The introduction of the new brand line will support the next stage of the brewery’s development following a year of significant growth in retail sales despite the challenges the global pandemic has presented.
“We’ve developed a successful story in craft brewing without having any of our brands carry the Rye River name so we decided to bring a brand to life that recognises who we are,” explained Tom Cronin, Founder and Managing Director of Rye River Brewing Company, “Apart from the Rye River Seasonal range, which is small-batch, this will be the first of our everyday beers to carry the Rye River name.
“Over the years consumers have been introduced to our product range both at home and abroad through a number of brands. As demand grows for our range of craft beers brewed in Celbridge we believe that a greater focus on Rye River Brewing Company as a brand will help the brewery in its next phase of development.”
The brand transition in the on-trade took place in June where the Rye River Brewing Company brand replaced McGargles on draught in pubs and has been hugely successful and widely supported by the trade, he said.
The Rye River brand will also be available in a 4 x 330ml pack format in retail. However a range of McGargles beers will remain available in retail in 500ml format.
The next phase of the brand roll-out sees off-licences and retailers being introduced to the brewery-led brand this month.
The launch campaign will see substantial investment in Above and Below The Line activations including an out-of-home campaign and in-store digital activation across multiple retail partners.