A Product of Northern Skies

Guinness is famously brewed in Dublin, with water from the Wicklow mountains—part of its mystique and magic. That got us thinking: what’s the JW Lees story?

Turns out, it’s a good one. Since 1894, the water that feeds the JW Lees brewery has flowed all the way from the Lake District, taking a full day to reach Manchester by gravity alone. That’s pretty special. And it gave us an idea.

If Guinness is born of Irish skies, JW Lees Stout is shaped by the darker, moodier skies of the North. Same soul. Different story. So we leaned into that. Manchester vs Dublin. The Lake District vs the Wicklow Mountains. A Northern stout with serious provenance.

We created an identity that wears its Northern roots with pride—confident, characterful, and a little bit brooding. The design leaned into deep, stormy tones and bold type, evoking the mood of the landscape and the grit of the North.

Glassware and packaging brought the concept to life with stripped-back details and strong visual contrast, giving the pint real presence on the bar. Merchandise and pub materials extended the story beyond the pour, helping both drinkers and landlords embrace the brand in everyday ways.

Then, in December 2024, the perfect moment arrived. Word spread of Guinness shortages across the UK. We moved fast, launching a cheeky campaign to remind pubs and punters there was another stout worth pouring. One made under Northern skies.

Impact

The campaign rolled out across Northern pub locations. Feedback from landlords was instant: more interest, more conversation, more people asking for JW Lees Stout by name. But more than anything, it started a shift in thinking: Why always Guinness? Why not a stout with a story from here?

• Number of stockists grew by 25%
• Retail sales grew by 92% vs prior year MAT
• Wholesale sales grew 58% vs prior year MAT

“Squad provide us with consumer insight and expertise that goes well beyond JW Lees’ marketing requirements and helps to form and direct our strategy for the future of the business.”

William Lees-Jones – Managing Director, JW Lees