Oakham Ales, the acclaimed innovative ale brewery based in the East Midlands, has launched a newsletter – Riveting News – aimed at keeping its ‘Oakademy of Excellence’ members up to date with news from the Brewery: including new beers, new faces, competitions and new ideas. The Oakademy was established in 2009 and members serve Oakham Ales on a permanent basis. Grown significantly since its inception – the Oakademy now has 218 members and is growing each year. Riveting News is a four-page full-colour newsletter and will be issued quarterly.
Why Riveting News? As well as the pun – the imagery of the strong iron rivet was adopted by Oakham Ales over a decade ago. The inspiration came from an old fermenting vessel which had an unusual window with rivets down one side. A new identity was born and the rivet has not only been part of the Brewery’s logo since that time, but an integral part of the Oakham brand ever since.
Adrian Posnett, managing director of Oakham Ales comments: “The Oakademy of Excellence is growing so rapidly we wanted to make sure that we were communicating with members on a regular basis. We don’t have the luxury of a large retail estate but the Oakademy has enabled us to have the distribution and profile for our beers to compete with those that do. We try to meet our members on a regular basis and we are growing in areas outside our heartland. Riveting News asks for feedback from publicans and as ever, we look forward to hearing their views…”
To become a member of the Oakademy of Excellence, publicans have to pass a beer quality test, organised by Oakham Ales, to receive accreditation. This entitles them to membership benefits that include access to ‘limited edition’ ales, available only to Oakademy of Excellence outlets, as well as priority access to Oakham Ales seasonals and specials. Members also receive branded glassware, tailored point-of-sale merchandise and promotion via the Oakham Ales website. Visit: http://www.oakademyofexcellence.com/about.html for further information
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Date of issue: February 2012