Fusion Pale Ale returns as a creative lifeline for independent venues

Fusion Pale Ale, a 5.1% Pale Ale brewed by the community for the community, is back this Fusion Day, Thursday 5th February. At a time when Government support has been slow to materialise and February is notoriously tough for pubs, Fusion shows how creative collaboration can deliver practical, meaningful support.

Instigated in 2024 by Continuous brand agency and Yakima Chief Hops, and brought to life with Track Brewing Co., Crisp Malt, and White Labs, Fusion is more than a beer – it’s a strategic intervention.

Partners provide time and ingredients for free, allowing venues to access a competitively priced keg that maximises GP per pint and drives footfall during one of the quietest part of the year.

Last year, the initiative grew 67% and introduced cans to respond to bottle shop demand – a clear example of agile, creative problem-solving in action.

Shipley Triangle owner Gavin Hird says:

“Fusion is probably the most excellent hospitality initiative we’ve been part of.”

Winckley Street Alehouse adds:

“Energy costs, rental increases, and the increase in NI have left us running close to loss like never before, and everytime the Fusion emails drop in my inbox I get more excited than I do for any hype beer – it really does help and is an incredible beer, especially for the price.”

Adam Błaszczyk, Head of Sales at Track Brewing Co. comments:

“Being part of Fusion has been inspiring – it’s a collaborative, practical solution created by the industry for the industry.”

David Beattie, Fusion mastermind and Business Director at Continuous, concludes:

“Fusion proves what’s possible when creativity meets purpose. In a period when venues face tighter margins and falling footfall, it has delivered a tangible boost, demonstrating that collaboration, innovation, and smart action can make a difference even when wider support has been slow to appear.”

This Fusion Day, independent venues can raise a glass to a celebration of ingenuity, community, and the power of creative collaboration.

https://www.fusion.beer/