Leeds brewery Northern Monk has increased its beer offerings and revamped its branding in a move to appeal to changing consumer demands.
The first addition to the brewer’s range is Origin, a 5.7% gluten-free IPA. Northern Monk founder Russell Bisset said the beer ‘represents the evolution of IPA’.
‘We’ve thought for a long time about introducing a gluten-free beer into the range,’ Bisset explained to Imbibe. ‘A number of people in the business are gluten-intolerant, and as a general rule we brew what we want to drink.’
Northern Monk has also added the lower-alcohol (2.8%) Striding Edge to its core offerings. This light IPA was originally brewed as part of the Patrons Project series, but has been brought back due to its popularity.
‘[Striding Edge] has been a favourite here at Northern Monk since its first release. I think there’s a greater appreciation of low- and lower-alcohol beers at the moment,’ commented Bisset.
The expansion of the brewery’s core range is part of a larger brand refresh that includes a new website, logo and updated packaging.
These developments were funded, at least in part, through the crowdfunding campaign Northern Monk held last March, which raised £1.5m in 13 days.
‘The intention of our crowdfunding campaign was always to refresh, expand and reach more people in new places,’ said Bisset. ‘Most of our short-term plans have been executed: a new canning line, extra capacity, a second taproom site in Manchester and the brand refresh.
‘We’re not ones to stand still, though – we’re already looking for potential new tap room sites both in London and the North.’