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Prohibition serves up Earth Day activation for Black Sheep


Leeds social and PR agency Prohibition has worked with Black Sheep to mark the launch of the brewery’s new carbon-neutral beer on Earth Day (April 22nd) at “the freshest beer garden in Yorkshire”.

It came up with the idea to open The Breathe Inn, a pop-up beneath the Ribblehead Viaduct in the Yorkshire Dales, where on Earth Day hikers were invited to try a free pint of the carbon-neutral brew and learn more about Black Sheep’s sustainability goals.

Respire, a Session IPA, is the most recent addition to Black Sheep’s range of cask beers, and has been produced following a detailed carbon footprinting project, before being offset through biodiversity projects via carbon credits.

The craft beer is now available at pubs across the UK, as well as at Black Sheep Brewery’s estate of pubs in York and Leeds.

Will Ockenden, Director and joint owner of Prohibition PR, said: “This was a great brief to work on. Black Sheep really is serious about taking a challenger stance in the market and repositioning Cask as a category, and this is the latest example of that.

“For Prohibition, it means the chance to really flex when it comes to creativity and deliver purpose-led work that matters.”

Prohibition PR started working with Black Sheep Brewery in summer 2021, with the aim of ‘repurposing’ cask ale to make it of more appeal to a younger demographic.

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