A beer brand created by players from Newcastle Falcons is set for a boost after they struck a deal with a local hospitality firm.
Carl Fearns, Logovi’i Mulipola, Will Welch and Michael Young are the team behind Manuia Beer, a new craft beer brand they have been working on away from the rugby pitch. Their first brew FiaFia Pilsner has, so far, only been available at a select number of single site venues.
But now the team has made a deal which will see the brand stocked by Newcastle-based pub with rooms operator The Inn Collection Group. It will have its first wide-scale distribution in The Inn Collection Group’s properties, with the drink available at its 18 pubs across the North of England and North Wales.
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Loosely translating from Samoan as ‘to be happy, to come together and to celebrate’, Fiafia is a 4.4% pilsner, and the founders said the brand has been created to embrace Mr Mulipola’s heritage as a means of standing out in a competitive market. The branding takes its inspirationy from the tribal pattern of the former Samoan international’s traditional tattoo and from the kava bowl, an important symbol of hospitality, occasion, and tradition within the Samoan culture.
Michael Young, scrum half at Newcastle Falcons, said: “We’re really happy to have FiaFia in stock across The Inn Collection Group. We love what they are doing as a company and it is great to introduce our drink to their customers. We first started looking at working with them after meeting Gary and Sean (Donkin, The Inn Collection Group’s managing director) at Falcons’ games and we’re really grateful that they’re offering this opportunity.
“The drink is one that we hope appeals to a wide range of people and being stocked across the North East, the Lake District, Yorkshire, Lancashire and North Wales gives us a great opportunity to introduce it to them.”
The players are working in partnership with Newcastle-based Full Circle Brew Co to create their brew.
Gary Turner, commercial manager at The Inn Collection Group added: “It’s great to get the guy’s beer into stock ahead of this year’s Six Nations. As a company, we like our rugby and I’m pleased that we are supporting this venture from lads who play for our local club. We like to embrace innovative new products and offer something different and Manuia ticks that box whilst also having the provenance of the beer being brewed in the North East at a Newcastle brewery.
“The branding is really strong, and I love the story around the Samoan culture being embraced to create that. I think it adds to the interest around what is a very enjoyable drink and I really hope we can help the guys promote a great product.”
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