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28th September 2022

Rooster’s cock-a-hoop after launching IPA in Swedish stores

Harrogate-based brewery, Rooster’s Brewing Co. has secured a contract with Sweden’s Systembolaget which has seen the launch of Strength In Numbers, the brewery’s West Coast IPA, into the government-owned chain of stores.

Strength In Numbers successfully passed various stages of selection, including a final round of blind tasting to secure a limited release of the beer. Working closely with Great Brands, Rooster’s import and distribution partner in Sweden, 32,000 440ml cans of the 7% IPA was shipped to Stockholm ahead of its launch on September 23rd.

The beer will also be pouring alongside a number of Rooster’s other beers in partnership with Great Brands at the 2022 Stockholm Beer & Whisky Festival, which opens its doors on Thursday September 29th. A Rooster’s tap takeover will also take place following the opening session of the festival at The Oliver Twist, one of Stockholm’s leading craft beer bars.

Tom Fozard, Rooster’s Commercial Director commented: “I’m delighted that we’ve been able to secure a listing with Systembolaget for Strength In Numbers and doubly so that we’ve been able to achieve it by forming the working relationship we have with Great Brands over the past couple of years. I’d also like to give a shout out to Andreas, Rooster’s Export Consultant, who’s come in and helped Rooster’s to achieve a long-held ambition for the business. Cheers!”

Ends

Rooster’s Brewing Co. www.roosters.co.uk

Notes to Editors

About Rooster’s Brewing Company

Rooster’s Brewing Co. has always been an independent, family-run brewery, focussed on creating quality new world pale ales, with an emphasis on flavour and aroma.

It was established in 1993 by the pioneering brewer Sean Franklin, who developed a new style of beer that had, up to that point, never been tried in the UK before. At a time when most breweries were taking flavour out, Sean was trying to put more in, using imported flavourful hops from the west coast of America.

His pioneering and innovative approach began to turn heads, with Rooster’s flavour-packed beers standing out in a sea of brown beer – with its flagship pale ale, Yankee, leading the way. The awards began to pour in, with Rooster’s beers winning gold medals at the biggest and most renowned international and national beer awards.

Having won pretty much everything there was to win, in 2011 Sean decided to retire and chose to sell the brewery to Ian Fozard and his sons, Tom and Oliver, in a move that ensured Rooster’s would remain a family-owned brewery.

Ian has had an affinity with beer for over forty years, having been an active member of CAMRA since the 1970s and the founder of Market Town Taverns, which grew into a portfolio of 15 bars and pubs across Yorkshire.

Oliver, who has been brewing professionally since 2000, became the head brewer at Rooster’s, and Tom, also an active brewer, became the company’s commercial director. Oliver was awarded Brewer of the Year in December 2020 by the British Guild of Beer Writers.

In 2018, it became clear that Rooster’s was rapidly outgrowing its site in Knaresborough and in 2019 the decision was made to invest in a new state-of-the-art brewery and taproom. Finding the right location, that offered Rooster’s the opportunity to become part of the fabric of the local community wasn’t easy, but the team were delighted when the perfect space became available at Hornbeam Park in Harrogate. Over the course of 2019 and the early part of January 2020, the company created a bespoke, state-of-the-art facility that it now calls home, in a move that saw it return to the town where Rooster’s was first started some twenty-seven years earlier.


Press release from Rooster’s Brewing Co.

For further information, please contact Tom Fozard on tom@roosters.co.uk or 01423 222312.