Ember Inns Launches Exclusive Pale Ale

06/05/2016

Available at Castle Gardens in Poulton-le-Fylde

Collaboration with award-winning Black Sheep Brewery

Supports investment in cask ale category

 

Ember Inns, part of Mitchells & Butlers, has partnered with renowned Yorkshire brewer Black Sheep to create an exclusive new beer which will be served in The Castle Gardens pub in Poulton-le-Fylde and across its 146 UK pubs.

 

Ember Inns Pale Ale is the first beer Black Sheep has brewed exclusively for another brand and will see the brewery produce around a million pints a year for the national pub operator. The 4.0% ABV has been expertly crafted in collaboration with Ember Inns Cask Ambassadors, involved in every step of the process from the first meeting to approving the final tasting.

 

The recent resurgence of the cask ale category and increased investment in Ember Inns’ ale credentials has seen sales volume increase by six per cent over the last two years, outperforming the market year on year.*

 

David Briggs, Operations Director for Ember Inns said: “We’re always looking for innovative ways to develop our offer, and with our reputation for serving quality ale, the partnership with Black Sheep was a natural next step. The brew has been shaped by the team, using in-depth knowledge of our guests and their tastes. Black Sheep really impressed us with its modern approach and commitment to quality and embraced the collaboration, working side by side with us to create a consistent final product.

 

“Our focus is on delivering the greatest possible guest service and offering initiatives to celebrate the importance of cask ale to Ember Inns. Many of our competitors have rebadged ales but to be able to have a beer brewed exclusively for us is testament to the credibility Ember Inns has with ale enthusiasts.”

 

Jo Theakston, Sales and Marketing Director at Black Sheep Brewery said: “This is a significant agreement for Black Sheep Brewery, which reflects our growing market reputation and our commitment to genuine quality cask beer.  It’s been an exciting process bringing this to life with the Ember Inns team, a real collaborative effort and we are delighted to be given the opportunity in delivering a million pints a year for the brand.”

 

Ember Inns Pale Ale will be available in Ember Inns from Friday 25th March 2016. For more information and to find your nearest pub, please visit www.emberinns.co.uk.

 

Ends

For more information, images or to speak to any of the Ember Inns or Black Sheep team, please contact Lucy or Katie in the press office at ember@richercontent.co.uk or call 0113 243 1117.