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A new era for Saltaire

19 Jul 2018

Saltaire Brewery launches refreshed brand and new product range

Saltaire Brewery has announced the start of a new era with a refreshed brand and launch of a new range of beers with the aim of bridging the gap between cask and craft with a commitment to high quality beer, regardless of the category.

As part of our ambitious five-year growth plan and ongoing investment programme led by managing director, Ewen Gordon, we have evolved the brand, refreshed the product range and released a new series of 330ml bottle and keg beers.

Ewen said: “The beer industry has changed so much in the last 12 years and we’re not one to rest on our laurels. It’s important to stand out in this incredibly crowded market and to do so we must tell the story of who we are: fun, considered and proud of our heritage.”

Saltaire Brewery sales and logistics director, Nick Helliwell, added: “Adventurous, craft-led products continue to make significant impact in the market, so it’s vital for us to keep developing our beers and business, while remaining authentic. We’re proud of the products and styles that have helped us build the brewery over the last 12 years but this development will ensure we are fit for the future too. With all major retailers increasing their lines across the whole category, we want all our beers to stand out on the shelves as well as continuing to grab attention on bars all over the UK and beyond.”

Known for our vibrant brand and use of colour, we've modernised and simplified the logo as well as refreshing the overall look and feel. The brand uses strong, bold shades while taking inspiration on shape and design from its home which was once a power station for local tramlines.

Our new 330ml bottle and keg beer range includes Velocity, a session IPA, Zipwire, a citrus pale, Polarity, a black IPA and Full Tilt, an Australian and New Zealand pale. The recipes focus on flavour with hop forward, unfiltered and easy drinking beers, and include ingredients such as fresh orange and grapefruit zest. The line reflects our new Saltaire brand style using its iconic shape and bright colours but with an added twist to reflect the more creative nature of the range.

Ewen added: “Our commitment to great beer and delivering for our customers is what drives us forward as a business. We’re incredibly proud of our range which has been restructured to offer a more comprehensive selection while staying current and reflecting developments in the market. We’ve brought some of our much-loved beers up-to-date while making way for exciting and delicious specials on a regular basis. We’re also launching a range of four new products with a more playful, contemporary edge, backed by our reputation for quality and dependability.

“As a truly passionate team, we all want to make Saltaire the best it can be, not just the beer itself but the entire brand experience. We’re staying true to who we are, an ambitious and bold brewery which is continuously evolving and looking forward - doing things our way with quality and integrity.”

Launch events

To launch our rebrand, our team hosted tap takeovers in partnership with 11 different fabulous venues across the country from London to Newcastle on 19 July 2018. The biggest brewery event our team has ever been involved in and it looks like they had a ball!

Donna And Elliott
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