WharfeBank Brewery is launching the Master Cellar Club (MCC) a unique loyalty scheme designed to build long term relationships with Yorkshire publicans and to celebrate the brewery is creating its 500th brew –‘D’ (roman numerals for 500) a 6.6% ABV American IPA style beer.
In 2008 the Wharfebank brewing team started out in a Leeds pub, The Fox and Newt, with on-site brewing facilities. By May 2010 their beer was flowing from its state-of-the-art 20-barrel brew plant on the banks of the River Wharfe.
Now 3 years on, the brewery has experienced growth averaging 30% year on year and now produces a sought after range of award winning ales in cask, and recently launched keg and bottles.
During this time Martin Kellaway, managing director and partner, has forged strong relationships with publicans across the county. Recognising the importance of the relationship with licensees, the brewery is launching its club, WharfeBank Brewery Master Cellar Club (MCC), a unique loyalty scheme designed to build long term relationships with Yorkshire publicans offering support that will enhance all members
Martin Kellaway comments:-
“We value the views of beer-drinkers and licensees they’re a vital part of our continued development.
“We have created the MCC so we can work closely with publicans. We aim to enhance our supply of our fantastic beers, with the best possible support package, each package tailor made to the need of the publican. Whether the MCC 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 much more.”
Three publicans have already signed on to the scheme ahead of launch to ensure they secure their place in the club.
Lee Pullen, of The Old Cock, Otley comments:-
“I have signed on to the MCC as I know the brewery well, having stocked their great local beers since my opening day at The Old Cock, Otley. I am delighted they have reached the 500th brew and their plans for more experimental styles will be welcomed by me and my customers.”
Chris Green, of The Stansfield Arms agrees:-
“We pride ourselves on delivering great beers to accompany our food business. WharfeBank 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 the MCC to enjoy the added value benefits on offer from Martin and his team.”
Joe Moran at The Ings, Guiseley states:-
“Being a traditional drinking house, I took on WharfeBank beers in the last twelve months and the new relationship with WharfeBank 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 the MCC is very much welcomed.”
To celebrate the launch of the MCC, the brewing team lead by master brewer Jayne Hewitt is breaking new ground at the brewery with the creation of its landmark 500th brew.
Inspired by the wonderful and industry renowned home brewer, Ken Fisher, and his Grateful Deaf American IPA, the team at WharfeBank are producing a 6.6% ABV American IPA style beer with a seriously hoppy kick. The recipe will include 6 different hops with a target of 66 IBU (international bitterness units) a real departure to the regular ales crafted by the team.
Jayne Hewitt, WharfeBank’s master brewer comments:-
“We have a fantastic range of regular and seasonal beers, each distinctive with varying styles, but we wanted to do something completely different to mark the milestone of our 500th brew, and ‘D’ will be the strongest beer we have done to date!
Experimental beers are very popular right now, and pushing the brewing boundaries, and we thought we could show them what is possible by breaking new ground with ‘D’ and these types of beers will be just one of the benefits of being an MCC member”