A tipping point for pubs
‘Independent venues are under pressure. Rising costs, falling footfall and shifting habits have pushed many to the brink, with UK pub numbers dropping below 100,000 for the first time in two decades.
During one of the toughest trading periods of the year – the post-January slump where habits change and cash flow tightens – we created Fusion to give something back to the trade
More than just another collab
Brand collaborations are enjoyed throughout the craft beer industry, often creating excitement and buzz. What if we could bring together a group of passionate industry partners to create something special to drive footfall, increase margins and give people a reason to return? To deliver practical and real financial impact when venues need it most.
Brewed for the trade
Fusion Pale Ale is brewed by the community, for the community – with partners providing ingredients and time for free. The result is a high-quality pale ale offered to independent venues at a price that maximises GP per pint.
Launched as a keg-only beer on ‘Fusion Day’ – the first Thursday of February – it gives pubs a timely reason to bring people back through the door.
Building momentum year-on-year
Kegs sold out within a day. And venues saw an immediate boost to cash flow and footfall at a critical point in the trading calendar.
More than that, Fusion became a symbol of what the industry can do together — a practical, creative solution delivering real support where it’s needed most.
Fusion returned the following year with a 67% increase in production and the introduction of cans as a response to bottle shop demand, greatly extending reach and impact.
Collaborators
Yakima Chief Hops
Track Brewing Co.
White Labs
Crisp Malt
