Based in York, the microbrewery Ainsty Ales has decided to launch an online shop. This will allow
it to target more audiences (in other regions of the UK and abroad) and to
increase sales.
During the first lockdown, the firm saw its business
decrease by over 80 percent. This was because the entire pub industry stopped
operating. Indeed, before that, 90% percent of its operations were directed at
pubs, restaurants and wholesalers. Something had to be done. Hence, Andy
Herrington, the creator of the company in 2014, decided to open a weekly drive-thru and a community shop
in April. Later on, he created a heated
outdoor Taproom.
After that, to embrace the new ‘retail’, he took the help of
Leeds City Region Enterprise Partnership (LEP) to benefit from the expertise of
a business coach. He could even obtain the finances needed to create an online
shop. He said, “The e-shop will allow us to open our door to craft
ale-lovers, nationwide, just in time of the second lockdown. Ultimately my goal
is for Ainsty Ales
to become an international brand”. As such, despite the coronavirus being a
blow, it has made him realise that there are more opportunities and markets
that the business can tap into.
Ainsty Ales is targeting new markets © Royalty-free image
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