A Manchester brewery and a Liverpool brand agency have teamed up with other brewing companies to launch a new beer designed to encourage people back into pubs and bars.

The hospitality industry has suffered hugely during the cost of living crisis, with venues across the North West closing every week as they face soaring costs and battle to attract customers who are themselves under financial pressure.

David Beattie, senior client director with Continuous in Liverpool, came up with the idea of creating a beer available only in kegs at independent on-trade venues to support their efforts to drive footfall and profit this new year.

So Continuous teamed up with Manchester’s Track Brewing Co and three leading brewing suppliers to launch Fusion Pale Ale. The 5.1% ale will be launched at indie venues across the country on Thursday, February 8.

The other partners in Fusion are the world’s largest 100% grower-owned hop company Yakima Chief Hops, yeast and fermentation specialists White Labs Copenhagen, and Norfolk-based Ƶ malt suppliers Crisp Malt. All of the suppliers involved have given their time and product for free.

Mr Beattie said: “Having worked in the industry and with many drinks brands, we understand the issues that brands are currently up against. We wanted to do something to instil action in consumers and to provide tangible benefits to those at the front line, rather than just talking about it.

“We know that collabs are nothing new in the beer world, but this is new in that it puts venues first and can be an annual event. Together, we’ve created a quality beer designed to be consumed fresh, made from world class ingredients and crafted by one of the best breweries in the Ƶ. Our hope is that it encourages people to get up off their sofas, support a local venue and remember everything that’s great about the craft beer world.”

Stefan Melbourne, events and creative manager at Track Brewing, said: “If there’s something we’ve learned about our industry, it’s that there is a thread of togetherness that runs deep and right through the whole supply chain. From maltsters, hop growers, yeast labs and breweries, to independent bars and bottle shops up and down the country.

“When we were approached by our partners to create a brew that supports those who support us, we jumped at it. Our collective goal was simple; make a delicious, fairly priced keg that drives revenue directly to local bars during this difficult time.

“We know that this beer is no magic wand, but craft beer is built on a connection and community, and we are honoured to be a part of it.”

Luke Kulchstein, marketing lead for Europe at Yakima Chief Hops, said: “Our supply chain is a small loop, with passionate and dedicated people striving to make the best product possible for the next link of the chain to enjoy, and the end-consumers’ feedback making its way back to source to help drive innovation. This project is a chance for us to give a gift from one end of our supply chain to the other, with pubs and bars, the often-forgotten link, once again becoming the place where everyone comes together.

“For me personally, I also think it’s also an opportunity for some of the best ingredients suppliers in the world to come together with one of the country’s best brewers and make something truly special to benefit the on-trade, without which none of us would have found the passion that drew us all to this industry in the first place. Without pubs and bars, where would drinkers discover new beers, breweries and indeed hops to fall in love with?”

George Burke, who looks after sales & customer service Europe at White Labs Copenhagen, said: “Acknowledging the challenges the industry has faced in recent years, we understand the impact felt by all. By working together alongside industry leaders, we can offer the market a hopeful kickstart to 2024 with an easygoing, drinkable beer, at a reasonable price point. This is an opportunity for pub goers, craft beer enthusiasts, and anyone in between to get out to their local and give the industry the support it deserves, without breaking the bank.”

Mike Benson, craft sales brewing manager (Ƶ North West & Wales) at Crisp Malt said: The malts, hops and yeast used to make this beer are some of the best in the world. Matched with the brewing team at Track, this will be one of the great beers. There is no better place to enjoy a beer than in a bar or pub, we are nothing without them.”

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