Woodforde’s to triple production following massive rebrand

By Nicholas Robinson contact

- Last updated on GMT

Refresh: Woodforde's reveals new design across its range
Refresh: Woodforde's reveals new design across its range

Related tags: Large pub companies, Beer

Norfolk cask ale brewer Woodforde’s will triple production in the next five years as it launches a major growth strategy following a brand overhaul.

Directors James Hughes and Nick Dolan took over the brewery 17 months ago and have focused on broadening the brewery’s reach through an expansion programme and a recent brand refresh.

Its beers had already branched as far south as Cornwall and as far north as Scotland since the duo took on the business.

Chief operating officer Dolan told The Morning Advertiser ​(MA​): “Over the past 17 months, we have already grown our reach and are working with large pub companies to distribute our beer.

“We will grow the reach and will triple the size of the brewery within the next five years.”

Brewery’s growth strategy

Despite beer sales in the on-trade accounting for less than half of total beer sales in the UK, Dolan added pubs were still integral to the brewery’s growth strategy.

Woodforde's ceo James Hughes (L) and Nick Dolan (R)
James Hughes (l) and Nick Dolan (r)

“It’s an important part of the market and, in the past, breweries sales were mainly in the on-trade, however, we need to play in the markets that our competitors are playing, but we won’t reduce our on-trade focus,” he added.

The modern rebrand will help the brewery push its products further afield to new consumers. Although newly updated, the brand still maintains its heritage, added chief executive Hughes.

“We wanted to develop a strong identity for the vibrant beer market,” he explained.

“We have built a loyal following across the region (Norfolk) and this new contemporary look that includes the Nelson silhouette has its roots in Norfolk.

Building a stronger profile

“The rebrand is integral to our strategy to build an even stronger national profile and replaces the Norfolk wherry boat.”

Dolan added: “The beer sector is constantly innovating and the competition for space on-shelf and behind the bar is tough.

“We intend to ensure that Woodforde’s is well-placed to battle for a deserved prime position by ensuring our brands stay relevant in taste, style and design.”

While there has been modernisation and new product launches recently, the pair stressed the brewery’s heritage brands were a big part of growth plans.

Meanwhile, Woodforde’s featured heavily at the Norwich City of Ale​ earlier this year where MA ​reported on the importance of heritage and the future of cask.

Related topics: Beer, Lager, Ale & Stout

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