The partnership will see Fourpure’s parent group, In Good Company (ICG), take on production and assist in the wider distribution of People’s Captain lager, Stereotype, and American Pale Ale, Legend.
Additionally, the affiliation will enable Fourpure to strengthen its Environmental, Social and Governance (ESG) agenda by empowering customers to contribute to the People’s Captain Foundation, which raises money for mental health initiatives in the UK through donations from the brand’s product sales.
People’s Captain founder Greg Bateman said: “We’re really excited about what this partnership with IGC can do to further our mission.
“We feel in safe hands with Steve and team to really kick on and make more social moments count. We’re also very proud to be among the portfolio being assembled, which has an array of unique strengths.”
In addition, the firm’s added the partnership would focus on the on-trade market with People’s Captain, which is currently available in Punch Pubs, also set to become one of IGC’s primary CSR partners, with collaborative launches expected over the coming months.
The existing relationship between People’s Captain and Fourpure was established in 2022, when the brewers hosted an event at the Fourpure Taproom to celebrate the People’s Captain Awards 2023, which saw the creation of a collaborative beer, Steadfast, launched exclusively on draught at the takeover.
Last week saw award-winning alcohol-free brewer Big Drop enter into a license agreement with IGC, driven by the business’s need to “scale rapidly” without building a brewery as the contract brewing model has become “less sustainable”.
Moreover, earlier this month the Society of Independent Brewers (SIBA) reinstated Fourpure and Magic Rock, which are both owned by In Good Company, as members – the first time any brewery has been given back its membership by the group.
IGC CEO Steve Cox said: “It’s brilliant to see the partnership between our two brands take the next step, as we join forces more formally. We have a lot of shared values and I’m excited for what’s next.”