Shaken & Stirred - Influential Brand Profiling and Positioning

Beer Hawk launch

A new venture established by a pair of retail experts has launched a new online beer retailer, that aims to revolutionise the retailing of craft beers and the way that UK consumer buy beer online.

Mark Roberts and Chris France have launched the venture aiming to offer increased choice and the convenience of online shopping to ale aficionados across Britain.

Roberts (33) left his role as marketing director at Laithwaites Wines earlier this year.  France (35), who managed value retailing relationships for Procter & Gamble, also resigned several months ago to launch the online venture.

The ecommerce site, the first in the UK to offer free shipping on orders, has a stock list of over 200 speciality beers from breweries around the world.  The website also offers regular deliveries of unusual brews on a ‘beer club’ basis and hand selected gift packs for beer lovers.  Already the firm has secured deals with brewers all over the world with the aim of offering the UK’s best range of quality ales and speciality beers.

“We love drinking great beers and guest ales in pubs, but were frustrated by how difficult it was to purchase these beers to drink at home.  The range available in most supermarkets is poor, and the few existing websites that do stock better beer were either hideously difficult to use, or hit customers with a large delivery charge at checkout,” said director Mark Roberts.

He added: “Our range only includes beers that we have personally tasted and are willing to recommend to our customers.   We’re inviting customers to interact with us and help us hunt out new beers for consideration, and expect to introduce new breweries into our range each week.  We want our customers to feel part of our company and join us in our hunt for the world’s best beer,” added Mr Roberts.

“In our corporate jobs the quality of the product, value for money and customer satisfaction was meticulously monitored every single day.  We’re bringing that same focus and attention to detail to, but adding the passion and enthusiasm of two blokes who have created their dream jobs,” said Chris France of

“The typical consumer of speciality beers has become a great deal more discerning and adventurous over the last decade, and the secure website we have created allows users to easily hunt out their favourite ales and discover unusual beer from the comfort of their sofa. It will also allow us to send a hand-picked regular ‘beer club’ selection that we individually select on the basis of quality, beer style and value,” he added.

The firm is based in Harrogate, North Yorkshire and is already negotiating with a number of corporates to provide rewards and incentives for staff and customers.

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