UK-based Freedom Brewery has raised £3.5 million of new capital as it aims to expand its Staffordshire-based craft beer operation.
The investment follows the brand’s recent success across the on-trade, now being sold in over 2,000 outlets, and introduction into countries such as Sweden, Italy and Singapore.
The fundraise was led by private equity firm Oakfield Capital, and existing shareholders will support both a major marketing push and a series of new hires.
Freedom Brewery said the investment will result in a big drive in its marketing campaigns which will be activated via a series of consumer events and brand collaborations as well as being supported by above-the-line advertising, PR, experiential and extensive social and digital campaign support.
The brand has started growing its national sales team to drive further awareness of its beers. To support a new trade advocacy programme, Freedom Brewery will be employing brand ambassadors to ensure that all on-trade customers are fully trained in the brand’s key messaging and values and can highlight the quality processes and production methods at the Staffordshire brewery.
Freedom Brewery marketing manager Tim Giles said: “We believe that it is extremely important for both our staff members and the on-trade who are selling our product to be knowledgeable about our brand.
“Brand ambassadors will help to develop confidence, awareness and enthusiasm for the brand as well as ensure that our messaging is passed on to the people who drink our products, allowing them to understand our ethos and key credentials such as heritage and sustainability.”
Freedom Brewery managing director Matthew Willson said: “We continue to make exciting choices for the brewery and the brand and we are constantly evolving to meet the increasing demand for our premium craft beers.
“We are seeing considerable growth in high-quality on-trade outlets in both London and nationwide. This further investment will enable our new senior sales and marketing team to enhance Freedom’s positioning in the premium craft beer market.”
Stefan Turnbull, Freedom Brewery chairman, added: “This is an extremely exciting time for the brand and we are thrilled to be able to take Freedom Brewery to the next level. With the new investment from shareholders we want to continue to focus on our key brand quality, taste, alongside sustainability, vegan credentials and our Organic Lager. We hope that our series of marketing initiatives will excite our existing audience and reach new individuals to experience our premium craft beer.”
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