Yorkshire brewery T&R Theakston is celebrating the successful launch of its new beer, Theakston Summit, which has seen its distribution increase threefold since the beginning of the summer.
Originally launched in 2021, Summit is a 4.2% ABV pale ale, brewed to be served extra chilled through a dedicated handpump. It is made with Summit, El Dorado, Cascade, and Amarillo hops, and is the result of consumer demand for a more hop-forward, refreshing beer.
Now stocked in 100 pubs across the north, approximately 60,000 pints of Summit are being sold every month. Stockists from across Theakston’s northern heartland have attributed its sales success to a number of factors, including its cooler temperature of dispense, its taste, and presentation in a special branded glass.
Simon Theakston, joint managing director of Theakston Brewery, said: “At Theakston, we’ve been brewing ales of distinction for almost 200 years, but that doesn’t mean we’re not prepared to experiment with new styles and methods.
“We introduced Theakston Summit to allow pubs and bars to give their customers greater choice, and to offer them a drink which combines all the great qualities of cask ale at a lower temperature of dispense. What’s interesting is that its appeal is strong with both urban and rural drinkers, acting as a mainstream ale, with premium positioning.”
He added: “Not only is Summit the perfect drink for the summer, but our sales figures show that its popularity will continue as we transition into the autumn and winter months, as a result of the unique position it occupies in the market as a cask ale with innovative craft values.”
Ray Hogg, licensee of The Cross Keys, in Liverpool, said: “What’s interesting about Summit is that we’ve seen a lot of craft beer drinkers opt for it, where normally they might be a bit more wary of choosing a cask ale.
“However, Theakston has a reputation for producing quality beer, which our customers are aware of, and that seems to influence even those who aren’t regular cask drinkers. We’re currently averaging about a barrel — or 288 pints — a week, and don’t see demand slowing down any time soon!”