Creating a TV commercial for a 50-year-old finance brand
A cross-supplier collaboration between the very best of the beer industry launching this February
The UK on-trade scene is going through it. Venues are below 100,000 for the first time in 20 years – with an average of six establishments closing each day.
With Dry January and the never-ending implications of the cost of living crisis, the start of this year is set to be another very challenging trading period.
So, to give back to the drinks industry, we’ve joined forces with the incredible minds behind Track Brewing Co., Yakima Chief Hops, White Labs Copenhagen, and Crisp Malt, to create something special. A compelling reason for consumers to mobilise and get back into their favourite venues.
What’s powering this movement? Fusion Pale Ale (5.1%), a keg-only celebration of industry, collaboration, and community which will launch each year in early February on Fusion Day.
01. When’s the launch?
This year, Fusion Day will be held on Thursday, February 8, from 6pm.
02. Which venues will be selling Fusion Pale Ale?
You'll be able to order Fusion Pale Ale at the venues below. We'll be updating the list as more venues sign up.
Anchor & Hops, Stockton Heath
Batch Bottlestore, Altrincham
Cafe Beermoth, Manchester
Chain House Brewing Co, Preston
Craft & Crust, Preston
Craft Brewtique, Urmston
Crafty Beggars Ale House, Preston
Dead Crafty, Liverpool
Dexter and Jones, Knutsford
Fell Bar, Chorlton
Fell Bar, KendalFell Bar, Penrith
Five Clouds, Macclesfield
Heaton Hops, Stockport
Hops & Boogie, Sale
HopScotch Whisky Bar, Liverpool
Indie Hops, Chester
Jack In The Box, Altrincham
Keg, Cask & Bottle, Prestwich
Lapwing Deli, Didsbury
Little Street Cellar, Congleton
Plug & Taps, Preston
Port Street Beer House, Manchester
Pray Tell, Sale
R&G's Beer Vault, Macclesfield
Real Crafty, Wigan
Reddish Ale, Stockport
That Beer Place, Chester
The Beacon, Altrincham
The Belvedere Arms, Liverpool
The Black Toad, Hoylake
The Bow Legged Beagle, The Wirral
The Cavern of the Curious Gnome, Chester
The Cellar, Chester
The Cobbles, Sandbach
The Firkin, Newton le Willows
The Nothern Type, Eccles
The Old Tap, Liverpool
The Royal Oak, Cartmel
Winckley Street Ale House, Preston
Withington Public Hall Institute, Withington
Wonky Pear, Congleton
Barley Twist, Nottingham
Hip Hops Bar + Store, Stoke-on-Trent
JG Barbers, Nottingham
Junk Yard, Nottingham
Lincolnshire Poacher, Nottingham
RAD beer, Shrewsbury
The Embankment, Nottingham
The Hopwater Cellar, Newcastle-Under-Lyme
Trentham Craft Bar, Stoke-on-Trent
Vat & Fiddle, Nottingham
Beer Shop, St Albans
Caps and Taps, London
Ghost Whale, Brixton
Ghost Whale, Putney
Bottle & Co, Mapplewell
Brownhill & Co., Leeds
Dead Donkey Bar, Sheffield
Drink, Hebden Bridge
Friends of Ham, Ilkley
Friends of Ham, Leeds
Fuggle and Golding, Ilkley
Hideaway Craft House, Huddersfield
Husk Beer Emporium, Harrogate
INDII Brew Co, Sowerby Bridge
The Beer Stop at Dronfield, Dronfield
The Draughtsman Alehouse, Doncaster
The Hoptimist, Leeds
The Old Shoe, Sheffield
The Punch Bowl, Sheffield
Trembling Madness Ltd, York
Whitelock's Ale House, Leeds
The Hive Craft ltd
Axis, GatesheadBrass Monkey Beer Boutique, Guisborough
Hazy Daze, Whitley Bay
Grunting Growler, Glasgow
Alpha Bottle Shop & Tap, Bristol
Kingsmead Street Bottle, Bath
Palmer Street Bottle, Somerset
Red Elephant Beer Cellar, Cornwall
The Old Bookshop, Bristol
Vessel Beer Shop, Plymouth
03. How can venues get involved?
If you work for or own a UK-based venue and would like to stock Fusion Pale Ale, please email firstname.lastname@example.org for more information.
To learn more about the project or to get involved in Fusion Day 2025, contact our Senior Client Director, David Beattie via email@example.com.
04. Who’s involved in the collaboration?
As well as our team at Continuous, four innovative industry leaders, from across the drinks world, have given up their time and resources for free to make this collaboration what it is.
Track Brewing Co.
Renowned Manchester-based brewery, specialising in hop-forward IPAs and Pale Ales born from adventure
“If there’s something we’ve learned about our industry, it’s that there is a thread of togetherness that runs deep and right through the whole supply chain. From maltsters, hop growers, yeast labs, and breweries, to independent bars and bottle shops up and down the country. When we were approached by our partners to create a brew that supports those who support us, we jumped at it. Our collective goal was simple; make a delicious, fairly-priced keg that drives revenue directly to local bars during this difficult time. We know that this beer is no magic wand, but craft beer is built on a connection and community and we are honoured to be a part of it.”
– Stefan Melbourne, Events & Creative Manager, Track Brewing Co.
Yakima Chief Hops
The world’s largest 100% grower-owned hop company, on a mission to connect multi-generational family hop farms with the world’s finest brewers
“This project is a chance for us to give a gift from one end of our supply chain to the other, with pubs and bars – the often-forgotten link – once again becoming the place where everyone comes together. For me personally, I also think it’s an opportunity for some of the best ingredients suppliers in the world to come together with one of the country’s best brewers and make something truly special to benefit the on-trade – without which none of us would have found the passion that drew us all to this industry in the first place. Without pubs and bars, where would drinkers discover new beers, breweries, and indeed hops to fall in love with?”
– Luke Kulchstein, Marketing Lead (Europe), Yakima Chief Hops
White Labs Copenhagen
US-based team of dedicated biochemists advancing fermentation and cultivating community
“Acknowledging the challenges the industry has faced in recent years, we understand the impact felt by all. By working together alongside industry leaders we can offer the market a hopeful kickstart to 2024 with an easygoing, drinkable beer, at a reasonable price point. This is an opportunity for pub-goers, craft beer enthusiasts, and anyone in between to get out to their local and give the industry the support it deserves, without breaking the bank. Without yeast, there would be no beer, and without the great community and togetherness shared over craft beer, we wouldn’t be here without you!”
– George Burke, Sales & Customer Service Europe, White Labs Copenhagen
Crisp Malt have been supplying the finest UK malt to brewers and distillers across the globe for over 150 years
“I have a passion for the quality ingredients and technical knowledge you need to make a great beer. The malts, hops and yeast used to make this beer are some of the best in the world. Matched with the brewing team at Track, this will be one of the great beers. There is no better place to enjoy a beer than in a bar or pub, we are nothing without them.”
– Mike Benson, Craft Sales Brewing Manager (UK North West & Wales), Crips Malt
“Having worked in the industry and with many drinks brands, we understand the issues that brands are currently up against. We wanted to do something to instil action in consumers and to provide tangible benefits to those at the front line, rather than just talking about it. We know that collaborations are nothing new in the beer world, but this is new in that it puts the on-trade first. Together, we’ve created a quality beer designed to be consumed fresh, made from world class ingredients and crafted by one of the best breweries in the UK. Our hope is that it encourages people to get up off their sofas, go to the pub and remember everything that’s great about the craft beer world – collaboration and community.”
– David Beattie, Senior Client Director, Continuous
If you’d like to find out more about Fusion Day or have a question for any of our collaborators, please email firstname.lastname@example.org.
When uncertainty and shifting expectations are the new normal, brands no longer need radical transformation. What’s needed is long-term thinking and the ability to adapt quickly.
Start with an email, and we’ll be in touch within 24 hours to organise a phone call, video chat, or face-to-face coffee – whatever works best for you.