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Ember Inns launching exclusive pale ale with Black Sheep Brewery

Ember Inns launching exclusive pale ale with Black Sheep Brewery

Mitchells & Butlers' Ember Inns has partnered with renowned Yorkshire brewer Black Sheep to create an exclusive new beer which will be served across its 147 UK pubs. The recent resurgence of the cask ale category has seen sales volume in Ember Inns increase by six per cent over the last two years, outperforming the market year on year.*

Cask Marque accredited Ember Inns has invested in its ale credentials and a focus in making cask ale a core fame point within its proposition. Up to 10 cask ales, carefully chosen from a selection of familiar national and regional favourites and a changing seasonal range are served in each site and delivered by a passionate trained team of Cask Ambassadors and Masters. These are members of the team with an in-depth knowledge of cask ale who are responsible for selecting and serving top quality ale in every pub.

Ember Inns Pale Ale will be available from Friday 25th March 2016 and is the first beer Black Sheep has brewed exclusively for another brand. The 4.0% ABV has been expertly crafted in collaboration with Ember Inns Cask Ambassadors, involved in every step of the process from the first meeting to approving the final tasting.

David Briggs, Operations Director for Ember Inns said: "We're always looking for innovative ways to develop our offer, and with our reputation for serving quality ale, the partnership with Black Sheep was a natural next step. The brew has been shaped by the Black Sheep and Ember team, using in-depth knowledge of our guests and their tastes. Black Sheep really impressed us with its modern approach and commitment to quality and embraced the collaboration, working side by side with us to create a consistent final product.

"We have ensured our focus is on training, delivering the greatest possible guest service and offering initiatives to celebrate the importance of cask ale to Ember Inns. Many of our competitors have rebadged ales but to be able to have a beer brewed exclusively for us is testament to the credibility Ember Inns has with ale enthusiasts."

Jo Theakston, Sales and Marketing Director at Black Sheep Brewery said: "This is a significant agreement for Black Sheep Brewery, which reflects our growing market reputation and our commitment to genuine quality cask beer. It's been an exciting process bringing this to life with the Ember Inns team, a real collaborative effort and we are delighted to be given the opportunity in delivering a million pints a year for the brand. This will support the growth of the business alongside our established range of cask, craft and bottled beers produced in Masham."

* CGA Brand Index

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