Steven Smith, left and Michael Thompson
Timing is everything in PR and today (7 November) is a perfect day to share great news about Vaux Brewery as the team help to celebrate the Foundation of Light’s 18th birthday with a new beer called Roker Roar.
The company commissioned local artist Chris Cummings to come up with some artwork to use on the label, with a nod to the original Roker Roar on the advertising hoardings.
Vaux Brewery director, Michael Thompson explained: “The Vaux name has a longstanding connection to Sunderland AFC and we really wanted to continue this tradition of having close links with football in the city. We were asked by the Foundation of Light if we could create a beer to celebrate their 18th birthday and we’d been looking for a good time to do a re-release of Roker Roar so thought that would work well given the close links between the Foundation and the football club.
We have also agreed to donate 10% of the sales of the beer to the foundation to support their fantastic work in the community.”
As well as this new beer, Vaux is well on the way to customising their vintage Peugeot van which should be ready by the end of this month.
Steven Smith said: “We saw an opportunity for us to showcase our products at the various events and festivals around the region, and for people to be able to hire it for private events. It’s being restored by a specialist company in East Boldon and will have hand-painted signs which seems right for a vehicle of its age. Keith Laws, of LDS, is providing the cellaring equipment and we love the fact that he worked for the original Vaux Breweries for years so it’s nice to have another connection back to the old brewery.”
The company are having a wooden bar custom-made which can collapse down and be used alongside the van. The bar will be over 2.5 metres long to allow plenty of space for the initial four beer lines plus room to expand the number of lines over time.
Steven Smith said: “What we are particularly looking forward to, with this mobile bar, is being able to customise the beer selection to the type of event and also the time of the year so as to provide a different experience each time it is used.”
The merchandise side of Vaux Brewery is similarly going really well with a great and growing appetite for memorabilia.There are more t-shirts now available on the company’s website as the original batch sold out, having been exported round the world including Australia and America.
They have also had a great response to their limited edition glassware created in collaboration with local artist Kathryn Robertson. The glass features a line-drawn cityscape with a Vaux billboard included and a few famous Sunderland buildings.
Next month we’ll take a look at the van and see what else the guys have been up to!