- Started in 2007, biggest brewery in Leeds
- Mainly sold in Yorkshire
- Strongly reflective of Leeds
- Hellfire- young demographic, 330ml bottle, citrus flavour
- Modern beer, generic lager and ale
- 90% of people don't decide what they are going to drink until they get to the bar
- 'Leeds Best' sell 4:1 to 'Hellfire'
- Keep design SIMPLE!
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