Sheffield brewery's lockdown can launch smashes expectations

Abbeydale produced 10,000 cans of Moonshine and sold 80 per cent as pre-orders in the week before its official launch.

Most were snapped up locally but some were shipped around the country - including a six-pack to Aberdeen.

Bosses at the firm on on Aizlewood Road have been overwhelmed by the response and say the product will be available permanently from now on.

Moonshine in cans had been a long-term ambition, but the crisis - which killed 95 per cent of business overnight - brought it forward.

Sales director, Dan Baxter, said: “We had hoped our regular drinkers would be excited about Moonshine going into cans as the team were, but the response has absolutely smashed our expectations.

“We hope everyone enjoys a little bit of Moonshine magic in their home during these challenging times, whilst we all wait patiently for the pubs to re-open.

“Luckily we are still operational at the moment, of course working with social distancing in the workplace and with strict protocols to ensure the safety of our staff.

“This means we have been able to brew more Moonshine, so we will be canning more later this week, another 20,000 cans!, and intend to keep them as part of our regular offering moving forwards.”

Before lockdown some 80 per cent of beer went into casks destined for pubs.

After lockdown the 20-strong company re-invented itself as an online retailer, with staff and couriers delivering locally beer and further afield. It also sells to independent retailers.

Moonshine launched 24 years ago but still accounts for half of all production at Abbeydale. It 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.

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