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In a recent interview with The Drinks Business, Vocation Brewery CEO Gail Lumsden highlighted the core values that drive the Yorkshire-based craft brewery. “Great taste and consistent quality are at the heart of everything we brew,” she said, adding that the brewery is committed to offering bold, distinctive flavours that make its beers stand out in a crowded market. Lumsden emphasized that Vocation’s approach is not about mass appeal but about showcasing the versatility of beer and creating a broad spectrum of flavours and experiences that resonate with diverse drinkers.
To mark its 10th anniversary, Vocation is launching a series of limited-edition beers as part of its ‘Returning Favourites’ collection, which will be available in pubs and bars across the UK. The brewery’s latest offering includes a range of popular beers, including the Birthday Cake Stout, available in keg at 6% ABV and cask at 4.5% ABV. Also featured are other fan favourites, such as Stargazer (a 6% ABV Sour IPA), Strength in Numbers (a 5.4% ABV NEIPA), Ascension (a 6.7% ABV double dry-hopped hazy IPA), and Twisted Sour (a 4.5% ABV Blood Orange Sour).
“These beers reinforce our commitment to variety, innovation, and bold flavours,” Lumsden said. “They cater to different occasions and preferences, helping us solidify our position as a brewery that champions choice and discovery.”
The brewery’s approach reflects a deep understanding of modern beer drinkers, who, according to Lumsden, are constantly changing their preferences based on a variety of factors. “Drinkers don’t stick to one style,” she said. “Their choices reflect their individual preferences and shift depending on where they are, who they’re with, and when they’re drinking.”
At Vocation, Lumsden explained that the goal isn’t merely to create beers that people like, but to craft beers that they love—beers that spark conversation, drive discovery, and build loyalty among drinkers seeking something unique. Chris Mitchell, Vocation’s marketing manager, echoed this sentiment, noting that as an independent brewer, Vocation has the freedom to expand consumer choice and variety, which is essential for a vibrant and healthy beer industry.
Vocation’s core audience includes independent-thinking beer drinkers who value authenticity, innovation, and flavour. These drinkers, who span a variety of demographics, share a common desire for a superior beer experience. However, Lumsden noted that the brewery also attracts a significant number of mainstream beer drinkers, particularly those seeking something new and different from their usual choices. “Our beers appeal to those who are migrating from big beer brands and are looking for something more interesting,” she said, pointing out that these drinkers often prefer classic styles like ales, bitters, and stouts.
The brewery also appeals to two additional key groups: experienced craft beer drinkers attracted to more adventurous releases, and newer beer drinkers with broad drink preferences who are open to exploring new brands and styles.
Lumsden stressed the importance of variety in beer, saying, “One of the wonderful things about beer is its variety. Trends will continue to evolve and play a vital role in keeping the category dynamic and relevant, while attracting new consumers.”
Last spring, Vocation underwent a brand overhaul, marking what Lumsden described as the “next phase of growth.” The brewery unveiled new packaging to signify this new chapter in its journey. The campaign surrounding the ‘Returning Favourite’ beers is part of Vocation’s ongoing efforts to generate excitement around the brand. These beers will be available both on keg directly from the brewery and through selected wholesalers. Consumers can also purchase them in 440ml cans via Vocation’s online shop.
As Vocation celebrates its milestone anniversary, the brewery remains committed to pushing boundaries, delivering variety, and offering an exceptional beer experience for all.
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