Black Sheep Brewery has announced its biggest rebrand since it was founded more than 31 years ago as the business moves into a new era.
The rebrand follows the announcement that £1m will be invested in the brewery’s Masham site following the company’s acquisition by the Breal Group, now itself rebranded as Keystone Brewing Group.
A new design will feature across all Black Sheep Brewery beers, including keg, cask, and bottled beers, as well as online merchandise. The iconic Black Sheep will take pride of place across all products, with the brand’s brewing credentials and use of fresh Dales water brought to the fore.
The new branding will make its debut at Northern Restaurant and Bar on 12th March, before it hits bars and pubs across the country in the coming weeks. Beer fans will be able to see the new-look Black Sheep bottles in major supermarket stores later this spring.
“Black Sheep Brewery was born from 200 years of brewing experience and a family rebellion, founded by Paul to brew the highest quality beer without ever compromising on quality,” said Mark Williams, chief executive of Keystone Brewing Group.
“Thirty-one years later, our ethos and our iconic beers remain the same. We brew to challenge convention, with fresh Dales water in Masham, Yorkshire.”
In a stance against bland beer, Paul Theakston, a fifth-generation brewer, chose to depart from the family business in 1992 and establish his own brewery, right in Theakston’s home of Masham. In doing so, Paul became the ‘black sheep’ of the family and thus the brewery was born.
Mark added: “With this rebrand, we will ensure to continue Paul’s legacy, by investing heavily to champion growth and secure our future right here in our ancestral home.”
