Congleton-based Beartown Brewery is looking to major expansion in 2022, with sales higher than they were pre-pandemic.
Sales of cask beer have rocketed and the brewery is in talks to expand into major retailers. An increase in the brewery plant will allow higher production, particularly for small pack (bottles and cans).
Before the pandemic, Beartown primarily sold its beer to local Cheshire pubs, with 99% of the core range going straight to trade. Since then, a heavy shift in sales has been recorded, with much more beer going to bottles and cans.
Managing director, Joseph Manning, said: “There has been a huge shift in consumer behaviour following the impact of covid through 2020, and 2021. Suddenly, the demand for cans and bottles to be enjoyed at home has skyrocketed. Before the pandemic, our sales came from on-trade. We can, however, see this has changed, and as a business, we need to adapt our operations to cope with the demand.
“We have some firm plans in place to enable our vision to become a reality, and look forward to actioning our expansion in 2022.”
Why Beartown?
The family-owned brewery was established in 1994. There is a commitment to quality craftsmanship and flavours. The Beartown Brewery story began in 1632, however, when Congleton, a town in Cheshire, sold its Bible to buy a bear. From that day forward, Congleton was given a new name, Beartown.
The business, which is owned by the Manning family, is committed to remaining a sustainable brewery as the site expands. Solar panels are being added to meet electricity requirements, there will be EV (electric vehicle) charging points, and a key focus on reducing packaging impact.
Charity remains at the forefront of the Beartown Brewery business. After nearly three decades of brewing, the company linked up with Animals Asia as its charity partner in 2018. The brewery supports Animals Asia year round, but also looks to work with other partners. Its Carebear beer was launched in support of healthcare charities in the North West during the pandemic.
Beartown blends traditional craft with a modern style, making everything from traditional bitter and mild, to craft keg and lager.
Key products in the range include the best selling and dessert-inspired Creme Bearlee, flagship pale ale Kodiak, which is seen constantly flowing in the Beartown tap house, and the super pale ale LIT, AKA Bearly Literate.
Most recently, the brewery collaborated with Manchester based Zymurgorium Gin to create The Cub Gin. This is a blend of Beartown Brewery Citra and Mosaic hops, gently distilled, and paired with the finest juniper, lemon, lime and vanilla.
