Axholme Brewing Co has revealed a new identity to coincide with the launch of new craft beers and a brewery revamp.

The venue, described as the first commercial brewery in Grimsby for 50 years, has launched a new identity and logo under the name: Docks Beers.

Co-owner and director Will Douglas said: “The new brand is a key part of our growth plans. Docks Beers was a no-brainer. The new brewery is 250 metres from Great Grimsby’s famous docks, the epicenter of this town. Many of the team were born here and we are as passionate about this town and its heritage as we are about craft beer.

“We picked this site for that very reason. When the brewery opens in September we will launch a new core range of three craft beers in cans. The Docks Beers brand will distinguish these three brews from those already produced by Axholme, like Cleethorpes Pale Ale. We believe it’s a brand name, which will sell nationally as well as internationally. Our ambition is for Docks Beers to rank alongside star names like Saucy Fish Co, Youngs and Orsted, which are putting the Great back into Grimsby.”

Axholme Brewing Co will remain the parent brand and the brewery in Crowle, North Lincolnshire, will stay open for business as usual and the core beers will continue to be brewed there under the Axholme label.

The new beers will be brewed in a deconsecrated church in Grimsby, which the company acquired last year. The installation of new brewing equipment is nearing completion.

Charles Lumley, fellow brewery director and owner of Cleethorpe’s specialist beer shop and weekend bar, Message in a Bottle, said: “Wearing my Message in a Bottle hat I cannot wait to get Docks Beers on to our shelves.  Our customers are going to love the new beers, the branding as well as the story behind it. It is great that these beers are actually brewed in Grimsby and they will be a welcome addition to our range of Lincolnshire ales.”