Success brewing as Hardknott signs prestigious high street deal.

A contemporary brewery is causing a stir with some of the UK’s largest retailers, Hardknott Brewery in Millom has just signed a deal with Marks & Spencer to supply its North West stores with two of its most popular beers.

The brewery was approached by the high street chain to see if it would be interested in supplying its Azimuth and Infra-Red beers in stores across the region.

The deal comes just two months after another major contract which saw the brewery agree to stock three of its beers to more than 200 Morrisons stores across the UK.

David Bailey, director of Hardknott Brewery, is delighted to have secured the deal.

He said: “Morrisons is a significant deal for us in that it’s accounting for about 50 per cent of our sales but I think the main attraction of M&S is the prestige.

“Everyone recognises it as a good quality store so it’s nice to be involved with that and we’re hoping to work further with them.”

With bottles flying off the shelves across the country, Hardknott Brewery is struggling to keep up with demand and is making plans to secure its future.

Mr Bailey said: “In the short term it’s going to be a challenge.

“We have already started to plan for the future and we’re getting to the point where the facilities we’ve got have us struggling to keep up with demand so we’re starting to look to that future.”

In addition to looking to expand its facilities, the brewery is also keen to expand its workforce and is in the process of recruiting a highly skilled assistant brewer.

Mr Bailey is also keen to keep his produce alive with fresh ideas and new tastes.

He explained: “It’s about producing something different and I’m always looking out more ideas. We could produce a new stout or IPA or maybe we’ll make a lager one day – who knows?”

In addition to producing new ideas, the team also believes it’s crucial to promote an image that represents its brand and identity.
Mr Bailey continued: “It’s important to look at the image that’s projected,
“We’re always very careful to make sure that we do something with the brand and the image and to make sure that these are all aligned.
“We’re trying to be more contemporary and more modern and it’s about engaging with that right across the board.”


Store finder - http://hardknott.blogspot.co.uk/2015/03/which-morrisons.html

North west evening mail.

I tried four of theirs the other week from Morrison's, none of which truly hit the spot.