Freedom Brewery raises £3.5m to drive expansion

By James Beeson

- Last updated on GMT

Big investment: funds will support a major marketing push and a series of new hires at Freedom Brewery
Big investment: funds will support a major marketing push and a series of new hires at Freedom Brewery
Staffordshire brewer - Freedom Brewery - plans to boost its business with a multimillion-pound investment.

The brewery, which was founded in 1995, has raised the money via private equity firm Oakfield Capital, and will seek to use the funds to support both a major marketing push and a series of new hires.

Newly appointed marketing manager Tim Giles will oversee the drive in the brand’s sales and marketing campaigns, and the initiatives will be built around consumer events, brand collaborations, above-the-line advertising, PR, experiential and extensive social and digital campaign support.

Brand ambassadors sought

The brewery will also be hiring a number of brand ambassadors to to ensure that all on-trade customers are fully trained in the brand’s key messaging and values and can highlight the processes and production methods at the Rugeley brewery.

Freedom Brewery marketing manager Tim Giles said: “We believe that it is extremely important for both our staff members and the on-trade, who are selling our product, to be knowledgeable about our brand.

“Brand ambassadors will help to develop confidence, awareness and enthusiasm for the brand as well as ensure that our messaging is passed on to the people who drink our products, allowing them to understand our ethos and key credentials such as heritage and sustainability.”

Kingfisher collaboration

Freedom Brewery managing director Matthew Willson added: “We continue to make exciting choices for the brewery and the brand, and we are constantly evolving to meet the increasing demand for our premium craft beers.

“We are seeing considerable growth in high-quality on-trade outlets in both London and nationwide. This further investment will enable our new senior sales and marketing team to enhance Freedom’s positioning in the premium craft beer market”.

Freedom has also recently signed a long-term agreement with United Breweries Group brand Kingfisher to collaborate on a series of bespoke customer beers and tap into Asian demand for craft beer.

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