Celbridge-based Rye River Brewing Company is rebranding its core products line to reflect the brewery’s name, replacing the McGargles moniker.
The introduction of the new brand will support the next stage of the brewery’s development following a year of growth in off licence and retail sales, despite the challenges the global pandemic presented.
The Rye River Brewing Company brand will replace McGargles on draught in pubs and will be available in a 4 x 330ml pack format in retail. A range of McGargles beers will remain available in retail in 500ml format.
The on-trade brand transition took place in June and has been widely supported by the trade.
Tom Cronin, Founder and Managing Director of Rye River Brewing Company, said: “We have developed a successful story in craft brewing without having any of our brands carry the Rye River name, so we decided to bring a brand to life that recognises who we are. Apart from the Rye River Seasonal range, which is small batch, this will be the first of our everyday beers to carry the Rye River name.
“As demand grows for our range of craft beers brewed in Celbridge we believe that a greater focus on Rye River Brewing Company as a brand will help the brewery in its next phase of development. In short, while we may be moving to a brewery brand-led strategy it’s still the same great Irish craft beer, we believe the changes will bring Rye River Brewing Company’s world-class beers to more customers in more markets.”
The next phase of the brand roll out will see off-licences and retailers introduce the brewery-led brand during the month of August. The launch campaign will see an investment in above and below the line activation including an out of home campaign and in store digital activation across multiple retail partners.