Moorhouse’s, the North West’s leading dedicated cask ale brewer, has announced a high-profile sponsorship of the Lancashire League 20/20 cricket competition.
The three year deal is a major marketing initiative as the internationally acclaimed brewer hits the first birthday for its ambitious multi-million pound brewing development.
It aims to further grow sales of the famous ‘Pendle Witch’ ales in Moorhouse’s heartland and puts the Burnley brewery up alongside brewing giant Heineken UK – sponsor of the 120 year old League under the Foster’s brand.
The annual competition is fiercely fought by 15 teams from Burnley and Todmorden, the Blackburn area and the Rossendale Valley and will be known as “The Moorhouse’s Brewery Lancashire Cricket League 20/20 Competition”. Moorhouse’s ales will be on sale at seven of the clubs.
Moorhouse’s managing director David Grant said: “As the first birthday of the new brewery approaches we are especially delighted to announce our support for such a terrific local contest. This is an exciting opportunity to promote our celebrated cask ales to cricket clubs and fans – a perfect fit with our future business development goals in our heartland.”
League officials have warmly welcomed the local sponsorship for the contest which attracts strong support to Friday night games over seven weeks, from late May to July.
League chairman Mike Bibby said: “Moorhouse’s are the top independent brewers who have a long and proud history and, being based in Burnley, are right in the heartland of the member clubs of the Lancashire League. The League Executive are delighted to have been able to attract such a well known local company as sponsors of one of our competitions.
“We look forward to working with the directors and staff of Moorhouse’s in promoting their business and working together to ensure our League Twenty20 competition goes from strength to strength. These games are an ideal opportunity for Moorhouses to have a presence and promote their products.”
The launch of a £4.2m brewing complex complete with visitor centre and training school last May trebled the former production capacity to more than 15 million pints a year to transform Moorhouse’s into regional brewer status.It has enabled substantial sales growth across the UK and the launch of special ales such as White Witch alongside its five award winning core brands, including Black Cat and Pride of Pendle*.
Ends/MHPR- 20/20 Sponsorship
Notes to editors:
*Moorhouse’s has won more awards than any comparable brewer – including the much revered CAMRA Supreme Champion Beer of Britain for Black Cat (3.4%abv) at the Great British Beer Festival 2000. Last year Black Cat also took gold in the Standard Strength Cask-Conditioned Ale category of the Brewing Industry International Awards (BIIA). – the ‘Oscar’s’ of the brewing world.
Pride of Pendle (4.1%abv) was hailed as ‘best cask ale in the world’ when voted BIIA Champion Cask Ale in 2004 and Premier Bitter (3.7%abv) also took gold in its class the same year. Pendle Witches Brew (5.1%) has won several top brewing awards while Blond Witch (4.5%), the newest and fastest growing brand, has enjoyed wide acclaim from consumer and industry competitions.
Founder William Moorhouse established his drinks manufacturing business in Accrington Road, Burnley, in 1865. Originally it produced mineral waters and then low strength hop bitters for Temperance Movement bars. Moorhouse’s began full strength brewing in the 1970s and in the eighties Manchester businessman Bill Parkinson bought the then ailing brewery ‘because he liked the beer’. Now, Moorhouse’s directly supplies several hundred pubs throughout the region and in Yorkshire, while distributing nationally via leading wholesalers and major pub chains.
For further information contact: Steve Hobman, Rhino Public Relations: 01829 250502/ 07751 578605. email: shobman@rhinopr.freeserve.co.uk