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Theakston’s Old Peculier returns to the US
British brewery T&R Theakston has restarted US exports of its Old Peculier ale after an absence of 10 years.
The beer, Old Peculier, which has a long history and strong following within the US, having first been shipped to the country in 1976, was once the third most imported British beer, with the brewery shipping around 40 pallets of beer to the US each month.
Speaking to the drinks business, Richard Bradbury, joint managing director of Theakston’s Brewery, said: “Our distributor, Iron Horse Beverages, will be building up distribution in both bars and off licences, initially across the Eastern Seaboard, before expanding into other states. The focus is on customers who are looking to stock the brand for the long-term and our aim is to build the brand patiently through truly committed customers who have a passion for selling great beers and a keen interest in different beer styles. With this in mind, Iron Horse Beverages has already had a lot of excitement and interest in the return of Old Peculier to the US market and our second shipment is being planned imminently.”
Describing the marketing of the Old Peculier stateside, Bradbury told db: “We are supporting the brand with Theakston glassware, beer taps and point of sale materials. Our distributor is also promoting Old Peculier through social media and sampling and we will continue to
assess with them the marketing support required as sales gain momentum.”
Speaking candidly about the resurgence of interest in British beers in America more widely, Bradbury explained: “We have always retained an interest in Old Peculier from US consumers. Over the last 10 years, about half of all consumer queries into the brewery have come from the USA, with the constant question of ‘when are you coming back?’. We’re so pleased to now give those loyal fans the answer they’ve been waiting for. I think the resurgence of interest more widely has been driven by the maturing of the US craft beer market, where sales have started to wane after a rapid expansion over the last 15 years. It’s a massive market and there’s plenty of room for a range of beer styles. As part of this, US drinkers are reigniting their love of premium British ales.”
Theakston’s exports of Old Peculier will be made available in kegs, 440ml cans and bottles and the almost 200-year-old brewery additionally revealed plans to expand its footprint in the coming years.