Hooky on Tour – so much more than we thought!

James Clarke, Hook Norton Brewery’s Managing Director, reflects on the latest “Hooky on Tour” event, revealing how a simple promotional event has evolved into something far more meaningful.

Hooky on Tour started a few years ago, I think probably pre-COVID – that date reference which will be forever welded in our minds. Years ago, I was enjoying a beer in a bar in London, on a busy Friday night, when a couple came in dressed in green motorcycle leathers, and proceeded to take around trays with samples of Gordons gin and tonic. Then they were gone. All in a flash but made a real impact – I still talk about it 20+ years later. This was in the early days of experiential marketing, but it had a real effect.

Roll on a few years, and we started doing “Hooky on Tour”; driving to a pub in the old Land Rover, and for the time we were there, any Hooky beer was on us. The target time was half an hour per pub, this didn’t always work, and sometimes we found the Land Rover blocked in…

For the 175^th year, we decided to add some variety and have included walks and cycle rides. All great fun and introducing new people to Hooky.

A very peaceful Oxford Canal

Each event tries to reflect on the Brewery’s history, so last year a walk from Bloxham to Adderbury included a spell walking along the route of the old Banbury to Cheltenham Railway. It was this transport link which enabled the Brewery business to grow – prior to that we were totally reliant on horses. William Bliss, who built the famous tweed mill in Chipping Norton, was instrumental in getting improved transport links to enable him to get his products to the London markets. The Railway linked Cheltenham, a Great Western Railway hub, with Banbury, where both Great Western and London Midland Scottish trains ran.

Mark Woodbridge, Landlord at The Butchers Arms with James Clarke

The walk this year was from The Butchers Arms, Kings Sutton to The Great Western Arms, Aynho, along the Oxford canal towpath. The first part of this walk was along the section of the Banbury to Cheltenham Railway where it branched off from Kings Sutton. The bridge parapets are still there, but the bridge itself is long gone. This did present an early challenge, as the options were to descend a vertical raking ladder, or lower yourself down the eight-foot drop; as well as handing several dogs down. But with this task safely achieved, and we had a lovely walk along the towpath to Aynho, managing to escape most of the showers.

Reflecting on the walk, we realised it is not just the walk, not even just the promise of beer, but very much a social and indeed wellbeing activity. And then we quickly realised isn’t this what the pub is all about – yes of course, beer is important, we spend much of our life here trying to brew the best beer we can, but beer alone is lonely. We need good company, and sociability. So we plan more walks, and may even call them wellbeing walks, something so important in this fast, modern digital age.

So, keep an eye on our socials, look for the Hooky on Tour wellbeing walks. Join us, enjoy a beer, and celebrate friendship.

Cheers!