RYE RIVER BREWING COMPANY INTRODUCES A BREWERY-LED BRAND FOR ON AND OFF-TRADE

RYE RIVER BREWING COMPANY INTRODUCES

A BREWERY-LED BRAND FOR ON AND OFF-TRADE

One box; four cans

Rye River Brewing Company, the Celbridge-based, multi award-winning brewery, has announced it is introducing a brewery-led brand as part of a strategy to streamline its brand and channel strategy. The introduction of the new brand will support the next stage of the brewery’s development following a year of significant growth in off licence and retail sales, despite the challenges the global pandemic presented.

"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."

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 favourites will remain available in retail in 500ml format.

The on-trade brand transition took place in June and has been hugely successful and widely supported by the trade. The demand, growth, and support from publicans at a time of such significant challenges for the hospitality trade is testament to the quality, consistency, and reputation of Rye River Brewing Company’s range of beers.

The next phase of the brand roll out sees off-licences and retailers introduce the brewery-led brand during the month of August. The launch campaign will see substantial investment in above and below the line activation including an out of home campaign and in store digital activation across multiple retail partners.

The Rye River Brewing Company brand will be widely available on draught, and in off trade in 4 x 330ml can pack format.

Mr. Tom Cronin, Founder and Managing Director of Rye River Brewing Company said: “Rye River Brewing Company’s heritage is rooted in high quality Irish craft brewed beer and we never have or never will lose our focus on that. Over the years consumers have been introduced to our product range both at home and abroad through a number of brands. 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.” 

It’s a new look with the same great beer!

And those beers? Well thanks to the 4-pack that came with the press release above, I can tell you a bit about them.

Rye River Lil’ Twist Grapefruit IPA 3.8%, 330 can

A golden colour announces this Grapefruit IPA, aromas of citrus and pine follow on. Quite a decent shot of flavour (grapefruit, tangerine) in the mouth, dry and hoppy as the finalé approaches. As they say themselves: “A smooth and sessionable IPA. Brewed in Celbridge, County Kildare, an anytime citrus drop”  Formerly known as McGargles Daragh's Grapefruit IPA.

Rye River Hop Drops Citra Extra IPA 4.5%, 330 can 

This Citra Extra IPA, previously McGargles Sammy's Citra Extra Pale Ale, showcases Citra hops. Light straw is the colour here. Citrus and hops feature in the aromas. And, not surprisingly since Citra hops figure in the hop bill, citrus leads on the palate performance. Quite an engaging little number in its new livery actually, crushable citrus with a clean malt character, all light, crisp and refreshing. A very good result indeed.

Rye River Coastal IPA 5.2%, 330 can

“Introducing Coastal IPA, our newest addition to the Rye River Brewing Co range!”

Golden straw is the hazy colour with white head. Aromas are alive with citrus notes. And more on the palate with a touch of pine too. It is clean and refreshing, which after all is the main point of the exercise and one that is sometimes forgotten about. This is also a beer that I really like.

You can now find this Coastal IPA, indeed all four of the beers featured here, in 4 x 330ml can packs in retail across Ireland.

Rye River Big Bangin’ IPA 7.1%, 330 can 

It has got a bright mid-gold colour…. bubbles galore…has been hopped to hell and you get that first via the aromas as the typical tropical fruits appear. And that exotic assault also appears on the palate where the Maris Otter malt also shows up well. And a fruity yet dry finish follows. Quite a good finish actually, quite a good beer but do note that high alcohol count. It’s not called Big Bangin’ for nothing. 

They say: “A long standing favourite, Big Bangin' IPA is the same great beer you know and love… but now with a bangin' new look!” Just so you’ll know, it’s the one in the navy can with the black top!

Well, I knew this West Coast IPA and liked it. And that was despite the former McGargle name and livery, a name I never really took to. 

So here’s to Rye River and to all that flows from it!