Moorhouse’s Brewery unveils new keg craft range and brand revamp
The brewery, known for its reputation for cask ale, is to launch its first-ever keg craft beer, Malkin Pale Ale in April, as it seeks to broaden its appeal to a wider audience. This will then be followed by the launch of Sabbath Flight, a 5% ABV American Pale Ale, in April, an un-named lager in summer, and a new Botanical range of beers in the autumn.
The Botanical range has been inspired by the brewery’s history, back to when founder William Moorhouse began brewing lower-alcohol hop bitters and botanical beers for the temperance movement, and will launch in 330ml cans. A 330ml can of Malkin will also launch this summer.
Harnessing the Moorhouse's brand
Speaking about the launches, managing director Lee Williams said: “The Moorhouse’s brand is synonymous with brewing quality; it’s one of the reasons I joined the business. I wanted to harness that and challenge the brewers to create new styles that fit a modern brief alongside our much-loved existing cask range.”
“The new beers, along with established favourites and pilot runs, will ensure that we can offer a choice of beers and styles to our drinkers and importantly not just in cask but keg and can for the first time.”
To coincide with the new beers, Moorhouse’s has also also invested significantly in rebranding, working with leading brand design consultants, WPA Pinfold to create a modern, standout look for both existing and new lines, including Blonde Witch and White Witch.
The designs have been inspired by the stories and legends of Pendle Hill, where the brewery is based.
Standing out 'for the right reasons'
Commenting on the new look, Williams added: “Although keen to stay true to our roots, it’s imperative that Moorhouse’s develops a reputation for being forward-thinking and respected for what it does best.
“Our brand image has been outdated for too-long and our products lost in a crowded market. The new look will stand out for all the right reasons now and broaden our appeal. It’s an opportunity for customers and drinkers to reappraise Moorhouse’s as a brewer.”
The new beers and revitalised branding will be underpinned with a sales and marketing strategy to elevate awareness and increase availability.
Activity will initially commence with Tap Takeovers in over 50 pubs and bars across the north-west and Yorkshire from April, all supported on social media.
