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PRIVACY
Retail & Consumer

Brewing and branding firms team up on Fusion beer to support hospitality sector as they urge people back to pubs and bars

'Without pubs and bars, where would drinkers discover new beers, breweries and indeed hops to fall in love with?'

Manchester鈥檚 Track Brewing Co, Liverpool brand agency Continuous and three brewing suppliers have teamed up to create new beer Fusion(Image: Continuous)

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 海角视频 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 海角视频. 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.