Emerging brewery's new brand to toast rich town heritage

By Grimsby Telegraph | Posted: 18 Jul 2018

THE first commercial brewery in Grimsby for 50 years is taking the town’s hard-working heritage to heart, as it is christened Docks Beers.

Axholme Brewing Co is in the throes of fitting out the deconsecrated St Barnabas Church, having acquired the King Edward Street building last year

With the installation of the new brewing equipment nearing completion, the team has revealed the new identity, with a new range of craft beers to be brewed under the recently trademarked name.

Brewing kit vessels installed at Axholme Brewery, Grimsby

Co-owner and director Will Douglas said: “The new brand is a key part of our growth plans. Docks Beers was a no-brainer.  The new brewery is 250 metres from Great Grimsby’s famous docks, the epicentre of this town. Many of the team were born here and we’re as passionate about this town and its heritage as we are about craft beer. We picked this site for that very reason. 

Read more: New Axholme brewery to open in Grimsby in August thanks to grant

“We believe it’s a brand name which will sell nationally as well as internationally. Our ambition is for Docks Beers to rank alongside star names like Saucy Fish Co, Young’s and Orsted, companies putting the great back into Grimsby.”

A September opening is envisaged with a core range of three canned craft beers. 

Directors Will Douglas and Shahram Shadan before the vessels were installed.

Fellow director Shahram Shadan said: “From Grimsby to Manchester, and London to New York, the docks are a place where hard graft, endurance and a never-say-die attitude are traits of the men and women who work them.  We bring these qualities to our brewing, as well as our love and joy of beer. The name does pay homage to Grimsby but it’s as much about the town’s future as the past.  Docks Beers celebrates all that is happening around the waterfront of this area – the rebirth of the docks thanks to the offshore wind industry, and the Great Grimsby Town Project. It’s all happening yards from our church, just as we are breathing new life into the building.  

“We will be celebrating our own mini renaissance when we open a Grimsby brewery to the public 50 years after Hewitt’s closed its doors.”

Read more: Grim and beer it! Have-a-look at Axholme's new ale

Core beers such as Cleethorpes Pale Ale will remain under the Axholme parent brand, brewing in Crowle, where it will be business as usual.

Axholme brewery have installed their brewing kit vessels at their new base in Grimsby on King Edward Street.

Founder and head brewer Mike Richards said: “I cannot wait to get my hands on the new equipment in Grimsby and get the new Docks Beers underway.  The new kit will enable us to do all sorts of new things; new beer styles including lager and canning.  The results are going to be exciting.”

The branding is being rolled out across social media too. 

Owner of Cleethorpes’ specialist beer shop and weekend bar, Message In A Bottle, Charles Lumley, is also a director at Axholme. He said: “I cannot wait to get Docks Beers on to our shelves.  Our customers are going to love the new beers, the branding as well as the story behind it. It’s great that these beers are actually brewed in Grimsby and they will be a welcome addition to our range of Lincolnshire ales."

Aylesby-based agency Source Four has produced the new image for Docks Beers, and is working on beer can designs and supporting marketing materials. 

Managing director Rob Pritchard said: “Developing the new brand with the Axholme team has been exciting.  Before we even met them they knew that Docks Beers was the name they wanted, they knew the story they wanted to tell and they had defined ideas about how the branding should take shape. We are excited to be going on the journey with them.”

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