JW Lees is truly a family business.
It began when retired cotton manufacturer John Lees began brewing on the present Middleton Junction site in 1828.
His sons took over after his death in 1852, and the current chairman and vice-chairman, Richard and Christopher Lees-Jones, are in the sixth generation of the family.
"Our customers find there are values common in family companies," said William, who is also related to the founder.
The beers were lapped up by workers as industry expanded, and a new modern brewhouse was built in 1876 to cope with demand.
JW Lees named after John Willie Lees, grandson of the founder became a private limited company in 1936.
Nineteen years later it was re-incorporated under the chairmanship of Richard Lees-Jones.
The company's range includes cask ales, bottled beers, seasonal ales and lagers.
In June, the company was given a sub-licence to brew and distribute Holsten Export to its 171 pubs, the first foreign draught lager in the estate.
"We have to be opportunistic and invest in areas others exit," William said.
JW Lees also has a wine and spirits division, Walloughby's, which specialises in vintage clarets, vintage ports, Champagne and malt whiskies.
New World wines are also now stocked proof that, as with lager, the company is keen to adapt to the times.
The turnover across the business is now £50m. The company has been flying the flag for bawdy British humour for years.
Since October, copies of the lewd comic Viz have been sold at JW Lees' pubs, andinnuendos aplenty are used in ads.
Highlights include: "Evening Glory"; "The Pint With Body"; and the classic, "The Bowler's Holding the Batsman's Willie".
"The more successful brands use humour," observed William, who added: "Pubs aren't the most serious places in the world."
Employees: 146 in the brewery and head office, plus 896 in the retail side.
Main brands: JW Lees Bitter (4% abv) is the biggest seller.
Don't mention: Political correctness.
In 2001 the Advertising Standards Agency ordered JW Lees to withdraw one of its saucy ads featuring the catchline "ribbed for extra satisfaction" and "investigate" another after claims they were offensive.
"They are not without controversy," said William.
"But the majority of people see it as a bit of fun.
And we certainly get noticed."
Future plans: Marketing the core brands.
The company is in talks with new ad agencies to promote the brands next year, primarily Bitter.
And there are "offers on the table" to buy new pubs.