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Stockport-based brewer, Robinsons Brewery, has announced the rebrand of their golden ale, Cumbria Way. The Brewery is honouring the beer’s 35th birthday with a fresh new look that’s intended to captivate a more diverse audience. The full-bodied ale, which sold over 166,000 pints in 2016, has a superb mouth feel of rich malt and hops, complemented by complex aromas of spicy hop and tart fruits. Robinsons are proud to say the classic Cumbrian beer is still brewed to the original Cumbrian Way recipe.

Cumbria Way
Cumbria Way pump clip

Gill Yates, Brand Manager for Robinsons Brewery, said: “Cumbria Way has been in our family of beers for 35 years but we felt that the branding was in need of a contemporary refresh to attract a wider audience. The newly designed pump clip now tells the great story of Robinsons’ relationship with Hartleys, as the slate-like material used for the pump clip is in keeping with the natural resources in the Cumbrian area.”

Back in 1982, Robinsons acquired Hartleys – an Ulverston based brewery – and later transferred the brewing of Hartleys beers to Stockport in 1991. Since then, Robinsons have treasured Cumbria Way as it has a significant importance to the history of Robinsons’ brewing past.

Gill continued: “The new pump clip design is clean and transparent, adding a sense of modernity to both the branding and the liquid. The new strapline, ‘explore…’, has strong connotations to the beer and to Cumbria, which is renowned for its beautiful country walks and outdoor pursuits. Cumbria Way has long been the journeyman of the hills and mountains of Cumbria, relentless and uncompromising, it’s a traditional upstanding brew with a real sense of belonging. With this in mind, we felt that it was important to reinvest in this brand.”

The newly branded pump clip comes with updated POS, which will all be distributed to our customers within the next few weeks. Cumbria Way is available in cask only, to all of Robinsons’ pubs, free trade pubs and national accounts.

Cumbria Way
Cumbria Way mat

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