Theakston aims to highlight heritage

Yorkshire-based brewer Theakston has called in Ram PR as it prepares to consolidate its position as a leading supplier of traditional ales, nearly two years after it was bought back from Scottish & Newcastle.

The Theakston family struck a deal with S&N to regain control in 2003, taking on local agency Green Communication to highlight the brewer's independent status.

After a four-way pitch involving Green, Theakston selected Ram for a retained trade and consumer brief that will see the agency target national, regional and trade press.

Theakston executive director Simon Theakston said Ram was tasked with promoting the brewer's heritage as a purveyor of 'fine ales, good food and good company'.

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