Saturday, February 24, 2024

First look at historic Norfolk brewery’s shiny new rebrand

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All Day Brewing, located at Salle Moor Hall Farm, near Reepham, will welcome customers year-round, starting this winter, in a move the team hopes will help it achieve steady cash flow, no matter what the season.

Eastern Daily Press: All Day Brewing Company at Salle Moor Hall Farm.All Day Brewing Company at Salle Moor Hall Farm. (Image: Newsquest)

New owners bought out the business last December, following a challenging few years for the microbrewery. 

Now, 12 months on, the team said it’s ready to expand its offering. 

READ MORE: Meet the brewery refusing to raise prices despite spiralling costs

Co-owner Richard Coe said: “Usually the brewery closes down for winter, but we’ve decided to stay open to give people the chance to enjoy it year-round.

Eastern Daily Press: Richard Coe, right, owner of the new All Day Brewing Company, with Antony Moore, asset manager at Salle Moor Hall Farm.Richard Coe, right, owner of the new All Day Brewing Company, with Antony Moore, asset manager at Salle Moor Hall Farm. (Image: Newsquest)

“One of the big benefits of this is that we can take Christmas bookings, which has already proved popular.”

Since taking over, the new owners have been working on a rebrand for the venue, led by digital marketing agency Local IQ. 

The new labelling, website, and marketing materials will launch this week, marking “a new era” for the brewery.

Eastern Daily Press: Beer from the All Day Brewing Company at Salle Moor Hall Farm.Beer from the All Day Brewing Company at Salle Moor Hall Farm. (Image: Newsquest)

Mr Coe said: “Alongside the new branding we have a new head brewer, who’s working alongside the current brewer to take things to the next level.

“All Day Brewing has always had a great reputation for wild yeast beers and barrel-aged sours, but it was less known for the cask ales.

“We’ve been developing those for sale, which is exciting and helps us bring our customers even more variety.”

Eastern Daily Press: Jake Oulsnam, head brewer, at the new All Day Brewing Company at Salle Moor Hall Farm.Jake Oulsnam, head brewer, at the new All Day Brewing Company at Salle Moor Hall Farm. (Image: Newsquest)

As well as new beers and branding, the venue is set to host several events for the first time in the new year.

Mr Coe said he was especially excited for “Mediaeval feast” nights, and an “anti-valentines day” event.

He added: “Getting to this point has required a big investment, so we’re continuing to look at ways to not only stay afloat, but to generate steady cash flow.

“For us, that means listening to what people want, and producing that in a quality way.”

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