Sadler's Ales look to expand their brand

Front l-r Chris Sadler - managing director, Ian King - sales director; back - l-r James Greenhalgh - brewer, Charlotte Buckby - sales manager, Dave Nicklinson - brewer.Buy photo: 141426M

L-r James Greenhalgh - brewer, Charlotte Buckby - sales manager, Ian King - sales director, Dave Nicklinson - brewer, Chris Sadler - managing director. Buy photo: 141427M

First published in News

LYE based brewery Sadler's Ales are looking to expand their brand by selling their bottled beer through One Stop convenience stores.

Sadler's have joined forces with other local breweries, including Holdens, Wyre Piddle and Backyard from Bewdley, to sell their real ale in selected One Stop stores across the region for a trial period which they hope will help to further their aim of becoming a national brand.

The brewery, which is based behind the Windsor Castle pub on Lye Cross and celebrates its tenth anniversary this year, already sells its beer through local outlets of Tesco, Asda, Home Bargains and the Co-Op.

Sales director Ian King confirmed: "The company was actually formed in 1900, but the brand remained dormant for many, many years until current managing director Chris Sadler started it up again ten years ago.

"I understand the trial period has gone very well with One Stop, which gives us the opportunity to get the brand out on a national basis and champion real ale at the same time.

"We've even started supplying Wetherspoon's with our cask ale, such is the boom in real ale at the moment.

"Consequently, we've had to take on more staff and we now have three brewers at our Lye base.

"However, we still remain a small team and try to make sure we don't box too much above our weight."

Comments (1)

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4:05pm Thu 3 Apr 14

Sam Vimes says...

Wouldn't hurt to make the pub itself bigger so you can actually get in and get served. Standing outside choking on fag smoke isn't really a pleasant alternative.
Wouldn't hurt to make the pub itself bigger so you can actually get in and get served. Standing outside choking on fag smoke isn't really a pleasant alternative. Sam Vimes
  • Score: -1

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