A beer brand created by players from Newcastle Falcons is set for a major increase in exposure ahead of the 2023 Guinness 6 Nations, after striking a deal to be stocked by Newcastle-based pub with rooms operator The Inn Collection Group.
Manuia Beer is the brainchild of Carl Fearns, Logovi’i Mulipola, Will Welch and Michael Young who have embarked on building a new craft beer brand as a challenge away from the rugby pitch.
Previously only available at a select number of single site venues, their first brew, FiaFia Pilsner, will enjoy its first wide-scale distribution via The Inn Collection Group’s properties with the drink available at 18 pubs across the north of England and north Wales.
Loosely translating from Samoan as ‘to be happy, to come together and to celebrate’ Fiafia is a 4.4% Pilsner and the debut drink of a brand that has been created by embracing the heritage of Mulipola as a means of standing out in a competitive market.
Manuia’s distinctive imagery draws heavily from the tribal pattern of the former Samoan international’s traditional tattoo and from the kava bowl, a hugely important symbol of hospitality, occasion, and tradition within the Samoan culture.
Born out from an idea at a post-training coffee, the themes of connecting, gathering and relationships have heavily influenced the players in their journey so far, as they look to create a product that appeals to a broad spectrum of people.
Those points have also helped broker their breakout deal for the brand, with The Inn Collection Group involved at Kingston Park Stadium as a player sponsor and hospitality client.
Speaking as the brand arrived at The Commissioner’s Quay Inn at Blyth, Michael Young of Manuia and scrum half at Newcastle Falcons said: “We’re really happy to have FiaFia in stock across The Inn Collection Group. We love what they are doing as a company and it is great to introduce our drink to their customers.
“We first started looking at working with them after meeting Gary and Sean [Donkin, The Inn Collection Group’s managing director} at Falcons’ games and we’re really grateful that they’re offering this opportunity.
“The drink is one that we hope appeals to a wide range of people and being stocked across the North East, the Lake District, Yorkshire, Lancashire and North Wales gives us a great opportunity to introduce it to them.”
Whilst embracing Mulipola’s root for Manuia’s identity, the drink itself is a north eastern affair, with the players working in partnership with Newcastle-based Full Circle Brew Co to create their brew.
Making use of Tango hops, it has traditional floral and grassy lager hop notes, with additional hints of stone-fruits and passionfruit providing the craft beer twist FiaFia the first in a planned range of beers under the brand.
With proud northern roots traced back to Northumberland’s The Lindisfarne Inn and 2008, championing local products is a key driver for The Inn Collection Group and ensured they seized the opportunity to support the Falcons player’s venture.
Gary Turner, commercial manager at The Inn Collection Group added: “It’s great to get the guy’s beer into stock ahead of this year’s Six Nations. As a company, we like our rugby and I’m pleased that we are supporting this venture from lads who play for our local club.
“We like to embrace innovative new products and offer something different and Manuia ticks that box whilst also having the provenance of the beer being brewed in the north east at a Newcastle brewery.
“The branding is really strong, and I love the story around the Samoan culture being embraced to create that. I think it adds to the interest around what is a very enjoyable drink and I really hope we can help the guys promote a great product.”
