The Beer Studio: A brand new brewery for a 160 year old brewer

This case study describes how the 160-year-old Hydes Brewery capitalised on its expertise by creating an experimental brewery to tap into a new generation of urban drinkers that had been moving into Manchester.

The Beer Studio: A brand new brewery for a 160 year old brewer

Campaign details

Category name: BeveragesAgency: WPA PinfoldAdvertiser: Hydes

Executive summary

Hydes Brewery had been brewing beer in the heart of Manchester since 1863 and was beginning to feel its age - changing socio-demographics in its drinking heartland and the recent ‘craft’ beer revolution was taking its toll. The management decided to downsize and move to a new location – and refocus the business.

The regional market was already at saturation point with five significant regional brewers and over 35 microbreweries in the Manchester area, combined...

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