A director of a Liverpool brand and design agency is offering a shot in the arm to pubs and punters alike with the launch of a new, sold-at-cost pale ale designed to support the hospitality trade through current tough times.
In 2023, Continuous’ client services director David Beattie saw an alarming number of independent pubs, bars, and restaurants closing, and decided to do something about it.
Working alongside his friend Luke Kulchstein, senior marketing manager at London-based hop farm network Yakima Chief Hops, the idea of Fusion was born – a collaboration of like-minded experts focused on creating a product to support the on-trade.
Fusion is a collaboration between Continuous, Yakima Chief Hops, fermentation specialist White Labs Copenhagen, Norfolk-based UK malt suppliers Crisp Malt, and Manchester’s Track Brewing Company – who have all donated time, experience, craft, and products to make an amazing pale ale.
Made by the community, for the community, Fusion Pale Ale is sold at cost to drive a disproportionate profit for participating independent venues across the UK – particularly welcome during the post-New Year period, which tends to be slow even without a cost of living crisis to contend with.
The brew initially launched at the beginning of last year, when Beattie spoke of his desire to make the beer an “annual event.”
One of the venues that participated in the 2024 event said: “This wonderful project had a positive impact for Ghost Whale. January is a tough month for the whole beer industry so being able to offer a great quality draft beer to customers for an attractive price whilst making higher than usual margins on the beer is a win-win that helped soften the blow of January’s usual rate of sale.”
Turning to 2025’s batch, Beattie added: “It was an absolute pleasure getting to work with Yakima Chief Hops White Labs Inc Crisp Malt and Track Brewing Company on Fusion last year.
“I’m delighted to see it return this year, bigger and better than last year – to support more great independent venues across the country.”
A full list of venues stocking Fusion 2025 will be released this week, and the collaborators will host the official 2025 launch at the Buyers Club on Liverpool’s Harman Street on February 6, from 6pm.
