Yorkshire brewery “repositions” cask ale via Prohibition

Yorkshire brewery Black Sheep has appointed Leeds based integrated PR agency Prohibition as its sole retained consumer agency.

The Masham based brewery has tasked Prohibition to deliver on a range of integrated briefs that will see Black Sheep pushing its challenger position in the market, and capitalising on the nation’s post-lockdown return to the pub.

Prohibition will also work to amplify Black Sheep’s new sponsorship of EFL League Two football club, Harrogate Town A.F.C, through a series of match day activations and stunts. As of the 2021/22 season, Black Sheep is the official beer of the club.

While Black Sheep is known for its core cask range, Prohibition will also focus on promoting its “new wave” experimental craft beers, which, retailing through Black Sheep’s online shop via its 5 Barrel Project, increased in popularity during lockdown.

Prohibition’s remit will cover not only public relations, but experiential, social media, content creation, influencer relations and strategy work.

Jack Scott-Paul, brand and communications manager at Black Sheep Brewery, said: “We’re really pleased to be working with Prohibition, whose company values match our own. Their passion for the brand, and bold, creative approach really helped set them apart.

“Following the closure of pubs in 2020, we’re ready to come back with a bang and we’re confident that Prohibition will help us do that, and drive us forward. We’ve got so much to shout about, and the next 12-months are going to be seriously exciting”.

Will Ockenden, director and co-owner at Prohibition, said: “I must admit, for many of us, this really is a dream brief, combining a number of things myself and my team are passionate about; beer, football and an authentic and ambitious brand willing to be outspoken and take some risks.

“But more than that, the product is great, with an even better story to tell, all of which makes our job easier.”

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