Rebrand Reflects Riverside location as Wharfe Bank brews plans for expansion
Wharfe Bank Brewery this week unveils its new brand identity which proudly reflects its riverside location on the banks of the River Wharfe in Yorkshire. The new design is part of a step change at the brewery where partner and managing director Martin Kellaway and his team are reinventing the brand and the beers they produce to embrace the mounting modern craft beer scene both at home and abroad.
Passionate about creating hand-crafted ales the team has been experimenting recently with new recipes, together with some tweaks to existing beers, and the feedback has been overwhelming from loyal Wharfe Bank customers. 2013 saw the brewery exceed its turnover target of more than £800k, equating to growth of 28% ‘in volume terms’ year on year, giving Martin Kellaway the momentum to brew ambitious plans for expansion.
Martin Kellaway comments:-
“The evolving beer range and re-brand is a vital part of our expansion plans, and we are immensely proud that our beer is brewed by dedicated people here in Yorkshire. Recent international and local research has clearly highlighted that we should draw on our location and the associated provenance of Yorkshire, coupled with a simple and clean look to reflect the hand-crafted values that each beer brings.”
The new identity has been designed to meet craft beer drinkers’ needs, and transform the range and branding to enhance the brewery’s on-bar and on-shelf presence with customers and consumers, through new vehicle livery branding, web and social media development, new shaped pump clips and contemporary labelling of its new range of premium bottled beers, and craft keg beers.
In 2013 the brewery secured regional listings across Yorkshire and Humberside with Tesco and Sainsbury’s for its premium bottled beers, Tether Blond and Yorkshire IPA. With new labelling and increased variety of the range, the brewery sales team plan to secure more listings with retailers, supermarkets and independents, across the region, whilst continuing to drive on trade presence throughout Yorkshire and the UK.
The review of the cask beer portfolio, has streamlined the regulars, whilst keeping the favourites, to allow for more variety and new styles; with 12 monthly specials, and seasonal beers, to enable the Brewery to produce the required innovation to delight new and existing customers.
Steve Crump, an award-winning, cutting edge, home brewer and microbiologist, was appointed Head Brewer in 2013, and was instrumental in the enhancement and evolvement of the beer range and key to developing the exciting new series of rotating beers using unusual ingredients and modern and diverse brewing techniques. Steve will bring inspirational flavours to the local and international market with limited edition beers in all package types.
Martin Kellaway enthuses:-
“The modern craft beer market is rapidly expanding, and boundaries being pushed, and we need to meet the needs of the discerning customer and evolve. Exciting and ‘off the wall’ beers is where it‘s at and Steve is already bringing flair and talent to the fore. I am proud that Steve can deliver the new brewery vision and make it a reality with the passion he brings to the brew house. ”
In October 2013 Wharfe Bank showcased its new and impressive range of beers at the world’s leading food fair, Anuga, in Germany. Taking a modern taste of Yorkshire to an international market place, the brewery trialled a Yorkshire XPA, now named within its permanent range of keg beers as Crystal Rain (a 4.3% pilsner style), and a complete bottle range. In competition with more than 460 drink exhibitors, 139 of which were from the UK, Wharfe Bank secured a raft of international sales enquiries from 12 different countries and this success has supported a new sales strategy to expand Wharfe Banks export business across Europe, Asia and America.
Martin Kellaway concludes:-
“A new identity coupled with modern and innovative hand crafted ales marks the start of a new and exciting era for Wharfe Bank. Our success so far can be attributed to a genuine passion for beer, and the new dedicated team have the talents to bring about a new Wharfe Bank for 2014 and beyond. I would also like to recognise the creativity and hard work of the design team at AD Profile http://www.adprofile.co.uk/ who were responsible for Wharfe Bank’s new identity.”