It includes new-shaped pump clips, contemporary labelling of its new range of premium bottled beers and craft keg beers, new vehicle livery branding, and web and social media development.
Partner and managing director Martin Kellaway and his team are reinventing the brand and the beers to embrace the mounting modern craft beer scene both at home and abroad and enhancing the beers’ on-bar and on-shelf presence.
Martin said: “The evolving beer range and re-brand is a vital part of our expansion plans, and we are immensely proud that our beer is brewed by dedicated people here in Yorkshire.
“Recent international and local research has clearly highlighted that we should draw on our location and the associated provenance of Yorkshire, coupled with a simple and clean look to reflect the hand-crafted values that each beer brings.”
After head brewer Steve Crump joined last year, the team at Wharfe Bank Brewery have been experimenting with new recipes, together with some tweaks to existing beers.
The review of the cask beer portfolio has streamlined the regular brews while keeping the favourites to allow for more variety and new styles. The brewery is also continuing with innovation through its 12 monthly specials and seasonal beers.
Last year, the brewery exceeded its turnover target of more than £800,000, equating to growth of 28% in volume terms year on year.
Alongside gaining new listings in the off-trade, Wharfe Bank aims to drive its on-trade presence throughout Yorkshire and the rest of the UK.
Martin said: “The modern craft beer market is rapidly expanding, and boundaries being pushed, and we need to meet the needs of the discerning customer and evolve.
“Exciting and ‘off the wall’ beers is where it‘s at, and Steve is already bringing flair and talent to the fore. I am proud that Steve can deliver the new brewery vision and make it a reality with the passion he brings to the brew house.
“A new identity coupled with modern and innovative hand-crafted ales marks the start of a new and exciting era for Wharfe Bank. Our success so far can be attributed to a genuine passion for beer, and the new dedicated team have the talents to bring about a new Wharfe Bank for 2014 and beyond.”
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