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Brains Brewery
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Brains Brewery
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Brains (S. A. Brain & Company Ltd.) is a regional brewery based in Cardiff, Wales. It was founded in 1882 by Samuel Arthur Brain.[1] At its peak, the company controlled more than 250 pubs in South Wales (particularly in Cardiff), Mid Wales and the West Country but the brewer sold most of its pub estate in 2022.[2] The company took over Crown Buckley Brewery in Llanelli in 1997 and Hancock's Brewery in 1999. In 2000, Brains moved to the former Hancock's Brewery just south of Cardiff Central railway station. The Old Brewery, in Cardiff city centre, has been developed into a modern bar and restaurant complex.

Key Information

The company produces a range of beers under the Brains, Buckley's and Hancock's names. As part of their marketing strategy, Brains use shirt sponsorship for the Wales national rugby union team and the Crusaders Rugby League team.[3]

History

[edit]
The Brain's logo, complete with apostrophe, in stained-glass

The original brewery, believed to be the oldest in Cardiff, was established by the Thomas brothers in the 18th-century. In 1882 it was acquired by Samuel Arthur Brain, a brewer from Bristol, England, and his uncle Joseph Benjamin Brain, Chairman of the West of England Bank.[4] Part of the building dated from 1713 and it had been a brewery since at least 1822.[5][6]

In 1882, the brewery produced 100 barrels of beer a week and operated 11 pubs. By 1900 this had grown to 1,000 barrels of beer a week, supplying 80 of their public houses. The company became a limited company, S.A. Brain & Co Ltd, in April 1897 and purchased the business for £350,000.[7]

Brain's expanded the Old Brewery in 1914 by having a new brewery built in St Mary Street.

In 1997, Brain's took over Crown Buckley in Llanelli. It closed Crown Buckley's brewery and transferred production to Cardiff. In 1999, Brain's bought the former Hancock's Brewery just south of Cardiff Central railway station. In 2000, it moved production there, and in 2003 the Old Brewery was redeveloped as a bar and restaurant complex.

The Old Arcade pub on Church Street in Cardiff

Ownership remains in the Brain family; until 2009 the chairman was Chris Brain,[8] and since that date the company has been led by John Rhys, the great-great-grandson of the company's founder Samuel Arthur Brain.[9]

The Duke of Wellington pub on The Hayes in Cardiff

In March 2019, the new Dragon Brewery, at the Pacific Business Park in Tremorfa, was opened by Prince William, Duke of Cambridge, who was taken on a tour of the new facility by head brewer Bill Dobson.[9]

In December 2020, Brain's handed over the running of its 156 pubs via a 25-year lease-back deal to Marston's[10] Ninety-nine Brain's pubs were later put up for sale.[11]

In May 2022 it was announced that Brain's had sold the freehold and leasehold of 95 of their pubs to Song Capital, with the proceeds used to pay off existing debts.[12]

In December 2023, Brain's announced that, following the sale of their pubs, they had recovered from the debt that forced the sale following the pandemic.[13]

Coffee

[edit]

In September 2011 the company diversified into coffee shops, buying the Cardiff-based coffee house chain, Coffee#1.[14] In mid-2018, S.A. Brain announced that they wished to sell a majority stake in Coffee#1, after a strategic review. In January 2019, Caffè Nero bought a 70% stake in the business, which at that time had 92 outlets.[15]

In February 2022 it was announced that Brain's had sold their remaining stake in the business to Caffe Nero.[16]

Beer brands

[edit]
Beer taps with badges of some of the Brains range

Brains brand

[edit]

Brains SA, the company's flagship brand, is a light-coloured malty best bitter which is colloquially known as "Skull Attack". Its formulation has undergone several revisions since the beer was launched in the early 20th century; the most recent revision was launched in early 2006 and increases the quantity of hops in the brew.

Brains Dark is a dark mild ale with an emphasis on roasted malts. There is also a 'smooth' variant.

Brains Bitter is the brewery's standard bitter and the most commonly available in Cardiff. Many Brains' pubs serve only bitter from a cask. When served pasteurised and nitrogenated it is termed Brains Smooth.

Brains IPA, an unusually malty example of the India Pale Ale style, is usually seen on cask only in the valleys outside Cardiff, although some pubs stock it as keg beer or in bottles in Cardiff proper.

SA Gold, the newest addition to the line, is – according to a release note sent out to Brains pubs in early 2006 – Brains' attempts to branch out into both the English and youth markets, areas in which Brains is visibly struggling. Its official launch was June 2006, but many houses retired it in favour of the bi-monthly guest ale rotation. The beer is hopped with Cascade, Target and Styrian Golding hops.

45 was a keg beer at 4.5% ABV. It was launched in 2006 in Cardiff as a competitor to strong lagers such as Stella Artois. In March 2007, the recipe was radically altered from the original used in the January launch after slow market growth and poor in-house response. It was discontinued in 2011.[17]

The Rev. James is a 4.5% ABV dark best bitter carried over from the Buckley's range after the two breweries merged.

Brains Black is a 4.1% ABV stout launched on St David's Day 2010.[18]

Barry Island IPA originally launched in June 2012 as part of the Brains Craft Brewery range, Barry Island IPA is an American style IPA brewed using a trio of American Hops. In 2019 it got a new look and became part of the core range.[19]

Bayside Lager is a 4.3% lager launched in August 2020. It is a crisp and light lager and currently only available in draught form, although it is available in mini-keg online.[20]

Buckley's brand

[edit]

Brains bought the Llanelli-based Crown Buckley in 1998. It continues to brew three Buckley's beers, all at its Cardiff brewery: Buckley's Bitter, Buckley's IPA and Reverend James best bitter.

Hancock's brand

[edit]

Hancocks HB is a 3.6% session bitter first brewed by Hancock's brewery. Formerly Wales' biggest brewer, the brewery was founded by William Hancock (father of Frank, Froude and William Hancock) and bought by Bass in 1968. Brains bought Hancock's in 1999, but initially Bass kept the rights to the brands.[21] Production later came back to Cardiff.[22]

Seasonal beers

[edit]

Seasonal beers' include St David's Ale', which is brewed to celebrate St David's Day and is available in February and March. Taff End is available in June and July and celebrates sponsorship of the Glamorgan County Cricket Club. Brains' Bread of Heaven, named after a traditional Welsh rugby anthem, was launched in 2005 in commemoration of the sponsorship, and is mostly sold during the Six Nations Championship and autumn internationals.

Hen Wlad Fy Nhadau (Land Of My Fathers) was launched in 2006 to commemorate the 150th anniversary of the Welsh national anthem. It is a golden ale brewed with Welsh honey.

Marketing

[edit]
Railway bridge over Penarth Road, Cardiff: one of several painted with Brains advertising slogans

Brains sponsored a number of railway bridges over roads in Cardiff to have its advertising slogans painted on them. They include "It's Brains you want!" in Clare Road and Leckwith Road and "People who know beer... have Brains" in Penarth Road.

The Wales national rugby union team's dressing room with the Brains SA logo on the shirts

Brains was the shirt sponsor for the Wales national rugby union team from 2004 until 2010. As French law forbids alcohol sponsorship logos from appearing on rugby jerseys, when the team played in France the branding was changed. In 2005, "Brains" was replaced with "Brawn",[23] in 2007 it was changed to "Brawn Again", and in 2009 it was replaced with "Try Essai", a pun on the invitation to "try SA".[24]

The Old Brewery Quarter

[edit]
Main article: Old Brewery Quarter

In 2003, Brain's vacant Old Brewery was redeveloped into the 85,000 sq ft (7,900 m2) "Old Brewery Quarter" .It is a mixed development of 55,000 sq ft (5,100 m2) of leisure space around an open-air piazza in the heart of Cardiff's growing city centre, together with 42 long-leasehold loft style apartments and penthouses.

The development has attracted a range of bar and restaurant operators including Chiquito, La Tasca, Lava Lounge, Nando's, Pancake House, Starbucks, Thai Edge and the S.A. Brain's owned flagship venue, the Yard Bar and Kitchen.

Chronology of Brain's Breweries
  • The Old Brewery (1882-2003) The image was taken after the brewery was converted into a mixed-use development of shops, restaurants and flats.
    The Old Brewery (1882-2003)
    The image was taken after the brewery was converted into a mixed-use development of shops, restaurants and flats.
  • The Cardiff Brewery (2003-2019) on the former Hancock's site that Brain's bought from Bass in 1999. The site is being redeveloped and is called Central Quay.
    The Cardiff Brewery (2003-2019)
    on the former Hancock's site that Brain's bought from Bass in 1999. The site is being redeveloped and is called Central Quay.
  • The Dragon Brewery (2019–present), which opened on 16 March 2019 and is the current Brain's brewery.
    The Dragon Brewery (2019–present),
    which opened on 16 March 2019 and is the current Brain's brewery.

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Brains Brewery

View on Grokipedia
from Grokipedia
S.A. Brain & Co. Ltd., commonly known as , is a family-owned regional headquartered in , , specializing in cask ales, lagers, and craft beers using locally sourced ingredients. Founded in 1882 by Samuel Arthur Brain through the acquisition of an existing established in 1713, it has been a cornerstone of Welsh brewing for over 140 years, producing iconic brands such as SA, Rev. James, and Bread of Heaven at its state-of-the-art Dragon Brewery in since 2019. The brewery's history reflects Cardiff's industrial heritage, beginning with operations at the Old Brewery on St Mary Street before relocating to a new facility on Nora Street in 1914 and later acquiring the Cardiff Brewery on Crawshay Street in 1999 from William Hancock & Co. Ltd. Despite challenges including the COVID-19 pandemic, which led to the sale of 156 pubs to Marston's in 2020 and a consultation on potential relocation of production, Brains has maintained independent brewing in Cardiff, with the Dragon Brewery opening in March 2019 to enhance efficiency and sustainability. As of 2025, the company remains under the ownership of Brain family descendants, employs around 35 staff, and continues to innovate with low-alcohol options like No Brainer 0.5% while upholding its commitment to real ale traditions, earning accolades such as CAMRA awards. Brains Brewery's portfolio emphasizes balanced flavors rooted in Welsh identity, with flagship SA—a rich, malty bitter first brewed in 1958—remaining a bestseller alongside seasonal and modern releases like the session bitter Bread of Heaven, known for its reddish hue and balanced hoppy, fruity notes. The company also operates a reduced estate of pubs and supports community initiatives, positioning itself for long-term growth under new Managing Director , who assumed leadership in January 2025.

History

Founding and early years

Brains Brewery was established in 1882 when Samuel Arthur Brain, an experienced brewer previously managing the rival Phoenix Brewery, partnered with his uncle Joseph Benjamin Brain to acquire the Old Brewery, an 18th-century site on St Mary Street in , . The acquisition, prompted in part by the Welsh Sunday Closing Act of 1881 which reshaped local trade, marked the beginning of operations in a modest three-storey stone building behind , initially producing around 100 barrels of per week to supply 11 local establishments. Under Samuel Arthur Brain's leadership, the brewery emphasized traditional British ales suited to the market, leveraging the site's established malting and brewing infrastructure for . By , significant expansions including a new brewhouse had boosted capacity tenfold through a £50,000 , enabling the firm to meet rising demand from the burgeoning industrial city's pubs. The business was formally incorporated as S.A. Brain & Co Ltd on 12 April 1897, solidifying its structure amid continued family involvement. By , production had reached 1,000 barrels per week, supporting 80 pubs and establishing the company as a key player in brewing. This early success was driven by the Brain family's commitment to quality and local ties, with serving as the operational heart until further developments.

Acquisitions and expansions

In the late 1990s, S.A. Brain & Co. Ltd pursued aggressive growth through strategic acquisitions to bolster its market position in . In 1997, the company acquired Crown Buckley Brewery in , which added the established brand to its portfolio and significantly expanded its pub estate to around 300 outlets across and the . This move allowed Brains to integrate Buckley's production into its facilities while closing the Llanelli site, enhancing operational efficiency and regional distribution. Building on this momentum, further consolidated its dominance in 1999 by purchasing the former Hancock's Brewery site in from Bass Brewers for millions of pounds. The acquisition incorporated the Hancock's brand, known for its popular mild ales, and provided a larger, modern production facility, prompting to relocate all brewing operations there by 2000. Under the leadership of the family, including managing director Russell , these deals not only diversified the offerings but also grew the portfolio to over 250 managed outlets by the early 2000s, solidifying ' status as a leading regional brewer in . These expansions focused on increasing production capacity and market reach, with investments in the Hancock's site enabling higher output volumes to meet rising demand in the tied-house system. The acquisitions briefly influenced the evolution of Brains' core brands by incorporating complementary styles from and Hancock's.

Modern challenges and recovery

In 2019, Brains Brewery encountered significant financial turmoil, prompting the relocation of its production facilities to the new Dragon Brewery in as a key cost-cutting initiative that also generated £13.9 million from the sale of the old site. These challenges intensified during the , with the company facing debts totaling £76.4 million—most accumulated prior to the crisis—and operational pressures from pub closures, leading to further divestments including the transfer of 156 pubs to Marston's in December 2020 to safeguard around 1,300 jobs. To address mounting debt, sold the freehold and leasehold interests in 95 —representing approximately 95% of its remaining pub estate—to investment firm Song Capital and partners for £85.7 million in May 2022. This transaction, part of a broader strategy known as Project Phoenix, enabled the company to clear its full debt burden, achieving a debt-free status by late 2023. Under the leadership of chairman John Rhys, the great-great-grandson of founder Samuel Arthur Brain, the company has undergone key transitions to stabilize operations. In January 2025, , formerly with and , was appointed managing director, succeeding Jon Bridge and emphasizing innovation in while refocusing on core activities. As of early 2025, employs approximately 30 staff, primarily dedicated to its streamlined operations at the Dragon Brewery, marking a recovery centered on sustainable production and brand development rather than pub ownership.

Ventures outside brewing

In 2011, SA Brain & Co., trading as Brains Brewery, acquired the Coffee#1 chain, a 15-store high-street coffee operation founded in 2001, for an undisclosed sum as part of a strategy to diversify beyond its traditional pub and brewing business amid shifting consumer preferences toward non-alcoholic beverages. This move aimed to hedge against volatility in the brewing sector, including declining pub visits and beer consumption, by expanding into the growing coffee market. Under ' ownership, expanded rapidly, surpassing an initial target of 30 outlets by 2014 and reaching over 100 stores across and by 2022, supported by a £85 million funding package in 2015 to fuel further growth. Facing financial pressures in 2019, including costs from constructing a new brewery, Brains sold a 70% stake in Coffee#1 to Group for an undisclosed amount, retaining a 30% . The divestment was part of a broader effort to reduce debt accumulated during a period of operational challenges. In 2022, Brains completed the exit by selling its remaining 30% stake to Caffè Nero, raising a total of approximately £19 million from both transactions to further alleviate financial strain. Following the full divestment, Brains has refocused exclusively on its core brewing operations, with no further ventures into non-alcoholic beverages or other diversification efforts reported as of 2023.

Facilities

Original brewery and Old Brewery Quarter

The original brewery of S.A. Brain & Co., known as the Old Brewery, was located on St Mary Street in Cardiff city centre and served as the company's primary production site from its acquisition in 1882 until its closure in 1999. Established in the early 18th century with brewing operations dating back to at least 1822, the site was purchased by Samuel Arthur Brain and his uncle Joseph Benjamin Brain, who expanded it into a central hub for beer production that supported the company's growth across South Wales. The facility included historic buildings from 1713 and utilized a natural well for pure water, making it integral to the early development of Brains' signature ales. By the late , the Old Brewery had become increasingly cramped for modern operations, prompting to relocate production to the larger former Hancock's site on Crawshay Street in 1999. This shift marked the end of active brewing at the original location after over a century of continuous use, though the move briefly aligned with broader acquisitions that enhanced the company's capacity. In 2003, the vacant site was redeveloped by in partnership with Mansford Holdings into the Old Brewery Quarter, a mixed-use complex spanning approximately 85,000 square feet. The project transformed the industrial space into a vibrant destination with entrances on St Mary Street and Caroline Street, featuring leisure areas, bars, restaurants, and retail outlets designed in a Covent Garden-inspired style to attract visitors and locals alike. The redevelopment preserved key elements of the site's industrial heritage, including the original brewhouse and the iconic chimney bearing the "Brains" lettering, which were repurposed as part of a bar area to honour the brewery's legacy. Today, the Old Brewery Quarter stands as a non-operational landmark in Cardiff, blending preserved Victorian architecture with contemporary urban amenities while symbolizing the evolution of Brains from a local brewer to a multifaceted enterprise.

Current production site

The Dragon Brewery, located in the Tremorfa area of at Pacific Business Park, was officially opened on 16 March 2019 by Prince William, , who toured the facility and pulled a of Brains SA to mark the occasion. This state-of-the-art site in the vicinity replaced older production facilities, centralizing all of Brains Brewery's beer manufacturing following the 2019 relocation. Equipped with modern brewing technology, the Dragon Brewery operates a 50-hectolitre brew length, enabling up to eight brews per day and supporting an annual output exceeding 20 million pints across various styles. Key upgrades include flexible production lines for smaller batches and diverse formats like cask, , and packaged beers, alongside adherence to the latest environmental standards for reduced resource use and emissions. These features ensure efficient regional supply while meeting goals, with 2023 production reaching 70,000 hectolitres. Since 2022, following the sale of 95 pubs to Song Capital for £85.7 million—which eliminated debt and reduced staff from 1,500 to 30—the Dragon Brewery has integrated into streamlined operations, emphasizing high-quality cask ales like Rev James and SA for core market focus. This shift has allowed the facility to prioritize excellence and contract production for partners such as and , enhancing its role in sustainable, quality-driven output.

Beer portfolio

Brains brand

The brand represents the core lineup of S.A. Brain & Co. Ltd., a Cardiff-based founded in , offering a range of traditional and modern Welsh ales positioned as accessible, everyday drinking options with balanced flavors suited to culture. These beers emphasize the brewery's heritage in producing malty, hop-forward profiles using locally sourced ingredients, evolving from classic bitters to include contemporary styles like IPAs and lagers to meet changing consumer preferences. The flagship product, SA, has anchored the brand since its introduction, while variants like Dark and Bitter maintain traditional appeal, and newer additions reflect a shift toward lighter, more refreshing options. SA, the iconic premium bitter, was first brewed in and remains the brewery's cornerstone, known for its rich malty character and spirit-like aroma derived from pale and malts combined with Challenger, Goldings, and Fuggle . At 4.2% ABV, this copper-colored ale delivers a nutty richness with subtle notes and a clean, sessionable finish, making it a staple in Welsh pubs and a symbol of regional pride. Complementing SA are longstanding variants like , a treacle-colored brewed continuously since the 1920s using , crystal, and brown malts for a velvety texture with hints of licorice and freshly ground . This 4.1% ABV offers a deep, roasted flavor profile that's easy-drinking yet full-bodied, often paired with desserts and awarded for its classic mild style. Brains Bitter, at 3.7% ABV in cask form, provides a straightforward ale with malty aromas, moderate hop bitterness, and a dry finish, embodying the sessionable everyday bitter tradition. In 2006, the brand expanded with SA Gold, a 4.7% ABV golden ale hopped late with Cascade and Styrian Goldings for vibrant aromas and a satisfying bitterness, refreshing the lineup with a hoppier, modern twist on the SA profile. Brains Black, introduced in 2010 as a 4.1% ABV , brings dark malt-driven flavors with roasted bitterness and a creamy , distinguishing itself through its Welsh interpretation of the style using fine roasted barleys. The 2012 launch of IPA at 4.5% ABV marked a craft-oriented , blending smooth with vigorous and berry hops from American varieties like Cascade and Chinook for a bold yet balanced IPA suited to contemporary tastes. Most recently, Bayside debuted in August 2020 at 4.3% ABV, a crisp, light offering inspired by global lagers but brewed in with Mittelfrüh hops, providing an easy-drinking alternative with clean and subtle floral notes for broader appeal. No Brainer, a 0.5% ABV non-alcoholic IPA launched in 2024, offers refreshing aromas and sweet flavors, catering to the growing demand for low- and no-alcohol options while maintaining a balanced, enjoyable profile. Among discontinued offerings, 45—a 4.5% ABV keg lager launched in 2006 as a continental-style competitor—was phased out in 2011 due to lack of viability, reflecting the brand's strategic pivot from niche lagers toward revitalized ales and modern interpretations. IPA, a 3.4% ABV copper ale with delicate hoppy and citrus notes, was discontinued after serving as a lighter, approachable option for casual drinkers. This evolution underscores ' adaptation to market trends, prioritizing core Welsh ales while incorporating innovative styles to sustain relevance in a competitive .

Buckley's brand

The Buckley's brand, originating from the historic Buckley's Brewery in , , was incorporated into S.A. Brain & Co. following the 1997 acquisition of Crown Buckley PLC, preserving its regional identity tied to Swansea Bay heritage dating back to the brewery's founding in 1769. This lineup emphasizes traditional Welsh ales with malt-forward profiles, reflecting the area's brewing legacy without significant alterations to recipes or branding upon integration into the broader portfolio. Buckley's Bitter serves as the core offering, a traditional best bitter at 3.7% ABV that has remained a staple since the post-acquisition period. Brewed with Challenger, Goldings, and Fuggles hops, it features a , fragrant aroma, a pleasing hoppy character balanced by sweetness, and a refreshing finish, evoking the straightforward, sessionable style rooted in pub culture. Production shifted to Brains' facilities while retaining the original recipe, ensuring continuity for regional drinkers. Complementing the Bitter is the premium best bitter Reverend James, a 4.5% ABV ale based on an recipe from the Buckley's archives. Named after Reverend James Buckley, a key figure in the brewery's early ownership, it is fermented with the exclusive Buckley's yeast strain, yielding a rich, well-balanced body dominated by mellow flavors that transition to a clean, refreshing hoppy close. This beer underscores the brand's heritage, with its malty depth honoring Llanelli's industrial-era brewing traditions. Buckley's IPA, another premium entry at around 4.5% ABV, rounded out the lineup with a hoppier profile while maintaining the malt-forward emphasis characteristic of the brand. Though production has since ceased, it exemplified the integration strategy by upholding Buckley's distinct west Wales character alongside Brains' core offerings. Overall, the Buckley's beers have been produced at Brains' facilities without rebranding, allowing their regional appeal to persist within the company's diversified portfolio.

Hancock's brand

Hancock's Brewery, established in in 1887 by William Hancock, grew into one of the city's prominent brewing operations, producing beers for local pubs and tied houses. Acquired by in 1999 from Bass, the deal included the Crawshay Street brewery site, enabling Brains to relocate production and integrate elements of Hancock's operations into its own. The Hancock's brand, post-acquisition, centered on lighter, sessionable beers suited to everyday consumption. Its flagship, HB, is a 3.6% ABV session bitter characterized by a light body, subtle hoppy bitterness, and malty undertones with notes of and , offering an easy-drinking profile for multiple pints. Originally brewed since at least the , HB became a staple in pubs under Brains' stewardship. Brains has continued production of HB and other Hancock's beers at its facilities, brewing under contract for the brand's owner, , ensuring the sessionable options remain available in traditional Welsh pubs. This ongoing commitment preserves the lighter, approachable style that defined Hancock's contribution to Cardiff's brewing heritage.

Seasonal beers

Brains Brewery produces a range of seasonal beers tied to Welsh cultural events, holidays, and traditions, offering limited-time releases that highlight regional heritage and festivities. These brews are typically available for short periods, emphasizing fresh ingredients and thematic elements to complement specific occasions. St David’s Ale is a 4.2% ABV session bitter brewed specifically to celebrate St David's Day, the feast day of Wales's patron saint on March 1, and is available from February to March. This light, refreshing golden ale features a crisp profile suited to the early spring season. Taff End, a summer ale launched in 2005, was available in June and July to coincide with the , honoring Brains' former sponsorship of the . Named after the eastern end of Sophia Gardens, the club's home ground, it is a 4.4% ABV golden cask ale designed for warm-weather refreshment. Bread of Heaven, a rugby-themed 4.0% ABV session bitter, draws its name from the traditional Welsh rugby and is primarily released during the in early spring or autumn internationals. Launched in 2005 to mark Brains' sponsorship of the Welsh national rugby team, this cask ale offers a distinctive reddish hue, rich hop aroma, and balanced fruit finish, serving as the official ale of the . Hen Wlad Fy Nhadau, meaning "Land of My Fathers" in Welsh, is a golden ale brewed with Welsh honey and has been produced annually since its launch in 2006 to commemorate the 150th anniversary of the , penned by Evan and James James. This 4.0% ABV beer celebrates national pride with its subtle sweetness from local honey, making it a staple for patriotic occasions throughout the year. In November 2025, Brains announced its Christmas ales featuring custom designs by commissioned Welsh artists for the beer pumps, enhancing the festive appeal through a collaboration that received over 30 submissions. Cardiff-based James Barry created the artwork for the general Christmas Beer, while artist Thomas S. Wolfe designed the pump clip for the limited-edition Santa’s Ale, a 4.2% ABV best bitter evoking holiday warmth and cheer.

Marketing

Sponsorships and partnerships

Brains Brewery has a history of engaging in high-profile sports sponsorships to enhance its brand visibility in . From 2004 to 2010, the company served as the principal shirt sponsor for the , marking the first time a Welsh brand featured on the team's jerseys. This partnership, initially a four-year agreement extended through 2010, significantly boosted the brewery's profile across during a period of national rugby success, including the 2005 Six Nations Grand Slam. In 2025, Brains Brewery sponsored the South Wales Community Awards, specifically the Food and Drink Business of the Year category, as announced in July. This involvement underscores the company's commitment to recognizing local contributions in the hospitality sector, with the awards ceremony held in October 2025 to celebrate community impact across . The brewery also formed a strategic partnership with Cardiff-based design studio Toward in July 2025 to lead a comprehensive brand refresh, aimed at modernizing its identity while honoring its Welsh heritage. This collaboration, set to launch in autumn 2025, focuses on creative strategy, digital presence, and rebranding efforts to appeal to contemporary audiences. Brains Brewery supports various community-focused initiatives that emphasize Welsh heritage and local events. In 2025, it commissioned Welsh artists for the "Art of Brains" project, creating designs for limited-edition beer pumps tied to seasonal releases, including rugby-themed ales that celebrate national sporting traditions. Additionally, the company has backed cultural collaborations, such as artist commissions for beers, fostering connections between brewing and Welsh artistic talent at local festivals and events. These efforts align with ' role as an independent Welsh brewer, promoting community engagement through heritage-driven projects.

Advertising and branding

Brains Brewery has long utilized prominent outdoor advertising in Cardiff, particularly by sponsoring the painting of its slogans on railway bridges spanning key roads. Iconic examples include "It's Brains you want!" on bridges over Clare Road and Leckwith Road, and "People who know beer... have Brains" on the bridge crossing Penarth Road near Cardiff Central Station. These large-scale, bilingual displays in English and Welsh have reinforced the brand's deep ties to the local community, appearing as enduring fixtures in the city's landscape since the mid-20th century. The brewery's advertising often incorporates humor and cultural wordplay, especially in campaigns tied to Welsh identity. Bilingual Welsh-English advertisements emphasize regional , portraying as an authentic symbol of Cardiff's heritage and everyday life. This approach extends to playful adaptations during rugby matches against , where strict laws prompted creative substitutions on team shirts. In , "Brains" was replaced with "Brawn" to evoke rugby strength while evading bans; in , "Brawn Again"; and in , "Try Essai"—a blending the English rugby term "try" with the French "essai" (meaning "try"), subtly nodding to trying SA Brain's . These witty, bilingual maneuvers, aligned with the brewery's rugby sponsorship, highlighted ' clever engagement with sports fans. Promotional materials consistently underscore themes of Welsh pride, family roots, and community involvement, positioning Brains as more than a beverage but a . In July 2025, Brains announced a major partnership with the design studio Toward, aimed at modernizing its 140-year legacy while honoring its familial origins and communal significance. The project, set to launch in autumn 2025, focuses on refreshing the visual identity to appeal to contemporary audiences without diluting its authentic Welsh character.

References

  1. https://www.sabrain.com/pages/brewery
  2. https://breweryhistory.com/wiki/index.php/Brain_&_Co._Ltd
  3. https://www.bbc.com/news/uk-wales-55552335
  4. https://camra.org.uk/brewery/brains-cardiff-472
  5. https://www.bbc.com/news/uk-wales-67577951
  6. https://www.insidermedia.com/news/wales/pre-tax-losses-narrow-at-cardiff-brewery-business-dating-back-to-1882
  7. https://www.sabrain.com/
  8. https://businessnewswales.com/brains-ceo-hands-over-baton-as-brewer-set-for-further-innovation-and-growth/
  9. https://www.sabrain.com/products/sa-12-x-500ml
  10. https://www.beeradvocate.com/beer/profile/801/26835/
  11. https://www.walesonline.co.uk/news/local-news/the-toast-of-the-nation-2209660
  12. https://historypoints.org/index.php?page=site-of-old-brewery-cardiff
  13. https://coflein.gov.uk/media/230/379/675621.pdf
  14. https://www.gracesguide.co.uk/Brains
  15. https://find-and-update.company-information.service.gov.uk/company/00052099
  16. https://www.morningadvertiser.co.uk/Article/2024/08/23/How-Brains-brewery-has-been-revived-by-Roger-Protz/
  17. https://www.breweryhistory.com/wiki/index.php/Brain_%26_Co._Ltd
  18. https://www.walesonline.co.uk/news/wales-news/sa-brain-brains-cardiff-brewer-22881186
  19. https://www.theguardian.com/business/2020/dec/23/welsh-brewer-brains-pubs-marstons-jobs-covid
  20. https://www.morningadvertiser.co.uk/Article/2022/05/25/sa-brain-completes-deal-to-sell-95-pubs-to-song-capital/
  21. https://www.just-drinks.com/news/uk-brewer-sa-brain-appoints-new-head/
  22. https://www.morningadvertiser.co.uk/Article/2011/10/04/brains-snaps-up-coffee-chain/
  23. https://www.bbc.com/news/uk-wales-18164658
  24. https://www.thegrocer.co.uk/news/city-snapshot-coffee-chain-perks-up-sales-and-profits-at-welsh-brewer-brains/550679.article
  25. https://www.bbc.com/news/uk-wales-27333544
  26. https://bakeryinfo.co.uk/finance/brains-gains-85m-to-expand-coffee1-chain/621030.article
  27. https://businessnewswales.com/hugh-james-advises-brains-on-sale-of-remaining-stake-in-coffee-1-to-caffe-nero/
  28. https://www.thecaterer.com/news/caffe-nero-acquires-sa-brains-coffee1
  29. https://www.caffenero.com/uk/press/caffe-nero-buys-brain-s-minority-stake-in-coffee-1
  30. https://www.business-live.co.uk/retail-consumer/sa-brain--co-sells-23108103
  31. https://www.breweryhistory.com/newsletter/NL088_March2020forwebsite.pdf
  32. https://www.bbc.com/news/uk-wales-55558814
  33. https://www.walesonline.co.uk/business/business-news/property-is-the-new-beer-2463855
  34. https://www.estatesgazette.co.uk/news/cardiff-covent-garden-style-scheme-gets-green-light/
  35. https://www.walesonline.co.uk/news/wales-news/brains-built-new-brewery-cardiff-15983280
  36. https://sabrainpubs.com/news-and-events/the-duke-of-cambridge-opens-brains-dragon-brewery
  37. https://www.morningadvertiser.co.uk/Article/2024/08/23/How-Brains-brewery-has-been-revived-by-Roger-Protz
  38. https://www.niras.com/projects/brains-brewery-new-production-plant-in-cardiff/
  39. https://www.thecaterer.com/news/sa-brains-pub-sale-song-capital
  40. https://www.bestofbritishbeer.co.uk/brains-sa.html
  41. https://www.beeradvocate.com/beer/profile/801/2451/
  42. https://www.sabrain.com/products/dark-12-x-500ml
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  45. https://www.sabrain.com/products/sa-gold-12-x-500ml
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  47. https://www.beeradvocate.com/beer/profile/801/72039/
  48. https://www.sabrain.com/products/barry-island-ipa-1
  49. https://untappd.com/b/brains-barry-island-ipa/196441
  50. https://sabrainpubs.com/news-and-events/wales-leading-brewery-is-back-with-new-menus-and-a-brand-new-lager
  51. https://untappd.com/b/brains-bayside/3902811
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  55. https://untappd.com/b/brains-ipa/16909
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  57. https://untappd.com/b/brains-buckleys-best-bitter/543889
  58. https://www.sabrain.com/products/the-reverend-james
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  76. https://www.southwalesguardian.co.uk/news/25342684.brains-brewery-sponsor-south-wales-community-awards/
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  84. https://www.campaignlive.co.uk/article/welsh-rugby-sponsor-sa-brain-side-step-french-alcohol-ad-laws-again/880768
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