________________________________ Wrexham
Lager
and Whitley Neil , so with the Wrexham Lager Beer Co looking to expand overseas , I entered the business to grow market awareness and capitalize on growth opportunities .”
Global expansion
Turning to growth , James shares that the company ’ s strategy is based around four key pillars . “ Firstly , quality is key ; we don ’ t use chemicals to speed up the brewing process , instead leaving the lager to brew naturally for over four weeks ,” he explains . “ The products – Wrexham Lager , Wrexham Export , and Wrexham Pilsener – are original recipes and we ’ ve implemented several checks to ensure both quality and consistency . Our lagers have also won several awards , including gold medals in the Asian Beer Challenge and in Frankfurt , Germany .
“ The second pillar is to strengthen brand awareness through our values of community and hard work , which fits very much with the ‘ Welcome to Wrexham ’ ideology . We want to introduce a great tasting lager to all corners of the world , but we first must ensure our branding , assets , and trademarks provide a sufficient overhead structure in which to scale production . Understanding our customers is also key , as well as putting the right team in place to drive our footprint and identify additional routes to market .
“ Our third and fourth pillars are all about expansion and brand awareness ,” he states . “ In the UK specifically , we ’ re changing the dialog from being a regional business with limited growth opportunities to instead becoming a national brand that engages with national grocery chains . As we ’ ve grown in the UK , we ’ ve opened new channels like convenience stores and wholesale , as well as securing contracts with major players like Tesco , Sainsbury ’ s , Asda , Iceland , and The Co-Op .
“ In terms of international expansion , we ’ ve recently launched across Scandinavia and we ’ re about to go live with distribution across Australia through a listing with Dan Murphy ’ s , a premium chain of convenience stores . The ‘ Welcome to Wrexham ’ documentary has naturally raised awareness of the Wrexham Lager Beer Co across the entirety of North America , particularly in Vancouver , Canada , the home of Ryan Reynolds . This awareness is transpiring into several conversations with North American distributors to bring our products to the US and Canada .
“ I ’ m happy to tell you that Wrexham Lager will be available to drink in the stadiums
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