WharfeBank Brewery is launching a new loyalty scheme to strengthen its ties with local pubs – and is creating a special new ale to celebrate.
Managing director of the award-winning Pool-in-Wharfedale-based business Martin Kellaway says its Master Cellar Club will give members “added value” in return for their custom, by providing services such as staff training and brewery tours.
Three inns have already signed up to the scheme ahead of its launch – Otley’s The Old Cock, The Ings, at Guiseley, and The Stansfield Arms in Apperley Bridge.
And the club’s start will be crowned with the production of the WharfeBank’s 500th brew, D (named after the Roman numeral for 500) a strong, American IPA style beer.
Mr Kellaway said: “We value the views of beer-drinkers and licensees, they’re a vital part of our continued development.
“We have created the Master Cellar Club so we can work closely with publicans. We aim to enhance our supply of beers with the best possible support package, each package tailor-made to the need of the publican.
“Whether the club member is a free-house, pub company owned, club or farm shop we will support our permanent stockists with added value through staff training, brewery tours, bespoke brewing opportunities, ‘meet the brewer’ events, branded merchandise and more.”
Owner of the award-winning The Old Cock, Mr Pullan, said: “I have signed on to the club as I know the brewery well, having stocked their great local beers since my opening day in Otley.
“I am delighted they have reached their 500th brew and their plans for more experimental styles will be welcomed by me and my customers.”
Mr Moran, licensee of The Ings, said: “Being a traditional drinking house, I took on WharfBank beers in the last 12 months and the new relationship with them has been quickly established.
“We have two beers permanently on the bar which are enjoyed by many and for the local brewery to develop a support scheme through this club is very much welcomed.”
Mr Green, from The Stansfield Arms, agreed. “We pride ourselves on delivering great beers to accompany our food business,” he said.
“WharfBank Tether Blond is a permanent fixture on the bar at The Stansfield Arms and across our other venues, therefore it makes good business sense to join this club to enjoy the added value benefits on offer from Martin and his team.”
Now based at Pool Business Park, the brewery started out at a Leeds pub, The Fox and Newt. Beer started being produced from its riverside plant at Pool in May 2010.