Black Sheep Brewery partners with Ember Inns to launch new pale ale

Masham-based Black Sheep Brewery has formed a new partnership with Ember Inns to create an exclusive new beer which will be served across its 147 UK pubs.

Ember Inns Pale Ale is the first beer Black Sheep has brewed exclusively for another brand and will see the brewery produce around a million pints a year for the national pub operator.

The 4.0% ABV has been crafted in collaboration with Ember Inns Cask Ambassadors.

The recent resurgence of the cask ale category and increased investment in Ember Inns’ ale credentials has seen sales volume increase by 6% over the last two years, outperforming the market year on year.

David Briggs, operations director for Ember Inns, said: “We’re always looking for innovative ways to develop our offer, and with our reputation for serving quality ale, the partnership with Black Sheep was a natural next step.

“The brew has been shaped by the Black Sheep and Ember team, using in-depth knowledge of our guests and their tastes. Black Sheep really impressed us with its modern approach and commitment to quality and embraced the collaboration, working side by side with us to create a consistent final product.

“Our focus is on delivering the greatest possible guest service and offering initiatives to celebrate the importance of cask ale to Ember Inns. Many of our competitors have rebadged ales but to be able to have a beer brewed exclusively for us is testament to the credibility Ember Inns has with ale enthusiasts.”

Jo Theakston, sales and marketing director at Black Sheep Brewery, added: “This is a significant agreement for Black Sheep Brewery, which reflects our growing market reputation and our commitment to genuine quality cask beer.

“It’s been an exciting process bringing this to life with the Ember Inns team, a real collaborative effort and we are delighted to be given the opportunity in delivering a million pints a year for the brand. This will support the growth of the business alongside our established range of cask, craft and bottled beers produced in Masham.”

Ember Inns, which has 11 pubs in the Yorkshire region, has a trained team of Cask Ambassadors and Masters, with an in-depth knowledge of cask ale who are responsible for selecting and serving ale in every pub.

Ember Inns Pale Ale is available in Ember Inns now.

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