Independent brewer T&R Theakston is extending into beauty products. The real ale brewer has developed a hops-based soap that will be launched with a campaign to find the UK’s grubbiest television soap stars.
Theakston Olive Oil moisturising soap has been manufactured for the brewer by UK company Soap of the Earth, and contains a blend of hops, olive oil, coconut oil and jojoba. The product is said to promote cell regeneration and leave skin soft, and is scented with sweet orange and clary sage.
The soap is being launched with the creation of the company’s own tongue-in-cheek “Soap Awards”, where popular television characters such as Emmerdale’s Shadrach and Zac Dingle have been nominated in a poll which will select the UK’s favourite, but dirtiest TV character.
The soap is the first in a range of personal care products the brewery plans to launch. It hopes to have a shampoo based on its Old Peculier ale ready to market by Christmas. Other products, including an aftershave balm and a moisturiser, are in the pipeline.
While the soap is not aimed exclusively at men, further products will target the growing male grooming market and capitalise on male interest in traditional beers and organic living.
Theakston executive director Simon Theakston says that the company wants to bring its traditional ingredients and strong brand associations to bear on “distinctive, high-quality” skin-care products.
The North Yorkshire brewery was established in 1827 and has five permanent brands in the Theakston range, including flagship ale Old Peculier and bottled lines Black Bull Bitter, Paradise Ale and Grouse Beater.