Wychwood refreshed

It is two years since Oxfordshire’s Wychwood Brewery was purchased by brand-builder Refresh. 24 months of commitment to brand investment, research and recipe development later, the World of Wychwood is enjoying ever increasing success:

Brewery Development: A major investment has incorporated the brewing of Brakspear into the Wychwood brewery site and expanded the brewery to more than double its capacity over the last 18 months.

New Bespoke 500ml Wychwood bottle: United Glass was commissioned in early 2004 to produce a new Wychwood bottle, lighter in weight, more curvaceous and now embossed with the Wychwood witch. The new bottle is made in both flint and amber.

‘Wychwood Family of Ales’: The labels of the entire Wychwood range have been augmented with a ‘Wychwood Family of Ales’ banner added to each. The labels depict characters from folklore associated with the ancient medieval forest of The Wych Wood, after which the brewery is named. The labels are goblinesque and edgy and this has helped them appeal to a broader age group.

Consumer Advertising: Wychwood’s 2003 ‘Lagerboy’ campaign for Hobgoblin in Trade and Consumer press, challenged lager drinkers to re-examine the often anodyne flavours of their current brew with the strapline “What’s the matter Lagerboy, afraid you might taste something?” An extended ‘Lagerboy’ campaign will run again from September 2004.

Ingredients have always been key to the quality of Wychwood’s beers, all of which use the low-yielding Maris Otter as their pale malt, and with a healthy assortment of English and imported hops including Fuggles, Goldings, Styrian Goldings, etc.

Being ‘Oxfordshire’ and supporting local initiatives is increasingly important. Wychwood is proud to be an Oxfordshire brewer and intent on becoming more closely involved with organisations that promote Oxfordshire and its agricultural produce.

Jeremy Moss, Head Brewer, joined Wychwood as head brewer in 1996, is now responsible for all Wychwood and Brakspear beers and for the brewing of Duchy Originals Organic Ale. He has also been in charge of all building works and re-design of the new brewery.

Off Trade Comment: Wychwood sales director, James Coyle, who now looks after off-trade sales for the entire Refresh portfolio, comments:

“The barriers to entry into the premium bottled ale market are higher than they have ever been.

“Discerning consumers are now expecting and demanding either their favourite cask ale in a bottle or a product which is distinctive in either packaging or beer style. To survive and prosper in this fast-moving category it is essential that brewers continue to strengthen their core brand appeal plus look for ways of offering innovative products that exceed consumer expectation.

“At Refresh we are committed to this strategy and the heavy-weight Hobgoblin ‘Lagerboy’ advertising campaign, coupled with new beer styles, improved shelf-standout and impactful branding, will ensure we continue to innovate and help retailers develop their category sales.”

l - r: James Coyle, Off Trade Sales Director
Rupert Thompson, Chief Executive
Stuart Hawthorn, Brewing and Brands Director

The Recipes of all four of Wychwood’s key beers have also been refreshed:

Hobgoblin (5.2% abv bottle/ 5% cask) is Wychwood’s flagship brand and one of Britain’s biggest selling bottled ales. It has been made yet more ‘deliciously dark’ with the inclusion of a small % of crystal malt, with Fuggles replacing Progress softened in its Styrian Golding blend. The recipes for the cask and bottled versions have been unified, with the cask version rising from 4.5%-5% and the bottled Hobgoblin moving from 5.5% to 5.2% abv. Hobgoblin, in the new 500ml flint bottles, is available in Tesco, Sainsbury’s, Asda, Morrison, Co-op, Thresher, Booths at £1.69.

Circle Master (4.7% abv) is one of Britain’s biggest selling organic ales. Its 4.7% abv recipe of Plumage Archer organic barley and Kent’s organic Target hops has not been changed, but it will now for the first time be packaged in amber glass in the new Wychwood mould. Available in 500ml in Tesco, Sainsbury, Asda, Morrison, Co-op, Thresher, Booths at £1.69.

Goliath (4.2% abv) was Britain’s first large format bottled ale and is still one of the biggest selling 660ml. The abv has been moved recently from 4.7% to 4.2% to bring it more into line with other big format ales. It is brewed, like all Wychwood’s beers, with Maris Otter barley malt, and uses Progress and Styrian Goldings hops. It is sold in a flint 660ml bottle in Tesco, Sainsbury, Asda, Morrison, Co-op, Thresher, Booths at £1.69.

Fiddler’s Elbow (4.5% abv) uses malted wheat as part of its recipe. Its previous 5.2% abv was lowered to 4.5% in 2003 to be nearer the 4.1% of its cask version and increase its sessionability. Fiddler’s Elbow combines a floral, citric aroma, with tart citric fruit in the mouth and a long hoppy finish. It is brewed from Maris Otter barley, English Wheat and Styrian Goldings hops. It is sold in the new amber glass 500ml in Asda, Booths, Morrison, Co-op, Threshers at £1.69.

Black Wych was first brewed long before Jeremy Moss arrived as brewer at Wychwood. It is a 4.5 % abv brew of Maris Otter Black malt, a bit of Crystal and some oats. Hops are mainly Progress with a dash of Target, all of them copper hops with no late additions. It is bottled in the new 500ml flint glass and is available in Sainsbury at £1.49.

Bah Humbug was introduced for Christmas 2003 as Wychwood's Christmas beer and was a big success. It is a 6% abv brew using not just the traditional Maris Otter malted barley and target hops, but also a big sprinkling of cinnamon. The effect of the cinnamon is to give a spicy, almost banana-like flavour as often found on German wheat beers. Exclusive seasonally to Sainsbury’s in 500ml flint bottle.