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Meet our new Head of Sales launching our new Fermata range


Destination Farmhouse Duration Brewing appoints Ben Haynes as Head of Sales. Haynes joins the independent Norfolk family brewery from Magic Rock, Huddersfield to work with export, wholesale and key trade accounts.

Duration’s much-anticipated farmhouse project has come out of the gate strong in spite of COVID-19 and is showing no signs of slowing down. Over 20 fresh ‘Beers That Belong’ have rolled off the line to date to showcase brewing as agriculture from their Norfolk location, covering a broad range of one-off speciality beers and returning favourites including West Coast Pales, Stouts, Pilsners and Saisons alongside New England IPAs and Belgian Wheats.

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Ben says

‘I’m absolutely thrilled to be joining Bates, Miranda and the rest of the team – the offer to become part of this incredible project was one that I simply could not refuse. Duration is already known for producing outstanding beers of exemplary consistency, working with classic styles through a modern lens, with absolute focus on ingredient quality and technique. These are precisely the kinds of beers that I like to drink, and I’m immensely proud and humbled to be given the opportunity to represent them in the market.’

Photography by Theresa Undine22

Miranda Hudson, owner and founder at Duration says

‘It’s been a whirlwind first year for us – adapting in such oscillating times. Thankfully we have been able to expand and grow faster than anticipated in 2020 and Ben’s experience working with growing brands comes as a real asset to us. Ben is our sixth full-time employee, meaning we have fulfilled half our grant remit of bringing 12 rural jobs in 3 years in just our first year!’

Ben joins in time to launch our Fermata range of spon, mixed ferm and slow beer
fermata bet the farm

Bet The Farm 𝄐 was always intended to be our farmhouse pale. A foeder aged, mixed fermentation version has been developing in wood since February 2020. In keeping with our fascination with time, we have used the fermata symbol – a musical notation to distinguish barrel project releases from our fresh clean beers. Fermata means prolonged beyond the normal duration, which perfectly describes our slow, spontaneous and barrel-aged beers. The fermata symbol will be incorporated onto the label and beer name using the icon 𝄐 and listing the beer as Bet The Farm – Fermata.

Head Brewer and Co-founder Derek Bates said:

“Ben gets that we want to position ourselves to reach new audiences and take beer someplace new. Having him join to launch our Fermata range with a barrel-aged version of Bet The Farm is perfect timing. We’ve used cultures from right off the farm along with some from National Collection of Yeast Cultures in Norwich to evolve our continental pale (winner of Best Beer in Norfolk – Ratebeer Feb 2020) into our Farmhouse Pale. Ben fully understands our mission to expand the UK beer offering and we could not be happier to welcome him on board.”

You can read more about Wood being an element of the bedrock we’re built on here and Bates’ intentions to expand the UK beer offering here.

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