Black Sheep Brewery has given a point of sale makeover to its best selling Best Bitter, looking to broaden its appeal among drinkers.
A new pumpclip will feature in pubs and bars from this month as Black Sheep continues to champion its ‘engine room of the brewery’, despite the ever-changing cask ale market.
While Black Sheep has diversified its range, including producing craft ales and 54° North, its first ever lager, it has remained committed to Best Bitter as a descriptor of its leading cask beer, when other brewers have moved way from using this term.
First brewed in 1992, when Black Sheep was established in Masham, North Yorkshire, Black Sheep Best Bitter has grown to become Yorkshire’s number one selling cask ale in volume terms, and is the brewery’s biggest-selling beer.
It is also the official beer of Yorkshire County Cricket Club and fronted the region’s premier professional cycling race, the Tour de Yorkshire, for the first time this year.
Yorkshire Square fermenting system
At 3.8% ABV, Black Sheep Best Bitter is famously produced from the Yorkshire Square fermenting system using whole flower Fuggles, Progress, Goldings and Challenger hops, and pure water from the Yorkshire Dales.
Rob Theakston, managing director of Black Sheep Brewery, said: “We believe Black Sheep Best Bitter is the definitive beer of its style, and this brand refresh will help give our flagship on-trade brand an even bolder and more contemporary presentation as we look to the future.
“The feedback to the new design has been fantastic and it is another example of how we are innovating and investing behind our portfolio.
“We are excited by Best Bitter’s new look, which will work across both cask and keg formats to help drive customer sales of a proper pint of Yorkshire.”
