Crumbs & Crafty!
Food waste fighting B-Corp beer brand
Crumbs Brewing joins the Crafty Brewing Group
Crumbs Brewing, the award-winning beer brand with a purpose to create a world with less waste and more taste, has formed a new commercial relationship with Crafty Brewing to support the continued growth of their brand.
Under the new licensing agreement, Crafty will exclusively brew and sell Crumbs beers nationwide from June
The businesses will remain distinct with Crumbs retaining ownership of their brand and continued involvement in the strategic direction of any activity.
As Crafty have been supporting Crumbs with the brewing of their beers for the past 2 years, there will be no change to the quality and deliciousness of their brews. The new relationship will mean Crumbs will be able to get
their beers to more people in more places by leveraging the wider resources within the Crafty Brewing business.
This new agreement follows Crafty Brewing’s recent acquisition of Ridgeway Brewing. The important first steps in the Crafty business building a diverse and desirable portfolio of brands to offer their customers.
Crafty CEO Luke Herman said; “Working with everyone behind Crumbs has been a pleasure these last few years. It is always refreshing working with people who know how this industry and, more importantly, good beer
works. When starting out, it’s impossible to know how the cookie will crumble but Crafty and Crumbs has a bright future.”
The new relationship reflects a need to more efficiently serve the growing demand for products that not only taste great but also put a positive, sustainable purpose at the heart of everything they do.
Crumbs Co-founder, Morgan Arnell said; “We’ve come a long way since we originally partnered with our local bakery in Surrey to turn their unsold loaves into delicious brews. Their passion for the bakes they created inspired us to make the best possible brews from the left-over loaves they gave us. Just because something is waste doesn’t mean you should be any less demanding of its quality. As we’ve continued to source more surplus loaves from a network of likeminded artisan bakers across the UK that has reframed our ambition from ‘local’ brand to national and indeed international growth. More overtly tapping into the brilliant team at Crafty and the resource and opportunities they can offer is an absolute no brainer”
Crumbs recent listing with OCADO group and long-term relationships with UK institutions like the National Trust
offer a strong basis for the continued success of the brand. The Crafty Group’s on-trade expertise and wider
national (and international) footprint will be invaluable for all involved to continue to thrive in an increasingly
competitive landscape.
Crafty have also been recognised for their innovative and flexible approach to the creation of bespoke and unique brews, tailored to their customers. This spirit of innovation fits perfectly with the Crumbs teams’ unconventional approach to brewing. The groups brewing operations will now also take place on one of the most sustainable brewing sites in the UK.
Powered by solar energy, heat pump technology and the use of reed beds to manage the impact of wastewater. The operations are streets ahead of many other breweries in the UK and fit perfectly with the ethos
