Wadworth targets 65 managed sites after £6.5m investment

Managed goals: Welham has said the pubco is targeting 65 managed sites

Wadworth is looking to take its managed estate to 65 sites in the years ahead, The Morning Advertiser (MA) understands.

The pubco’s CEO Chris Welham told MA the company had ambitions of operating 65 managed sites within five years, calling the estate “our engine of growth”.

The revelation came after the pubco announced it had acquired three more sites for its managed estate, now totalling more than 50.

The Devizes-based operator, in Wiltshire, has pumped £6.5m into the acquisitions and renovation of its three most recently acquired properties.

South of England focus

The three sites taken on were in the south of England, where the company is focusing, and included the Dolphin in Botley, Hampshire; the Bird in the Hand in Reading, Berkshire; and the Stag Hotel in Redhill, Surrey.

Welham said the acquisitions were “testament to our ambitious growth strategy and continued commitment to expansion”.

The brewer and pub operator recently refreshed the branding of its entire bottled beer range, including changes to labelling that would allow easier exporting to 11 countries.

Each bottle was given a modern, colourful label yet retained the general feel of Wadworth’s heritage.

Wadworth head of marketing and communications Elaine Beckett outlined the redesign and how its history affected the new look.

‘New bottled beer design’

She said: “There has been a great sense of anticipation about the new bottled beer design at Wadworth and we are excited to see how retailers and consumers react to it."

Beckett added: “Wadworth is an energetic and forward-thinking brand and it is important our beers reflect this.

“We have more than 100 years of knowledge and experience in craft brewing and have always moved with the times while retaining our brand heritage.

“The new look and feel is reflective of our status as a genuine original craft brewer that continues to cater for our original beer drinkers, but looks to target an emerging market of younger beer drinkers.”

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