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25th April 2022

The Wild Beer Co. & We Are Beer team up with Mitchells & Butlers to promote its Craft offering

Award-winning craft beer brewers Wild Beer Co. and SALT have teamed up with We Are Beer and pub co Mitchells & Butlers to promote their craft beer offering in its portfolio of Castle outlets over the summer months.

The partnership aims to highlight Castle’s craft credentials in all of its 106 outlets throughout the UK whilst driving awareness of craft beer with their guests. Throughout the summer months ‘Under the Sun’, a 4.7% Hazy IPA from Wild Beer Co, will be available in all Castle outlets alongside a collaboration with SALT Brewery called ‘Zest A-Peel’, a new punchy Grapefruit session IPA.

The range will be rotated throughout the year with an additional 8 other breweries available on Tap such as Yeastie Boys, Magic Rock and more.

The move reflects the growing consumer demand in craft beer as it continues to outperform cask in the On-Trade. SIBA states in its annual 2022 report that Keg format is predicted to grow by +3% to 20% of production in 2022 while bottles will shrink further to 21%. Further reinforcing industry predictions that the decline in cask has migrated over to growth in Keg.

The activation will be supported by an exclusive competition for Castle guests to win tickets to various craft beer festivals throughout the UK, including glamping at We Are Beer’s Bigfoot Festival- a weekend event celebrating music and beer, headlined by the Happy Mondays, Caribou and Brit Nominated Self-Esteem.

Other prizes up for grabs include free Wild Beer Co beer and merchandise. The competition will be supported by a promotional Beer Mat in all outlets and communicated through social and digital platforms.

The activation is expected to start in May and continue through to end July.


Notes to Editor:

The Wild Beer Co – Was born out of a love of fermentation barrel-ageing and most importantly aflavour. The beers are brewed using modern creative techniques and ingredients while producing some of the world’s oldest beer styles guaranteed to give a memorable drinking experience.

We Are Beer – The UK’s largest craft beer festival company, their mission is to bang the drum for craft beer culture by putting on fantastic craft-focused festival experiences. They attracted over 40k people across their festivals around the UK in 2021, including their flagship, London Craft Beer Festival and Bigfoot, the world’s first craft beer music festival.

Salt Brewing – Our name is SALT, after the pioneering industrialist who built the village we first called home. It was from here, we ventured out into the brewing world, equipped with only a single punchy vision – make great craft beer for everyone and do it our way.

Tired of following tradition, we go where our brewing instincts take us, shamelessly combining heritage and modern brewery craft, crossing styles, exploring new ingredients and producing many award-winners along the way.

When it comes to crafting beer and pursuing our own evolution, we’re pushing on at pace. We’re growing, and so is our selection. There’s now a whole world of great SALT craft beers just waiting for you to reach out and try. Don’t thank us, like the beer, it’s a pleasure.

Mitchells and Butlers – If you’re looking for a drink or a bite to eat you’ll find a Mitchells & Butlers brand that’s perfect for you.  We operate around 1,700 restaurants and pubs all over the UK and work hard each day to offer our customers a great choice of quality food and drink, fast and friendly service and excellent value for money.  Our success is based on innovation, listening to customer feedback and ensuring our passionate staff are the best trained in the industry.

Press release from Wild Beer Co

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