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Beers boost Tryanuary pubs campaign

Added: Monday, January 7th 2019

Black Sheep Resolution

Black Sheep Brewery is calling on beer lovers to support their local pubs throughout Tryanuary with the launch of its first seasonal ale of 2019, Resolution, seen above with directors Rob and Jo Theakston.

The Masham, North Yorkshire, brewery has brought back the ruby ale to pubs and bars across the country – the first time it has been available since 2016.

Tranuary is a national campaign that encourages support for the beer industry throughout January – as opposed to Dry January where people choose to give up alcohol for the first month of the year.

At 4 per cent ABV, Resolution is brewed with Cascade and Goldings hops, with chocolate malt alongside pale malt and a hint of orange.

Jo Theakston, sales and marketing director, says: “Resolution is the perfect beer to kick-start the year. Its return is a great reason for those pub goers who aren’t completely abstaining from alcohol to try something new and back their local in January.

“Tryanuary is a great advocate for the pub trade and we’re fully behind it and offer similar initiatives. It provides the ideal opportunity to support the cask ale category as there will be plenty of new additions to the bar.

“It’s through continued innovation and brewing creativity that we will support the industry and we’re hoping for big things with Resolution that will set the tone for our 2019 seasonal cask plan.

“Our brewing team has created a diverse seasonal ale calendar for the year ahead, combining a number of our award-winning beers with experimental brews. We’re hoping to build on the positivity enjoyed last year and have several new developments and beers in the pipe line that should make for an exciting 2019.”

Hogs Back TEA

Hogs Back Brewery is encouraging consumers to kick off 2019 by going ‘TEA Total’ and enjoying a pint of its flagship beer TEA (Traditional English Ale) in their local pub during January.

The "Support Your Local - Go TEA Total" message will appear on pump clips and posters in pubs as well as on social media. The campaign reminds people that pubs are a great place to meet friends and enjoy a locally brewed beer all year round.

Rupert Thompson, managing director of Surrey-based Hogs Back Brewery, says, “Our TEA Total campaign is a little tongue-in-cheek, but also has a serious message behind it. Pubs are an important part of the community, and they particularly need support during January, which has always been a quiet month for the trade and become even quieter since the arrival of Dry January.

“Equally, we’re encouraging people to enjoy a locally-brewed beer or two in moderation, even if it’s just once or twice during January. This can be a difficult time of year for many people; a pint shared with a friend in the pub is an important way of countering social isolation, and contributes to our overall well-being.”

Thompson adds, “TEA is an exceptionally well-balanced beer and the TEA Total campaign is about getting the balance right. Our poster features a checklist that encourages people to be moderate in all things, whether that’s visiting the gym, starting a diet or enjoying a pint of local ale!”

A specially brewed seasonal ale, Rye January, is also available from Hogs Back. At 3.8% ABV, it’s a red rye beer with spicy and hoppy notes. It will be stocked in a number of pubs across Hogs Back’s Surrey heartlands.

Any licensees wanting to stock Hogs Back’s TEA and receive "Go TEA Total" posters and pump clip wobblers should contact