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5th July 2021

Something magic is brewing this summer with Magic Rock

Yorkshire brewery launches Summer of Saucery campaign to support on trade

Yorkshire brewery, Magic Rock, is bringing a slice of summer to venues up and down the country, launching its biggest marketing activation yet to help drive trial, awareness and rate of sale in outlets with a focus on its best-selling session beer, Saucery Session IPA. The campaign aims to help newcomers find its sweet and malty IPA and encourage adventurous craft drinkers to find their new favourite beer of the summer!

The two-month trade promotion over July and August 2021 will focus on a loyalty card mechanic with competition prizes for consumers to help drive repeat footfall. Punters will be given a sustainably printed loyalty card with their first Saucery purchase in participating venues. On completion of their card (six pints), they’ll get a free pint of the session IPA on Magic Rock. Plus, they will be able to enter a competition to win a glamping break worth £1,000, along with runner-up prizes of Gozney Roccbox pizza ovens and vouchers for the Magic Rock online store.

There aren’t just perks for consumers, though, as each participating venue will be competing against each other to win prizes. Points from Magic Rock will be awarded for activities from Magic Rock POS displays to the perfect serve monitored by mystery shoppers – meaning it’s all to play for as smaller venues can rack up points just as much as the bigger ones. In addition, the top five venues with the most points at the end of the campaign will be rewarded with a Magic Rock weekend beer garden takeover in September, and £500 will go to the top-selling venue’s staff summer party.

Vik Kastenbauer Stronge, Brand Manager at Magic Rock, said: “We know these past 14 months have been, and continue to be, incredibly hard on hospitality, which is why we’re launching Summer of Saucery to support and reward our on-trade customers but also add a bit of magic and fun to the summer. It’s our biggest activation yet for the on-trade, and there’s scope for this to get bigger and better year on year.”

On-trade customers will be given Magic Rock POS, merchandise, support from the brewery, including perfect pour training, glassware and stock to cover the giveaway pints. The brewery also promises to promote each participating venue across its social media and the microsite, which will be used for consumers to enter competitions. The campaign will go live on 1st July 2021.


About Magic Rock:

Inspired by local brewing traditions and the vibrant US craft beer scene, Magic Rock Brewing is the culmination of a lifelong passion for beer. The brewery was founded in 2011 by Richard Burhouse (aided by head brewer Stuart Ross) in an old outbuilding of the family business in Huddersfield, West Yorkshire. Magic Rock produces an ever-changing lineup of idiosyncratic beers with an innovative quality-driven approach alongside a distinctive core range. For more information about the company and products, visit

Press release from Storm Communications on behalf of Magic Rock

For further product information, samples, or high-resolution imagery, please contact the press office on 020 7240 2444 or email