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Lovibonds Brewery Newsletter |
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April 1, 2011-
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/* Please NOTE, this was an April
Fools newsletter !!! */ |
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Special Announcement |
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friends and fans of Lovibonds beer, |
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When I started Lovibonds Brewery in 2005, drinkers
in the UK weren't quite sure what to make of our new
world beer styles and our new fangled method of
dispense. We were on the forefront of
introducing "craft beer" to the UK. I couldn't
imagine the explosive growth that craft beer has had
in the last few years, or the amazing creativity of
a new breed of brewers, and the discovery of the
amazing possibilities of beer by a whole new
generation of drinkers. |
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I am very proud of Lovibonds' contribution to this
craft beer movement, of the many awards won, our
growing number of employees, our support of the
local community, and the friendship I have gained in
so many beer lovers in Henley-on-Thames and beyond.
As many of you know, last month a trademark for
our
69 IPA was
opposed by the multinational drinks company
Diageo. We went though some very long
negotiation sessions with brand managers and it
looked as though we would have to relinquish our
trademark application for the extremely popular
69 IPA. |
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For the last year or so we have not been able to
keep up with the demand, to the
point where we have not been able to take on new
customers. We've explored many possibilities
in trying to fund the expansion of Lovibonds to be
able to take our brands further afield, but have
been unsuccessful. Like most businesses, the key
is distribution. When is the last time you
were in a pub that didn't have Diageo's main beer
brand Guinness? This is the sort of
monopolistic distribution that the Lovibonds brands
deserve. Today, I proudly announce that
Lovibonds has accepted a Diageo offer of 1.4 million
Euros for the rights to brew and distribute all of
Lovibonds Brewery brands, globally. |
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I know this will leave many of you wondering about
the fate of your favourite beer, but I must ask that
you have faith in us and our new business partner.
I have been flying back and forth to Dublin for
several months now as we do 2000hl pilot batches,
trying our best to flavour match the recipes.
Jason Stevenson will carry on in charge of
integrating the existing Lovibond's operations and
logistics with Diageo. For the foreseeable
future we will be keeping our tasting room in
Henley-on-Thames open, with the addition of at least
one new beer to the bar. |
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I have accepted an offer to carry on as Chief Beer
Officer in charge of beer innovation at Diageo.
As you may know Diageo have struggled in the
innovation department, with a string of failed 'new'
brands such as Guinness Red and Guinness Black
Lager. This is a very exciting position for me
and I will be using this opportunity to help
introduce a relatively new style of beer, the Black
IPA to the masses. Please stay tuned for the
launch of Guinness IPA in select markets in the
second half of 2011. |
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I hope you agree that this a great opportunity for
us to spread the 'Lov' to a much wider audience and
that you will support us during our transition. |
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| Yours in beer, |
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| Jeff Rosenmeier - Chairman of the Beer |
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