13-03-2025
Freedom Brewery strikes licensing agreement with Toast Brewing
Freedom Brewery has entered an agreement to 'exclusively' produce and distribute Toast Brewing's beers across the UK, starting 1 May.
Toast Brewing, which produces beer from surplus bread, told Just Drinks that prior to the deal its beers were produced at multiple breweries over the past nine years, including Freedom Brewery, with a most recent contract with Curious Brewery.
Curious Brewery was acquired by St Peter's Brewery in 2024, the company said.
Toast Brewing, which retains brand ownership, said in a statement that using co-brewers 'allowed the brand to establish and grow without capital outlay, whilst avoiding the environmental cost of setting up new facilities'.
Toast Brewing co-founders Rob Wilson and Louisa Ziane will remain at the helm.
Wilson said: 'Whilst it is a challenging time for the brewing sector, with many businesses falling into administration or being bought into larger groups under value, our businesses are in a strong position.
'With rising costs and restrictive access to market, this partnership brings operational and commercial efficiencies that strengthen us both.'
In a post on LinkedIn, Ziane, who is the COO, said that 'this transition does mean some role redundancies'. She added: "We're fully supporting those affected and doing everything we can to help them find new opportunities.
"This relationship enables us to scale production with confidence, expand availability and choice, and amplify our impact."
Toast Brewing's collaboration with Freedom Brewery, which has a nationwide presence, also aligns with its goal of expanding beyond London to reach more customers across the UK, the company told Just Drinks.
However, it confirmed that it has no plans to expand internationally at this stage.
Currently, Toast's beers are available in UK retailers such as Waitrose, The Co-op, and Ocado, as well as a range of on-trade stockists, primarily in London and the South of England, the company confirmed.
The brand is also stocked in Hilton and Marriott hotels, restaurants, bars, and cultural venues, including Sadler's Wells.
Following the agreement, Toast Brewing and Freedom Brewery will remain independent businesses with no changes in ownership or shareholding.
Toast Brewing's co-founders hold a majority stake in the company, while employees and investors share ownership through its Equity for Good initiative, it informed Just Drinks.
Shropshire-based Freedom Brewery has been expanding its production capacity, having invested £1m ($1.27m) in a canning line in 2023 to grow output fivefold.
Freedom Brewery managing director Matt Willson said in the statement announcing the agreement: 'I am extremely proud of the progress we have achieved at Freedom Brewery in recent years. Our brewery's evolution is a testament to our commitment to quality, innovation, and the relentless pursuit of excellence.'
"Freedom Brewery strikes licensing agreement with Toast Brewing " was originally created and published by Just Drinks, a GlobalData owned brand.
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