Brookfield Drinks’ first accomplishment came with the acclaimed relaunch and repositioning of the Kestrel lager brand.
This was swiftly followed by the acquisition and successful relaunches of the Diamond and Star cider brands.
These brands have also been extended, with new variants recently being introduced to market.
Nigel McNally, Managing Director of Brookfield Drinks, tells Wholesale Manager what the company’s brand values are and how Brookfield works with wholesalers to help them grow sales.
What are your key products that wholesalers should be stocking? What sets your brand apart from others?
In today’s challenging economic climate, shoppers remain hungry for premium products, but they now expect exceptional quality at a fair, value-driven price point. Kestrel Beer sits perfectly at this intersection, offering award-winning, premium-crafted lagers without inflated price tags. Born in Scotland and brewed using the revered Holy Brewing Method, Kestrel has been a must-stock brand since the 1970s.
Since acquiring the brand in 2012, we have been on a consistent journey of premiumisation and innovation, unlocking the full potential of what is now proudly recognised as Britain’s oldest independent lager brand.
Unlike many competitors, we do not simply brew and distribute — we invest heavily in building our brand and driving consumer demand. This gives wholesalers and retailers the confidence that customers know, value and actively seek out Kestrel.
Our marketing activity spans a five-year partnership with the RSPB, donating over £100,000 to support research into the declining kestrel bird population, a bold and memorable television campaign on Comedy Central, and more recently a high-profile presence in motorsport through our partnership with Santa Pod Raceway, Europe’s oldest and most-attended drag racing venue. We have even taken our passion for speed further by creating The Flying Kestrel, our own land speed record car — a project that has captured consumer imagination and cemented Kestrel as a bold, distinctive brand.
Alongside Kestrel Beer, we have built a diverse, fast-moving portfolio that lets wholesalers tap into current market trends. Some of our other brands include Diamond Cider, a medium-sweet, crisp and refreshing cider; crafted from a blend of dessert apples, proudly vegan-friendly, lower in calories and sugar than many other alcoholic drinks, and gluten free.
Meanwhile, NEO WTR — our British spring water packaged in 100% Prevented Ocean Plastic™ — is a first-to-market innovation in Europe. Its sustainable and ethical credentials and standout positioning have already secured national listings in Tesco and Sainsbury’s in record time.
For wholesalers, this combination of trusted, well-supported brands, bold marketing investment and a keen understanding of changing consumer expectations means stocking our portfolio is not only low-risk but an opportunity to grow sales with products that shoppers already recognise and respect.
What are the major trends and developments affecting your category and your customers, and how are you responding?
Although headline inflation has eased in some sectors, the idea that the cost-of-living crisis is over simply doesn’t reflect the day-to-day reality for shoppers — particularly within food and drink. In fact, the category continues to feel price pressure, with food and beverage inflation still running at 4.9% year-on-year in July 2025, up from 4.5% in June. Against this backdrop, consumers are becoming far more selective about where they spend, and this is reshaping the beer category.
Rather than defaulting to the cheapest options, many drinkers are choosing to “trade up” when the product feels genuinely worth it. Premium lager isn’t just about a higher price tag — it’s about credible quality, a stronger brand story and a more rewarding drinking experience. Shoppers are looking for beers that deliver fuller, more refined flavour, authentic heritage, and a sense of craft that feels honest and trustworthy. At the same time, people still seek affordable indulgence — something special that doesn’t break the bank.
This dynamic places Kestrel Beer in a sweet spot. We combine authentic Scottish roots and our unique Holy Brewing Method with award-winning liquid, premium branding and packaging, and the reassurance of sustained marketing investment. That means wholesalers can offer customers a product that ticks the box for quality and credibility, while still being competitively priced for today’s cautious spenders.
Wholesalers should be stocking stronger beers and ciders; as people get older, their sense of taste may diminish, and only stronger beers or ciders provide the flavour they enjoy. What one person considers a premium drink may differ greatly from another’s preference, so limiting options based on strength can feel arbitrary and unfair.
Additionally, as people age, many experience difficulty sleeping through the night—especially after consuming large volumes of liquid. For some, it’s more practical and comfortable to drink a single can of higher-strength beer or cider, rather than two or three weaker ones. A stronger drink can mean fewer trips to the bathroom at night and, ultimately, a better night’s sleep.
We’re also seeing that brand trust and visibility matter more than ever. In uncertain times, consumers gravitate towards names they know and respect. High-profile activations such as our presence at Santa Pod Raceway ensure Kestrel remains visible and aspirational while staying accessible.
For wholesalers, this means stocking a beer that reflects where the market is heading: premium yet fairly priced, rooted in authenticity, and actively supported to drive sell-through. It’s a combination that answers both the economic realities and the emotional needs of today’s beer drinkers.
How do you work with wholesalers to help them grow sales?
At Brookfield Drinks we see ourselves as category experts and true partners to wholesalers. We constantly track changing consumer behaviour, market data and trade demands, then share these insights to help partners make smarter ranging and pricing decisions. Whether it’s the rise of premium yet value-driven lager, sustainable packaging or lower-sugar, vegan-friendly options, we work together to capitalise on emerging trends early.
We also invest heavily in building consumer demand, so our brands arrive with strong pull in the market. Kestrel Beer benefits from national TV and digital campaigns, bold activations such as our partnership with Santa Pod Raceway and the record-breaking Flying Kestrel car — giving retailers and shoppers a reason to choose it before it even reaches the depot.
To drive sell-through, we supply impactful POS, tailored promotional advice and category insights. Combined with a diverse, on-trend portfolio — from Kestrel’s premium lagers to Diamond Cider and NEO WTR — we help wholesalers stay ahead and grow profitable sales.
What marketing support do you currently have for your brands?
Marketing has always been a cornerstone of how Brookfield Drinks builds brands and supports the trade. For Kestrel, this commitment stretches back over decades — from our memorable Comedy Central TV advertising and the long-term five-year partnership with the RSPB (donating over £100,000 to help research and protect kestrel bird populations), through to high-impact festival activations and sustained investment in social media. These initiatives have helped Kestrel become one of the UK’s most recognisable premium-value beer brands, trusted by retailers and shoppers alike.
Today, that investment is stronger than ever. Kestrel’s premier sponsorship of Santa Pod Raceway — Europe’s oldest and most-attended drag racing venue — gives the brand exclusive pouring rights across all on-site bars and exposure to more than 400,000 live attendees annually. We have also brought the brand to life through The Flying Kestrel land speed record car and our original racing docu-series Behind The Wheel, which has already generated over 600,000 organic views and continues to grow. Adding to this, we recently announced Aston Martin Racing driver Harry Rice as brand ambassador, reinforcing our motorsport credentials and engaging a passionate fan base.
At retail level, we’re currently working with Avansa to refresh our point-of-sale suite with FSDUs, posters, shelf talkers and branded display units — ensuring wholesalers and their customers have impactful tools to drive sell-through. This sits alongside a robust programme of paid and organic social media activity, keeping Kestrel front of mind with both trade and consumers.
Our focus on marketing-led growth extends beyond beer. NEO WTR, our British spring water packaged in 100% Prevented Ocean Plastic™, benefits from an ambitious digital and influencer strategy, alongside partnerships and supply agreements with major sporting venues including Northampton Saints and Bath Rugby Club. NEO has also activated at festivals and large-scale events, building a strong, credible presence with younger, sustainability-minded consumers.
For wholesalers, this sustained marketing investment means our brands arrive with genuine pull, consumer awareness and trade-ready assets — helping drive rate of sale and protecting margin at a time when every purchase counts.
What are your brand values?
At Brookfield Drinks, honesty and integrity sit at the heart of everything we do. With Kestrel Beer in particular, we are clear about who we are and what we stand for. Unlike many brands that quietly reduce ABV while maintaining the same price point, we remain transparent and true to the strength and character of our beers. Our consumers choose Kestrel because they value premium craft brewing and the full-bodied character that comes with it — and we refuse to compromise on that promise.
We recognise that drinking habits are evolving. Many consumers are choosing to drink less volume but better quality, and there is growing demand for beers with authentic strength and craftsmanship. Kestrel fits this perfectly with its Super Premium 9% and Extra Premium 7% lagers, while also offering a balanced range from 4.6% to 9% to meet different drinking occasions without losing its premium credentials. While many international beer brands are now brewed under licence in the UK, Kestrel continues to celebrate its Scottish heritage and its unique Holy Brewing Method — an approach that has earned us numerous industry awards and consistently sets us apart for quality and credibility.
Ultimately, Kestrel stands for integrity, authenticity and excellence: giving wholesalers and consumers beers they can trust — with genuine craft, transparent strength and proven, award-winning quality competitors can’t match.
With NEO WTR, our values are built on ethical sustainability, transparency and innovation. We believe that consumers deserve bottled water that is not only pure and great-tasting, but also responsible and future-focused. That’s why NEO WTR is Europe’s first spring water packaged entirely in 100% Prevented Ocean Plastic™ — material collected from coastal areas at risk of polluting our oceans. From day one, we have been open about how and where we source our bottles, setting a new benchmark for honesty in an industry often criticised for greenwashing.
We also value British provenance and trust. Our water is sourced and bottled in the UK, reducing unnecessary transport miles and supporting local industry while offering a reliable, high-quality product. Consumers can feel confident they are choosing a water brand that genuinely invests in environmental impact rather than simply talking about it. Finally, we are bold and consumer-driven. Our partnerships with major sporting venues such as Northampton Saints and Bath Rugby Club, combined with festival activations, influencer collaborations and digital storytelling, show our commitment to making sustainability engaging and relevant — without feeling niche or intimidating.
NEO WTR stands for authentic sustainability, full transparency and forward-thinking innovation — a water brand designed for the modern, eco-aware consumer who still wants style and substance without compromise.
What are your key products that wholesalers should be stocking? Do you have any NPD?
Innovation is at the heart of Brookfield Drinks, and we’re continually evolving our portfolio to stay ahead of changing consumer and trade demands. Alongside the strong growth of Kestrel Beer, Diamond Cider and NEO WTR, we have an active pipeline of new product development designed to keep our wholesale partners at the forefront of opportunity.
In the coming weeks we’ll be announcing product line extensions within our existing brands, giving retailers new ways to trade shoppers up and keep the fixture exciting. We also have new owned brands currently in development, built around clear market gaps and emerging drinking occasions, which will further strengthen our premium and value-led offer.
Looking further ahead, we are preparing to launch new licensed brands that will challenge core UK drinks sectors, bringing something genuinely new to categories that have seen little disruption in recent years.
This marks one of the most exciting periods for Brookfield Drinks in many years. At a time when much of the drinks sector is consolidating or pulling back due to tough market conditions, we’re taking a bold, growth-focused approach — investing, innovating and actively creating consumer demand. For wholesalers, that means access to fresh, relevant brands with marketing momentum behind them, and a partner that is pushing through current challenges to drive real category growth rather than simply defending share.
What plans do you have for the future of your brands?
Across our portfolio we are investing heavily in diversification, development and long-term brand building. For Kestrel Beer, that means continued premiumisation, deeper consumer engagement through motorsport and cultural activations, and new pack and format developments to stay relevant across multiple channels.
For NEO WTR, it’s about building on our first-to-market sustainability credentials with new partnerships, influencer-led campaigns and expanded distribution. Diamond Cider continues to grow as a lower-sugar, vegan-friendly alternative for consumers seeking refreshment with a better health profile.
Beyond our existing brands, we have an active pipeline of new product development. This includes line extensions within our core brands, new owned brands designed to tap into emerging drinking occasions, and new licensed propositions that will challenge established UK drinks sectors with fresh ideas and premium value. These will begin to roll out in the coming weeks and months, offering wholesalers early access to highly relevant, insight-led innovation.
Our strategy is clear: to invest, innovate and stay ahead of changing consumer behaviour, giving our wholesale partners brands with marketing momentum, strong sell-through and the credibility to command consumer trust. At a time when others are retreating, Brookfield Drinks is moving forward — creating excitement, building demand and driving meaningful growth in a challenging market.
Tell us about Kestrel’s partnership with UK drag racing. What kind of activity does the partnership involve?
Kestrel has a long-standing and deeply integrated partnership with UK drag racing, built around our premier sponsorship of Santa Pod Raceway — Europe’s oldest and most iconic quarter-mile venue. Our branding is highly visible across the site, and we activate at major race weekends with sampling, experiential stands and content capture to keep the buzz alive long after the chequered flag.
To take this further, we created Behind The Wheel, our own original racing documentary series. Season 1 followed the world of UK drag racing and featured Kestrel’s involvement with the record-breaking Flying Kestrel land-speed car, delivering over 600,000 organic views across our digital channels. The response exceeded expectations, fuelling both consumer engagement and trade confidence.
We have just wrapped up production on Season 2, with an expanded cast of drivers, bigger event coverage and more behind-the-scenes storytelling from the UK drag scene. It’s set to be our most ambitious content series yet — designed to bring fresh energy to the sport, elevate Kestrel’s brand presence and give wholesalers confidence that our marketing continues to create pull and excitement at a national level.
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