Theakston’s brewery has thrown its weight behind a campaign to restore wild salmon fishing to the River Ure, in a project they hope will benefit the area for generations to come.
The Masham brewery has released a new beer to coincide with its sponsorship of the Ure Salmon Trust Project, and executive director Simon Theakston said he hopes it will leave a “lasting legacy” for future generations.
The specially brewed beer Infallible is named after a salmon fishing fly.
The Ure Salmon Trust is aiming to restore the River Ure to its position as the best wild salmon fishing spot in England for the first time in 100 years, but needs to raise £100,000 each year to meet its target, so Theakstons have launched the beer in a bid to raise awareness of the campaign.
The Trust plans to re-introduce young salmon to the waterway and restore the salmons’ natural breeding grounds by mending river banks which have crumbled into the river and covered gravel beds.
Mr Theakston said:
“This is a wonderful scheme that will bring environmental, ecological and economic benefits to the region.
“For more than 180 years we have been brewing beers in Masham, a town situated on the banks of the River Ure. We therefore feel a very strong affinity with the river and are delighted to help with the project’s aims.”