Member Article

Best of British Beer develops its first beer brand with a name inspired by pride in the Potteries

Specialist beer retailer Best of British Beer has launched its first range of beer and have branded it to promote Stoke-on-Trent as the unique home of ceramics.

The Ceramic City Brewing Company is the brainchild of Best of British Beer Director Will Sherwin and reflects his passion for the Potteries.

The first three beers brewed under the Ceramic City name can be bought exclusively from Silverdale-based Best of British Beer.

The award winning company says up to 1,000 bottles of Ceramic City beer will be sent out over the next few weeks to their customers all over Britain.

There are currently three brews and all have unique names linked to the pottery industry. Majolica is an IPA, Muffle is a mild and Biscuit is a best bitter.

Each beer is sourced from award winning breweries and made to recipes supplied by Will.

He explained: “For example, with Majolica, I asked the brewer to come up with a hazy IPA made with Olicana and Jester hops. Each name reflects the heritage of Stoke-on-Trent and refers to a type of pottery or a process in the industry. The brand is a tribute to the pottery business and our contribution to keeping awareness of the area’s unique characteristics as the only city in the UK known by the name of the product it produces.

“When you think of Stoke-on-Trent, you think of pottery and ceramics, in the same way as Detroit is the Motor City or Motown.”

Ceramic City Brewing Co. also supports great British brewers, with Will adding: “We are successful beer retailers and definitely not brewers, so we selected one of our favourite brewers, Shane Parr at Stonehouse, to brew our first three beer types.

“Most craft brewers don’t brew their own product every day and are keen to brew new products on days when they have spare capacity.

“Members of our team were at Oswestry-based Stonehouse to help with the brew and, as we expand the range, we will work with more breweries.”

“We came up with the brand and beer names and the idea for labels, featuring bottle kilns, which were then interpreted by James Miller, from Miller & Co. a talented graphic designer who has also helped us to build the Best of British Beer brand.”

Will says the idea of producing a mild beer is an affectionate nod to his mum as it was her tipple of choice, adding: “My family owned Sherwin’s, a well-known music shop in Hanley, and we’re extremely proud of our Potteries heritage.

Best of British Beer has been selling specialist beers from independent producers since 2011.

Will said: “When someone asks for a box of IPA, best bitter or mild, we handpick a selection from our well-stocked warehouse which contains good beer from across the UK. Now each box will include one of our own bottles, it’s a unique selling point for Best of British beer.”

“Each batch of Ceramic City brewed has 2,500 bottles – it’s an investment in British breweries”.

Best of British Beer is the longest-running online retailer of craft beer across the country - and its efforts help boost the independent beer producers across the UK.

This was posted in Bdaily's Members' News section by Nigel Howle .