GALLERY: Elgood’s host media day to unveil details of the many new initiatives planned for 2012

WHERE once a decent photo was worth a thousand words brewery chairman Nigel Elgood gave a new slant to the saying today.

He opted at a media day to allow guests to get down to tasting his Wisbech produced beers rather than offer long speeches about them.

It was a tactic appreciated by the large crowd who turned out – including his key personnel and some brewery tenants- to hear of plans for the coming summer.

They include, of course, the events focused on the brewery’s visitors’ centre, its four acre walled garden, the maze, the brewery itself and the food and drink on offer in the caf�.

A new range of beers produced under the Dog Decathlon branding have proven particularly popular, and Nigel’s daughter and managing director Belinda spoke briefly of the Jubilee beer produced for M&S customers.

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Mr Elgood said the brewery was one of the oldest completely family owned businesses in the country which gave him particular pride.

It was also a surprise to many, he said, that the he worked alongside three daughters in the family run business “which must be unique in this male dominated industry.”

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Tradition aside, however, he promised the brewery “has and will keep up with the times”. Evidence of that was provided not only by the creation of a newly launched website but also substantial new branding and new pump clips to promote their beers. The brewery is also soon to be exporting beers at America.

Apart from brewery and garden open days and tours, Elgood’s is planning a garden show on September 2 and a three day beer festival with live bands every night from September 20-22.

The brewery will include up to 140 beers from mostly East Anglian breweries and has set the admission at �4 to include a pint of their own beer.

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