Red’ ale and classic North East beer Trophy Special.  These beers will have a retro look and feel, and the new designs will feature early next year.

Finally, the brewer has confirmed that it will release a minimum of six new beers from their recently launched Tooth & Claw brewery in 2019.  Tooth & Claw is a collective of Camerons employees dedicated to producing a range of innovative beer styles. Made up of passionate craft beer fans & brewing experts, the team has creative freedom to produce a selection of innovative new beers. Using the small pilot brewery the team aim to brew over 40 different gyles a year, packing only a selection of these as limited edition runs.

A selection of all of these beers will be available to taste when the brewer has its Winter Beer Launch event at The Head of Steam Birmingham on 16th January.

For further information please follow Camerons Brewery on Facebook, Twitter and Instagram.

ENDS

Further information: Yousef Doubooni <Yousef.Doubooni@cameronsbrewery.com>

Notes to Editors:
Camerons Brewery
Camerons Brewery Ltd is one of the largest private breweries in the UK, with the capacity to produce more than one million hectolitres of beer annually.

Formed in 2002, following its purchase by businessman David Soley, the company’s origins date back to 1865 when John William Cameron was engaged to run the original brewery. Camerons is headquartered in Hartlepool at the historic Lion Brewery site, which was built in 1892, and its Visitor Centre is located nearby on the site of the former Stranton pub – one of the town’s oldest pubs.

As well as brewing its own high quality beers and lagers, including its flagship beer, Strongarm, a well-rounded 4.0% ABV ruby red ale and new Motörhead collaboration brew Röad Crew APA, Camerons is a major contract brewer for the likes of Heineken and Carlsberg, as well as other major multinational companies.

In addition to its core brewing operation, Camerons possesses a growing retail pub estate of more than 70 venues – ranging from community pubs and city centre venues, to restaurant and accommodation-based outlets. This includes the popular The Head of Steam brand, which the firm acquired in 2014 and seven new venues purchased from Leeds Brewery in July 2016

Travis Moore
A Texas born artist, best known for his Sharpism pieces depicting a wide array of subject matter, but most notably his interpretations of the modern urban landscape. He works in a range of media, however he is primarily focused on creating in Sharpie permanent markers. Travis uses the “sharpies” on a multitude of surfaces, including canvas, paper, glass, and all sorts of found objects. Travis received worldwide media attention as the artist responsible for the Lemmy Kilmister Memorial Statue. The life-size bronze is located at the Rainbow Bar & Grill on the Sunset Strip in Los Angeles, California. He is now based primarily in London and is currently creating street art in his signature Sharpism style and preparing for his next exhibition, while collaborating with other artists and businesses to create innovative products based on his popular artistic designs and creations.

RNLI

The RNLI operates 238 lifeboat stations in the UK and Ireland and has more than 240 lifeguard units on beaches around the UK. The RNLI is independent of Coastguard and government and depends on voluntary donations and legacies to maintain its rescue service. Since the RNLI was founded in 1824 its lifeboat crews and lifeguards have saved over 142,200 lives.

Charity number CHY 2678 in the Republic of Ireland and registered in England and Wales (209603) and Scotland (SC037736)

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