Craft brewer invests £1.5m in international growth

By James Ridler contact

- Last updated on GMT

Wooha's £1.5m investment will help the brand grow internationally
Wooha's £1.5m investment will help the brand grow internationally

Related tags: Drinks

Scottish craft brewery WooHa Brewing Company has completed a £1.5m investment into international expansion and a full rebrand of the business.

Partially funded by a successful £600,000 round of crowdfunding, the rebrand will span the Moray-based brewer’s entire portfolio, with the aim of making its products more appealing overseas.

While it already ships its products across the globe, WooHa said it recognised the need to tailor its brand to its growing international audience. As such, the rebrand does away with the cartoon cow imagery, while paying homage to its Scottish heritage.

Streamline the brand and boost sales

WooHa founder and chief executive Heather McDonald said: “Our main concerns with creating a new look were to streamline the brand and boost sales by creating a more vibrant, eye-catching label to reflect the friendliness of our brewery and appeal to our international markets. Our latest listing with ​[fine food distributor] Cress Co will enhance our domestic trade audience.

“We are living in a time where the little things are becoming more important than ever before, which is why we believe the new additions, including Hello Friday, will appeal to investors, as well as new and existing customers.

The rebrand also marked the start of the producer’s plans to expand current production by 17 times over the next three years, with capacity expected to grow from 5,000 hectolitres to 88,000 by June 2023. This would be supported by the introduction of four new additions to its range (see box below).

A focus on expansion

“This is one of the first steps on our journey of continued growth. Our vision remains strongly focused on the expansion of WooHa and we are continuing to work on bringing high-quality craft beers to our customers across the globe,”​ McDonald added.

“Our bold new look brings a completely fresh perspective to the brand. It represents the brewery's fun and energetic persona and our ambitious plans for expansion.”

Meanwhile, earlier this month, Freaks of Nature, the Yorkshire plant-based chilled desserts producer, revealed it was investing £1m in its manufacturing facilities to keep pace with demand for its chilled desserts and hot puddings.

Related topics: Markets

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