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Robinsons Brewery Wizard
Robinsons' Head Brewer Martyne Weeks

Robinsons Brewery are heralding Wizard, their newest 3.7% ABV amber ale, a stunning success after 84% of their 300 strong estate have stocked the beer.

The ale, which was launched in April, is already a mainstay in over 250 of Robinsons’ pubs across the North West, Cumbria and North Wales and has become the most successful beer launch into the brewer’s pubs to date.

Inspired by a local Cheshire legend, The Wizard of Alderley Edge, Wizard was created by the Stockport brewer following a pledge by the BBPA (British Beer and Pub Association) to remove 1.3 billion units of alcohol from the UK market before the end of 2015 [1] and as a response to changing consumer tastes.

Research carried out by Harris Interactive on behalf of The Grocer magazine revealed that almost half of all UK adults (49.2%) are trying to moderate their alcohol consumption [2].

Oliver Robinson, Managing Director of Robinsons Brewery (Beer Division) said: “Wizard was created to help drinkers make responsible choices and give a suitable alternative to our stronger ales. Not only does the beer give customers more variety, it also strengthens our core range of beers with many different styles to suit a wider range of tastes.

Gill Yates, Brands Manager for Robinsons Brewery said: “Customers are becoming more educated about lower ABV beers. The old theory that lower strength means less flavour is being challenged across the industry and Wizard is part of that movement.

It’s not just Robinsons’ pubs that have been enchanted by the beer, Wizard has found its way into a further 500 pubs nationwide through Robinsons’ national and off-trade sales; even outselling every other beer as part of Punch Taverns’ Finest Cask Range in May and June.

Gill Yates said: “We’re obviously thrilled with the success so far and the feedback we’ve received from our customers has been fantastic. We think this beer with its innovative pump clip design, which looks like it has been chiselled out of the rock face at Alderley Edge, has really captured the imagination of our drinkers. We hope they’ll continue to enjoy Wizard for many years to come.

Wizard is now available in cask and bottle at Robinsons pubs across the North West, North Wales and Cumbria and available nationally through Robinsons’ off-trade and national sales team. For further information on how to stock Wizard please contact 0161 612 4100.

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