Bone Crusher beer high­lights her­itage

Macclesfield Express - - BUSINESS SME BUSINESS TIPS - RHI­AN­NON MCDOWALL

ABREWERY has come up with be­spoke beer to help pro­mote an im­por­tant her­itage site.

The Win­cle Beer Co, which brews ale from its site in Win­cle Vil­lage, has de­vel­oped a new cask beer – Bone Crusher – to cel­e­brate the Etruria In­dus­trial Mu­seum.

The mu­seum, in Stoke, is home to the last work­ing steam pow­ered pot­ters mill in the world and it is hoped the ale, which is be­ing sold in pubs across the coun­try, will raise aware­ness of the im­por­tant pro­ject.

Giles Mead­ows, head brewer at Win­cle, has been work­ing with vol­un­teer Barry Job on the pro­ject.

He said: “It’s a great idea, with strong syn­ergy be­tween our cus­tomers. It’s a real plea­sure to work with Barry and the vol­un­teers and to sup­port the mu­seum. I loved the con­nec­tion from day one.

“We chose the brand name to clearly re­flect the bone mill’s his­tory.

“I hope it will en­cour­age more peo­ple to visit the mu­seum where they can see the vol­un­teers op­er­at­ing ‘Princess’ the gi­ant steam en­gine and work­ing ma­chin­ery.”

The mill orig­i­nally op­er­ated from 1857 to 1972 cal­cin­ing and grind­ing bone, flint and Cor­nish stone to blend with china clay as the raw ma­te­rial for pro­duc­ing English bone china.

The pump clip briefly tells the story of how the mill was saved by a team of vol­un­teers in 1978 when it was at risk of clo­sure.

Giles added: “There is a strong cor­re­la­tion be­tween our cus­tomers. So each time a pint is or­dered at the bar the vol­un­teers will con­nect with their tar­get au­di­ence and en­cour­age more vis­i­tors.

“The beer will be listed in pubs through­out the Pot­ter­ies and be­yond.

“We will also be pro­mot­ing the mu­seum and its cal­en­dar of events on our web­site and in the brew­ery shop,”

Barry Job, who is one of the orig­i­nal vol­un­teers set up to save the mill in 1978, said: “We are al­ways look­ing at ways to raise the pro­file of the mill so this is a great op­por­tu­nity.

“Their beers are each based on a real life char­ac­ter.

“The idea is to ex­tend the range with a beer that will have an au­then­tic pot­ter­ies her­itage and in­crease aware­ness of the site to a wider au­di­ence.”

Bone Crusher is a 4.3 per cent ABV, full bod­ied, clas­sic chest­nut English ale.

To find out more about the mu­seum go to etruri­a­mu­seum.org.uk. To find out about the brew­ery go to win­cle­beer.co.uk.

●● Paul Brown, head of group fleet at Enserve, with Re­becca Suther­land from North­gate

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