Pat Green and Hamish Boyle from Up North Beer are working with Cornwall-based St Austell Brewery to expand the distribution of Tribute Cornish Pale Ale to pubs.

The company is initially focusing on broadening the supply of the 4.2% beer to York, Leeds, Bradford, Sheffield and Manchester.

Martin Breading, national sales director at St Austell Brewery, explained: “Tribute has an established national presence in supermarkets but until recently, we couldn’t sufficiently meet the growing demand from the on-trade market in the north of England.

“Thanks to the increasing interest for Tribute from pub groups and wholesalers supplying pubs in the north, we have decided to appoint Pat and Hamish to support us in the region.

“They both have an excellent understanding of the area and, most importantly, are the right people to establish relationships to drive the brand forward. We still work in an industry driven by people, and though the success of Tribute is down to its great taste, the personal approach we have always adopted is essential to ensure success.”

Pat Green, director of the Up North Beer Agency, added: “Tribute is known nationally as one of the premium cask ales on the market. The challenge that St Austell Brewery has previously faced is that Tribute’s reputation has spread quicker than its availability.

“But that’s now changed and with summer well underway, we’re seeing more requests for Tribute from pubs with great beer gardens.

“We’re driving the growth from Yorkshire, where there is a real appetite for Tribute. One thing that landlords like is that they can offer a taste of Cornwall to their customers, as many will have holidayed there and have a positive association with the county.”