T&R Theakston is raising a toast to walkers and fundraisers tackling the Coast to Coast walk, in celebration of its cold-serve cask conditioned pale ale, Theakston Summit.
At the Summit: Theakston joint managing directors Simon Theakston and Richard Bradbury, with Summit licensee Barry Crossland. Photograph: T&R Theakston
Partnering with longstanding Theakston customer The Lion Inn at Blakey Ridge — which has stocked Theakston’s beers for more than 40 years and which is the highest stopover point on the 197 mile walk — the brewery has created a special feature in the form of a large photo frame.
It has been placed adjacent to the pub, overlooking the beautiful North York Moors, and references the famous inn’s position as the highest point on the Coast to Coast route, as well as featuring the Summit pumpclip and pint glass.
Until the end of the Coast to Coast walk season, walkers who share a photo featuring the frame via social media — either Twitter, Instagram or Facebook — with Theakston, will be in with a chance of claiming one of ten £100 donations to their charitable cause. The brewery will also share links to fundraising pages to help all walkers reach their fundraising summit.
The installation is timed to coincide with the success of Theakston Summit. The 4.2% ABV ale, specially brewed to be served extra chilled, became part of the brewery’s core range of quality and distinctive beers last year.
Brewed with Summit, El Dorado, Cascade, and Amarillo hops, and served at 6-8°C through a dedicated handpump, the beer has already won a loyal following.
Simon Theakston, joint managing director of T&R Theakston, said: “At Theakston, we’re always very impressed when people take on epic challenges like the Coast to Coast walk, especially when they do them for a good cause, and we wanted to do our bit to help.
“Since the start of the summer, sales of our Summit have tripled, thanks to it offering customers a refreshing and cooler alternative to all the best that traditional cask beer can offer. What better way to celebrate its success than partnering with our long-standing customer The Lion Inn, and helping people reach their own fundraising summits at the summit of such an iconic walk.
“So, if you’re planning to tackle the Coast to Coast walk before the end of September, we’d encourage you to take a stopover at The Lion Inn, Blakey Ridge, take a picture, and let us know your chosen charity, so that we can help spread the word and generate more donations. What’s more, you’ll be in with the chance of an extra £100 to top up the pot.
“For those that don’t get the chance to take part this year, we hope the frame will return for next year’s Coast to Coast walk season from April 2023, so keep an eye out!”
