Member Article

Wharfe Bank Brewery rebrands after exceeding turnover target

Wharfe Bank Brewery will be unveiling its new brand identity “to embrace the mounting modern craft beer scene” both at home and abroad.

2013 saw the brewery exceed its turnover target of more than £800k, equating to growth of 28% ‘in volume terms’ year on year, which allowed for ambitious expansion plans.

They also received a £50k investment from Finance Yorkshire which Bdaily reported on here.

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.

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.”

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.

Steve Crump, an award-winning home brewer and microbiologist, was appointed Head Brewer in 2013, and was instrumental in the enhancement and evolvement of the beer range.

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.

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 who were responsible for Wharfe Bank’s new identity.”

This was posted in Bdaily's Members' News section by Clare Burnett .