GRAIN BREWERY HOPS TO TURTLE PR
Grain Brewery in Norfolk has called in lifestyle PR agency Turtle PR to handle its trade and consumer PR strategy, as it gears up to renovate and expand in 2012.
Turtle PR is charged with increasing awareness of Grain's unique selling points, and reinforcing the company's position as the leading micro-brewery in Norfolk and the East of England.
Turtle PR will also look after the PR for The Plough, Grain's first own public house situated on the bohemian St Benedicts Street in Norwich.
Grain sees its key strength as producing a wide range of champion real ales, enjoyed by a younger market of both sexes, who appreciate the brand's ethic and cool packaging. Leaving behind the usual baggage associated with real ale, Grain is not afraid to push the boundaries and break tradition, by experimenting with new flavours and foreign beers styles, such as its cloudy Belgian style witbier Blonde Ash, and grapefruity ruby red beer named Redwood.
Situated in the Waveney Valley area of Norfolk and founded in 2006 by Phil Halls and Geoff Wright, the brewery sells cask beer to consumers and trade, from its brewhouse and cellars in a converted dairy. Clients include pubs, farm shops, delis, hotels and restaurants, in local areas, as well as further afield into neighbouring counties and London. Group tours are also available at the brewery, which include learning about brewing, malt and hops, and tasting a range of beer styles.
The brewery is currently expanding and will triple its present 5,000 pint a week output in February 2012, thanks to new equipment.
Grain has won numerous awards, such as the coveted Champion Beer of Norfolk in 2011 from CAMRA, bronze in the strong bitter category for Champion Beer of Britain and overall champion winner at SIBA's 2011 East beer competition. Turtle PR's brief is to highlight Grain's award-winning beer, to the trade and consumer sectors.
"We are delighted to be working with Turtle PR at this point of our expansion. Leila at Turtle PR really understands what Grain is about, and will communicate our message of ‘doing things differently', to the trade and consumer press," says Phil Halls, Joint Founder of Grain Brewery.
Ex-Adnams Joint Founder Geoff Wright adds: "It is the right time for us to take on a PR agency, so we can share our news and communicate to a much wider audience."
Leila Stocker, Turtle PR's Founder says: "It is fantastic to count Norfolk's number one brewery, Grain, as a client at Turtle PR. With such a broad range of beer varieties, its own thriving local venue, and huge involvement with festivals and events, Grain is such an exciting brand to represent."
Grain also represented Norfolk in an evening celebrating beer from the East of England this week, on Wednesday 30 November. The event was held in Brussels with the All-Party Parliamentary Beer Group, The British Pub and Beer Group and CAMRA, at the 18th Century Brussels town house HQ of the Brewers of Europe. Participants sampled four popular different beer varieties from Grain, including Oak Bitter at 3.8%, India Pale Ale at 6.5%, Blackwood Stout at 5% and their new seasonal offering, Winter Spice at 5%. Guests included MEPs, Commission officials and representatives from CAMRA, SIBA and BBPA .
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About Grain Brewery
Situated in the Waveney Valley area of Norfolk, Grain's backdrop includes a tranquil river and miles of stunning views across the richest farmland in England. The brewery is located on South Farm using a converted dairy as its brewhouse and cellars. Grain sells cask beer to local pubs, and bottles to farm shops, delis, hotels and restaurants, as well as further afield into the neighbouring counties and London.
Grain has won numerous awards, such as the coveted Champion Beer of Norfolk in 2011 from CAMRA, bronze in the strong bitter category for Champion Beer of Britain and overall champion winner at SIBA's 2011 East beer competition.
About The Plough
Open since May 2010, The Plough is a traditional public house owned by Grain Brewery.
Situated on the bohemian St Benedicts Street in Norwich, The Plough is famed locally for its hidden beer garden in the summer and roasted chestnuts in winter. It is known for its emphasis on a relaxed atmosphere and quality drinks.