A sixth generation of the family Robinson is currently cutti

The latest batch of entrants to the 165-year-old brewing and pubs dynasty numbers no less than five ­ drawn from three separate lines of the Robinson family tree. It's the clearest indication yet that, in a notoriously volatile and fast-changing industry, this independent brewer is going to be in family hands for some considerable time yet. The arrival of the latest Robinsons, however, is not simply a case of carrying on the family tradition. There are still three senior members of the fifth generation holding the three principal positions on the company's main board, Peter Robinson as chairman and his two brothers, David and Dennis as directors. David's two sons Paul and Oliver are catering development manager and marketing manager, respectively. Dennis's son William is company architect and daughter Veronica heads up training. Peter Robinson's son-in-law Neil is the company's pub interior designer. Only direct blood relatives and those marrying into the family are entitled to hold shares within the company. It's a policy designed to keep even the most hungry industry predator at arm's length. With such a set up, there's the possibility of conjuring up images of a pedestrian, no risk business policy. Yet, there is nothing staid or predictable about this particular company. The modern-day Robinson's is much more than simply a brewer and pub retailer. One look at its impressive bottling and packaging plant at Bredbury, three miles up the M60 motorway from Stockport, explains why. The nine-acre plant, which opened in 1975, is a world apart from the Victorian origins on which the company was founded in 1838. It's high-speed bottling line services all Robinson's in-house needs besides providing lucrative additional business in contract packaging for a range of national and independent brewers and drinks companies. The in-house bottling facilities have now helped the company forge new export markets in America and Italy, a line of business that it clearly hopes to expand in the future. It also kegs and racks all Robinson's draught beers, which are trucked in bulk from the brewery in the centre of Stockport. "It's a part of the business that has increased substantially over the past few years," says marketing manager, Oliver Robinson, one of the five new-generation family members now involved with the company. He explains: "The opening of the packaging plant and bottling line represented a major milestone for us back in the 1970s. Even in those days, it was becoming obvious that the brewery site was too small and cramped to service our needs. We embarked on a phased plan that now sees the bulk of our production operations carried out at Bredbury. "Only brewing takes place on the Unicorn site, which also acts as the main administrative HQ for Robinson's." The bottling line works on a three-shift pattern and can handle container sizes from 250ml to 750ml, filling at the rate of 19,000 per hour, at its maximum. If Bredbury represents the modern-face of Robinson's, it's still the famous traditional "Robbies" beers that do most of the company's talking. The ales have been a feature of pub life around Stockport for generations, but today they are more widespread than ever before. While they continue to be the focal point in the brewery's 408 tied pubs, Robinson's is now firmly established in the free trade, not just on the guest beer circuit, but also on the lists of many of the big national pub companies. Re-branding and the introduction of new beers have transformed the company's drinks portfolio. The celebrated Robinson's Best Bitter brand is now supplemented by a popular mild, re-launched as Hatters a few years back, plus a premium-strength cask beer ­ Frederics, bearing the name of the founding brewer, launched in the mid-1980s. It also produces a specialist dark beer, Hartleys XB ­ a survivor of the early 1980s takeover of Hartleys of Ulverston, which also gave Robinson's 70 extra tied pubs in Cumbria. Beer aficionados will, however, tell you that Robinson's most celebrated ale is probably Old Tom. This 8.5% abv strong ale has won the company a string of brewing industry medals and is produced from a recipe almost as old as the brewery itself. Although more prevalent in bottled form, Old Tom is a popular feature on draught in pubs around Christmas time. Licensees are, however, advised by the brewery only to allow customers to buy the draught version in half-pints. Old Stockport Bitter and two relative newcomers, Cumbria Way and Snowdon, complete a diverse portfolio that head brewer Chris Hellin believes satisfies all markets and tastes. Seasonal beers are also providing the company with extra sales avenues and, with six produced each year, there is no shortage of choice for both free and tied-trade customers. The current seasonal choice is Young Tom, a long-awaited successor to Old Tom, but at a much more drinkable 4% abv strength. Hellin observes: "Over recent years, we have been working very hard to improve our beer quality, not only within the brewery, but also in cellar maintenance initiatives through our pubs. "Our portfolio is rounded and complete, while the quality of the pint served to customers in our pubs across the bar has also achieved a good consistency. "We have used a lot of inventive thinking, particularly in the old recipes we unearth, and the seasonal beers have managed to create a lot of interest. We circulate all our customers with the full year's seasonal ale programme well in advance so they can plan ahead. "They have been a major success for us and its always rewarding to hear customers in our pubs talking about the next seasonal due to make its appearance.