Ryan Reynolds and Rob McElhenney’s takeover of Wrexham Lager has prompted a hunt for new facilities to handle the surging global thirst for their brew.

Last week’s news that the Tinseltown duo snagged the majority slice of the brewery, with its roots stretching back to 1882, was just the start. Thanks to the pair’s golden touch with Wrexham AFC, where Phil Parkinson’s management has led to consecutive promotions, they’re thinking bigger taking Wrexham Lager global.

Reynolds and McElhenney have their sights set on introducing the beer to enthusiasts across the United States and Canada, with plans already in motion to get the lager on those shores. This ace move has sparked an international buzz, compelling Wrexham Lager’s head honcho, James Wright, to confirm a pending upgrade to a heftier hub right in the heart of Wrexham city center to amp up production levels.

In a chinwag with Sky Australia, Wright said: “The fact that we’ve got these co-owners coming on board, with Rob McElhenney, Ryan Reynolds and the Allyn family, enables us to really maximise exposure and our plan to export globally.

“I’m very fortunate to have met them, and it gives us a fantastic springboard to create awareness in certain parts of the market. We’re about to go live in North America – Canada and the US – and a lot more countries in Europe will be taking the brand on. The brewery is now increasing in capacity, and we’ve just put some more vessels in to help us with that.”

Plans are brewing for a new Wrexham Lager facility, with the company’s spokesperson revealing: “The (long-term) plan is to build a brand-new brewery that will hopefully open by the end of 2025 in the centre of Wrexham.”

While the exact spot for the new brewery remains under wraps, whispers around town suggest the old Jewson builders’ merchant site near Wrexham General train station might be the chosen ground. 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.

Tapping into the rich heritage of the brand, Mr Wright emphasized the importance of the brewery’s storied past in its marketing strategy, including its ties to the ill-fated Titanic, saying: “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.”

He also noted the synergy between the brewery, football fans, and the exposure from the ‘Welcome to Wrexham’ TV series, which has garnered over 162 million viewers, stating: “There’s also quite a lot of people who are into football or soccer, so that creates awareness.”

Eric Allyn and his daughter Kaleen were recently spotted at Wrexham's Racecourse Ground.

The Allyn family has bought a minority share in AFC Wrexham ( 

Image:

Geraint Lloyd)

Wright concluded with a strategic vision for the brand’s future, asserting: “We have the Welcome to Wrexham TV series, which has over 162 million people viewing that programme, and that enables us to have awareness of the brand.” He added, “That’s going to help, but what’s really important is that we need to make sure we have the right credentials and the right strategy to make sure we have a sustainable brand within any market we go to.”

Red Dragon Ventures, a collaborative effort between Reynolds, McElhenney, and the New York-based Allyn family, has poured investment into Wrexham Lager. The news coincided with the day the former Welch Allyn medical device company owners acquired a minority share in the League One club.

Mr. Wright shared his enthusiasm about meeting Eric Allyn, who manages the Allyn family’s investments, and his daughter Kaleen, saying: “I was fortunate to meet them a couple of weeks ago. They’re very keen to be hands-on and that’s fantastic.” He also added a touch of philosophy to the business venture, remarking, “As I always say, we’re not selling nuclear atoms, we’re selling liquid in a bottle. It’s about having fun and not making it complicated.”

Wright further emphasized the brand’s mission, stating, “This is about having an exciting journey and bringing the brand and the history to different markets.”