Sheffield brewery reinvents itself online after lockdown killed 95 per cent of business

A Sheffield brewery is launching its most famous beer in cans after lockdown killed off 95 per cent of business overnight.

Sunday, 3rd May 2020, 4:22 pm

Abbeydale Brewery is selling Moonshine in 440ml tins after re-inventing itself as an on-line retailer.

The award-winning brew was launched 24 years ago but still accounts for half of all production at the 20-strong company on Aizlewood Road.

The firm has ‘significantly adapted’ to the crisis by producing more cans and mini-kegs, with staff and couriers delivering locally and further afield.

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From left: commerce manager Carly Honeycombe, brewer Christie Mcintosh and sales director Dan Baxter.

And it has started a ‘pay it forward’ scheme, where online customers can nominate a pub which will get money off orders with Abbeydale when they reopen.

Brewery director Dan Baxter said Moonshine in cans had been a long-term ambition but the crisis had brought it forward.

He added: “Moonshine is a beer which has so many loyal followers, especially in Sheffield which drinks about 70 per cent of all the Moonshine we make. We have responded by moving those plans forward, allowing drinkers to consume our most popular beer at home.”

The recipe is the same as the cask beer, he added.

Moonshine canning line.

Moonshine won Sheffield’s Steel City Beer Festival on its first appearance in 1996. Other accolades include Champion Beer of Yorkshire 2012, runner up Champion Beer of Yorkshire 2017, and a national bronze medal in the Golden Ale category at the Champion Beer of Britain Awards in 2018.

Before lockdown, some 80 per cent of beer the firm produced went into casks.

Moonshine in cans launches on Tuesday May 12. But it can be pre-ordered from Monday May 4.

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Moonshine in cans.

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