Brewery partnership targets pubs sector

SUFFOLK-based brewery St Peter’s is planning a sales drive in the on-trade after agreeing a new marketing partnership.

The company, based at St Peter South Elmham, between Halesworth and Bungay, has signed a deal with Top 5 Ventures, a new company specialising in the promotion of premium niche products.

St Peter’s was founded in 1996 by brand consultant John Murphy to fill a perceived gap in the export market for traditional British ales.

As a result, most of the company’s output until now has been sold in the off-trade, with its distinctive oval bottles and labels now a familiar site on UK supermarket shelves in addition to its export sales.

However, managing director Colin Cordy believes there is now an opportunity to build on the reputation it has established by targeting its beers to the on-trade.

“Having increased our off-trade sales in the UK substantially in the last three years, we feel it is a good time to take the brand into the on-trade in a bigger way,” he said.

Top 5 Ventures was launched earlier this year by a team led by former Adnams commercial director Rob Flanagan.

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The same team has also recently acquired the Nethergate brewery, at Pentlow, near Sudbury, and Mr Flanagan believes that both brands, together with others as the Top 5 portfolio grows, can benefit from a joint approach.

The on-trade sales drive will initially be led by St Peter’s Best Bitter and Ruby Red Ale, with Golden Ale to follow next year.