Ryan Reynolds has enlisted a trusted ally to oversee his latest business venture in Wales. Wrexham AFC‘s fortunes have been dramatically improved under the Hollywood star and his co-owner, fellow actor Rob McElhenney.
The duo is now aiming to replicate this success with the Wrexham Lager brewery, having acquired a majority stake last week. Following the purchase, it’s been confirmed that the lager will soon be available in the United States and Canada, necessitating the construction of a new brewery.
Reynolds has appointed one of his trusted associates as a director at the firm, which was established in 1882. According to Companies House, marketing expert Ricky Engelberg has been given a leading role.
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Engelberg, who resides in Boston, is currently a partner at Maximum Effort, where he oversees sports-related investments at the production company and marketing agency co-founded by Reynolds. He formerly served as chief marketing officer for VistaPrint, Wrexham’s previous back-of-shirt sponsor, and held senior roles at footwear giants Converse and Nike.
Engelberg has already visited the city and was photographed with the owners in the Aviation Gin suite at the Racecourse Ground during the club’s thrilling 3-2 victory over Notts County in April last year.
His hiring at Wrexham Lager comes after Red Dragon Ventures LLC, a joint venture between Reynolds, McElhenney, and Wrexham AFC’s new minority investors, the Allyn family, acquired the company. In addition to leveraging their celebrity status to raise the company’s profile, this appointment provides another potential insight into how the duo plans to grow the lager brand.
Wrexham Lager chief executive James Wright has spoken about the takeover (
Sky Australia)
With its rich history, including being served on the Titanic, the company has numerous selling points to introduce the beer to new markets. In a recent interview with Sky Australia, James Wright, CEO of Wrexham Lager, emphasized this point, stating: “In the US, they like the fact that Wrexham Lager used to be served on the Titanic, and the history that goes back to 1882 ticks a certain box.”
“There’s also quite a lot of people who are into football or soccer, so that creates awareness. We have the Welcome to Wrexham TV series that enables us to have awareness of the brand.”
According to Companies House, Engleberg’s appointment has been confirmed, and several members of the Roberts family, who revived Wrexham Lager in 2011, have recently resigned as directors.
In regards to the new brewery, while the exact spot remains under wraps, whispers around town suggest the old Jewson builders’ merchant site near Wrexham General train station might be the chosen location. This potential site is conveniently located just a stone’s throw from the Racecourse Ground and could include a bar and brewery tour as part of the visitor experience.
Currently, Wrexham Lager calls a unit on St George’s Crescent home, tucked away behind a local chip shop.
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