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Events

February 1, 2024

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

David Beattie

Client Director

“This is new, it puts the on-trade first, and celebrates everything that’s great about the craft beer world.”‍

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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.

The Fusion logo

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.

North West

Anchor & Hops, Stockton Heath

Batch Bottlestore, Altrincham

Bottle, Stockport

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

Ebenezers, Crewe

Ebenezers, Nantwich

Fell Bar, Chorlton

Fell Bar, KendalFell Bar, Penrith

Five Clouds, Macclesfield

Harcourt, Altrincham

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

Libero, Altrincham

Little Street Cellar, Congleton

Outpost, Liverpool

Plug & Taps, Preston

Port Street Beer House, Manchester

Pray Tell, Sale

R&G's Beer Vault, Macclesfield

R2BC, Burnage

Real Crafty, Wigan

Reddish Ale, Stockport

Sherringtons, Wigan

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

Midlands

Barley Twist, Nottingham

BottleCraft, Stoke-on-Trent

Canalhouse, Nottingham

Hip Hops Bar + Store, Stoke-on-Trent

JG Barbers, Nottingham

Junk Yard, Nottingham

Lincolnshire Poacher, Nottingham

Mellards, Newcastle-Under-Lyme

RAD beer, Shrewsbury

The Embankment, Nottingham

The Hopwater Cellar, Newcastle-Under-Lyme

Trentham Craft Bar, Stoke-on-Trent

Vat & Fiddle, Nottingham

London

Beer Shop, St Albans

Caps and Taps, London

Craft Metropolis

Ghost Whale, Brixton

Ghost Whale, Putney

indiebeer, London

Yorkshire

Bottle & Co, Mapplewell

Brownhill & Co., Leeds

Dead Donkey Bar, Sheffield

Drink, Hebden Bridge

Dukes, Halifax

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

O’Briens,  Holmfirth

Starling, Harrogate

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

Wales

BeerRiff Brewing

South East

The Hive Craft ltd

Thirsty, Cambridge

Hopsters, Ipswich

North East

Axis, GatesheadBrass Monkey Beer Boutique, Guisborough

Hazy Daze, Whitley Bay

Scotland

Grunting Growler, Glasgow

South West

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 sales@trackbrewing.co 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 david.beattie@wearecontinuous.net.

Our team of creatives at Continuous has been co-creating the Fusion brand alongside the visionaries at Track

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.

Track is a renowned Manchester-based brewery, specialising in hop-forward IPAs and Pale Ales born from adventure

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

Yakima Chief Hops is 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

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

White Labs is made up of a US-based team of dedicated biochemists advancing fermentation and cultivating community

Crisp Malt

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

Crisp Malt has been supplying the finest UK malt to brewers and distillers across the globe for over 150 years

Continuous 

The team behind our future-focussed brand agency, Continuous, has plenty of experience in the drinks world – working with brands from Fever-Tree and Bedrock Gin to Innocent Drinks, and more

“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

The team behind our future-focussed brand agency, Continuous, has plenty of experience in the drinks world – working with brands from Fever-Tree and Bedrock Gin to Innocent Drinks, and more

If you’d like to find out more about Fusion Day or have a question for any of our collaborators, please email david.beattie@wearecontinuous.net.

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