Theakston to develop South West market

l Theakston's South West 'ambassador' Freddie Price with The Rummer director and landlord Nigel Pushman

March 10, 2007: Theakston has appointed industry veteran Freddie Price as its sales development manager for the South West of England.

Barely a month after starting, 65-year old Freddie has already secured his first account for Theakstons Best Bitter at The Rummer, one of Bath’s oldest pubs.

Director Nigel Pushman said: “The Rummer is one of Bath’s oldest pubs — we serve our beers with a sense of history and quality and so Theakstons, which has been brewing fine ales for 180 years, was a very natural fit. We really have a sense that it belongs behind the bar.”

In his new role, Freddie, who lives at Portishead, near Bristol, will travel the region meeting landlords and promoting the Theakstons range. He has no less than 43 years experience in the drinks industry — 34 years in brand sales with brewing giant Scottish Courage and nine with Schweppes. He retired from the West and Wales division of Scottish Courage just five days before starting work with Theakstons.

He said: “I am looking forward to being the official face of Theakstons in the South West – landlords can expect a personal and friendly approach from me.

"Theakstons is a brand I believe in — they brew quality, handcrafted real ales with rich and distinctive flavours and you don’t have to be a connoisseur to appreciate that. It’s a brand which a strong heritage — they are one of the oldest independent breweries in the country.”

There are five permanent beers in the Theakstons range and each one is brewed to an individual recipe. There are four available in the South West — the iconic Old Peculier and XB ales are available in cask and bottle. Also available is Theakstons Best Bitter and Theakstons Mild, both in cask and keg, along with a range of seasonal ales.