Black Sheep – Launching carbon neutral ale

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Black Sheep launched a new, permanent addition to its cask range called Respire – a completely carbon neutral cask beer, that was designed to appeal to a non-core cask consumer base, who are more engaged with sustainability/environmental issues.

Prohibition was briefed to launch the drink to a new, younger and more diverse demographic on a low budget through creative PR and content. Having identified a growing trend for unusual pop-up bars and restaurants – we decided to launch “The Breathe Inn”; a pop-up bar situated in the heart of the Yorkshire Dales, with only one beer on tap – Respire.

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