Leeds integrated PR agency Prohibition has been appointed as the sole retained consumer agency for Black Sheep, the Yorkshire brewery.
Prohibition has been hired to work on a variety of integrated briefs centring around the repositioning of cask ale as a category and reaching a younger and more diverse audience. It will also promote the “new wave” of experimental beers brewed by Black Sheep, as well as its core range of beers.
The Masham-based brewer hopes to push its challenger position and capitalise on the post-lockdown return to bars and pubs through the new partnership, which will see Prohibition work across PR, experiential, social, content creation, influencer relations and strategy.
Prohibition will also promote the new sponsorship by the brewery of League Two club Harrogate Town AFC – of which Black Sheep is the official beer – through match day activations and stunts.
“We’re really pleased to be working with Prohibition, whose company values match our own,” said Jack Scott-Paul, Brand and Communications Manager at Black Sheep Brewery. “Their passion for the brand, and bold, creative approach really helped set them apart.
“Following the closure of pubs in 2020, we’re ready to come back with a bang and we’re confident that Prohibition will help us do that, and drive us forward.”
Will Ockenden, Director and Co-owner at Prohibition, added: “I must admit, for many of us, this really is a dream brief, combining a number of things myself and my team are passionate about; beer, football and an authentic and ambitious brand willing to be outspoken and take some risks.”