True North Brew

What True North Brew does

True North Brew Co. is a Sheffield-based, founder-owned independent hospitality group founded in 1992 by Kane Yeardley, operating 12 distinct pub and bar venues across Sheffield and Barnsley. The portfolio spans sports bars (The Common Room), community pubs (The Punch Bowl), event spaces (Abbeydale Ballroom), and cocktail-focused venues (True North Bar Barnsley), supported by an in-house craft brewery on Eldon Street producing gluten-free beers (Haze Pale Ale, Gold Blonde Ale, Alpha Bitter) and the Sheffield Dry Gin distillery, which crafts a core range of five variants using handmade copper pot stills imported from Portugal and locally-sourced Peak District water.

The company's products and technology centre on craft beverage production and venue hospitality. The brewery and distillery feed both on-premise consumption at venues and a direct-to-consumer e-commerce channel selling beer, gin, gift sets, and merchandise. Limited-edition collaboration brews (e.g., Just Peachy with Women on Tap for International Women's Day, Cavendish Cancer Care Rhubarb Gin, Kid Acne 'That's The Spirit') and the Sheffield School of Gin experience extend the product surface. The January 2025 acquisition of the Grade II listed Abbeydale Picture House, with the basement reopening in 2025 as Abbeydale Ballroom, marks entry into heritage live entertainment, comedy, and arts venue hosting.

Revenue is generated through a multi-stream model: venue food and drink sales across 12 sites, online and in-venue gin and beer retail, gift cards (minimum £10), area hire and private bookings (including £35pp bottomless brunch), subscription-style recurring programmes (True North Rewards points scheme; £5/year Pledge Student Card granting 20% venue discount), food collection (10% discount) and Uber Eats delivery within 1.5 miles of Forum Kitchen + Bar, third-party retail through Hop Hideout, and a procession of charity-linked collaboration brews. Customer acquisition is primarily direct-to-consumer via venue footfall, social media (Facebook, Instagram), email newsletters managed through Airship, community events (Sheffield Half Pint Marathon, Eldon Street Party), and student sponsorship programmes.

Name

True North Brew

Legal name

True North Brew Co.

Website

https://truenorthbrewco.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

True North Brew Co. is a Sheffield-based independent hospitality group operating 12 distinct pub, bar, and event venues across Sheffield and Barnsley, with an in-house brewery, the Sheffield Dry Gin distillery, a craft beer and gin online store, and the Sheffield School of Gin experience. It serves everyday local consumers, students, corporate clients, and craft beverage enthusiasts across Yorkshire.

Ownership category

akta.pro rank

Product category

Hospitality and Craft Brewing

NAICS

Drinking Places (Alcoholic Beverages) (7224), Breweries (31212), Distilleries (312140), Beer, Wine, and Liquor Retailers (445320)

SIC

Retail-Eating & Drinking Places (5810), Malt Beverages (2082), Beverages (2080)

akta.pro primary industry

Craft Beer Bars & Taprooms (THAFAEAG)

akta.pro secondary industries

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Craft Beer Retail & Bottle Shops (Off-Premise) (CRANAAAC), Beer, Brewery & Craft Beverage Tastings (THAJAGAE)

Keywords

• Craft brewery operations
• Craft gin distillation
• Pub and bar hospitality
• Craft beverage production
• Independent hospitality group

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Pub and Bar Venue Operations: Revenue from food and drink sales across 12 owned venues in Sheffield and Barnsley. Venues range from sports bars and community pubs to cocktail bars and event spaces.
2. Gin Production and Sales: Sale of Sheffield Dry Gin core range and limited editions (e.g., Marmalade, Raspberry & Pomegranate, Rhubarb, Celebration Gin) through the online store and in-venue.
3. Online Store: E-commerce sales of beers, gins, gift sets, and merchandise for take-home purchase.
4. Area Hire and Private Bookings: Revenue from hiring venue spaces for birthdays, work gatherings, Christmas parties, corporate meetings, and bottomless brunch events.
5. Gift Cards: Sale of gift cards with a minimum value of £10, redeemable in any True North venue.
6. Loyalty Rewards Programme: Points-based reward scheme (£1 = 1 point) generating vouchers at 100 and 200 point thresholds. Membership drives repeat visits.
7. Pledge Student Card: £5 annual student membership offering 20% off food and drinks at participating venues, plus 3% cashback on spending.
8. True North at Home Delivery and Collection: Pre-ordered food collection (10% discount) and Uber Eats delivery within 1.5 miles of Forum Kitchen + Bar.
9. Collaboration Brews: Limited-edition beers brewed in collaboration with partners (e.g., Women on Tap), with a portion of proceeds donated to charity.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

True North Brew Co. operates 12 independently styled pub and bar venues across Sheffield and Barnsley serving food, drink and hospitality, complemented by in-house production of craft beer at the True North Brewery and premium small-batch gin (Sheffield Dry Gin) at its distillery. The business also sells beer and gin for take-home through its own online store, runs a takeaway and delivery service (True North at Home) via Preoday and Uber Eats, and offers loyalty and student membership programmes (True North Rewards, Pledge Card), gift cards and area hire for private events.

Product overview

True North Brew Co. operates a multi-faceted hospitality business centered around 12 independent venues across Sheffield and Barnsley. The portfolio includes craft beer (True North Beer brewed in-house and via Triple Point Brewery collaboration), spirits (Sheffield Dry Gin with five core variants), food and drink service, takeaway/delivery (True North at Home via Uber Eats), loyalty programs (True North Rewards and Pledge student card), and experiences (Sheffield School of Gin). The company also undertook significant expansion through acquisition of Abbeydale Picture House, with the basement reopening as Abbeydale Ballroom.

Differentiator

Problem solved

Functional benefit

Brands

• Sheffield Dry Gin: Premium award-winning small-batch gin crafted in handmade copper pot stills imported from Portugal, featuring locally-sourced ingredients with pure Peak District water. Core range includes Original (42% vol), Raspberry and Pomegranate, Marmalade (Seville oranges), Pink Strawberry (37.5% vol), and Rhubarb variants.

Products and services

• Sheffield Dry Gin Premium award-winning small-batch gin distilled in handmade copper pot stills imported from Portugal using locally-sourced ingredients and pure Peak District water. Core range includes Original (42% vol), Raspberry & Pomegranate, Marmalade, Pink Strawberry (37.5% vol) and Rhubarb variants. Sold through the True North online store and selected venues.
• True North Beer Craft beer range from True North's in-house brewery on Eldon Street, Sheffield (currently produced in partnership with Triple Point Brewery). Core gluten-free lineup includes Haze Pale Ale, Gold Blonde Ale and Alpha Bitter, served in True North venues, sold through the online store and stocked by select retailers such as Hop Hideout.
• True North Venues (12 pub and bar estate) Portfolio of 12 hospitality venues across Sheffield and Barnsley, each with its own character, serving food, drinks and entertainment. Venues include sports bars (Common Room), city bars (Forum Kitchen + Bar, Riverside), community pubs (Punch Bowl, British Oak, Waggon & Horses), cocktail bars, event spaces (Abbeydale Ballroom, Broadfield) and a presence at the Glass Works in Barnsley.
• True North Gift Card Pre-paid gift card redeemable across all True North venues for food and drink. Available in £10+ denominations (in £10 increments) in-venue or via the True North online store, with 12-month validity from purchase.
• Pledge Student Card £5 annual student membership card providing 20% off food and drinks all day every day at 5–6 participating True North venues, 2-4-1 drinks nights and 3% cashback on spend. Sold online and in venues; replacement cards £3.
• True North at Home Takeaway and delivery service from Forum Kitchen + Bar. Pre-ordered food collection with 10% discount (code Take10) plus delivery via Uber Eats within 1.5 miles, using eco-friendly sustainable packaging. NHS staff receive 25% off collection orders.
• Sheffield School of Gin Gin-making experience held at the True North Brewery on Eldon Street, teaching gin history, botanical knowledge and the distillation process through in-person and virtual School of Gin sessions.
• True North Rewards Points-based loyalty programme where members earn 1 point per £1 spent, redeemable for £10 vouchers at 100 points, £5 vouchers at 200 points and £5 vouchers for every subsequent 200 points. Includes a birthday 25% off food voucher, kids' meal offers during school holidays and promotional vouchers across the True North venue estate.
• Area Hire and Private Events Venue hire service for birthdays, work gatherings, Christmas parties, corporate meetings and bottomless brunch events across True North venues. Packages from £25 per person (True North Bar Barnsley, including £15 food voucher and 2 drinks vouchers) and bottomless brunch at £35 per person (last Saturday monthly across 7 venues).

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Hop HideoutminorChannel Partner/ Reseller/ Distributor · 20 May 2025Sheffield-based beer shop and taproom run by Jules Gray (founder of Sheffield Beer Week). Stocks Just Peachy limited-edition cans alongside True North's standard beer offerings.
• Women on Tap CICcoreStrategic or Co-development Partner · 8 March 2025True North Brew Co. partnered with Women on Tap CIC for the International Women's Collaboration Brew Day (IWCBD) on 8th March 2025, brewing Just Peachy—a fruited sour celebrating women in beer. 25p from every pint sold was donated to Sheffield charity Mums In Need.
• Mums In NeedminorOthers · 8 March 2025Sheffield-based charity supporting mothers and children experiencing post-separation abuse. Received donations from Just Peachy beer sales (25p per pint) during the IWCBD collaboration brew.
• CADS (Creative Arts Development Space)minorStrategic or Co-development Partner · 14 January 2025Previous occupant of Abbeydale Picture House. Shared building surveys and architectural expertise with True North during the acquisition. CADS were unable to acquire the building themselves but are supportive of local independent ownership.
• Professor Vanessa Toulmin (University of Sheffield)minorStrategic or Co-development Partner · 14 January 2025Advising on the historic importance of Abbeydale Picture House as a cinema and theatre, supporting the restoration project with heritage expertise.
• James O'Hara and James HillminorStrategic or Co-development Partner · 14 January 2025Former operators of Picture House Social (Abbeydale Picture House basement). Confirmed they will return to help guide True North in bringing music, events, and content to the venue once restored. Fully supportive of the acquisition.
• Tracy-Jane Neal (Architect)minorStrategic or Co-development Partner · 14 January 2025Highly experienced local architect who has collaborated with True North for over 15 years, advising on the Abbeydale Picture House restoration project.
• Bradway Primary SchoolminorOthers · 27 April 2023Partnered as part of Bradway Primary School's Garden to Fork initiative. Head Chef Rob Limmer created 20 recipes for Y4 students to learn cooking with home-grown ingredients, with weekly cooking classes held at the school.
• Cavendish Cancer CareminorOthers · 3 February 2023Sheffield Dry Gin collaborated with Cavendish Cancer Care to release a special edition Rhubarb Gin, with £5 donated per bottle sold to support their free complementary therapies and counselling services for those affected by cancer in South Yorkshire.
• Kid AcneminorStrategic or Co-development Partner · 3 September 2019Sheffield-based artist Kid Acne collaborated with Sheffield Dry Gin to release a limited edition run of the Original gin (Sheffield Dry Gin – That's The Spirit), featuring custom artwork. A portion of proceeds supported Artworks South Yorkshire charity.
• Triple Point BrewerycoreStrategic or Co-development PartnerFollowing the departure of long-standing head brewer Dean Hollingworth, True North partnered with Triple Point Brewery (Sheffield independent) to brew their Haze Pale Ale using the original recipe, along with Gold Blonde Ale and Alpha Bitter—all gluten-free.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Revolution Bars Group: UK-listed operator of multiple bar venues targeting similar young-adult, student, and group-event customer segments that True North addresses via Pledge Student Card and Bottomless Brunch.
• Camden Town Brewery: London craft brewery operating its own brewpubs and taprooms. Comparable as a craft-brewery operator that combines beer production with owned on-premise venues.
• BrewDog: Scotland-based craft brewery and bar/hotel chain with vertically integrated brewing and on-site venue operations. Highly comparable to True North's brewery-plus-bar model and craft brand-building approach.
• Thornbridge Brewery: Independent UK craft brewer with tied pubs, taprooms, and heritage venues. Closely matches True North's craft-beer-plus-pub business model and Northern UK regional positioning.
• Laine Pub Co: Bristol-based independent pub operator with in-house brewery (Laine Brew Co.) and multiple distinctly themed venues. Mirrors True North's multi-format independent pub strategy with proprietary beer supply.

Broad incumbents

• Greene King: Large UK pub operator and brewer (owned by CK Asset Holdings) with thousands of managed and tenanted pubs plus brewing assets. Comparable in brewing-plus-pub structure but vastly larger and nationwide in scope.
• Mitchells & Butlers: FTSE-listed UK pub and restaurant operator (All Bar One, Harvester, Sizzling Pubs, Toby Carvery). Overlapping customer segments and multi-format venue portfolio strategy with True North.
• Stonegate Pub Company: UK's largest pub company by number of sites with brands including Slug & Lettuce and Yates's. Competes directly in regional casual pub/bar segments but at substantially larger scale.
• JD Wetherspoon: Largest UK pub chain with ~800 venues. Competes with True North for the same regional UK value- and casual-dining-out consumer, but operates a uniform chain model rather than differentiated local venues.
• Marston's: UK pub retailer and brewer (Marston's, Banks's, Jennings) with hundreds of community pubs. Comparable vertically integrated brewing and pub model but at national scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TrueNorthBrewCo
• Facebookfacebook.com/truenorthbrewco
• Instagraminstagram.com/truenorthbrewco

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about True North Brew