Monday, 15 June 2009

Wells & Young's faith in cask future

'Beer fridge' will boost Bedford's beer

15 June:-Wells & Young's underscored its commitment to the cask beer sector today by opening a new air-conditioned warehouse at its Bedford site that will keep beer at a cool temperature before it leaves for pubs. The brewery extension, known as the Beer Fridge, has cost the company £1/4 million and it has 1,500 acres to store cask beer.
The Beer Fridge was made necessary by the growing demand for W&Y's beers and is also needed as a result of additions to its portfolio in recent years. Young's Bitter, Special and seasonal beers moved to Bedford when the Wandsworth brewery closed in 2006. A year later, Courage Best Bitter and Directors were bought from Scottish & Newcastle: the Courage beers are owned by a separate company, Courage Brands, in which S&N has a small stake but brewing and marketing the beers is controlled by W&Y.
W&Y has invested heavily in its cask beers and has seen sales of Bombardier increase to such an extent that it's now one of the Top 5 premium beers in the country. Bombardier and Courage Best are level-pegging in sales, with the Courage brand in particular spearheading success in the free trade sector.
W&Y knows that beer quality is vital to win drinkers to cask beer, As well as the Beer Fridge, it has developed a new dispense font for Bombardier that enables drinkers to watch their glasses filled above bar level.
And beer temperature is crucial, as drinkers expect cool cask beer. As well as the Beer Fridge, W&Y's distribution company, KNDL, will also store beer in cooled warehouses to ensure cask beer arrives at pubs in tip-top condition.
Wells & Yojng's brews half-a-million barrels of beer a year, of which 36 per cent is accounted for by cask -- the company also brews Kirin and Red Stripe lagers. The cask beer proportion is rising and is the bedrock of the company's tied pubs and free trade business.

5 Comments:

Anonymous Fatman said...

"1500 acres" - really? That's a square mile, or there abouts. One mile long, by one mile wide.

I don't think even Bombardier is that popular.

It says you posted this Roger, but it doesn't say you wrote it and I suspect you didn't.

17 June 2009 at 19:34  
Anonymous Anonymous said...

1500 acres eh?

Let me check in the Official Book of Size Comparisons - it's about 750 football pitches.

18 June 2009 at 16:40  
Anonymous Order Fluoxetine said...

What are you people talking about? I think it is a great one too! hahaha

24 June 2009 at 05:22  
Anonymous mordo crosswords solutions said...

This is the period during which the tannic components and large of the epidermis dissipate in the fermented juice. The contact between the fluid (must) and the strong components (skin, pips and sometimes stems) will give body and color to your bottles.

1 October 2014 at 11:15  
Anonymous crossword said...

thnks !

24 July 2016 at 12:39  

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