Roosters unveil a new look and a new beer

Four months on from the retirement of Sean and Alison Franklin from Rooster’s Brewing Co, the new owners have revealed a new look to the Company’s image and branding as well as announcing a brand new beer to compliment the existing permanent range.

The Brewery in Knaresborough remains as a family run business with brothers Tom and Oliver Fozard running it on a day to day basis with their father Ian Fozard as chairman. Both Tom and Oliver worked for Roosters when it was in the hands of the previous owner.

Retaining the iconic Rooster image that has long been associated with beers such as Yankee™ and Wild Mule, the new pump clip designs coincide with the arrival of a new beer – Buckeye.

Tom and Oliver Fozard in the Brewery Tom and Oliver Fozard in the Brewery

Buckeye, a pale session ale, brewed at 3.5% abv, has been added to the Brewery’s regular brood of beers permanently on offer. The beer has been designed to offer both landlords and customers a lower strength beer that’s packed full of hop character and aromas.

In addition to Buckeye, YPA™ (Yorkshire Pale Ale) has been tweaked to a new strength of 4.1% abv, in order to bridge the gap within the range between Wild Mule (3.9% abv.) and Yankee™ (4.3% abv.), allowing the continuation of the Rooster’s tradition of brewing a range of quality pale ales. Aside from the adjustment in strength, the recipe will remain the same and the beer will continue to be brewed to the same high standards that saw it win gold medals at the 2006 and 2008 World Beer Cups in the USA.

The brewery has also adopted the strapline – “Free Range beers from Yorkshire” to reflect the individuality and creativity associated with Rooster beers.


Roosters hand pulls

 Tom Fozard, Commercial Manager, commented

I’ve always loved the look of the red rooster head on the black background that’s been used as the brewery’s image for as long as I can remember, so it was important to us that this remained in place.

Rooster’s has a good pedigree when it comes to innovation and creating hop-forward, but ultimately balanced and clean tasting beers. With this in mind, the new pump clips have a fresh, minimalistic and clean look to them, although, upon closer inspection there is a great deal of attention to detail in the design.

Ian Fozard, Chairman said:

We’ve worked very closely with the designers – the Lift Agency of Harrogate – to achieve a look that we hope will compliment the quality of the beers we brew, by appearing distinctive on the bar top.

There’s also a completely new website, designed by the same team at the Lift Agency and we’ve even given the Brewery Vans a professional image with the brewery logo displayed for the first time.

Each week they produce around 29,000 pints of beer from their Knaresborough Brewery and that is working at full capacity. To expand production they would need to invest in a further fermentation tank.

Brewing beer is clearly a passion for the family and they speak with huge enthusiasm about the beers they produce.

Oliver Fozard, Head Brewer added:

In the future we want to make a bottled beer but we want to do that in the right way. We don’t have a bottling facility so we would need to do that elsewhere. Getting a beer that bottles well and retains the subtle flavours and aromas is a challenge though – there’s a lot of chemistry that goes into making a good beer.

We come up with the recipes for new beers based on our experience and knowing what hops to use with the flavours that they can give. We are going to keep the established range of Roosters beers, but I am looking forward to doing something a little bit different over the coming months too.


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