Lancashire’s ‘Witch Ales’ Cast Spell On The South
Moorhouse’s enjoys business surge in the capital
The famous ‘Pendle Witches’ beers from Moorhouse’s in Lancashire are weaving their spell on cask ale enthusiasts across the nation’s capital.
New business wins with leading pub company outlets and quality free trade accounts in London and the south east are making a strong contribution to the current 10 per cent overall annual growth rate for the ‘north west’s newest regional’*.
And now, to mark the 150th anniversary year, the much acclaimed ales – including Blond Witch, Black cat, Pride of Pendle and Pendle Witches Brew – are being bolstered with new consumer friendly branding featuring taste notes.**
Following a well attended ‘Moorhouse’s Showcase Event’ for London licensees at the Bree Louise Ale, Cider and Pie House, Euston, (see photograph) managing director David Grant said: “We have seen a real surge in our sales during the past year with our witch ales particularly beguiling the southern drinker as we reach out to publicans round London and the south east.
“Quality account wins in the heart of London mean our beers now have increased stature on the national stage – and indeed exposure to an international audience in the capital’s premier cask-ale pubs such as the Porterhouse in Covent Garden and the much Camra praised Bree Louise ale house.
“A recent agreement to source the crucial quality Maris Otter barley for our ales from north west farmers will further boost the Lancashire provenance of our brands – all backed by our outstanding reputation for quality, security of supply and sales support. And our new branding, complete with tasting notes, will make it easier for publicans to sell our beers.”
National accounts controller Mark Boardman has spearheaded the southern sales growth. Moorhouse’s is one of only a handful of brewers in the country to gain the prestigious Distributor Charter Award from quality watchdog Cask Marque, which recognises the best practice in distribution operations.