EXCLUSIVE: Film stars will have ‘role to play’ in Wrexham Lager story

Earlier this week it was announcement Hollywood actors and Wrexham AFC owners Ryan Reynolds and Rob McElhenny had become co-owners of the historic brewery​.

The acquisition was made by Red Dragon Ventures, a joint venture formed by The R.R. McReynolds Company – majority owner of Wrexham AFC – and the Allyn family of Skaneateles, New York, which has recently become minority investors of the football club.

While working with movie and TV megastars may seem a bit “surreal”, Wright told The MA​ he was most excited about the opportunity to tell the story of Wrexham Lager to a wider audience and supporting the community, adding “everyone has their role to play”.

He continued: “I can see the values that Rob, Ryan and the Allyn family can bring to the table as well as being associated with the club and the TV programme​.

“But in turn we also have a fantastic brand here with a history that's second to none and what's exciting is actually bringing that history to the forefront and people actually seeing and discovering it.

Key values 

“For me, it's so lovely to be involved with a brand that has a depth of history and quality, I think people will be surprised at what we have to offer.

“Our key values are about the community and building that message while also building our presence to create awareness around the Wrexham brand for both Wrexham Football Club and Wrexham Lager.”

The CEO also shared Reynolds and McElhenney would be taking on an “active” role within the brewery.

“The way Red Dragon Corporation functions is it has interest in it from Rob and interest in it from Ryan and also from the Allyn family.

“So, the board moving forward will have a representative from each of those organisations as well as myself and the Roberts family [who have owned Wrexham Lager since 2011]”, he explained.

Wright added while the deal will bolster the brewery’s cash flow and growth plans, its community ties and long-standing ethos would not be changed.

“It creates a really fantastic opportunity for us to go into this portfolio and build the brand one with Rob and Ryan, but it also gives me the working capital to really develop our launch plans and our business strategies within different markets.

“At the same time, the Welcome to Wrexham ​​story has got a really a fantastic awareness with 162m people subscribed to the channel that shows it globally but also what's happening with the football club and the investment from the other side of the pond, is naturally interesting.

“It's all about the 'brand Wrexham community', which is very important to us, and we have two brands, a lager brand and a football club that both have their own heritage but sit very nicely next to each other and can help propel and create that experience for fans and consumers.”

In May this year, the CEO - who joined Wrexham Lager 12 months ago - told The MA ​​the brand had already expanded in the off-trade across Europe and planned for growth in different markets further afield.

Since then, the business has seen success in Australia, America and soon Canada, with plans to expand further across Europe in the works, and Wright added this deal will only strengthen those ambitions.

Wright also said Wrexham Lager boasted a “wealth of history”, and this was at the core of its growth plans.

Maximise visibility 

The brand, which was famously stocked on the Titanic, was founded in 1882 and uses the "finest Welsh water" alongside "carefully selected ingredients" in a recipe that is more than 140 years old to produce its award-winning lagers.

Its core range, which is conditioned for four to six weeks, consists of Wrexham Lager (4% ABV), made to the original 142-year-old recipe, a 4% ABV Pilsner and a 5% Export beer.

Wright also detailed the brewery would continue to sponsor the football club and its products would still be sold at Wrexham AFC.

In addition, the CEO said the deal could lead to activations in other areas, but that involvement around the Wrexham community was key.

He continued: “I work very closely with the CEO of the football club as well to make sure we have that activation.

“[The new partnership] could potentially create activation within other markets, whether that's on pack offers or even fan zones, we can leverage both brands to maximise visibility and awareness.”